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1 UBS Warburg Redesign of ResearchWeb Visual Identity and Materials November 10, 2000.

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Presentation on theme: "1 UBS Warburg Redesign of ResearchWeb Visual Identity and Materials November 10, 2000."— Presentation transcript:

1 1 UBS Warburg Redesign of ResearchWeb Visual Identity and Materials November 10, 2000

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3 3 We create brand experiences

4 4 São Paulo London Madrid Paris Barcelona Mexico City Bombay Westport The Coleman Group network has 21 offices in 17 countries New York San Francisco Santiago Buenos Aires Moscow Basel Minneapolis Hamburg Düsseldorf Milan Amsterdam The Hague Toronto

5 5 We are part of the McCann-Erickson WorldGroup FutureBrand Coleman HyperMecia Zentropy Shandwick McCann-Erickson Worldwide Advertising McCann Relationship Marketing (MRM) Worldwide Momentum Experiential Marketing Group McCann Healthcare Worldwide

6 6 Selected client brand programs

7 7 Recent B2C and B2B e-brands we’ve created

8 8 What makes a brand powerful Digital Branding Advertising & Promo New Products BRAND Internal Partners Consumers Customers Retail Brand Identity Packaging

9 “Technology made friendly”

10 sub-branding user interface point of sale materials advertising promotions/activities product design website package design Apple

11 “All natural and individualistic”

12 sub-branding delivery user interface point of sale materials promotions/activities package design Snapple

13 “Vibrant and close (to you)”

14 static banners dynamic banners promotions/activities animation pervasive branding user interface (corp) user interface Terra

15 15 Opportunities for ResearchWeb Digital Branding Advertising Name BRAND Internal Partners Consumers Customers Internal Comm’s Brand Identity Print Promo

16 16 We create brand experiences A positioning, brand architecture, and key message central to the business proposition A brand communications and implementation program needed to introduce and manage over time Visual, verbal and experiential brand expression that is compelling and distinctive Tools for valuation and evaluation to direct brand investment decisions Brand Strategy Brand Creation Brand Management Brand Measurement

17 17 Our Services Brand Creation Brand Management Brand Measurement Brand Strategy

18 18 Brand Strategy Positioning platform Online/offline Brand attributes Brand personality Brand architecture Brand expansion Key audience messages Product implications Site functionality implications We position your brand in the competitive landscape and develop specific brand attributes to guide all subsequent brand communications. We determine the desired brand relationships across the entire organization.

19 19 A case study in positioning a new online service in a crowded competitive environment Brand Positioning

20 20 Brand Positioning

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23 23 To ____________Personal Pages is the brand of______________ that ______________ because _______________________. Brand Positioning Prime Prospects Competitive Framework Point of Difference Support/Aspiration

24 24 Patients: To patients or consumers concerned with health, Merck Connection is a new dimension in Internet health care that let’s you actively participate in the improvement of your health. Physicians: To health care professionals, Merck Connection is a new dimension in Internet health care that saves you time and easily keeps you current, so that you can better treat your patients. Brand Positioning

25 25 Our Services Brand Management Brand Measurement Brand StrategyBrand Creation

26 26 Brand Creation Name creation Nomenclature systems Brand identity design Design systems Collateral material Retail and interior design Packaging design Industrial design Interactive design We create visual and verbal expressions to make the brand proposition relevant and emotionally compelling. We design environments, products and packaging to enhance the brand experience of your customers and employees at every point of contact. We create e-space experiences that excite and delight end-users.

27 27 A case study in creating a brand that becomes a Category Killer TM Name Creation

28 28 The agricultural e-commerce category is crowded with vendors, both traditional as well as e-commerce start-ups

29 29 The agriculture e-commerce space is crowded with words that are rapidly becoming the industry’s “generics” Similar and repeating words AG Farm Farmer Field Seed Common technology/internet words and word parts Net Web Cyber Virtual Direct Tech The agricultural “webspace”

30 30 The opportunity exists to create a “category killer” brand The opportunity to create a “category killer” brand exists when there is a recognizable naming convention within a category. It is necessary to stand outside of the convention to convey a compelling point of difference and capture category leadership.

31 31 books.com booksdirect.com bookweb.com bookzone.com booksonline.com bookmania.com bookstore.com booksearch.com booksource.com bookwire.com

32 32 jobs.com jobsource.com jobfind.com jobnetwork.com jobsonline.com jobsearch.com jobhelp.com jobnet.com jobstore.com jobbank.com

33 33 agrishop.com agrisource.com agristore.com agritech.com agrivillage.com agriweb.com agriplanet.com agrinet.com agrimarket.com agreen.com agromania.com agromarket.com agsuperstore.com agworld.com agplace.com agonet.com agmall.com aghorizons.com agez.com ageasy.com

34 34 Our Services Brand Measurement Brand StrategyBrand Creation Brand Management

35 35 Brand Management Brand launch planning Brand best practices Internal branding –Employee engagement –Culture/behavior integration Brand education Brand guidelines Brand asset management We launch new brands and apply them to a broad range of communications materials and venues We share global best practices to help control and manage brand communications over time. We help engage employees at all levels in the brand-building process.

36 36 Our Services Brand Management Brand StrategyBrand Creation Brand Measurement

37 37 Brand Measurement Brand valuation Brand value drivers Dynamic brand value model Baseline and metrics for brand tracking Brand investment prioritization Brand research and testing We offer brand measurement and tracking tools which help determine the drivers of brand value in order to yield the greatest return on brand investment. We rigorously test creative solutions for linguistic, cultural, and other sensitivities.

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