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 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
static banners dynamic banners promotions/activities animation pervasive branding user interface (corp) user interface Terra
15 Opportunities for ResearchWeb Digital Branding Advertising Name BRAND Internal Partners Consumers Customers Internal Comm’s Brand Identity Print Promo
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
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 A case study in positioning a new online service in a crowded competitive environment Brand Positioning
23 To ____________Personal Pages is the brand of______________ that ______________ because _______________________. Brand Positioning Prime Prospects Competitive Framework Point of Difference Support/Aspiration
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
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 A case study in creating a brand that becomes a Category Killer TM Name Creation
28 The agricultural e-commerce category is crowded with vendors, both traditional as well as e-commerce start-ups
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 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.
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.
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.