 Definition: How you want the consumer to perceive your product or your brand.

 A good logo can be a valuable asset, while the wrong look has damaged reputations.  A great example of subtlety is the FedEx arrow.  Similarly, Google uses colour and a simple typeface in a playful and soft way to connect with people online, in an environment which is often viewed as soulless.

 To make people spend money!

 Price  Is it worth the money?  Product  Is it what I expect?  Promise  Will it do what I think it will?

 a phrase meant to formally describe the general motivation or intention of a social group or organization  A good motto keeps the consumer focused on a marketing message.

"Melts in your mouth, not in your hands”

 Just do it

 The choice of a new generation

 The happiest place on earth

 I’m lovin’ it!

 Who is your market?  What do you want them to do?  What sets you apart from the competition?  WHY CHOOSE YOUR PRODUCT?

 Create a PPT to describe a brand identity for a fictional company.  YOU MUST INCLUDE A SLIDE FOR EACH OF THE FOLLOWING:  Name of Company  Logo  Motto or slogan  Intended audience or consumers  A short description of the type of company you are creating and what products it will sell  A 500w x 400h advertisement (including logo and text boxes) for a product.

 An ad may not have more than 2 types of fonts, but sizes and styles may vary.  Headlines must be all upper case letters.  Color should be used sparingly, except in photographs.  Advertisements should include phone number, address, and web sites.

1234 Brand Name Name is not entirely appropriate Name is appropriateName is appropriate and well thought out Name is appropriate, well thought out and clever. Target Audience No audience or target consumer is identified The audience is identified, but is not clearly defined. The audience is identified and is briefly defined. The audience is identified and clearly defined. Brand Logo Simple use of graphics to illustrate the purpose of the brand. Adequate use if graphics to illustrate the product or brand. Advanced use of graphics to illustrate the purpose of the brand. Effective use of graphics to create a persuasive image. Motto or Slogan The motto is not appropriate or is missing. The motto is not very appropriate. The motto is appropriate. The motto or slogan is clever and appropriate. Description The description is thorough, but has mechanical errors. The description is well written and thorough. Advertisement