branding class presentation march 2015
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March 2015 andreacostadesign@gmail.com
THE DENIM PROJECT
Branding is the marketing practice of creating a name, symbol or design that identifies and differentiates a product from other products.
“” entrepreneur.com
March 2015 andreacostadesign@gmail.com
American Marketing Association
A brand is a customer experience represented by a collection of images and ideas; often, it refers to a symbol such as a name, logo, slogan and design scheme.
“”
March 2015 andreacostadesign@gmail.com
Top 10 Most Valuable
BRANDS IN RATING ORDER
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Source: Forbes 11/14 March 2015 andreacostadesign@gmail.com
TEENSAND
March 2015 andreacostadesign@gmail.com
20-30 YR OLDS
INDIVIDUALITY BRAND
March 2015 andreacostadesign@gmail.com
INSTAGRAM WE HEART IT YOUTUBE SNAPCHAT TUMBLER
PINTEREST FACEBOOK GOOGLE+ YIKYAK LINKEDIN MEDIUM
TEENSAND 20-30 YR OLDS
March 2015 andreacostadesign@gmail.com
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What is your
mission?
Who’s your
market? Research.
Know them.
Align your brand’s look,
feel, user- experience
to your mission.
Get the word out. Be where they are.
Re-evaluate. Refine. Repeat.
BRAND = STATIC
March 2015 andreacostadesign@gmail.com
71% of all adults online use Facebook in different ways – know how.
March 2015 andreacostadesign@gmail.com
56% adults online AGE 65+use Facebook
colourlovers.com
Adobe Color CC
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Color Resources
andreacostadesign@gmail.com MARCH 2015
DENIM marketing specifics
6% ALL U.S.
DENIM SALES 2014
March 2015 andreacostadesign@gmail.com
Source: NBC news 1/15
Source: CNBC Feb 16, 2015 March 2015 andreacostadesign@gmail.com
2% MASS MARKET DENIM SALES
U.S. 11/14-1/15
GLOBAL JEANS MARKET
March 2015 andreacostadesign@gmail.com
$115B
Source: EUROMONITOR
$108B
$122B
ACT
UA
L 20
14
FORE
CAST
201
5
FORE
CAST
201
6
9% LUXURY
DENIM SALES U.S.
11/14-1/15
March 2015 andreacostadesign@gmail.com
Source: CNBC Feb 16, 2015
Typography Style, color, experience: create feeling.
March 2015 andreacostadesign@gmail.com
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CONSIDER SCALE
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Environment
Brand messaging in many ways Merchandizing is measured as to when a shopper pauses to look at a display. Ads can be received in real time to encourage purchasing.
March 2015 andreacostadesign@gmail.com
March 2015 andreacostadesign@gmail.com
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Marketing Your Brand
Creating your branding and marketing plan. What is your voice (casual, friendly, intellectual, stylish…)? This effects your branding and customer relationship in creation. How do your customers feel? Plan the steps to create and monitor your relationship (sentiment analysis). Monitor their sentiment. Optimize. Measure.
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March 2015 andreacostadesign@gmail.com
The Customer Relationship. Improving engagement for growth/action
Analyze engagement Adjust campaign
How’s it going? Start………………
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March 2015 andreacostadesign@gmail.com
Developing the customer connection
With active listening and engagement customer/brand connections are created and strengthened creating loyalty. Brands define their unique voice, aligning always with their core values and mission and yet need to have an appropriate voice for each social platform. For instance, connecting on weheartit.com, the brand’s an individual in the community (user-generated content strategy), an authentic, casual, personable voice. On the Facebook brand page, the brand persona is professional and storytelling: photos, videos with events and incentives. Brand tone will be different but core messaging is consistent. Messaging must be authentic and aligned with the brand; always appropriate to the environment. Be where your target market is. Stay aware, stay involved.
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March 2015 andreacostadesign@gmail.com
Celebrity associations (still work)
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March 2015 andreacostadesign@gmail.com
A few resources mentioned today:
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What your customers are looking for: http://www.google.com/trends Mobile makes up the majority of time spent on the web. Find out more: http://think.withgoogle.com/mobileplanet Ideas for marketing on Facebook: https://developers.facebook.com/docs/ads-for-apps/resources Find out which bloggers you want to pitch to (affiliate marketing, give kudos, samples on their site, any association with those with klout) http://klout.com Top denim brands per country http://denimsandjeans.com/top-denim-brands/index.php?countrynames=USA&Submit=Get+Brand+Names Data on denim imports per country http://www.denimsandjeans.com/reports/search.php colourlovers.com Myfonts.com PANAGRAMS To reach me: andreacostadesign@gmail.com http://linkedin.com/in/andreacostadesign
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