hcc branding
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BRANDING• H U N T E R C A T T L E •
• H A N D B O O K •
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A BRAND IS A PERSON’S GUT FEELING ABOUT A PRODUCT, SERVICE, OR COMPANY. Marty Neumeier
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Everyone has a brand. From individuals to multi-national corporations, from chari-ties to gangs, from restaurants to farms, everyone has a reputation that inspires some feelings in others. The management of this perception and the creation of ideal per-ceptions, ones that align with our internal desires and goals, is a critical component of company growth and sustainable success.
Brand is not just about customer service and quality products, though both are import-ant elements. Brand is the sum of all interactions with everyone. That includes cus-tomers, clients, partners, and staff. Every contact with a potential customer creates an impression, which in turn reflects on the brand image. These impressions form the reputation of a company.
On the following pages, the branding process used to evaluate and define Hunter Cattle as a brand is broken down into simple building blocks. These components can be understood separately, but come together to form a complete picture of the company.
INTRODUCTION TO BRANDING
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BRAND STRUCTURE
Brand is about relationships. It is about the way that people interact with each other, spaces, and services; the push and pull between expectations, needs, and capabilities. The essence of a brand is formed through the connection between peo-ple’s motivations and the business’ response.
As a family farm, Hunter Cattle is built on a relational model; connecting with like-minded companies and community members through participation in farmer’s markets and other outreach efforts. As we unpack what it means to shepherd and develop a brand, it is important to recognize that the relationships are what really matter.
Expression of those relationships, in the way that they are exposed to the outside world, is of equal importance to the relationships themselves. There are three sim-ple elements that formulate the essence of brand creation, and these core elements DNA, Personality, and Brandscape will guide the rest of this document.
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Competitor’s Analysis
PersonalityArchetypes
PersonalityAnalysis
BrandVoice
BrandPersonality Brandscape USPBrand DNA
Company Heritage
Driving Forces Attributes
Mission and Vision
Brand Personality Assesment
BRAND STRUCTURE
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Brand DNA
The first step of the branding process is aimed to define and express the core values of the company. Defining the Brand DNA provides the foundation while creating a nucleus from which all else builds upon.
Brand DNA
Company Heritage
Driving Forces Attributes
Mission and Vision
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BRAND DNA
Alarmed by trends in commercial food production, the
Ferguson family transformed their lives by creating a farm
dedicated to sustainable and humane agricultural prac-
tices. This focus quickly attracted the attention of friends,
neighbors and the community who shared the Fergusons’
concerns about the impact of grain-fed meat on animals,
the environment and people. The farm continues to grow
by partnering with local restaurants and businesses to
drive grass-fed beef, free range chicken, pastured pork,
and other products into the local community.
Hunter Cattle farm produces a range of products that
meet both environmental, health and social demands. The
Ferguson family welcomes the community to experience
their family farm lifestyle and join in their mission to pro-
mote healthy living and food through ease-of-access and
example.
Brand Origins & Heritage
Del Ferguson Debra Ferguson Kristan Fretwell Anthony Ferguson
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BRAND DNA
Local Animal Welfare SustainableAgriculture
Family-runBusiness
Hunter Cattle was founded on the relational values of
a caring family. Through trial and error and burgeoning
experience, the farm has been able to create and nur-
ture a superior product that is both humane and environ-
mentally sensitive. While many elements of the farm’s
existence and subsistence exist for practical need-based
reasons, it is important to note that they are also a part
of a set of growing social trends, and that the recognition
and exploitation of these trends can help to drive sus-
tainable business practices.
An awareness of external forces and the impact that
these forces have on the way that business is conducted
and presented is vital to a successful enterprise. Using a
framework developed by Marty Neumeier, these forces
have been broken into three essential components: focus,
difference, and trend.
Isolating and segmenting these external agents allows
for an evaluation of what they are about (focus), what
makes them important and unique when compared to
other forces (difference) and how they directly impact
Hunter Cattle’s decision making process, both internally
and externally.
Driving Forces
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BRAND DNA
Local
Regional system for food production and distribution within
a reach that considers resources, distances, markets, and
consumers.
Its goals are towards community sustainability.
Consumers value a better understanding of the source of
their food products, and a connection with the producers
of those goods.
Animal Welfare
Measures on-farm operations that consider physical and
psychological well-being of animals in their raising meth-
ods from birth to slaughter.
Animals are raised outdoors on pasture, their diet corre-
sponds to healthy growth goals and their lives are not lim-
ited to time spent at the farm.
Public opposition to commercial methods like battery cage
raised chickens is on the rise. Organizations and public
opinion agree on eliminating cruel practices exercised in
the name of more efficient production.
Sustainable Agriculture
Integrated production system which practices are respon-
sible with natural and human resources. Three goals are
integrated in the practices: environmental health, economic
profitability, and social equity.
Sustainable livestock farming based on a pastured system
allows animals to eat what they are naturally supposed to,
which improves animal welfare, and benefits the environ-
ment by letting the animal feed itself and spread its manure.
The food movement, as a series of organized small mobi-
lizations is centered in pleasure and health, and moves
towards achieving environmental goals.
Family-run Business
Family-run organizations and businesses create value that
directly contributes to the well-being of the family.
In this type of company, the customer can establish a close
relationship based on trust. Interactions are very personal,
which adds value to the customer experience.
Businesses want to build closer relationships with con-
sumers. While these relationships are based on trust, the
value is created through each intimate experience.
f f
f
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d
d
t
t
t
t: trendd: differencef: focus
f
d
t
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BRAND DNA
Relational
To do business with Hunter Cattle is to be friends with
them. From interactions with new visitors to the farm
to business relationships with local restaurants or dis-
tributors, personal relationships and interactions are
incredibly important to the culture of Hunter Cattle.
Authentic
In a world marked by fast and processed foods shipped
around the world, in a society that lives on imported pro-
duce and meats, Hunter Cattle recalls the way that things
used to be–local, native, fresh, and natural. This back-to-
basics mentality is reflected in the authenticity and trans-
parency with which day-to-day affairs are conducted,
both on and off the farm.
Attentive
Driven by their relational nature, Hunter Cattle is con-
stantly reacting to the needs of their clients and cus-
tomers, doing everything in their power to ensure that
orders are fulfilled, and that guests leave the farm edu-
cated about the Hunter Cattle difference.
Fair Caring Enabling
Fair
Hunter Cattle Farm gives the best care to the animals
they raise and this is expressed in the quality of the
products they offer to the community.
Caring
It is that simple. Hunter Cattle started by caring about
the food the family was consuming, and extended that
care to the community and the animals. From the way
the animals are treated to the promise that nothing arti-
ficial is involved in the creation of their products, Hunter
Cattle’s sense of caring for the well-being of their cus-
tomers and animals is deep-seated.
Enabling
The best motives and practices in the world are lost if
there isn’t an opportunity for others to become part of
the story. Enabling local community members and busi-
nesses to have access to both authentically cared for
livestock and the education that surrounds these inten-
tional consumer practices is a critical part of the Hunter
Cattle mandate.
Relational Authentic Attentive
Rat
ion
al
Em
oti
on
al
Brand Attributes
Hunter Cattle thrives on building community through their family values by emphasizing health, environment, and edu-
cation. These values can be expressed into brand attributes that will serve as brand pillars. These attributes are divided
into rational and emotional.
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Relational
Authentic
Attentive
Rational
BRAND DNA
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BRAND DNA
Emotional
Fair
Caring
Enabling
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Brand Attributes Mission
Hunter Cattle exists to be an advocate for healthy living through authentic animal husbandry and environmentally sensitive agricultural practices. By serving as a bea-con for the promotion of healthy living, Hunter Cattle can build a strong network of like-minded businesses and community members, diffusing the farm’s beliefs and practices into common usage and valuation.
Vision
Hunter Cattle’s vision is to drive transparent and open business practices in order to translate their honest and authentic beliefs about food and responsibility into sus-tainable community value.
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Brand Personality
PersonalityArchetypes
PersonalityAnalysis
BrandVoice
BrandPersonality
Brand Personality Assesment
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Brand personality builds upon the brand DNA by attributing a series of human char-acteristics to a brand. Personifying the brand allows for an easier understanding of the nature of the brand through metaphors.
A brand is useless if it doesn’t empathize with its users. By personifying the idea of a brand, we enable empathy for the customer through customer-facing communica-tions and allow the customer to easily engage with the company.
Formulating a brand personality also creates a decision-making platform by estab-lishing a set of metrics that strategic decisions can be evaluated against.
BRAND PERSONALITY
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15 Archetypes
Brand Myth
Supply NurtureBelongingNourishmentMotherlyCompassionateGenerous
PowerCourageFightVictoryTriumphConquestStrengthStrong ToughManly
DiscoverySelf- DiscoveryTrialFreedomQuestChallengeFreeIndependentAdventurous
Creative ActionFunTeasing SurpriseOriginalImaginativeIrreverentYouthfulEccentric
WittyHumorousEnergetic
WisdomKnowledgeDestinyAsceticismScholarEnlightenmentIntellectualDeepProfoundSpiritual
CalmBrilliantIsolatedScientific
ChangingEmpowermentMiracle
BraveForcefulAggressive
Self ConfidentEnthusiasticLearning
ProtectionControlMentoringOrganizedSystematicConservative
CreationCreativeOriginalArtisticExpressiveNewBeginningImaginationInspiration
ControlAuthorityOrderRule Role ModelResponsibilityIndisputable
LoveRomanticGlamourBeautyAestheticIntimacyGraceful
BelieveVisionImmortalityLegendMajestySuperiorityNobleVictor
IntelligentExtraordinaryHonorableTranscendenceRighteousCapableDistinctiveObsessive
FriendshipHelpAssociationTrustEmpathySociabilitySupport
PleasureSensualityPassionCharmSexyDesirableTemptingIndulgence
BelongBlendFit inRealisticEmpatheticEasy GoingFriendly
Willing to be abusedin order to be oneof a gang
FairDecisiveMajesticLeading
VirginityPurityCleanSimple
GentlenessSincereIncomplexUnselfish
FranknessOptimisticLivelyInnocence
SoftCherishableAffectionTender
ComfortingCaringRelaxed
CleverGiftMagical
DelightEvolvingTactful
SAGE
GUARDIAN
JESTERMAGICIAN
WARRIOR EXPLORER
LOVER
COMPANION
SEDUCER
RULER
INNOCENT
NURTURER
CREATOR
REGULAR GUY
HERO
70%15%
15%
Relational
Authentic
Attentive
Fair
Caring
Enabling
Brand
Attributes
BRAND PERSONALITY
Personality Archetypes
An archetype is a generic personality built on classic
behaviors and motivations. Borrowed from literature,
archetypes allow brand owners to quickly get a feel for
the way their brand relates to the world, what its moti-
vations are, and how it behaves in times of conflict; all
traditional elements of engaging storytelling.
By using archetypes that are culturally familiar (the Hero,
the Peacemaker, etc.), we pave the way for communicat-
ing the brand essence to a broader audience and aligning
all the brand assets in a single direction.
To define the appropriate archetypes for Hunter Cattle
we conducted an exercise of mapping Hunter Cattle attri-
butes into a matrix that has fifteen classic archetypes
proven to translate into branding in compelling ways.
No brand is ever fully one archetype, but instead is an
amalgamation of multiple archetypes, each to varying
degrees (which can be given percentages and weights).
The same is true of Hunter Cattle. The primary archetype
for Hunter Cattle is the Nurturer, followed by Guardian
and Companion.
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Nurturer
Guardian
Companion 70%
15%
15%
Foundation and reference to align
brand activities and behaviors to
build brand value
Nurturer
Guardian
acts
advocates
vindicates
sheperds
is strong
is always there
is organized
cares
educates
provides
fosters
is kind
is warm
is generous
Companion
helps
co-works
complements
guides
is a friend
is an ally
is available
BRAND PERSONALITY
Behaviors
Attitudes
Once the constituents archetypes have been identified and blended,
their implications, in terms of actions and behaviors can be used to help
outline the brand scope and guidelines.
Brand Personality Analysis
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Hunter Cattle is like a modern young mom who cares for and protects her children. This care and protection is not stifling or constricting, but freeing, connective and honest. Her relationships are deep-rooted, genuine, and friendly.
She believes that good nutrition is the base for happy children. She wants her chil-dren to be able to make informed and conscious decisions, and to recognize that they don’t live in isolation, but in community.
Her goal is independence: freedom from the restriction of the way things are, and a drive to constantly search for the way they should be. Her dream is to raise healthy and happy children, and to enjoy her relationships with them as they grow and dis-cover together.
Brand Personality Story Tale
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Business Development | A new partner Product Offering | A new product Company Image | A new blog post
Nurturer
• Is this business decision
fostering strong relationships
with the customers?
Companion
• Do the values of this new
partner complement HC mission
and vision?
• Is the role of HC clear in this
new relationship?
Guardian
• Can HC advocate its values
through/with this partner?
Nurturer
• Is HC providing education on the
appropriate use of the product?
• How is this product fostering the
understanding about the value of
HC’s mission?
Companion
• Does the product complement other
HC offerings?
• How can the new product help
spread the value of previous or new
offerings?
Guardian
• Does the product support the values
of HC through its proposition?
Nurturer
• Through this information is
HC showing its involvement in
education efforts?
Companion
• Can the customer use the
information to guide their
decisions about HC products?
Guardian
• Is this information supporting
and validating the value of HC
offering?
BRAND PERSONALITY
All of these personality-creation exercises are valuable
from an understanding perspective, but they are worth-
less if inactionable. It is important to take the concept of
the archetype and translate it into tools that impact the
way that Hunter Cattle carries out their day-to-day work
and assists strategic decision-making. The below exam-
ples show a series of questions that act as a guide for how
to use the archetypes for evaluating opportunities.
Brand Personality as an Evaluation Tool
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• A friend offering advice
• Honest and matter-of-fact
• First person only
• As a part of the family; an equal
• Simple vocabulary
• Never assuming people know the terminology
Brand Voice
BRAND PERSONALITY
Language carries both incredible potential and responsi-
bility. It can distance, or draw in. It can promote, or detract.
It can create friends and relationships. It can communi-
cate, or confuse. Because of this potential, and the impli-
cation couched around language, it is vital that Hunter
Cattle carries a consistent tone of voice throughout their
communications.
The communication with customers (both clients and
direct) is the primary way Hunter Cattle is known in the
community. If one tone of voice is used in one channel,
and a different one in another, they cancel each other out
leaving the customer confused about the message.
The tone of voice is a direct reflection of the attributes of
the brand– relational, authentic, attentive, fair, caring, and
enabling.
Every communication is an opportunity to drive under-
standing of the brand; whether it’s an email, a poster, a
blog post, or tour and event. Because of the significance of
these opportunities, it’s important to remember the core
elements of the brand tone, and be mindful of these ele-
ments in any format.
Hunter Cattle’s voice is defined by the following characteristics:
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Brand Personality Assesment
Until now, we’ve been able to understand Hunter Cattle’s
ideal brand, how it behaves, what its character is, and
how we can describe and foster it. Now we need to exam-
ine how this ideal brand matches up to the existing brand
through an audit. This auditing process was accomplished
by mapping the current brand personality into a matrix
that shows a comprehensive range of personality traits
and comparing it against the “desired” brand personality.
Hunter Cattle’s positioning was informed by the research,
observation and analysis the team had conducted on
Hunter Cattle’s business.
Personality Traits
Today Tomorrowsweet
sunny
cute
pretty
childlikecheerful
happy
festive
bright
dazzling
enjoyablefriendly
lighthearted
pleasant
generous
intimategentle
charming amiable
softromantic
innocent
supple dreamy
plaincitrus
light neat
clear
pure
fresh and young
clean
crystalline
refreshing
clean and fresh
simple
speedy
agile
smart
western
sporty
progressive
modernintellectual
distinguished
composedurban
quiet
noble and elegantchic
Japanese
soberelegant
rustic
mellow
decorative
luxurious
gorgeous
extravagant
tasteful
complex
old-fashioned
traditional
conservative
classic
stylish
cultivated precise
simple,quiet
modestinteresting
mysterious
provincial
mature
aromatic alluring
fascinatingbrilliant
abundant
rich
provocative
hotlively
tropical
showy vivid
flamboyant colorful
deliciousamusing
merry
open
mild
calm
graceful
elegant
sleek
sedate
polished
young
steady
youthful
fresh
tranquil
peaceful wholesome
femininecultured
delicate
natural
dry
emotionaldomestic
smooth
healthy
restfulfree
sweet-sour
tender
simple and appealing
pure andsimple
fashionablenoble
refined
subtle
pure and elegant
genial and elegant
nostalgic
vigorous
forceful bold
active
fiery
intense
striking
wild
ethnic
robust
untamedelaborate
heavy and deep
sturdyserious
strong and robustdignified
majestic
solemn
authoritative
soundpractical
formal
precious
dapperplacid
bitter aristocratic
quiet and sophisticated
diligentsubtle and mysterious
eminent
earnest
sublime
masculine
rationalexact sharp
propermetallic
dynamic and active
substantial glossy
agreeable to the touchsweet and dreamy
01
1
1
2
3
2
3
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PRETTY
CASUAL
GORGEOUS
DYNAMIC
CLASSIC
DANDY FORMAL
CHIC
NEAT CASUAL
CLEAR
ROMANTIC
NATURAL
ELEGANT
MODERN
ETHNIC
(WILD)
Too Casual
Implicit Information
Disperate Brand Speech
Weak Visual Presentation
Industry Newbie
Improvised Reactions
Informed Casual
Explicit Information
Consolidated Brand Speech
Enduring Visuals
Field Knowledge
Structured & Organized Actions
BRAND PERSONALITY
Source: Shigenobu Kobayashi “Color image scale” (1992) Publisher: Kodasha, USA
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BrandscapeThe final dimension of the branding process, Brandscape, is used to gain an under-standing of market and competitor characteristics. This dimension creates aware-ness within market niches, leading to more intentional business decisions.
Competitor’s Analysis
Brandscape
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BRANDSCAPE
Competitors Analysis
Every organization has competitors. They can be tangential,
negligible, strong, weak, indifferent, or even friendly, but
they exist, and acknowledging the existence of competition
is something every business must do. Tools can be used to
rationally plot and compare HC to those who have shared
customers and market value. One tool uses four important
organizing elements for comparision while the second tool
uses the five Ps.
From these comparisons, potential opportunities to shift
HC to a strong market position can be identified.
DiverseServices
FocusedServices
HigherQuality
LowerQuality
Strong VisualCommunication
Weak VisualCommunication
Revival Foods
Savannah River Farms
Hunter Cattle
Georgia Buffalo
Service Variety
Quality Perception
Presentation Emphasis
_ _ _ o +++
Market Placement
In brandOff brand
DiverseServices
FocusedServices
HigherQuality
LowerQuality
Strong VisualCommunication
Weak VisualCommunication
Revival Foods
Savannah River Farms
Hunter Cattle
Georgia Buffalo
Service Variety
Quality Perception
Presentation Emphasis
_ _ _ o +++
Market Placement
In brandOff brand
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BRANDSCAPE
Product Price Place Promotion People
Beef, Pork, Poultry, Sausage, Eggs,
Beef, Pork, Poultry, Sausage, Lamb
Bison Meat
Beef, Poultry, Eggs
National, Regional Sales, Gourmet, Restaurant, National distributors
Website, Visits, PressHarris family
Beef, Pork, Lamb Sausage, Poultry
Green Truck Pub - Heirloom Book Com-pany, and online
Websites, Packaging, Press, events
Bradley Taylor and Cat Compton
Farm, Farmer’s market, Delivery to near by store
Publication, Social media, Field trips, Recipe (web), website, TV, Magazine, News, Nutrition comparison, Cooking Competition
FarmFarmer’s MarketRestaurants
Web Site, Brochure,Social Media, Speak to customerdirectly
Ben and Kellie Deen,
Troy Bivens
Farm, Moo Ma’s Store,Farmer’s Market,Restaurants,Local Grocery
Barn Loft, Tours,Parties, Events, Publication, Website,Recipe (web), Social Media
Ferguson family$$$
$$$Equal to HC
$$lower that HC
$$Lower than HC
$$$$higher than HC
This competitor is used as a reference for best practices.
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BRANDSCAPE
Product
Beef, Pork, Poultry, Sausage, Eggs,
Beef, Pork, Poultry, Sausage, Lamb
Bison Meat
Beef, Pork, Lamb Sausage, Poultry
Beef, Poultry, Eggs
Integrate in the HC brand discourse highlights about the ele-ments that make their products different from the competi-tion and the variety offered by HC which puts it on top of other local offering.
Hunter Cattle must address the competition which is inherently present in all segments of their offering
DiverseServices
FocusedServices
Service Variety
Price
$$$
$$$Equal to Hunter Cattle
$$lower that HC
$$Lower than HC
$$$$higher than HC
HigherQuality
LowerQuality
Quality Perception
Communicate the differentiation of the product through written and visual explanation as quality and price is tied to how the product looks.
Hunter Cattle offers a higher quality product for a higher price.
DiverseServices
FocusedServices
HigherQuality
LowerQuality
Strong VisualCommunication
Weak VisualCommunication
Revival Foods
Savannah River Farms
Hunter Cattle
Georgia Buffalo
Service Variety
Quality Perception
Presentation Emphasis
_ _ _ o +++
Market Placement
In brandOff brand
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BRANDSCAPE
Place
National, Regional Sales, Gourmet, Restaurant, National distributors
Green Truck Pub - Heirloom Book Company, and online
Farm, Farmer’s market, Delivery to near by store
FarmFarmer’s MarketRestaurants
Farm, Moma Store,Farmer’s Market,Restaurants,Local Grocery
Hunter Cattle products represent what the brands stands for and so should the locations where it is sold at. Different business partnerships require more or less branding efforts according to what the customer reach might become. When adding a new market place consider customer segmenta-tion to determine the appropriate approach.
Hunter Cattle products are not just meat, they also represent family and farming values.
Market Placement
In brandOff brand
Promotion
Website, Visits, Press
Websites, Packaging, Press, events
Publication, Social media, Field trips, Recipe (web), website, TV, Magazine, News, Nutrition comparison, Cooking Competition
Web Site, Brochure,Social Media, Speak to customerdirectly
Barn Loft, Tours,Parties, Events, Publication, Website,Recipe (web), Social Media
Strong VisualCommunication
Weak VisualCommunication
Presentation Emphasis
Hunter Cattle should express in all their channels the value of their products through all channels so there is a reason behind the price.
Product packaging currently does not reflect Hunter Cattle values
DiverseServices
FocusedServices
HigherQuality
LowerQuality
Strong VisualCommunication
Weak VisualCommunication
Revival Foods
Savannah River Farms
Hunter Cattle
Georgia Buffalo
Service Variety
Quality Perception
Presentation Emphasis
_ _ _ o +++
Market Placement
In brandOff brand
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Unique Selling proposition
for Hunter Cattle Company
Hunter Cattle is the local family-owned farm that
by a responsive attitude shares a sustainable life-
style with the local community in Georgia; in an era
where fast food and industrial food production is
affecting people’s wellbeing.
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CONTENT CREATED, DEVELOPED AND COMPILED BY:
DMGT 720 Spring 2013Design Innovation Development and Marketing Strategies
Atthaves Borriraklert
Laura Campos
Michael Denman
Phillip Evans
Alexandra Jackson
Liu Xin
Carol Lora
JaKenna Martin
Priscila Mendoza
Mariana Ortiz Reyes
Lauren Peters
Diane Seaver
Bhavika Shah
Sun Tianjie
Nathan Sundberg
Wang You
Zhang Haoting
ProfessorVerena Paepcke-Hjeltness
Courtesy of the School of DesignSavannah College of Art and Design
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