wordcamp orlando: november 2013
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Mark BunkerFormer Director of Design at Noble Inc
Founder of Grey Gorilla Design
BrandingBeyond a Logo
Big to Small
>$6,000,000,000in revenue 2012
<$1,500,000in revenue 2012
THEN NOW
“HERE’S OUR PROBLEM.WE NEED A SOLUTION.”
THEN NOW
“WE NEED A .”
“HERE’S OUR PROBLEM.WE NEED A SOLUTION.”
Touch Points
Brand EssencePo
sitioning & Strategy
CoreValues
Touch Points
Brand EssencePo
sitioning & Strategy
CoreValues
CONSISTENCY
AUTHENTICITY
DURABILITY
A BASIS FORMAKING EDUCATEDDESIGN DECISIONS
Touch Points
Brand EssencePo
sitioning & Strategy
CoreValues
CASE STUDY: STONY CREEK FARM
CORE VALUESVISION & MISSION STATEMENTS
VISION: Where you want to be in the future, often seems unattainable
MISSION:How you will reach your Vision with day to day actions
CORE VALUESVISION & MISSION STATEMENTS
VISION: To be THE premier destination and educator oforganic natural farming
MISSION:To educate and spread the message of organic farming,the importance of being connected to your food source, and thebenefits of eating good healthy food.
We’re the only
That o�ers
POSITIONING & STRATEGYDIFFERENTIATION
We’re the only
That o�ers
For
In
Who want
In a time .
What
How
Who
Where
Why
When
POSITIONING & STRATEGYDIFFERENTIATION, VALUE, & TARGET MARKET
We’re the only Organic Farm
That o�ers Food, Lodging, and Education
For foodies and want to be foodies
In the greater NYC area
Who want to be more in touch with their food
In a time when people are more disconnectedfrom their food sources then ever.
What
How
Who
Where
Why
When
POSITIONING & STRATEGYDIFFERENTIATION, VALUE, & TARGET MARKET
POSITIONING & STRATEGYDIFFERENTIATION, VALUE, & TARGET MARKET
STRENGTHS WEAKNESSES
OPPORTUNITIES THREATS
POSITIONING & STRATEGYDIFFERENTIATION, VALUE, & TARGET MARKET
STRENGTHS WEAKNESSES
OPPORTUNITIES THREATS
POSITIONING & STRATEGYDIFFERENTIATION, VALUE, & TARGET MARKET
POSITIVE NEGATIVE
STRENGTHS WEAKNESSES
OPPORTUNITIES THREATS
POSITIONING & STRATEGYDIFFERENTIATION, VALUE, & TARGET MARKET
STRENGTHS· Two Channels: Farm Stay and Food Distribution· High Quality Products· Beautiful Property· Hard Working Employees· Farm Stay Partnership with Feather Down
WEAKNESSES· Few Food Distribution Channels· Limited Budget· Employees are Very Busy· Provide Expensive Goods and Services· No Brand or Name Recognition
OPPORTUNITIES· Organic/Green Trend· Proximity to NYC· Popularity of Farmer’s Markets· Health and Fitness Movement· Buy Local Trend
THREATS· Inclement Weather· Retail Outlets with Similar Cheaper Products· Government Regulations and Certifications· Farm Stays and B&Bs with Nicer Accommodations· Economy (less spend on vacations)
POSITIONING & STRATEGYMARKET SEGMENTATION
FOODIE/LOCAVORE
Sara RossAge: 31 Location: BrooklynRelationship Status: long term boyfriendLiving Status: renting apartment with boyfriendEducation: Parsons, Painting MajorFinances: no debt, little expendable incomeSocial life/Activities: bbq/dinner with friends, drinking at dive bars, avid concert goerMusic: indy bandsFavorite Television Show: Podcasts of NPRShops/Hangouts: neighborhood bar, neighbor-hood coffee shopLoves: dog, boyfriend, painting, music, the company of her friends, a good book, insight-ful conversationsWhere she buys food: local coop, farmers market, and neighborhood family owned groceryPrimary concerns: not compromising beliefs or morals
OCCASIONAL ORGANIC SHOPPER
Joan MathewsAge: 43Location: Nyack, NYRelationship Status: married with two kidsLiving Status: suburban homeEducation: Lehigh, Communications MajorWork: stay at home mother, volunteers for charities and churchVehicle: QX4Finances: saving for college tuitionsSocial life/Activities: tennis/swim club, church group, and kids sportsMusic: John MayerFavorite Television Show: Desperate House-wives, Grey’s Anatomy, GleeShops/Hangouts: Tennis Group, PTALoves: kids, husbandWhere she buys food: Whole Foods, ShopRite farmers marketPrimary concerns: well being of her family
IN THE DARK, BUT PERSUADABLE
Jennifer RyanAge: 25Location: ManhattanRelationship Status: datingLiving Status: renting apartment with room-mateEducation: Bucknel, Marketing MajorWork: marketing associate at major Ad FirmVehicle: public transportationFinances: spends freelySocial life/Activities: bars and clubs with friendsMusic: Band of Horses, Jay-z, Favorite Television Show: The Of�ice, Always Sunny in Philadelphia, Project RunwayShops/Hangouts: Satrbucks, Sushi BarLoves: friends, family, lifestyle, freedomWhere she buys food: Fresh Direct, Trader Joes, local grocery store Primary concerns: having fun and looking good
POSITIONING & STRATEGYSTRATEGY & ACTION PLAN
LOCAVORE
OCCASIONAL ORGANIC SHOPPER
IN THE DARK, BUT PERSUADABLE
FARMSTAY FOODSCF
COMMUNITY
Level of Commitment to the Movement
Low
High
Potential Market Current Market
BRAND ESSENCETONE AND BRAND VOICE
SIMPLE
2 21 10
WARM
MODERN
FUTURISTIC
EVOLUTIONARY
SERIOUS
CONSERVATIVE
INDUSTRIAL
DO IT YOURSELF
COMPLEX
COLD
OLD FASHIONED
NOSTALGIC
REVOLUTIONARY
LIGHT HEARTED
PROGRESSIVE
ORGANIC
PROFESSIONAL
X
X
X
X
X
X
X
X
X
BRAND ESSENCEVISUAL LANGUAGE
email mbunker@greygorilla.comtwitter @thegreygorilla
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