branding class presentation march 2015

March 2015 [email protected]

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


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.

“”


Top 10 Most Valuable

BRANDS IN RATING ORDER

.

Source: Forbes 11/14 March 2015 [email protected]

TEENSAND


20-30 YR OLDS

INDIVIDUALITY BRAND


INSTAGRAM WE HEART IT YOUTUBE SNAPCHAT TUMBLER

PINTEREST FACEBOOK GOOGLE+ YIKYAK LINKEDIN MEDIUM

TEENSAND 20-30 YR OLDS


7!

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


71% of all adults online use Facebook in different ways – know how.


56% adults online AGE 65+use Facebook

colourlovers.com

Adobe Color CC


Color Resources

[email protected] MARCH 2015

DENIM marketing specifics

6% ALL U.S.

DENIM SALES 2014


Source: NBC news 1/15

Source: CNBC Feb 16, 2015 March 2015 [email protected]

2% MASS MARKET DENIM SALES

U.S. 11/14-1/15

GLOBAL JEANS MARKET


$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


Source: CNBC Feb 16, 2015

Typography Style, color, experience: create feeling.


18!March 2015 [email protected]

CONSIDER SCALE

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.



33!

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.

1 2 3


The Customer Relationship. Improving engagement for growth/action

Analyze engagement Adjust campaign

How’s it going? Start………………

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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.

35!


Celebrity associations (still work)

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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: [email protected] http://linkedin.com/in/andreacostadesign