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TRANSCRIPT
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Believe:Innovation changes our expectations
of an industry. Such change is often
disruptive, which means that the
communication of a new idea must
be clear, unique and delivered
in a way audiences can easily
comprehend and celebrate.
Groundbreaking ideas take time
and talent to create, but they live
and die by the clarity with which
they are communicated. That is
why the orchestration of brand
voice and visuals is now a
fundamental tenet of successful
global business strategy.
Innovation Protocol has built
the proprietary process for the
definition and communication
of innovative ideas. Our
methodology is called Strategic
Brand Development, and we
are the protocol for brands
that innovate.
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03 Do & Know
04 Philosophy
05 Dont
06 Why Your Audience Should Believe in You
07 The Services of Innovation Protocol
08 Discovery
09 Brand Platform
10 Brand Architecture
The entire Innovation Protocol
team prepared the document
you are holding.
We hope you:
See a new way of thinking.
Feel empowered.
Practice what you learn.
Share what you come
to understand.
Contents
About The Authors
InnovationProtocol.
Innovation Protocol. All Rights Rese
11 Brand Naming
12 Visual Expression
13 Brand Execution
14 Brand Alignment
15 Brand Extension
16 How We Work
17 Philanthropy & Our Earth
Conscious Promise
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Abstract branding practices are dangerous.
Emotion and subjectivity influence hasty
brainstorms that can hazardously and impulsively
define an organizations present and future.
Our processes are deeply rooted in the business
strategies they support they are informed by
research and strategic insights that guide tangible
recommendations. The result: Revolutionary yet
grounded solutions to the most sophisticated
brand challenges.
03
Know:Brands are highly valued business assets both on the
balance sheet and in the minds of those in the market.
Our approach actively involves our clients leadership,
invigorates their partners and empowers staff to be
a part of the brands development, before we bring
the story to market. This requires a profound
understanding of all parties both inside and outside
the organization: Customer needs, leadership desires,
advocate interests, analyst expectations, partner
priorities and employee dogma.
Our relentless examinations draw forth from under
recognized truths about our clients and lay the
foundation for brand stories that the world can
truly believe.
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Strategic Brand Development isthe foundation from which all
effective brand communicationsshould originate.
Philosophy:
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Dont communicate until you know exactly
who you are and why you matter.
First, build a brand strategy from which all
facets of your communications can grow
consistently and with character.
Then, tell the world.
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Dont advertise.Dont market.
Dont publicize.
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BRANDING defines exactly
why an audience should
trust and remember your
advertising, marketing
and public relations.
It answers the questions of who
you are, why you matter, what
makes you different, what you
stand for and why an audience
should never forget why they
believe in you.
Heres whyan audience
should neverforget why they
believe in you.
ADVERTISINGinfluences
an audience through brief,
repeated communication.
Think TV commercials or
billboards on the highway.
MARKETING influences an
audience through direct,
detailed communication.
Think brochures or websites.
PUBLIC RELATIONS influenc
an audience through trust
third parties.
Think press releases or spee
to industry experts.
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The Services
of InnovationProtocol
1 2 3 4
The comprehensiveimmersion into every facet
of a brands business.
The brand messagingsystem from which all
other components of
a brand are built.
The formation of a brandsportfolio of offerings.
The shorthand methodfor verbal and written
identication of a brand.
Discovery
Brand
Platform
Brand
Architecture
Brand
Naming
5 6 7 8
The visual assets thatcommunicate a
brands personality
and perspective.
The implementation ofa brand strategy through
communication devices
across multiple channels.
The union of employees,investors, advocates and
other internal stakeholders
around a common set
of practices that informs
how they communicate
on behalf of a brand.
All components of a brand strategy must begin from a common
ground and work together as an integrated whole.
Whether applied to regional start-ups, national non-profits or
global conglomerates, the following services strategically address
each stage of a brands development in order to minimize risk
and maximize audience appeal.
The identicatanalysis of ma
opportunities t
new brand offe
Visual
Expression
Brand
Execution
Brand
Alignment
Brand
Extensio
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Secondary Research
Primary Research Focus Groups /
Interviews
Industry
Audit
Competit ive
Audit
Indirect
Competit ion
Direct
Competit ion
Communication
Audit
Identity
Presentation
Print
Web
Employees
Investors
Board of Directors
Customers
C-Level Executives
Management
Existing
Potential
Past
Marketing
Communications
Sales
Retail
Discovery
1.2 1.3 1.4
Understand your competitive
market position.
Know what influences your
brands perception, both internally
and externally.
Feel confident that recommendatio
made from this point forward are
informed by a comprehensive
understanding of your brands busin
Upon completion of this stage you will
This phase leverages unique, well practiced research
methods that are specifically designed for Strategic
Brand Development. Our programs include direct
and indirect competitor audits, industry analysis, and
identification of the most impactful methods to gain
exposure to target audiences. The Innovation Protocol
Discovery process remains one of the most intense
research practices in the industry and is a prerequisite
for all other services.
Such extensive pre-work enables the Innovation
Protocol team to objectively assess a brands true
state before offering advice. Our team members can
then conribute as highly informed third parties, whose
interactions are more productive through their rich
understanding of the business.
This practice results in an unbiased, broad understanding
of a brand and its unique market opportunities. Its why
Discovery has been the basis of our services since the
founding of Innovation Protocol.
1.1
Step 1
Discovery/ Brand Platform / Brand Architecture / Brand Naming / Visual Expression / Brand Execution / Brand Alignment / Brand Extension
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2 1 2 3 2 42 2
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BrandPlatform
At the heart of the Brand Platform is positioning the
story and tone that collectively reflect a brands unique
place in the market.
Additional Brand Platform elements include mission
and vision statements, brand personification and
the articulation of permanent core values. In short,
this stage establishes how the brand should be
communicated, both internally and externally.
The Brand Platform inspires synchronous communication
and ensures a strong, consistent and memorable
brand experience.
2.1
Brand Positioning
Brand Pillars
Brand Attr ibutes
Personality Traits
Mission
Vision
Summary
Statement
Tagline
External
Internal
Brand Messaging
2.3 2.42.2
Who your brand is.
Why your brand matters.
Why your brand is different.
Why your audience should
believe in your brand.
Upon completion of this stage you will
be able to communicate:
Discovery / Brand Platform/ Brand Architecture / Brand Naming / Visual Expression / Brand Execution / Brand Alignment / Brand Extension
09
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Brand Architecture distinguishes and clarifies a
brands products and services, while defining how
these components ultimately relate to one another.
It ensures that audiences can easily find, recall and
differentiate a brands offerings.
In this phase, offerings will be assessed, positioned and
branded based on organization- and industry-specific
factors. Considerations may include cross-product
ingredients that should be leveraged for audience
benefit, as well as brand integration models
for acquisitions.
Brand Architecture also helps manage changes
that will undoubtedly occur within any business. It
addresses such questions as how to migrate audiences
from one offering to the next and how to position a
new sub-brand so audiences understand its unique
value and association with the master brand.
Through proprietary, customized Brand Architecture
management models, Innovation Protocol enables
organizations to maintain portfolios of branded
offerings in an efficient and integrated manner.
Brand
Architecture
3.1
Portfolio
Strategy
Portfolio Management
Sub-Branding
Endorsed Brand
Co-Branding
Independent Brand
Platform Brand
Common Element Brand
Research Metrics
Visual Identity
Architecture
Information
Architecture
Architecture
Training
Implementation
Worksessions
Ingredient Branding
Architecture
Audits
Competit ive Audit
Current Portfolio Mapping
Direct
Indirect
3.2 3.3 3.4
What your brand offers.
Why each offering matters.
How each offering is unique
and related.
Why your audience can believe
that each offering should only
come from your brand.
Upon completion of this stage you will
be able to communicate:
Discovery / Brand Platform / Brand Architecture/ Brand Naming / Visual Expression / Brand Execution / Brand Alignment / Brand Extension
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4 1 4 2 4 3 4 4
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The most effective brand names succinctly reflect
an aspect of a brands story in a distinctive and
memorable manner. Despite their apparent simplicity,
names are very hard to create, and require extensiveexposure before they become loved. BMW, Apple,
Dell and Accenture have each lived as brand giants,
yet each of these names exemplifies completely
different naming approaches:
Brand
Naming
Because the Brand Naming process at Innovation
Protocol is as robust as our other services, it requires
the same level of competitive analysis, audience
assessment, market positioning and industry
command. Our procedure eliminates emotional and
personal naming preferences to focus on objective
measures such as long-term value, clarity, association,
trademark security and audience acceptance.
Testing is the final, critical phase of the Brand Naming
process. It ensures that a name can be translated,
appreciated, trademarked and easily pronounced
by audiences.
4.1 4.2
BMW:Acronym Name(BMW stands for Bayerische Motoren Werke
[Bavarian Motor Works].)
Apple:Abstract Name(Apple was inspired by the apple which
fell on Newtons head and is meant to
connote knowledge.)
Dell:Founder Name(Michael Dell founded the company while
making computers in his dorm room.)
Accenture:Fabricated Name(Accenture combines the phrase Accent
on the Future.)
TestingName Development
International
Relevancy
Trademark
Audit
Contextual
Testing
Web Audit
Program
Planning
Worksessions
Naming
Criteria
Naming
Strategy
Long List
Short List
Final List
Legal Counsel Support
Domain Acquisit ion
Web
Print
Voice
Trademark Pursuit
Translation
Regionalization
Globalization
4.3 4.4 4.5
What your brands are called.
Why each brand name is appropria
What each brand name means.
Upon completion of this stage you
will know:
Discovery / Brand Platform / Brand Architecture / Brand Naming / Visual Expression / Brand Execution / Brand Alignment / Brand Extension
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5 1 5 2 5 3 5 4 5 5
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Visual
Expression
Integrated visual systems reinforce a brands identity
by design, while delivering relevant visual cues to aid in
recognition and recall. Through extensive, client-involved
worksessions, the Innovation Protocol creative teambuilds graphic systems that help audiences quickly
recognize the visual character of a brand.
In this phase, fonts, photography style, color schemes,
shapes and icons are developed t o complete a brands
visual system. The brands logo is then prepared as a
brief visual signature, informed directly by the brands
design language.
This phase provides or ganizations with durable,
differentiated visual assets to produce efficient
and consistent branded communication tools.
5.1
Worksessions
Themeboards
Image Collection Image Treatment
Colors
Fonts
Design Elements
Execut
Mock-
Identity
Explorations
Research
Audience
Touchpoint Audit
Competit ive
Visual Audit
Visual System
Industry Audit
Design
Logo
5.2 5.3 5.4 5.5
Visually differentiate your brand.
Consistently communicate your
brands visual system.
Inform a brand experience
across a variety of touchpoints.
Upon completion of this stage you will
be able to:
Discovery / Brand Platform / Brand Architecture / Brand Naming / Visual Expression/ Brand Execution / Brand Alignment / Brand Extension
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6.1 6.2
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Brand
Execution
A brand lives day-to-day in devices such as sales
presentations, product packaging and digital media.
The strategic synthesis of these efforts enables a brand
to easily defend its competitive position, improvesaudience awareness and retains customer preference.
The Innovation Protocol team authors brand messaging
by using the Brand Platform elements as a foundation
for language and tone, then builds communication tools
that leverage the design systems developed in the Visual
Expression phase.
Brand Experience
Corporate Identity
Tradeshows
Website
Marketing Tools
Corporate Brochure
Product Brochure
Templates
Sales Sheets
Direct Mailers
Extranet
Intranet
Packaging
Environmental Design
Multimedia
Point of Purchase
Business Cards
Letterhead
Envelopes
Graphics
Booth
Collateral
6.1 6.2
Present a unified brand experience
Leverage branded communication
devices to reinforce your brand
value to each audience.
Communicate your brand story
through tools that are optimal for
your industry, market and customer
Upon completion of this stage you will
be able to:
Discovery / Brand Platform / Brand Architecture / Brand Naming / Visual Expression / Brand Execution/ Brand Alignment / Brand Extension
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7.1 7.2 7.3
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Brand
Alignment
Brands must be developed with internal audience
advocacy as a priority. These key stakeholders
ultimately sell the brands offerings, help recruit its
employees, promote it in the media and espouseits reason to be believed.
Innovation Protocol provides the tools, guidelines and
training expertise required to unite internal audiences
around a brand strategy. Our practices ensure that
the success of a brand is everyones responsibility,
not just the marketing team.
Brand Alignment programs range from face-to-face
seminars delivered to staff, agency and partner
constituents to fundamental media training for
executives engaged in public speaking on behalf
of the brand.
Brand Ambassador
Training
Worksessions
Brand Guidelines
Verbal Brand
Guidelines
Visual Brand
Guidelines
Executive Training
Presentation Delivery
Brand Messaging
De-Posit ioning
the Competit ion
Selling in a
Branded Way
Train the Trainer
Brand Tools
Brand Equity Surveys
Marketing Training
Sales Training
Brand Management
Protect your brand from
internal misunderstanding.
Ensure stakeholders know and
believe your brand story.
Empower internal audiences to
leverage and promote your brand
consistently as a team.
Upon completion of this stage you will
be able to:
Discovery / Brand Platform / Brand Architecture / Brand Naming / Visual Expression / Brand Execution / Brand Alignment / Brand Extension
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8.1 8.2 8.3 8.4 8.5 8.6 8.7
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Brand
Extension
Discovery / Brand Platform / Brand Architecture / Brand Naming / Visual Expression / Brand Execution / Brand Alignment / Brand Extension
The Innovation Protocol strategy team identifies
and evaluates opportunities to extend an established
brand into new markets without compromising its
current equities. Our process ensures the delivery
of prospects that provide new mind share while
simultaneously reinforcing brand strength.
The Innovation Protocol Brand Extension process
filters prospective extensions through market viability
analysis and audience desire studies to ensure
brand cohesion.
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Research Identification of
Key Audiences
Product
Brainstorm
Product
Screen
Interviews
Brand Attr ibute
Audience Alignment
Key Audience
Segmentation
Equity Audit
Collateral
Category
Explorations
Product
Explorations
Brand
Alignment Filter
Market
Demand Filter
Viability
Score
Extension Opportunity
Definit ion
Portfolio
Complement
Competit ion
Licensing
Prevalence
Distr ibution
Channels
Sub-Brand
Strategy
Identity
Messaging
Product
Development
Co-Branding
LicensingExtension
Guidelines
Protect your brand from overextens
Predict competitive actions in
evolving markets.
Identify, rationalize and pursue new
brand opportunities.
Project a reinforced brand identity
while growing market share.
Upon completion of this stage you will
be able to:
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Innovation Protocols infrastructure is built to support
the innovators we serve. Our team is dynamic and
unique to our industry, with talent ranging from seasoned
management consultants and analytical minds to
creative artists and boundless strategic thinkers.
The construction of our office space is customized to
heighten team interaction and creativity while also
enabling unparalleled client-oriented service.
Innovation Protocol is dedicated to providing secure
and accessible communication to each of our clients.
We employ email-based fax systems, globally accessible
web-hosted corporate email, remote-hosted company-
wide file sharing and a triple-secured client extranet.
Each of these benefits ensures t imely response to
client requests.
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We do what we can, where we can, to
operate as a sustainable business. Every
bulb in our office is compact fluorescent.
Clients are provided digital documents
whenever appropriate. Employees
are reimbursed for using alternative
transportation. Office furniture, building
materials and paper used at Innovation
Protocol (including the pages of this
brochure) are made of recycled
or renewable resources.
Our EarthConsciousPromise
Innovation Protocol proudly and
regularly offers its services to not-for-profit
organizations. Our employment contracts
state that each of our employees must
dedicate 10% of his or her work day to
a non-profit project.
In its first five years of business, Innovation
Protocol delivered over $1 million in no-fee
services to non-profit partners worldwide.
Beyond altruism, we enthusiastically
engage with non-profits because we
believe that they are the most challenging
and rewarding brand development
programs in the business.
Philanthropy
Think With Us
To learn more about
Strategic Brand Development,
please contact us:
info @ InnovationProtocol.com
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