miller 10 4 1 final

Introduction 1.1

7

19

Campaign Brief 2.1Moodboard 2.2

Color 2.3Logo Development 2.4

Campaign Assets 2.5

2. Creative2. Creative

21

USP SCAUnique Selling Proposition Sustainable Competitive Advantage

To regain market share and customer loyalty by being the #1 go to source for designer inspired interior colors that are easy to use and are always offered through quality, sustainable, stylish and innovative products.

To set themselves apart, Glidden is backed by the number one selling coatings manufacturer in the world employing some of the best coatings research and development teams. This allows them to continuously offer innovative and sustainable products in the marketplace at a competitive cost.

Products & Services DistributionCampaign Brief 2.1

Paint & Coatings Interior Design Home Depot WalmartSelect Retailers

22

Trendy/InnovativeC

onte

mpo

rary

Inve

ntiv

eC

reat

ive

Orig

inal

Cle

ver

C85 M50 Y22 K3R43 G113 B155

C75 M0 Y100 K0R57 G181 B74

C0 M80 Y95 K0R241 G90 B41

C35 M100 Y35 K0R174 G37 B108

C15 M100 Y90 K0R210 G35 B51

C15 M100 Y90 K0R210 G35 B51

23

C0 M100 Y0 K0R236 G0 B140

C76 M17 Y11 K0R0 G163 B204

C84 M27 Y100 K14R41 G126 B62

C12 M92 Y100 K4R206 G57 B38

Quality/Easy

Logo Development 2.4

27

Logo Development 2.4

29

http://www.youtube.com/watch?v=9CV5BTWKauQ

The f inished productThe f inished product

30

SearchEspanol E-News Professionals

Color Create Products BuyTips

Let us help you color!

Fashion Fushia

What’s new?Glidden and HGTV havepartnered for their new

series HouseMasters

Top 10 Colors for 2014

What’s ahead:Brighter Economy

Brighter Colors

My Color Planner

Quality & InnovationInspiration Tools

Where to buy Contact Us Media Site Map Color Accuracy

31

Campaign Assets 2.5

33

Campaign Assets 2.5Campaign Assets 2.5

The Campaign

34

Campaign Assets 2.5

35

Social Media

FacebookFacebook offers the chance for Glidden’s personality to shine through. Itoffer tips, design ideas and a voice for the brand resulting in a heightened

consumer awareness and loyalty.

Personable

38

C olor your world.C olor your world.

Logo Guidelines 3.1

39

Logo Specif ications

42

The Palette

44

C15 M100 Y90 K0R210 G35 B51C15 M100 Y90 K0R210 G35 B51

RedRed

VioletV ioletC35 M100 Y35 K0R174 G37 B108

C0 M80 Y95 K0R241 G90 B41

C75 M0 Y100 K0R57 G181 B74

C85 M50 Y22 K3R43 G113 B155

OrangeOrange

GreenGreen

BlueBlue

Used mainly for the Glidden logo, red reflects the qualities of action and excitement for the brand.

Implying creativity on a dignified and spiritual level, violet suppliesthe Glidden brand with a high level of sophistication.

Orange creates a call to action, implying the innovation and forward thinking of the Glidden brand.

Glidden, as a repainted brand, is enhanced by green. It’s rebirthand fresh qualities represent an evolved brand.

Blue is trusting, it is intellectual and most of all it is dignified. Arepainted Glidden is associated with these attributes.

Color Standards 3.2

45

46

PRESS RELEASE - FOR IMMEDIATE RELEASEKill Date: 12/22/2013

Contact: Darcie R Miller/Brand Manager

Glidden Paint to Introduce New Low VOC Paint line; LEED CertifiedStrongsville, Ohio - October, 15 2013: To be availalbe nationwide as a reflecionof the

TM

My Color Planner - Sara’s Bedroom T

Inspiration

Projects Undo Redo

Color Create Products BuyTipsProducts Tips

Glidden Interior PalletSearch Colors

Typefaces 3.3

47

Create

C olor your world

ToolsQuality & Innovation

Search


series HouseMasters



Brighter Colors


My Color PlannerColor Create Products BuyTipsProducts Tips

The Look

48

fresh stylishmodern

Image & Texture 3.4

49Original Innovative Creative

C25 M25 Y40 K0 C0 M0 Y0 K0

C lean

52

Espanol E-News Professionals

Create

C olor your world

ToolsQuality & InnovationInspiration

Search


Let us help you color!


series HouseMasters



Brighter Colors


My Color Planner

GLIDDENtv

Googlewww.glidden.com

Glidden

Interactive Media 4.1

53



Espanol E-News ProfessionalsHome

My Color Planner

Search

Inspiration

Import/Export

Color Selector

Favorites

Decorate

EspanolHome


Innovation - We start with understanding what our customers need, not just today, but tomorrow...

Quality - Before our paint goes in the can, it's torture-tested in our labs...

Search


Glid-ability — Glidden paint goes on smooth, no matter the paint formula or the �nish of the surface.

Quick Coat Coverage— With Glidden paint, you can cover many colors in just one coat. Out with the old and in with the new.

Endurance — We've scrubbed walls painted with Glidden paint 1,000 times with a nylon brush and scouring paste.

Stain Resistance — Tough stains can be removed with soap and water, so wiping down painted walls is a snap.

Scrub-ability — When walls require more than just a wipe-down, our paint stands up to heavy scrubbing with bristle brushes and scouring paste.

Bond-ability — Walls, doors and edges resist chipping and peeling because our paint is made to stick to even the most di�cult surfaces.

The Glidden® paint brand o�ers a rich tradition of innovation and color inspiration, having consistently embodied quality and performance

for generations of customers. From the �rst latex paints that were developed and marketed under the Glidden brand decades ago, to today’s

broad assortment of versatile paints, the Glidden brand makes it easy for consumers and paint contractors alike to turn inspiration into action

and add color to people’s lives.Learn More


Inspiration


Yellows BluesGreensOrangesReds Purples Pinks Whites Neutrals

Kitchens Baths Bedrooms Living Rooms Sun Rooms Dining Rooms Foyers Teens

Exteriors Furniture MuralsPorches Floors Ceilings Trim

SearchEspanol E-News ProfessionalsHome

Googlewww.glidden.com/color/plan

Glidden

Googlewww.glidden.com/innovation

Glidden

Googlewww.glidden.com/inspiration

Glidden

Espanol E-News ProfessionalsHome

Mobile Application

54

The mobile application supports the desktop and mobile website. It addresses Glidden’s need to stand out as an innovator amongst its competition. The mobile application will link the website and social media sites so that it

becomes the ultimate decorating tool.

My Color Planner - Sara’s Bedroom T

Inspiration

Projects Undo Redo


Glidden Interior PalletSearch Colors

Interactive Media 4.1

55

Select a C olor

Link to

Take a Photo

Import Image

Select a Color

Create

C olor your world

T V & Web C ommercial

56

Woman walks through a cityshopping district.

SHO

T #1

SHO

T #2

SHO

T #3

SHO

T #4

SHO

T #5

SHO

T #6

Something catches her eye She takes out her phone andstarts snapping pictures of design

elements; chair, �owers, etc.

Then she snaps a close up pictureof a color she loves from

a �ower.

FADE CUT

Fade to room with all the designelements taken with her phone.

Cut to Glidden info about ColorYour World app and online

project creator.

TM

Select a C olor

Link to

Take a Photo

Import Image

Select a Color

C olor your world.C olor your world.

Create

C olor your world

A woman who speaks to the target market will be used in the video. She and the target will share a common goal. To redesign a new space easily, efficiently

and expertly with the help of Glidden.

Video Advertisement 4.2

57

The campaign will air during prime time hours on network channels and during daytime hours on targeted cable channels such as HGTV and DYI. It will also be available through online outlets such as the website, mobile app

and social media.

Magazine Advertisement

58Two-Page Spread

TM

60

C olor C orrect

ONE GALLON (3.785 L)

TM

Quality & Innovation

SemiGloss

Latex Interior Base PremiumCoat

Lorem ipsum dolor sit amet, consectetur adipiscing elit.

porttitor gravida neque gravida rutrum. Interdum et malesuada

fames ac ante ipsum primis in faucibus. Praesent accumsan neque

sed risus bibendum rutrum. Etiam vitae sagittis turpis. Donec tinci

dunt elit ipsum, a feugiat enim eleifend nec.

Donec nec purus non urna aliquam sollicitudin ut elementum nulla.

Duis rutrum nisi lacus, sed ultricies tortor vulputate sed. Nam ipsum

metus, interdumvel congue id, ultricies et dui. Donec varius urna

id nunc viverra rhoncus. Proin orci eros, dignissim ullamcorper nisi

nec, tincidunt sollicitudin ligula. In fermentum elit tempus vehicula

mollis. Integer in libero ac eros viverra egestas nec at sapien.

Fusce aliquam nibhturpis, quis accumsan dolor porta in. Class apt

nt taciti sociosqu ad litora torquent per conubia nostra, per incept

os himenaeos. Aeean nisi arcu, eleifend vitae libero sed, pharetra

rhoncus ipsum. Mauris tempus metus nisl, non semper elit placerat

adipiscing. Lorem ipsum dolor sit amet, consectetur adipiscing elit.

Donec porttitor gravida neque gravida rutrum. Interdum et malesu

fames ac ante ipsum primis in faucibus.

Praesent accumsan neque Etiam vitae sagittis turpis. Donec tinci

sed risus bibendum rutrum. Etiam vitae sagittis turpis. Donec tinci

dunt elit ipsum, a feugiat enim eleifend nec. Lorem ipsum dolor

sit amet, consectetur adipiscing elit. Donec porttitor gravida neque

gravida rutrum. Interdum et malesuada fames ac ante ipsum primis

in faucibus. Praesent accumsan nequesed risus bibendum rutrum.

The Glidden® paint brand o�ers a rich

tradition of innovation and color inspiration,

having consistently embodied quality and

performance for generations of customers.

From the �rst latex paints that were developed

and marketed under the Glidden brand decades

ago, to today’s broad assortment of versatile

paints, the Glidden brand makes it easy for

consumers and paint contractors alike to turn

inspiration into action and add color to people’s

lives.

Branded Apparel 4.5

63

Professional Polos

The Buzz

64

MarySue233Search

Search, Pin and Plan your project here.

154 Boards 15,332 Followers 332 FollowingFollow All564 Pins 233 Likes

Color Inspiration Tips & Tricks Nurseries Living Rooms

Bedrooms Beyond Walls Exteriors Moldings & Trims

TM

Googlepinterest.com/gliddenpaint/

Glidden (gliddenpaint) on Pinterest

Month 9 - Week 3Multi-Platform Delivery

Campaign Asset - PinterestDarcie R Miller

6-30-13

Glidden paint Contact Me

Sign InBROWSE ROOMS FIND LOCAL PROS IDEABOOKS DISCUSSIONS Upload

1,245 Reviews Review me

Pro�le

The Glidden® paint brand o�ers a rich tradition of innovation and color inspiration, having consistently embodied quality and performance for generations of customers. From the �rst latex paints that were developed and marketed under the Glidden brand decades ago, to today’s broad assortment of versatile paints, the Gliddenbrand makes it easy for consumers and paint contractors alike to turn inspiration into action and add color to people’s lives.

Contact: Glidden

Type: Paint & CoatingsFollow Address: 925 Euclid Avenue,

Cleveland, Ohio United States, 44115Phone: (216) 344-8000

Website: www.GLIDDEN.comMoreIdeabooks

Photos

Reviews

Search professionals

Share Like 326 Tweet 437

Ideabooks (65) Discussions (129)Projects (114)

Colorful Inspiration (134 Photos) Blue Bedrooms (56 Photos) Creative Applications (78 Photos)

Googlewww.houzz.com/pro/gliddenpaint/

Glidden Cleveland, OH, US, 44115

65

Glidden Update Info View Activity

AboutO�cal Page for Glidden Paint. We’ve made if funand easy to color your world. Let us help youplan your project.

About - Fix a Problem Photos Likes Inspiration In the Community

42,342

Glidden HomeSearch for people, places and things

Googlehttp://facebook.com/glidden

Glidden

Highlights

Suggest Glidden to Your Friends See AllGlidden5 hours ago

Chat (23)

Pottery Barn

HGTV

Sponsored

Create Page

42,342 Likes 354 Talking About This

Social Media 4.6

miller 10 4 1 final

Documents

glidden logo

sustainable products

arepainted glidden

color standards

innovative products

evolved brand

repainted brand

logo guidelines