Introduction Branding and Communications - what they are Taking a brand to pieces - BP - branding exercise What’s it all for? Who can make a difference to you What is communications? “Effective communication motivates people and helps you to accomplish your goals.” What is communications? Your Audience Your Goals Your Messages What is communications? What is a brand? • The association between a person, organization or product and the end result.

1. Links to Learning

2. Overview
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Introduction
Branding and Communications - what they are
Taking a brand to pieces - BP - branding exercise
What’s it all for?
Who can make a difference to you
Summary

3. Introduction
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This morning
Who’s here?
Action sheets.

4. What is communications?
“Effective communication motivates people and helps
you to accomplish your goals.”

5. What is communications?
Your
Audience
Your Goals
Your
Messages

6. What is communications?

7. What is a brand?
• The association between a person, organization or
product and the end result.

8. For Example...

9. Find the End Result...
• Reality:
• Brand:
• Cramped
• Adventure
• Wet and cold
• Return to your youth;
what’s important
• Sweaty
• Hard work
• Bug bites, sore saddles
• Hungry
• Feeling good about
Yourself
• Friendship

10. Take Another Look
I’m going to die.
I’m going to die.
I’m going to die.

11. Taking a brand to pieces

12. • Old BP logo used from 1979 until 2000
• Corporate, conservative
• Needed to change to keep in touch with
changing demographics

13. Taking a brand to pieces

14. • As far away from gas as possible, more
like a face care logo.
• More feminine, use of sans-serif font
makes it more modern and understated.
• A big shift in brand appearance.

15. Ho
ne
• “The initial glow of the BP brand mark
has shown signs of wear as critics
charge that the brand is not meeting its
own challenge to adhere to
environmental and safety goals. ...the
Wall Street Journal speculates, that
ranking will slip (WSJ, 16 June 2006).
sty
• A company’s identity and position
statement cannot be simply pasted on to
inconsistent actions.”

17. Vectors
Professional
10
Edgy
1
10
1 Casual
Status Quo

18. Your turn!
Professional
10
Edgy
1
10
1 Casual
Status Quo

19. Vectors
Professional
10
Use
1
Edgy
Make
Utilize
10
Status Quo
Manufacture
1 Casual

20. What’s it all for?
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What’s the point?
What happens if you don’t do it?
How do you decide what to focus upon?

21. Who can make a difference?
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Who influences your organization?
What do you want them to do?
How do you prioritize?
‘Tools’
Feedback, consistency, adapting.

22. Summary
• Introduction
• Branding and Communications
• What they are
• Taking a brand to pieces - BP - branding exercise
• What’s it all for?
• Who can make a difference to you
• Summary.

23. Thank You
Richard Truman
richard@coppermoon.ca
778-929-1662