SlideShare uma empresa Scribd logo
1 de 19
Baixar para ler offline
Branding
Demystified
What Is A Brand?
Brand is the promise, the big idea, and the expectations
that reside within each customer’s mind about a product,
service or company.
Brand is the personality of an organization.

A Brand is not a
Logo
Corporate Identity
Product
Company
Strategy
Why Have Brands
Become Important?
Bottom line: good brands build companies
and add value.



Products are created in the factory.
Brands are created in the mind.
Walter Landor
Founder Landor Associates
Brand Touchpoints
Each touchpoint is an opportunity to strengthen a brand
and communicate its meaning.
When Is A Brand Needed ?




What a new identity can do           What a new identity can’t do

• Express the kind of organization   • Make people act
  you are                            • Change people’s minds
• Reassure the public that you are   • Make new friends
  who you say you are
                                     • Embody every message
• Connect your organization to         to everyone
  images and ideas
                                     • Respond to current events
• Serve as the consistent element
  that builds equity over time
• Provide consistency over
  communications channel
Why Invest In Brand Identity?
Make it easier for the customer to buy
Make it easier for the sales force to sell
Make it easier to build brand equity



Brands help customers cut through the proliferation
of choices available in every product or service category.
Scott M. Davis
Brand Asset Management
Ideals Overview
These ideals hold true whether launching a new brand,
resetting on older brand, or as a result of a merger.




                                coherence


                 meaning                       sustainability


       vision                  differentiation                  value


                authenticity                     commitment


                                 flexibility
Vision
A compelling vision by an effective, articulate, and passionate
leader is the foundation and inspiration for the best brands.
Meaning
The best brands stand for something; a big idea,
a defined set of values and a voice that stands apart.
Sustainability
Sustainability is the capacity of a brand identity
to last in an ever-changing environment.




                                        .
Commitment
An effective brand identity is tied directly to management’s desire
to nurture it. Identity systems must be clearly supported by the
company’s management and be enforced, and monitored when
necessary.



We recognize the value of a disciplined approach to building,
protecting and enhancing our brand.
David Guerra
Brand Management Director
Ernst & Young
Value
Within a company a brand identity has value when
it is viewed by senior management as an important asset.



A Strong Brand Commands A Premium
Value as a symbol
Value as an asset
Commitment to value is ongoing
Value is preserved through legal protection
Valued by marketing
Our Belief
A brand that makes consumers experience
a positive feeling is the one that makes them
open their hearts, and their wallets.

A Brand.            My Brand.
Our Past &
Present Work
Advertising Campaign
Wells Fargo
Advertising Campaign
Hometown Health




Ad & Brochure




Postcard
& Billboard
Advertising Campaign
IGT




           get out
                                    in front.
                                       You try to keep up, but life
                                       has other ideas. You read
                                       more, you talk to people. You
                                       know that the future is an
                                       open network, but will you be
                                       ready when it arrives?
                                       Reality is closer than you
                                       think. Only IGT offers
                                       the open architecture,
                                       networked floor and server-
                                       based gaming vision and
                                       functionality all designed
                                       to make your games and
                                       systems work together
                                       seamlessly.
                                       You have an appointment
                                       with the future. Don’t be late.




                                       The Right Vision.
                                       Right now & for the future.




                                       To learn more about IGT’s vision
                                       of the networked gaming future,
                                       visit: www.IGT.com/Open
 © 2008 IGT. All rights reserved.      or call 702-669-7777
Thank You
Contact   Kevin Melahn
          kevin@melahncreative.com
          775.544.9920




          All rights reserved
About Us

Kevin Melahn

Kevin Melahn has been part of the communications design revolution of the last quarter century from
letterpress to Wordpress®. With a BFA in Communications Design from the prestigious Parsons School
of Design, he started his career as an art director at Ogilvy & Mather in New York, working on print and
television advertising for Merrill Lynch, Owens Corning and Bosch.

Since moving to northern Nevada, Kevin went on to work as a Senior Art Director at DRGM Advertising, whose
clients included Bally’s, Nevada Economic Development, the Nevada State Commission on Tourism, and the
RSCVA. Kevin then went onto serving as Associate Creative at Trahan, Burden & Charles, where he led in the
rebranding of Harrah’s Casino.

Prior to starting Melahn Creative, Kevin was the Creative Director at International Game Technology in Reno.
There he led a creative team that evolved the company’s marketing communications department from a
technical services group into a full-service in-house enterprise focused on brand development.

Since leaving IGT, Kevin has begun a brand development consultancy, Melahn Creative. Using his 35 years
of branding, advertising and design experience, Kevin Melahn works with large or small organizations in
analyzing their brand, and offer solutions to move their brand forward. This may include logo development,
recommendations of various media platforms and social networking opportunities and other services.
Kevin also has a network of talented designers, copywriters, photographers, and web developers who join
the creative effort as needed.

Mais conteúdo relacionado

Semelhante a Melahn Creative Branding Demystified

Semelhante a Melahn Creative Branding Demystified (20)

Ad agency x digital: how to get it right?
Ad agency x digital: how to get it right?Ad agency x digital: how to get it right?
Ad agency x digital: how to get it right?
 
Content changes everything
Content changes everythingContent changes everything
Content changes everything
 
Digital Strategy 2012
Digital Strategy 2012Digital Strategy 2012
Digital Strategy 2012
 
Groop Skool Workbook: Inception 42911
Groop Skool Workbook: Inception 42911Groop Skool Workbook: Inception 42911
Groop Skool Workbook: Inception 42911
 
1010 Creative presentation final
1010 Creative presentation final1010 Creative presentation final
1010 Creative presentation final
 
Social Business
Social BusinessSocial Business
Social Business
 
Wow Introduction
Wow IntroductionWow Introduction
Wow Introduction
 
About Us
About UsAbout Us
About Us
 
Peter Fisk - Marketing Game-Changer
Peter Fisk - Marketing Game-ChangerPeter Fisk - Marketing Game-Changer
Peter Fisk - Marketing Game-Changer
 
Forward Branding
Forward BrandingForward Branding
Forward Branding
 
Forward Branding
Forward BrandingForward Branding
Forward Branding
 
About Us 1.1
About Us 1.1About Us 1.1
About Us 1.1
 
Reactive Credentials (2012)
Reactive Credentials (2012)Reactive Credentials (2012)
Reactive Credentials (2012)
 
Sterco Digitex Corporate Brochure
Sterco Digitex Corporate BrochureSterco Digitex Corporate Brochure
Sterco Digitex Corporate Brochure
 
Developers are easy to sell to
Developers are easy to sell toDevelopers are easy to sell to
Developers are easy to sell to
 
Generative AI on Digital Marketing for 2024 - Andrew Chow, Asia Pro Ventures ...
Generative AI on Digital Marketing for 2024 - Andrew Chow, Asia Pro Ventures ...Generative AI on Digital Marketing for 2024 - Andrew Chow, Asia Pro Ventures ...
Generative AI on Digital Marketing for 2024 - Andrew Chow, Asia Pro Ventures ...
 
Hedge Fund Website Design
Hedge Fund Website DesignHedge Fund Website Design
Hedge Fund Website Design
 
Wizdumb Profile
Wizdumb ProfileWizdumb Profile
Wizdumb Profile
 
Raphael Creations
Raphael CreationsRaphael Creations
Raphael Creations
 
Npog
NpogNpog
Npog
 

Melahn Creative Branding Demystified

  • 2. What Is A Brand? Brand is the promise, the big idea, and the expectations that reside within each customer’s mind about a product, service or company. Brand is the personality of an organization. A Brand is not a Logo Corporate Identity Product Company Strategy
  • 3. Why Have Brands Become Important? Bottom line: good brands build companies and add value. Products are created in the factory. Brands are created in the mind. Walter Landor Founder Landor Associates
  • 4. Brand Touchpoints Each touchpoint is an opportunity to strengthen a brand and communicate its meaning.
  • 5. When Is A Brand Needed ? What a new identity can do What a new identity can’t do • Express the kind of organization • Make people act you are • Change people’s minds • Reassure the public that you are • Make new friends who you say you are • Embody every message • Connect your organization to to everyone images and ideas • Respond to current events • Serve as the consistent element that builds equity over time • Provide consistency over communications channel
  • 6. Why Invest In Brand Identity? Make it easier for the customer to buy Make it easier for the sales force to sell Make it easier to build brand equity Brands help customers cut through the proliferation of choices available in every product or service category. Scott M. Davis Brand Asset Management
  • 7. Ideals Overview These ideals hold true whether launching a new brand, resetting on older brand, or as a result of a merger. coherence meaning sustainability vision differentiation value authenticity commitment flexibility
  • 8. Vision A compelling vision by an effective, articulate, and passionate leader is the foundation and inspiration for the best brands.
  • 9. Meaning The best brands stand for something; a big idea, a defined set of values and a voice that stands apart.
  • 10. Sustainability Sustainability is the capacity of a brand identity to last in an ever-changing environment. .
  • 11. Commitment An effective brand identity is tied directly to management’s desire to nurture it. Identity systems must be clearly supported by the company’s management and be enforced, and monitored when necessary. We recognize the value of a disciplined approach to building, protecting and enhancing our brand. David Guerra Brand Management Director Ernst & Young
  • 12. Value Within a company a brand identity has value when it is viewed by senior management as an important asset. A Strong Brand Commands A Premium Value as a symbol Value as an asset Commitment to value is ongoing Value is preserved through legal protection Valued by marketing
  • 13. Our Belief A brand that makes consumers experience a positive feeling is the one that makes them open their hearts, and their wallets. A Brand. My Brand.
  • 16. Advertising Campaign Hometown Health Ad & Brochure Postcard & Billboard
  • 17. Advertising Campaign IGT get out in front. You try to keep up, but life has other ideas. You read more, you talk to people. You know that the future is an open network, but will you be ready when it arrives? Reality is closer than you think. Only IGT offers the open architecture, networked floor and server- based gaming vision and functionality all designed to make your games and systems work together seamlessly. You have an appointment with the future. Don’t be late. The Right Vision. Right now & for the future. To learn more about IGT’s vision of the networked gaming future, visit: www.IGT.com/Open © 2008 IGT. All rights reserved. or call 702-669-7777
  • 18. Thank You Contact Kevin Melahn kevin@melahncreative.com 775.544.9920 All rights reserved
  • 19. About Us Kevin Melahn Kevin Melahn has been part of the communications design revolution of the last quarter century from letterpress to Wordpress®. With a BFA in Communications Design from the prestigious Parsons School of Design, he started his career as an art director at Ogilvy & Mather in New York, working on print and television advertising for Merrill Lynch, Owens Corning and Bosch. Since moving to northern Nevada, Kevin went on to work as a Senior Art Director at DRGM Advertising, whose clients included Bally’s, Nevada Economic Development, the Nevada State Commission on Tourism, and the RSCVA. Kevin then went onto serving as Associate Creative at Trahan, Burden & Charles, where he led in the rebranding of Harrah’s Casino. Prior to starting Melahn Creative, Kevin was the Creative Director at International Game Technology in Reno. There he led a creative team that evolved the company’s marketing communications department from a technical services group into a full-service in-house enterprise focused on brand development. Since leaving IGT, Kevin has begun a brand development consultancy, Melahn Creative. Using his 35 years of branding, advertising and design experience, Kevin Melahn works with large or small organizations in analyzing their brand, and offer solutions to move their brand forward. This may include logo development, recommendations of various media platforms and social networking opportunities and other services. Kevin also has a network of talented designers, copywriters, photographers, and web developers who join the creative effort as needed.