Re: Value of Brand

Paula, I think you raise a lot of great points that many people can agree
and disagree upon.  Some of which I agreed with you on. With these different
perspectives/practices, we are fortunate to be able to see and read about
specific processes or words utilized to answer specific "design" challenges.
 
Of course, I feel obligated to share my vantage point.
 
Paula said: Really? What conclusive evidence supports a connection between
the various items and their ability to communicate a 'brand philosophy'?
 
I¹ll borrow a quote from a book,-- Can't Buy My Love: How Advertising
Changes the Way We Think and Feel by Mary Pipher (Foreword), Jean Kilbourne
 
"If you are like most people, you think that advertising has no influence on
you. This is what advertisers want you to believe. But, if that were true,
why would companies spend over $200 billion a year on advertising? Why would
they be willing to spend over $250,000 to produce an average television
commercial and another $250,000 to air it? If they want to broadcast their
commercial during the Super Bowl, they will gladly spend over a million
dollars to produce it and over one and a half million to air it. After all,
they might have the kind of success that Victoria's Secret did during the
1999 Super Bowl. When they paraded bra-and-panty-clad models across TV
screens for a mere thirty seconds, one million people turned away from the
game to log on to the Website promoted in the ad. No influence?"
 
Yes, you could call that a unique brand experienceŠ but that experience has
to take cues from somewhere to separate it from the crowded media space we
have today. Businesses invest money in their communications to push an
overall brand perceptionŠ that perception is what separates Coke from Pepsi,
FedEx from UPS, Ford from Chevy, etcŠ
 
I mentioned a brand philosophy in the previous email. The use of the word
"philosophy" was meant from the premise of a brand promiseŠ It¹s not meant
to just push an iconic device or what an organizational mindset should beŠ
It goes deeper than that. Reread  page 2  of the ³A model of Experience² pdf
and you¹ll see the triggers that ³A model of brand² can influence and add
value to an experience design approach.
 
Also,  think about how some ³brands² have leveraged their philosophies (the
brand PROMISE) as a basis of uniquenessŠ.
 
A few examples:
 
"Absolutely, positively, overnight" -- FedEx
"Your pizza in thirty minutes" -- Domino's
"Just Do It" -- Nike
"Cheap. Safe. Fun" -- Southwest Airlines
"When you care enough to send the very best" -- Hallmark
"A whole new shopping experience with fashionable clothing and accessories
for value-conscious customers" -- Old Navy
"You Deserve a Break Today" -- McDonalds
"Grip it and rip it" -- Golfer John Daly


Oh, for everyone else...

If you don't have the "A model of Experience" pdf.

It's uploaded to the following link:
http://groups.yahoo.com/group/AIGAExperienceDesign/files/



Derick Sumrall 
Interactive Media Designer

ODEN Marketing and Design
901-578-8055 (Tel) 
901-578-1911 (Fax) 
[email protected] 



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