2016 Norman Economic Summit: VI and NEDC's Branding and Research Project
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Tim Berney's presentation on VI Marketing and Branding's approach for the project with the Norman Economic Development Coalition.
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2016 Norman Economic Summit: VI and NEDC's Branding and Research Project
- 1. NEDC: BRANDING/RESEARCH PROJECT April 21, 2016
- 2. AUDIENCE POLL Text 3 words that describe Norman from an economic development perspective First, text NEDC to 22333 once to join Then text your answers (in one text or individually)
- 3. THE BRAND DIG PROCESS A brand is developed from existing factors Foundation for all communications External audience: Frame of reference Internal audience: Compass
- 4. A BRAND IS NOT A name A logo A product A person A campaign
- 5. A BRAND IS A PROMISE Communicates the value of the company Owns a position in the market Covers all targets Creates reasons to support the organization Is equally effective across all mediums
- 6. EQUIPMENT CHECK Our brand is born from our internal culture It’s important to know what our assets are Utilize in-depth interviews to uncover these
- 7. SURVEY THE ENVIRONMENT Who are our major competitors? What positions do our competitors occupy? What attributes appeal to our targets? Which attributes should be highlighted?
- 8. SURFACE COLLECTION How are we perceived? Are perceptions accurate? Which attributes should we exploit? Which attributes should we reposition?
- 9. GUIDED EXPLORATION Explore data Define brand characteristics Begin defining brand
- 10. SCREENING Run ideas through screening process Discard positions that don’t hold promise Explore those that remain viable
- 14. THE ARTIFACT A well-defined brand that is relevant to all Brand vision that defines our highest calling A brand statement for all communications Strategy to correctly position the brand
- 15. REVEAL PROCESS Key stakeholders involved throughout process Launch strategy is part of deliverable Remember, this is not about a logo and tagline
Hinweis der Redaktion
- Project is not about a logo and tag line. We are uncovering a brand and packaging it for sale. When I attended OU in the 80s Norman was evolving out of the college town mentality, realizing its potential, and gaining it’s identity to an extent…. Now we have all of these wonderful assets- workforce, quality of life, technology, retail, land, infastructure, proximity. We have a story to tell. That’s why we are here- to help craft that story. What we call branding.
- The process is about uncovering the brand, then piecing it together. So, we look at it sort of like an archaeologist would. The pieces are there- we need to uncover them. Here are the steps
- In-depth interviews
- Text 3 words that describe Norman (from an economic development perspective). https://www.polleverywhere.com/free_text_polls/phcpwQhMLMYovRY