Guest Lecture

Necessary components of a brand:

1. Positioning

Example of Prada doing boat racing, team Prada
Example of GAP aids in Africa, Red label

2. Storytelling 
Example of BMW - stylish fun
Example of Nike - enable

3. Design
Example of Coca-Cola bottle shape and red colour - brand power
Example of Apple: "Design must so good that you want to leak it" - Steve Jobs, 2011

4.Customer Relationship
Example of Travelogue - affordable, practical
Example of One and Only - concierge, personal services


What makes a brand successful?
- values
- mission
- point of difference
- adaptability

Example of BP vs British Petroleum name strategy changes


Touch points of a brand:
- advertising
- packaging
- online
- design collateral, posters
- PR
- signage

Brands going global:
- consistency of a brand offer
Example of Starbucks
- cultural differences
Example of HSBC
- harmonisation
Example of Opal Fruits change into Starburst


Tools to create a brand:
1.Expression of a brand - colour
2. Typography - font
3. Brand mark
4. Imagery, visions
5. Graphic device - panoramic/Eureka Illusion
6. Applications
7.Competitive Set

Exercise: Being able to portray the image and mission of a brand using visual graphics:


McDonald's

- animal - squirrel, represents fast service and children and family friendliness overall
- building - portraying colour schemes of the plays as well as mass targeting
 - drink - typical one
- car- family car, not too sophisticated
- furniture - family dinner table, place of warm and family gatherings
- -celebrity - comedy movies, joy, friends, happiness, always positive, not too elite or posh-style