What are the 4 focus areas for telling the brand stories?

1. inspiring action or urgency
2. inspiring innovation
3. getting people to work together
4. leading change

What are the mission statement requirements?

To explain:

• who you are
• what you do
• why it matters

What are the 8 critical success factors for Brand Names?

1. short
2. simple
3. shocking
4. speak able
5. suggest the category
6. unique
7. alternative
8. personalized

What are the tag line types?

1. descriptive 
2. imperative 
3. provocative
4. superlative
5. specific

Describe the Imperative tag line.

Commands action, begins with a verb:

• just do it (Nike)
• Invent (HP)
• live without a plan (Virgin Mobile)
• have it your way (Burger King)

Describe the descriptive tag line.

Describes the product, service, or brand promise:

• you're in good hands (Allstate)
• what happens here stays here (Las Vegas)

Describe the Superlative tag line:

positions the company as the best in a class:

• the ultimate driving machine (BMW)
• the happiest place on earth (Disney Land)

Describe the Provocative tag line.

Thought provoking; usually a question:

• Got milk? (Dairy council)
• Where's the beef? (Wendy's)
• Is it live, or is it Memorex? (Memorex)
• Is there a Guitar Hero in you? (Guitar Hero)

Describe the Specific tag line.

conveys the business category:

• all the new that's fit to print (New York Times)
• drivers wanted (Volkswagen)
• takes a licking and keeps on ticking (Timex)

What are the media vehicles?

• Press
• Media
• news coverage

What PR project utilize the media?

• a new category
• promote the category

What are the types of Brand Marks?

• Word Mark
• Abstract/Symbolic marks
• Emblems
• Letter Forms
• Pictorial Marks

Describe the Word Mark brand mark type.

legible word or acronym with distinctive font characteristics

letter infused with personality, meaning, symbolism

pictorial element inextricably connected to the name of the organization. 

literal and recognizable image. May allude to name of company or its mission, or may symbolize a brand attribute.

abstract visual form to convey a big idea or brand attribute

What does logo color Red mean?

• passion
• energy
• power

• creativity
• energy
• warmth

• cheerful
• brilliant
• happiness

• Leadership

• Royalty

• Femininity
• happy
• healthy
• content

• trustworthy
• dependable
• friendliness
• simplicity

• luxury
• mystery
• sophisticated

• growth
• health
• environment

• purity
• innocence 

What does S.W.O.T. stand for?

• Strengths
• Weaknesses
• Opportunities
• Threats

What are the 5 brand name categories?

1. Descriptive
2. Fanciful
3. Arbitrary
4. Generic
5. Suggestive

Define the Fanciful brand category. 

invented, made up

Ex: Google

Uses real words in unfamiliar contexts

Ex: Apple

Literally describes the product or some characteristic

Ex: Hard Rock Cafe

Describes a general class of products or services

Ex: Yellow Pages