Branding Class Presentation March 2015
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Branding presentation as part of a workshop for graduating seniors. Students create their own brand learning every part of the process; creating their own line of denim. Class taught at FIT, NYC along with a partner-advisor for online marketing methodology from Google. Been a Branding/Social Media Industry Advisor at FIT since 2005.
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Branding Class Presentation March 2015
- 1. March 2015 andreacostadesign@gmail.com THE DENIM PROJECT
- 2. Branding is the marketing practice of creating a name, symbol or design that identifies and differentiates a product from other products. “ ”entrepreneur.com March 2015 andreacostadesign@gmail.com
- 3. American Marketing Association A brand is a customer experience represented by a collection of images and ideas; often, it refers to a symbol such as a name, logo, slogan and design scheme. “ ” March 2015 andreacostadesign@gmail.com
- 4. Top 10 Most Valuable BRANDS IN RATING ORDER . Source: Forbes 11/14March 2015 andreacostadesign@gmail.com
- 5. TEENSAND March 2015 andreacostadesign@gmail.com 20-30 YR OLDS INDIVIDUALITY BRAND
- 6. March 2015 andreacostadesign@gmail.com INSTAGRAM WE HEART IT YOUTUBE SNAPCHAT TUMBLER PINTEREST FACEBOOK GOOGLE+ YIKYAK LINKEDIN MEDIUM TEENSAND 20-30 YR OLDS
- 8. What is your mission? Who’s your market? Research. Know them. Align your brand’s look, feel, user- experience to your mission. Get the word out. Be where they are. Re- evaluate. Refine. Repeat. BRAND = STATIC March 2015 andreacostadesign@gmail.com
- 9. 71%of all adults online use Facebook in different ways – know how. March 2015 andreacostadesign@gmail.com 56%adults online AGE 65+use Facebook
- 10. colourlovers.com Adobe Color CC March 2015 andreacostadesign@gmail.com Color Resources
- 11. andreacostadesign@gmail.com MARCH 2015 DENIM marketing specifics
- 12. 6%ALL U.S. DENIM SALES 2014 March 2015 andreacostadesign@gmail.com Source: NBC news 1/15
- 13. Source: CNBC Feb 16, 2015March 2015 andreacostadesign@gmail.com 2%MASS MARKET DENIM SALES U.S. 11/14-1/15
- 14. GLOBAL JEANS MARKET March 2015 andreacostadesign@gmail.com $115B Source: EUROMONITOR $108B $122B ACTUAL2014 FORECAST2015 FORECAST2016
- 15. 9%LUXURY DENIM SALES U.S. 11/14-1/15 March 2015 andreacostadesign@gmail.com Source: CNBC Feb 16, 2015
- 17. Typography Style, color, experience: create feeling. March 2015 andreacostadesign@gmail.com
- 32. Environment Brand messaging in many ways Merchandizing is measured as to when a shopper pauses to look at a display. Ads can be received in real time to encourage purchasing. March 2015 andreacostadesign@gmail.com
- 33. March 2015 andreacostadesign@gmail.com 33! Marketing Your Brand Creating your branding and marketing plan. What is your voice (casual, friendly, intellectual, stylish…)? This effects your branding and customer relationship in creation. How do your customers feel? Plan the steps to create and monitor your relationship (sentiment analysis). Monitor their sentiment. Optimize. Measure. 1 2 3
- 34. March 2015 andreacostadesign@gmail.com The Customer Relationship. Improving engagement for growth/action Analyze engagement Adjust campaign How’s it going? Start……………… 34!
- 35. March 2015 andreacostadesign@gmail.com Developing the customer connection With active listening and engagement customer/brand connections are created and strengthened creating loyalty. Brands define their unique voice, aligning always with their core values and mission and yet need to have an appropriate voice for each social platform. For instance, connecting on weheartit.com, the brand’s an individual in the community (user-generated content strategy), an authentic, casual, personable voice. On the Facebook brand page, the brand persona is professional and storytelling: photos, videos with events and incentives. Brand tone will be different but core messaging is consistent. Messaging must be authentic and aligned with the brand; always appropriate to the environment. Be where your target market is. Stay aware, stay involved. 35!
- 36. March 2015 andreacostadesign@gmail.com Celebrity associations (still work) 36!
- 37. March 2015 andreacostadesign@gmail.com A few resources mentioned today: 37! What your customers are looking for: http://www.google.com/trends Mobile makes up the majority of time spent on the web. Find out more: http://think.withgoogle.com/mobileplanet Ideas for marketing on Facebook: https://developers.facebook.com/docs/ads-for-apps/resources Find out which bloggers you want to pitch to (affiliate marketing, give kudos, samples on their site, any association with those with klout) http://klout.com Top denim brands per country http://denimsandjeans.com/top-denim-brands/index.php?countrynames=USA&Submit=Get+Brand+Names Data on denim imports per country http://www.denimsandjeans.com/reports/search.php colourlovers.com Myfonts.com PANAGRAMS To reach me: andreacostadesign@gmail.com http://linkedin.com/in/andreacostadesign