1. Logitech.com Creative Brief Prepared for John Bauer, Director of Internet Marketing Observations/Suggestions By: Rick Barron September 8, 2006 Logitech Corporate Web Creative Brief September 8, 2006 Written by: Rick Barron

2. Table of Contents Introduction 3 Overview 4 Site Goal 4 Key Attributes 4 Observations 5 Look & Feel 6 Consistency 7 Home Page 8 Missing A Sale? 9 Dead End 10 Banners 11 Selling The Brand 12 Brand Message 13 Defining branding 14 Brand Attributes 15 Best Practices 16 Best Practices-Style 17 Best Practices-Product Pages 18 Best Practices-Home Pages 19 Best Practices-Promos 20 Suggestions 21 Home Page 1 22 Home Page 2 23 Home Page 3 24 Mood board: Photography 25 Staging Promos 26 Futures 27 Logitech Corporate Web Creative Brief September 8, 2006 Written by: Rick Barron

3. Introduction T he purpose of this creative brief is to provide some quick observations and suggestions to the upcoming redesign of Logitech’s web site. Currently the services of Sapient have been hired to help with the redesign of the sites web architecture. This document provides a snapshot of what I see as areas for enhancement, along with examples of ‘best practices’. While I was not hired to perform such duties, I confess that design is where my passion is, in addition to wanting to contribute to the success of Logitech. Rick Barron Logitech Corporate Web Creative Brief September 8, 2006 Written by: Rick Barron

5. Review of site - OBSERVATIONS - Logitech Corporate Web Creative Brief September 8, 2006 Written by: Rick Barron

6. Look & Feel: Products Page Experience Page Support Page Review of the site displays various web template structures, a landscape that is simple in appearance but lacking in excitement and not presenting products in their best light. First impressions gives one a sense that Logitech is just another ‘peripheral company’, and doesn’t differentiate itself from their competitors. The Logitech brand appears weak and lacks strength. Downloads Page Partners Page About Logitech Logitech Corporate Web Creative Brief September 8, 2006 Written by: Rick Barron

7. Consistency: With so many variations of menu bars, links, titled pages, graphic layout, color tone; it appears that pages are built in a ad hoc manner. There’s a lack of uniformity. Closer Review: 1. Two of the six topic pages have titles, while the others do not. 2 . Three of the six main pages have secondary links even though the topics are identified in the body of the page. 3. Variations in height of green header bar. 4. Use of graphical layout is inconsistent throughout. 5. Color tone is not the same. Products Page Experience Page Support Page Downloads Page About Logitech Page Partners Page Logitech Corporate Web Creative Brief September 8, 2006 Written by: Rick Barron

8. Home Page: 1) Home page lacks an engaging look/feel 2) Color tones are on the dark side thus not calling out easily that something new is being stated. 3) A lot of white space left unused. Information appears jammed together. 4) Banner sizes are not uniformed, thus look out of alignment. 1 2 3 4 Logitech Corporate Web Creative Brief September 8, 2006 Written by: Rick Barron

9. Missing a sale?: 1) Home page identifies product in subtle manner under ‘What’s New’. 2) Link takes you to a page titled ‘News’ (?) which provides information about the topic. 3) What the ‘News’ page doesn’t do is after calling attention to the product, provide a link to take the customer to the product called out. It appears as a dead end. Potential sale lost? No link off ‘New’s page to product page. 1 2 3 Logitech Corporate Web Creative Brief September 8, 2006 Written by: Rick Barron

10. Observation: Dead End No link off ‘New’s page to product page. 1) Link call users attention to information that calls speaks to the value add about the product… 2) Only to be taken to a dead end. This type of ‘Product or Page Unavailable’ appears in many areas. Need a QA process if not one already. 1 2 Logitech Corporate Web Creative Brief September 8, 2006 Written by: Rick Barron

11. Banners: Too much content Out of alignment and two many links on one banner 1) Banners need to be short and to the point and engaging. 2) There needs to be a standard by which there is no more than one to two lines of text, and photography needs more polish and professional/exciting tone to it. 3) Promos need to be staged more strategically so that they are visible, thus above the fold. What’s visible above the fold…on a 21” screen. Unless one scrolls all the way to the bottom, promos are missed and perhaps a sale. 1 2 3 Logitech Corporate Web Creative Brief September 8, 2006 Written by: Rick Barron

12. Review of site - SELLING THE BRAND - Logitech Corporate Web Creative Brief September 8, 2006 Written by: Rick Barron

13. Best Practices: Branding “ A brand for a company is like a reputation for a person. You earn reputation by trying to do hard things well.” Source: Jeff Bezos, Chairman and CEO of Amazon Logitech Corporate Web Creative Brief September 8, 2006 Written by: Rick Barron

14. Best Practices: Defining importance of branding A brand or branding often means different things to different people. This is in part due to the fact that a brand embodies so much. Sometimes it is easier to talk about a brand in terms of what it is not — or not only. For starters, despite popular opinion, a brand is not a logo. Though a logo is one of several easy and effective ways of representing a much deeper brand meaning. Indeed, a brand is a company's face and voice to the world. It is how people experience a product, service or corporation. It is a distinctive relationship and personality that relates a promise that is understood by anyone who comes in contact with it. While it is possible to duplicate a product or service, the brand associated with it cannot. A strong brand is capable of staving off commoditization and elevating products and services above their category — becoming more valuable in the process. Simply put, a brand is trust . A consistent set of differentiated expectations. Logitech has a good brand, but can be enhanced with improving the imagery, typography, color usage, and engaging web landscapes. In short, instill the emotion for the customer that they have made an intelligent purchase; and those that haven’t…will. Logitech Corporate Web Creative Brief September 8, 2006 Written by: Rick Barron

15. Brand Attributes: Approachable Friendly, Inviting, Human, Accessible, Appealing, Warm, Positive. Authoritative Knowledgeable, leading, Smart, Relevant, Solid, Trusted/Respected, Visionary, Certain Fun Playful, Creative, Youthful, Amusing, Colorful, Happy, Clever, Full of life, Fresh Cool Confident, Understated, Energetic, Refreshing, In the know, Hip, Full of attitude, Unique Fashionable Together, Up-to-date, Sophisticated, Cool, Adaptive, Stylish, Imaginative Selective Quality-oriented, Top-notch, Discerning, High-end, Solid, Well-built, Name-brand Brand attributes are a functional or emotional associations that are assigned to a brand by its customers and prospects. Brand attributes help clarify what you’ll want the site to convey when customers arrive. Below are some attributes that came to mind when thinking about Logitech’s web site. Logitech Corporate Web Creative Brief September 8, 2006 Written by: Rick Barron

16. Review of site - BEST PRACTICES - Logitech Corporate Web Creative Brief September 8, 2006 Written by: Rick Barron

17. Best Practices: First and foremost you need to stir emotion about your brand. Second, establish an environment that will get the customers engaged. The first few pages of your web site will tell a customer whether or not they want to stay and look around or not. More to the point, give them a reason for coming back. Logitech Corporate Web Creative Brief September 8, 2006 Written by: Rick Barron

18. Best Practices: Product Pages Logitech Corporate Web Creative Brief September 8, 2006 Written by: Rick Barron

19. Best Practices: Home Pages Logitech Corporate Web Creative Brief September 8, 2006 Written by: Rick Barron

20. Best Practices: Promos Apple Computer Nike 1) Promos are simple, teasing in manner and a little text goes a long way. 2) Good use of banner buttons, along with products identified by their iconic symbols. 3) Consistent use of color tone theme, along with simple verbiage. 4) Color theme and rich tone of graphics evokes an emotional stir with the reader. Adobe 1 2 4 3 Logitech Corporate Web Creative Brief September 8, 2006 Written by: Rick Barron

21. Review of site - SUGGESTIONS - Logitech Corporate Web Creative Brief September 8, 2006 Written by: Rick Barron

22. Home Page: #1 Tease the audience Simplicity of products Logitech Harmony 880 So easy, it’s child’s play. Logitech Corporate Web Creative Brief September 8, 2006 Written by: Rick Barron

23. Instill Excitement Call out the value add Home Page: #2 Logitech Corporate Web Creative Brief September 8, 2006 Written by: Rick Barron

24. Promote Relations Get their curiosity Home Page: #3 Logitech Corporate Web Creative Brief September 8, 2006 Written by: Rick Barron

25. Moodboard: Photography Creative Fun Photography on the site needs to express many moods so as to help stir emotion about Logitech’s product lines. Think in terms of ‘slick’, ‘must have’, ‘innovative’, a ‘leader’ in the field and not just having the largest market share. Innovative Freedom 1 2 3 4 Logitech Corporate Web Creative Brief September 8, 2006 Written by: Rick Barron

26. Good Practices: Staging Promos Apple Computer Sun Microsystems Promos are quickly seen and above the fold. 1 2 Logitech Corporate Web Creative Brief September 8, 2006 Written by: Rick Barron

27. Futures Below are just my thoughts for some futures to consider…I have more. 1 Web site should have a page that offers tips [‘So how do I…?’] on using Logitech products. Be ‘the’ source of information for our products. See Apple site for example . Draw information from ‘Logitech Forums’. Identify ‘Top 10’ Trouble Shooting Articles. Provide a FAQ listing for products. 2 Break down products into six categories [Gaming, Internet Communications, Keyboards/Desktops, Mice, Remotes, and Speakers] so as to simplify the breakdown of Logitech’s offerings. The 19 listings stemming from the ‘Products’ pull down is too much to absorb, let alone decipher quickly in the users mind. Go with naming conventions that resonates with the user. 3 Have a web page that promotes Logitech’s engineering design of the various product lines. Celebrate the use of design in our products…your working relationship with the vendor in Oregon, Ziba , design awards Business Week…tote your horn off the web site! 4 Stage links on product pages that helps push other product purchases…’people who have bought this product also bought this…’ 5 ‘ Home Page’ needs to ‘pop’! Stage new releases that display products in a manner that will engage the user. Call out partnership announcements likeYouTube and Skype [don’t hide them in the ‘What’s New’]. Change featured product/story every 5-7 business days. 6 Consider a blog. 7 A section that covers how Logitech’s products are used in various office/personal environments…define the benefit customers have gained from using Logitech products from mice, home entertainment and more. See Apple Pro and Adobe sites for examples. 8 Go for a Webby. What better way to compliment the new design such that it adds to the credence of the product lines found on the web site. 9 Think about producing podcasts to help customers be informed and engaged. Utilize Web 2.0 and it’s advantages. Adobe follows this practice . 10 Instill a QA program/practice that ensures pages are current with product types, localization, no dead ends, no ‘workarounds’, etc. Conduct a quarterly review with product groups. Logitech Corporate Web Creative Brief September 8, 2006 Written by: Rick Barron