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BrandlandUSA's Documents
El Marko ad, RJ Wilson and Maria Guilger, SCAD BrandlandUSA Phoenix Project
RJ Wilson Maria Guilger Branding Theory SCAD BrandlandUSA Phoenix Project Brand: El Marko Indelible Markers Brand problem: El Marko markers disappeared off the face of the earth. There was no longer a brand identity behind the product, which was the main problem of the brand. Brand solution: We recalled the identity of El Marko from being a forgotten brand, with the identity of the brand a masked hero as its logo, to being an outlaw artist who tears down the wall of structured society through his art. The brand is being personified as a rebellious artist trying to fight the corruption of society.
Category:Brochures/CatalogsReads:1,164Uploaded:05 / 30 / 2009ShareAdd to collectionHai Karate, Joaneda Kadidja Nobime, SCAD BrandlandUSA Phoenix Project
Student: Joaneda Nobime Brand : Hai Karate Brand Problem: Non-existing in the consumer mind (age 30 and under), can only be bought today as a collectible item on website like Ebay. Brand solution: Reposition Hai Karate as a “Sage” brand for mature men who believe that real strength is inner strength.
Category:Brochures/CatalogsReads:837Uploaded:05 / 30 / 2009ShareAdd to collectionHai Karate ad, Will Stearns, SCAD Phoenix Project
Brand: Hai Karate Student: Will Stearns Brand Problem: The Brand was discontinued because it was positioned as a “lover” brand, which did not differentiate it from most other colognes. Primary Research showed that consumers were repelled by the cheesy connection to karate. Brand was viewed as a cheap cologne for insecure young men. Brand Solution: Work with the true merits of karate such as independence and wisdom. Use connections with Asian philosophies such as Taoism, which teaches of harmony with the universe (going with the flow). Brand will represent self-exploration and the knowledge that comes from it.
Category:Brochures/CatalogsReads:580Uploaded:05 / 30 / 2009ShareAdd to collectionHai Karate ad 2, Will Stearns, SCAD Phoenix Project BrandlandUSA
Student: Will Stearns Brand: Hai Karate Brand Problem: Brand was discontinued because it was positioned as a “lover” brand, which did not differentiate it from most other colognes. Primary Research showed that consumers were repelled by the cheesy connection to karate. Brand was viewed as a cheap cologne for insecure young men. Brand Solution: Work with the true merits of karate such as independence and wisdom. Use connections with Asian philosophies such as Taoism, which teaches of harmony with the universe (going with the flow). Brand will represent self-exploration and the knowledge that comes from it.
Category:Brochures/CatalogsReads:603Uploaded:05 / 30 / 2009ShareAdd to collectionMr. Donut ad, Nick Brower, SCAD Phoenix Project
Nick Brower Advertising Naples, Fl Senior Brand repositioning overview Brand: Mister Donut Brand problem: Mister Donut was the largest competitor to Dunkin' Donuts, which was founded in 1950, before being acquired by Dunkin' Donuts' parent company, Allied-Lyons, in February 1990. The Brand no longer exists in the United States. Brand solution: Create the perception that Mister Donut is “The Chef Inspired Pastry.” Focus on being the gourmet doughnut that is inspired by chefs and made with fresh ingredients and rich taste, like the Kiwi and other whole ingredients.
Category:Brochures/CatalogsReads:568Uploaded:05 / 30 / 2009ShareAdd to collectionMr. Donut ad, Tamara Miller, SCAD Phoenix Project
Student: Tamara Miller SCAD Phoenix Project Brand: Mister Donut Brand problem: The brand is an unknown brand in the consumer’s mind and is no longer available in the U.S. It is however a very successful brand in Japan, The Philippines, and El Salvador. Brand solution: Bring Mister Donut back to the U.S. using the current archetype that’s being used in the Western Hemisphere.
Category:Brochures/CatalogsReads:829Uploaded:05 / 30 / 2009ShareAdd to collectionRadio Shack Website Tour, Josh Finkelstein, SCAD Phoenix Project
Student: Josh Finkelstein Brand: Radio Shack Brand problem: Weak sales due to big-box and online electronics retailer competition. New primary research indicated poor consumer perception of employee knowledge, which fought the brand's "we've got answers" advertising message. Brand solution: Use the consumer's perceptions to the brand's advantage. Position Radio Shack as a convenient alternative to getting lost in a big box store. Focus on how the brand allows consumers to "get on with their life" instead of shopping.
Category:Brochures/CatalogsReads:503Uploaded:05 / 30 / 2009ShareAdd to collectionRadio Shack, Rodrigo Mitma, SCAD Phoenix Project
Brand: Radio Shack Student: Rodrigo Mitma SCAD BrandlandUSA Phoenix Project Brand Problem: Big-Box and online electronic stores are superior in sales. Research shows that the consumer has a negative perception of the brand. Research also shows that people are displeased with the employee’s ability to help them. Brand Solution: Using the consumers’ notion of Radio Shack as only useful when convenient, we will rebrand Radio Shack as the convenient store. Repositioning Radio Shack as the alternative to big-box stores. The idea is for Radio Shack to help you “Get on with your life
Category:Brochures/CatalogsReads:594Uploaded:05 / 30 / 2009ShareAdd to collectionClimax Ginger Ale, Eric Bubash, SCAD Phoenix Project
The Phoenix Project Savannah College Of Art & Design Student: Eric Bubash Brand: Climax Ginger Ale Brand Problem: The brand is extinct. Newspaper archives revealed Climax ginger ale was positioned to the social elite but lost steam and later died in the 50’s. Brand Solution: Reintroduce Climax as the “Ritzy” ginger ale. Allow the archetype to accommodate today’s socio-economic realities with a little bit of “Rushmore” humor.
Category:Brochures/CatalogsReads:798Uploaded:05 / 30 / 2009ShareAdd to collectionClimax Ginger Ale ad, Callie Vinson, SCAD Phoenix Project
The Phoenix Project Savannah College Of Art & Design Student: Callie Vinson Branding Theory Climax Ginger ale Brand Problem: Climax was discontinued due to low sales. Modern primary research revealed that Climax had no perception in the mind of the consumers aged between 30-45. People had never heard of Climax, however, liked the name. Brand Solution: Utilize the name of the brand as their primary marketing strategy having Climax ginger ale as an edgy soda brand. Today’s younger market would not be offended by the risqué brand name. Brand: Climax Ginger Ale Brand Problem: The brand is extinct. Newspaper archives revealed Climax ginger ale was positioned to the social elite but lost steam and later died in the 50’s. Brand Solution: Reintroduce Climax as the “Ritzy” ginger ale. Allow the archetype to accommodate today’s socio-economic realities with a little bit of “Rushmore” humor.
Category:Brochures/CatalogsReads:1,039Uploaded:05 / 30 / 2009ShareAdd to collection
