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INNOVATION IN MOTION

TIME TO MOVE YOUR BRAND FORWARD


“you can’t escape your brand.
either you make the customer experience
or it gets made without you.”
-UNKNOWN

CONTENTS
1. what is a brand? 2
2. what is branding? 20
3. branding vs. marketing, advertising & publicity 26
4. 10 qualities of every successful brand 30
5. when is it time to reinvent your brand message? 33
6. mymuze brand fundamentals 37
7. time to move forward 42
8. mymuze: your brand innovation agency 43
this is a product.

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this is a logo.

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THIS IS A

4 BELIEF IN ACTION
what is a brand?
It’s a belief in a brand’s promise that
moves a consumer to action.
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let’s try this again...

this is a product.

What Barack Obama offered


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this is a logo.

How we identify with Barack Obama 7


THIS IS A

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belief in action.

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do people believe in Your brand?

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a brand is a belief that lives in
the mind of a consumer.
it’s a belief in your brand’s
promise, message and commitment
that moves them to action.
it’s believing in change and
voting for Obama. got it?

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If your brand does not exist
THE BOTTOM LINE IS: in the mind of the consumer,
your brand does not exist.
A brand is not just an eye-catching logo or a
name that is frequently advertised on TV.
A brand is a promise, made with the
customer and built up over time through
consistent communication and delivery of
that promise to them. Thus the very mention
of your brand’s name should trigger a

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series of expectations not only about what
you or your company offers, but your
quality, your purpose and any number of
images and associations, which the consumer
can relate to, both emotionally and
rationally. The power of your brand lies in
its ability to influence consumer behavior.

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myMUZE can create,
nurture, manage and
promote your desired
brand image while we proactively
establishing an enduring
perception about your
brand in the minds of
consumers.

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* deliver your brand message clearly
* further establish your brand’s credibility
* connect you to your targeted prospects emotionally
* motivate your buyers
* generate consumer loyalty

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when you think Starbucks what do you think?

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coffee, right?

that’s the power of branding.


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WHAT IS BRANDING?
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branding is the process of
building and positioning a brand’s
message, image or promise in the
minds of consumers. branding
ensures that the brand image you
want is the brand image you have.
in the consumer’s mind,
perception is reality.
each branding effort should help
define, position, and strengthen your
brand image IN THE CONSUMER’S MIND.
Example:
a popular branding strategy used by some of tOday’s
most successful brands is the process of owning a
word or phrase in the minds of consumers.

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coffee PIZZA LUXURY

When your brand begins to own a word or phrase in the consumer’s mind, you will begin to dominate your
competition. The word or phrase that you want to own must meet a want, need or add value to the consumer’s life.
You do this by consistently promoting and integrating your brand’s message at every point of public contact.
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challenges to current branding modelS
CURRENT MODELS mymuze INNOVATION
messaging involvement
static dynamic
promising delivering
look and feel experience
fantasy authenticity
advertising culture
audience community
consistency coherence
image currency
passive interactive

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Strong branding is invaluable. As the battle for customers intensifies
day by day, it's important to spend time consistently investing, researching,
defining, and building your brand’s image. Branding is the foundational piece of
your communication -- one you do not want to be without.

myMUZE: WE ARE your branding partners.


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BRANDING is the process of building and
positioning your message in the minds of
consumers.
publicity grows that brand message
marketing promotes that brand message
advertising maintains that brand message
PUBLICITY, MARKETING and ADVERTISING are the tools to expand what branding establishes in
the mind. Using any of these tools without establishing a strong branding message is just a waste
of money. Many C-Level executives simply think the answer is to turn branding problems over to
their marketing, advertising or public relations firms and let them deal with the issues of brand
building and sustainability. This can be a lethal mistake. While their involvement can be, and
should be, significant and beneficial, developing a great branding strategy first is paramount to
moving your brand in the right direction.

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BRANDING IS INCREASINGLY CRITICAL FOR BUSINESSES IN TODAY’S COMPETITION. IT IS
A COMMON MISTAKE FROM SOME COMPANIES TO INTERPRET BRANDING WITH WEB
DESIGN, LOGO DESIGN AND MEDIA ADVERTISING. Many branding companies also
claim to be different, the best and the biggest, but still cannot
differentiate between branding and marketing. If you can’t build a great
brand message in the minds of consumers, then all the advertising,
marketing, fancy packaging, sales promotion, web designs, and public
relations in the world won’t help you achieve your objective. branding
“pre-sells” your brand, product or service to the consumer in the mind
first. That old expression “Nothing happens until somebody sells something”
is being replaced by today’s slogan,

“Nothing happens until somebody brands something.”

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myMUZE can effectively deliver your
brand message to the world.

myMUZE is your branding agency.

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10 qualities of every successful brand:

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recognizable
consistent
visually impactful
dependable
trustworthy
comfortable
quality
reliable
valuable
focused
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How did Google, Starbucks, Coca-Cola, Mercedes and other great brands get those
10 qualities? They knew the answers to these questions and kept them top of mind:

1. What business is our brand in?


2. What is our brand’s purpose?
3. What differentiates our products and services from our chief competitors?
4. What is superior about the value we offer our customers?
5. Where is our brand going?

These simple questions can help you narrow your focus and dominate your brand’s category
or field. The ultimate objective of any branding strategy is to dominate a category. When you
dominate a category, you become extremely powerful. Microsoft has over 90 percent of the
worldwide market for desktop computer operating systems for a reason--they focused in on
software and dominated the category.

You can dominate your category. It all starts with branding.

myMUZE can move your brand forward.

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when is it time to reinvent your brand message?

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brand repositioning decisions are
often triggered when a significant
market shift occurs. Often, changing
social, economic or technical trends
cause brands to lose appeal, making it
critical for a company to review the
long-term potential of the current
brand message.

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reinventing or repositioning a brand
involves brand strategies designed to give
an existing person, company, product or
service a new position in customers’ minds
in an attempt to change a product or
company’s market potential.

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Sometimes radical transformation is
needed (for example, if the market for your
brand is shrinking permanently). Other
times a slow, steady brand migration
process might be more effective. Either
way, over time, brand evolution is
essential in order for brands to flourish
rather than just survive.

Even in times of relative market stability, an


effective rebranding effort can reaffirm the
loyalty of existing customers while
helping to attract new ones, enabling a
brand to reemerge with a new presence, a
riveting promise and a fresh approach.

myMUZE:
we are your brand energizers

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myMUZE
branding
fundamentals

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establish and promote a unique, have a “brand story.” When you
memorable, distinctive brand message. identify your brand, you also
communicate its heritage and its
origin, typically the business founder’s
values and business Principles.

have an iconic symbol or image that


vividly displays your brand’s identity.

establish a great brand strategy.


have a descriptive word or phrase
that tells the customer where to
place your brand in their mind’s eye.

develop great brand programs and


partner with myMUZE for brand
management (why?)
have a brand tag line that expresses
your brand’s functional and emotional
benefits to customers.
BECAUSE:
1. myMUZE can differentiate your brand from everyone else in the market.

2. myMUZE can create and promote your brand identity so that it will be
perceived as meaningful and will communicate your point of difference.

3. myMUZE can establish brand esteem. consumers will feel good about using
your brand vs. a competitor’s brand. brand esteem is tied to brand loyalty.

4. myMUZE can deliver your brand message in a way that people understand.
customers need to understand and believe in how your brand is
different from ITS competitors. IF THEY ARE UNABLE TO CONNECT, THEY WILL GIVE
UP ON YOUR BRAND.

myMUZE: WE ARE your branding partnerS.

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INNOVATION distinguishes between a
LEADER and a follower.
- steve jobs, APPLE innovator

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it’s time to discover the possibilities time to move your brand forward

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What are we: What we do:
A Brand Building Company Think, Create, Plan,
We are an integrated brand consulting and design agency;
and Deliver
leaders in brand innovation. We partner with powerful brands
To win in today’s market, your brand must keep a slot in the
to discover and manage their possibilities. Our job is to move
consumer’s mind. Your brand needs to begin and remain
brands forward by perfecting their promise to the world. We
credible, competitive, current, and relevant to customer
develop and deliver unique brand images across every
wants, needs, and interests. That means you need to tune in
consumer touch point while establishing an enduring
to market conditions, consumer preferences, and cultural
perception about our clients in the minds of consumers.
trends not only when you first establish your brand but also
Since 1998 our company has provided creative brand
on a regular basis as your brand ages.
consultancy to high profile people and companies. We have
worked with mega-brands such as Nelson Mandela, Sony
we partner with you to create, manage, refine or translate
Music, Sports Illustrated, Time Warner, Fox, Universal Music,
your brand message to the world. we uniquely develop what
NASCAR’s Dale Earnhardt, Inc., DELL, Subway, Apple, Target,
people will positively believe about your brand. your brand is
Nike, Disney, HBO, Memorex, and Yahoo! just to name a few.
not a logo, color, product or just a word, it is an experience.
we use a combination of research, market and financial
myMUZE is composed of a team of seasoned brand architects
analysis and statistics to define the opportunities of
and design industry professionals with diverse experience.
innovation. we don’t want you to make decisions based on
We work collectively to provide an innovative approach in the
what we think, we want you to make sound decisions on what
development and execution of consumer driven brand
you know. We’ll show you what really drives demand and how
building strategies. Our team is immensely qualified to
your brand can minimize risk. This will give you the
manage the essence of your brand and translate it into
confidence to make the right “value creating” decisions.
profits.

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How we do it What we don’t do
Our Process JUST Offer solutions
1. We discover, analyze and assess your branding needs Most agencies offer solutions. We don’t. We are not a
2. We conduct market research & analysis solution based agency. We are all about proactive innovation.

3. We think possibilities A solution is defined as the process of solving a problem or


4. We get creative dealing with a current situation. That’s being reactive. We
are a proactive agency. Being proactive means “creating or
5. We develop a plan of action
controlling a situation by causing something to happen
6. We manage the executables rather than responding to it after it has happened”.
7. We keep accountability
myMUZE is in the business of brand proactivity, not solutions.
8. We communicate and involve your audience
We partner with brands to create outcomes and fulfill goals
9. We engage and retain your audience to create brand loyalty through innovation. We do not manage problems,
10. We increase your brand value and market share we create results.

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who are we:
WHAT DOES MYMUZE MEAN?
In ancient times the word muse was defined as a source of
inspiration. Inspiration is defined as the process of being
influenced to do something creative.

Muse = Inspiration = the birth of myMUZE

We put a “my” in front of our version of muse (myMUZE) to imply that


you own your inspiration. Your brand no longer has to have a source
of inspiration, with myMUZE we believe your brand can be the
inspiration.

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01 02
BRAND RESEARCH & DIGITAL BRAND
ANALYTICS MANAGEMENT
» we improve brand
performance by fusing » with the growth of social
integrating market research, media, we create online digital
market and financial statistics identities using a wide array of
into a single insightful report to social tools, cultivating your
influence good branding personality on the internet.
decisions.

07 08
BRAND IDENTITY BRAND STRATEGY
agency
disciplines & services: » we create and manage the
marks that visually represent
» we develop measurable
plans to strengthen, create
our proactive tools your brand. and sustain growth for your
brand.

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BRAND RELATIONS BRAND ADVERTISING

» to the public, we bridge the gap » we conceptualize and execute


between your brand’s promise how your brand message will be
and your brand’s delivery. presented and maintained to the
world.

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03 04 05 06
BRAND ENGAGEMENT BRAND CREATION BRAND MESSAGES BRAND DEVELOPMENT

» we create messages that » we craft a brand's asset into a » we develop the single idea » we create an entire presence
encourage consumers to clear concept and message that which details the brand’s that speaks volumes about your
experience your brand. is easily recognized and ultimate reason for existing. brand and its unique capabilities.
remembered.

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BRAND NAMING BRAND POSITIONING BRAND RETAIL CORPORATE BRANDING
ENVIRONMENTS
» we discover how your brand’s » we develop creative ways your
» we create names that can unique message will best stand brand can occupy a physical » we capture your company’s
grow, sustain and translate your out in a competitive market. it’s space that will be engaging and vision and bring it to life visually.
brand's message to its targeted the process of finding an encouraging to shoppers. with
audiences in the most effective unfulfilled want or need in the experts in branding and design,
manner. consumer’s mind and addressing we create a shopping
it with a distinctively different experience that will be
and ideally suited offering. meaningful to your customers.

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BRAND INTEGRATION SONIC BRANDING BRAND PROGRAM BRAND MANAGEMENT
EXECUTION
» this involves the development » we develop audio branding » we establish and execute » we manage the presentation
of specific objectives, strategies that can be used to reinforce creative initiatives that generate of your brand identity and brand
and tactics to integrate the your brand identity. brand awareness. message across your entire
brand message where your organization and through all
customer spends their time. media and communication
outlets.
IN CONCLUSION: it takes a team
A successful brand must offer a relevant choice to its target audience. A successful brand needs to speak
to its audience in a compelling and consistent way. Your brand is a business asset. Keeping your brand’s
promise consistently will attract loyal buyers who will return to buy again and again. As a brand owner, the
benefit to you is that forecasting cashflow becomes easier with repeat customers, and you can plan and
manage with greater confidence the development of your business.

In partnership with you, myMUZE will put measurable key performance indicators in place to drive
consumer loyalty and build brand value. We will ensure your brand continuously delivers benefits that meet
and exceed customer expectation. We will monitor the quality of your brand, service or products,
create customer-driven designs and help you make life more enjoyable for your customers.

We will ensure that your brand is relevant to your defined audiences through rigorous segmentation,
tailored messaging, a unique proposition, and creative execution.

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we are your team
We will ensure that your brand is 1) differentiated from your competitors, 2) credible in the consistency of
your promise and 3) positioning is creative and strategic. The promise made will be the promise delivered.
Your brand will remain fresh and exciting through constant evolution.

We will ensure that your brand’s pricing captures the customer’s perception of value by striving
for a premium cost, linking pricing to intangible benefits, and communicating exclusivity.

We will work with you to ensure that your brand is understood by all employees and acts as the central
organizing principle. Employees’ behavior must be aligned with your brand’s message and managed and
rewarded as such. Your employees will be engaged in evolving your brand. We will manage your brand as a
long-term asset, internally and externally.

Our job is to distinguish your brand from its competitors and deliver an experience that leaves your
customers satisfied and likely to look for your brand again and again.
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Our Promise:
We believe in the power of ideas to deliver innovative brand results. Our ideas are born out of powerful
research-driven insight, resulting in unparalleled outcomes. We believe that the establishment of a unique
image is the key to building a great brand. Our practice is to develop brand strategies that allow
companies to capitalize on their unique market presence, while ensuring that their brand’s promise is
increasingly represented. With guiding actions, both big and small, we’ll deliver on that brand promise.

We believe our purpose is to help clients build lasting brands that command consumer loyalty. We promise
to create captivating ideas that make your promise consistent and true to the brand’s image and identity.
myMUZE matches its mission with corresponding actions that benefit our clients.

Our mission is clear: To create and build brands in value with excellence and stability.

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OUR WORK

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NELSON MANDELA
SERVICES FOR NELSON MANDELA FOUNDATION:
BRAND STRATEGY, BRAND IDENTITY, BRAND ENGAGEMENT, BRAND CREATION
Nelson Mandela has never wavered in his devotion to democracy, equality and myMUZE was engaged to create brand programs to positively bring awareness to
learning. Despite terrible provocation, he has never answered racism with racism. the brand. We focused on engaging the public with meaningful positioning of a
His life has been an inspiration, in South Africa and throughout the world, to all who project called “Global Lessons”. The project harnessed the power to not only
are oppressed and deprived, to all who are opposed to oppression and deprivation.* educate the world about his purpose, but also to enrich people’s lives. The project
was created to further convey the message of Nelson Mandela as a catalyst for
* Reference from www.nelsonmandela.org hope.

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DALE EARNHArDT, INCORPORATED
SERVICES FOR DALE EARNHARDT INCORPORATED:
BRAND STRATEGY, DIGITAL BRAND MANAGEMENT, BRAND DEVELOPMENT, BRAND ENGAGEMENT
Dale Earnhardt was a legend of American auto racing, nicknamed “The myMUZE was challenged to create a brand strategy that could build and maintain
Intimidator” for his competitive instincts and hard-driving style. Competing in the brand’s value during the country’s economic crisis. Our focus was to clearly
the NASCAR racing league, Earnhardt had 76 career wins and won the Winston differentiate the value of DEI in the market place, and set it apart from the
Cup championship seven times; as NASCAR grew in popularity during the 1980s competition. We developed brand programs that were technically brilliant and had
and 1990s, Earnhardt became one of America’s most popular athletes before he emotionally charged content that was based on the core values of the company. In
passed in 2001. Today his legacy lives on through his company Dale Earnhardt, Inc. this way, the brand’s profile was maintained on an ongoing basis and at the same
(DEI). DEI was founded in 1980 by Dale and Teresa Earnhardt, DEI is headquartered time constantly reinforced.
in Mooresville, North Carolina. Dale Earnhardt, Inc has several business entities
focused on philanthropy, auto racing and the promotion of the Dale Earnhardt Our work ranged from strategic brand consultancy to brand identity, and
Legacy both nationally and internationally.* developing and creating creative brand management tools that would engage new
and existing consumers to interact with the brand.
* Reference from www.daleearnhardtinc.com

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nike
SERVICES FOR NIKE:
DIGITAL BRAND MANAGEMENT, BRAND ENGAGEMENT, BRAND RESEARCH & ANALYTICS
It all started with a handshake between two visionary Oregonians - Bill Bowerman message into involvement. We created brand programs that positioned their brand
and his University of Oregon runner Phil Knight. They and the people they hired online and honed in on their communications to achieve new levels of clarity,
evolved and grew a company that became Nike from a US-based footwear inspiration, and emotional impact for their target customers.
distributor to a global marketer of athletic footwear, apparel and equipment that is
unrivaled in the world.  Focusing on Nike’s “commitment” to innovation, we aligned the brand with
business partnerships that ensured that brand value was being created through
Our goal in partnering with Nike was to elevate the message of innovative thinking. proper brand positioning with young, diverse, well-educated consumers .
We developed an approach to brand engagement that focused on turning Nike’s

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YAHOO! MUSIC
SERVICES FOR YAHOO! MUSIC:
BRAND INTEGRATION, DIGITAL BRAND MANAGEMENT, BRAND ENGAGEMENT
Yahoo! Music is the provider of a variety of music services, including internet Our brand integrations and online design recommendations allowed the company
radio, music videos, news, artist information, and original programming. to expand its impact to young consumers and the online community.

We were asked to develop a digital brand strategy that would provide the brand
with a unique, clearly defined and visible position in the entertainment industry.

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sports illustrated
SERVICES FOR SPORTS ILLUSTRATED:
BRAND INTEGRATION, DIGITAL BRAND MANAGEMENT, BRAND ENGAGEMENT
Sports Illustrated (SI) is an American sports magazine owned by media The program was designed to develop awareness and readership of this magazine
conglomerate Time Warner. It has over 3 million subscribers and is read by by college students. 
23 million adults each week, including over 18 million men, 19% of the adult
males in the United States. It was the first magazine with circulation over We created a digital platform and offered a downloadable digital music
one million to win the National Magazine Award for General Excellence twice.* compilation inspired by the sporting world culture. The web site traffic exceeded
32,000 unique users in four months.
SI has a good share of the market, but young sports consumers felt left out of
the objectives that SI was establishing, so SI created Sports Illustrated On Campus. myMUZE carried the creative and administrative load, secured licensed content,
We developed a branding program to involve the younger generation for and constructed a dedicated web site to support the downloads. We also cross
SI On Campus. branded this effort with Nike and Dell.
* Reference from sportsillustrated.cnn.com

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MAX SIEGEL
SERVICES FOR MAX SIEGEL:
BRAND IDENTITY, DIGITAL BRAND MANAGEMENT, BRAND DEVELOPMENT, BRAND STRATEGY
Max L. Siegel is the former President of Global Operations at Dale Earnhardt Inc., We worked with Max to establish his personal brand’s differentiating factor from
one of the top motor sports franchise in NASCAR. As one of the most influential other powerful executives in his field. We wanted to have a clear and distinctive
executives in the entertainment and sports industries, Siegel made history as the brand that would stand out from all the rest.
highest-ranking African American executive in NASCAR.*
myMuze ensured that Siegel’s brand identity and online digital brand was
Siegel now leads NASCAR’s Drive for Diversity program in addition to returning to distinguished from his competitors and delivered a great experience.
an Indianapolis law firm to specialize in sports and entertainment.
* Reference from maxsiegel.com

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A Vertical Stacked Logo

B Horizontal Stacked Logo C Symbol

NELSON MANDELA IDENTITY SIMONE SmALLS PR IDENTITY

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cytexone IDENTITY Rockin’ the vote IDENTITY

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DALE EARNHARDT INCORPORATED
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emi music publishing
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creflo dollar ministries
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mymuze rockin’ the vote
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THE LOCMAN FUND
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THIS IS MY WALK
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OUR
BRAnD
RELATIONSHIPS

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myMUZE Incorporated
244 Madison Avenue Suite 103
New York, NY 10016
Contact Us
Let’s explore the P: 646-417-8115 x703
possibilities E: innovation@mymuzeinc.com