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Presented at:
GlobalShop 2009 on March 23 2009
Sponsored by:
POPAI
The Global Association for Marketing at Retail
Delivered by:
Alfredo Muccino
Chief Creative Officer
Liquid Agency
Liquid Agency Brand Marketing Sponsored by:
Alfredo Muccino
Chief Creative Officer
During his career, Alfredo has been recognized by some of the world’s most prestigious design organizations. He has received awards from the
American Institute of Graphic Arts, the Western Art Directors Club, the Society of Publication Design, the Society of Business Communicators,
American Corporate Identity, and many others.
After selling his business to Full Moon Interactive, he decided it was time to start a new type of brand agency, and founded Liquid with Scott Gardner.
As Chief Creative Officer, Alfredo sets the tone for the creative approach and the brand strategy work that Liquid delivers. Over the years, Alfredo
has worked on significant brand strategy assignments and major product launches for companies such as Ask, Intuit, LSI, Microsoft, Seagate, Sony,
Plantronics, and Visa. Additionally, Alfredo is the founder of Carta Products — a company that makes sophisticated stationery products and home
accessories for the retail market. The collections Alfredo has designed are being sold worldwide, and have been featured in Martha Stewart Living,
InStyle Magazine, Interior Design, Home&Garden, Elle Decor, WallPaper and other publications.
Alfredo has been a featured speaker on the subject of branding and design at San Jose State University, the University of California Santa Cruz,
the Software Publishers Association Conference, the In-Store Marketing Institute, and has lectured across the country on the subject of Brand
Development for the Business Marketing Association.
alfredo@liquidagency.com
Liquid Agency Brand Marketing Sponsored by:
Our clients include Adidas, Hewlett Packard, Microsoft, PlayStation, Plantronics, Slice, Carta, Olive, and more.
Liquid Agency was founded in 2000, yet the partners are seasoned veterans with a diverse background that includes
brand strategy, design and marketing, and many years of experience delivering effective, results oriented programs.
Today we employ about 35 and have offices in San Jose, CA and Portland, OR - but work with clients worldwide.
If you’d like to learn more about what we can do at retail, please contact:
Branding
Why do
we care?
Liquid Agency Brand Marketing Sponsored by:
Why brand?
What is a brand?
Simply put….
Brands are
relationships.
Liquid Agency
Liquid Agency Brand Marketing Sponsored by:
www.xxx.com
Liquid Agency Brand Marketing Sponsored by:
Brand =
Relationship
Relationship = Sales
Liquid Agency Brand Marketing Sponsored by:
Technology
1. Create traffic.
2. Sell more products.
3. Build loyalty.
Liquid Agency Brand Marketing Sponsored by:
Differentiation
Personalization
Cross-selling
Promotion
Tracking
Liquid Agency Brand Marketing Sponsored by:
Case Studies
Case Study
Apple
Liquid Agency Brand Marketing Sponsored by:
Apple brand
Think
different.
Think different about technology. Think different about this company. Think different about our
products. Think different about yourself. Think different about the world.
Liquid Agency Brand Marketing Sponsored by:
Apple workshops
Classes, events, education, entertainment. The store is now a theater for the brand experience.
Liquid Agency Brand Marketing Sponsored by:
Apple widget
Apple EasyPay
Want to buy something at Apple. No need to to look for the cash register. It looks for you!
Liquid Agency Brand Marketing Sponsored by:
Apple metrics
Saks 5th Ave, generates sales of $362 per square foot a year.
Best Buy doe $930 (tops for electronics retailers).
Tiffany & Co. takes in $2,666.
Audrey Hepburn liked Tiffany’s for breakfast.
But at $4,032, Apple is eating everyone’s lunch.
Liquid Agency Brand Marketing Sponsored by:
Case Study
Pep Boys
Liquid Agency Brand Marketing Sponsored by:
Manny, Moe & Jack started out in 1921. Cars have changed. So has PepBoys. But their brand has
evolved along the way but they’re still “Car People”.
Liquid Agency Brand Marketing Sponsored by:
Replacing a printed catalog with a digital solution in order to deliver a better brand experience.
Liquid Agency Brand Marketing Sponsored by:
Makes it easy (and fun) to find the right parts. Provides up-sell information (premium versions)
Liquid Agency Brand Marketing Sponsored by:
Fleet Managers receive invitation to join the Pep Boys Customer Affinity Program – enter their
fleet info – and are provided with an RFID key fob.
The key fob recognizes them and presents relevant promotions + special deals.
Liquid Agency Brand Marketing Sponsored by:
Case Study
adidas
Liquid Agency Brand Marketing Sponsored by:
This is the attitude adidas has toward everything it does. It is the attitude that has influenced and
will continue to influence the brand strategy.
Liquid Agency Brand Marketing Sponsored by:
The campaign was extended to retail environments. Like the adidas Sport Perfomance store in NY.
Liquid Agency Brand Marketing Sponsored by:
The campaign included promotional elements (The Golden Ball Giveaway) and game broadcasts -
which were a great way to share the passion - and build a sense of community.
Liquid Agency Brand Marketing Sponsored by:
Face painting. In store and online. Yet another way for adidas to show it understands the sport.
Liquid Agency Brand Marketing Sponsored by:
Outside the store, people played foosball. Inside they tried their hand at videogames.
Liquid Agency Brand Marketing Sponsored by:
adidas motorsports
Performance on the track and on pit row, adidas + Dale Jr. is a winning team.
Liquid Agency Brand Marketing Sponsored by:
The Motorsports website educates, entertains and sells ClimaCool to its audience.
Liquid Agency Brand Marketing Sponsored by:
Engaging the user with video content can be very powerful and can promote product features.
Liquid Agency Brand Marketing Sponsored by:
Social media through networking sites has become increasingly popular, as well as an effective
way to spread the word about new products and services. Through Facebook, lovers of adidas
can check in on new apparel, sales and store events.
Liquid Agency Brand Marketing Sponsored by:
Case Study
method
Liquid Agency Brand Marketing Sponsored by:
method manifesto
New York
Liquid Agency Brand Marketing Sponsored by:
method packaging
The visual language of the package design immediately communicates that these products are
different. They are simpler, cleaner, more sophisticated. Essentially, they are way cooler.
Liquid Agency Brand Marketing Sponsored by:
method community
Method has used social media techniques (blogs, etc.) to create a community that fosters and rewards
“advocates”
Liquid Agency Brand Marketing Sponsored by:
New York
Method sends a well designed kit to the advocates and helps ensure that they spread the word.
Liquid Agency Brand Marketing Sponsored by:
New York
The blog page lets people know when Method’s Detox Your Home campaign, where ‘Pop Up Shops’
quite literally pop-up around the US and offer special discounts to those who have the password
shared on the blog itself, encouraging customers to stay connected digitally and drives retail activities.
Liquid Agency Brand Marketing Sponsored by:
method results
Liquid Agency Brand Marketing Sponsored by:
Case Study
intel
Liquid Agency Brand Marketing Sponsored by:
Intel brand
Leap ahead.
Setting the tone for the “new normal”….developing innovations that create a new way of doing
things. First new, then standard (normal).
Liquid Agency Brand Marketing Sponsored by:
Intel partners
Second Life: The latest and greatest online experience. Digital Life: the show that celebrates and
promotes tech trends and technologies. DataVision: one of NY’s top computer retailers.
Liquid Agency Brand Marketing Sponsored by:
The retail event was an experiment in “Digital Lifestyle”. We placed a world-renowned virtual builder
(Versu Richelieu) in the DataVision window where she lived for 72 hours and built an entire
neighborhood in Second Life.
Liquid Agency Brand Marketing Sponsored by:
We promoted the event through an email blast and set up a microsite where people could link and
participate in the event virtually. And, those who stopped by DataVision were offered a $100 discount
on Intel Core Duo based systems.
Liquid Agency Brand Marketing Sponsored by:
The press loved it. We got coverage in print and online. In real life as well as in the
digital world through RocketBoom, a well respected “vlog” and through podcasts.
Liquid Agency Brand Marketing Sponsored by:
The social networking sites and the blogs were abuzz with excitement.
Liquid Agency Brand Marketing Sponsored by:
Intel results
Case Study
nike
Liquid Agency Brand Marketing Sponsored by:
Nike PhotoiD
Liquid Agency Brand Marketing Sponsored by:
You can also make an appointment online for one of the few studios to design a completely
customized shoe with the help of your very own design consultant.
Liquid Agency Brand Marketing Sponsored by:
Case Study
starbucks
Liquid Agency Brand Marketing Sponsored by:
Starbucks brand.
Starbucks has most recently jumped on the in-store technological wave, teaming up with HP to
introduce Hear Music Coffee House, where customers can create personalized cd’s from a directory
of music-all in the time it takes to make a venti non-fat latte.
Liquid Agency Brand Marketing Sponsored by:
Using the personal touch screen tablet, you can select, mix and create cd’s from a library of music
within the system. Ten stores in Seattle already feature 68 Hear Music Systems that allow you to
hear songs, view videos and create your own media cd’s for prices lower than average. This
encourages customers to stay longer and drink more coffee, becoming an entire experience rather
than just stopping by for an early morning pick-me-up.
Liquid Agency Brand Marketing Sponsored by:
Starbucks events
The idea was also expanded to bringing select artists from the library of music in to the store for
small concerts to encourage community and the new music systems.
Liquid Agency Brand Marketing Sponsored by:
Case Study
yource
your
source
for
entertainment
Liquid Agency Brand Marketing Sponsored by:
The design and function of Free Record Shop reflects their idea of what entertainment stores
should be. Media stations, touch screens, sound showers and entertainment areas come
together to create a truly unique and enjoyable experience.
Liquid Agency Brand Marketing Sponsored by:
The touch screens use dynamic interfaces to assist customers in searching for music, viewing
trailers, getting information on new movies and games and much more.
Liquid Agency Brand Marketing Sponsored by:
Case Study
cellfire
Liquid Agency Brand Marketing Sponsored by:
Cellfire ideas
No clipping.
No printing.
No forgetting.
It’s easy to forget the coupon at home, it isn’t nearly as easy to forget your cell phone on the table
when you run out the door.
Liquid Agency Brand Marketing Sponsored by:
Cellfire features discounts for a wide variety of stores, which also has an option to search by zip
code, for discounts in specific areas through their website or from your mobile phone.
Liquid Agency Brand Marketing Sponsored by:
Cellfire.com also offers an online community for any questions or help that is needed, and to
share stories and opinions about the service.
Liquid Agency Brand Marketing Sponsored by:
Case Study
social media
Liquid Agency Brand Marketing Sponsored by:
adidas facebook
Adidas leverages FaceBook to connect to its audience through their channels…and uses it as
away to distribute promotions that encourage viral marketing and lead to more sales.
Liquid Agency Brand Marketing Sponsored by:
Dell Twitter+Facebook
In addition to fostering communication with their consumers, Dell also offers time-based promotions
through channels like Twitter, and Facebook.
Liquid Agency Brand Marketing Sponsored by:
Anyone on Twitter can look-up items in the Best Buy product catalog and check availability and nearest
store location right from their mobile phone. No internet connection required.
Liquid Agency Brand Marketing Sponsored by:
Conclusions
Liquid Agency Brand Marketing Sponsored by:
relationship.
Liquid Agency Brand Marketing Sponsored by:
Resources
Liquid Agency Brand Marketing Sponsored by:
For more information on the case studies in this presentation, please contact:
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Liquid Agency Brand Marketing Sponsored by:
Alfredo Muccino
alfredo@liquidagency.com
1.408.781.2717
www.liquidagency.com