Transcript CREATIVITY - Muskingum University

CREATIVITY
• What is it?
• Can anyone be
creative?
• Brainstorming
MARKETING
GOLDEN
CREATIVITY & BRANDING STRATEGY
BRANDING STRATEGY
• Name, Slogan, and Logo
– Nike, “Just Do It”, and the Swoosh
• Integrated Brand Promotion [IBP]
• Holistic Promotion of Image/Positioning
MARKETING
GOLDEN
CREATIVITY & BRANDING STRATEGY
WAYS TO NAME
• Functional (White Out, EZ Off)
• Sir Names (Campbell’s, Ford)
• Initials- mostly generated for consumer
convenience (IBM, UPS)
• Wordplay (Harpo for Oprah)
• Arbitrary (Domino’s Pizza)
• Emotional (Victoria’s Secret)
• Invented (Exxon, Xerox, Kodak)
• Metaphors (Life Savers)
MARKETING
GOLDEN
CREATIVITY & BRANDING STRATEGY
GOOD VERSUS BAD NAMES
• GOOD
• BAD
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Promotes Image
Descriptive
Suggestive
Memorable
Distinctive
Easy to use, read,
spell, and pronounce
– Scope for Expansion
MARKETING
GOLDEN
– Initials (JR’s Bar)
– First Names (Joe’s
Bar)
– Overused (Corner Bar)
– Ugly, Obscene, and/or
Offensive
– Close Copies
(McDougal’s)
– Overly quirky spelling
(Kwality Kitchens)
CREATIVITY & BRANDING STRATEGY
SLOGANS
• Relatively Short
• Can be Temporary
or Permanent
• Integrate with Promotions
• Communicate
Qualities or Services
• Focus on Customer
MARKETING
GOLDEN
Playing for
Muskingum……
Priceless!
CREATIVITY & BRANDING STRATEGY
LOGOS
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Need Elaboration
Symmetrical
Associative
Natural or Organic
MARKETING
GOLDEN
CREATIVITY & BRANDING STRATEGY
COLORS
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Green and Blue
Initial Importance- Fight Clutter!
Various Associations
3+ Trend!
Contrast for Visiblility
MARKETING
GOLDEN
CREATIVITY & BRANDING STRATEGY