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Summer 2009 - In This Issue

What Does Your Brand Say?
Organizing Creative Ideas
Do Your Really Need That?
Our Latest Project: Summit Design
Book Recommendations

What Does Your Brand Say?

In today's economic conditions, it's more important than ever to hear what you brand is saying to your customer. Your brand is a unique and identifiable symbol, association or name that should distinguish itself from other products or services.

A brand should serve as both a physical and emotional touch-point to establish a relationship between your consumers and the product or service offered. Brand attributes and associations can be positive or negative, functional or emotional, and can vary in importance and relevance to different customer markets.

Your Brand essence is the main characteristic that defines a brand. With this in mind, take a look at some thought-provoking questions to re-visit what your brand is or isn't saying...

• What does your brand promise and deliver to your customer?
• What does your brand do or provide to your customer?
• What key qualities do customers associate with your brand?
• What image does your brand have in the minds of costumers?
• What characteristics are associated with your brand?
• How is brand loyalty among your customers?

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Organizing Creative Ideas

When it's time design a new piece of marketing material for your company, product or service, or campaign, and you don’t have a creative agency to turn to for help, use these creative brief tips to define the process for both you and your designer that will keep you focused and on target.

Taking time to develop a well-outlined creative brief will save you a lot of time up front. It is the most effective way to get your company and the designer started with a clear understanding of what needs to be accomplished. An effective creative brief gives the designer direction and provides your team with established benchmarks to measure concepts against. Look for your brief to:

• Identify clear objectives
• Set priorities on project phases
• Connect objectives to your company positioning
• Note how you will measure and reach goals
• Define and characterize your target audience
• Outline time frames with specific details on scope and schedule
• Give the designer access to what he/she needs for creating the project, i.e. software, graphics, photos, copy
• Establish budgets Explain the review, decision and approval process
• Determine any procedural requirements that might hold up the project
• Contact us with questions on how to build a successful creative brief.

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Do Your Really Need That?

Slash overhead, conserve energy and hold on to your hats! It's 1930's mentality in advertising all over again. Back to basics is the message and showing your product and service as one of those precious basics is the key.

Companies peddling their products using comic relief as well are enjoying the new challenge as an opportunity for creativity. Two men stand in line at the grocery store, deciding to forego buying toilet tissue for Bud Light. Snuggies, the sleeved backward blanket thingy, made its corny debut and has seized on its newfound comic popularity - and practicality in keeping heating costs down. And feeding your family for just $4.99 per person seems to be the new price point. Target and JC Penny ads still have their clever designer stuff dancing to iTunes, but the message is definitely "lower prices for better stuff".

Luxury goods may suffer, unless they can truly market as a need or special occasion deal. Mercedes is advertising a smaller more economical model, but it's still going to be twice the price of a Toyota or a Ford. We consumers are extra careful with our hard earned cash these days, and we'll do a bit of research before being sold.

Through all of the recently overused terms - Meltdown, Slowdown, Downturn, Main Street, Wall Street - we have become lost in the real meaning of what we’re going through. After all when AIG, Bank of America, Citibank and the like take our taxes and splurge on luxurious spa packages, million dollar office makeovers and ill deserved bonuses, how are we consumers supposed to react? All kinds of emotions are there, but mostly advertisers must tread lightly while selling. We want to hear some compassion and need some comic relief at this point. This is where we see successes now in advertising.
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Our Newest Project... Summit Design

Summit Design is a wholesale cabinet maker in Ontario that needed help moving more than 500 units out the door. Never having sold to the public, they didn't know how to best advertise. We came up with regional cable advertising along with some radio spots in coordination. Their partner in the City of Industry agreed to help out and the TV spots started airing in March, advertising an 80% lower price than home improvement centers for much better quality. With the two locations in Ontario and City of Industry they are able to serve more clients geographically. If you are looking for cabinets/storage for any room in your home or office, give Summit Design a call today! 909-980-0700
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Book Recommendations

The Cool Factor: Building Your Brands Image through Partnership Marketing
Del Breckenfeld

BRAND sense: Build Powerful Brands through Touch, Taste, Smell, Sight, and Sound
by Martin Lindstrom and Philip Kotler

The Last Lecture [ROUGHCUT]
by Randy Pausch and Jeffrey Zaslow
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Share With Us

If you've read a great book, email the book title and author to us at: info@perryadvertising.com

For more information, please call 909-945-9500 or visit www.perryadvertising.com

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