See Things Differently

Transcription

1 See Things Differently OVERVIEW 1

2 Expecting blue? Expecting the status quo? Consultants in expensive suits who overcharge and under-deliver, delegate virtually everything after the pitch and are unaccountable for anything actionable. Ones who only scratch the surface because it s easier to espouse platitudes than dig-deep and tackle your unique situation. Simply wanting to placate you by saying what they think you want to hear in order to move on to the next profit generating engagement. BrightBlue Partners is the brand and marketing anti-consultant. We are disruptive and different, involved in each aspect of every client engagement. We go deep and wide. Our process is straightforward; our team is agile; our deliverables are operational. Bottom line: we are relentlessly committed to producing unexpected insights, ideas, options and actions that create real value. That s why our logo is unexpectedly red. OVERVIEW 2

3 What We Do BrightBlue uses a proven blend of experience, analytics, creativity and pragmatism to build, grow and manage brands that create measurable marketplace advantages for our clients. We do this by going deep in five primary areas: Brand Strategy We believe good brand strategy is the external communication of the internal business strategy. To achieve this, we make the brand central to the business strategic aims. We start by digging deep and asking the right questions. Quantitative and qualitative research, coupled with the ability to translate insight into action, enables us to build strategies that guide brands so they are impactful from inception and enduring over the long term. By fully understanding your business current category debate we can develop a brand strategy to best influence it and create competitive advantages. This strategy becomes the brand s road map determining what a brand stands for, where it has been and where it is going. Most importantly, the strategy steers the brand through its lifecycle. BrightBlue identifies and recommends opportunities and positions brands for short-term impact and long-term value. Our Brand Strategy offerings: Research and Analysis Opportunity Identification Brand Platform and Positioning Development Brand Experience Alignment Brand Extension Identification Post-Launch Assessment OVERVIEW 3

4 Brand Architecture As markets continue to evolve and fragment, it has never been more critical for organizations to establish a clearly defined brand architecture system. This approach provides structural clarity, enabling effective and consistent communication about the relationships between brands and sub-brands to desired audiences. It also provides tangible results. By creating a logical, efficient portfolio structure, brand architecture prioritizes resources according to the significance and potential of brands in achieving your business goals. BrightBlue believes brand architecture is about vision making sure you have the right portfolio to get you where you want to go. We develop architecture structures that take into account both present and future scenarios, making the most of current business conditions while preparing for growth, innovation and changes in market dynamics. Our Brand Architecture offerings: Audience and Offering Segmentation Structure Development Brand Management Tools and Guidelines Transition Planning Portfolio Management Naming What s in a name? More than one might think. Through systematic ideation, the right name captures the spirit and essence of a brand. And not just in individual names, but entire nomenclature systems. Within the framework of a larger system, a memorable name can leverage existing brand equity, while allowing a new brand to claim its own turf. But with over 1,838,007 registered trademarks, 415,026 new trademark applications and ¼ billion URLs in 2012, creating names that are differentiated, evocative and ownable has never been more challenging. BrightBlue has a network of exceptional naming professionals, not copywriters, who bring decades of experience to creating memorable names as well as discipline and clarity to solving complex product family naming. Our Naming offerings: Names Naming Systems Nomenclature Management Tools Naming Guidelines Linguistic and Cultural Screenings Taglines OVERVIEW 4

5 Identity and Design Design captures brand strategy in one powerful visual that brings the strategy to life. It is a study of subtle, yet powerful tools that embody the culture of an organization, express a brand promise or showcase the personality of a product. It expresses a corporate vision, sets a brand apart from competitors, and is an enduring, unforgettable and compelling signpost for customers, employees, and shareholders. BrightBlue believes to be successful, visual identity must do more than capture attention; it must create a visual language for analytical knowledge and strategic thinking. It must combine rigor and creativity. Our world-class designers believe the visual is as much a disciplined strategic endeavor as it is an artistic and creative one. Our Identity and Design offerings: Corporate and Brand Identity Brand Identity Brand Management Tools RFP Development, Agency Selection and Project Management Digital BrightBlue understands that a customer s first encounter with a brand is often through digital media. Whether through branded entertainment, social media or a mobile app, your brand conveys its personality, makes an impact, and delights or annoys through this digital experience. We can help your brand best connect with target audiences by presenting a consistent visual image and speaking in a unified voice across all platforms. Our goal is to ensure your brand s multiple touch-points work together to deliver a consistent user experience that delivers on the brand promise and solidifies brand recognition. Our Digital offerings: Brand Experience Assessment Digital Strategy Digital Branding Branded Entetrainment OVERVIEW 5

6 Founder s Credentials Natalie Ross Natalie is a seasoned branding professional, having worked at the world s leading branding firms, as a brand marketing professional within a Fortune 500 company and as a principal in her consulting firm focused exclusively on branding. These experiences are enriched by her successes as an entrepreneur and as founder of a social media app. Board Positions: WNBA s Atlanta Dream Inspiring Woman Foundation and Partnership Against Domestic Violence Recognition: Adjunct Marketing Professor at Georgia State University s J. Mack Robinson College of Business Civic/Non-Profit Work: BronzeLens Film Festival; Georgia Campaign for Adolescent Pregnancy Prevention; Stop Bullying: Speak Up; and WellSpring Living After mastering her skills in business strategy, market analysis, competitive intelligence and brand building with the world s foremost branding firms, Interbrand and Landor, Natalie relocated from New York to Atlanta to start 800 Degrees. It quickly became known for its brand opportunity assessment, brand positioning, architecture and naming. The firm s clients included companies with many of the most respected Atlanta brands such as Coke, Delta, Cartoon Network, Dixie, SunTrust, Turner Sports and UPS. During 800 Degrees six-year relationship with Visa, Natalie singlehandedly built the first-ever product architecture and nomenclature strategy program for Visa s commercial business worldwide. After nine years working on other companies brands, Natalie decided to launch a start-up with two partners in New York to create the mobile app, BackPeddle. BackPeddle is the only social media app that enables a user to choose how long their post lives online by setting a customized expiration date. She refers to it as the do-over button, allowing users to share in the moment and edit/delete after the moment anywhere the post was shared even if it has gone viral. As the General Manager, Natalie was responsible for all aspects of branding/marketing, development and launches of BackPeddle on itunes and Google Play. Based on the success of the launches, a full-time CEO was hired to scale the company and build-out its operations. Natalie s insights often reflect her extensive cross-cultural and academic experiences. She has lived and worked in Australia, Belgium, England, New Zealand and Spain; received a BA from The American University; and earned an MBA from Thunderbird School of Global Management. OVERVIEW 6

7 Thank you. Contacting Us Natalie Ross: E natalie@brightbluepartners.com M OVERVIEW 7