奥美ADP BrandPrint003.pptVIP

ADP BrandPrint October 28, 2002 Objectives Understand the elements of ADP’s brand name that are most relevant and compelling to clients Create a unified statement of those elements – a BrandPrint – that will serve as a blueprint for ADP communications and brand development: advertising, public relations, collateral/packaging, direct mail, client communications A Brand Is: The intangible sum of a company’s attributes:its name, history, reputation, products,packaging, price, theway it’s advertised. A brand is also defined by consumers’ impressions of the people who use it, a