Brand_Gap(精品文档)概要1.ppt

ANSWER: NEUTRONLLC.COM WHEN IT SCARES THE HELL OUT OF EVERYBODY. = = = TOO PREDICTABLE NO SURPRISE NOTHING NEW NEUTRONLLC.COM NO SURPRISE NOTHING NEW NO VALUE To begin with, the brand needs a NEUTRONLLC.COM stand-out name. The seven criteria of a stand-out name: 1 DISTINCTIVENESS 2 BREVITY 3 APPROPRIATENESS 4 EASY SPELLING AND PRONUNCIATION 5 LIKABILITY 6 EXTENDABILITY NEUTRONLLC.COM 7 PROTECTABILITY A GREAT NAME deserves GREAT GRAPHICS. NEUTRONLLC.COM LOGOS ARE DEAD. LONG LIVE ICONS AND AVATARS! NEUTRONLLC.COM NEWS FLASH! An ICON is a name and visual symbol that suggests a market position. NEUTRONLLC.COM EXAMPLE: CBS. The network for “eye-popping” television. NEUTRONLLC.COM An AVATAR is a brand icon that can move, change, and operate freely in various media. NEUTRONLLC.COM EXAMPLE: CINGULAR: The “self-expression” cellular service. NEUTRONLLC.COM For products that sell at retail, the package NEUTRONLLC.COM is often the best and last chance to make a sale. 1 2 3 4 5 The hardest-working packages follow a natural reading sequence. THE SHOPPER : Notices the package Asks “What is it?” Wonders “Why should I care?” Wants to be persuaded Needs proof NEUTRONLLC.COM By presenting information to match this sequence, a package can sell the product more effectively. NEUTRONLLC.COM If you communicate with your customers ONLINE, your website needs to follow a SIMILAR reading sequence, one that supplies users with ONLY the information they need, instead of trying to squeeze EVERYTHING onto the home page LIKE THIS and making your users do ALL the work, which will undoubtedly cause them to LEAVE, when all you really have to do is ask yourself this SIMPLE QUESTION: NEUTRONLLC.COM in this dress? NEUTRONLLC.COM Does our website look fat Too many websites are bloated with irrelevant