品牌设计组合 Brand Design Portfolio.ppt

Brand Design Portfolio Reachel W. Bagley Portfolio Directory Direct Mail Message Testing Brand Design Consumer Insight Research Usability Centered Web Design Direct Mail Message Testing Hierarchical Values Map Results Brand Design Historical Brand Design New Brand Design Single Focus: Payment Control Assumed speed acceptance productivity compatibility enhanced data Own one concept in the mind of the consumer Payment not purchase Promotes category rather than product Everything rolls up to payment control Positioning Usability Centered Web Design ProductivityC Maximized screen real estate “Apply Now” prominence GEBusinessM Maximized screen real estate “Apply Now” prominence GoBinder Screen Real Estate Analysis GoBinder Site Redesign Market Segmentation Profiles Sample Profiles Consumer Insight ResearchVisit the link below to view the Range Rover Market Research Study/RangeRover/Ethnographies were conducted in order to profile customer segments Product Attributes Product Benefits Customer Benefits Customer Values Reduced paperwork acctg time Accurate timely information Save money cut costs Increased purchasing power Accessible/ helpful support Cash flow expense management Discounts Free Stuff Respond quickly Productive Less time on acctg Profitablebottom line management Sense of control Cash flow flexibility Ability to Grow Peace of mind Security Self esteem Make a difference business services network rewards program web self service controls reports robust reporting revolving credit low interest universally accepted card business protection services Verbal Visual brand name core Turn the promise of e-procurement into productivity. logos lexicon supporting integrate fast paperless control streamline productivity handsfree GE CPS vPayment Inconsistent message Technical:“In the weeds” Abstract Emotionally detached Verbal Visual brand name GE ConsumerFinance vPayment core Payment Control logos lexicon payment accuracy exact certain approval au