Our company has been producing furniture for forty years specializing in sofas, armchairs and chairs, also working in the contract sector. We are launching a new brand that needs to distinguish a collection of furnishings (chairs, tables, bookcases, end tables, sofas, armchairs, beds and more) that are characterized by their eco-sustainability and which directly target end customers through retail and e-commerce. The materials used (certified wood from reforestation sources, non toxic paints and glues, natural padding, organic fabrics and more), the design and the manufacturing processes…each aspect is involved in creating environmentally friendly eco-sustainable products.
WHAT IS IT ?
In this step you will find information about the Brand Builder, who is asking you to propose a Solution for the challenge. He introduces himself (as a Brand of course :) The more you understand about the Brand, the more chances you have to create what is wanted.
IMPORTANT: There is a possibility that the Brand Builder prefers not to disclose who he is, usually for confidentiality reasons. Such Briefs will be published in an anonymous way. In this case the Brand Builder will say as much as he feels comfortable saying.
Here are two EXAMPLES
In case there is no problem with disclosing the identity (VISIBLE):
“NMN -No More Nicotine- is a Brand that promises to counteract the damages to the skin that can be caused by smoking. NMN is distributed in pharmacies and drugstores and its price positioning is middle-high; it is mainly promoted through professional endorsement and is not massively advertised.”
In case the Brand doesn’t want to disclose his identity (ANONYMOUS):
“Brand counteracting the damages to skin caused by smoking. Its products are distributed in pharmacies and drugstores with a middle-high price positioning; they are mainly promoted through professional endorsement and are not massively advertised.”
In summary: Who is your client (in a visible or “anonymous” way :)
We are looking for a name and a logo.
!!! Update os of June 11, 2010
While putting too much emphasis on the ecological (environmentally friendly) aspect, all logos submitted make little to none reference to design, to the furniture sector overall. Moreover the “Made in Italy” - synonym of clean aesthetics, high quality materials and impeccable finishings, is neglected.
All logos received till the date are very much different from the ones of our potential competitors in the branch – excessively different we might say.
Of course, the “eco” aspect of our products will be a strong differentiation point as it reflects a very well rooted philosophy, implemented at various levels in our company. However it should not overshadow all the other aspects of our brand. Both the name and logo should strongly recall our design and the high quality of our furniture pieces and it should not be suitable for use in other sectors as well like food or clothing.
Try to bring together the ecological aspect and the design reference without giving the first an overwhelming importance compared to the second. Giving both of them a similar weight and fusing them in a single icon is what we expect.
Regarding the naming, we are considering a couple of your proposals but to be honest none of them is fully convincing us. We would welcome a name speaking about our Italian origin – a highly important detail for the furnishing industry since it is synonym of quality and design.
!!! The end of update !!!
WHAT IS IT ?
This is the task the Brand Builder asks you to accomplish. If you don’t understand it, you are completely out of luck !
EXAMPLE
“We ask the Creators to develop a print advertising campaign in order to increase Brand’s visibility. It will be used in national magazines this spring.”
In summary: It’s the objective of the client, therefore your objective too !
Our customers are “consumers” who care a great deal about environmental issues. They are knowledgeable, critical and careful of their diet and they respect the environment and sustainability. Our clients are European; they use the internet, participate in social networks and read blogs.
WHAT IS IT?
People that the Brand Builder wants you to entertain and persuade to think, feel or do something using your creation. Usually you will read about their age, sex, social level and behaviors. You should always keep that information in mind while creating, as the target audience is the final recipient of what you create.
EXAMPLE
“Smoking girls and women who would like to quit smoking but can’t. Usually health-conscious adults who care about their looks. They feel guilty about smoking because they know it is harmful. They read books about it. This is a real problem for them: it’s like “My brain wants something, but my body acts of its own accord”. They don’t relate to my brand, they are just waiting for a trustworthy “helping hand”.
In summary: Get under their skin !
We want to convince potential customers of the quality of our products, their sustainability and the importance of choosing artisan quality environmentally-friendly furnishings. We want to highlight products that are Made in Italy. The name and logo need to clearly communicate the eco-friendly philosophy of our products. They need to inspire trust and make people very aware of the principles and values that inspire our work.
WHAT IS IT?
The thing that the Brand Builder wants to make the target audience think/feel/do because of your creation.
Here are some very concrete examples:
∞ Some things people can think/feel:
- There is a new Brand (or product or idea or...) out there
- This Brand is better than the alternatives or than it used to be
- This Brand is worth paying more for
∞ Some things people can do:
- Start buying the Brand’s products
- Buy the Brand more often
- Stock more products of the Brand in their outlets
The above written examples are very concrete whilst often the proposition of the Brief is emotional. That’s even better as it can be more inspiring!
EXAMPLE
“We’d like to encourage smokers to use NMN in order to minimize the damage to their health while they are keeping giving up smoking (especially if they’ve already tried and failed before).”
In summary: Get inside their brain !
Our products use materials with a low environmental impact and they are designed and developed according to eco-design principles. Choosing our products means positive consequences for the natural environment, it fulfills consumers desire to not contribute to the decline of environmental conditions and to not consume resources in an irreversible manner.
WHAT IS IT?
This is the key to achieving the objective. It is what supports the proposition and makes it believable. Usually it is a rational statement.
EXAMPLE
“Every cigarette you smoke is causing damage to your appearance. A recent study took several pairs of identical twins where one twin was a lifelong smoker and the other had never smoked. The smokers’ skin was a quarter thinner than that of non-smokers, and in some cases there were differences of up to 40%. NMN contains thinning-blocking anti-oxidants which counteract the effect of nicotine on the skin.”
In summary: You are looking for arguments? You’ll find them here!
Sustainability, dependability, responsibility, elegance, validity, friendliness, eco-friendliness.
WHAT IS IT?
It’s who the Brand is. Yes... who!
Treat the Brand as a human being, as it has its own personality. To know the personality of the “client” is fundamental in order to provide a tailor-made job. So, read carefully the listed adjectives...
EXAMPLE
“Scientific, trustworthy, result-oriented, ‘a party’ to achieve your goals.”
In summary: Imagine the live person !
Our primary market is Europe. The web will be the most highly used promotional channel. We will participate in relevant international trade fairs.
WHAT IS IT?
A list of places (or media, or things) where the target audience will see the outcome of your creation. In this step sometimes the Brand will also acknowledge you how much he plans to invest into production. This information will give you an insight whether to create a BIG project or make it small... :)
EXAMPLE
“This campaign is going to appear in lifestyle- and health-focused women magazines of New Zealand, during the spring of 2009. We plan to invest 500,000 USD, which means approximately buying 100 single pages.”
In summary: Consider the medium !
For the presentation we will accept JPG and PDF formats.
The winner will be requested to provide the artwork.
If the Brand has preferences or technical requirements that your Solution has to match, you will find them here.
Here are some items that you may find in this section:
∞ Guidelines or mandatory inclusions (do’s and/or don’ts)
∞ Business objectives
∞ Market and competitors overview
∞ Good and bad samples
Depending on the Brief, you may also find some files attached with a logo, pictures of product(s), a template that you should use in order to submit your ideas, or any other file that the Brand wants to share with you. So, study the attachments before starting creating.
In summary: Anything else you need to know (not written in the 7 steps before) !
