Investors are looking to BootB Republic for a name and logo to be created for a new multi brand concept store located in one of the European Fashion capitals. This store will not be a brand store nor part of a retail chain. The store will sell apparel, accessories, and jewelry in a mid price up to affordable luxury range.
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 catchy, easy to remember name either in English or Italian. English because it make it international (most of brands will be US inspired in concept), Italian because it is the fashion language. It has to evoke thoughts of America without specifically mentioning the name.
The logo/graphics should reflect the choice of name and be in tune with each other.
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 !
The ideal targets are 20 something University students, trend seekers’, socially active (parties, events, gallery openings); 30 and 40 something: professional and young couples still with interest in contemporary clothing.
Mostly women, but there will be a good offer of man products.
Fashion conscious that are looking for something new, like to shop for novelty brands and designs.
Shopping is a fun game, self expression, sometimes looking for the MUST HAVE product/brand sometimes just to try something different, new brand, new style.
We look to attract also the interest of the international fashion community (designers, buyers, salespeople) who regularly comes to town and would not miss a visit to see what is new.
The store shall become a destination.
Our target clients likes Abercrombie & Fitch, Top Shop, Marc Jacobs, Juicy Couture, and wear contemporary designs and “basic with a twist” outfits.
Secondary Target: The Brands
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 would achieve our mission if the target audience will perceive us to be:
a) for consumers
- A new and interesting concept of store.
- Trend Setters
- That the store is alive with activities and events that make it interesting to visit on a regular basis.
- Our name and logo/graphics become part of the “buzz” within people. We value word of mouth propaganda more than any other means of communication.
- The first store to visit to find / discover new designers or trends.
b) for professionals
- For brands and designers, they consider our store as the best opportunity and value to display/sell their merchandise in one of the Fashion Capitals of Europe.
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 !
Every commercial street in every city has the homogenous look of mono branded stores…all in a row, same brands, same logo, same products…very aseptic, very boring. A few steps off the beaten path, we offer a new world of hand picked brands not previously available in the city/continent ready to be discovered.
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!
- Innovative
- Curious
- Independent
- Unique
- iPad of stores
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 !
Name and logo/graphics will be used:
- store signs
- shopping bags
- website
- Multi media and social applications
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 !
The following numbers can be used: 0-2, 30, 180 but not combined
Preferably the name is available as .com but not a deal breaker.
Has to appeal phonetically when pronounced in Italian and English.
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) !
