Brand Experience

Jamie Bowerman
Robert Bau/Serv 724
Identity
elements
Name
Colour
Shape
Pattern
Other
Typography
Icons/Symbols
Wordmark
Ben and Jerrys
chunk style (top)
severence (bottom)
BlueGreenWhite
Brand
touchpoints
Business Correspondence
Financial communications
Employees
Products and services
Physical Spaces
Digital/virtual spaces
Marketing communications
Sales material
Physical Space
and Employees
Product and Services
Product and Services
Brand Tone
Marketing communications
Brand Communications
Brand Communications
Plain
Original
Serious Playful
Ignorant Educated
Insincere Sincere
Brand Expression- Semantic Differentials
A
C
I D
C
Actual Identity
Real-Life Brand experience, quality,
range, customer service.
Conceived Identity
Brand image according to
users and non-users.
Ideal Identity
Brand positioning
from experts and
analysts.
Desired Identity
Brand positioning from
management
AC2ID Test
Communicated Identity
Brand across multiple
touch points.
A
Actual Identity
Conceived Identity
Brand image according to
users and non-users.
Ben and Jerry, the only men who understand women
C
Conceived Identity
C
Communicated Identity
D
Desired Identity
C
D
Ben and Jerrys Ice Cream takes
some hard stances on social issues,
it may not be clear to consumers
what the issues are or what the
stance is, though that to may also
be helpful.
C
The entirety of Ben and Jerrys
Mission Statement is not fully
translated across its packaging
design. This too is debateable as
to whether it helps or hurts the
desired brand image.
I
Ideal Identity
Ben and Jerrys ice cream has some minor gaps between its
desired identiy and its communcated and concevied identity.
They are mostly minor in nature and outside of further
conveying its desired brand onto its packaging Ben and Jer-
rys Ideal Identity and Desired Identity are working nicely to
achieve the I love Ben and Jerrys effect.
Identity
elements
Name
Colour
Shape
Other
Typography
Icons/Symbols
Wordmark
TOMS
trebuchet font
BlueBlackWhite
triangle shape on top of shoe
white fat bottoms
Brand
touchpoints
Business Correspondence
Financial communications
Employees
Products and services
Physical Spaces
Digital/virtual spaces
Marketing communications
Sales material
Physical Spaces
Product and Services
Physical Spaces and Employees
Marketing communications
Brand Tone
Plain
Original
Serious Playful
Ignorant Educated
Insincere Sincere
Brand Expression- Semantic Differentials
A
C
I D
C
Actual Identity
Real-Life Brand experience, quality,
range, customer service.
Conceived Identity
Brand image according to
users and non-users.
Ideal Identity
Brand positioning
from experts and
analysts.
Desired Identity
Brand positioning from
management
AC2ID Test
Communicated Identity
Brand across multiple
touch points.
Conceived Identity
Brand image according to
users and non-users.
A
Actual Identity
C
Conceived Identity
C
Communicated Identity
D
Desired Identity
A
C C
Actual Identity
Conceived Identity
Communicated Identity
TOMS became a feel good
productfor celebrities.This is
great for fashion trends but
doesnt help world poverty or
3rd world countries.
All the giving focuses around
Blake Mycoskie, chief shoe-
giver. There isnt alot of room for
the average joe in the BOGO mod-
el or re-enforcement of the model
beyond P.O.P.
TOMS is using fashion trends to
sell products like avator glasses
with the BOGO model. Unfortua-
natley the effects of the model
are not very believeable nor do
they enforce brand loyality.
A
C
D
Desired Identity
Communicated Identity
Actual Identity
The effects of the BOGO model
are not well re-enforced nor are
they necessarily believeable.
There is no way to gage or track
the effects of the BOGO model.
Selling sunglasses seems
disingenuous without any
explaination of the BOGO
model or re-enforcement of its
effects with the product.
Selling sunglasses and giving
shoes has no direct correlation
to the BOGO model.
TOMS doesnt do a great job of explaining the
effects of the BOGO model. There is no way to track
the progress of the model, or to feel its effects
beyond the point of purchase.
Taking this model to avator glasses only makes the
brand seem more disingenuous about giving and
more interested in selling you things to feel good
about at P.O.P. Other companies use this model as
well and the truth is people are mostly buying the
product because they like them. Feeling good about
the BOGO model is a bonus for the consumer.
I
Ideal Identity