Somewhat related

Notes for our presentation

Key Demographic - our key demographic is college students, though we believe that non-college students in the age range or in high school may also be effected. Most of our research was based on the fact that we were interested in the idea (as we are part of the key demographic) and asking friends whether they thought they would be interested.

We are appealing to this demographic by using a superhero as our avatar called Planet Patriot, who is very reminiscent of a cartoon superhero that many of our demographic watched as kids called Captain Planet. Although Planet Patriot's message is similar to that of Captain Planet, with being "green" of main importance, he also equates pride in one's environment to being a patriotic American.

Our brand will spread beyond our initial market through the contact people have with friends that have t-shirts and stickers.

We are going to use our materials to educate our audience of actions that they can easily take to contribute to a more healthy environment. Our hope is that as young Americans begin to change their habits to become more environmentally aware, other countries will begin to think of America as more environmentally aware nation and the negative connotations other countries have with Americans will begin to fade.

We plan to incorporate selective color, which has proved to be a popular aesthetic with our demographic. We are using green as our only color outside the greyscale imagery to create a feelings associated with fresh, clean, growth.

Part of getting our message out will also be giving away free t-shirts and/or bumper stickers at appropriate events and when signing up for the newsletter on our website. There is also an online store where further merchandise can be bought. All the products are going to be environmentally friendly of course.

All of our marketing products are also printed on eco-friendly materials. For example our paper is made from the discarded materials of banana plants. By setting an example with our products being the most eco-friendly products available we are creating more brand authenticity.

Post anything else you think we need to talk about.

Powerpoint

Is the powerpoint going to be posted on the blog so we can review it???

That Guy Strip

Hey Joe,

Can you post or email me the comic strip you put together for the brochure when you get a chance, I want to include it on one of the slides for the presentation.

Thanks,
ERIN

Meeting?

Should probably meet sometime today to go over the presentation. I'm down here right now in NC 1407 lab so hopefully we can meet up soon.

Tanya- Sorry for not posting that jpeg for you i just saw your message. Let me know if you still need it.

cant make it

hey guys! i have a field trip with Bryan until about 12 today, so i can t make the meeting. If you guys want you can send me the topic and i will write some note cards about it and email Erin when it has been approved. Or i can meet you guys at 3:45. Erin i sent an email to your account as well. Let me know what you guys decide to do


Shansa

Any HelpHey

Hey guys! Erin if you need help putting the book together let me know. And joseph if you need any help with the brochure let me know as well. Sorry Tanya i really dont know how to do tshirts so i dont think i would be good help with that.

Shansa

Iron on

Joseph,
would you mind posting the iron on template on blogger? I can put another one together if i need too. I have all the parts, but if you get a chance, please put it up and save me the time.
Thank you!

site map and splash

Let me know what you think!!

fonts

here is a link to the sin city font. The problem with it is that all caps is the only option so we def. have to use it sparingly.
http://www.dafont.com/search.php?psize=m&q=sin+city

T-Shirt Design

Hey everybody here's my concept for the T-shirt iron-ons. I have a couple more adjustments I have to do to it still but I like how it turned out. Lol it's something I might consider wearing after the presentation even.

Poster Idea

Shansa, here's an idea for the poster with the "grunge" background. I did a bunch of other photoshop adjustments to it as well. Hoping we can meet up tomorrow so I can give you any files you might need.

Hey Joe

Hi Joe, just curious if you put up the new drawing for the character. If so i cant find it! If you can could you please email me a jpg image. My email is shansa_suleyman@hotmail.com


thanks

Planet Patriot Sketch: Draft #1

Hey guys here's what I got so far on the sketch. Just a start and the final will have more fine tuning and detail but let me know what you think. Open to all suggestions.

site map

What am I forgetting here?? Help...

Splash Screen

we talked about having a random screen appear each time you visit the site with different tip from Planet Patriot.
Here are a few:

Research Synopsis

This book is about the future of environmental law. To understand our proposals for the next generation of environmental law, it is useful to look backward to the first two generations. Each stage grew out of quintessential American values, articulated at the founding of our nation, but equally applicable to subsequent generations. Drawing upon these durable values, this book charts a course forward, encapsulated in two proposed laws: The "National Environmental Legacy Act" and the "Environmental Competition Statute." Although path-breaking in orientation, the proposals are rooted firmly in core American values.
http://papers.ssrn.com/sol3/papers.cfm?abstract_id=1304157

Bronwyn Burnett doesn't fit the usual image of an American patriot. Ask the student of fine arts if she'd be willing to serve in the armed forces, and she politely declines, explaining, "I would really not be able to be myself if I were in any kind of military."

Ask her if recent events have kindled an interest in the actions of her government, and the 20-something responds, "A lot of the politics out there isn't something that interests me." Ask her how she feels about the war on terrorism, and she struggles to find the words: "I don't know that I can judge that," she says. "The whole situation is out of my hands, is what I feel like." She is, in many respects, a spokeswoman for her generation.
http://www.csmonitor.com/2002/0703/p01s03-lihc.html

What eco-friendly things can a college student do to help the environment? More than you might think, actually. The typical college student's lifestyle can lead to quite a bit of waste, especially paper, so small steps to conserve and recycle can really add up! Here are some environmentally friendly tips for a greener college life.

http://collegeuniversity.suite101.com/article.cfm/green_tips_for_college_students

A youthquake of activism is hitting college campuses as students — armed with cellphones, lots of contacts and political savvy — tackle global warming. Plans have begun at campuses across the nation to implement initiatives discussed in "Focus the Nation," a national teach-in on the climate that took place in late January.

http://www.usatoday.com/news/education/2008-03-12-focus-the-nation_N.htm

Mr. Brown, a 21-year-old economics major, recalled the marathon runner who lived in the house last semester, saying: “He came out of the shower one morning and yelled out: ‘Two minutes 18 seconds. Beat that, Lucas!’ ”
http://www.nytimes.com/2008/05/26/education/26green.html?fta=y

College students all over America are betting on the idea that the green job market holds promise even in this bleak economy, gravitating to green jobs training programs. They’re learning about alternative fuels, renewable energy and how to green their current field of work in the hopes of snagging one of the millions of green jobs that experts have predicted will become available over the next few years.
http://earthfirst.com/college-students-flood-green-jobs-training/

College campuses are brimming with chances to go green, from turning off lights to encouraging recycling (students move every year!) to building awareness around global issues. And given the bonds and formative experiences they engender, campus communities can be like petri dishes for a lifetime of good, responsible living.

But the deal just got a little sweeter. Climate Culture, an upstart social network built around a sophisticated footprint calculator, has launched its massive college greening initiative, America's Greenest Campus, using rewards that any student can appreciate: an intercollegiate contest and $20,000 in prizes. Think of it as the NCAA of sustainability.

http://www.treehugger.com/files/2009/02/americas-greenest-campus-college-contest-climate-culture.php

A survey of 438 college students one week after the World Trade Center and Pentagon terrorist attacks reveals patterns of behavioral patriotism, presidential approval, and levels of support for military retaliation and a theoretical re-instatement of the draft. Party identification, how strongly one felt affected by the attack, amount of attention paid to the media, acceptance of the ?Pearl Harbor? analogy and respondents? sex are tested as predictors presidential approval, behavioral patriotism (i.e. displaying flags, wearing patriotic clothing, purchasing patriotic ornaments), as well as support for various ?wartime? policies. Results are discussed in terms of historical significance and consequences for democratic politics.
http://www.allacademic.com/meta/p_mla_apa_research_citation/0/6/6/4/3/p66435_index.html

WASHINGTON _ Thirty-seven percent of American college students would try to evade the draft if one were called today, according to a nationwide poll released Thursday. The survey by Republican pollster Frank Luntz, which comes nine months after the Sept. 11 terrorist attacks prompted a surge in American patriotism, also shows that 79 percent of students do not think Western culture is superior to Arab culture.

http://www.highbeam.com/doc/1G1-87553993.html

The period of heightened nationalism in the United States that followed the terrorist attacks of 11 September 2001 provided unusual conditions for investigating issues surrounding the distinction between patriotism and nationalism and the relationship between national identification and pluralistic values. In a survey of national identity and social attitudes conducted in late September 2001, two different definitions of national unity were inserted in the introduction to the questionnaire in an attempt to prime activation of different conceptualizations of nationality. Results demonstrated that the priming conditions did have an effect on the pattern of interrelationships among measures of patriotism, nationalism, and tolerance for cultural diversity.

http://www3.interscience.wiley.com/journal/118771560/abstract?CRETRY=1&SRETRY=0

What does it mean to be a patriot? What is this value we call patriotism? Sadly, it is a term frequently tossed about, without any clear indication of what, exactly, it means. Far too often, in fact, it is a charge leveled from one side of the aisle against the other. For the health of our republic, it is critical that we move away from a concept of patriotism that involves Left versus Right or Red versus Blue. We need to remember that patriotism is Red, White, and Blue.

http://www.americansolutions.com/General/?Page=ca20716b-212e-49fc-aacd-ab26b855d7ef

In the 21st century, branding has come to be a norm as well as a science. Like the ranching kind from which the term is derived, "branding" is a process of association. Whether creating a good image, or a bad one, corporate and political "brands" have taken on monumental scale.
http://www.opednews.com/articles/opedne_donald_a_060911_branding_america.htm

Spurred by Simon Anholt's latest book, The Boston Globe runs a piece on re-branding America. The key point: genuine branding is not only about communication, but also about changing the 'product', i.e. the country:
http://stefanliute.typepad.com/branding/2005/03/brand_america.html

SHORTLY AFTER Sept. 11, 2001, Secretary of State Colin Powell, concerned about rising anti-Americanism abroad, hired Madison Ave. maven Charlotte Beers to blitz the Middle East with pro-American advertising and PR campaigns. The goal, Powell said, was nothing less than to ''rebrand American foreign policy."

http://www.boston.com/news/globe/ideas/articles/2005/03/13/re_branding_america/

Many predict that the future of job growth lies within a green economy. Expanding renewable energy industries, such as wind and solar, can offer high-paying jobs for skilled workers. Sitting in a warm Capitol Hill office building last week, a panel of green-collar job activists attempted to rally support among a room of sleepy Congressional staffers

http://www.worldchanging.com/archives/008031.html

Being a global player GGI introduces environmental sound solutions world-wide, from the perspective to prevent, reduce and limit the ecological footprint of our industrialized civilization. Central theme aroundour technical solutions and concepts concerns the reduction of CO2-emissions, or even, in fact sustainable application of clean CO2.
http://www.worldfutureenergysummit.com/page.cfm/action=Exhib/ExhibID=00391

Design Brief

You know the drill

Strategy

We were having some trouble getting the image to load onto blogger so I posted it to my photobucket. If you click it will open ito full screen



Comments?

Be Prepared...

By tomorrow morning everyone in this group should be comfortable answering in their own words the 3 following questions:

1) Who we are?

2) What we do?

3) Why should anyone care?

I am working on compiling the strategy report and design brief now... I should have it posted before 9 or 10 tonight. If you have time before class read it over and let me know that I summarized everything correctly and that we are all still on the same page. Also, if you find anymore relevant research to our new concept please post in on here before 9 pm tonight so I can add it to the research synopsis. Thanks everyone, see you tomorrow.

Revised Production Calendar

Splash Screen

Potentially the worst photoshop skills you have ever seen but I just wanted to get your opinion on the layout and whatnot before I start putting a lot of time into it. I don't know how I feel about the flower/bird in connection with the super hero guy...What could be there instead??

Link to Cleaner Greener America Foundation and Ikea

http://www.cleanergreeneramericafoundation.org/

http://www.ikea.com/ms/en_US/about_ikea/social_environmental/environment.html

Links to Check Out

Hey everyone,

Here are some articles I found that relate more specifically to our concept and to branding America. We still need to do some more research before I compile everything and write the brand strategy for Thursday. Feel free to post anything you guys find or your think is inspiring in readards to our concept and also the design aesthetic that we need to discuss in class tomorrow so we can get the design brief done for Thursday too.

http://www.environmentalleader.com/2007/06/04/top-10-greenest-companies-in-the-world/

http://money.cnn.com/galleries/2007/fortune/0703/gallery.green_giants.fortune/10.html

http://money.uk.msn.com/guides/ethical-money/article.aspx?cp-documentid=11516333

http://www.csreurope.org/news.php?type=member&action=show_news&news_id=312

http://www.opednews.com/articles/opedne_donald_a_060911_branding_america.htm

http://stefanliute.typepad.com/branding/2005/03/brand_america.html

http://www.boston.com/news/globe/ideas/articles/2005/03/13/re_branding_america/

http://www.time.com/time/globalbusiness/article/0,9171,1029838,00.html

http://green.tmcnet.com/news/2009/02/09/3974493.htm

http://www.worldchanging.com/archives/008031.html

http://findarticles.com/p/articles/mi_m5CNK/is_2007_Jan_16/ai_n24999064

http://www.cleanerproduction.com/

http://www.worldfutureenergysummit.com/page.cfm/action=Exhib/ExhibID=00391

The Luxury Kingdom: A Brief Synopsis

“A kingdom, in fact, where the notions of demand and preference leave place to those of desire and unsubstitutability. Our Best Global Brands study shows how it can play a prominent role in virtually any competitive sector, in combination with other drivers of demand. In luxury, because brands are the reason why consumers choose those goods and services, they are the engine of the entire business model. They are responsible for most of the value created by their companies.”


The Luxury Kingdom refers to brands that have established themselves as Luxury brands with brand loyal consumers. In most cases these luxury brands do not succeed because of factors like distribution, functionality, or even price. “These brands defy the basic microeconomic relationship – up goes price, down goes demand. Luxury is where demand is virtually immune to price increases.”

The rise of individualism has also led luxury to be about much more than simply communicating one’s status to others. Luxury has now changed from mere obsession to something nearing more the concept of experience, expanding its focus from products to the wider pleasures of life.

Acting like a Global Brand Leader

1. Know your customers
break your customers up into manageable groups and define which groups are most valuable to your business.

"Brands need to have a focal point. It’s fine for a
brand to ripple out beyond this key focus, but
ubiquitous brands that aim to be for everyone
often struggle to be for anyone"

2.Know why your customers purchase
for our purposes what drives customer loyalty/satisfaction

3. Pinpoint the role your brand plays in driving a consumer to purchase
There are three possible purchase drivers listed. They are: Location, Price and Empathy.
As Location isn't a factor we can control and price is not applicable Our only choice is to go with Empathy. The brand needs to connect with the consumer.

4 Understand the strengths and weaknesses of your brand in driving purchases
An examination of where your consumers think you are successful or unsuccessful, and the strengths and weaknesses of your company compared with competitors. (As a country this would be a comparison of the strengths and weaknesses of how other countries are viewed internationally.

5 Create the business case
This defines the economic value and the potential for growth.

6 Everyone is involved
Everyone involved in the "company" has to be involved in the branding. (Everything has to substantiate the brand) If you want people to feel committed they have to be fulfilled and feel respected. This might take a change in the way government employees etc. are treated. What the people want to achieve is also important. If they agree with the company's message they will be more supportive of it.

7.Build a clear purpose for the brand
Is the brand credible? Is it relevant? Is it distinct (can it claim territory that no one else owns)? Will it work into the future?


8 Be relentless in following your brand purpose
The way you think and the way you present yourself should be as similar as possible.

9. Consistancy

The best way to handle
this is to re-engineer your internal systems so
that the ambitions and intentions of the brand
are true to your operations and ways of doing
business.

10 Recognize it’s a neverending journey

Rebranding America

-Promote economic and social well being a global community.
-Emphasizing American diplomacy as the best tool to promoting international cooperation and enroll the international community in following us initiatives.
-The U.S. must engage in issues of equity and sustainable development.

page 20 OIL, ENERGY AND THE ENVIRONMENT.

-problem-
-"Climate change will bring catastrophic changes to our planet and has the potential to severely disrupt our civilization if we do not take action to stop the phenomenon. Glaciers are melting at a faster rate, the polar ice caps are shrinking and disappearing species are becoming extinct, weather patterns are changing, natural disasters are becoming more frequent and more powerful, and sea levels are rising. Our reliance on oil, especially foreign oil, is becoming a major issue,. Oil is believed to be a large contributor to climate change, it is also in limited supply as oil reserves around the world are diminishing. Due to this reliance on foreign oil we have had to keep strong relations with oil producing countries in the middle east and south America. Our recent ventures into Iraq and Afghanistan have threatened out relations with these oil-producing countries. Americas reliance on oil has become far to great costing us over a billion dollars a day."

Solving
-All US political envoys worldwide to be driven with hybrid vehicles.
-National campaign to change the climate that will show Americans specific change.
-Help new green companies go public with their technologies by providing them with tax breaks and added incentives for developing new green ideas.
-Large companies focus on high profit margins motivation to use greener technologies by giving them tax breaks to incorporate them into their companies.
-Funding for alternative energy, battling climate chage.
- "cap the trade" system incorporated into the climate change treaty will reward countries that have annual emissions in below the limit set in the treaty and punish countries that have exceeded their limit. = making emissions a trading commodity.

test2

test

test

Brand Implementation

America------------> to change this perception------------> partner up with companies that already        have positive equity. 

* Built up-----> Social

Viewed As

- wasteful

- over consumption

- not efficient

- not environmental 

Over the weekend please brainstorm ways that we can simplify the concept, tag line into our logo.

Brands create Nations

obj: To increase the chance of success.

rule 1=> 1. Take people on journey= believing= living the brand.

rule 2=>1. Massive middle man.

   - what will work and what will not work?

   - aligned gaps opportunities to align the business with the promised brand  experienced

rule 3=> 1. Wrapped around existing initiatives to add focus and meaning as principle               informing the design of a new  site. = Brand is not an initiative.

rule 4=> 1. Return of a promise=> promise of a return. Balancing the requirements of the     company with the needs of the individual employee is an essential part of their     strategy. " Happy employees means happy customers, who if properly cared for,     contributes to an equally healthy balance sheet."