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Was Virtual Creative Director for 2 1/2 years.
To successfully brand the product, we determine the essential elements:
A budget, schedule and all the required elements are agreed upon that day. Everyone is made aware of how quickly they must react, especially relative to comments, changes and approvals.
One - The
renames the Brand from Kwong Quest to Benwin
Benwin was a shorter, more generic and memorable brand name with no specific ethnic association. Rob checks with the US Patent and Trademark Office to be sure the trademark can be registered and finds it can.
Rob develops the logo and main messaging to support the brand:
He delivers the
new logo for approval via email with the tag line:
He then creates the logo in all the necessary formats, for print, the web and video - specifying exact colors to be used in print, the web and NTSC video (CMYK, PMS, and RGB). This insures the color will be consistent in all media, and he also specifies alternate colors when the logo is on a black background and on white.
He then posts all the logos on a private Internet Site so that even the manufacturer in China can download them for the product labeling without any delay.
creates a motion graphic for use in the video, CD and the web Site.
elements are designed for across-the-board media.
writes and designs the Launch Ad:
The initial objective? Make sure people understand that, though it looks very different, this is a completely flat speaker, associate the Benwin Brand with flat panel technology, and let people know the applications for these new speakers.
The Earth (according to Benwin).
Speakers (according to Benwin).
Think thin, think Benwin. Benwin flat panel speakers, a new world in sound featuring NXT flat panel technology. Benwin, the new shape of sound... multimedia speakers for desktop and notebook PC's, home audio, portable stereos and CD players. Stand alone or hang them anywhere. Hardware included. For a dealer near you, call 1-888-9BENWIN or visit our web Site at www.benwin.com.
produces the Music Video:
One of the most important aspects of the launch.
the video in WindowsMediaPlayer
by clicking any screen clip above.
High-speed connection suggested though it will play on a dial-up.
a music video?
In 2 1/2 minutes the video made people associate Benwin and flat panel speakers with excitement and good times. The video positioned the new product line and the Benwin brand, while lending credibility to the Company.
Not only was it fun to watch, it generated a tremendous amount of interest, while it communicated all the product features and messaging without the need for narration:
The music bed, though mainly high-energy and very fast-paced, included
transitional segments that were designed to appeal to all buyers -
classical guitar, jazz, symphony.
video, many applications.
Then there was much more...
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