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Sponsored by:

Liquid Agency Brand Marketing Sponsored by:


Liquid Agency Brand Marketing
Liquid Agency Brand Marketing Sponsored by:

Presented at:
GlobalShop 2009 on March 23 2009

Sponsored by:
POPAI
The Global Association for Marketing at Retail

Delivered by:
Alfredo Muccino
Chief Creative Officer
Liquid Agency
Liquid Agency Brand Marketing Sponsored by:

Alfredo Muccino
Chief Creative Officer

Over the last 25 years. Alfredo has built a reputation


for delivering innovative design and brand strategy
expertise to the world’s best tech brands. Today, he
is responsible for the vision and the process behind
Liquid’s strategic as well creative output.

During his career, Alfredo has been recognized by some of the world’s most prestigious design organizations. He has received awards from the
American Institute of Graphic Arts, the Western Art Directors Club, the Society of Publication Design, the Society of Business Communicators,
American Corporate Identity, and many others.

After selling his business to Full Moon Interactive, he decided it was time to start a new type of brand agency, and founded Liquid with Scott Gardner.

As Chief Creative Officer, Alfredo sets the tone for the creative approach and the brand strategy work that Liquid delivers. Over the years, Alfredo
has worked on significant brand strategy assignments and major product launches for companies such as Ask, Intuit, LSI, Microsoft, Seagate, Sony,
Plantronics, and Visa. Additionally, Alfredo is the founder of Carta Products — a company that makes sophisticated stationery products and home
accessories for the retail market. The collections Alfredo has designed are being sold worldwide, and have been featured in Martha Stewart Living,
InStyle Magazine, Interior Design, Home&Garden, Elle Decor, WallPaper and other publications.

Alfredo has been a featured speaker on the subject of branding and design at San Jose State University, the University of California Santa Cruz,
the Software Publishers Association Conference, the In-Store Marketing Institute, and has lectured across the country on the subject of Brand
Development for the Business Marketing Association.

alfredo@liquidagency.com
Liquid Agency Brand Marketing Sponsored by:

Liquid makes stuff


happen at retail.
Liquid is a brand marketing firm with lots of experience helping brands build more effective programs at retail. We
have developed comprehensive merchandising programs that include store-in-store concepts, online and off-line inte-
grated promotions, and visual merchandising solutions. We have also designed packaging systems for a variety of
industries, from consumer goods and gifts to consumer electronics and software.

Our clients include Adidas, Hewlett Packard, Microsoft, PlayStation, Plantronics, Slice, Carta, Olive, and more.

Liquid Agency was founded in 2000, yet the partners are seasoned veterans with a diverse background that includes
brand strategy, design and marketing, and many years of experience delivering effective, results oriented programs.
Today we employ about 35 and have offices in San Jose, CA and Portland, OR - but work with clients worldwide.

If you’d like to learn more about what we can do at retail, please contact:

Alfredo Muccino San Jose Portland


Chief Creative Officer 448 South Market St. 1800 NW 16th Ave. Suite 205
408.781.2717 San Jose, CA 95113 Portland, OR 97209
alfredo@liquidagency.com www.liquidagency.com www.liquidagency.com
Liquid Agency Brand Marketing Sponsored by:

Branding

Why do
we care?
Liquid Agency Brand Marketing Sponsored by:

Why brand?

Sell more products,


to more people,
more often for
more money.
Sergio Zyman, former CMO, Coca Cola
Liquid Agency Brand Marketing Sponsored by:

What is a brand?

Brands are not products.


They are long-term
relationships between a
company and its
consumers.
Kadie Casey, adidas
Liquid Agency Brand Marketing Sponsored by:

Simply put….

Brands are
relationships.
Liquid Agency
Liquid Agency Brand Marketing Sponsored by:

Relationships are not easy.

Brands are not events.


They’re about falling in
love… and staying
connected.
Liquid Agency Brand Marketing Sponsored by:

We live in a connected world.

www.xxx.com
Liquid Agency Brand Marketing Sponsored by:

Integrated retail marketing


In today’s world every brand must
consider integrated programs:
• Online retailing
• Email marketing
• Online + offline promotions
• Viral marketing
• Social networking sites
• Community building
Liquid Agency Brand Marketing Sponsored by:

Again: Why brand?

Brand =
Relationship

Relationship = Sales
Liquid Agency Brand Marketing Sponsored by:

Technology

How can it make


a difference?
Liquid Agency Brand Marketing Sponsored by:

The key objectives:

1. Create traffic.
2. Sell more products.
3. Build loyalty.
Liquid Agency Brand Marketing Sponsored by:

What technology can deliver:

Differentiation
Personalization
Cross-selling
Promotion
Tracking
Liquid Agency Brand Marketing Sponsored by:

Case Studies

Let’s take a look


at some real life
examples.
Liquid Agency Brand Marketing Sponsored by:

Case Study

Apple
Liquid Agency Brand Marketing Sponsored by:

Apple. Although Coca-Cola is


considered the most valuable brand
in the world, Apple is definitely
amongst the most admired.
Liquid Agency Brand Marketing Sponsored by:

Apple. Well, actually, It’s a cult.


Liquid Agency Brand Marketing Sponsored by:

Apple brand

Think
different.

Think different about technology. Think different about this company. Think different about our
products. Think different about yourself. Think different about the world.
Liquid Agency Brand Marketing Sponsored by:

Apple workshops

Classes, events, education, entertainment. The store is now a theater for the brand experience.
Liquid Agency Brand Marketing Sponsored by:

Apple widget

Want something to do tomorrow in Las Vegas? Download a widget and be informed.


Liquid Agency Brand Marketing Sponsored by:

Apple EasyPay

Want to buy something at Apple. No need to to look for the cash register. It looks for you!
Liquid Agency Brand Marketing Sponsored by:

Apple metrics

Saks 5th Ave, generates sales of $362 per square foot a year.
Best Buy doe $930 (tops for electronics retailers).
Tiffany & Co. takes in $2,666.
Audrey Hepburn liked Tiffany’s for breakfast.
But at $4,032, Apple is eating everyone’s lunch.
Liquid Agency Brand Marketing Sponsored by:

Case Study

Pep Boys
Liquid Agency Brand Marketing Sponsored by:

Pep Boys. The auto industry is in need


of fixing, and Pep Boys – with over
560 stores is feeling the pain. So, it is
turning to technology to fix some of
its own problems. In this case in-store
LCDs provide info that leads to more
satisfied customers – and more sales.
Liquid Agency Brand Marketing Sponsored by:

Pep Boys since 1921

Manny, Moe & Jack started out in 1921. Cars have changed. So has PepBoys. But their brand has
evolved along the way but they’re still “Car People”.
Liquid Agency Brand Marketing Sponsored by:

Pep Boys Digital Catalog

Replacing a printed catalog with a digital solution in order to deliver a better brand experience.
Liquid Agency Brand Marketing Sponsored by:

Pep Boys Digital Catalog

Makes it easy (and fun) to find the right parts. Provides up-sell information (premium versions)
Liquid Agency Brand Marketing Sponsored by:

Pep Boys Digital Engagement

Fleet Managers receive invitation to join the Pep Boys Customer Affinity Program – enter their
fleet info – and are provided with an RFID key fob.

The key fob recognizes them and presents relevant promotions + special deals.
Liquid Agency Brand Marketing Sponsored by:

Pep Boys Results

Customer Affinity Members


60% spend 60% more on average.
more sales
Customer Satisfaction scores
300% are 300% higher for customers
higher sat. that use the digital catalog (as
opposed to printed piece).

Stores with digital catalogs sell


24% 24% more premium SKUs than
premium stores without them.
Liquid Agency Brand Marketing Sponsored by:

Pep Boys They’re all smiles.


Liquid Agency Brand Marketing Sponsored by:

Case Study

adidas
Liquid Agency Brand Marketing Sponsored by:

adidas. Over the last few years the


adidas brand has staged a comeback
worthy of a great competitor. Today,
once again, the famous three stripes
are considered a hallmark of superior
sports performance. As they put it…
Impossible is nothing.
Liquid Agency Brand Marketing Sponsored by:

adidas brand platform

This is the attitude adidas has toward everything it does. It is the attitude that has influenced and
will continue to influence the brand strategy.
Liquid Agency Brand Marketing Sponsored by:

adidas world cup campaign

The campaign was extended to retail environments. Like the adidas Sport Perfomance store in NY.
Liquid Agency Brand Marketing Sponsored by:

adidas world cup campaign

The campaign included promotional elements (The Golden Ball Giveaway) and game broadcasts -
which were a great way to share the passion - and build a sense of community.
Liquid Agency Brand Marketing Sponsored by:

adidas world cup campaign

Face painting. In store and online. Yet another way for adidas to show it understands the sport.
Liquid Agency Brand Marketing Sponsored by:

adidas world cup campaign

Outside the store, people played foosball. Inside they tried their hand at videogames.
Liquid Agency Brand Marketing Sponsored by:

adidas. Motorsports is one of the


fastest growing sports in the world
today. adidas has hopped aboard and
partnered with its most popular driver
– Dale Earnhardt Jr. to not only
develop new shoes and apparel for
the drivers but also the fans.
Liquid Agency Brand Marketing Sponsored by:

adidas motorsports

Performance on the track and on pit row, adidas + Dale Jr. is a winning team.
Liquid Agency Brand Marketing Sponsored by:

adidas motorsports microsite

The Motorsports website educates, entertains and sells ClimaCool to its audience.
Liquid Agency Brand Marketing Sponsored by:

adidas motorsports video

Engaging the user with video content can be very powerful and can promote product features.
Liquid Agency Brand Marketing Sponsored by:

adidas motorsports widget

Widgets offer up functionality and can be aligned to sell products as well.


Liquid Agency Brand Marketing Sponsored by:

adidas social media

Social media through networking sites has become increasingly popular, as well as an effective
way to spread the word about new products and services. Through Facebook, lovers of adidas
can check in on new apparel, sales and store events.
Liquid Agency Brand Marketing Sponsored by:

Case Study

method
Liquid Agency Brand Marketing Sponsored by:

method. A young brand that is taking


an innovative approach to everything
it does, and by challenging convention
is cleaning up the category. Literally.
Liquid Agency Brand Marketing Sponsored by:

method manifesto

New York
Liquid Agency Brand Marketing Sponsored by:

method packaging

The visual language of the package design immediately communicates that these products are
different. They are simpler, cleaner, more sophisticated. Essentially, they are way cooler.
Liquid Agency Brand Marketing Sponsored by:

method community

Method has used social media techniques (blogs, etc.) to create a community that fosters and rewards
“advocates”
Liquid Agency Brand Marketing Sponsored by:

method advocate kits

New York

Method sends a well designed kit to the advocates and helps ensure that they spread the word.
Liquid Agency Brand Marketing Sponsored by:

method advocate kits

New York

The blog page lets people know when Method’s Detox Your Home campaign, where ‘Pop Up Shops’
quite literally pop-up around the US and offer special discounts to those who have the password
shared on the blog itself, encouraging customers to stay connected digitally and drives retail activities.
Liquid Agency Brand Marketing Sponsored by:

method results
Liquid Agency Brand Marketing Sponsored by:

Case Study

intel
Liquid Agency Brand Marketing Sponsored by:

Intel. A brand that stands for


technology innovation gets truly
innovative at retail…and becomes
part of the digital lifestyle.
Liquid Agency Brand Marketing Sponsored by:

Intel brand

Leap ahead.

Setting the tone for the “new normal”….developing innovations that create a new way of doing
things. First new, then standard (normal).
Liquid Agency Brand Marketing Sponsored by:

Intel partners

Second Life: The latest and greatest online experience. Digital Life: the show that celebrates and
promotes tech trends and technologies. DataVision: one of NY’s top computer retailers.
Liquid Agency Brand Marketing Sponsored by:

Intel retail event

The retail event was an experiment in “Digital Lifestyle”. We placed a world-renowned virtual builder
(Versu Richelieu) in the DataVision window where she lived for 72 hours and built an entire
neighborhood in Second Life.
Liquid Agency Brand Marketing Sponsored by:

Intel retail event

We promoted the event through an email blast and set up a microsite where people could link and
participate in the event virtually. And, those who stopped by DataVision were offered a $100 discount
on Intel Core Duo based systems.
Liquid Agency Brand Marketing Sponsored by:

Intel digital brand experience

In a mere 72 hours, Versu built an entire neighborhood…and managed to create a branded


environment for Intel in the middle of Second Life. A place where people can
fly and dance!
Liquid Agency Brand Marketing Sponsored by:

Intel retail event coverage

The press loved it. We got coverage in print and online. In real life as well as in the
digital world through RocketBoom, a well respected “vlog” and through podcasts.
Liquid Agency Brand Marketing Sponsored by:

Intel viral marketing

The social networking sites and the blogs were abuzz with excitement.
Liquid Agency Brand Marketing Sponsored by:

Intel results

DataVision experienced record


sales of Intel products for the
entire month – and Intel saw a lift
in sales across the entire country.
Liquid Agency Brand Marketing Sponsored by:

Case Study

nike
Liquid Agency Brand Marketing Sponsored by:

Nike. The NIKEiD program allows


consumers to create one-of-a-kind
shoes and apparel. Started in 2008 in
Europe, NIKEiD enabled consumers to
create and purchase custom footwear
with a photo taken on their mobile
phone.
Liquid Agency Brand Marketing Sponsored by:
Liquid Agency Brand Marketing Sponsored by:

Nike PhotoiD
Liquid Agency Brand Marketing Sponsored by:

You can also make an appointment online for one of the few studios to design a completely
customized shoe with the help of your very own design consultant.
Liquid Agency Brand Marketing Sponsored by:

Case Study

starbucks
Liquid Agency Brand Marketing Sponsored by:

Starbucks. With over 12,000 stores


worldwide, Starbucks has become
synonymous with coffee. It also
knows that the longer a customer is
in the store the more they will buy –
and it using technology to keep
people addicted.
Liquid Agency Brand Marketing Sponsored by:

Starbucks brand.

Starbucks’ role is to provide uplifting


moments to people every day.
Liquid Agency Brand Marketing Sponsored by:

Starbucks Hear Music Coffeehouses

Starbucks has most recently jumped on the in-store technological wave, teaming up with HP to
introduce Hear Music Coffee House, where customers can create personalized cd’s from a directory
of music-all in the time it takes to make a venti non-fat latte.
Liquid Agency Brand Marketing Sponsored by:

Hear Music Interface

Using the personal touch screen tablet, you can select, mix and create cd’s from a library of music
within the system. Ten stores in Seattle already feature 68 Hear Music Systems that allow you to
hear songs, view videos and create your own media cd’s for prices lower than average. This
encourages customers to stay longer and drink more coffee, becoming an entire experience rather
than just stopping by for an early morning pick-me-up.
Liquid Agency Brand Marketing Sponsored by:

Starbucks events

The idea was also expanded to bringing select artists from the library of music in to the store for
small concerts to encourage community and the new music systems.
Liquid Agency Brand Marketing Sponsored by:

Starbucks cause marketing

Invite people to do good…and do good to the bottom line.


Liquid Agency Brand Marketing Sponsored by:

Case Study

free record shop


Liquid Agency Brand Marketing Sponsored by:

Free Record Shop. A music store


devoted to giving the consumer
everything, always, and everywhere,
taking it’s status as a record store
and expanding to an entertainment
store.
Liquid Agency Brand Marketing Sponsored by:

yource
your
source
for
entertainment
Liquid Agency Brand Marketing Sponsored by:

Free Record Shop stores

The design and function of Free Record Shop reflects their idea of what entertainment stores
should be. Media stations, touch screens, sound showers and entertainment areas come
together to create a truly unique and enjoyable experience.
Liquid Agency Brand Marketing Sponsored by:

Free Record Shop touch screens

The touch screens use dynamic interfaces to assist customers in searching for music, viewing
trailers, getting information on new movies and games and much more.
Liquid Agency Brand Marketing Sponsored by:

Case Study

cellfire
Liquid Agency Brand Marketing Sponsored by:

Cellfire. A new free service that is


reinventing the coupon industry,
making clipping newspapers a thing
of the past.
Liquid Agency Brand Marketing Sponsored by:

Cellfire ideas

No clipping.
No printing.
No forgetting.
It’s easy to forget the coupon at home, it isn’t nearly as easy to forget your cell phone on the table
when you run out the door.
Liquid Agency Brand Marketing Sponsored by:

Cellfire browse quickly

Cellfire features discounts for a wide variety of stores, which also has an option to search by zip
code, for discounts in specific areas through their website or from your mobile phone.
Liquid Agency Brand Marketing Sponsored by:

Cellfire receive deals

When customers find a discount


they want, Cellfire sends them
coupons via text message on their
cell phone. When they visit the
location, they simply show the
cashier the coupon offer on the
screen of their cell phone.
Liquid Agency Brand Marketing Sponsored by:

Cellfire stay updated

Cellfire.com also offers an online community for any questions or help that is needed, and to
share stories and opinions about the service.
Liquid Agency Brand Marketing Sponsored by:

Case Study

social media
Liquid Agency Brand Marketing Sponsored by:

Social Media. Social media is


generally considered a great cost-
effective way to engage consumers in
an ongoing dialog, but companies like
Dell and Best Buy are also using it to
drive sales.
Liquid Agency Brand Marketing Sponsored by:

adidas facebook

Adidas leverages FaceBook to connect to its audience through their channels…and uses it as
away to distribute promotions that encourage viral marketing and lead to more sales.
Liquid Agency Brand Marketing Sponsored by:

Dell Twitter+Facebook

In addition to fostering communication with their consumers, Dell also offers time-based promotions
through channels like Twitter, and Facebook.
Liquid Agency Brand Marketing Sponsored by:

Best Buy Twitter bot

Anyone on Twitter can look-up items in the Best Buy product catalog and check availability and nearest
store location right from their mobile phone. No internet connection required.
Liquid Agency Brand Marketing Sponsored by:

Conclusions
Liquid Agency Brand Marketing Sponsored by:

Rethink the idea of brand.

Don’t think of a brand as


a logo, or a product, or a
campaign. Think of it as a

relationship.
Liquid Agency Brand Marketing Sponsored by:

Relationships are based on trust.

Trust is earned through


honest and consistent
experiences - and brand
experiences imply involving
the consumer.
Liquid Agency Brand Marketing Sponsored by:

Connect the dots.

Website. Microsite. Widgets.


Social Networks. In-Store
Displays. Mobile Solutions.

Drive Retail Sales!


Liquid Agency Brand Marketing Sponsored by:

Resources
Liquid Agency Brand Marketing Sponsored by:

For more information on the case studies in this presentation, please contact:

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Liquid Agency Brand Marketing Sponsored by:

Alfredo Muccino
alfredo@liquidagency.com
1.408.781.2717

www.liquidagency.com

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