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Volume 1 Number 1 Winter 2013 Publication of Branding Resouces, Inc.

www.branding-resources.com


B

randing Resources is a turn-key branding solution agency located in the middle of the Dallas Fort Worth Metroplex.

We know how to make great things happen! Whether it is putting the client’s best image out on branded apparel, production and delivery of marketing materials, fulfillment, e-commerce solutions, creating a Super Hero Utility best trophy or building bigger than life milk jugs, we know how to make great things happen. Collectively, we have over 60 years of branding and marketing expertise. Clients served over those years have included some of the most recognized brands in the world. Along the way, we have accumulated all kinds information. Some it is very useful to brand management campaigns, and some of it just plain amusing. It is time to share that info with the world! So read it, enjoy it, and use what you can. We would love your feedback, so feel free to share your feedback with us Matt Carnes

Branding Resources, Inc. 661 Industrial Blvd Grapevine, Texas 76051 C: 214-762-1624 O: 817-722-8811 Matt@branding-resources.com

editor-in-chief

Matt Carnes

Table of Contents

managing editor

Matt Carnes & production LeichtWorks design

News you can use The Holiday Season Did You know

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Virtuals 12 Case Studies

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BrandR‌ is published semi-annually by Branding Resources, Inc. Copyright 2013 Branding Resources, Inc., Grapevine Texas. All rights reserved. No part of this periodical may be reproduced or transmitted by any means without the written consent of the Publisher. Printed in the USA.


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ne of the BEST things about the marketing world is the constant state of change that we live with. ne of the WORST things about the marketing world is the constant state of change that we live with. Some of the change is very helpful and useful. Some of it, not so much. But the reality for us is that we must stay on top of the changes and trends in order to do our jobs properly. Then, we have to know when, where and how to discern the worthwhile news from the amusing news. That determination changes based on each persons viewpoint. So here are a few of the trends and changes that are going around now, and we will let you decide that which is worthwhile and that which is just amusing. After all, if you can use it, than it is worthwhile. If it is just amusing, well, that can be tossing the not so much pile.

MS Colors The universal color matching system is used by printers and manufacturers world wide so as to have a way to have universal color consistency. It is controlled by Pantone Corporation which was founded in 1963 and has identified thousands of individual colors. Companies use it maintain brand standards when printing their logo and branded materials. But it is also now used for fabrics, paints, plastics and other industries in addition to printing. Why do we bring this up? Thought everyone knew about the PMS color matching system! Well, not exactly. We are told frequently to just pick a blue. Not that easy when there are well over 100 blue colors. And, how does this tie in to marketing news? With thousands of identified colors, in 2012 there were 313 new colors added. Almost a new color a day!

So if the shade of color you needed in the past was not available, it may be now! When it comes to helping our customers maintain brand standard and color correctness, we have rejected many product deliveries due a color issue.

rinting Fonts Wow, if you thought colors were out of control, let’s talk about fonts! There are over 100,000 fonts available. If you are designing a new logo or need some new marketing material, we can help you find the font that communicates the message that you need communicated.

by Matt Carnes

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BrandR‌ Winter 2013


pparel Trends Oh the joys of keeping up with these trends! Where do we start? Will your company allow the employees to wear the latest in the fashion and fabric trends? Or are you bound by the corporate colors? While the trends are changing, there are some really good things happening that will be beneficial to all.

adies Gear Now that women are the dominant players in the work force, the additional ladies cuts and styles are finally finding their way in to the market place. And since the retail world drives the fashion styles, we are doing a better job of delivering those styles in the corporate world. But that fashion world comes with some complexities like the hottest new fabrics – burnouts and slub fleece. If you really wanna know what those are, just let us know.

ncreased Size Runs Another beneficial trend is the influx of the additional apparel sizes, especially in the tall sizes. More and more manufacturers are adding a broader size scale to carry more products up to larger sizes, some as large as 10 XL. But there is also a market for the taller audience and that is now getting addressed as well. If your audience has a need for a broader size range, let us know up front and we will select only the items that fulfill the necessary requirements!

www.branding-resources.com

Oh and how about the color trends? Remember the Pantone folks from earlier? Yeah, they are back with a series of colors that they have designated as the “In” colors for Fall 2013. Colors like Mykonos Blue, Acai, Koi, Deep Lichen Green, and Turbulence. Wait! Turbulence is a color name? Did we run out of other words that were not used for something else already? Did someone get paid for naming that color??? But it is not just colors, it is patterns as well. The window pane panels from yesteryear are back. As well as gingham patterns, nailheads , burnouts, and slub fabrics. Too many to mention here, but if you want to see the latest and greatest so see what works best for you and for you company, just let us know.

pparel materials The fabric advancements are way to vast to cover in a single newsletter article. But the truth of the matter is that the “performance” fabrics are still growing in desire and availability. Anything that has a moisture wicking and rapid drying features is where the market is moving.

ockets Even pockets cannot escape the fashion designers. Remember the old button down shirts with a pocket on the left? Passé! Now it is either no pockets or 2 pockets. Not one! So be on the lookout for that trend and act you were in the know ahead of time.

upply and Value Chain Challenges Remember the term “Logistics?” That too is now a passé. The term is now Supply and Value Chain. And while it is ultimately the core of every businesses existence, it is getting challenged like never before in our industry. As the world looks to make things faster and easier, our SVCC partners are trying their best to accommodate. Some with success, and some not so much. We have a selected group of products and services that we can turn on 24 hour notice, but not sure how much of that can be sustained in the future. Each order has so many details that have to be defined – item, size, color, logo imprint, location, size, shipping needs, etc – that any one of the little details done incorrectly can derail the entire order! On our production reports we frequently have over 100,000 items on order at a given time. If the details are wrong (and they have been a time or 2), that order is headed for a re-do. And we hate re-dos for lots of reasons! While we do our best to keep everything on track and as efficient as possible, please forgive us when we go in to our question mode. We just want to deliver what you want, when you want, where you want, and how you want. So there you have it, you decide what is useful and what is amusing. But know that we are here to help you with your branding and marketing efforts and that we will keep our eyes open to the world around us so that you are always getting the cutting edge info.

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Sun and Skin Care is Year Round


This is the case that is taking me to ________________________

Samsonite’s not just in the business of making luggage, we’re in the business of building confidence. • Confidence that when you step off the curb, your luggage wheel isn’t going to pop off. • Confidence that if you put your laptop in the bag in one piece, that’s the way it will come out. Samsonite has set an industry precedence by perfecting and innovating luggage, casual bags, backpacks, travel accessories, and now electronics carriers and laptop bags. Over one hundred years of reliability, durability, style and innovative functionality have made Samsonite’s iconic products, and brand, the global leader they are today. If you are going to head out the door, do it with peace of mind. Because, life has a way of coming at you fast. Be ready for anywhere. • Price Points starting at $25


Holiday Season

The

is a perfect time to remind clients and employees how much you cares.

Contact Us by Dec 6 to find out the great items that you can use for this Holiday season. 2009, many companies changed their position on the gift There was a time that businesses could not imagine not giving holiday gifts. It was almost as much of a sure thing giving concept as whole. as death and taxes. Almost. I was in several meetings myself when I heard company leaders comment that they survived last year without holiday Although the gift giving had faded a little bit, it was still a gift giving and may be able to survive it again. After all, their major activity and a core staple for many companies. competition was also in a non-gift giving mode. Then, the economy started shaking a bit and people really started to watch their spending a little more closely.

And so began a trend.

But that trend can now be viewed as an opportunity. The competition is – for the most part – still not giving gifts. So, if your company is looking to set itself apart, be one of the few companies delivering holiday cheer to your valued customers and employees. It will not only bring back some old time Then came October of 2008. The stock market started a steady slide downward after a one week decline of about 20%. holiday warmth but it will also set you above your competition as they start making their plans for 2014. All spending was halted immediately and the holiday gift If you want to know more about how to handle giving of 2008 was affected tremendously. Then, there were reports that the companies were falling farther behind on their cash flow and banks were crumbling financially. Remember the names of Bear Stearns, Lehman Brothers and others?

After surviving 2008 without holiday gifts, and surviving until

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your holiday gift giving plans, call us and we will be happy to help.

BrandR‌ Winter 2013


Here are just a few of our outstanding vinyl products: • Full Color Vinyl Banner (includes hems & grommets)

• Wall Murals • Floor Graphics • X Banner Stand

2ft x 5ft

(includes stand, banner & carrying case)

• 33” Roll Up Banner Stand (retractable)

(includes stand, banner graphic & carrying case)

• Vecial Wraps We can make any size vinyl banner or graphic in any quantity - size doesn’t matter.

No Limitations, No Minimums

Did You Know… EZ UP Fabric his product is truly reflective of just how T fast industries change. Twenty years ago wall decorations mainly consisted of hanging pictures,

painted graphics or decorative wallpaper. The options were limited and the cost was not for the faint of heart. Today you have options such as our EZ UP Fabric which has changed the way we think about wall decorations. EZ UP Fabric is a re-positionable peel & stick polyester fabric material with low tack removable adhesive back. EZ UP Fabric can be printed in full color, is very easy to apply and can be moved and re-applied over and over again in multiple locations. EZ UP Fabric will literally stick to any surface except uncoated brick and coated canvas and withstand different temperature extremes. EZ UP Fabric does not peel, rip or wrinkle indoors or outdoors and the adhesive does not weaken or strengthen over time.. This material is green (phthalate -free) and is nontoxic. This amazing material can be illuminated with a back light, wrapped around corners, wrapped around poles placed on windows, ceilings and walls all without losing its adhesive qualities.

If you haven’t tried EZ UP Fabric, ask for a free sample kit and prepare to be amazed.

and No Setups.

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BrandR… Winter 2013


Retractable Banner Stands etractable banner stands, sometimes called roll up banner R stands, are a type of banner stand that has a roller mechanism that retracts the graphic into the base when it’s not in use. They are very popular because they are simple to use, easy to set up, and protect the graphic inside the base when traveling or shipping the stand.

The common sizes of retractable banner stands are:

24” 29” 31” 33” 36” 39” 47” 60” with the 33” stand representing

over 70% of retractable banner Retractable banner stands come in two stands sold . basic styles, eight different sizes and they all basically work the same. The only difference from one model to the next is the styling, the durability of the internal mechanism and the strength of the casing. You can find what’s commonly called an economy, basic or standard retractable banner stand which consists of a basic aluminum case with a swivel out foot or feet. The other style is what’s commonly called a wide-base stand where the more finished aluminum case provides the stability in place of the feet. Now many manufacturers will list the sizes for their stands in a variety of different ways in a bid to differentiate their stands from others. However the only size that really matters particularly when comparing one stand to another is the viewable area of the graphic and the outside dimension of the stand.

It’s easy to simplify the banner stand choices for your clients by offering the 2 basic styles of retractable banner stands in the 2 most common sizes (33” & 36”). These simplified offerings will provide the solution for 80% of your clients wanting retractable banner stands.

www.branding-resources.com

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But if a picture is worth a thousand words, then an actual live sample is worth a million words. In the world of logoed merchandise, some things sound like they would be a good idea. But when it becomes a visual, it does not look like such a great idea after all. That is why we heavily suggest that our clientele take the time to review what we call virtual samples, or a picture of an item with their desired customization. While helpful to see what the item MIGHT look like, we then recommend that an actual sample, or what we call a spec sample is produced. We take all of the specifications (aka specs) that are desired and that will be used for the actual production of the items, and make a single sample that can be seen and tested by our customers. History dictates that spending the amount of time, and sometimes money, to get an actual spec sample is a very worthwhile venture. It has often saved a group from the challenge of having merchandise that is exactly as it should be. Take a look around the page and you will see various items that were all done as virtual samples, and then many were done as spec samples before the large production orders were placed. So when planning your next major merchandising campaign, or promotional program, take the time to ask for virtual and spec samples on the items that have that capability. If you need more info or have some ideas that you want to see come to fruition, call us at 817-722-8811.

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BrandR‌ Winter 2013


Case Studies

Client: Auto Glass and Dent Repair Facility

Challenge:

Create a broad based advertising campaign that outlined the services associated with hail and storm damage to car windows and exteriors within a set geographic area.

Solution

: Prior to anticipated bad weather outbreaks, Post-IT Brand SUPER STICKY 4�x6� notes were placed on cars in mall parking lots outlining their services and providing a discount coupon. The re-positionable pads allowed easy removal from the car surface and provided the recipient to place on the dash or surface at home as a reminder.

Result: The repair facilities average ticket sales increased per location after the first storm and continued to grow at a controlled rate with subsequent parking lot applications.

Client: Automotive Parts Supplier

Challenge: Increase attendance at tradeshow booth and create

better database for future communications.

Solution: Provide custom cap to attendees that included a tear-

off discount coupon for visiting booth and completing short questionnaire.

Result: 42% increase in booth traffic over previous events and 33% increase in orders placed within one week of show.

www.branding-resources.com

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Case Studies

Client: Regional Café

Challenge: Due to losing market share the decision was made to re-brand the café through a variety of menu changes, interior design changes and a Grand ReOpening celebration requiring a dynamic gift for those attending.

Solution: All participants of the Grand Re-Opening received a 16 oz. glass

featuring custom glow process with logo screened and bottom sham sprayed to match leaving a lasting brand impression.

Result:

Market share increased to previous levels within months of re-branding and the glass became so popular that the café’s continue to use for anniversary events.

Client: High School Dance Team

Challenge: To provide members with an attractive,

team spirit inspiring travel bag that would be lightweight, durable and price point sensitive.

Solution:

The team chose the highly visible Samsonite Tote-A-Ton because of its lightweight design and easy folding characteristics for off-season storage.

Result:

Team Members looked consistently sharp in their appearance, while having a large, durable bag for all events that easily carried their competition uniforms and accessories.

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BrandR… Winter 2013


Case Studies

Client: Regional Bank with multiple locations

Challenge: Introduce new credit card services that stress “protecting your privacy.�

Solution: Branch locations distributed new

3M Data Protection Sleeves that shield cards from unwanted electronic reading with a message pertaining to their new service.

Result:

Individual locations realized increased activity and interest in new services and appreciated the awareness level that was created through this reasonably priced hand-out.

Client: National Food Distributor

Challenge:

Provide inexpensive advertising vehicle for in-store demonstration of new bagged salads.

Solution:

In-store demonstrations of the food included an in-home food storage solution utilizing The Gripstic. Customers were given a gift-with-purchase Gripstic with multiple bag purchases.

Result:

All locations reported outstanding traffic and 100% sellthrough of original order quantities of new item with further requests to sell The Gripstic individually.

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Whether you need

Award Winning Creativity,

Award Winning Service,

or Award Winning Awards, Branding Resources has you covered. Super Hero Utility Belt Trophy Award Winning Nominee For more info contact

Matt Carnes or Bill Patton at 817-722-8811

www.branding-resources.com


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