BRUCE WAYNE SAID SOMETHING ABOUT BRAND. YOU MUST READ THIS!!!

WHAT IS A LOGO USED FOR?

Bruce Wayne, acted by Christian Bale on BATMAN BEGIN

Bruce Wayne ..... Who is he? Does he sound something for you? Yes? No? Mostly all of you know who he is. A young multi-billionaire (not in real life) who can buy almost everything, surrounded by pretty girls (if he wants to), has cars and other attributes for his kind of people, and become a legendary BATMAN when the crime terror the Gotham city. So, what is the relation between Bruce Wayne, Batman, and branding? Well, let's talk about it =D


Bruce Wayne was an ordinary boy who was born in a multi-billionaire family that live in Gotham city, a city that is full of crime. When he was a child, both his parents were murdered and he saw it by himself. Since that, the little Bruce had his own point of view about crimes.

One scene at BATMAN BEGIN when Bruce's parents were murdered

When Bruce was an adult, he had his own journey to learn and find out the way to fight through martial arts. He left all his glamorous life for several years before came back to Gotham city with the new mission which was fighting the crime. This was the birth of a BATMAN.

One scene at BATMAN BEGIN when Bruce
had his journey to learn martial arts

On the way back to Gotham city, his best assistant Alfred pick him up by his personal jet-plane. At the flight, they had a conversation about Gotham's latest situation. Related to the branding, Bruce Wayne did say something about branding on the conversation with Alfred. What was it? Please check on the following video....

The birth of BATMAN

Where is the branding statement there? Do you find them?


On the chat, Bruce Wayne said something to against the crime :

“… criminals will not be afraid on me if I am Bruce Wayne. I need something, a symbol, that is everlasting and will be feared by them …”

In branding, it means :

“… they will not remember me if I am Bruce Wayne. I need something, a symbol, that is everlasting and will be remembered by them …”

After he realized that he needed a symbol, then he prepared everything that he need to make the symbol alive which we know it as a BATMAN. The preparation was in everything from how the costume is, the color, the weapon / tools, the way he show up, the voice, the way he act, bat-light facility to call him, and many more. Through all this attributes, the BATMAN was success to frighten the Gotham city's crime and made him as an icon of Gotham's hero. And the citizen was easily remember what BATMAN is than a man named Bruce Wayne.

Bruce Wayne became a BATMAN

BATMAN on his costume

BATMAN always showed up at night through extra ordinary ways

BATMAN educated Gotham city how to call him
if anything bad is happened, by providing the bat-light

BAT-MOBILE, one of BATMAN attribute

Even Bruce Wayne was a BATMAN, people were easier to recognized

BATMAN than himself because BATMAN was a symbol

And all the attributes of BATMAN which has been mentioned before was mixed become a symbol (we call it logo). The symbol was not just a symbol. But it's more than that. It's a memorable and strong symbol that represented the whole things about BATMAN.

BATMAN logo which represent the whole attributes of BATMAN

This is a logo used for. It's a symbol that represent a brand and all its related attributes. On this illustration, BATMAN is a brand which has some supporting attributes such as color, the weapon / tools, costume, extra ordinary ways of action, unique voice, hi-tech facility, strong and tough guy, and many more. For sure, not many people can remember all his attributes. But, by having a symbol / logo, it becomes easier to remember and describe what BATMAN is. Even visually, a logo consists of graphic ornaments (line, shape, etc), it has a deeper meaning and function, which we can say as a trigger for everyone to remember a brand.

So, how is your brand's logo? Is it easily recognized and memorable by your audience? Does it well represent your brand?

Well, we hope this brand discussion gives you some new information about the function of a logo. We are welcoming everyone who wants to share their opinion about it, even it's disagree one. Let's keep sharing. CHEERS =D



Regards,
CAVLENT's team

"BSA" PROJECT IS GOING TO FINAL

One of CAVLENT's project is going to final!!!

After 2 months of brand adventuring on Re-designing BSA's Media Application, then it's what we have been waiting for. The final design is soon approved then ready to use. An intensive co-ordination and co-operation from both BSA and CAVLENT makes this project so fun and interesting. Start from purposing the brand strategy, media main concept, design direction, until the suitable media applications, we have been in so many exciting condition. And for sure in every project, we will face on "REJECTION" and "REVISION". But we believe that both conditions are parts of our brand adventure and will make us go further into the next level.

So, here is one of the dummy from the newest promotion tools which is product catalog.





What's the concept behind? Why do we make it that way? For that, we will share you more on the next article. We will update you later. And finally, thanks for reading. Cheers =D


Regards,
CAVLENT's team

INTRODUCING THE NEW IDENTITY OF "ETERNA"

Hi all brand adventures!!! We would like to share one of our BRAND REJUVENATING project that we just finished. It's our pleasure to share a bit details about what we have faced on during this project. Hope this article will give you more information and inspire you about branding and its related process. Please refresh your mind =)


BACKGROUND

The products of ETERNA

ETERNA is a brand of PT. Eternal Gelora Perkasa from Jakarta, Indonesia which is producing foam/sponge which then being manufactured to be consumer goods that we use daily. Established in 1990, the company has been well recognized by domestic and also international market. In the competitive market, the company (and also the brand) stands strong in the production of good quality material that is applied into blanket, jacket, pillow, bed, sofa, transportation seat, and many more products.


SITUATION

As one of the leading company in their product category, ETERNA was faced on various situation. The global economic atmosphere influence every business into a high competition market. Every products in the same category are looked similar, lack of differentiation, and becoming commodities so the market can't easily see the difference of each. ETERNA realized this situation and they need something to support their business performance, beside keep maintaining the products quality. It was our challenge to push the brand breaking the "similarity zone".

One of ETERNA product application : Ski Gloves

ACTION and RESULT
We offered the new brand strategy to communicate what ETERNA is. Start with how to inform the market about the products, the range that it has, the applications, and other related information which will support on communicate the new ETERNA. Then we offered the brand structure as the main pattern for every branding communication. Last, we decide the suitable design identity to show the main character of ETERNA's products which are concern on comfort and softness. And here is the newest look of the brand identity which is applied in one of the brand application.

The new design identity of ETERNA

The new look of ETERNA company profile

Inside the company profile

With the new branding strategy, ETERNA now is ready to re-attack the market with every single new innovation. CONGRATULATION FOR ETERNA !!! =D



Sincerely yours,
CAVLENT's team

This article is sole property of CAVLENT BRANDS CONSULTANT including its intellectual property rights and copyrights. It should not be disclosed to any other party, photocopied or reproduced by any other means without permission of CAVLENT BRANDS CONSULTANT

BRAND BUILDING STRATEGY (Step 1)

When you are going to start your new business, it is important to get the attention from your market. They have to know about your products at first, at least your brand name. Your product will have less chance to win the market if people don't have any idea about things that you sell. So, what should you do?

In branding, there is "BRAND AWARENESS STRATEGY". Here, the point is about introducing the brand such as the brand name, the product or business category, the benefit, or else so people will be aware about your brand. As an introduction, a clear and simple message is necessary than a detail one, so the main focus of the message is about what the brand is ...

Introducing DHL as a delivery service company

Introducing AXE as a brand (body spray) that will make women crazy

Introducing ARIEL as a softener brand

Introducing PANTENE as a haircare brand

Introducing AIRASIA as a traveling brand (airplane)

Introducing the new car of SUZUKI

Introducing HASHI as a brand of Japanese restaurant

All the pictures are introducing what the brand is (no promotion message). The purpose is to build the brand awareness among the market. It is commonly used as the strategy before the promotion. The point of this strategy is telling them if your brand (now) is exist and can be found. Then let them explore more by themselves before you continue the next strategy which is ATTRACTING through some promotion activity. So, how did you introduce your brand? How aware your market on your brand?



Regards,
CAVLENT's team

All pictures are taken from the web for knowledge sharing, not for commercial purpose

PHOTO PRODUCT SESSION (20-21 Jan '10)

As part of the redesigning project for our client, PT BANGUN SARANA ALLOY (BSA), we arranged the product photo session that took place in the company and lasted for 2 days. There were 75 products with 3 different categories that need to be captured in different technique.

Preparation : Setting the products, photography tools and property

Final Check Up

Start the photo session

The first category, it’s called the “GENERAL PRODUCT”. The main focus for this category is the design itself. So it needs to show the whole performance of the product, as you can see on following picture.

General Product

The second one has the difference on the finishing, which is called “MIRROR FINISHING”. The character of this category is the surface of the product that is reflecting things. So the main focus for the photography was on the detail for its surface, especially the reflection part.

Mirror Product

The last category is the most difficult to be captured. It’s called “CHROME FINISHING”. The best part of this category is the color and the “blink-blink” effect that is needed to be shown up. As the consideration, the “blink” effect must be captured without any reflection of the photographer or item surrounded.

Chrome Product

After the photo session, we walked around the company to take more pictures about the working situation and others necessary activities.

Outside the company

In the factory

Chroming process

Capturing the activities

Finally, the 2 whole days photo session was done, and we are ready to do the next steps that are photo editing and design lay-outing. The photo session was so fun, and we are so excited to have another photo experience with another products and clients. So, are you the next?

Regards,

CAVLENT’s team

REDESIGNING "BSA" MEDIA APPLICATION

BSA is a brand of PT. BANGUN SARANA ALLOY, an alloy company which is founded in 1990 and located in Tangerang, West Java, Indonesia. Producing high quality alloy wheels to assure driving safety, has distributed the products to domestic and international markets. As one of the leading company in alloy wheels, BSA has developed products through innovative design, so it is needed to be communicate clearly through some media.

Our project is RE-DESIGNING THE MEDIA APPLICATION, include its brand strategy, brand structure, brand application, and identity design. The project kicks off in the middle of January 2010.



Regards,
CAVLENT's Team

OUR BELIEF

We believe that a POWERFUL BRAND is made from combination of 3 integrated points which are :

1. Product Quality
Providing the best quality to your customer is the starting point of every business. More satisfied customers bring bigger chance for increasing your sales.

2. Visual Application
Clear visual applications will make you looked different with your competitor. And the visual applications are also used as your brand identity so your customer will be easily to recognize your brand and products in the market.

3. Communication
Good product quality and visual application need to be communicate using the right strategies so customers will know the advantages of using your brand. By understanding your market and competitor, the communication strategies are formulated to give the right solutions.


When one of them is missing, a brand will have less chance to be a powerful one.


Regards,
CAVLENT