Given that the Kreweser is currently a relatively unknown brand, I would suggest that the product itself should be branded with the logotype on the side of the fridge compartment, it strikes me as a bit odd that a product wouldn’t advertise itself, especially at such lesser-known stage of the brands existence. The symbol should then be used on the back, as this way you can make the most efficient use of space on the product itself.
From here I would suggest that the website should be changed, as it doesn’t reflect at all what the target market would want from a product. I would suggest using a much smaller video as currently it’s pretty unmanageable due to how huge it is. I’d also make the “As Seen On” section much smaller, as the brand should be presented as something that is strong enough to stand by itself without needing any support. The website should be more like the Kickstarter page, which uses images of young women on the product over and over again in order to try and sell it. There is none of this on the website, and I think it would be beneficial to have this sort of thing there, if for no other reason as it gives the website some sort of context as to the age of the target market, whereas currently it looks somewhat like the website for a brand of cleaning products.
Social media could be important to the Kreweser brand, as it is something that it’s target market is comfortable with. The Kreweser is very much an impulse buy, and by using advertising on things such as Twitter and Facebook you are putting the name and the brand subconsciously into the minds of the target market so that if the situation arises where someone would be in a position to buy it, the fact that they have some recognition of the brand is going to give them more trust in it. Twitter could be used more actively as a place to try and raise awareness of the product through the use of posting photos to college student-related pages and offering discounts and running competitions for those who retweet. I think this would definitely be a viable strategy given my own initial reaction to the product, which was something along the lines of, “oh my god, this is the best thing ever”.
Building the brand through associations with other strong brands is also something that I’d look into. Potentially producing limited edition models with companies such as Chrysler and Chevrolet would build add a lot of prestige to the product. Obviously this would be very dependant on the mentioned companies, but I think the idea could easily be sold to them as a way of connecting with younger potential car buyers, and the idea could be mutually beneficial.
I would target the advertising at areas saturation with young people such as colleges, and produce leaflets and flyers to leave in areas that are part of student life in America such as sports facilities and libraries. Student fairs would also be a good opportunity to showpiece the brand through the use of merchandising such as stickers and badges etc.
All text used should be in a sans serif and be using a less recognisable typeface than something like Helvetica, as the brand needs to come across as somewhat edgy. I would suggest Gotham, as it’s associations with the Obama campaign make it a very American font, and this reflects the patriotism that is generally felt by the American people.
I would suggest that the main logo not be used at a height of less then 30mm, as at any smaller size the detail starts to become less noticeable. The logotype shouldn’t be used at a height of less than 10mm because at that point it starts losing its blackness. It should be used only in horizontal spaces. The symbol should only be used in situations where either the logotype or a photo of the product is present for purposes of association. It shouldn’t be used at a height any larger than 30mm because at that point you may as well be using the logo. The exceptions to this could be on merchandise where a more circular layout would be more preferable, such as for badges or stickers. It shouldn’t be used at a height of less than 20mm because at this point it starts losing the points around the edge. Again, the exception to this would be on merchandise, for example on the end of pens or pencils.
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