BENWIN Consumer Audio
| Branding | Positioning | Marketing | Advertising | Strategy | Look & Feel

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Aspects:

  • New company, new company name
  • new product launch
  • marketing and sales strategy
  • naming and logo
  • branding and corporate identity
  • positioning and messaging
  • advertising, promotion and all copywriting
  • development of product naming convention
  • trademark research
  • packaging
  • owner's manuals
  • trade show exhibits
  • web site development, maintenance and  technical support
  • video
  • press kit
  • contract negotiations
  • staff training
  • more

Overview:

In the 2 1/2 years that Rob served as outsourced off-site Creative Director for Benwin, virtually all of the work was done by email and Internet - even though Benwin was only 45 minutes away by car.

There were approximately 15 face-to-face meetings in that time. The first was to establish direction and shake hands (see the story below). Nearly all the rest were to be social and have lunch or dinner. 

Though Rob attended trade shows for Benwin, it was not necessary to accomplish all of the work (and more not shown) that you will see and read about on the following pages. A Creative Director can work off site and be more productive than on site - via Internet.

You get more from an off-site Creative Director since much more time is spent working than in meetings discussing working. It is possible to save time and money, and get better work faster, when you outsource Rob as your off-site Creative Director.

Here's the story:

35 Days, an entirely new product, an unheard of new company without a name, identity or branding, and the Company's first product... a flat panel speaker that doesn't even like look a speaker.

See the Benwin Site as created by clicking here.


This is the BW2000, the world's first flat panel audio speaker without a speaker cone.

Day one:

Rob meets with the President, Senior Marketing and Sales staff of (then named) Kwong Quest.

In this first meeting, Rob describes how all work will be reviewed and approved via the Internet to meet the deadline. He outlines the entire plan and process.

To successfully brand the product, we determine the essential elements:

  • Press Kit on CD-ROM and in printed form
  • BW2000 Sell Sheet including product photos
  • Introductory mailers to attract distributors
  • Trade Show booth and elements including a 40x40' banner
  • Retail Product Packaging and Owner's Manual
  • Promotional Video to create excitement
  • Advertising for trade publications
  • Web Site
  • Easy-to-remember toll-free number

A budget, schedule and all the required elements are agreed upon in one day. Everyone is made aware of how quickly they must react, especially relative to comments, changes and approvals.

Step One - The Branding:

Determining the market demographic to be everyone from 15-65, and those interested in creative design and innovation, Rob begins to build the brand.

The objectives:

Benwin's branding had to accomplish many objectives. Initially it needed to accomplish three primary goals:

  • Lend credibility to the new Company
  • Create a unique identity and 'personality' for the Company
  • Lend credibility to a product that looks more like a satellite dish than a speaker, and is so innovative, it might be tough to sell.

Rob renames the company from Kwong Quest to Benwin.

Kwong Quest - the manufacturer - was difficult to spell and remember. It also added an ethnic quality that even if only 1% objected to, would result in 1% fewer sales.

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, and delivers the new logo for approval via email with the tag line:

The New Shape of Sound identifies the key product differences and becomes the basis for the branding.

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.

Next he creates a motion graphic for use in the video, CD and the web Site that looks like audio.



Since the speaker technology involves sending vibrations through a flat panel, the motion-graphic version of the logo reflected that characteristic further branding the product. Other graphics created later, like the panel below, further communicate the concept of a vibrating flat panel producing sound.

All elements are designed for across-the-board media - reducing costs and increasing consistency.
All elements are created simultaneously in formats and resolutions so they can be used in all media. This reduces costs by enabling the elements to be reused, expedites the project and insures consistency throughout.

Rob writes and designs the Launch Ad:

With print publications typically needing Ads 30-60 days in advance, Rob writes, designs and produces the first ad that will be used for the launch. Since he writes and designs at the same time, the ad is completed without losing any time in collaborating with an account executive, a writer and a designer.

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.

Headline:
The Earth (according to Benwin).

Text:
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.
Next, Rob produces the Music Video titled The New Shape of Sound:
One of the most important aspects of the launch.
Click to play the video.


 

 

Click to play the video. Click to play the video.
Play the video in WindowsMediaPlayer by clicking any screen clip above.
High-speed connection suggested, though it will play on a dial-up.

Why a music video? Watch it now.
In motion, and by using immediately available stock footage, music, special effects and sound effects, Rob was able to create a feeling for the product and the Company that the messaging and the static promotion could not - and produce it very quickly.

Two minutes forty-five seconds in length, 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:

  • Think flat, think thin, think Benwin
  • The New Shape of Sound
  • Kinda sexy, isn't it?
  • 7mm thin
  • No cone required
  • You've never seen sound like this
  • New technology
  • Sleek and Flat
  • Radical New Design
  • Cool, very cool

The music bed, though mainly high-energy and very fast-paced, included transitional segments- classical guitar, jazz, symphony - so it appealed to all buyers in a broad demographic  Sound effects were added to maintain the excitement and energy.

The video can be watched over and over without it becoming tedious. At a cost of $73K, this same video was used for over 4 years, making the investment highly worthwhile.

One video, many applications.

The video was:

  • shown on a big screen at the trade show booth
  • on CD-ROM in the Press Kit
  • on the web Site and included on CD for purchasers of the speakers
  • used to demo the system in retail outlets and for distributors
  • broadcast as a 60 second TV spot

Then there was much more that followed...

Read more about the Benwin project >>