BENWIN Consumer Audio | Branding | Positioning | Marketing | Advertising | Strategy | Look & Feel
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
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.
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:
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.
One - The
renames the company from Kwong Quest to Benwin.
was a shorter, more generic and
memorable brand name with no specific ethnic association.
develops the logo and main messaging to support the brand, and delivers the
new logo for approval via email with the tag line:
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.
creates a motion graphic for use in the video, CD and the web Site that
looks like audio.
elements are designed for across-the-board media - reducing costs and
writes and designs the Launch Ad:
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.
The Earth (according to Benwin).
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.
produces the Music Video titled The New Shape of Sound:
One of the most important aspects of the launch.
the video in WindowsMediaPlayer
by clicking any screen clip above.
High-speed connection suggested, though it will play on a dial-up.
a music video? Watch
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:
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.
video, many applications.
Then there was much more that followed...