没有合适的资源?快使用搜索试试~ 我知道了~
GE-Brand Expression Guidelines(119p)_大厂VI品牌视觉标准_外企业品牌手册.pdf
0 下载量 125 浏览量
2023-08-07
15:34:32
上传
评论
收藏 5.91MB PDF 举报
温馨提示
试读
119页
GE-Brand Expression Guidelines(119p)_大厂VI品牌视觉标准_外企业品牌手册.pdf
资源推荐
资源详情
资源评论
Direct Response
Brand Expression Guidelines
Version 2.0 (December 21, 2006)
The GE Brand
Introduction
1.0 Brand Architecture
2.0 Monogram
3.0 Tagline
4.0 Color Palette
5.0 Typography
6.0 Imagery
7.0 Tone of Voice
8.0 Direct Marketing Components
Envelopes
Letters/Letterhead
Forms
Brochures, Postcards and Inserts
Dimensional Mail
Electronic Direct Response
9.0 Grids
Direct Response Communications
Version 2.0
Page 2
The GE Brand
GE plays a vital role in our modern world, making
extraordinary ideas a natural part of everyday life. The
GE Brand reflects that role as it represents the flexibility,
optimism and can-do attitude of the people who fulfill it.
Brand attributes and character
GE is:
Contemporary
Innovative
Dynamic
Leader
Trusted
Dependable
Approachable
Global
Our brand is the symbol of our heritage, and of the
quality and trust we have delivered for more than 126
years. To our customers, it embodies our commitment
to anticipate and meet their changing needs. To our
organization, it represents the imagination we use to
address those needs in a manner that reflects our values.
We created these guidelines to ensure that we always
remain true to our brand, and the people, products and
services it represents.
Direct Response Communications
Version 2.0
Page 3
Introduction to Direct Response
At GE, direct response marketing has a two-fold challenge ― you have to generate, retain and grow
customers, as well as deliver a branded experience that makes the GE Brand more personal and
relevant in one-to-one communications.
The GE Brand provides DR marketers with a simple, unique style that can be used to make mail stand
out among the competition. As recognition and positive perception of the GE Brand grows among
B2C and B2B targets, leveraging the revitalized image of GE in DR can support improved response
results.
These brand expression guidelines have been customized to address unique components of direct
response, from sidebars on letterhead to the use of color on envelopes.
They also provide flexibility and breadth of options in how you apply guidelines for the brand
essentials in DR, including the Monogram, brand architecture, tagline, color palette, typography,
imagery, tone of voice and grid system.
The graphic examples presented throughout this document are conceptual to support rationale of
specific guidelines and are not necessarily live in-market pieces.
Direct Response Communications
Version 2.0
Page 4
Introduction to Direct Response (continued)
Strong and relevant direct response
practices are a necessary driver in creating
and maintaining a closer personalized
relationship with our customers. It is
recognized that what works today with
one segment, may not work tomorrow as
preferences change.
To identify the best balance of certain
brand guidelines and response driving
techniques for ongoing communications,
GE encourages marketers to continue to
test the eff ectiveness of direct response
techniques. With the goal of maintaining
business results and cost effi ciencies,
tests should be carried out in the smallest,
statistically valid quantities that can
measure the impact of variations of creative
brand elements against the current GE
Direct Response Guidelines.
Mr. John Smith
V.P.
ABC Company
123 Any Street
Anytown, NY 10000
Refreshing ideas
to save you time and money.
Dear Mr. Smith,
Energy Solutions by GE provides temporary water chilling and air conditioning
rental solutions to help you meet your seasonal challenges.
It may be worth 15 minutes of your time to contact GE if any of these
situations sound familiar:
• You’ve outgrown your process cooling capacity.
• You need supplemental comfort cooling due to expansion or change
in process.
• Production capacity limitations are delaying a new product release.
Cooling solutions from GE can put control back in your hands. Please take a
few minutes to look through the enclosed materials and then contact us to
learn how we can customize a solution to save you time and money.
Sincerely
Bob Newton,
Sales Manager
Energy Solutions by GE
P.S. You can contact a GE representative at
1-877-555-5555 or visit gepower.com/rentals.
GE
Energy
imagination at work
Direct response communications
leverage the simplicity and unique
characteristics of the GE Brand
while also using proven response
driving techniques.
Direct Response Communications
Version 2.0
Page 5
Introduction to Direct Response (continued)
As our Businesses continue to engage in testing practices, Corporate would like to understand results
that have potential for scalability across all our DR marketing groups. Please forward test results that
prove positive and corresponding testing plans or business cases to brand.ideas@ge.com. This will
help to understand the elasticity of our Brand in DR and how to continue to provide our DR marketers
with updated guidelines and tools to remain competitive.
For any brand guidelines not included here, please refer to B2C/B2B Print Advertising, Online or
Literature Guidelines.
For specific questions regarding these guidelines, contact your Brand or Marketing Communications
Manager, the Brand team at brand.questions@ge.com
or visit www.ge.com/brand.
剩余118页未读,继续阅读
资源评论
icwx_7550592
- 粉丝: 17
- 资源: 7163
上传资源 快速赚钱
- 我的内容管理 展开
- 我的资源 快来上传第一个资源
- 我的收益 登录查看自己的收益
- 我的积分 登录查看自己的积分
- 我的C币 登录后查看C币余额
- 我的收藏
- 我的下载
- 下载帮助
安全验证
文档复制为VIP权益,开通VIP直接复制
信息提交成功