Branding VS Marketing

After discussing our concepts and research with Tutors we are now struck with the question, Are we focusing on re-branding ZUDA or Marketing them.

In this Branding article, they talk about converging and diverging. Finding a hole in the market and creating a Brand that fills that hole. ZUDA fits into Divergence. In saying that they're not claiming to be doing anything original. They are offering Web design as a service as well as Graphic design.

This is a simple Branding Plan:

Find an open category in the mind.

Give that open category a simple name. Sports drink, energy bar, energy drink.

Select a powerful brand name that conjures up vivid imagery. Red Bull energy drink, DieHard batteries, Amazon books, Silk soymilk.

Launch the brand with an intensive PR campaign.

When the brand is established, protect your position with a massive advertising program.

I believe where Venture comes in for ZUDA in this plan is in the Campaign. Therefore I believe that Venture is focused on Marketing not so much on Branding. In saying that some aspects of Branding will cross over into our Marketing Campaign.

Financial Plan

ZUDA has come up with a Budget of $100 for the project.

Wanting to create a challenge in every aspect; money and technique.

Client Profile

Title : ZUDA LTD

Industry: Web Design Company

Description: ZUDA is a very small personal company. Offering unique designs to each client for minimal cost. Also offering social networking and graphic design. Also offering one personal contact within the company throughout the build of the website.

Interests: ZUDA's interests are the clients interests.

Location: Based in Auckland City.

Time Scale: Late July through to early November.

Limitations: Cost limitations, a guerrilla marketing approach. Limitations also include trying to stick to different marketing approaches than the traditional media, or taking them from a different to standard approach.

Desired Outcome: The campaign is to increase the client intake and re-launch ZUDA as a new company.

The Media

The media we wish to explore in our marketing campaign are as follows:

Light Graffiti:

Interactive installations:

Existing Marketing campaigns:

- Alt Terrain

- The Rumpus Room

- Street virus

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