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BRAND+ is our approach to making your brand distinctive and ownable. We dig deep to find the truth about you.

LEARN

OBJECTIVES

Translate the business strategy into a brand opportunity that defines the imperatives this program must address: Brand vision, opportunities and challenges
Business goals and success criteria
Audience profile and needs
Market landscape and competitive opportunity


WORKSTEPS

• Internal interviews

• Stakeholder interviews

• Planning & design review

• Neighborhood audit

• Trend research

• Competitive audits

• Qualitative research

• SWOT analysis

KEY RESEARCH

What: Qualitative research

Who: NYC buyers, NYC renters, intl. buyers, local residents

Why: Market perceptions & desires: general decision drivers neighborhood & competitors

DEFINE

Objective

Develop a compelling, unique positioning platform that acts as a touchstone for all brand development:

OBJECTIVES

• Brand promise

• Brand personality

• Brand “architecture” (“place”/residences/ tenants/etc)

WORKSTEPS

• Concept exploration

• Develop visual stimuli

• (Opt.) Qualitative concept test

• Quantitative positioning &

architecture research

• Refinement of brand platform

• (Opt.) Quantitative test to finalize chosen platform

KEY RESEARCH

What: Quantitative evaluation

Who: NYC buyers, NYC renters, intl. buyers

Why: Assess the optimal positioning & architecture direction (and identify the factors driving preference & perceived value)

EXPRESS

Objectives

Bring the positioning to life through a complete verbal & visual identity system:

• Name (and nomenclature system)

• Logo and identity system

• Environmental / way finding system

• Tagline (as required)

• Brand guidelines

WORKSTEPS

Naming

Naming & nomenclature

Neighborhood designation

Quantitative name test

Identity System

Logo, colors & type

Environmental/way finding

Brand guidelines

KEY RESEARCH

What: Quantitative evaluation

Who: NYC buyers, NYC renters, intl. buyers

Why: Assess the most strategically on-target, motivating and memorable name (or names) & neighborhood designation (Opt.) tagline creation

Identity guidelines

ROLL-OUT

Recommend roll-out activities for marketing, communications and brand experience, including:

• Marketing materials & website

• Environmental / way finding (sales & leasing offices, signage).

• PR & advertising opportunities

• Events & promotional opportunities

• Brand & retail partner opportunities

CONNECT

OBJECTIVES

Monitor the brand's impact on business success over time

CONTACT:

Jim Moran
Paul Newman
115 Fifth Avenue, 5th Floor, New York, NY
info@co-opbranding.com