rough definitions for the brand words in the binder

Shansa is going to go through these and edit them on Sunday, and then we will repost them, but here are the rough definitions I did tonight.

Vision
Consume was created to educate college students about healthy, and easy alternatives to fast food. By inspiring them to change their eating habits this will lead to healthier generations as these students mature, and have children that they raise to eat healthy. The vision of the website is for the students to get excited and motivated to make a change to a healthier life, through a simple and clean site with facts and tips on healthy eating habits. The website will include a flash game to keep them entertained, and viral videos that will inform them. It will also include pages for the press kit, posters, and links to other sites that our brand is on.

Meaning
The meaning of Consume is to show the destructive and disgusting side effects of fast food on a person, and to motivate college students to start living a healthier life. If mass amounts of the population start to make healthier choices then fast food establishments would be forced to add healthier options, or to change their products. The brand is trying to create far reaching ramifications by helping to change a generations belief about fast food and health.

Authenticity
Consume will stand out as the brand that is trying to make a difference in the health of future generations through simple changes. We are the brand that is taking on the fast food establishments that are brining down the health of people nationwide, and now worldwide as they continue to expand. We will use successful branding techniques from other major brands like the Truth campaign, but we differentiate our brand through our subject, techniques and style. We will strive to stay on the cutting edge through viral videos, and campaigns that push the limits to keep the students attention.

Differentiation
Campaigns that are geared towards healthy living are usually aimed at people who are already parents. That way they can change their habits, and raise healthier children. Consume is geared towards college students so that they can change their habits before they have children, and then they can pass on their healthy traits. We will set ourselves apart from other campaigns geared at healthy lifestyles by creating a shock value that appeals to younger generations. We will stay hip and current with our branding with what is appealing to college students nationwide. We will hold events on campuses to create more interest and get more people involved.

Sustainability
Consume will sustain by keeping current on trends among college students. Right now viral videos and shocking campaigns are what is popular, but in the future the brand can adapt to any new techniques that will be popular. Viral videos will be our main focus currently because they can be passed on easily, and they provide free advertisements. We will also stay current with students by having our own pages on popular sites like MySpace, Facebook, Blogger, and Twitter. In the future we can add new pages to new sites that will all continue to link back to the website.

Coherence
Consume will have a consistent theme throughout the campaign by staying focused on the message of a healthy lifestyle for college students. All of the deliverables like the posters, videos, websites, etc will all have the same theme with differing ways of getting the message through. The posters and videos will have an edgier urban street feel to them with a more shocking approach to get the students interested in the brand, and motivate them to visit the site. The site will have a cleaner style that will also feature these items along with shocking facts, but it will include pages with advice and tips on eating healthy.

Flexibility
Consume will evolve to meet the needs and style of its current market. It currently has an edgy urban street theme, but it could easily adapt to a new trend. We will have to stay up to date with what the trends are in fast food as well so that we can keep our marketing techniques aimed at what is popular.

Commitment
Consume will stay devoted to educating college students about healthy alternatives. Our logo, websites, posters, and videos will adapt to current trends that will catch the attention of the younger generations. The brand as a whole can change styles, and techniques as long as we stay committed to making a nation of healthier citizens.

Value
We will substantiate and increase the value of our brand by creating and staying current with popular trends among college students. Consume will appeal as a hip brand that really cares about the health of a nation instead of as a brand controlled by the money making rich elite. We will be the brand that is reaching out to create a difference. We will appeal as a brand that is really trying to make a change by reaching out to people through campus events around the nation.

Positioning
Consume will be positioned as the brand for college students to find a healthier way of life. We will be the brand that states the facts that fast food chains do not want their consumers to know. The brand will give easy steps for the students to improve their lives and eat healthy. We will be the brand that is edgy, aimed at the youth, and viral worthy.

Brand Strategy
The brand will use its marketing techniques like the posters positioned on campuses to get students to visit the website. On the website they will find information about healthy alternatives, and unhealthy facts about fast food. Pages on sites like Facebook, MySpace, Blogger, and Twitter will have information and links to the Consume website. Viral videos will draw attention to our brands messages and lead viewers back to the website. The flash games will show the unhealthy elements in fast food products, and that healthy food beats fast food. The brand will catch the eye and thoughts of the college students it is targeting, and it will continue to stay an educational tool.

Names
The name Consume became the motivation behind our brand. We wanted to show how people devour food without thinking about what they are eating. They also eat mass amounts of unhealthy food because it is cheap and fast. They do not think about the consequences of all of the fast food that they are Consuming, and our brand is trying to address all of these issues.


Trademark
The brand will be trademarked to ensure that the site, videos, posters, and other promotional materials cannot be copied. We will strive to set the brand apart from others, and it will be important to make sure that our style, ideas, and resources remain ours.

Brand Architecture
The brands main focus will be to get students to visit the website. From there they can view videos, play the flash game, look at our promotional materials like the posters, and link to other websites. The main objective will be to keep the website current, interesting, and captivating so that students continue to go back to the site and refer friends. The videos will be another important aspect to the campaign so that they capture the attention of and create interest for the students. Videos will need to be created on a continuous basis so that they continue to be edgy, and trendy.

Taglines
We have the main tagline of “What your fast food isn’t telling you.” This will be substantiated through the website by it providing facts about the unhealthy side of fast food, and by it offering healthy alternatives. We will also have other taglines that will be used through out the brand like “Lovin it a bit to much,” which is a spin off of McDonalds. Our brand will play off of the taglines of popular fast food chains to show the unhealthy ideas that they promote.

Design
The design is based off of a current urban street style that is popular among college students. Bright colors that are variations of colors by fast food companies give a reminiscent feeling towards them, but with a new spin that fits with the style of college students. There is a splattered paint feel that sets it apart from the clean basic styles of the corporate world. The website will have a cleaner design for functionality, but it will still embody the look and feel of the brand.

Demographics
College students are the demographics of our brand, and they are usually between the ages of eighteen to twenty four. Male and female fast food consumers will be the main target. We will be trying to change their mind about fast food, and educate them about healthy alternatives.

Short/Long Term
Our short term goal is to change the eating habits of current college students so that they can live a healthier life. The long term goal is that they will pass on their eating habits and healthy values to future generations. In a few decades this will create a nation of healthier citizens that chooses to eat healthy alternatives. This will also force fast food restaurants to change their menu options, or change their entire way of preparing meals, and their ingredients.

Ramifications/cultural & societal
The cultural ramifications are that we will make it appear as though fast food is not an alternative for prepared meals that people want to consume. They will find it to be unpopular to eat fast food, and that making healthy choices is the right thing to do. The societal ramifications are that we will become a nation with less obese citizens, and we will have less health problems like strokes, diabetes, and heart attacks.