OMDC Brandstorm. Board of Directors Review, October 5, OMDC BRANDSTORM MEDIA PROFILE OCTOBER 5, 2017

Transcription

1 OMDC Brandstorm Board of Directors Review, October 5, OMDC BRANDSTORM MEDIA PROFILE OCTOBER 5, 2017

2 Contents Section A: Methodology Section B: Brand naming 101 Section C: Themes Section D: Brandstorm results Section E: Brand name shortlist from employee session Section F: Where are we now? Section G: Brand name shortlist 2 OMDC BRANDSTORM MEDIA PROFILE OCTOBER 5, 2017

3 Section A: Methodolgy 3 OMDC BRANDSTORM MEDIA PROFILE OCTOBER 5, 2017

4 Twenty-nine employees from the OMDC and ten from industry participated in a series of brandstorm consultations that took place over five sessions. Each session was scheduled for one hour in which participants were guided through a brand naming 101 crash course, then divided into teams to answer a series of questions designed to identify the most compelling characteristics of OMDC. Of the responses, participants selected what they felt were the most important attributes, and proceeded to use this information to brandstorm new names for the OMDC. In collaboration with the consulting agency, participants then went on to select and refine the strongest candidates for review by the OMDC Board. 4 OMDC BRANDSTORM MEDIA PROFILE OCTOBER 5, 2017

5 Section B: Brand naming OMDC BRANDSTORM MEDIA PROFILE OCTOBER 5, 2017

6 Brandstorm participants were given the following brand name 101 session to help centre their thinking about our goals for the session and to contextualize the approach and requirements for developing a brand name. 6 OMDC BRANDSTORM MEDIA PROFILE OCTOBER 5, 2017

7 What is a brand name? 7 OMDC BRANDSTORM MEDIA PROFILE OCTOBER 5, 2017

8 A word or phrase that explains: MISSION PRODUCTS VISION WHO WE ARE WHAT WE DO SERVICES VALUES ACTVITIES AUDIENCES 8 OMDC BRANDSTORM MEDIA PROFILE OCTOBER 5, 2017

9 What does a brand do? 9 OMDC BRANDSTORM MEDIA PROFILE OCTOBER 5, 2017

10 EVOKES PROMISE ESTABLISHES PERCEPTIONS DEFINES EXPECTATIONS PERSONIFIES ORGANIZATION 10 OMDC BRANDSTORM MEDIA PROFILE OCTOBER 5, 2017

11 Why is a brand important? 11 OMDC BRANDSTORM MEDIA PROFILE OCTOBER 5, 2017

12 Creates definition and supports strategic direction Unifies conversations and ideas among audiences Showcases our unique differentiator and sets us apart from the competition 12 OMDC BRANDSTORM MEDIA PROFILE OCTOBER 5, 2017

13 Why are we renaming OMDC? 13 OMDC BRANDSTORM MEDIA PROFILE OCTOBER 5, 2017

14 Better reflect AUDIENCE EXPECTATIONS VALUES & CULTURE PRODUCTS & SERVICES 14 OMDC BRANDSTORM MEDIA PROFILE OCTOBER 5, 2017

15 FROM THIS TO THIS 15 OMDC BRANDSTORM MEDIA PROFILE OCTOBER 5, 2017

16 Current state 16 OMDC BRANDSTORM MEDIA PROFILE OCTOBER 5, 2017

17 17 OMDC BRANDSTORM MEDIA PROFILE OCTOBER 5, 2017

18 Naming conventions INITIALISM DESCRIPTIVE ALLITERATION EVOCATIVE PERSONIFIED BLENDED NEOLOGISMS 18 OMDC BRANDSTORM MEDIA PROFILE OCTOBER 5, 2017

19 Considerations MEMORABILITY BREVITY PERSONALITY DIFFERENTIATION LANGUAGE 19 OMDC BRANDSTORM MEDIA PROFILE OCTOBER 5, 2017

20 Section C: Themes 20 OMDC BRANDSTORM MEDIA PROFILE OCTOBER 5, 2017

21 The responses to our three brand questions who we are, what we do and who we serve, revealed recurring themes against which the brand name candidates were created. 21 OMDC BRANDSTORM MEDIA PROFILE OCTOBER 5, 2017

22 DEVELOPMENT CREATIVITY INDUSTRY/ BUSINESS PROMOTION COLLABORATION/ CONNECTION INNOVATION OMDC is a bridge between sectors, governments and industry Creates jobs and supports economic growth for creative industries in Ontario Brokers government and international relationships OMDC is an economic driver that boosts the Ontario economy by attracting investment Promotes Ontario creative content and resources OMDC is a subject matter expert about industry growth and funds Connects stakeholders to resources, knowledge, funding, and partners Caters to government, international marketplace, content creators, public-at-large 22 OMDC BRANDSTORM MEDIA PROFILE OCTOBER 5, 2017

23 Section D: Brandstorm results 23 OMDC BRANDSTORM MEDIA PROFILE OCTOBER 5, 2017

24 The employee brandstorm sessions yielded a total of 147 options, 19 of which were viewed as being the strongest candidates. The following page outlines the long list of candidates with the strongest being highlighted in blue. 24 OMDC BRANDSTORM MEDIA PROFILE OCTOBER 5, 2017

25 Blue Sky Ontario Bridge Ontario Bridging Ontario C.O. C.On Catalyst Ontario CBO (Creative Business Ontario) CIOntario (Creative Industries/Cultural Investment) CollaboratiON Communicating Culture Connect Ontario Connecting Culture Connecting Media Matrix ConnectiON content Content Ontario COoperation, COllaboration Creaon Create On Create ON Create Ontario Create! Createnterprise CreateONcree CreatePro Creates Ontario CreatiON CreatiON Creative Accelerator Ontario Creative Business Ontario Creative Capital Ontario Creative Catalyst Creative Catalyst Ontario Creative Connect Creative Content Creative Culture(s) Creative Development Ontario Creative Economy Ontario Creative Enterprise Agency Creative Finance Ontario - CFO Creative Funding Agency Ontario Creative Help Forum/Fora Creative Incentives Ontario Creative Industries Ontario Creative Industry of Ontario Creative Investors Creative Kindling Creative ON Creative Ontario Creative Partnership Office Creative Spark Creative Vision Ontario CreativeGO Creativelink CreatON CreateONcrée CreatOntario Creon Culton Cultural Connections Cultural Investment Ontario Cultural Ontario Culture Creates ON Culture ON! Culture Ontario Culture Support ON CultureGO CurrOncy Digicreative Digital Creative Industry of Ontario (DCIO) E.I.E.I.O. (Economic Investment Enterprises in Ontario) Facilitate Ontario GO Creative GO ON! GO Creative Happy-Making Machine Ontario ImaginatiON Innovate Ontario Innovative Ontario It s happening in ON M.D.C.Ontario Make It in ONtario Media Fora Media Ontario Mediacraft Ontario MediaON MediaON Mediashift MediaSpark Ontario ON Creates ON Creates ON Media ONCulture ONfire ON-Fund ONPlay Ontario Business of Culture Ontario Connects/Content Ontario Content (ONCon) Ontario Creates Ontario Creates Ontario Creates Culture Ontario Creative Businesses Ontario Creative Capital Ontario Creative Cluster Ontario Creative Connect Ontario Creative Developer (OCD) Ontario Creative Fund Ontario Creative Investors Ontario Creative Partner Ontario Creator Ontario Cultural Industries Ontario Cultural Industry Ontario Cultural Investors Ontario Culture Ontario Culture Agency Ontario Culture Corp/Creative Ontario Culture Currency Ontario Culture Fund Ontario Makes Ontario Media Agency Ontario Media Group (OMG) Ontario Spark Ontario Spotlight Ontario s Creative Currency Exchange Ontario s Creative Economy ONtop Producing Culture Screen Ontario Screen Sound + Page Ontario Screen Sound + Print Ontario Screen Sound Page Spark SparkON SPIN (screen print interactive) Springboard Tax credits and other stuff We Create Ontario 25 OMDC BRANDSTORM MEDIA PROFILE OCTOBER 5, 2017

26 Section E: Brand name shortlist from employee session 26 OMDC BRANDSTORM MEDIA PROFILE OCTOBER 5, 2017

27 The results from the employee brandstorm sessions were reviewed, and refined to reflect the themes identified throughout our consultations. 27 OMDC BRANDSTORM MEDIA PROFILE OCTOBER 5, 2017

28 Creative Accelerator Ontario Creative Industries Ontario Creative ConnectiON Creative Spark Ontario CREATE+ON ONspire Ontario Creates 28 OMDC BRANDSTORM MEDIA PROFILE OCTOBER 5, 2017

29 Shortlist feedback from industry participants Creative Accelerator Ontario Participants agreed that while accelerator was connotative of supporting emerging industries, it is not reflective of the well established cultural sectors and creative industries of Ontario. Creative Industries Ontario It s accurate, but not correct. It s too bureaucratic. I don t like the name, but I like how it s focused on industries not just building culture. The is vibe is right, but the words are not. Creative ConnectiON Participants felt that although this was not the strongest candidate, it is simple and works well with the ON button graphic. Creative Spark Ontario Participants felt that spark was too abstract. CREATE+ON Participants were divided on the use of the + symbol and felt that on its own, would require a tagline to support the idea something like Collaboration. Creation. Capital. ONspire Participants were divided on this concept citing that although it was simplistic and awesome, it may lose its currency over time too trendy. Ontario Creates Although similar in name to several provincial and international peers, participants felt that this was a reasonable candidate. 29 OMDC BRANDSTORM MEDIA PROFILE OCTOBER 5, 2017

30 Section F: Where are we now? 30 OMDC BRANDSTORM MEDIA PROFILE OCTOBER 5, 2017

31 31 OMDC BRANDSTORM MEDIA PROFILE OCTOBER 5, 2017

32 Section G: Brand name shortlist 32 OMDC BRANDSTORM MEDIA PROFILE OCTOBER 5, 2017

33 The short list offered on the following pages, provides the Board with candidates that are derived from the employee and industry consultation. 33 OMDC BRANDSTORM MEDIA PROFILE OCTOBER 5, 2017

34 CREATE+ON or CreateON Creative Business Ontario or CBO Creative ConnectiON Ontario Creates or Creative Ontario CREDEV Ontario 34 OMDC BRANDSTORM MEDIA PROFILE OCTOBER 5, 2017

35 CREATE+ON or CreateON The blended naming convention lends itself to flexibility in how it is spoken and presented. Introduction of + is a creative approach to blending the words, but can operate equally as well with this removed. There were some concerns whether the + symbol as a part of the name would hurt searchability. If used only as a visual liaison, this would not be the case. Feedback from working groups tells us that this is a good choice in that it reflects the connection between creative industries and province. But, not especially exciting. Because it is figurative, French adaptation is relatively easy. 35 OMDC BRANDSTORM MEDIA PROFILE OCTOBER 5, 2017

36 Creative Business Ontario or CBO A descriptive naming convention helps to accurately describe the activities of the organization. Our working groups felt that the directness of Creative Business Ontario delivered the right idea and sentiment. The term Industry was also used, but felt to be too clinical. Creative Business Ontario can be shortened to CBO in conversation or when the identity is developed. It will be important to remember that French translation will also be lengthy, but that this can be shortened to an acronym as well. 36 OMDC BRANDSTORM MEDIA PROFILE OCTOBER 5, 2017

37 Creative ConnectiON Creative ConnectiON is a descriptive naming convention that supports organizational objectives suggesting connections for the creative industry. During consultations, we heard the connection theme often connection to industry, connection to each other, connection to economic support and connection. Alternatives could include using the French word for connection connexion, in which case the brand name could be Creative Connexion Créatif. The use of alliteration also supports memorability of the brand. 37 OMDC BRANDSTORM MEDIA PROFILE OCTOBER 5, 2017

38 Ontario Creates or Creative Ontario A descriptive naming convention like Ontario Creates supports organizational objectives connecting the creative sector with Ontario and can serve as a metaphor for our provinces creative talent, spaces and economy. Ontario Creates works because it is simple and memorable and can be easily adapted to French. Other provinces and international peer organizations share a similar naming convention Creative BC, Creative Scotland etc. Modifying this convention to Ontario Creates supports a slight differentiation in name, and also modifies the word create from adjective to action. 38 OMDC BRANDSTORM MEDIA PROFILE OCTOBER 5, 2017

39 CREDEV Ontario CREDEV Ontario is a blended word play that works in both French and English. The word borrows from creative and development in English; and créatif and développement in French. The blended state is a pun that when put together, sounds like creative / créatif. CREDEV borrows from what we heard in our consultations that themes of creativity and sector support are important. 39 OMDC BRANDSTORM MEDIA PROFILE OCTOBER 5, 2017