Brand Personality

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An Electric Trip How to Brand The Electric Bicycle
Presented by Lauren Percilla, Eric Schilling,
James Schosser, Ann Whitaker
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Positioning Personality
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• For the commuter of 15 miles or less,
• our line of electric bicycles are a
• transportation option which provides a
• quicker, easier more comfortable
• traveling experience.

Audience
Product Offering
Category
Benefit
Benefit
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• I've never seen anything like that before!
• That looks likeso much fun!
• Well, it just makesgood sense.
• Imagine thepossibilities.

Modern
Spirited
smart
liberated
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NameLogoLogotype Tagline
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• Amp, Volt, Watt, Electric, Electricity, Current,
  Voltage, Amperage, Spark, AC, DC, Juice, Wattage,
  Kilowatts, Energy, Reaction, Static, Potential,
  Utility, Electron, Light, Fuel, Propel,
  Excursion, Journey, Explore, Cruise, Sojourn,
  Voyage, Trek, Wander, Trip, Campaign, Travel,
  Rove,

Electric
Trip
ELEKTRIP
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CreativeProblems
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• Elektrip has two major fronts
• it needs to address with its
• advertising campaign
• Brand Awareness
• Negative Opinion

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To the core cyclist, its cheating. Loren
Mooney, editor in chief of Bicycling Magazine
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you could say you were cheating yourself out of
a tougher workout. Yokota Fritz,
www.cyclelicio.us
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This pretty much sums up the attitude in the
U.S.e-bikingcheating. Anonymous,
bikecommutetips.blogspot.com comments
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• What are Elektrips options?

• Ignore the problem
• Fight the opinion
• ?

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