Rubicon possibly?
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- thizzbobby
Help! I was working at an ad agency about two years ago, and they used this really neat matrix, that I BELIEVE was called the Rubicon for strategizing and positioning brands. I'm currently in the process of reworking a branding platform for a huge company, and I want to have my stuff together, and would like to use this methodolgy for my first pitch and brand synthesis project with them.
But after Googling for a while for the Rubicon diagram, I could not for the life of me find what I was looking for. It was a color wheel of sorts, with professions and emotional buzzwords tied to each quadrant.
I could really use help finding this. Please let me know if you have any idea of what I'm talking about.
I truly appreciate any help. Thanks again in advance.
- 7point340
rubicon?
did you work for jeep?
- *smirk*thizzbobby
- sorry. i was only being slightly sarcastic.7point34
- i'll try harder next time.7point34
- SPQRGreedo
- thizzbobby0
It was a color wheel or sorts, with names like Jester, Patriarch, etc. tied to where the brand same themselves as a color on the wheel.
- thompson0
was it this?
http://images.google.com/imgres?…
- thompson0
too bad it's gone, if it is. I'd like to see it too.
- Horp0
This is a fairly standard presentation concept. There is no templte for it... maybe your company had devsed their own template for ease of use, but I think you'll find its just a case of dividing a circle by different brand-personality types, colouring them, then deciding what 'closer to the centre' indicates versus what 'closer to the edge' indicates.
There are hundreds of ways of presenting relative values.
- thizzbobby0
There was some standard though, that it had been developed from originally. I just remember them going on and on about the history of the the method. I guess I should have been paying attention in those meetings and not QBN'ing
- Llyod0
4 door jeeps are a sacrilege
- Horp0
Theres that old classic of the polar cross too, where you say, eg:
NORTH = RIGOROUS AND AUTHORITARIAN
SOUTH = ASPIRATIONAL AND LIBERATING
EAST = REWARDING AND NURTURING
WEST = SECURE AND PROTECTIVEAnd then the entire creative team will spend and entire afternoon quibbling with really long explanations about why it the brand marker should be place 1mm up but 2 mm over to the right, versus, 1 inch further down and an 1/8th to the left.
That arguement will form the creative spark for the first presentation.. "So you see we have two real routes to explore here in terms of strategy. One will see your brand as the guardian and protector of people's assets - we're calling that the Loyal Warrior Concept, the other will see it more as an enabler, a motivator of personal ideas and we're calling that the Wizardy Dreambaker Concept'
And the brand management team from Smudgeums Funeral Accounting Ltd go away feeling really very excited and energised.
- Word. I just thought there was maybe a diagram that I could reference to create my own. THanks.thizzbobby
- There is, just remember "Loyal Warrior" versus "Wizardy Dreambaker" and you're home and dry.Horp
- waterhouse0
Jeeps haven't been Jeeps since the mid eighties anyway.