KNOCK

For this project I got the opportunity to talk to Lili Hal the President and CEO of the branding company, KNOCK. While I was there I learned some very useful information.

Branding is developing the brands over-all look, feel, and/or tone. Advertising is taking the brand and showing it to consumers.
 * What is the difference between branding and advertising?**

The two big ones are: We do Targets store environment, or the signs, such as Back to School, or Holiday, or the pictures of food you see in their grocery section. We also have created packaging for New Balance.
 * What clients do you have?**

1. We have a "kick off" with the client where you can ask them questions and they give you a briefing that tells you what their goals are. 2. Then we come up with the initial design. 3. Then we talk to our clients and they think, can this be done? Do we have enough money/time to do this. 4. Once they OK it then we have an internal kick off 5. Then we research everything we need to. 6. Then we think of three different ways to approach the task. 7. Then we get feed back from the client. 8. If the feed back is positive then we complete it.
 * When you are given a project, what are the steps to complete it?**

It takes around 6 to 12 weeks, and the designs and ideas take up 2 to 4 weeks of that time.
 * How long can a project take?**

We use mail, outdoor, brochures, and some commercials, etc.
 * What kind of mediums do you work with?**

Our clients mostly stay with us, but we do have some smaller businesses that only come to us for one or two things.
 * Do clients normally stay with you, or do they come to you for one project?**

Well, we acctually have someone whose whole job is to keep up with the last pop culture. They are called a trend curator. They look at different blogs, stores, magazines, and trends.
 * How do you get inspiration for your projects?**

I would say 95% of our clients come to us though word of mouth, but we do send out some self promotions (about 1 every 2 to 3 months.) Then we have our website too, and that also brings some clients in.
 * How do you get clients, do they come to you or do you go to them?**

Well people only spend an average of 2.6 seconds looking at something, so you have to try to focus on bringing the costumer in. In the picture you need to make one important factor in the product and make it stand out in the picture.
 * When you are creating ads or signs what do you try to focus on?**

Here are some pictures of self-promotions they gave me. This promotion is showing prior work KNOCK did with New Balance to try to bring new costumers in. This is a holiday promotion.

This is last years summer promotion.

If you want to learn more about KNOCK... Here is a link to the KNOCK website: http://knockinc.com/

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