100923 brand lecture

Design Studio

NABA - Design Studio 2010 - communication class 23h september, 2010, BRAND?

what about BRAND?

communication class

what about BRAND?

Design Studiowhat are we doing today?

what about BRAND?9.00 - 12.00

# lecture - what about BRAND?- BRAND special initiatives

# work in class- what about IRIS (active) ?



what about BRAND?

brand?


brand | definition

Here is the famous advertising copywriter and ad agency founder David Ogilvy’s definition of a brand:

The intangible sum of a product’s attributes: its name, packaging, and price, its history, its reputation, and the way it’s advertised.


brand | definition

from wikipedia:

A brand is the identity of a specific product, service, or business.

A brand can take many forms, including a name, sign, symbol, color combination or slogan.


brand | definition

The word brand began simply as a way to tell one person’s cattle from another by means of a hot iron stamp.

The word brand has continued to evolve to encompass identity - it affects the personality of a product, company or service.


productservice company

brand

A brand is the personality that identifies a product, service or company (name, term, sign, symbol, or design, or combination of them)

and how it relates to key constituencies: (Customers, Staff, Partners, Investors etc)

name, term, sign,

symbol, design,

....

customerstaffpartnersinvestors....

brand | definition


brand | examples

Coca Cola


brand | examples

Apple


brand | examples

Virgin


brand | examples

Disney


brand | examples

prada


brand | summing up

a brand is all things that help a customer form an opinion about a company or a product:


brand | summing up


every element that leaves a lasting impression or have influence on a customer opinion is part of the brand.


brand | summing up


brand is product


brand | summing up


brand is services


brand | summing up


brand is experience


brand | summing up

a brand is a promise.it’s a non spoken contract that a company makes with its customers.

it’s the way a company lets the customer know what it stands for and why it’s important in their lives.

The process of creating this unspoken contract and promise is call branding.


brand | summing up

What makes up a brand?a successfull brand could be described by 5 core components:


brand | summing up


the first component is positioning,define what the brand stands for


brand | summing up


the second component is story telling.story telling catches the customers with an emotional connection they can relate to


brand | summing up


Design is the third component:Design crafts the entire experience: from company operations and customer service to business cards and website


brand | summing up


The fourth component is price:price extablishes a brand value and worth

149.99 $


brand | summing up


The final component of a brand is relationships.relationships make a customer feel special and a part of a something greater.


brand | summing up

what does branding do?branding does a lot of useful things

- branding reinforces reputation- branding incourages loyalty- branding assures quality- branding conveys worlds- branding guarantee access into a community that customers can relate to, and be a part of


brand | summing up

what does branding not do?

- branding cannot rescue aq lousy service or salvage a flood product- branding has the power and influence to enhance the things it represent only as long as they remains truth to the heart of the brand


brand | summing up

why brand?

- because brands identify the truth- because brands tell the story- because brands have appeal- because brands increase revenue- because brands build values on emotional ties


brand | summing up

where do brands live?

brands live in your everydaylife, from your refrigerator,to your medicine cabinet, under your kitchen sink....


brand | summing up

brand is not only A NAMEbrand is also a name.


brand | summing up

brand is not only LOGOTYPEbrand is also logotype


brand | summing up

brand is not only ADVERTISINGbrand is also advertising.


brand | summing up

brands are all around us,and brands automatically live in the mind of customers.

brand is what customers think it is.customers form their own opinion about what a brand means in their lives.


brand | summing up

but opinions can be influenced.and that is what we’re talking about.


brand | brand image, brand experience?

brand experience

+ -=vs

brand image



brand experience

the brand experience is the sum of all points of contact between the customers and the brand.



brand experience


(...the adv)



brand experience


(...the products)



brand experience


(...the shopping experience)



brand experience


(...the events)



(google maps)

brand experience


(...the guerrilla marketing strategies)



(google maps)

brand experience


(...the guerrilla marketing strategies)

(Fedex eraser)



brand experience


(...and so on...)



brand image

the brand image is a how customers perceive the brand.



brand image

the brand image is a symbolic construct created within the minds of people and consists of all the information and expectations associated with a product or service.apple

designminimal

fashion

white

easy to usecool



brand image

the brand image is a symbolic construct created within the minds of people and consists of all the information and expectations associated with a product or service.

hewlett packard

professionaloffice

reliable

expensiveinnovation



brand image

the brand image is a symbolic construct created within the minds of people and consists of all the information and expectations associated with a product or service.

tastyfun

delicious

reliable lightheartednesssafe



brand experience

+ -=vs

brand image

control?



brand image

People engaged in branding seek to develop or align the expectations behind the brand experience,

creating the impression that a brand associated with a product or service has certain qualities or characteristics that make it special or unique

brand image


brand | brand image, brand experience + brand awareness

trying to createbrand awareness

Brand awareness refers to customers’ ability to recall and recognize the brand under different conditions and link to the brand name, logo, jingles and so on to certain associations in memory




For example, Disney has been successful at branding with their particular script font (originally created for Walt Disney’s “signature” logo), which it used in the logo for go.com.


brand | brand image, brand experience + brand identity

trough..brand identity

Brand identity is what the owner wants to communicate to its potential consumers.

Brand identity needs to focus on authentic qualities - real characteristics of the value and brand promise being provided and sustained by organisational and/or production characteristics

what are my core values?

what do I stand for?how do I want to be perceived?

what personality traits do I want to project?



trough..brand identity

In other words:brand identity is a unique set of brand associations that the brand strategist aspires to create or mantain.

who are you?who needs to know?

how will they find out?

why should they care?



brand image

+ -=vs

brand identity

control?



so:brand imagehow the brand is now perceived

brand identityhow strategists want the brand to be perceived


brand | brand image, brand experience + brand visual identity

visual brand identity

A brand’s visual identity is the overall look of its communications.

Effective visual brand identity is achieved by the consistent use of particular visual elements to create distinction, such as specific fonts, colors, and graphic elements.

At the core of every brand identity is a brand mark, or logo.


brand | brand storytelling

brand storytelling



brand storytelling

Earlier today we saw how brand communication can also be intended as a form of storytelling.



In this class we are going to work with “Active” and we will write the story we want our brand to tell during the milan design week.

We are not re-designing the brand, we are working indirectly on how people perceive it.



The story we are going to tell focuses on two key elements:

the consumer and the brand values.



We are building a world our consumer can experience directly, a place where he is our main character.

He is going to be the protagonist of a story that will subtly convey our brand values.


brand | brand - building the experience

“Active” Brand

building the experience.



building the experience.

Three case histories:

Nike StadiumSamsung Design GardenHeineken (Jammin’ Festival, Nights, Halloween)



nike stadium

as Nike says:

“Nike Stadiums are multi-purpose destinations in Berlin, London, Milan, New York, Paris and Tokyo. Stages for inspired performers, labs for innovative expressions, spaces where stories are told and others are written.”



Events, parties, meterial tests, live sports and shopping experience.

Nike Stadium, for example, is a place where customers can leave their bags in lockers, borrow a new pair of shoes, run thru the city with a personal trainer and then take a shower before going home.



nike stadium.

Featuring You.



Nike Stadiums have been used by Nike to promote special initiatives that help the customer

building his idea of what the brand stands for.



samsung design garden.

During last year design week in Milan, Samsung created a temporary exhibit featuring parties, exhibitions, the Young Design Award and many other events.



Industrial design, apparently, is not directly related to what Samsung does as its main business.

why then?



Samsung is subtly promoting its brand values through an unconventional marketing strategy:

Hosting and financing an event like the design garden attracts possible customers and introduces them to the world of the brand.

Ideas and concepts like “high quality”, “attention to the detail”, “state of the art design”, “coolness”... are everywhere in the exhibit.

Link them to the brand and the game is done!



heineken music

what? beer? music?

sounds good.



heineken jammin’ festival

HJF is major event in Italy, the biggest rock festival in the nation. It takes place every year and attracts more 100.000 people in 3 days



heineken nights

During the Festival “Umbria Jazz” Heineken organizes a series of modern jazz concerts that quickly became one of the highlights of the event.



heieneken helloween hights

Live music and dj themed parties all over Europe, hosted by the biggest and better known venues around town.



heieneken is spreading its message during theese events, slowly creating consciousness of

the brand values in the costumers’ minds.

Music, Freshness, Fun, Enjoyment.

Sounds Good.



working on

the brand experience modifies the brand image


Design Studiocommunication class

what about Milan?


Milan | art and design

1) triennale museum + bookshop

(permanent and temporary exhibitions)viale alemagna 16

http://www.triennale.org/

particular:“il tesoro di bomisa”until 28 september(duilio forte)



2) duilio forte atelier

(go on the website, send an e-mail to take an appointment)

via corelli 33

http://www.duilioforte.com/



3) have a walk through via tortona + via savona

(design studios, on saturday)



4) hangar bicocca,

wonderful place,temporary exhibition(boltanski until 26 september)

http://www.hangarbicocca.it/

viale sarca


Milan | BEAUTIFUL and CURIOUS PLACES

00) of course...

- Piazza Duomo (go on the top of the church!)

- Parco Sempione(on sunday)

- via della Spiga / via Montenapoleone(during the week)



1) brera streets:

have a walk,drink a coffee

via fiori chiari, via fiori oscuri(and surroundings)



2) Navigli:

on weekend (saturday, sunday...)

(alzaia naviglio grande, alzaia naviglio pavese))



3) Rotonda della Besana

(via enrico besana)(and then have a walk through viale montenero)



4) Cortili Università Statale

during the week,

via francesco sforza, milano



5) punk guys at colonne di san lorenzo

saturday afternoon

corso di porta ticinese, milan


Milan | to do at night

1) frida cafè

(aperitivo, post dinner, saturday and sunday brunch)

+ all the surroundings (look for “quartiere isola”)

via pollaiuolo



2) bho cafè

(post dinner on thursday evening)

via stendhal 49



3) aperitivo and post dinner in via vetere

(a lot of places, rattazzo, sergeant pepper, trattoria toscana.....)

+ aperitivo naviglio grande



+++

to be updated on events / exhibitions / concerts.....

www.zero.eu


starting from IRIS we’ll be particulary focused on ACTIVE,which is the most innovative part of IRIS.

-from the website:“The aim of Active Clean Air & Antibacterial Ceramic™ is to provide a way to recover part of the environmental impact generated by our system of life, by reducing the effects produced daily by pollution and smog and respecting the ecosystem thanks to the natural mechanism of photocatalysis.”

IRIS (active) | work in class


IRIS (active) | work in class

100923 brand lecture

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