recap, branding and concept development

Recap, branding and concept development Volda, 11. October 2012

http://grandburo.com/store/product.detail.php?pid=245

Using design methods and mindset to structure and solve problems in order to achieve strategic goals.

Strategic design – ver 0.3

Segmentation tells the difference between people

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From: http://konterkariert.tumblr.com/post/175543630/freshenvy-the-next-epic-battle-lol-nach

Segments vs. personas

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Personas

•  Typical representative of a segment

•  One, single, fictive person •  Represented by name, age and

other personal details

Segment

•  Group of people •  Common motivators and

relationship to a brand, idea, etc.

•  Represented by common denominators (e.g. age, interests and attitude)

Strategic design – this course 1 2 3

What do we want to achieve?

Who do we want to reach?

How will we do it?

What will we do?

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•  Porter’s value networks

•  Ries’ call for differentiation

•  Value innovation

•  Segmenting •  Defining target

groups and personas

•  Customer journeys

•  Branding •  Identity and

graphic design •  (Service design

methodology)

•  Concept development

•  Creativity techniques

•  Prototyping •  Testing

Analysis and design are separate phases

Solution

Analysis •  Market and users •  Business

opportunities •  Communication

and brand targets •  Technology •  …

Assignment/ brief/…

Concept/ prototype/…

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Beckman, Sara L.& Barry, Michael (2007): “Innovation as a learning Process: Embedding Design Thinking”

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Beckman, Sara L.& Barry, Michael (2007): “Innovation as a learning Process: Embedding Design Thinking”

Branding and tips for concept development

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A brand is a collection of perceptions in the mind of the consumer

Brand – definition 2:

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Brands can be managed

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From Aaker , David A. & Joachimsthaler, Erich (2000): Brand Leadership: Building Assets In an Information Economy

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Creating Effective Brand Identity Systems

1. Avoid a limited brand perspective

3. Ignore constructs that are not helpful

2. Link to a compelling functional benefit whenever possible

4. Generate deep consumer insight

5. Understand competitors

6. Allow multiple brand identities

7. Make the brand identity drive the execution

8. Elaborate the brand identity

From Aaker , David A. & Joachimsthaler, Erich (2000): Brand Leadership: Building Assets In an Information Economy

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Creating Effective Brand Identity Systems

1. Avoid a limited brand perspective

3. Ignore constructs that are not helpful

2. Link to a compelling functional benefit whenever possible

4. Generate deep consumer insight

5. Understand competitors

6. Allow multiple brand identities

7. Make the brand identity drive the execution

8. Elaborate the brand identity

From Aaker , David A. & Joachimsthaler, Erich (2000): Brand Leadership: Building Assets In an Information Economy

The devil is in the details

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What does this smell like?

What does this sound like?

What does this feel like?

Usage situations and desires

SIDE 18

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http://www.lofotprodukt.no/

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http://www.lofotprodukt.no/

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Creating Effective Brand Identity Systems

1. Avoid a limited brand perspective

3. Ignore constructs that are not helpful

2. Link to a compelling functional benefit whenever possible

4. Generate deep consumer insight

5. Understand competitors

6. Allow multiple brand identities

7. Make the brand identity drive the execution

8. Elaborate the brand identity

From Aaker , David A. & Joachimsthaler, Erich (2000): Brand Leadership: Building Assets In an Information Economy

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http://www.freitag.ch/

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From:Porter, M. E. (1996): What is Strategy, in: Harvard Business Review, November-December 1996, pp.61-78

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Creating Effective Brand Identity Systems

1. Avoid a limited brand perspective

3. Ignore constructs that are not helpful

2. Link to a compelling functional benefit whenever possible

4. Generate deep consumer insight

5. Understand competitors

6. Allow multiple brand identities

7. Make the brand identity drive the execution

8. Elaborate the brand identity

From Aaker , David A. & Joachimsthaler, Erich (2000): Brand Leadership: Building Assets In an Information Economy

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Brand models are (mostly) desired identity

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Source: Balmer, J. M. T and Greyser, S. A. (2002): Managing the multiple identities of the corporation, in: California Management Review, Vol. 44, No. 3, Spring, pp.72-86

•  Does it capture an element important to the brand and its ability to provide customer value or support customer relationships?

•  Does it help differentiate the brand from its competition? •  Does it resonate with the customer? •  Does it energize employees? •  Is it believable?

What is a relevant construct?

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From Aaker , David A. & Joachimsthaler, Erich (2000): Brand Leadership: Building Assets In an Information Economy

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http://nikeinc.com/pages/about-nike-inc

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http://www.brewdog.com/

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Creating Effective Brand Identity Systems

1. Avoid a limited brand perspective

3. Ignore constructs that are not helpful

2. Link to a compelling functional benefit whenever possible

4. Generate deep consumer insight

5. Understand competitors

6. Allow multiple brand identities

7. Make the brand identity drive the execution

8. Elaborate the brand identity

From Aaker , David A. & Joachimsthaler, Erich (2000): Brand Leadership: Building Assets In an Information Economy

“If you’re going to hunt wild pigs, the first thing you’ve got to do is learn

how to be a pig. You’ve got to think like they think,

move like they move, and have the same instincts for safety and danger.

Hawaiian knife hunter via Jon Steel

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A sudden glimpse of the bleeding obvious.

Paul Bennett, IDEO

Film: Road safety – It’s 30 for a reason

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Road safety: Driving a bit too fast doesn’t really matter.

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Creating Effective Brand Identity Systems

1. Avoid a limited brand perspective

3. Ignore constructs that are not helpful

2. Link to a compelling functional benefit whenever possible

4. Generate deep consumer insight

5. Understand competitors

6. Allow multiple brand identities

7. Make the brand identity drive the execution

8. Elaborate the brand identity

From Aaker , David A. & Joachimsthaler, Erich (2000): Brand Leadership: Building Assets In an Information Economy

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GOOGLE SEARCH: CHOCOLATE PACKAGING

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Freia – sjokoladebutikken

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http://diary.sdg.no/?p=955

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More on: http://artistsinspireartists.com/graphic_design/20-awesome-chocolate-packaging-examples

Positioning

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Expensive

Cheap

Advanced Simple

•  A product's position is how potential buyers see the product

•  Positioning is expressed relative to the position of competitors

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Creating Effective Brand Identity Systems

1. Avoid a limited brand perspective

3. Ignore constructs that are not helpful

2. Link to a compelling functional benefit whenever possible

4. Generate deep consumer insight

5. Understand competitors

6. Allow multiple brand identities

7. Make the brand identity drive the execution

8. Elaborate the brand identity

From Aaker , David A. & Joachimsthaler, Erich (2000): Brand Leadership: Building Assets In an Information Economy

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http://ikeahacker.blogspot.com

Harry Potter

The story of the craze

The books

The J.K. Rowling

story

The films

Hyped midnight launches

Retailers stock-piling Leaks of

new plots

Culture of reading

Adults read as well as

kids

Boarding school

heritage

Cast and film news

Reviews and

recommen-dations

From: Grant , John: The brand innovation manifesto; John Wiley & Sons, Ltd, 2006

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Creating Effective Brand Identity Systems

1. Avoid a limited brand perspective

3. Ignore constructs that are not helpful

2. Link to a compelling functional benefit whenever possible

4. Generate deep consumer insight

5. Understand competitors

6. Allow multiple brand identities

7. Make the brand identity drive the execution

8. Elaborate the brand identity

From Aaker , David A. & Joachimsthaler, Erich (2000): Brand Leadership: Building Assets In an Information Economy

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Coke – Happiness factory

Coke – Give a little love

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Creating Effective Brand Identity Systems

1. Avoid a limited brand perspective

3. Ignore constructs that are not helpful

2. Link to a compelling functional benefit whenever possible

4. Generate deep consumer insight

5. Understand competitors

6. Allow multiple brand identities

7. Make the brand identity drive the execution

8. Elaborate the brand identity

From Aaker , David A. & Joachimsthaler, Erich (2000): Brand Leadership: Building Assets In an Information Economy

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Hate something

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Creating Effective Brand Identity Systems

1. Avoid a limited brand perspective

3. Ignore constructs that are not helpful

2. Link to a compelling functional benefit whenever possible

4. Generate deep consumer insight

5. Understand competitors

6. Allow multiple brand identities

7. Make the brand identity drive the execution

8. Elaborate the brand identity

From Aaker , David A. & Joachimsthaler, Erich (2000): Brand Leadership: Building Assets In an Information Economy

Made to stick

•  Simple — find the core of any idea •  Unexpected — grab people's attention by surprising

them •  Concrete — make sure an idea can be grasped and

remembered later •  Credibility — give an idea believability •  Emotion — help people see the importance of an idea •  Stories — empower people to use an idea through

narrative

Chip Heath and Dan Heath: Made to stick, Random House 2007

Tip: Don’t be too explicit

Connotation: Indirect meaning Better detected than described

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