recap, branding and concept development
DESCRIPTION
Presentation MD 201 Strategic Design at Volda University College 11.10.2012TRANSCRIPT
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
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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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