retail branding

Retail Brandingfor Financial Services

Martin Chlodnicki, Ph.D.

SpaceBrand methodology and pictures used in this presentation

belong to KSDP Design B.V. in Amsterdam

1środa, 20 czerwca 12

• Strategic design• Three dimensional branding - space brand• From 2-D to 3-D branding • Retail banking - trends • Retail banking - ABSA Bank

Retail Strategy Presentation


It’s not the size of your company that counts,

but it’s the shape


SASOL/ Petrol Station


Strategic Design


Strategic Design

• Business solutions through design


Strategic Design

• Business solutions through design• Design - total image management


Strategic Design

• Business solutions through design• Design - total image management• Retail environment part of marketing concept


Strategic Design

• Business solutions through design• Design - total image management• Retail environment part of marketing concept• Synergy of unique skills


Strategic Design

• Business solutions through design• Design - total image management• Retail environment part of marketing concept• Synergy of unique skills• Design spend must have a return


Strategic Design

• Business solutions through design• Design - total image management• Retail environment part of marketing concept• Synergy of unique skills• Design spend must have a return

Marketing Spend

Brand Value= ROMI


Strategic Design


Three Dimensional Branding



SpaceBrand® is a unique process which strategically portrays the brand values of an organization, exploiting all senses to procure customers and create loyalty.



SpaceBrand® is a unique process which strategically portrays the brand values of an organization, exploiting all senses to procure customers and create loyalty.

The process exploits established positive brand equity and establishes a new value set for a fresh dialogue with the market.



SpaceBrand® - Outcome




To create an experience that:




To create an experience that:• Induces purchase decision




To create an experience that:• Induces purchase decision• Reinforces heritage and values




To create an experience that:• Induces purchase decision• Reinforces heritage and values• Reinforces and creates brand attributes




To create an experience that:• Induces purchase decision• Reinforces heritage and values• Reinforces and creates brand attributes• Is educational




To create an experience that:• Induces purchase decision• Reinforces heritage and values• Reinforces and creates brand attributes• Is educational• Is fun and memorable




To create an experience that:• Induces purchase decision• Reinforces heritage and values• Reinforces and creates brand attributes• Is educational• Is fun and memorable• Adds value to the brand



SpaceBrand® - Process




Stage 1 - Analysis of business objectives




Stage 1 - Analysis of business objectivesStage 2 - Retail strategy and design concept




Stage 1 - Analysis of business objectivesStage 2 - Retail strategy and design conceptStage 3 - Generic design and feasibility




Stage 1 - Analysis of business objectivesStage 2 - Retail strategy and design conceptStage 3 - Generic design and feasibilityStage 4 - Break into kit of parts - elements




Stage 1 - Analysis of business objectivesStage 2 - Retail strategy and design conceptStage 3 - Generic design and feasibilityStage 4 - Break into kit of parts - elementsStage 5 - Application protocol




Stage 1 - Analysis of business objectivesStage 2 - Retail strategy and design conceptStage 3 - Generic design and feasibilityStage 4 - Break into kit of parts - elementsStage 5 - Application protocolStage 6 - Technical documentation




Stage 1 - Analysis of business objectivesStage 2 - Retail strategy and design conceptStage 3 - Generic design and feasibilityStage 4 - Break into kit of parts - elementsStage 5 - Application protocolStage 6 - Technical documentationStage 7 - Prototype




Stage 1 - Analysis of business objectivesStage 2 - Retail strategy and design conceptStage 3 - Generic design and feasibilityStage 4 - Break into kit of parts - elementsStage 5 - Application protocolStage 6 - Technical documentationStage 7 - PrototypeStage 8 - Roll out and conversion


Three Dimensional BrandingSpace brand – kit of parts

ELEM

ENT

HIE

RA

RC

HY

Permanent

Semi Permanent

Temporal

Collateral

Subliminal

Publ

ic

Sem

i-Pub

lic

Sem

i-Priv

ate

Priv

ate

SPACIAL HIERARCHY


From 2 - to 3-dimensional Branding


Retail Banking - Trends



Competitive threats



Competitive threats

• Parity of products and service



Competitive threats

• Parity of products and service• Credit suppliers with a database

are competition



Competitive threats


are competition • Lowered entry barriers for

competition through IT



Competitive threats


are competition • Lowered entry barriers for

competition through IT• Changes in legislation


Retail Banking-Trends



• High transactional costs in ‘over the counter’ banking




• Demand for real time 24 hr banking




• Demand for real time 24 hr banking

• Internet banking


Banking Trends - Three Dimensional Branding


Retail Banking - Trends Differentiated

HumanArt

IndustrialGeneric

Low TechDecorative

High TechFunctional

Understanding the Business Intent

New Bank


Retail Banking – ABSA Bank


Retail Banking - ABSA Bank


Summary

SpaceBrand methodology and pictures used in this presentation belong to

KSDP Design B.V. in Amsterdam


• Integrated strategic design is key in future financial services.

Summary




• Integrated strategic design is key in future financial services.

• It is based on a solid analysis and understanding of your current situation.

Summary




retail branding

Design

generic design

design conceptstage

design conceptroda

ksdp design

dimensional brandingroda

strategic designroda

brand values of anorganization

unique process