IDHolland_La Salle 8.4.2010

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A heads up for my student talk putting design into context in the larger branding mix, and helping them understand the difference(s) between the two...

IDHolland_La Salle 8.4.2010

  1. 1. BR on ‘branding’
  2. 2. Today’s chat Design vs branding Stories Trust and promises
  3. 3. Today’s chat stories identity design brand
  4. 4. Branding is not
  5. 5. Branding is not design
  6. 6. Branding is not only design
  7. 7. branding’
  8. 8. and see hear and feel branding’ touch taste and smell and believe
  9. 9. product design shops emotion behaviour word-of-mouth language graphic design music jingles behaviour architecture advertising real performance interiors that new car smell PR
  10. 10. The ONE-STOP SHOP NEUTRONLLC.COM contains the resources C R E AT I V E SERVICES A DV E RT I S I N G to develop and DIRECT RESPONSE steward the brand. RESEARCH POP D I S P L AY S EXHIBITS PUBLIC Easy to manage IDENTITY R E L AT I O N S SUPPLIERS Promise of consistency EVENTS PRODUCT DESIGN PROMOTIONS Little ownership of brand Little choice of teams P U B L I C AT I O N S WEB BRAND ST R AT E G Y DESIGN NAMING PA C K A G I N G ANNUAL REPORTS C O M PA N Y
  11. 11. The BRAND AGENCY POP NEUTRONLLC.COM hires best-of-breed D I S P L AY S C R E AT I V E SERVICES firms to help develop IDENTITY RESEARCH and steward the brand. DIRECT RESPONSE A DV E RT I S I N G ANNUAL REPORTS Choice of teams SUPPLIERS Promise of consistency EVENTS Little ownership of brand BRAND AGENCY PROMOTIONS NAMING BRAND S T R AT E G Y PA C K A G I N G P U B L I C AT I O N S PRODUCT WEB DESIGN DESIGN PUBLIC R E L AT I O N S EXHIBITS C O M PA N Y
  12. 12. The INTEGRATED MARKETING TEAM is managed internally with open collaboration among C R E AT I V E S E RV I C E S A DV E RT I S I N G best-of-breed specialists. RESEARCH DIRECT RESPONSE ANNUAL IDENTITY REPORTS Choice of teams Promise of consistency EVENTS POP Ownership of brand D I S P L AY S EXHIBITS Difficult to manage C O M PA N Y SUPPLIERS PUBLIC R E L AT I O N S PROMOTIONS WEB DESIGN PA C K A G I N G BRAND P U B L I C AT I O N S S T R AT E G Y NAMING PRODUCT DESIGN NEUTRONLLC.COM
  13. 13. collaborative networks, IN REALITY, COLLABORATIVE per project NETWORKS AREN’T THAT SIMPLE. NEUTRONLLC.COM
  14. 14. What is branding? Word-of-mouth & Audi’s new car Intel’s sonic Kobe’s (& Nike’s) O2’s bubbles social networking smell signature/sound winning attitude & blue grade Japans’ Imperial Palace Singapore Airlines’ Starbucks’ ‘home- Oxo’s Good Grips architecture in Tokyo employee behaviour from-home’ ambience performance Sony’s brandline: Madonna’s live Coke’s Open Metallica’s name, make.believe music events Happiness promise and signature and advertising
  15. 15. it’s the thing
  16. 16. BIG it’s the thing as a sum of all the little things
  17. 17. Design is branding
  18. 18. part of Design is branding
  19. 19. Design must be is branding Otherwise it’s a meaningless pursuit of style, what’s ‘fashionable’, over substance.
  20. 20. Design endures. Campaigns come and go...
  21. 21. Own your Niche and NAIL IT!
  22. 22. Nailing the niche
  23. 23. Nailing the niche A brand story of: Expertise Ruthlessness Hope,Glamour Dreams fulfilled The underdog winning Cash. Lots of it.
  24. 24. ‘Branding’ isn’t about anymore
  25. 25. but it used to be (to denote ownership)
  26. 26. logos signal brands and remind us of them, when a broader experience is not available
  27. 27. logos should actually be called brandmarks as they are the mark of the brand they represent.
  28. 28. Brandmarks signal bigger brand ideals doesn’t represent the president (only), but change we can believe in ON SUNDAYS THEY WORSHIP HARLEY, GOD OF THE OPEN ROAD. doesn’t sell motorcylces, but the freedom of the open road
  29. 29. Brandmarks signal bigger brand ideals
  30. 30. Brandmarks signal bigger brand ideals search made simple
  31. 31. Branding is not about sticking Brandmarks everywhere (to denote ownership)
  32. 32. That’s insulting, and patronizing, and consumers will kill you - you lose.
  33. 33. That’s insulting, and patronizing, and consumers will kill you - you lose. Branding is about much much more...
  34. 34. Brands are reputation and a gut feel
  35. 35. Brands are a story well-told from beginning to end
  36. 36. so that we remember recognize (p)refer one over another
  37. 37. A story well told - why? Gives deeper meaning to our everyday experiences and the ability for us to define our own self-identity by virtue of the brands we choose to align ourselves (our own brands) with
  38. 38. brand & design shape us “My favorite design is the Nike ‘tick’ because it makes me feel confident - even though I am not so good at sports.” –Raoul, age 11
  39. 39. Brand affirmation
  40. 40. Brand affirmation
  41. 41. Brand failure
  42. 42. A story of adventure, nostalgia and travel: (and quality, glamour, taste.... and fitting in)
  43. 43. Brand is reputation & expectation are everything (almost)
  44. 44. Good branding is reputation & expectation managed & delivered design!
  45. 45. this is why design matters as one part of the brand story influence, shape perception, enhance experience
  46. 46. that’s why identity matters physical, residual, emotional, intellectual
  47. 47. that’s why identity the enemy of parity
  48. 48. WE’RE HARDWIRED TO NOTICE ONLY WHAT’S DIFFERENT.
  49. 49. differentiate Critical point: differentiate differentiate differentiate
  50. 50. Identity the enemy of parity
  51. 51. Identity the enemy of parity
  52. 52. Identity the enemy of parity
  53. 53. Brand Truth Eco friendly
  54. 54. Brand Truth
  55. 55. Brand Truth
  56. 56. Brand Challenge Eco challenged
  57. 57. Eco challenge
  58. 58. Brand challenge
  59. 59. Why is branding so hot? 1 People have too many choices and too little time 2 Most offerings have similar quality and features 3 We tend to base our buying choices on trust
  60. 60. ? Trust branding just happened
  61. 61. brand is not what YOU say it is...but what THEY say it is. - Marty Neumeier
  62. 62. Because today we live in a word- of- mouth world... - Gary Vaynerchuck
  63. 63. THERE ARE 1,349 CAMERAS ON THE MARKET. HOW DO YOU DECIDE WHICH ONE TO BUY?
  64. 64. Trust
  65. 65. Critical question: Is this how you are seen to be (an unfocused brand)?
  66. 66. now it’s about claiming hearts, minds & souls
  67. 67. it’s also now about promises made & kept
  68. 68. good brands stand for ideals
  69. 69. Brands need to stand for something
  70. 70. Brands need to stand for something Never take human life Adhere to a strict moral code (Midwestern values) Commitment to operating within the law as an example to other heroes Always deliver Never be late
  71. 71. Brand failure
  72. 72. ? big question what do you stand for
  73. 73. ANSWER: NEUTRONLLC.COM and how do you stand WHEN IT SCARES THE HELL OUT OF EVERYBODY. out?
  74. 74. Critical point: If you do not differentiate you’re dead
  75. 75. In summary Branding is the BIG thing Storytelling Differentiation Trust and transparency Promises kept
  76. 76. How? How? How? How? How? How?
  77. 77. Vorsprung durch technik (lead through technology)
  78. 78. Vorsprung durch technik (lead through technology) =
  79. 79. Driven personality
  80. 80. Personified as...
  81. 81. Architecture
  82. 82. Iconic lines
  83. 83. Product naming & language
  84. 84. Information design
  85. 85. Interior design
  86. 86. Flagship premium products
  87. 87. Photography
  88. 88. Iconic design detail
  89. 89. Distinct light clusters
  90. 90. Distinct light clusters
  91. 91. Service
  92. 92. Teamwork and racing
  93. 93. Innovation and surprise
  94. 94. Distinct graphic brandstyle
  95. 95. Distinct graphic brandstyle Colour Typography Photography Layout grid Information design
  96. 96. Distinct graphic brandstyle
  97. 97. Distinct graphic brandstyle
  98. 98. Distinct graphic brandstyle
  99. 99. An eye on the past, and future
  100. 100. Vorsprung durch technik (lead through technology) Innovation Leadership Design = Quality Detail Forward thinking Heritage Care and response Inner strength Oh, and fine motoring Drive experiences Individuality Ambition Against the grain
  101. 101. Parity overcome: From commodity to object of desire
  102. 102. Expressing the Brazilian way of life, through vibrant, laid back, colorful and bold characteristics.
  103. 103. Simple and sophisticated, for the poor and the rich, traditional and modern, fashionable and casual.
  104. 104. Brand essence: a vibrant spirit based on simplicity, authenticity, play, enjoyment, Brazilian: and physical free spirited, with a zest for life and an instinct for comfort. improbable combinations.
  105. 105. Colour for your feet
  106. 106. universally happy
  107. 107. The beginning of your road potential passion patience pie
  108. 108. The beginning of your road awake aware
  109. 109. discussion tx
  110. 110. www.idholland.com www.dm-idholland.com www.designroomsport.com www.ideaforesight.com http://idholland.tumblr.com/ discussion References: Marty Neumeier, The Brand gap Gary Vaynerchuck tx IDEO.com

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