This is the full slidedeck of visuals that I used for the lecture on brand that I gave to final year students at Kingston University's Faculty of Art, Design and Architecture on 1 February 2011

1. Ian Thomas Kingston University | Faculty of Art, Design and Architecture | 1 February 2011.
How to bring a brand to life

2. How to bring a brand to life Kingston University | Faculty of Art, Design and Architecture | 1 February 2011.

3. How to bring a brand to life Kingston University | Faculty of Art, Design and Architecture | 1 February 2011.
Olins Brand Model

4. How to bring a brand to life Kingston University | Faculty of Art, Design and Architecture | 1 February 2011.
Communication
Olins Brand Model
Model 1.0

5. How to bring a brand to life Kingston University | Faculty of Art, Design and Architecture | 1 February 2011.
Communication
Olins Brand Model
Model 1.0
Erm

6. How to bring a brand to life Kingston University | Faculty of Art, Design and Architecture | 1 February 2011.
Communication
Olins Brand Model
Model 1.0
Erm
Communication
Model 2.0

7. How to bring a brand to life Kingston University | Faculty of Art, Design and Architecture | 1 February 2011.
Communication
Olins Brand Model
Model 1.0
Olins brand
model. Again.
Erm
Communication
Model 2.0

8. How to bring a brand to life Kingston University | Faculty of Art, Design and Architecture | 1 February 2011.
Communication
Olins Brand Model
Model 1.0
Olins brand
model. Again.
Erm
Communication
Model 2.0
One thought,
four principles
and a few
examples

9. How to bring a brand to life Kingston University | Faculty of Art, Design and Architecture | 1 February 2011.
Communication
Olins Brand Model
Model 1.0
Olins brand
model. Again.
Erm
Communication
Model 2.0
One thought,
four principles
and a few
examples
Q&A: HMV anyone?

10. How to bring a brand to life Kingston University | Faculty of Art, Design and Architecture | 1 February 2011.
Olins Brand Model

11. How to bring a brand to life Wally Olins. 2008. The Brand Handbook. Thames & Hudson.
Core idea

12. How to bring a brand to life Wally Olins. 2008. The Brand Handbook. Thames & Hudson.
Products
Core idea

13. How to bring a brand to life Wally Olins. 2008. The Brand Handbook. Thames & Hudson.
Products
Core idea Environment

14. How to bring a brand to life Wally Olins. 2008. The Brand Handbook. Thames & Hudson.
Products
Core idea Environment
Communication

15. How to bring a brand to life Wally Olins. 2008. The Brand Handbook. Thames & Hudson.
Products
Behaviour Core idea Environment
Communication

16. How to bring a brand to life Kingston University | Faculty of Art, Design and Architecture | 1 February 2011.
Communication
Olins Brand Model
Model 1.0

17. How to bring a brand to life Kingston University | Faculty of Art, Design and Architecture | 1 February 2011.
Encoder

18. How to bring a brand to life Kingston University | Faculty of Art, Design and Architecture | 1 February 2011.
Encoder Message

19. How to bring a brand to life Kingston University | Faculty of Art, Design and Architecture | 1 February 2011.
Encoder Message Medium

20. How to bring a brand to life Kingston University | Faculty of Art, Design and Architecture | 1 February 2011.
Encoder Message Medium Decoder

21. How to bring a brand to life Kingston University | Faculty of Art, Design and Architecture | 1 February 2011.
So the rules of engagement are determined by
those with the ability to gain access to the medium
Encoder Message Medium Decoder

22. How to bring a brand to life Kingston University | Faculty of Art, Design and Architecture | 1 February 2011.
So the rules of engagement are determined by
those with the ability to gain access to the medium
Encoder Message Medium Decoder
while consumers
of content are
subject to those
rules

23. How to bring a brand to life Kingston University | Faculty of Art, Design and Architecture | 1 February 2011.
Communication
Olins Brand Model
Model 1.0
Erm

24. How to bring a brand to life Financial crisis leads to a crisis of trust in corporate governance and profoundly disrupts continuity of consumers’ lives

25. How to bring a brand to life Mobile platforms and devices which effectively disintermediate traditional media formats and channels

26. Free to use and easily accessible, the social web has encouraged individuals to formalise offline social
How to bring a brand to life connections via web platforms like Facebook, LinkedIn and Twitter It’s highly likely that your networks have become
increasingly influential in editorialising your consumption of content

27. How to bring a brand to life Kingston University | Faculty of Art, Design and Architecture | 1 February 2011.
Communication
Olins Brand Model
Model 1.0
Erm
Communication
Model 2.0

28. How to bring a brand to life Kingston University | Faculty of Art, Design and Architecture | 1 February 2011.
So the rules of engagement are determined by
those with the ability to gain access to the medium
Encoder Message Medium Decoder
while consumers
of content are
subject to those
rules

29. How to bring a brand to life Kingston University | Faculty of Art, Design and Architecture | 1 February 2011.

30. How to bring a brand to life Kingston University | Faculty of Art, Design and Architecture | 1 February 2011.
Free

31. How to bring a brand to life Kingston University | Faculty of Art, Design and Architecture | 1 February 2011.
So the rules of engagement
are determined by those with the ability
to gain access to the medium
Encoder Message Free

32. How to bring a brand to life Kingston University | Faculty of Art, Design and Architecture | 1 February 2011.
So the rules of engagement
are determined by those with the ability
to gain access to the medium
Encoder Message Free Message Encoder
and the rules of engagement
are determined by those with the ability
to gain access to the medium

33. How to bring a brand to life Kingston University | Faculty of Art, Design and Architecture | 1 February 2011.
Provider Content Platform Content Provider
You end up with a model where – so long as they’re prepared to
invest the time – individuals possess the same potential as
organisations to publish content via platforms.

34. How to bring a brand to life Kingston University | Faculty of Art, Design and Architecture | 1 February 2011.
Provider Content Social* Content Provider
*As in socialist. Everyone who’s able to can participate
equally in a common means of sharing and publication.

35. How to bring a brand to life Kingston University | Faculty of Art, Design and Architecture | 1 February 2011.

36. How to bring a brand to life Kingston University | Faculty of Art, Design and Architecture | 1 February 2011.

37. How to bring a brand to life Kingston University | Faculty of Art, Design and Architecture | 1 February 2011.
Communication
Olins Brand Model
Model 1.0
Olins brand
model. Again.
Erm
Communication
Model 2.0

38. How to bring a brand to life Kingston University | Faculty of Art, Design and Architecture | 1 February 2011.
Products
Behaviour Core idea Environment
Communication

39. How to bring a brand to life Kingston University | Faculty of Art, Design and Architecture | 1 February 2011.
Interaction design
Behaviour Core idea Environment
Communication

40. How to bring a brand to life Kingston University | Faculty of Art, Design and Architecture | 1 February 2011.
Interaction design
Core idea

41. How to bring a brand to life Kingston University | Faculty of Art, Design and Architecture | 1 February 2011.
Interaction design
Core idea

42. How to bring a brand to life Kingston University | Faculty of Art, Design and Architecture | 1 February 2011.
Interaction design
Core idea
Environment

43. How to bring a brand to life Kingston University | Faculty of Art, Design and Architecture | 1 February 2011.
Interaction design
Core idea
Behaviour Environment

44. How to bring a brand to life Kingston University | Faculty of Art, Design and Architecture | 1 February 2011.
Communication
Olins Brand Model
Model 1.0
Olins brand
model. Again.
Erm
Communication
Model 2.0

45. How to bring a brand to life Kingston University | Faculty of Art, Design and Architecture | 1 February 2011.
Communication
Olins Brand Model
Model 1.0
Olins brand
model. Again.
Erm
Communication
Model 2.0
One thought,
four principles
and a few
examples

46. How to bring a brand to life Kingston University | Faculty of Art, Design and Architecture | 1 February 2011.
What makes you
think it’s your brand?

47. How to bring a brand to life Kingston University | Faculty of Art, Design and Architecture | 1 February 2011.

48. How to bring a brand to life Kingston University | Faculty of Art, Design and Architecture | 1 February 2011.

49. How to bring a brand to life Kingston University | Faculty of Art, Design and Architecture | 1 February 2011.

50. How to bring a brand to life Kingston University | Faculty of Art, Design and Architecture | 1 February 2011.
How can a brand gain trust when 95% of consumers
already distrust their advertising and promotions?
Here are some suggested principles

51. How to bring a brand to life Kingston University | Faculty of Art, Design and Architecture | 1 February 2011.
From push to share

52. How to bring a brand to life Kingston University | Faculty of Art, Design and Architecture | 1 February 2011.

53. How to bring a brand to life Kingston University | Faculty of Art, Design and Architecture | 1 February 2011.

54. How to bring a brand to life Kingston University | Faculty of Art, Design and Architecture | 1 February 2011.

55. How to bring a brand to life Kingston University | Faculty of Art, Design and Architecture | 1 February 2011.
From promotion to propagation

56. How to bring a brand to life Kingston University | Faculty of Art, Design and Architecture | 1 February 2011.

57. How to bring a brand to life Kingston University | Faculty of Art, Design and Architecture | 1 February 2011.

58. How to bring a brand to life Kingston University | Faculty of Art, Design and Architecture | 1 February 2011.
From purchase to participation
82% of people are more likely to tell others about
products or services which they have helped
brands design

59. How to bring a brand to life Kingston University | Faculty of Art, Design and Architecture | 1 February 2011.

60. How to bring a brand to life Kingston University | Faculty of Art, Design and Architecture | 1 February 2011.

61. How to bring a brand to life Kingston University | Faculty of Art, Design and Architecture | 1 February 2011.

62. How to bring a brand to life Kingston University | Faculty of Art, Design and Architecture | 1 February 2011.
From generation to association

63. How to bring a brand to life Kingston University | Faculty of Art, Design and Architecture | 1 February 2011.

64. How to bring a brand to life Kingston University | Faculty of Art, Design and Architecture | 1 February 2011.

65. How to bring a brand to life Kingston University | Faculty of Art, Design and Architecture | 1 February 2011.
Share
Propagate
Participate
Associate

66. How to bring a brand to life Kingston University | Faculty of Art, Design and Architecture | 1 February 2011.
Communication
Olins Brand Model
Model 1.0
Olins brand
model. Again.
Erm
Communication
Model 2.0
One thought,
four principles
and a few
examples
Q&A: HMV anyone?

67. How to bring a brand to life Kingston University | Faculty of Art, Design and Architecture | 1 February 2011.
Brand dimensions Brand principles
Core idea Share
Interaction design Propagate
Environment Participate
Behaviour Associate

68. How to bring a brand to life Kingston University | Faculty of Art, Design and Architecture | 1 February 2011.
Lecture notes and visuals
http://www.slideshare.net/NewTradition
Twitter @mrianthomas + @NewTradition_
Web www.newtradition.co.uk + newtradition.tumblr.com

69. How to bring a brand to life Kingston University | Faculty of Art, Design and Architecture | 1 February 2011.
Picture credits and links
8 Money note image: PhotoGraham at Flickr
9 iPhone image: William Hook at Flickr
23 Obama campaign images (from top left to right): Official campaign logo from ‘Obama
logo ideas that weren’t chosen’ at Logo Design Love; ‘New Game’ from piccsy.com;
‘Stonewashed’ from Cafepress images; ‘Obama Pride’ from BarackObama.com;
‘Fuzzy felt’ by Boltron on Flickr; ‘B&W button badge’ from Koolbadges; ‘Donut’ from
Profy.com; ‘Hope’ poster art from Highsnobiety.com; ‘Hope’ by Shepherd Fairey from
Marksandmeaning.com; ‘The Dream’ by Ray Noland from Gotellmama.org
24 Avatars via (from left to right) Greenpeace.org/kitkat; @BPGlobalPR and the UK’s
27 Creative Review
28 Call Centre image from Nationwide media centre library
29 Screengrab of Apple UK iPhone support at Apple.com/uk
31 Screengrab of Threadless support at Facebook.com/Threadless
T-Mobile images: Main image (left) from Theapofcrap.com; (Top right) Screengrab of T-
Mobile YouTube channel; Screengrab of Guardian.co.uk coverage (bottom right)
32 Screengrab of Twibbon.com
34 Screengrab of Lego UK’s Create and Share
35 Screengrab of Nike UK’s Nike+ iPhone app
36 Screengrab of Zynga’s Farmville homepage
38 Screengrab of ‘Mid Morning Matters’ at Fostersfunny.co.uk’s YouTube channel
39 Stormys and a guiness from Stormy Little Adventuresand Stormys in a Teacup
42 HMV image: Sébastien Cevey at Flickr
References
19 ‘The Brand Handbook’ by Wally Olins (Thames & Hudson, 2008): At Amazon
25 & 33 Statistics drawn from research published in Alterian’s ‘Your brand. At risk or ready for
growth?’ Downloadable at Alterian.com