How to bring a brand to life

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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

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  • s. Overnight, people who were relatively secure became insecure and the reason for that was the behaviour of businesses.\n
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  • How to bring a brand to life

    1. 1. Ian Thomas Kingston University | Faculty of Art, Design and Architecture | 1 February 2011. How to bring a brand to life
    2. 2. How to bring a brand to life Kingston University | Faculty of Art, Design and Architecture | 1 February 2011.
    3. 3. How to bring a brand to life Kingston University | Faculty of Art, Design and Architecture | 1 February 2011. Olins Brand Model
    4. 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. 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. 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. 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. 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. 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. 10. How to bring a brand to life Kingston University | Faculty of Art, Design and Architecture | 1 February 2011. Olins Brand Model
    11. 11. How to bring a brand to life Wally Olins. 2008. The Brand Handbook. Thames & Hudson. Core idea
    12. 12. How to bring a brand to life Wally Olins. 2008. The Brand Handbook. Thames & Hudson. Products Core idea
    13. 13. How to bring a brand to life Wally Olins. 2008. The Brand Handbook. Thames & Hudson. Products Core idea Environment
    14. 14. How to bring a brand to life Wally Olins. 2008. The Brand Handbook. Thames & Hudson. Products Core idea Environment Communication
    15. 15. How to bring a brand to life Wally Olins. 2008. The Brand Handbook. Thames & Hudson. Products Behaviour Core idea Environment Communication
    16. 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. 17. How to bring a brand to life Kingston University | Faculty of Art, Design and Architecture | 1 February 2011. Encoder
    18. 18. How to bring a brand to life Kingston University | Faculty of Art, Design and Architecture | 1 February 2011. Encoder Message
    19. 19. How to bring a brand to life Kingston University | Faculty of Art, Design and Architecture | 1 February 2011. Encoder Message Medium
    20. 20. How to bring a brand to life Kingston University | Faculty of Art, Design and Architecture | 1 February 2011. Encoder Message Medium Decoder
    21. 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. 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. 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. 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. 25. How to bring a brand to life Mobile platforms and devices which effectively disintermediate traditional media formats and channels
    26. 26. Free to use and easily accessible, the social web has encouraged individuals to formalise offline socialHow 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. 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. 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. 29. How to bring a brand to life Kingston University | Faculty of Art, Design and Architecture | 1 February 2011.
    30. 30. How to bring a brand to life Kingston University | Faculty of Art, Design and Architecture | 1 February 2011. Free
    31. 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. 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. 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. 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. 35. How to bring a brand to life Kingston University | Faculty of Art, Design and Architecture | 1 February 2011.
    36. 36. How to bring a brand to life Kingston University | Faculty of Art, Design and Architecture | 1 February 2011.
    37. 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. 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. 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. 40. How to bring a brand to life Kingston University | Faculty of Art, Design and Architecture | 1 February 2011. Interaction design Core idea
    41. 41. How to bring a brand to life Kingston University | Faculty of Art, Design and Architecture | 1 February 2011. Interaction design Core idea
    42. 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. 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. 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. 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. 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. 47. How to bring a brand to life Kingston University | Faculty of Art, Design and Architecture | 1 February 2011.
    48. 48. How to bring a brand to life Kingston University | Faculty of Art, Design and Architecture | 1 February 2011.
    49. 49. How to bring a brand to life Kingston University | Faculty of Art, Design and Architecture | 1 February 2011.
    50. 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. 51. How to bring a brand to life Kingston University | Faculty of Art, Design and Architecture | 1 February 2011. From push to share
    52. 52. How to bring a brand to life Kingston University | Faculty of Art, Design and Architecture | 1 February 2011.
    53. 53. How to bring a brand to life Kingston University | Faculty of Art, Design and Architecture | 1 February 2011.
    54. 54. How to bring a brand to life Kingston University | Faculty of Art, Design and Architecture | 1 February 2011.
    55. 55. How to bring a brand to life Kingston University | Faculty of Art, Design and Architecture | 1 February 2011. From promotion to propagation
    56. 56. How to bring a brand to life Kingston University | Faculty of Art, Design and Architecture | 1 February 2011.
    57. 57. How to bring a brand to life Kingston University | Faculty of Art, Design and Architecture | 1 February 2011.
    58. 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. 59. How to bring a brand to life Kingston University | Faculty of Art, Design and Architecture | 1 February 2011.
    60. 60. How to bring a brand to life Kingston University | Faculty of Art, Design and Architecture | 1 February 2011.
    61. 61. How to bring a brand to life Kingston University | Faculty of Art, Design and Architecture | 1 February 2011.
    62. 62. How to bring a brand to life Kingston University | Faculty of Art, Design and Architecture | 1 February 2011. From generation to association
    63. 63. How to bring a brand to life Kingston University | Faculty of Art, Design and Architecture | 1 February 2011.
    64. 64. How to bring a brand to life Kingston University | Faculty of Art, Design and Architecture | 1 February 2011.
    65. 65. How to bring a brand to life Kingston University | Faculty of Art, Design and Architecture | 1 February 2011. Share Propagate Participate Associate
    66. 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. 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. 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. 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

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