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Human Centered Branding

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Building brands that are fruitful platforms for innovation and design requires a human centred approach. Only human centred brands will be used by innovators and valued by users. Here's Zilver's take …

Building brands that are fruitful platforms for innovation and design requires a human centred approach. Only human centred brands will be used by innovators and valued by users. Here's Zilver's take on human Centred Branding, plus a quick overview on how we build human centred brands.

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  • 1. Human centered branding erik roscam abbing//zilver innovation bv 16 juni 2009 Photo: www.mirrabikeco.com
  • 2. The purpose of this presentation is to learn… 1. what makes a strong brand 2. The benefits of a strong brand 3. How to build a strong brand
  • 3. What makes a strong brand?
  • 4. What makes a strong brand? A case study…
  • 5. The logo
  • 6. But behind the logo, there’s the product
  • 7. With its aesthetics
  • 8. Interaction
  • 9. Performance and functionality
  • 10. Construction and use of materials
  • 11. And then, there’s all those other expressions as well….
  • 12. Dealers
  • 13. On- and offline communication
  • 14. Service Photo: flickr, rob gruhl
  • 15. These are all expressions, or touchpoints, of the brand
  • 16. And we didn’t even discuss all other forms of brand behaviour yet: innovations, marketing, pr, mergers, acquisitions, SRE, supplier selection etc
  • 17. Still, this is only the tip of the brand-iceberg Photo: ralph clevenger
  • 18. Beneath the surface lies the source: Photo: ralph clevenger
  • 19. The brand vision…. Photo: flickr, romeo 66
  • 20. This vision is shared… Photo: flickr, red-cyan
  • 21. Its both inspirational and practical Photo: bmw gina
  • 22. It answers the questions why, how and what… Photo: flickr, captain andry
  • 23. It is a vision on technology…
  • 24. It is a vision on the future… Photo: www.transfuture.net
  • 25. It is a vision on humanity…
  • 26. It is a vision on contexts of use… Photo: germancarscene.com
  • 27. It’s a vision that’s focussed inward…. Photo: flickr, kim pierro
  • 28. …questioning the organisation’s unique qualities Photo: flickr, phxwebguy
  • 29. But its focussed outward as well… Photo: flickr, cand3la
  • 30. …gathering insights in users and their aspirations Photo: flickr, mando2003us
  • 31. So yes, the brand’s a bit more than just the logo!
  • 32. summarizing: A brand is a shared vision that provides direction for behaviour and that is based on a deep understanding of the organisation’s qualities and how these are relevant for the customer or user.
  • 33. What are the benefits of a strong brand?
  • 34. Internally, a strong brand: Makes sure that actions are rooted in vision Provides a guideline for decisions Leads to coherent behaviour Provides a grip on the future Gives direction to innovation Leads to strong teams Keeps you focussed
  • 35. Externally, a strong brand Offers a vision on the customer or user Separates the wheat from the chaff Turns authenticity into relevance Strengthens relationships Creates differentiation Facilitates choice Offers trust
  • 36. How do you build a strong brand?
  • 37. By involving the people who make the organisation…
  • 38. …in a quest to look for the shared vision…
  • 39. …and to make explicit…
  • 40. …what’s implicitly allready there…
  • 41. …and to find patterns and structure…
  • 42. …to give those insights back to the people…
  • 43. …for them to apply in their daily job.
  • 44. What you have then is a human centered brand
  • 45. That forms the basis for user exploration
  • 46. That inspires the exploration of opportunities
  • 47. That drives innovation efforts
  • 48. And helps position the brand in a competitive field
  • 49. And that’s well worth the effort!!