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Human Centered Branding
 

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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    Human Centered Branding Human Centered Branding Presentation Transcript

    • Human centered branding erik roscam abbing//zilver innovation bv 16 juni 2009 Photo: www.mirrabikeco.com
    • 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
    • What makes a strong brand?
    • What makes a strong brand? A case study…
    • The logo
    • But behind the logo, there’s the product
    • With its aesthetics
    • Interaction
    • Performance and functionality
    • Construction and use of materials
    • And then, there’s all those other expressions as well….
    • Dealers
    • On- and offline communication
    • Service Photo: flickr, rob gruhl
    • These are all expressions, or touchpoints, of the brand
    • And we didn’t even discuss all other forms of brand behaviour yet: innovations, marketing, pr, mergers, acquisitions, SRE, supplier selection etc
    • Still, this is only the tip of the brand-iceberg Photo: ralph clevenger
    • Beneath the surface lies the source: Photo: ralph clevenger
    • The brand vision…. Photo: flickr, romeo 66
    • This vision is shared… Photo: flickr, red-cyan
    • Its both inspirational and practical Photo: bmw gina
    • It answers the questions why, how and what… Photo: flickr, captain andry
    • It is a vision on technology…
    • It is a vision on the future… Photo: www.transfuture.net
    • It is a vision on humanity…
    • It is a vision on contexts of use… Photo: germancarscene.com
    • It’s a vision that’s focussed inward…. Photo: flickr, kim pierro
    • …questioning the organisation’s unique qualities Photo: flickr, phxwebguy
    • But its focussed outward as well… Photo: flickr, cand3la
    • …gathering insights in users and their aspirations Photo: flickr, mando2003us
    • So yes, the brand’s a bit more than just the logo!
    • 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.
    • What are the benefits of a strong brand?
    • 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
    • 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
    • How do you build a strong brand?
    • By involving the people who make the organisation…
    • …in a quest to look for the shared vision…
    • …and to make explicit…
    • …what’s implicitly allready there…
    • …and to find patterns and structure…
    • …to give those insights back to the people…
    • …for them to apply in their daily job.
    • What you have then is a human centered brand
    • That forms the basis for user exploration
    • That inspires the exploration of opportunities
    • That drives innovation efforts
    • And helps position the brand in a competitive field
    • And that’s well worth the effort!!