Human centered branding




 erik roscam abbing//zilver innovation bv 16 juni 2009
                     Photo: www.mirrabi...
The purpose of this presentation is to learn…

                      1. what makes a strong brand
                    2. T...
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,...
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 unde...
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
   ...
Externally, a strong brand

Offers a vision on the customer or user
   Separates the wheat from the chaff
      Turns auth...
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!!
Human Centered Branding
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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 on human Centred Branding, plus a quick overview on how we build human centred brands.

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Transcript of "Human Centered Branding"

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

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