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Brand Services – A user centric marketing tool
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Brand Services – A user centric marketing tool

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Presentation & hands-on workshop together with Martin Jordan, eg. at the NEXT Conference 2014 in Berlin, at the Service Experience Camp 2013 and the UXCamp Europe 2013. More Brand Service examples …

Presentation & hands-on workshop together with Martin Jordan, eg. at the NEXT Conference 2014 in Berlin, at the Service Experience Camp 2013 and the UXCamp Europe 2013. More Brand Service examples here: http://www.christianvatter.com/great-examples-of-brand-services/

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  • Great! Brand Utility Thinking in Marketing and Service Design are such an obvious match ... Same thoughts here (german): http://de.slideshare.net/r000pert/mach-dich-ntzlich-und-sieh-gut-aus-dabei-wie-digitale-branded-services-nachhaltigere-markenerlebnisse-mglich-machen
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  • 1. VATTER & JORDAN BRAND SERVICES – A USER CENTRIC MARKETING TOOL CHRISTIAN VATTER & MARTIN JORDAN, NEXT 2014
  • 2. VATTER & JORDAN WHAT TO EXPECT? – Hear about a new tool that complements traditional forms of communication – See how service design & brand communications can be combined in an ideal way – Learn how to create value for people and for brands at the same time – Get to know the framework and the process in practice – Build a Brand Service yourself 2
  • 3. VATTER & JORDAN 3 CHRISTIAN VATTER, MARKETING PSYCHOLOGIST & PARTNER AT LHBS CONSULTING 10 years experience in brand consulting & communication strategy Creative Business Development
  • 4. VATTER & JORDAN 4 MARTIN JORDAN, SERVICE & BRAND EXPERIENCE CONSULTANT Working for HERE, Nokia’s location business, previously in branding
  • 5. VATTER & JORDAN 5 LET’S TALK ABOUT COMMUNICATION
  • 6. VATTER & JORDAN 6 Who deliberately watched TV ads recently? QUESTION VATTER & JORDAN
  • 7. VATTER & JORDAN 7 Who ever felt stalked by targeted ads? QUESTION VATTER & JORDAN
  • 8. VATTER & JORDAN 8 Who thinks ‘native advertising’ is the road to success? QUESTION VATTER & JORDAN
  • 9. VATTER & JORDAN There is a war going on for people’s attention. 9 The goal: to get messages across.
  • 10. VATTER & JORDAN 10 LET’S TALK ABOUT PEOPLE
  • 11. VATTER & JORDAN 11 GROWING NUMBER OF COMPETING SPARE TIME OFFERS
  • 12. VATTER & JORDAN 12 SO MUCH CONTENT TO CHOOSE FROM every minute 60 hours of new youtube videos per day over one billion facebook posts every day more than 5 million photos uploaded to Instagram 1.300.000.000 cute cat photos on the internet (estimate) 630.000.000 active websites on the internet http://www.worldwidewebsize.com http://news.netcraft.com/archives/2013/01/07/january-2013-web-server-survey-2.html http://youtube-global.blogspot.de/2012/01/holy-nyans-60-hours-per-minute-and-4.html http://thesocialskinny.com/100-more-social-media-statistics-for-2012/ http://diaryofnumbers.blogspot.de/2010/09/i-can-haz-estimation.html
  • 13. VATTER & JORDAN 13 SO MANY NEW PRODUCT & SERVICES EVERY DAY TO USE Source: www.socialmatchbox.com/wp/2010/09/21/dont-play-the-customer-shell-game/
  • 14. VATTER & JORDAN 14 „A wealth of information creates a poverty of attention“ (Herbert Simon)
  • 15. VATTER & JORDAN 15 WE LIVE IN TIMES OF ABUNDANCE available time choices
  • 16. VATTER & JORDAN 16 need for attention THE MARKETING DILEMMA too many things asking for attention
  • 17. VATTER & JORDAN Attention is becoming the most valuable asset we have. Everybody asks for it, but only few are rewarded with it. 17
  • 18. VATTER & JORDAN 18 I want you to listen and understand. What‘s in it for me? Illustration (figures): Marty Neumeier/Heather McDonald
  • 19. VATTER & JORDAN A SIMPLE SOLUTION 19 Marketing needs User needs
  • 20. VATTER & JORDAN 20 A SOLUTION TO BALANCE OUT BRAND AND USER NEEDS
  • 21. VATTER & JORDAN TRADITIONAL MARKETING HAS A PROBLEM … 21VATTER & JORDAN Painting: Michiel van der Born
  • 22. VATTER & JORDAN … THAT A HUMAN-CENTERED APPROACH CAN SOLVE. 22VATTER & JORDAN
  • 23. VATTER & JORDAN SERVICE DESIGN IS GREAT AT DELIVERING ON USER NEEDS … 23VATTER & JORDAN
  • 24. VATTER & JORDAN … BUT IT USUALLY DOESN’T TAKE THE BRAND INTO ACCOUNT 24VATTER & JORDAN
  • 25. VATTER & JORDAN MARKETING COMMUNICATION KNOWS HOW TO GIVE A BRAND PROMISE … 25
  • 26. VATTER & JORDAN … BUT IS EXTREMELY BAD AT CREATING VALUE FOR PEOPLE 26VATTER & JORDAN
  • 27. VATTER & JORDAN WHY NOT COMBINE THE APPROACHES? 27 Brand Communication Service Design
  • 28. VATTER & JORDAN 28VATTER & JORDANVATTER & JORDAN WE RESEARCHED AND ANALYSED 90+ EXAMPLES For a selection please visit http://www.christianvatter.com/great-examples-of-brand-services/
  • 29. VATTER & JORDAN ENTER: BRAND SERVICES 29 a service that helps promoting the offer/brand a service that is an add-on to the core offer a service with little or no costs for users
  • 30. VATTER & JORDAN EXAMPLE GUIDE MICHELIN 30VATTER & JORDAN one of the oldest brand services offers a list of worthwhile restaurants for travelers
  • 31. VATTER & JORDAN EXAMPLE KODAK PICTURE SPOT VATTER & JORDAN recommends best spots from which to take a photograph
  • 32. VATTER & JORDAN EXAMPLE KLM MEET & SEAT 32VATTER & JORDAN provides passengers the option to sit next to interesting people, based on Facebook & LinkedIn profiles
  • 33. VATTER & JORDAN 33VATTER & JORDAN EXAMPLE ADIDAS RUNBASE VATTER & JORDAN a concept store in Tokyo next to a popular running site offering free running gear, showers & lockers
  • 34. VATTER & JORDAN ASPECTS OF A BRAND SERVICE 34 Brand-fit Services that deliver on the brand Novelty Services that have news value Usefulness Services that are highly useful
  • 35. VATTER & JORDAN USEFULNESS HORNBACH PROJEKT-BUCH 35VATTER & JORDAN a comprehensive book that teaches you everything from laying parquet flooring to building a pond
  • 36. VATTER & JORDAN NOVELTY BRIGHT LIGHT BY RAY-BAN 36 BRAND-FIT SIT OR SQUAT BY CHARMIN VATTER & JORDAN provides an app called “sit or squat” that helps to locate clean public toilets
  • 37. VATTER & JORDAN NOVELTY IKEA CATALOG 37VATTER & JORDAN augmented reality mode lets you to place furniture into your home via your phone before going to store
  • 38. VATTER & JORDAN ASPECTS OF A BRAND SERVICE 38 THE IDEAL Brand-fit Services that deliver on the brand Novelty Services that have news value Usefulness Services that are highly useful
  • 39. VATTER & JORDAN 39VATTER & JORDAN IDEAL EXAMPLE KLM MUST SEE MAPS VATTER & JORDAN a digital city plan of KLM destinations, where your can invite your friends to mark their favorite places
  • 40. VATTER & JORDAN PROCESS 40 EXPLORATION considering: • user needs • brand values CREATION generate relevant service ideas REFLECTION filter and check for: • Usefulness • Brand-fit • Novelty
  • 41. VATTER & JORDAN 41 HANDS-ON SESSION
  • 42. VATTER & JORDAN YOUR TASK Create a Brand Service that is an add-on to existing H&M service (offering clothing). The service should: – be highly useful for H&M customers – fit the brand core “staying up-to-date affordably in fashion” – be novel enough that the service has PR/social media impact Please, think beyond apps. 42
  • 43. VATTER & JORDAN STEP-BY-STEP OVERVIEW 43 1. Choose one out of two personas 2. Define up to five typical situations for this persona 3. With the brand promise in mind, create a service that is – highly useful for the persona – helps delivering on the brand promise – create news value
  • 44. VATTER & JORDAN STEP 0: FORM A GROUP 44
  • 45. VATTER & JORDAN STEP 1: CHOOSE A PERSONA 45
  • 46. VATTER & JORDAN BRAND SERVICE FOR H&M PERSONAS Elina – 16 years old – high school student in 11th grade – into latest fashion trends – friends, big sister & magazines define her style currently – has limited budget though – jobs in café every weekend to earn extra money 46
  • 47. VATTER & JORDAN BRAND SERVICE FOR H&M PERSONAS Jonathan –23 years old –finished his business studies –first job as associate accountant with proper salary –loves smart minimalistic fashion –buys few pricey pieces a year –combines with basics from H&M 47
  • 48. VATTER & JORDAN STEP 2: DEFINE UP TO 5 TYPICAL SITUATIONS 48
  • 49. VATTER & JORDAN Noon Persona:BRAND SERVICES TYPICAL SITUATIONS NightMorning EveningAfternoon Where? What’s happening? With whom? Media used? Goal? Day of the week:
  • 50. VATTER & JORDAN STEP 3: CREATE USEFUL SERVICES FOR YOUR PERSONA THAT MANIFESTS THE BRAND PROMISE „STAYING UP-TO-DATE AFFORDABLY IN FASHION” 50
  • 51. VATTER & JORDAN BRAND SERVICE FOR H&M SEARCH AREAS Brand Services can 51 give a sample, a preview of the service/product personalize, make the service/product your own bridge time and space for the user, entertain the user enrich the users’ life, help them to discover new things assist & enable the user when using the service/product
  • 52. VATTER & JORDAN STEP 4: PRESENT YOUR CONCEPT 52
  • 53. VATTER & JORDAN 53 TAKEAWAY
  • 54. VATTER & JORDAN 54 need for attention SUMMARY MARKETING DILEMMA too many things asking for attention
  • 55. VATTER & JORDAN 55 I want you to listen and understand. What‘s in it for me? SUMMARY CHALLENGE
  • 56. VATTER & JORDAN 56 SUMMARY BRAND SERVICES a service that helps promoting the offer/brand a service that is an add-on to the core offer a service with little or no costs for users
  • 57. VATTER & JORDAN SUMMARY ASPECTS OF A BRAND SERVICE 57 THE IDEAL Brand-fit Services that deliver on the brand Novelty Services that have news value Usefulness Services that are highly useful
  • 58. VATTER & JORDAN 58 SUMMARY BRAND SERVICES MECHANICS Service based on user need issued by a Brand an add-on to core- offer at little or no cost for user experience of the brand promise delivered favorable impression of brand Check: – useful – brand-fit – news-value value for user positive experience with the brand
  • 59. VATTER & JORDAN 59 SUMMARY BRAND SERVICES MECHANICS Marketing needs User needs
  • 60. VATTER & JORDAN 60 Ikea Catalog TV spot: http://www.youtube.com/watch?v=Sbfq1tvYCZ8
  • 61. VATTER & JORDAN QUESTIONS? 61 QUESTIONS? Christian Vatter cv@lhbs.com +49 151 2520 5043 Martin Jordan martin@martinjordan.de +49 177 503 5307 www.brandexperiencedesign.net Icons: Olivier Guin, Vivian Lai, Stephen West, Creatorid’immagine, Nikhil Dev, John Caserta, Simon Child / The Noun Project Jakob Schneider / This is Service Design Thinking, Marty Neumeier