Recap, branding and concept development

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Presentation MD 201 Strategic Design at Volda University College 11.10.2012

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  • Recap, branding and concept development

    1. 1. Recap, branding and conceptdevelopmentVolda, 11. October 2012
    2. 2. http://grandburo.com/store/product.detail.php?pid=245
    3. 3. Strategic design – ver 0.3Using design methods andmindset to structure andsolve problems in order toachieve strategic goals.
    4. 4. Segmentation tells the differencebetween peopleFrom: http://konterkariert.tumblr.com/post/175543630/freshenvy-the-next-epic-battle-lol-nach10/18/12 5
    5. 5. Segments vs. personasSegment Personas•  Group of people •  Typical representative of a•  Common motivators and segment relationship to a brand, idea, •  One, single, fictive person etc. •  Represented by name, age and•  Represented by common other personal details denominators (e.g. age, interests and attitude)10/18/12 © MAKING WAVES 6
    6. 6. Strategic design – this course 1 2 3 4What do Who do What will How willwe want to we want we do? we do it?achieve? to reach?•  Porter’s value •  Segmenting •  Concept •  Branding networks •  Defining target development •  Identity and•  Ries’ call for groups and •  Creativity graphic design differentiation personas techniques •  (Service design•  Value •  Customer •  Prototyping methodology) innovation journeys •  Testing
    7. 7. Analysis and design are separatephases Assignment/ Concept/ brief/… prototype/… Analysis•  Market and users•  Business opportunities Solution•  Communication and brand targets•  Technology•  …
    8. 8. Beckman, Sara L.& Barry, Michael (2007): “Innovation as a learning Process: Embedding Design Thinking”10/18/12 9 SCREENPLAY ©
    9. 9. Beckman, Sara L.& Barry, Michael (2007): “Innovation as a learning Process: Embedding Design Thinking”10/18/12 10 SCREENPLAY ©
    10. 10. Branding and tips for conceptdevelopment10/18/12 © MAKING WAVES 11
    11. 11. Brand – definition 2: A brand is a collection of perceptions in the mind of the consumer18-Oct-12 12
    12. 12. Brands can be managed10/18/12 © MAKING WAVES 13
    13. 13. From Aaker , David A. & Joachimsthaler, Erich (2000): Brand Leadership: Building Assets In an Information Economy10/18/12 14
    14. 14. 2. Link to a compelling functional benefit 1. Avoid a limited whenever possible 3. Ignore brand perspective constructs that are not helpful8. Elaborate the Creating Effectivebrand identity Brand Identity 4. Generate deep Systems consumer insight 7. Make the brand identity drive the 5. Understand execution competitors 6. Allow multiple brand identities From Aaker , David A. & Joachimsthaler, Erich (2000): Brand Leadership: Building Assets In an Information Economy 10/18/12 © MAKING WAVES 15
    15. 15. 2. Link to a compelling functional benefit 1. Avoid a limited whenever possible 3. Ignore brand perspective constructs that are not helpful8. Elaborate the Creating Effectivebrand identity Brand Identity 4. Generate deep Systems consumer insight 7. Make the brand identity drive the 5. Understand execution competitors 6. Allow multiple brand identities From Aaker , David A. & Joachimsthaler, Erich (2000): Brand Leadership: Building Assets In an Information Economy 10/18/12 © MAKING WAVES 16
    16. 16. The devil is in the detailsWhat does What does What doesthis smell this sound this feellike? like? like? 17
    17. 17. Usage situations and desires SIDE 18
    18. 18. 10/18/12 © MAKING WAVES 19
    19. 19. 10/18/12 © MAKING WAVES 20
    20. 20. http://www.lofotprodukt.no/10/18/12 © MAKING WAVES 21
    21. 21. http://www.lofotprodukt.no/10/18/12 © MAKING WAVES 22
    22. 22. 2. Link to a compelling functional benefit 1. Avoid a limited whenever possible 3. Ignore brand perspective constructs that are not helpful8. Elaborate the Creating Effectivebrand identity Brand Identity 4. Generate deep Systems consumer insight 7. Make the brand identity drive the 5. Understand execution competitors 6. Allow multiple brand identities From Aaker , David A. & Joachimsthaler, Erich (2000): Brand Leadership: Building Assets In an Information Economy 10/18/12 © MAKING WAVES 23
    23. 23. 10/18/12 © MAKING WAVES 24
    24. 24. 10/18/12 © MAKING WAVES 25
    25. 25. http://www.freitag.ch/10/18/12 26 © MAKING WAVES
    26. 26. From:Porter, M. E. (1996): What is Strategy, in: Harvard Business Review, November-December 1996, pp.61-7810/18/12 © MAKING WAVES 27
    27. 27. 2. Link to a compelling functional benefit 1. Avoid a limited whenever possible 3. Ignore brand perspective constructs that are not helpful8. Elaborate the Creating Effectivebrand identity Brand Identity 4. Generate deep Systems consumer insight 7. Make the brand identity drive the 5. Understand execution competitors 6. Allow multiple brand identities From Aaker , David A. & Joachimsthaler, Erich (2000): Brand Leadership: Building Assets In an Information Economy 10/18/12 © MAKING WAVES 28
    28. 28. 29
    29. 29. Brand models are (mostly)desired identitySource: Balmer, J. M. T and Greyser, S. A. (2002): Managing the multiple identities of the corporation, in: CaliforniaManagement Review, Vol. 44, No. 3, Spring, pp.72-86 30
    30. 30. What is a relevant construct?•  Does it capture an element important to the brand and its ability to provide customer value or support customer relationships?•  Does it help differentiate the brand from its competition?•  Does it resonate with the customer?•  Does it energize employees?•  Is it believable? From Aaker , David A. & Joachimsthaler, Erich (2000): Brand Leadership: Building Assets In an Information Economy10/18/12 © MAKING WAVES 31
    31. 31. 10/18/12 © MAKING WAVES 32
    32. 32. 18-Oct-12 33 18-Oct-12
    33. 33. http://nikeinc.com/pages/about-nike-inc10/18/12 © MAKING WAVES 34
    34. 34. 10/18/12 © MAKING WAVES 35
    35. 35. http://www.brewdog.com/10/18/12 © MAKING WAVES 36
    36. 36. 10/18/12 © MAKING WAVES 37
    37. 37. 10/18/12 © MAKING WAVES 38
    38. 38. 2. Link to a compelling functional benefit 1. Avoid a limited whenever possible 3. Ignore brand perspective constructs that are not helpful8. Elaborate the Creating Effectivebrand identity Brand Identity 4. Generate deep Systems consumer insight 7. Make the brand identity drive the 5. Understand execution competitors 6. Allow multiple brand identities From Aaker , David A. & Joachimsthaler, Erich (2000): Brand Leadership: Building Assets In an Information Economy 10/18/12 © MAKING WAVES 39
    39. 39. “If you’re going to hunt wild pigs, the first thing you’ve got to do is learn how to be a pig. You’ve got to think like they think, move like they move, and have thesame instincts for safety and danger. Hawaiian knife hunter via Jon Steel
    40. 40. A sudden glimpse ofthe bleeding obvious. Paul Bennett, IDEO10/18/12 © MAKING WAVES 41
    41. 41. Film: Road safety – It’s 30 for areason10/18/12 MAKING WAVES 42
    42. 42. Road safety:Driving a bit too fastdoesn’t really matter.10/18/12 © MAKING WAVES 43
    43. 43. 10/18/12 © MAKING WAVES 44
    44. 44. 2. Link to a compelling functional benefit 1. Avoid a limited whenever possible 3. Ignore brand perspective constructs that are not helpful8. Elaborate the Creating Effectivebrand identity Brand Identity 4. Generate deep Systems consumer insight 7. Make the brand identity drive the 5. Understand execution competitors 6. Allow multiple brand identities From Aaker , David A. & Joachimsthaler, Erich (2000): Brand Leadership: Building Assets In an Information Economy 10/18/12 © MAKING WAVES 45
    45. 45. 10/18/12 © MAKING WAVES 46
    46. 46. GOOGLE SEARCH: CHOCOLATE PACKAGING10/18/12 © MAKING WAVES 47
    47. 47. Freia – sjokoladebutikkenhttp://diary.sdg.no/?p=95510/18/12 © MAKING WAVES 48
    48. 48. More on: http://artistsinspireartists.com/graphic_design/20-awesome-chocolate-packaging-examples10/18/12 © MAKING WAVES 49
    49. 49. Positioning •  A products position is how potential buyers see the product Expensive •  Positioning is expressed relative to the position of competitorsSimple Advanced Cheap 50
    50. 50. 2. Link to a compelling functional benefit 1. Avoid a limited whenever possible 3. Ignore brand perspective constructs that are not helpful8. Elaborate the Creating Effectivebrand identity Brand Identity 4. Generate deep Systems consumer insight 7. Make the brand identity drive the 5. Understand execution competitors 6. Allow multiple brand identities From Aaker , David A. & Joachimsthaler, Erich (2000): Brand Leadership: Building Assets In an Information Economy 10/18/12 © MAKING WAVES 51
    51. 51. http://ikeahacker.blogspot.com10/18/12
    52. 52. Harry Potter Retailers The J.K. stock- piling Leaks of Rowling new plots story The story Hyped of the midnight craze launches The Boarding books school The films Culture of heritage reading Cast and Reviews Adults film news and read as recommen well as -dations kidsFrom: Grant , John: The brand innovation manifesto; John Wiley & Sons, Ltd, 2006
    53. 53. 2. Link to a compelling functional benefit 1. Avoid a limited whenever possible 3. Ignore brand perspective constructs that are not helpful8. Elaborate the Creating Effectivebrand identity Brand Identity 4. Generate deep Systems consumer insight 7. Make the brand identity drive the 5. Understand execution competitors 6. Allow multiple brand identities From Aaker , David A. & Joachimsthaler, Erich (2000): Brand Leadership: Building Assets In an Information Economy 10/18/12 © MAKING WAVES 61
    54. 54. 10/18/12 © MAKING WAVES 62
    55. 55. 10/18/12 © MAKING WAVES 63
    56. 56. Coke – Happiness factory
    57. 57. Coke – Give a little love
    58. 58. 2. Link to a compelling functional benefit 1. Avoid a limited whenever possible 3. Ignore brand perspective constructs that are not helpful8. Elaborate the Creating Effectivebrand identity Brand Identity 4. Generate deep Systems consumer insight 7. Make the brand identity drive the 5. Understand execution competitors 6. Allow multiple brand identities From Aaker , David A. & Joachimsthaler, Erich (2000): Brand Leadership: Building Assets In an Information Economy 10/18/12 © MAKING WAVES 66
    59. 59. 10/18/12 © MAKING WAVES 67
    60. 60. 10/18/12 © MAKING WAVES 68
    61. 61. Hate something
    62. 62. 2. Link to a compelling functional benefit 1. Avoid a limited whenever possible 3. Ignore brand perspective constructs that are not helpful8. Elaborate the Creating Effectivebrand identity Brand Identity 4. Generate deep Systems consumer insight 7. Make the brand identity drive the 5. Understand execution competitors 6. Allow multiple brand identities From Aaker , David A. & Joachimsthaler, Erich (2000): Brand Leadership: Building Assets In an Information Economy 10/18/12 © MAKING WAVES 74
    63. 63. Made to stick•  Simple — find the core of any idea•  Unexpected — grab peoples attention by surprising them•  Concrete — make sure an idea can be grasped and remembered later•  Credibility — give an idea believability•  Emotion — help people see the importance of an idea•  Stories — empower people to use an idea through narrative Chip Heath and Dan Heath: Made to stick, Random House 2007
    64. 64. Tip:Don’t be tooexplicit
    65. 65. Connotation:Indirect meaningBetter detectedthan described 77
    66. 66. 10/18/12 © MAKING WAVES 78

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