Recap, branding and concept development
Upcoming SlideShare
Loading in...5
×
 

Recap, branding and concept development

on

  • 427 views

Presentation MD 201 Strategic Design at Volda University College 11.10.2012

Presentation MD 201 Strategic Design at Volda University College 11.10.2012

Statistics

Views

Total Views
427
Views on SlideShare
426
Embed Views
1

Actions

Likes
2
Downloads
11
Comments
0

1 Embed 1

http://www.linkedin.com 1

Accessibility

Categories

Upload Details

Uploaded via as Adobe PDF

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment
  • Bigger question
  • Bigger question
  • 67 % dekningidagligvarehandelen (2009)• 300 % omsetningsøkning• Økningavverdiandelitotalmarkedetfofiskfra 0,8 % til 2,4 %• Styrketmotivasjon hos de ansatte• Flerearbeidsplasser
  • 67 % dekningidagligvarehandelen (2009)• 300 % omsetningsøkning• Økningavverdiandelitotalmarkedetfofiskfra 0,8 % til 2,4 %• Styrketmotivasjon hos de ansatte• Flerearbeidsplasser
  • Cyclists. Functional bags(with a story)
  • Naming
  • NamingSemiotics
  • Kjentiskrem – fåttstormarkedsmakt I Norgepå kun 3 år – hvordan?
  • Bought by Unilever in 2000
  • Fra butikkenpå Karl Johan – stolteavhistorienogdet de står for Butikkenkanfortellehistorien, menswebenkanværemorsom. Demperportalpreget, fårfremverdiene (ha detmoro)
  • YouTubekanalengårmyepå events de har (eg Free Cone Day)
  • Nyetiltak for åpromoterefairtrade – veldigviktigverdi for B&J
  • Fårkundenetilåpromotere B&J verdier
  • Co-creating values
  • NamingSemiotics
  • Internally and with partners
  • Simple – palm pilot, vilje til å reduser, utvikleren gikk med en treblokk i lommen

Recap, branding and concept development Recap, branding and concept development Presentation Transcript

  • Recap, branding and conceptdevelopmentVolda, 11. October 2012
  • http://grandburo.com/store/product.detail.php?pid=245
  • Strategic design – ver 0.3Using design methods andmindset to structure andsolve problems in order toachieve strategic goals.
  • Segmentation tells the differencebetween peopleFrom: http://konterkariert.tumblr.com/post/175543630/freshenvy-the-next-epic-battle-lol-nach10/18/12 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
  • 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
  • Analysis and design are separatephases Assignment/ Concept/ brief/… prototype/… Analysis•  Market and users•  Business opportunities Solution•  Communication and brand targets•  Technology•  …
  • Beckman, Sara L.& Barry, Michael (2007): “Innovation as a learning Process: Embedding Design Thinking”10/18/12 9 SCREENPLAY ©
  • Beckman, Sara L.& Barry, Michael (2007): “Innovation as a learning Process: Embedding Design Thinking”10/18/12 10 SCREENPLAY ©
  • Branding and tips for conceptdevelopment10/18/12 © MAKING WAVES 11
  • Brand – definition 2: A brand is a collection of perceptions in the mind of the consumer18-Oct-12 12
  • Brands can be managed10/18/12 © MAKING WAVES 13
  • From Aaker , David A. & Joachimsthaler, Erich (2000): Brand Leadership: Building Assets In an Information Economy10/18/12 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
  • 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
  • The devil is in the detailsWhat does What does What doesthis smell this sound this feellike? like? like? 17
  • Usage situations and desires SIDE 18
  • 10/18/12 © MAKING WAVES 19
  • 10/18/12 © MAKING WAVES 20
  • http://www.lofotprodukt.no/10/18/12 © MAKING WAVES 21
  • http://www.lofotprodukt.no/10/18/12 © MAKING WAVES 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
  • 10/18/12 © MAKING WAVES 24
  • 10/18/12 © MAKING WAVES 25
  • http://www.freitag.ch/10/18/12 26 © MAKING WAVES
  • From:Porter, M. E. (1996): What is Strategy, in: Harvard Business Review, November-December 1996, pp.61-7810/18/12 © MAKING WAVES 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
  • 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
  • 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
  • 10/18/12 © MAKING WAVES 32
  • 18-Oct-12 33 18-Oct-12
  • http://nikeinc.com/pages/about-nike-inc10/18/12 © MAKING WAVES 34
  • 10/18/12 © MAKING WAVES 35
  • http://www.brewdog.com/10/18/12 © MAKING WAVES 36
  • 10/18/12 © MAKING WAVES 37
  • 10/18/12 © MAKING WAVES 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
  • “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
  • A sudden glimpse ofthe bleeding obvious. Paul Bennett, IDEO10/18/12 © MAKING WAVES 41
  • Film: Road safety – It’s 30 for areason10/18/12 MAKING WAVES 42
  • Road safety:Driving a bit too fastdoesn’t really matter.10/18/12 © MAKING WAVES 43
  • 10/18/12 © MAKING WAVES 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
  • 10/18/12 © MAKING WAVES 46
  • GOOGLE SEARCH: CHOCOLATE PACKAGING10/18/12 © MAKING WAVES 47
  • Freia – sjokoladebutikkenhttp://diary.sdg.no/?p=95510/18/12 © MAKING WAVES 48
  • More on: http://artistsinspireartists.com/graphic_design/20-awesome-chocolate-packaging-examples10/18/12 © MAKING WAVES 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
  • 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
  • http://ikeahacker.blogspot.com10/18/12
  • 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
  • 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
  • 10/18/12 © MAKING WAVES 62
  • 10/18/12 © MAKING WAVES 63
  • Coke – Happiness factory
  • Coke – Give a little love
  • 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
  • 10/18/12 © MAKING WAVES 67
  • 10/18/12 © MAKING WAVES 68
  • Hate something
  • 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
  • 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
  • Tip:Don’t be tooexplicit
  • Connotation:Indirect meaningBetter detectedthan described 77
  • 10/18/12 © MAKING WAVES 78