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Strategic Design as Branding

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  • 1. STRATEGIC DESIGNas BRANDINGGiacomo ColomboMilan, May 22 2012
  • 2. AGENDA‣ A long Journey‣ Branding & Strategic Design - a deep relationship‣ Arrigoni - a CB’a Case History‣ The Future of Strategic Design Giacomo Colombo – DesignLibrary, May 22 2012
  • 3. ...a longjourney
  • 4. MY WAY TO STRATEGIC DESIGN My first three steps before approaching the Master in Strategic Design have been:‣ Università Commerciale Luigi Bocconi‣ Domus Academy - Industrial Design Summer Course‣ Central Saint Martins - Graphic Design Summer Course Giacomo Colombo – DesignLibrary, May 22 2012
  • 5. A MINDSET SHIFTThe MDS was the time and place where I realized the different values ofDesign.Giacomo Colombo – DesignLibrary, May 22 2012
  • 6. THE FIRST APPROACH TO BRANDING The first Branding agency I worked for has been Landor Associates. Important goals I achieved:‣ What’s Branding‣ How to manage projects‣ How to apply Strategic Design principles Giacomo Colombo – DesignLibrary, May 22 2012
  • 7. CB’aThe place where I daily apply Strategic Design, CB’a Brand Vision & DesignSolutions, is a French agency borned in Paris in 1983 and part of the WPPGroup. Giacomo Colombo – DesignLibrary, May 22 2012
  • 8. THE NETWORK‣ CB’a has 12 offices worldwide‣ a group of 285 professionals‣ coming from 17 different nationalities‣ 20 Global Clients working with more than one CB’a OfficeGiacomo Colombo – DesignLibrary, May 22 2012
  • 9. THE SKY’S THE LIMIT Our approach to the Brand originates from the combination of creativity, strategy and a strong sense of partnership with our clients. Every project is a new challenge, putting the dialogue process at the fore, instead of rigid methodologies.‣ Branding and Packaging‣ Corporate Branding‣ Branded Environment‣ Digital Branding Giacomo Colombo – DesignLibrary, May 22 2012
  • 10. CB’a MAIN CLIENTSGiacomo Colombo – DesignLibrary, May 22 2012
  • 11. ...a deep relationship
  • 12. What’sBranding
  • 13. What’sBranding
  • 14. What’sBranding
  • 15. What’sBranding
  • 16. A NEW BRANDING UNIVERSEIn the past years we witnessed a shift in people’s focus from product toBrands, then from Brands to the story a particular Brand can tell.From the Brand image to the Brand StorytellingConsumers, choosing a specific product, start an emotional relationshipwith the Brand, and it needs to be meaningful.Giacomo Colombo – DesignLibrary, May 22 2012
  • 17. YEARS AGO...to attract customers and establish your position on the market you neededto be competitive on quality, delivery time and price.YESTERDAY...a price gap was no more sustainable for a company, and you would needto support your tangible assets with a strong Brand.TODAY...you need to tell a Story, and it has to be true.Giacomo Colombo – DesignLibrary, May 22 2012
  • 18. SOMETHING IN COMMONBranding is a discipline which applies strategic insights to the relationshipbetween a Company and its Stakeholders, using design to leverage itsproposition.Strategic Design is an approach, is a way of interpreting “design thinking”and more in depth the integrated body of products, services andcommunication strategies with which a company presents itself to themarket and sets itself in society.Giacomo Colombo – DesignLibrary, May 22 2012
  • 19. What’s Design
  • 20. THE TEN PRINCIPLESBack in the early 1980s, Dieter Rams was becoming increasingly concernedby the state of the world around him – “an impenetrable confusion offorms, colours and noises.”Aware that he was a significant contributor to that world, he asked himselfan important question: is my design good design?Giacomo Colombo – DesignLibrary, May 22 2012
  • 21. 1. GOOD DESIGN IS INNOVATIVEThe possibilities for innovation are not, by any means, exhausted.Technological development is always offering new opportunities forinnovative design. But innovative design always develops in tandem withinnovative technology, and can never be an end in itself.Giacomo Colombo – DesignLibrary, May 22 2012
  • 22. 1. GOOD BRANDING IS INNOVATIVEGiacomo Colombo – DesignLibrary, May 22 2012
  • 23. 2. GOOD DESIGN MAKES A PRODUCTUSEFULA product is bought to be used. It has to satisfy certain criteria, not onlyfunctional, but also psychological and aesthetic. Good design emphasizesthe usefulness of a product whilst disregarding anything that could possiblydetract from it.Giacomo Colombo – DesignLibrary, May 22 2012
  • 24. 2. GOOD BRANDING MAKES A PRODUCTUSEFULGiacomo Colombo – DesignLibrary, May 22 2012
  • 25. 3. GOOD DESIGN IS AESTHETICThe aesthetic quality of a product is integral to its usefulness becauseproducts we use every day affect our person and our well-being. But onlywell-executed objects can be beautiful.Giacomo Colombo – DesignLibrary, May 22 2012
  • 26. 3. GOOD BRANDING IS AESTHETICGiacomo Colombo – DesignLibrary, May 22 2012
  • 27. 4. GOOD DESIGN MAKES A PRODUCTUNDERSTANDABLEIt clarifies the product’s structure. Better still, it can make the product talk.At best, it is self-explanatory.Giacomo Colombo – DesignLibrary, May 22 2012
  • 28. 4. GOOD BRANDING MAKES APROPOSITION UNDERSTANDABLEGiacomo Colombo – DesignLibrary, May 22 2012
  • 29. 5. GOOD DESIGN IS UNOBTRUSIVEProducts fulfilling a purpose are like tools. They are neither decorativeobjects nor works of art. Their design should therefore be both neutral andrestrained, to leave room for the user’s self-expression.Giacomo Colombo – DesignLibrary, May 22 2012
  • 30. 5. GOOD BRANDING IS UNOBTRUSIVEGiacomo Colombo – DesignLibrary, May 22 2012
  • 31. 6. GOOD DESIGN IS HONESTIt does not make a product more innovative, powerful or valuable than itreally is. It does not attempt to manipulate the consumer with promisesthat cannot be kept.Giacomo Colombo – DesignLibrary, May 22 2012
  • 32. 6. GOOD BRANDING IS HONESTGiacomo Colombo – DesignLibrary, May 22 2012
  • 33. 7. GOOD DESIGN IS LONG-LASTINGIt avoids being fashionable and therefore never appears antiquated. Unlikefashionable design, it lasts many years – even in today’s throwawaysociety.Giacomo Colombo – DesignLibrary, May 22 2012
  • 34. 7. GOOD BRANDING IS LONG-LASTINGGiacomo Colombo – DesignLibrary, May 22 2012
  • 35. 8. GOOD DESIGN IS THOROUGH, DOWNTO THE LAST DETAILNothing must be arbitrary or left to chance. Care and accuracy in thedesign process show respect towards the consumer.Giacomo Colombo – DesignLibrary, May 22 2012
  • 36. 8. GOOD BRANDING IS THOROUGH,DOWN TO THE LAST DETAILGiacomo Colombo – DesignLibrary, May 22 2012
  • 37. 9. GOOD DESIGN IS CONCERNED WITHENVIRONMENTDesign must contribute towards a stable environment and a sensible useof raw materials. This means considering not only actual pollution, but alsothe visual pollution and destruction of our environment.Giacomo Colombo – DesignLibrary, May 22 2012
  • 38. 9. GOOD BRANDING IS CONCERNEDWITH ENVIRONMENTGiacomo Colombo – DesignLibrary, May 22 2012
  • 39. 10. GOOD DESIGN IS AS LITTLE DESIGNAS POSSIBLELess, but better – because it concentrates on the essential aspects, and theproducts are not burdened with non-essentials. Back to purity, back tosimplicity.Giacomo Colombo – DesignLibrary, May 22 2012
  • 40. 10. GOOD BRANDING IS AS LITTLEBRANDING AS POSSIBLEGiacomo Colombo – DesignLibrary, May 22 2012
  • 41. The ArrigoniCase History
  • 42. REBRANDINGBACKGROUNDArrigoni is a historic dairy company, locatedin Lombardy not far from Milan. Since 1914it consolidated its reputation as producer ofhigh quality products, working for importantbrands and producing for the best europeanprivate labels.BRAND VISIONThe entire project aimed to rebuild Arrigoniawareness and relevance as a Brand and nolonger just as a producer. Starting from thedifferentiating values and personality, theBrand image emerged to define a newBrand identity, along with an entirely newlook & feel, which ultimately came togetherto express the Brand image through a newpackaging system.DESIGN SOLUTIONThe new image is emotional and genuine atthe same time, coupled with a simple packsystem able to transmit the differentiatedvalues of the Brand and the product. Theproject led to the restyling of the entire packsystem, the corporate identity, as well as anew website and company profile.Giacomo Colombo – DesignLibrary, May 22 2012
  • 43. Giacomo Colombo – DesignLibrary, May 22 2012
  • 44. Giacomo Colombo – DesignLibrary, May 22 2012
  • 45. Giacomo Colombo – DesignLibrary, May 22 2012
  • 46. Giacomo Colombo – DesignLibrary, May 22 2012
  • 47. Giacomo Colombo – DesignLibrary, May 22 2012
  • 48. The Future ofStrategic Design
  • 49. THE FUTUREThe Future of Strategic Design lies in his nature, in the fact that StrategicDesign is neither a subject nor a discipline.I rather prefer to define it as a meta-subject, a mindset, to be used as a toolto face the challenge in our very own field.Giacomo Colombo – DesignLibrary, May 22 2012
  • 50. Thank you.

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