Strategic Design & Branding An Overview

Catch up Please fill me in on the inputs you’ve got so far about branding & identity

Please fill me in on the inputs you’ve got so far about branding & identity

Assignment: Anatomy of a “brand” List five brands at random that you currently use Rearrange them in the order of loyalty & personal identification Make an A3 collage of all the images & associations you have about the topmost brand Discuss what exactly a brand is, from the points of view of: The customer/user The seller/marketer The designer

List five brands at random that you currently use

Rearrange them in the order of loyalty & personal identification

Make an A3 collage of all the images & associations you have about the topmost brand

Discuss what exactly a brand is, from the points of view of:

The customer/user

The seller/marketer

The designer

stra•te•gy (n) The science and art of using all the forces of a nation to execute approved plans as effectively as possible during peace or war A long-term plan of action designed to achieve a particular result

The science and art of using all the forces of a nation to execute approved plans as effectively as possible during peace or war

A long-term plan of action designed to achieve a particular result

Business made simple INCOME PROFIT EXPENDITURE

The (Business) Plan Commercial Introduction The Business Background, Location, Premises Products & Services Main Features, Unique Selling Points The Team Skills, Knowledge, Experience, Finances The Market Customers, Competition Objectives Short, Medium, Long term

Commercial

Introduction

The Business

Background, Location, Premises

Products & Services

Main Features, Unique Selling Points

The Team

Skills, Knowledge, Experience, Finances

The Market

Customers, Competition

Objectives

Short, Medium, Long term

The (Business) Plan Financial Estimations Profit Budget Sales, Direct Costs, Overheads, Profits Cash-Flow Forecast Receipts, Payments, Balances Annual Accounts Profit & Loss Account, Balance Sheet Finance Requirements Finance Available, Finance Needed, Repayment Schedule, Security Available

Financial Estimations

Profit Budget

Sales, Direct Costs, Overheads, Profits

Cash-Flow Forecast

Receipts, Payments, Balances

Annual Accounts

Profit & Loss Account, Balance Sheet

Finance Requirements

Finance Available, Finance Needed, Repayment Schedule, Security Available

Assignment: Make a Business Plan Assume you’re going to team up and start your own design consultancy after leaving Srishti Using the template provided just now, try and write out a business plan for your consultancy Do NOT spend ANY time thinking up of its name, logo, etc. – stay focussed on its viability & profitability! Do spend some time thinking about your likely customers and your competition

Assume you’re going to team up and start your own design consultancy after leaving Srishti

Using the template provided just now, try and write out a business plan for your consultancy

Do NOT spend ANY time thinking up of its name, logo, etc. – stay focussed on its viability & profitability!

Do spend some time thinking about your likely customers and your competition

Between Making & Selling… Marketing Is about Customers Creating Customer Value and Satisfaction “Marketing is the delivery of Customer Satisfaction at a profit.” Marketing is NOT merely selling and advertising It’s about understanding customer needs, developing products that provide superior value, prices/ distributes/ promotes them effectively, develops relationships with customers

Marketing

Is about Customers

Creating Customer Value and Satisfaction

“Marketing is the delivery of Customer Satisfaction at a profit.”

Marketing is NOT merely selling and advertising

It’s about understanding customer needs, developing products that provide superior value, prices/ distributes/ promotes them effectively, develops relationships with customers

MARKETS NEEDS, WANTS & DEMANDS PRODUCTS & SERVICES VALUE & QUALITY TRANSACTIONS & RELATIONSHIPS

mar•ket (n),(v) A market is the set of actual and potential buyers of a product or service These buyers share a particular need or want that can be satisfied through exchanges & relationships The size of a market depends on the number of people who exhibit the need, have resources, and are willing to exchange these resources for what they want

A market is the set of actual and potential buyers of a product or service

These buyers share a particular need or want that can be satisfied through exchanges & relationships

The size of a market depends on the number of people who exhibit the need, have resources, and are willing to exchange these resources for what they want

Marketing Philosophies The Production Concept Consumers will favour products that are available and highly affordable; hence we should focus on improving production & distribution efficiency The Product Concept Consumers will favour products that offer the best quality, performance and innovative features; hence we should continuously improve our products The Selling Concept Consumers will not buy products unless they are sold and promoted aggressively The Marketing Concept Consumers will buy those products that satisfy needs & wants more effectively & efficiently than others

The Production Concept

Consumers will favour products that are available and highly affordable; hence we should focus on improving production & distribution efficiency

The Product Concept

Consumers will favour products that offer the best quality, performance and innovative features; hence we should continuously improve our products

The Selling Concept

Consumers will not buy products unless they are sold and promoted aggressively

The Marketing Concept

Consumers will buy those products that satisfy needs & wants more effectively & efficiently than others

Strategic Planning Defining the company mission Setting objectives & goals Designing the business portfolio Planning, marketing & other functional strategies

The Marketing Environment Target Consumers SUPPLIERS COMPETITORS INTEMEDIARIES OTHER INFLUENCES

The Marketing Mix Target Consumers PRODUCT PROMOTION PLACE PRICE Variety Quality Design Features Brand name Packaging Sizes Services Warranties Returns List Price Discounts Allowances Payment Period Credit Terms Advertising Personal Selling Retail Promotions Public Relations Channels Coverage Assortments Locations Inventory Transportation Logistics

The Marketing Process Target Consumers Market Analysis Segmentation Targeting Positioning

The Marketing Process Segmentation Dividing a market into distinct groups of buyers with different needs, characteristics or behaviour, who might require distinct products or services Targeting Evaluating each segment’s attractiveness and selecting one or more segments to enter Positioning Arranging for a product to occupy a clear, distinctive and desirable place relative to competing products in the minds of target consumers

Segmentation

Dividing a market into distinct groups of buyers with different needs, characteristics or behaviour, who might require distinct products or services

Targeting

Evaluating each segment’s attractiveness and selecting one or more segments to enter

Positioning

Arranging for a product to occupy a clear, distinctive and desirable place relative to competing products in the minds of target consumers

Segmentation Variables Geographic Nationality, Regionality, City size, Density, Climate Demographic Age, Gender, Family size, Stage, Income, Occupation, Education, Religion, Race, Nationality Psychographic Social Class, Lifestyle, Personality Behavioural Occasions, Benefits, User Status, Loyalty Status, Readiness Stage, Attitude Towards Product

Geographic

Nationality, Regionality, City size, Density, Climate

Demographic

Age, Gender, Family size, Stage, Income, Occupation, Education, Religion, Race, Nationality

Psychographic

Social Class, Lifestyle, Personality

Behavioural

Occasions, Benefits, User Status, Loyalty Status, Readiness Stage, Attitude Towards Product

Mapping the Consumer Cultural Culture, Subculture, Social Class Social Reference Groups, Family, Roles & Status Personal Age & Stage, Occupation, Economic Situation, Lifestyle, Personality & Self-Concept Psychological Motivation, Perception, Learning, Beliefs & Attitudes

Cultural

Culture, Subculture, Social Class

Social

Reference Groups, Family, Roles & Status

Personal

Age & Stage, Occupation, Economic Situation, Lifestyle, Personality & Self-Concept

Psychological

Motivation, Perception, Learning, Beliefs & Attitudes

Positioning for Competitive Advantage Differentiation Product Differentiation Service Differentiation People Differentiation Image Differentiation Strategies Product Attributes Benefits Offered Usage Occasions User Types Against Competitors Product Class

Differentiation

Product Differentiation

Service Differentiation

People Differentiation

Image Differentiation

Strategies

Product Attributes

Benefits Offered

Usage Occasions

User Types

Against Competitors

Product Class

Considered Differentiation Difference is only worth establishing to the extent it is: IMPORTANT DISTINCTIVE SUPERIOR COMMUNICABLE PRE-EMPTIVE/EXCLUSIVE AFFORDABLE PROFITABLE

Difference is only worth establishing to the extent it is:

IMPORTANT

DISTINCTIVE

SUPERIOR

COMMUNICABLE

PRE-EMPTIVE/EXCLUSIVE

AFFORDABLE

PROFITABLE

Assignment: Your Business Plan Based on the recent inputs, detail out: Segmentation of your market Choose your target market Differentiation of your business Positioning of your business

Based on the recent inputs, detail out:

Segmentation of your market

Choose your target market

Differentiation of your business

Positioning of your business

brand (n),(v) A brand represents the holistic sum of all information about a company, product or a group of products This symbolic construct typically consists of a name, identifying mark, logo, visual images or symbols, or mental concepts which distinguishes the product or service It serves to align expectations in the mind of its stakeholders It can be envisioned as the ‘personality’ of the company, product or group of products Bottomline A brand doesn’t have to be created, it exists anyway as the sum total of people’s perceptions about the product/ service/ organisation

A brand represents the holistic sum of all information about a company, product or a group of products

This symbolic construct typically consists of a name, identifying mark, logo, visual images or symbols, or mental concepts which distinguishes the product or service

It serves to align expectations in the mind of its stakeholders

It can be envisioned as the ‘personality’ of the company, product or group of products

MAPPING BRAND PERSONALITY: THE ONION-RING MODEL

The Outermost Layer: SYMBOLS/ LANGUAGE

The Next Inner Layer: RITUALS & PROTOCOLS

The Next Inner Layer: HEROS & ROLE MODELS

At the Core: VALUES & BELIEFS

Designing Brands New Brand Do an audit of competitive brands using Onion-Ring model Build model for proposed new brand, using positioning statement Existing Brand Do an audit of own as well as competitive brands Build model of desired positioning/repositioning of own brand Contrast existing vs desired vs competitive brands

New Brand

Do an audit of competitive brands using Onion-Ring model

Build model for proposed new brand, using positioning statement

Existing Brand

Do an audit of own as well as competitive brands

Build model of desired positioning/repositioning of own brand

Contrast existing vs desired vs competitive brands

Concepts you ought to know Stakeholders Sets or groups of people/institutions who have an influence or bearing on the sustained success of the brand Typically these start from the actual customers (existing & prospective) to employees to suppliers to distributors to press & media to government etc. in decreasing order of significance Touchpoints Every instance where the brand comes into contact with its customer & vice versa Typically includes the product itself, packaging, retail point, user manual, after-sales service, salesperson, advertising, help desk, etc.

Stakeholders

Sets or groups of people/institutions who have an influence or bearing on the sustained success of the brand

Typically these start from the actual customers (existing & prospective) to employees to suppliers to distributors to press & media to government etc. in decreasing order of significance

Touchpoints

Every instance where the brand comes into contact with its customer & vice versa

Typically includes the product itself, packaging, retail point, user manual, after-sales service, salesperson, advertising, help desk, etc.

Concepts you ought to know The three critical C’s in branding: Consistency Clarity Credibility Meaningful Motivating Targeted

The three critical C’s in branding:

Consistency

Clarity

Credibility

Meaningful

Motivating

Targeted

Assignment: Your Business Plan Based on your business plan, your marketing plan, and your positioning: Draw up an Onion Ring model for your own brand Think up of five NAMES (no LOGOs!) Make a list of all the likely TOUCHPOINTS of your brand INNOVATE each touchpoint in an unconventional yet effective way, ideally less expensive than the conventional!

Based on your business plan, your marketing plan, and your positioning:

Draw up an Onion Ring model for your own brand

Think up of five NAMES (no LOGOs!)

Make a list of all the likely TOUCHPOINTS of your brand

INNOVATE each touchpoint in an unconventional yet effective way, ideally less expensive than the conventional!

Discussion “Brands are less and less about what we buy, and more and more about who we are.” Check out www.lovemarks.com On the other hand: “Brands are dead – consumers have become immune to them!” Check out www.adbusters.org, www.37signals.com/enormicom Can the power of brands & branding be used for social good? If yes, how?

“Brands are less and less about what we buy, and more and more about who we are.”

Check out www.lovemarks.com

On the other hand:

“Brands are dead – consumers have become immune to them!”

Check out www.adbusters.org, www.37signals.com/enormicom

Trends for brands in our culture Source of Identity Shift from Status Symbol to Things We Believe In Source of Meaning Metaphors for Our Spiritual Needs Brand as Community Bringing People Together Around Shared Values Brand as Trust Mark Repository of Trust in Confusing Times Brand as Simplifier Helping Us Cut Through Clutter

Source of Identity

Shift from Status Symbol to Things We Believe In

Source of Meaning

Metaphors for Our Spiritual Needs

Brand as Community

Bringing People Together Around Shared Values

Brand as Trust Mark

Repository of Trust in Confusing Times

Brand as Simplifier

Helping Us Cut Through Clutter

Discussion “Brands aren’t simply in the culture, they are the culture.” No longer just represent economic value Central meaning-making institutions in people’s lives Definers of “cool” If brands are indeed the future culture, how can they be freed of corporate control?

“Brands aren’t simply in the culture, they are the culture.”

No longer just represent economic value

Central meaning-making institutions in people’s lives

Definers of “cool”

Ju-Jitsu: Subversion The core principle of Ju-Jitsu is to use the opponent’s own might and momentum to beat him Spoofing is a “ju-jitsu” way of subverting the might of a brand Check out the Adbusters magazine issues in the library Join me in deflating puffed-up clichés like the “flattened earth”, “egalitarian information economy” and “e-governance democracy” for the forthcoming worldinformation.org event in November? Can you use spoofing to raise critical consciousness about the corporatisation of culture or the mediation of authenticity?

The core principle of Ju-Jitsu is to use the opponent’s own might and momentum to beat him

Spoofing is a “ju-jitsu” way of subverting the might of a brand

Check out the Adbusters magazine issues in the library

Join me in deflating puffed-up clichés like the “flattened earth”, “egalitarian information economy” and “e-governance democracy” for the forthcoming worldinformation.org event in November?

Reading List Principles of Marketing Kotler & Armstrong The Designer’s Guide to Brand Strategy M Damien Newman No Logo Naomi Klein www.brandchannel.com www.lovemarks.com www.adbusters.org en.wikipedia.org

Principles of Marketing

Kotler & Armstrong

The Designer’s Guide to Brand Strategy

M Damien Newman

No Logo

Naomi Klein

www.brandchannel.com

www.lovemarks.com

www.adbusters.org

en.wikipedia.org