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How to connect emotion to a sport brand?

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How fit is your brand? …

How fit is your brand?

Brands must earn their wings for their positioning in the market, and then stay in shape and be vital. That’s why we designed a Brand Bootcamp, an interactive brand session, in which we strip and build on specific issues within the complex brand challenges that you are facing.

In this case we were invited by the Dutch Olympic Committee*Dutch Sports Federation (NOC*NSF) to organize a brand bootcamp. In an interactive setting we have discussed our outsiders point of view, our brand analysis, ideas, inspiration and conclusions. We hope our inspiration serves as a starting point for the further development of the NOC*NSF brand.

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  • 1. How to connect emotion to a sport brand? by Frank Gouwy & Marco-Paul de Jeu In April 2013 we have organized a Brand Bootcamp at NOC*NSF. Please notice that we have removed all confidential and strategic information about the NOC*NSF from the original presentation. Brand Bootcamp@NOC*NSF
  • 2. Get Ready to Rock The start of change. When your brand is caught between a rock and a hard-place, an outsiders point of view can help you speed up the process of renewing your brand and defining your point of difference. Through a series of brand workshops we help clients to analyze their brand and craft their vision into a creative reality. By challenging the status quo we bring in fresh ideas that can make change really happen. If you are interested in your brand adventure, we would be very pleased to take you on a journey.
  • 3. How to create a strong emotional connection to the NOC*NSF brand that stimulates sport participation among the Dutch? BACKGROUND
  • 4. How to create relevance?
  • 5. NOC*NSF
  • 6. What does NOC*NSF mean to me personally at an emotional level?
  • 7. NOC*NSF helpt de ideale omstandigheden te creëren voor topsporters. NOCNSF.NL #OS2010
  • 8. WINNING TOGETHER NATIONAL OLYMPIC COMMITEE SPORT ASSOCIATIONS DUTCH PAPENDAL OLYMPIC GAMES INSTITUTION PROFESSIONAL SPORTS
  • 9. NOC*NSF = OLYMPIC DREAM (however this doesn’t motivate every person)
  • 10. BINDS STIMULATES ACTIVITY SPORTIVE MAKES PROUD PERSONAL INSPIRES ME DRIVEN CLOSE BY MOTIVATION OLYMPIC(PROFESSIONAL) SPORTS
  • 11. How to translate the brand promise into the brand design? KEY QUESTION
  • 12. CHALLENGE
  • 13. 12.750.000 people (growth of 1.700.000 people)
  • 14. Primary TertiarySecundary Sports interested people Not sports interested people The NOC*NSF brand is seen by everybody. Campaigns and communication can be targetted to specific groups.
  • 15. Who do you want to target? TARGET GROUP
  • 16. STRONGBRANDS
  • 17. Purpose Relevance Brand Signals WHY HOW HOW WHAT Differentiation
  • 18. Purpose Relevance Brand Signals WHY HOW HOW WHAT Differentiation
  • 19. Brands are associations that people have with a logo or brand name.
  • 20. Start with why - Simon Sinek
  • 21. Why?
  • 22. Why do you work at NOC*NSF? What drives you, what are your beliefs, and what do you want to change and achieve?
  • 23. Purpose Relevance Brand Signals WHY HOW HOW WHAT Differentiation
  • 24. 1 Find your focus. 2 Define your claim. 3 Become remarkable. 4 Tickle your audience. Design your image
  • 25. 1 Find your focus. 2 Define your claim. 3 Become remarkable. 4 Tickle your audience. Design your image
  • 26. 1 Find your focus. 2 Define your claim. 3 Become remarkable. 4 Tickle your audience. Design your image
  • 27. 1 Find your focus. 2 Define your claim. 3 Become remarkable. 4 Tickle your audience. Design your image
  • 28. Brand Map Brand Promise Brand Values Brand Value Brand Value Tone of voice Brand Associations Brand Value Brand Value Tone Tone Tone ToneTone Tone Tone Tone Brand Association Brand Association Brand Association Brand Association
  • 29. Brand Map Brand Promise Brand Values Brand Value Brand Value Tone of voice Brand Associations Brand Value Brand Value BRAND IDENTITY BRAND IDENTITY BRAND IDENTITY BRAND IDENTITY Tone Tone Tone ToneTone Tone Tone Tone Brand Association Brand Association Brand Association Brand Association
  • 30. Brand Map Brand Promise Brand Values Brand Value Brand Value Tone of voice Brand Associations Brand Value Brand Value BRAND IDENTITY BRAND IDENTITY BRAND IDENTITY BRAND IDENTITY B-2-B campaigns B-2-C campaigns Online Facebook Tone Tone Tone ToneTone Tone Tone Tone Brand Association Brand Association Brand Association Brand Association Stationary PR & VNRs Event branding Promotional materials Twitter Office branding
  • 31. What is the benefit of NOC*NSF to your target group compared to your competitors.
  • 32. Purpose Relevance Brand Signals WHY HOW HOW WHAT Differentiation
  • 33. Create a necessity.
  • 34. Make it personal.
  • 35. Create competition.
  • 36. Let professionals connect.
  • 37. Create fun.
  • 38. Purpose Relevance Differentiation Brand Signals WHY HOW HOW WHAT
  • 39. Brand signals are all the elements that add to the differentiation of a brand.
  • 40. Brand Signals: Logo: name, symbol, icon, shape Pay-off, tagline Typografy, font Colour, colour scheme Sound: audio logo, tune, voice over Interactivity Product design, service Presenters, endorsers Tone, style, attitude Smell, taste, touch Price
  • 41. Clear Simple Recognizable Remarkable Inspiring
  • 42. NOC*NSF helpt de ideale omstandigheden te creëren voor topsporters. NOCNSF.NL #OS2010
  • 43. THE BEST YOU CAN BE NOC*NSF
  • 44. LET’SROCK! marcopaul@caperock.tv Marco-Paul de Jeu Strategy Director