Vodafone Brand Academy

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  • Vodafone Brand Academy

    1. 1. Brand Identity Brand Academy Vodafone Dublin 24 november 2008 Martien Heijmink
    2. 2. Brand identity <ul><li>dimensions </li></ul>
    3. 3. identity
    4. 4. identity brand
    5. 5. identity brand management
    6. 6. identity brand management marketing communication design
    7. 7. communication brand marketing identity management design typography photography strategy consumers colour printing web 2.0
    8. 8. design management marketing communication pr culture typography hr leadership printing politics strategy Legal affairs packaging presenting consumer research brand positioning Aaker experience economy audit brandmanagement brand equity briefing agencies co-branding corporate identity consistenty creativity budget endorsement esthetics image npd internal branding kapferer designproces competition Porter vision mission webdesign ugc crowdsourcing photography photoshop trendwatching advertising procesmanagement brand personality Peters perception dtp design history implementation
    9. 9. The Jedi Army Knife
    10. 10. Uomo Brand identityversalis
    11. 11. Brand identity <ul><li>definition </li></ul>
    12. 12. Definition <ul><li>Visual (brand) Identity </li></ul><ul><li>Corporate identity </li></ul><ul><li>Brand Identity </li></ul><ul><li>Brand design </li></ul><ul><li>House style </li></ul><ul><li>Logo-logotype-brandmark-wordmark </li></ul>
    13. 13. <ul><li>Visible elements of a brand (such as colors, design, logotype, name, symbol) that together identify and distinguish the brand in the consumers' mind. </li></ul>
    14. 15. Evolution
    15. 17. Culture
    16. 18. Logo <ul><li>Appreciated for it’s artistic form and what it achieves on it’s very own </li></ul><ul><li>In a business sense – far more important – the centerpoint of a compelling and unique language </li></ul><ul><li>No logo is an island </li></ul>
    17. 21. “ With just very little information,our brain is able to recognize a symbol. Fast activation of our brain is important for judging new situations This first hunch, this idea or this opinion is based on our knowledge about the way the world is organised and is based on earlier experiences.”
    18. 28. Logo A logo is a visual ‘trigger’ for a brand, product of service
    19. 29. What is a brand?
    20. 30. What is a brand? <ul><li>A brand is in the mind and heart of people </li></ul><ul><li>A brand is a network of associations with a name or a symbol </li></ul><ul><li>A logo or a name is no more than a ‘trigger’ to those associations </li></ul>
    21. 31. Brands are references brands and brand identities help us to translate and select the infinite number of signals which we’re confronted with every day
    22. 32. Why are brands important <ul><li>To much choice and to little time to choose </li></ul><ul><li>Most product or services have the same quality or deliver the same </li></ul><ul><li>Main criterium for purchase is ‘trust’ </li></ul>
    23. 33. Logo <ul><li>Appreciated for it’s artistic form and what it achieves on it’s very own </li></ul><ul><li>In a business sense – far more important – the centerpoint of a compelling and unique language </li></ul><ul><li>No logo is an island </li></ul>
    24. 36. Trends
    25. 40. “ In the past, corporate identity was about control and consistency. With too much control, people tend to forget about content. In the era of blogging, social networking and user-generated content … a bit of flexibility is essential.“ (Wolf Olins) Dynamic Brand Identity
    26. 41. <ul><li>It’s official. The age of the static brand is coming to an end. Organisations, companies, institutions, even charities are realizing that having identity schemes that ‘flex’ and adapt to circumstances are more appropriate in the multi-channel, multi-lingual world that brands now inhabit. </li></ul>
    27. 42. Over-controlled brands are starting to look stiff and old-fashioned, but not all clients (and certainly not all design companies) have yet woken up to this latest shift. (Johnson Banks)
    28. 43. As brands become less the property of an organisation and more the banner of a movement, ownership will become even looser. Logos will be things other organisations, and individuals, can borrow and adapt.
    29. 48. Corporate Identity for Casa di Musica, by Stefan Sagmeister
    30. 49. Graphical views of the building
    31. 50. From the different views of the building, a system of logos is created.
    32. 51. Through the different views of the building, 17 facets are defined — from those a 17-point color-picking mechanism is created.
    33. 52. Need we say that the possibilities are endless?
    34. 53. And what would a mutable identity be without its own customized software?
    35. 57. Copycats, look-alikes, plagiarism and other side-effects of web 2.0
    36. 58. iPhone sciPhone
    37. 70. ‘ fodavone’
    38. 81. Vodafone in the blogosphere

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