This 10-minute presentation I've put together is short on jargon and rich in actionable design and branding techniques that make the world's most compelling brands stand out from the crowd and away from the path of commoditization. By utilizing these naturally chemically inducing techniques, your brands, presentations, and speeches will create better memories. Ultimately, products, marketing, design and their relative experiences are in the memorable experiences business, and millions of people will see our work, so make them feel something. Let me know what you think and if you'd like to hear the full talk. Radu Ranga, Head of design for marketing and brand

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Emotional Engineer(ing)
A 3 step scientific recipe for creating emotive experiences through
branding and design.

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DESIGNERS ARE IN THE
MEMORY BUSINESS

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POWERFUL MEMORIES ARE CREATED THROUGH
EMOTIVE EXPERIENCES

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GOOD MARKETING AND DESIGN CREATE
EMOTIVE EXPERIENCES AUDIENCES WILL
REMEMBER

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DopamineTriggered by reward.
1

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NorepinephrineTriggered by surprise.
2

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AcetylcholineTriggered by giving the viewer a chance to reset/re-
focus.
3

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Brands are like people

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They are multifaceted...
but need to be identified by a core framework

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Details matter, millimeters matter

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Good ideas are passionate

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Good ideas sound good

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A good idea is concise and can be easily described
in one sentence.
Open happiness

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A truly revolutionary idea...

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...scares you, at first

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David Turner – “we’re primarily
going to use the iconic bottle for
the Coca-Cola redesign”
(on thousands of design pieces).

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A good brand idea is a single minded strategy

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HOPE
Design: Sol Sender

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A good brand idea is comprised of multi-
faceted tactics

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A good design idea is contagious
< should be

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It’s not what you say it is, it’s what they say it is

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Ideation, Design and Brand Voice: Radu Ranga for Turner Duckworth

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A good design idea has legs

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Ideation, Design and Brand Voice: Radu Ranga for Turner Duckworth

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A good idea is a simple drawing

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If the idea is executional, it should work in
a very simple sketch or, in this case, a bad drawing
by yours truly.

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Design: Radu Ranga for Turner Duckworth

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Drawing by: Samantha Longley (3 years old)

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Ancient Pictograms for Man and Woman. Design: Ancient Egyptians

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Here is a well known, modern day pictogram, of man
and woman: Otto Neurath’s Isotype – a symbolic
way of representing quantitative information via
easily interpretable icons – the basis for many of our
international airport symbols.

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And this is another great example of how a good idea is
infectious... Design: Turner Duckworth

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Good design ideas are a joke

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A good idea engages the mind to complete the notion.
Like a joke, the audience should “get it.” Design: Radu Ranga for Turner Duckworth

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Or a cliché

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...with a twist

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Design: Kempertrautmann

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Good ideas make unexpected connections

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Good ideas...

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live and die,
in execution

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Names are more important than logos

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They exist in the mind, and in the ‘gut’

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Edit, edit, edit

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Stefan Sagmeister -
Showing too many designs is lazy thinking.

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No patented idea process

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www.raduranga.com
415-307-0861radu.ranga@gmail.com

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The art and science of memory and recall.
There is some interesting science on why some communications are memorable, easy to understand, and delightful;
The brain, under the right communication stimulus – for our purposes all of a brand’s touch points from product to packaging to
customer service – produces neuro-modulators that enhance the mind’s ability to be attentive, receptive and cognitive which leads
to
There are 3 neuro-modulators that are key in facilitating these processes, for the sake of focus these examples are design related.
1. Dopamine: Triggered by reward.
Much like a joke, decoding a design and the satisfaction that comes with it triggers the release of dopamine. Designs and communication that utilize an interactive thought which is completed in the
mind of the audience will resonate much more than those that give everything away at a glance.
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2. Norepinephrine: Triggered by surprise.
The delightfully unexpected, not to be confused with irrelevant, will not only bring a smile to your audience but also bring them back to you for more. Note: Dopamine and Norepinephrine not only
makes you feel good, it’s actually good for you, this is, in part, why they say laughter is the best medicine.
+
3. Acetylcholine: its release is triggered by

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If you’re creating a name use:
Distinctiveness
Brevity
Easy spelling and pronunciation
Likability
Extensibility
Protectability
If you already have a name use:
Positive associations (hope)
Recognition (use it in a unique
way)
Creating A Name Source: Marty Neumeier