Ideo brand analysis


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Analysing the brand if Ideo the renowned design agency that has immensely contributed to contemporary design.

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  • Man is a social animal: importantly: Consumers
    They have characteristics of their own and thus attract those consumers who have similar traits.
    These attributes enable them to not only meet the physical needs of people in the form of products and services but also address needs at emotional levels.
  • These attributes enable them to not only meet the physical needs of people in the form of products and services but also address needs at emotional levels.
    IDEO on the other hand has contradicted this theory and has expanded from just products and engineering to experience design. More importantly it has capitalised on the essence of its service, which is about being empathetic towards its end user, in every sense of their business.
  • Ideo brand analysis

    1. 1.  Brand Analysis IDEO Integrated Brand Management Sancharee Saha 17th January 2013
    2. 2.  Who is IDEO  Brand Analysis Framework  Initial and Revised  Consumer Cost  Convenience  Communication  Content  Conclusion & Recommendations
    3. 3. Who is  22-year-old innovation and design consultancy ? formed by the joined forces of Bill Moggridge, Mike Nutall and David Kelly in 1991  Uses a human-centered, design-based approach to help organizations in the business, government, education, healthcare, and social sectors innovate and grow’ (IDEO, 2013).  Angela Wilkinson, Head of special projects at Shell “engineers feel the need to reject the emotional aspect of creating products as for them, emotion implies losing control.
    4. 4. 4Cs of Branding Inspired by 4Ps of Marketing Product Price Place Promotion Brand Analysis Framework A framework to understand the Internal view of IDEO’s external Business environment Perceived View Portrayed View
    5. 5.  Human-centered design process  Brand positioning through empathy towards its consumers.  Awards in product design endorse their methods and also advertise their success  Attracts Consumers  Design Students  Entrepreneurs  Industry Professionals  Prospective employees  Public
    6. 6. Cost Perceived Value Celebrity Spokesperson Perceived Value  Express their proposition consistently.  Helps them to understand the customer purchase behaviour  Helps to make their products or services less substitutable
    7. 7.   Expanding its services for better business also provides convenience to its existing and prospective customers.  Convenience 11 locations all over the world Open new offices in hometowns of home-sick employees who want to stay with IDEO- High employee satisfaction
    8. 8.  Online Presence      Twitter Facebook Youtube Vimeo Instagram  Brand Architecture Communication    
    9. 9. Although from the outside some brands may look as though they are conquering the world , all brands are always insecure  Openness about their method = -Wally Olins  Has presence in various countries. Confidence  Employees not paid well = Brand Image  IDEO is not perceived as a ‘brand’  Who is really in charge? Conclusion and Recommendations Project managers from different cultures need to keep the brand values consistent.  Email and Twitter contact with IDEO
    10. 10. Bibliography  Brown, T (2009) Change by Design. New York : HarperCollins  BROWN, T (2008) Design Thinking. Harvard Business review (June) pp. 1-9  COOPER, R and PRESS, M (1995) Design Agenda. Chichester : Wiley  DUST, F (2008) London : a field guide for the curious. San Francisco : Chronicle Books  FREDMAN, C (2002) The IDEO Difference. Hemispheres (August) pp. 52-57  RAPIDBI (2007) Deep Dive brainstorming technique, an innovative process for organizational development [WWW] RAPIDBI. Available from: [Accessed 10/01/2013]  DAWSON, T (2013) The Drivers Of Brand Storytelling Strategy [WWW] Branding Strategy Insider. Available from: [Accessed 8/01/2013]  MCCLEAN, R (2012) The 4 C's versus the 4 P's of Marketing [WWW] Custom Fit Communications Group Inc. Available from: [Accessed 9/01/2013]  BHASIN, H (2011) Alternate Marketing mix – Four C’s of Marketing [WWW] Available from: [Accessed 9/01/2013]  VIRTUAL ADVISOR (2000) Designed Chaos - An interview with David Kelley, founder and CEO of IDEO [WWW] Virtual Advisor. Available from: [Accessed 11/01.2013]  IDEO (2013) IDEO Fact Sheet [WWW] IDEO. Available from [Accessed 8/1/2013]  KELLY, T (2001) The Art of Innovation. London : HarperCollinsBusiness  KELLY, T (2006) The Ten Faces of Innovation. London : Profile  LOCKWOOD, T (2010) Design Thinking. New York, NY : Allworth Press  LURY, G (2001) Brandwatching, Lifting the Lid on Branding. Ireland: Blackhall Publishing  MOZOTA, B (2003) Design Management. New York : Allworth  MYERSON, J (2004) Masters of Innovation. London: Laurence King Publishing Ltd.  OLINS, W (2003) On Brand. London : Thames & Hudson  RIEZEBOS, R (2003) Brand Management. Harlow : Financial Times Prentice Hall  ROCHA, M (2012) Brand Valuation, a versatile, strategic tool for business. Interbrand. pp. 2-7  VANAUKEN, B (2007) The Brand Audit [WWW] Brand Strategy Insider. Available from: [Accessed 9/01/2013]  KELLEY, T (2013) How to design breakthrough inventions [WWW] CBS News. Available from: [Accessed 10/01/2013]  SHAUGHNESSY, A (2002) IDEO focused on the end-user. Printed Circuit Design, 19(3), pp. 50-51.
    11. 11. Thank you Questions? 