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Company and Nation Branding


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A short presentation on how company branding can be used in so called nation branding

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Company and Nation Branding

  1. 1. Company Branding and NBI a (design) story Edwin van Vianen6/2/2012 © SILCGLOBAL 2012
  2. 2. Content• Design…………..?????• Brand• Brand Hierarchy; Philips• Brand Hierarchy for a Nation• Experience• Take aways © SILCGLOBAL 2012 2
  3. 3. Design???• Design Thinking: Applying the sensibility and methods of design to problem solving, whatever the problem is Optimism Empathy Experiment Coherence Cooperation• What does that mean for you: – Placing customers at heart of solutions – Rapid iterative process – Practical & Innovative solutions – Acceptance of stakeholders © SILCGLOBAL 2012 3
  4. 4. BrandWhat makes a brand a leading brand?1. Articulate and indoctrinate the brand2. Leverage Design3. Innovate4. Connect EmotionallyWhy a brand?To attract and retain customersTo differentiate from competitors © SILCGLOBAL 2012 4
  5. 5. Brand Hierarchy (Philips) Brand• Designed around you Designed around you, be insightful• Easy to experience Simplicity Easy to experience, be clear• Advanced Advanced, be surprisingly clever• CL Sector Exploration not explanation• Lighting Learnable not learning• Healthcare Playful yet not childish Clear; communicates clearly what• Insights Value Propositions (per sector) the product is and how it works. Useable; it is easy to read,• Propositions understand and use Gives me enjoyment everyday when I use my product Touchpoints Fluid, Responsive, Seamless, Magic, Symbolic, Natural, Liberating, Precise © SILCGLOBAL 2012 5
  6. 6. Brand Hierarchy for a Nation Brand• NB Index e.g. • People Where business meets culture Where government is your partner • Governance Hospitality is in our DNA • Culture and Heritage Work hard play hard (Value propositions) Region Where people like to explore Client is king Synergy Your output is our input Value Propositions (per City) 24/7, universities, infrastructure, high tech sites, flexibility, leading in technology Touchpoints Art, playful, direct, results, speed, sense of urgency, commitment © SILCGLOBAL 2012 6
  7. 7. Creating an experience It’s all about creating an experience that is: • Compelling • Authentic • Consistent © SILCGLOBAL 2012 7
  8. 8. Take aways• A hierarchy gives a framework for creating overall brand expressions and value propositions from country, to region, to city (a.k.a. place branding)• Creating a hierarchy will help generating varied and appropriate brand expressions• Brand experience must be consistent across touch points for (potential) customers• A brand is not static and can evolve over time• Design thinking will support the process of brand and value creation e.g. effectiveness & efficiency, innovation, customer insights• Design thinking can enhance the impact and quality of nation, region, and city branding their expressions and value propositions. © SILCGLOBAL 2012 8