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The art of creating desire


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Presentation for members of the Hub Amsterdam about how you starting businesses can profile themselves in the market. Making use of the theory about core values, positioning and brand strategies.

By Jan Jelle van Hasselt (Wit Communicatieadviseurs) and Duncan Baumbach (CAP
Concepts in Design)

Published in: Business, Design
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The art of creating desire

  1. 2. [email_address] Tel 06 538 050 96 [email_address] Tel 06 349 852 34
  2. 13. <ul><li>Some first reflections about the website: </li></ul><ul><li>Clear and strong layout in which the products are the hero </li></ul><ul><li>Photoshoot with quality pictures which present the products ‘in use’ and in a desirable way. </li></ul><ul><li>Newsletter subscription as a way to start new relations </li></ul>
  3. 14. <ul><li>Some second reflections about the website: </li></ul><ul><li>Unclear navigation </li></ul><ul><li>No content in the section ‘fair trade and gold’ </li></ul><ul><li>Products are shown on their own – </li></ul><ul><li>no direct link with core values </li></ul><ul><li>Products are labeled with sterile codes ‘necklace SSN002’ </li></ul><ul><li>Price requirement through email creates barreer </li></ul><ul><li>No possibilities for impulsive buying (webshop) </li></ul><ul><li>No ‘web 2.0’ connection to social media platforms </li></ul><ul><li>Lacking history/background about Ramjuly </li></ul>
  4. 15. <ul><li>Core values </li></ul><ul><li>Desirable </li></ul><ul><li>Artistic </li></ul><ul><li>Craftmanship </li></ul><ul><li>One of kind </li></ul><ul><li>Organic </li></ul><ul><li>Ethic responsible </li></ul><ul><li>Consciousness </li></ul><ul><li>Visual identity and Corporate story must reflect these values: </li></ul><ul><li>Promise and Proof </li></ul>Omipresent values within the category Distinctive for Ramjuly
  5. 16. <ul><li>Main target group: </li></ul><ul><li>Female </li></ul><ul><li>Age 30+ </li></ul><ul><li>Middle class and above </li></ul><ul><li>Educated </li></ul><ul><li>Environmental aware </li></ul><ul><li>Artistic </li></ul>
  6. 17. <ul><li>Our suggestions for action: </li></ul><ul><li>Website: introduce a clear navigation </li></ul><ul><li>Website: start a webshop, including a pricelist </li></ul><ul><li>Website: make room for corporate story </li></ul><ul><li>Website: show products more in context </li></ul><ul><li>Give products an appealing name </li></ul><ul><li>Be present in social media </li></ul><ul><li>Redesign visual identity </li></ul>
  7. 20. <ul><li>Present logo: to which extent does it reflect the core values? </li></ul>Organic, Artistic and one of a kind?
  8. 21. Present Proposed