Adrian Day "User Experience or Brand Experience" - LBi Masterclasses June 11

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Adrian Day
"User Experience or Brand Experience"
June 2011

LBi Masterclasses
This is the first in a series of LBi Masterclasses designed to inspire, educate and provoke debate. Gain masterful insights from practitioners and experts in various fields. And put theory into practice in our follow-up workshop.

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  • The Academic health Science Centre concept is the UK take on the close collaboration between research, teaching and clinical delivery of patient care. Perhaps the best examples in the world can be seen in places like Johns Hopkins in Baltimore. Or Karolinska.As you can see, in 2007, King’s College London started the process of coming together with some of London’s most famous teaching hospitals.They recognised at the outset that the naming and branding of the new organisation would not only form a crucial element in its long term success, but also that the process of developing the brand, consulting and bringing staff along would help the development of the organisation itself.
  • The Academic health Science Centre concept is the UK take on the close collaboration between research, teaching and clinical delivery of patient care. Perhaps the best examples in the world can be seen in places like Johns Hopkins in Baltimore. Or Karolinska.As you can see, in 2007, King’s College London started the process of coming together with some of London’s most famous teaching hospitals.They recognised at the outset that the naming and branding of the new organisation would not only form a crucial element in its long term success, but also that the process of developing the brand, consulting and bringing staff along would help the development of the organisation itself.
  • The Academic health Science Centre concept is the UK take on the close collaboration between research, teaching and clinical delivery of patient care. Perhaps the best examples in the world can be seen in places like Johns Hopkins in Baltimore. Or Karolinska.As you can see, in 2007, King’s College London started the process of coming together with some of London’s most famous teaching hospitals.They recognised at the outset that the naming and branding of the new organisation would not only form a crucial element in its long term success, but also that the process of developing the brand, consulting and bringing staff along would help the development of the organisation itself.
  • We were appointed in 2007 to help them with this process.A process that involved among other things, world wide qualitative interview based research and UK based focus groups with stakeholder groups.
  • The research indicated brand equity in the King’s name.In London.And the combination of the partners, including not only the university, but also the teaching hospitals , one of the UK’s leading mental health trusts and the world famous Institute of PsychiatryPointed to a positioning …
  • This is the heart of the brand’s visual expression.As we have already seen, there is a balance to be struck between the heritage of the long established and famous institutions coming together and the vision of cutting edge research being translated into better patient care.The use of a DNA related image references the crucial role that Rosalind Franklin and Ray Gosling at King’s College London played in the discovery of the double helix and that genetics is now playing in biomedical research.  
  • The brand can be supported by its member organisations
  • Or it can support themThat’s a hospital sign, showing the brand endorsement
  • To build up a coherent and cohesive brand experience
  • Adrian Day "User Experience or Brand Experience" - LBi Masterclasses June 11

    1. 1. USEREXPERIENCEORBRAND EXPERIENCE? A MasterclassAdrian Day in brand strategyBrand consultant todayadrian@vermilionadvisers.com07990 594593http://uk.linkedin.com/in/adriancday
    2. 2. 1 What’s a brand?2 Brand strategy – theory and practice3 Brand experience to user experience 9th June 2011 Adrian Day // User experience or brand experience?
    3. 3. 1 WHAT’S A BRAND? 9th June 2011 Adrian Day // User experience or brand experience?
    4. 4. A brand is…?Not a logo or a name but an organisation’s reputationand a commitment to certain standardsBrands are created in the minds of people… and (should be) delivered by every individual in theorganisation 9th June 2011 Adrian Day // User experience or brand experience?
    5. 5. A brand is a living entity and it isenriched or underminedcumulatively over time, the productof a thousand small stepsMichael Eisner, former CEO of Disney 9th June 2011 Adrian Day // User experience or brand experience?
    6. 6. A brand is… 9th June 2011 Adrian Day // User experience or brand experience?
    7. 7. … a thousand small gestures! Merchandising Services Word of mouth PR Call centre Promotions New product Sponsorship Advertising development Social media Products Publications and literature New service Communications Products & development Services BRAND ESSENCE Place People Retail Websites customers Business customers Production facilities Community Offices, reception areas & Business partners meeting rooms Employees Community Suppliers 9th June 2011 Adrian Day // User experience or brand experience?
    8. 8. 2 BRAND STRATEGY THEORY AND PRACTISE 9th June 2011 Adrian Day // User experience or brand experience?
    9. 9. Brands have real value 9th June 2011 Adrian Day // User experience or brand experience?
    10. 10. For a brand to be strong, it must be Appealing Different & & Relevant Know about to from its audience the competition 9th June 2011 Adrian Day // User experience or brand experience?
    11. 11. Brand success drives business success + + 128% + 289% Differentiation - + + 1% Relevance - 9th June 2011Source: S&P: Change in EBIT over 3 years Adrian Day // User experience or brand experience?
    12. 12. How do you create a brand?A corporate brand is made up of a kit of parts includingvision, values, proposition, positioning and personalityBrand expression is what brings the brand alive – Thename, visual identity and communications – includingwebsite, social media, public relations, public affairs,employee engagementReputation is how people perceive the brand 9th June 2011 Adrian Day // User experience or brand experience?
    13. 13. Still in control?In the past companies could ‘manage’ their brandinterface – today they have less control30 million Britons have a Facebook presence.Almost a third of people who use social media arelikely or very likely to post comments to express theiropinions about a brand or company.Sopotentially 10 million people are ready to expresstheir opinion via social media channels.YouGov online survey 24.5.11 9th June 2011 Adrian Day // User experience or brand experience?
    14. 14. The important bits of a brandPropositionthe offer and benefits of that offerPositioning These aren’thow the brand relates to other brands alwaysValues explicitlythe qualities that make the brand appealing definedPersonalityhow the brand behavesArchitecturethe visual relationship between different brands 9th June 2011 Adrian Day // User experience or brand experience?
    15. 15. How brands position themselves Tangible Intangible 1 2 3 4 5 6 ExperienceInfrastructure Products Process Personality Purpose/BenefitWHERE YOUR ARE & Services HOW DO YOU DO IT WHO ARE WE WHY YOU DO IT WHAT’S THE WHAT YOU OFFER EXPERIENCE World class Hardware & software Optimum The challenger Better coverage Cool design logistics engineered to work search together 9th June 2011 Adrian Day // User experience or brand experience?
    16. 16. Here’s one we did earlier… 9th June 2011 Adrian Day // User experience or brand experience?
    17. 17. BackgroundAcademic Health Science Centres (AHSC), aGovernment initiative aimed at replicating the modelcollaborations between research-led universities and topclinicians in such centres as Johns Hopkins andKarolinska.King’s College London and three leading Hospital Trusts: Guy’s and St Thomas’ King’s College Hospital South London and MaudsleyUnited to form a new AHSC 9th June 2011 Adrian Day // User experience or brand experience?
    18. 18. The brand challengeHow should the new entity be branded?What should its positioning and personality be(university, established hospital, something new?)?What should its relationship be with the componentparts?What should it be called?How should it express itself? 9th June 2011 Adrian Day // User experience or brand experience?
    19. 19. Brand definitionExtensive worlwide and UK research exploring brand equity in the partnerbrands. - 50 international and UK depth interviews - Focus groups covering post-graduate students, patients, stakeholders such as GPs, PCTs and local authorities, governors and board membersClear that the driving purpose of the new organisation would always bebetter patient outcomes.Research showed worldwide academic equity in the King’s name. ‘London’,as a richly diverse world city, also had value in its own right.But strong internal loyalty to existing brands.The AHSC should be a supporting brand, but would also need to be aleading brand in it sown right 9th June 2011 Adrian Day // User experience or brand experience?
    20. 20. Developing the brandThe combination of: - King’s College London’s spread of health and health related schools - Three of London’s greatest teaching hospitals - One of the best mental health trusts in the UK and the internationally famous Institute of PsychiatryPointed to a uniquely comprehensive offering: - Better research, care, teaching and training for the body and mind - Delivered in London, for the ultimate benefit of the world 9th June 2011 Adrian Day // User experience or brand experience?
    21. 21. What is in the brand? Whole Person Translational Research Concentration on physical, mental and emotional health. Improving the speed, And broader issues of efficiency and effectiveness medical ethics, medical law, of health research. public health Better health and well-being London Medical and the World Advances Working together in London, Improving care, treatment a world city, to deliver the and prevention of health best care for local patients, problems for individuals and in all their diversity society alike. 9th June 2011 Adrian Day // User experience or brand experience?
    22. 22. Defining the brandPositioningBetter health and well-being by integrating world class research, care and teachingPropositionKing’s Health Partners brings together in London the world’s best in research, careand teaching t pioneer better ways of advancing health and well-beingVisionTo be a world leader in improving health and well-beingValuesWe put patient care at the heart of everything we do, attracting and developing thebest people, collaborating to translate pioneering research into new standards ofhealthcare for London and the world 9th June 2011 Adrian Day // User experience or brand experience?
    23. 23. Brand message platformStraplinePioneering better health for allDescriptorKing’s Health Partners is one of the world’sleading Academic Health Sciences Centres 9th June 2011 Adrian Day // User experience or brand experience?
    24. 24. 9th June 2011Adrian Day // User experience or brand experience?
    25. 25. http://www.kingshealthpartners.org 9th June 2011 Adrian Day // User experience or brand experience?
    26. 26. 3 BRAND EXPERIENCE TO USER EXPERIENCE 9th June 2011 Adrian Day // User experience or brand experience?
    27. 27. Brand experience to user experienceTranslating the brand into a digital experience?Think different Imagination at Smarter planet work 9th June 2011 Adrian Day // User experience or brand experience?
    28. 28. DeloitteThe ‘human brand’?At Deloitte we understand our brand as anopen platform. With blogs, internal fora,Facebook apps etc we not only allow butactively encourage our people to create,shape and run with our brand.Chief Marketing Officer 9th June 2011 Adrian Day // User experience or brand experience?
    29. 29. Different?Ernst & Younghttp://www.ey.comKPMGhttp://www.kpmg.comPWChttp://www.pwc.co.uk 9th June 2011 Adrian Day // User experience or brand experience?
    30. 30. EasierAppealing and relevant for most people40% of prospects willing to switch to ING if it waseasier than its competitorsAn internal organising concept 9th June 2011 Adrian Day // User experience or brand experience?
    31. 31. No one tries harder for customersTreat people how we like to be treatedTesco values sit at the hearth of our business andhelp us deliver our core purpose – to create value forcustomers to earn their lifetime loyalty. 9th June 2011 Adrian Day // User experience or brand experience?
    32. 32. Our mission:To enrich people’s lives with programmes andservices that inform, educate and entertain.Our vision:To be the most creative organisation in theworld. 9th June 2011 Adrian Day // User experience or brand experience?
    33. 33. All the same?ISO 9241-2106 key principles that will ensure your design is user centred: -The design is based upon an explicit understanding of users, tasks and environments. -Users are involved throughout design and development. -The design is driven and refined by user-centred evaluation. -The process is iterative. -The design addresses the whole user experience. -The design team includes multidisciplinary skills and perspectives. 9th June 2011 Adrian Day // User experience or brand experience?
    34. 34. Same principles, different brands?
    35. 35. How?-Clearly define the customer experience to reflect the branddefinition. What does ‘helpful’, ‘entertaining’, ‘intelligent’ look like?-Research with audiences – what are their expectations? How dothey interpret the brand?-Benchmark against competitors and best practice peers-Sense check with audiences - how do they perceive theexperience?-Review regularly-Evolve with the brand 9th June 2011 Adrian Day // User experience or brand experience?
    36. 36. THANK YOU

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