1.
VATTER & JORDAN
BRAND SERVICES
– A USER CENTRIC
MARKETING TOOL
CHRISTIAN VATTER & MARTIN JORDAN,
NEXT 2014

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VATTER & JORDAN
WHAT TO EXPECT?
– Hear about a new tool that complements traditional forms
of communication
– See how service design & brand communications
can be combined in an ideal way
– Learn how to create value for people and for brands at the
same time
– Get to know the framework and the process in practice
– Build a Brand Service yourself
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CHRISTIAN VATTER,
MARKETING PSYCHOLOGIST
& PARTNER AT
LHBS CONSULTING
10 years experience in
brand consulting &
communication strategy
Creative Business Development

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MARTIN JORDAN,
SERVICE & BRAND
EXPERIENCE CONSULTANT
Working for HERE,
Nokia’s location business,
previously in branding

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LET’S TALK ABOUT COMMUNICATION

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Who deliberately watched TV ads recently?
QUESTION
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Who ever felt stalked by targeted ads?
QUESTION
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Who thinks ‘native advertising’
is the road to success?
QUESTION
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There is a war going on
for people’s attention.
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The goal: to get messages across.

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LET’S TALK ABOUT PEOPLE

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GROWING NUMBER OF COMPETING SPARE TIME OFFERS

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SO MUCH CONTENT TO CHOOSE FROM
every minute 60 hours of new youtube videos
per day over one billion facebook posts
every day more than 5 million photos uploaded to Instagram
1.300.000.000 cute cat photos on the internet (estimate)
630.000.000 active websites on the internet
http://www.worldwidewebsize.com
http://news.netcraft.com/archives/2013/01/07/january-2013-web-server-survey-2.html
http://youtube-global.blogspot.de/2012/01/holy-nyans-60-hours-per-minute-and-4.html
http://thesocialskinny.com/100-more-social-media-statistics-for-2012/
http://diaryofnumbers.blogspot.de/2010/09/i-can-haz-estimation.html

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SO MANY NEW PRODUCT & SERVICES EVERY DAY TO USE
Source: www.socialmatchbox.com/wp/2010/09/21/dont-play-the-customer-shell-game/

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„A wealth of information creates a
poverty of attention“ (Herbert Simon)

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WE LIVE IN TIMES OF ABUNDANCE
available time
choices

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need for
attention
THE MARKETING DILEMMA
too many
things asking
for attention

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Attention is becoming the most
valuable asset we have.
Everybody asks for it, but only few
are rewarded with it.
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I want you to listen
and understand. What‘s in it for
me?
Illustration (figures): Marty Neumeier/Heather McDonald

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A SIMPLE SOLUTION
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Marketing
needs
User
needs

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A SOLUTION
TO BALANCE OUT BRAND
AND USER NEEDS

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TRADITIONAL MARKETING HAS A PROBLEM …
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Painting: Michiel van der Born

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… THAT A HUMAN-CENTERED APPROACH CAN SOLVE.
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SERVICE DESIGN IS GREAT AT DELIVERING ON USER NEEDS …
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… BUT IT USUALLY DOESN’T TAKE THE BRAND INTO ACCOUNT
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MARKETING COMMUNICATION KNOWS
HOW TO GIVE A BRAND PROMISE …
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… BUT IS EXTREMELY BAD AT CREATING VALUE FOR PEOPLE
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WHY NOT COMBINE THE APPROACHES?
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Brand
Communication
Service
Design

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WE RESEARCHED AND ANALYSED 90+ EXAMPLES

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ENTER: BRAND SERVICES
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a service that helps promoting the offer/brand
a service that is an add-on to the core offer
a service with little or no costs for users

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EXAMPLE GUIDE MICHELIN
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one of the oldest brand services offers a list of worthwhile restaurants for travelers

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EXAMPLE KODAK PICTURE SPOT
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recommends best spots from which to take a photograph

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EXAMPLE KLM MEET & SEAT
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provides passengers the option to sit next to interesting people, based on Facebook & LinkedIn profiles

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EXAMPLE ADIDAS RUNBASE
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a concept store in Tokyo next to a popular running site offering free running gear, showers & lockers

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ASPECTS OF A BRAND SERVICE
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Brand-fit
Services that
deliver on the brand
Novelty
Services that
have news value
Usefulness
Services that are
highly useful

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USEFULNESS HORNBACH PROJEKT-BUCH
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a comprehensive book that teaches you everything from laying parquet flooring to building a pond

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NOVELTY BRIGHT LIGHT BY RAY-BAN
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BRAND-FIT SIT OR SQUAT BY CHARMIN
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provides an app called “sit or squat” that helps to locate clean public toilets

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NOVELTY IKEA CATALOG
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augmented reality mode lets you to place furniture into your home via your phone before going to store

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ASPECTS OF A BRAND SERVICE
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THE IDEAL
Brand-fit
Services that
deliver on the brand
Novelty
Services that
have news value
Usefulness
Services that are
highly useful

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IDEAL EXAMPLE KLM MUST SEE MAPS
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a digital city plan of KLM destinations, where your can invite your friends to mark their favorite places

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PROCESS
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EXPLORATION
considering:
• user needs
• brand values
CREATION
generate relevant
service ideas
REFLECTION
filter and check for:
• Usefulness
• Brand-fit
• Novelty

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HANDS-ON SESSION

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YOUR TASK
Create a Brand Service that is an add-on to
existing H&M service (offering clothing).
The service should:
– be highly useful for H&M customers
– fit the brand core “staying up-to-date affordably in fashion”
– be novel enough that the service has PR/social media impact
Please, think beyond apps.
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STEP-BY-STEP OVERVIEW
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1.
Choose one out of two
personas
2.
Define up to five typical
situations for this persona
3.
With the brand promise in
mind, create a service that
is
– highly useful for the
persona
– helps delivering on the
brand promise
– create news value

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STEP 0:
FORM A GROUP
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STEP 1:
CHOOSE A PERSONA
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BRAND SERVICE FOR H&M PERSONAS
Elina
– 16 years old
– high school student in 11th grade
– into latest fashion trends
– friends, big sister & magazines
define her style currently
– has limited budget though
– jobs in café every weekend to
earn extra money
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BRAND SERVICE FOR H&M PERSONAS
Jonathan
–23 years old
–finished his business studies
–first job as associate accountant
with proper salary
–loves smart minimalistic fashion
–buys few pricey pieces a year
–combines with basics from H&M
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STEP 2:
DEFINE UP TO 5 TYPICAL SITUATIONS
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Noon
Persona:BRAND SERVICES TYPICAL SITUATIONS
NightMorning EveningAfternoon
Where?
What’s
happening?
With whom?
Media used?
Goal?
Day of the week:

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STEP 3:
CREATE USEFUL SERVICES FOR YOUR
PERSONA THAT MANIFESTS THE BRAND
PROMISE „STAYING UP-TO-DATE
AFFORDABLY IN FASHION”
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BRAND SERVICE FOR H&M SEARCH AREAS
Brand Services can
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give a sample, a preview of the service/product
personalize, make the service/product your own
bridge time and space for the user, entertain the user
enrich the users’ life, help them to discover new things
assist & enable the user when using the service/product

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STEP 4:
PRESENT YOUR CONCEPT
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TAKEAWAY

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need for
attention
SUMMARY MARKETING DILEMMA
too many
things asking
for attention

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I want you to listen
and understand.
What‘s in it
for me?
SUMMARY CHALLENGE

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SUMMARY BRAND SERVICES
a service that helps promoting the offer/brand
a service that is an add-on to the core offer
a service with little or no costs for users

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SUMMARY ASPECTS OF A BRAND SERVICE
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THE IDEAL
Brand-fit
Services that
deliver on the brand
Novelty
Services that
have news value
Usefulness
Services that are
highly useful

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SUMMARY BRAND SERVICES MECHANICS
Service
based on user
need
issued by a
Brand
an add-on to core-
offer at little or no
cost for user
experience of the
brand promise
delivered
favorable
impression of
brand
Check:
– useful
– brand-fit
– news-value
value for user
positive
experience with
the brand

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SUMMARY BRAND SERVICES MECHANICS
Marketing
needs
User
needs

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Ikea Catalog TV spot: http://www.youtube.com/watch?v=Sbfq1tvYCZ8

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QUESTIONS?
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QUESTIONS?
Christian Vatter
cv@lhbs.com
+49 151 2520 5043
Martin Jordan
martin@martinjordan.de
+49 177 503 5307
www.brandexperiencedesign.net
Icons: Olivier Guin, Vivian Lai, Stephen West, Creatorid’immagine, Nikhil Dev, John Caserta, Simon Child / The Noun Project
Jakob Schneider / This is Service Design Thinking, Marty Neumeier