Brand Services — NEXT Berlin 2014

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Traditional ways of marketing, especially interruption advertising, is more and more perceived as an annoyance. Marketing of the future needs to both create value for people AND promote business.
Service Design regards usefulness, usability and desirability, whereas brand communication is mostly concerned with the promise and very little with its delivery. Combined, the two approaches add up to what we call Brand Services – a „give-away service“ that addresses relevant user needs and at the same time conveys a brand message. Instead of just giving a promise Brand Service already deliver on it.
Our 1.5h session contains a short introduction to this new thinking, proposes an operational framework on the topic, and is followed by a hands-on workshop session where you will have the chance to design your own brand service.

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Brand Services — NEXT Berlin 2014

  1. 1. VATTER & JORDAN BRAND SERVICES – A USER CENTRIC MARKETING TOOL CHRISTIAN VATTER & MARTIN JORDAN, NEXT 2014
  2. 2. 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 2
  3. 3. VATTER & JORDAN 3 CHRISTIAN VATTER, MARKETING PSYCHOLOGIST & PARTNER AT LHBS CONSULTING 10 years experience in brand consulting & communication strategy Creative Business Development
  4. 4. VATTER & JORDAN 4 MARTIN JORDAN, SERVICE & BRAND EXPERIENCE CONSULTANT Working for HERE, Nokia’s location business, previously in branding
  5. 5. VATTER & JORDAN 5 LET’S TALK ABOUT COMMUNICATION
  6. 6. VATTER & JORDAN 6 Who deliberately watched TV ads recently? QUESTION VATTER & JORDAN
  7. 7. VATTER & JORDAN 7 Who ever felt stalked by targeted ads? QUESTION VATTER & JORDAN
  8. 8. VATTER & JORDAN 8 Who thinks ‘native advertising’ is the road to success? QUESTION VATTER & JORDAN
  9. 9. VATTER & JORDAN There is a war going on for people’s attention. 9 The goal: to get messages across.
  10. 10. VATTER & JORDAN 10 LET’S TALK ABOUT PEOPLE
  11. 11. VATTER & JORDAN 11 GROWING NUMBER OF COMPETING SPARE TIME OFFERS
  12. 12. VATTER & JORDAN 12 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
  13. 13. VATTER & JORDAN 13 SO MANY NEW PRODUCT & SERVICES EVERY DAY TO USE Source: www.socialmatchbox.com/wp/2010/09/21/dont-play-the-customer-shell-game/
  14. 14. VATTER & JORDAN 14 „A wealth of information creates a poverty of attention“ (Herbert Simon)
  15. 15. VATTER & JORDAN 15 WE LIVE IN TIMES OF ABUNDANCE available time choices
  16. 16. VATTER & JORDAN 16 need for attention THE MARKETING DILEMMA too many things asking for attention
  17. 17. VATTER & JORDAN Attention is becoming the most valuable asset we have. Everybody asks for it, but only few are rewarded with it. 17
  18. 18. VATTER & JORDAN 18 I want you to listen and understand. What‘s in it for me? Illustration (figures): Marty Neumeier/Heather McDonald
  19. 19. VATTER & JORDAN A SIMPLE SOLUTION 19 Marketing needs User needs
  20. 20. VATTER & JORDAN 20 A SOLUTION TO BALANCE OUT BRAND AND USER NEEDS
  21. 21. VATTER & JORDAN TRADITIONAL MARKETING HAS A PROBLEM … 21VATTER & JORDAN Painting: Michiel van der Born
  22. 22. VATTER & JORDAN … THAT A HUMAN-CENTERED APPROACH CAN SOLVE. 22VATTER & JORDAN
  23. 23. VATTER & JORDAN SERVICE DESIGN IS GREAT AT DELIVERING ON USER NEEDS … 23VATTER & JORDAN
  24. 24. VATTER & JORDAN … BUT IT USUALLY DOESN’T TAKE THE BRAND INTO ACCOUNT 24VATTER & JORDAN
  25. 25. VATTER & JORDAN MARKETING COMMUNICATION KNOWS HOW TO GIVE A BRAND PROMISE … 25
  26. 26. VATTER & JORDAN … BUT IS EXTREMELY BAD AT CREATING VALUE FOR PEOPLE 26VATTER & JORDAN
  27. 27. VATTER & JORDAN WHY NOT COMBINE THE APPROACHES? 27 Brand Communication Service Design
  28. 28. VATTER & JORDAN 28VATTER & JORDANVATTER & JORDAN WE RESEARCHED AND ANALYSED 90+ EXAMPLES
  29. 29. VATTER & JORDAN ENTER: BRAND SERVICES 29 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
  30. 30. VATTER & JORDAN EXAMPLE GUIDE MICHELIN 30VATTER & JORDAN one of the oldest brand services offers a list of worthwhile restaurants for travelers
  31. 31. VATTER & JORDAN EXAMPLE KODAK PICTURE SPOT VATTER & JORDAN recommends best spots from which to take a photograph
  32. 32. VATTER & JORDAN EXAMPLE KLM MEET & SEAT 32VATTER & JORDAN provides passengers the option to sit next to interesting people, based on Facebook & LinkedIn profiles
  33. 33. VATTER & JORDAN 33VATTER & JORDAN EXAMPLE ADIDAS RUNBASE VATTER & JORDAN a concept store in Tokyo next to a popular running site offering free running gear, showers & lockers
  34. 34. VATTER & JORDAN ASPECTS OF A BRAND SERVICE 34 Brand-fit Services that deliver on the brand Novelty Services that have news value Usefulness Services that are highly useful
  35. 35. VATTER & JORDAN USEFULNESS HORNBACH PROJEKT-BUCH 35VATTER & JORDAN a comprehensive book that teaches you everything from laying parquet flooring to building a pond
  36. 36. VATTER & JORDAN NOVELTY BRIGHT LIGHT BY RAY-BAN 36 BRAND-FIT SIT OR SQUAT BY CHARMIN VATTER & JORDAN provides an app called “sit or squat” that helps to locate clean public toilets
  37. 37. VATTER & JORDAN NOVELTY IKEA CATALOG 37VATTER & JORDAN augmented reality mode lets you to place furniture into your home via your phone before going to store
  38. 38. VATTER & JORDAN ASPECTS OF A BRAND SERVICE 38 THE IDEAL Brand-fit Services that deliver on the brand Novelty Services that have news value Usefulness Services that are highly useful
  39. 39. VATTER & JORDAN 39VATTER & JORDAN IDEAL EXAMPLE KLM MUST SEE MAPS VATTER & JORDAN a digital city plan of KLM destinations, where your can invite your friends to mark their favorite places
  40. 40. VATTER & JORDAN PROCESS 40 EXPLORATION considering: • user needs • brand values CREATION generate relevant service ideas REFLECTION filter and check for: • Usefulness • Brand-fit • Novelty
  41. 41. VATTER & JORDAN 41 HANDS-ON SESSION
  42. 42. VATTER & JORDAN 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. 42
  43. 43. VATTER & JORDAN STEP-BY-STEP OVERVIEW 43 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
  44. 44. VATTER & JORDAN STEP 0: FORM A GROUP 44
  45. 45. VATTER & JORDAN STEP 1: CHOOSE A PERSONA 45
  46. 46. VATTER & JORDAN 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 46
  47. 47. VATTER & JORDAN 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 47
  48. 48. VATTER & JORDAN STEP 2: DEFINE UP TO 5 TYPICAL SITUATIONS 48
  49. 49. VATTER & JORDAN Noon Persona:BRAND SERVICES TYPICAL SITUATIONS NightMorning EveningAfternoon Where? What’s happening? With whom? Media used? Goal? Day of the week:
  50. 50. VATTER & JORDAN STEP 3: CREATE USEFUL SERVICES FOR YOUR PERSONA THAT MANIFESTS THE BRAND PROMISE „STAYING UP-TO-DATE AFFORDABLY IN FASHION” 50
  51. 51. VATTER & JORDAN BRAND SERVICE FOR H&M SEARCH AREAS Brand Services can 51 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
  52. 52. VATTER & JORDAN STEP 4: PRESENT YOUR CONCEPT 52
  53. 53. VATTER & JORDAN 53 TAKEAWAY
  54. 54. VATTER & JORDAN 54 need for attention SUMMARY MARKETING DILEMMA too many things asking for attention
  55. 55. VATTER & JORDAN 55 I want you to listen and understand. What‘s in it for me? SUMMARY CHALLENGE
  56. 56. VATTER & JORDAN 56 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
  57. 57. VATTER & JORDAN SUMMARY ASPECTS OF A BRAND SERVICE 57 THE IDEAL Brand-fit Services that deliver on the brand Novelty Services that have news value Usefulness Services that are highly useful
  58. 58. VATTER & JORDAN 58 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
  59. 59. VATTER & JORDAN 59 SUMMARY BRAND SERVICES MECHANICS Marketing needs User needs
  60. 60. VATTER & JORDAN 60 Ikea Catalog TV spot: http://www.youtube.com/watch?v=Sbfq1tvYCZ8
  61. 61. VATTER & JORDAN QUESTIONS? 61 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

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