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Designing Global Brands for
the Millennial Generation
Kontrapunkt | Nikolaj Plads 2, 1067 Copenhagen, Denmark | kontrapunk...
ºMarch 2018
We are a 30 year old 

leading Scandinavian design and
branding agency.
私たちは、北欧で最大級のブランディング
エージェンシーです。
ºMarch 2018 º
We are over 80 creative idealists working
across Denmark and Japan.
合計80人のクリエーティブ人材がデンマー
クと日本で協働しています。
March 2018 º
What inspire us?
March 2018 º
We believe in
genuine brands
March 2018 º
Brands that appear as they
really are and are driven by
purpose and reason
ºMarch 2018
Gør jeres energieffektivisering sjovere for bundlinjen
Overvejer jeres virksomhed nye energibesparende projekter
i bygning...
March 2018 º
”...are we not a brand for the
future? Are we not one of
those companies, that should
bring new solutions to ...
ºMarch 2018
How do help the leaders
of DONG create a
purposeful brand?
Our challenge
ºMarch 2018
How do we create a genuine
brand that will inspire change
towards green energy?
Our challenge
ºMarch 2018
March 2018 º
Why should brands care
about being genuine?
ºMarch 2018
Today, information travels around the
world in a matter of seconds
March 2018 º
Brand Consumer
Yesterday
March 2018 º
Brand
Consumer
Today
ºMarch 2018
76%
of Millennials believe businesses as
a force for positive social impact
Source: The Deloitte Millennial Su...
ºMarch 2018
Yesterday’s customer Tomorrow’s customer
What do I want to buy What do I believe in
ºMarch 2018
Brand
Customer
Customer
Customer Customer
Customer
CustomerCustomer
Customer
Customer
Brand
Brand
Brand Brand
...
March 2018 º
How can brands create lasting
brand loyalty with Millennials?
ºMarch 2018
Tomorrow’s brands are
driven by purpose
1.
ºMarch 2018
Visual
Sound
Purpose
The Identity
The Experience
Verbal
Motion
Spatial
Behaviour
Products
Services
Communicati...
ºMarch 2018
ºMarch 2018
“Tesla Motors was created to
accelerate the advent of
sustainable transport.”
– Elon Musk
ºMarch 2018
“Tesla will not initiate patent
lawsuits against anyone who,
in good faith, wants to use our
technology.”
ºMarch 2018
Open Source
ºMarch 2018
ºMarch 2018
Driven by profit
Secretive
A position your claim
Driven by purpose
Transparent
A position you earn
Yesterday’s...
ºMarch 2018
Tomorrow’s brands communicate
this belief through every
touchpoint
2.
ºMarch 2018
The Identity
The Experience
The Promise
Visual
VerbalSound
Motion
Spatial
Behaviour
Products
Services
Communic...
ºMarch 2018
You forget what you read
– but remember what you see.
Kontrapunkt ©2015
Probably the Best Beer in the World
Kontrapunkt ©2015
Probably the Best Beer in the World
ºMarch 2018
ºMarch 2018
ºMarch 2018
ºMarch 2018
ºMarch 2018
ºMarch 2018
ºMarch 2018
ºMarch 2018
ºMarch 2018
ºMarch 2018
15 YEARS
ºMarch 2018
Isolated
Temporary
Holistic
Long-term
Yesterday’s brands Tomorrow’s brands
ºMarch 2018
Tomorrow’s brands use design to
be more humane and connect
with their customers
3.
ºMarch 2018
1998
ºMarch 2018
ºMarch 2018
ºMarch 2018
ºMarch 2018
From an engineering company
to a design company
ºMarch 2018
ºMarch 2018
ºMarch 2018
Static
Mechanical
Lively
Humane
Yesterday’s brands Tomorrow’s brands
ºMarch 2018
In the end, great design
shows that you really care
ºMarch 2018
What should I take
with me today?
ºMarch 2018
Yesterday’s customer Tomorrow’s customer
What do I want to buy What do I believe in
ºMarch 2018
Tomorrow’s brands
are driven by purpose
1.
Tomorrow’s brands
communicate this belief
through every
touchpoint
...
ºMarch 2018
Driven by profit
Secretive
A position your claim
Isolated
Temporary
Mechanical
Driven by purpose
Transparent
A...
ºMarch 2018
Making your brand connect with
the Millenial Generation
ºMarch 2018
What is the purpose of
your brand?
ºMarch 2018
Do you demonstrate your
purpose through actions
and CSV initiatives?
ºMarch 2018
Is your brand transparent
and humane?
ºMarch 2018
Do you use design to
connect with your audience?
Thank you!
Kontrapunkt | Nikolaj Plads 2, 1067 Copenhagen, Denmark | kontrapunkt.com
Kontrapunkt Japan | 〒107-0062 東京都港区南青...
Designing global brands for the Millennials/ミレニアル世代に共感されるグローバルブランドデザイン
Designing global brands for the Millennials/ミレニアル世代に共感されるグローバルブランドデザイン
Designing global brands for the Millennials/ミレニアル世代に共感されるグローバルブランドデザイン
Designing global brands for the Millennials/ミレニアル世代に共感されるグローバルブランドデザイン
Designing global brands for the Millennials/ミレニアル世代に共感されるグローバルブランドデザイン
Designing global brands for the Millennials/ミレニアル世代に共感されるグローバルブランドデザイン
Designing global brands for the Millennials/ミレニアル世代に共感されるグローバルブランドデザイン
Designing global brands for the Millennials/ミレニアル世代に共感されるグローバルブランドデザイン
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Designing global brands for the Millennials/ミレニアル世代に共感されるグローバルブランドデザイン

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2018年3月7日(水)開催セミナー
ミレニアル世代に共感される、新しいグローバルブランドデザイン
https://marke.members.co.jp/20180307.html

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Designing global brands for the Millennials/ミレニアル世代に共感されるグローバルブランドデザイン

  1. 1. Designing Global Brands for the Millennial Generation Kontrapunkt | Nikolaj Plads 2, 1067 Copenhagen, Denmark | kontrapunkt.com Kontrapunkt Japan | 〒107-0062 東京都港区南青山6-8-18リヒトハウス3F | kontrapunkt.com/japan March 2018 Kontrapunkt 2018年3月7日(水)開催セミナー 「ミレニアル世代に共感される、新しいグローバルブランドデザイン」 https://marke.members.co.jp/20180307.html
  2. 2. ºMarch 2018 We are a 30 year old 
 leading Scandinavian design and branding agency. 私たちは、北欧で最大級のブランディング エージェンシーです。
  3. 3. ºMarch 2018 º We are over 80 creative idealists working across Denmark and Japan. 合計80人のクリエーティブ人材がデンマー クと日本で協働しています。
  4. 4. March 2018 º What inspire us?
  5. 5. March 2018 º We believe in genuine brands
  6. 6. March 2018 º Brands that appear as they really are and are driven by purpose and reason
  7. 7. ºMarch 2018
  8. 8. Gør jeres energieffektivisering sjovere for bundlinjen Overvejer jeres virksomhed nye energibesparende projekter i bygninger, produktion eller andre energiforbrugende in- stallationer? Så søg om tilskud hos DONG Energy inden opstart.   Vi yder tilskud til mange forskellige typer projekter inden for både el og varme – fra de mindre til de gennemgribende energiforbedringer. Tilskuddet udgør typisk mellem 10 og 20 procent af projek- tets investeringssum og gør jeres energieffektivisering sjo- vere for bundlinjen.   Det er nemt at få tilskud Kontakt os på 99 55 55 23 eller energitilskud@dong- energy.dk med en kort beskrivelse af jeres projekt for at høre om det er tilskudsberettiget, og få en beregning af til- skuddets størrelse. dongenergy.dk 06.15.931 Beregning af tilskud Implementering af projektet Send dokumentation og få udbetalt tilskud Ansøg om tilskud Vi yder tilskud til belysning, varmeanlæg, ventilation, isolering, vinduer, trykluft, procesudstyr, it-optimering og meget mere. HUSK! Søg altid om tilskud, inden I går i gang med energi- forbedringerne Læs mere på dongenergy.dk/energitilskud F Å T I L S K U D T I L AT B R U G E M I N D R E E N E R G I ENERGISYN DET OBLIGATORISKE ENERGISYN KAN STYRKE JERES BUNDLINJE I får • hjælp til gennemførelse og dokumentation af energisyn • overblik over besparelsespotentialer • rådgivning og projektstyring 40% sort 30% sort 20% sort 20% sort 30% sort 30% sort 5% sort
  9. 9. March 2018 º ”...are we not a brand for the future? Are we not one of those companies, that should bring new solutions to a new world?” — Henrik Poulsen, President & CEO
  10. 10. ºMarch 2018 How do help the leaders of DONG create a purposeful brand? Our challenge
  11. 11. ºMarch 2018 How do we create a genuine brand that will inspire change towards green energy? Our challenge
  12. 12. ºMarch 2018
  13. 13. March 2018 º Why should brands care about being genuine?
  14. 14. ºMarch 2018 Today, information travels around the world in a matter of seconds
  15. 15. March 2018 º Brand Consumer Yesterday
  16. 16. March 2018 º Brand Consumer Today
  17. 17. ºMarch 2018 76% of Millennials believe businesses as a force for positive social impact Source: The Deloitte Millennial Survey 2017
  18. 18. ºMarch 2018 Yesterday’s customer Tomorrow’s customer What do I want to buy What do I believe in
  19. 19. ºMarch 2018 Brand Customer Customer Customer Customer Customer CustomerCustomer Customer Customer Brand Brand Brand Brand Brand Brand Brand Brand
  20. 20. March 2018 º How can brands create lasting brand loyalty with Millennials?
  21. 21. ºMarch 2018 Tomorrow’s brands are driven by purpose 1.
  22. 22. ºMarch 2018 Visual Sound Purpose The Identity The Experience Verbal Motion Spatial Behaviour Products Services Communication Environments
  23. 23. ºMarch 2018
  24. 24. ºMarch 2018 “Tesla Motors was created to accelerate the advent of sustainable transport.” – Elon Musk
  25. 25. ºMarch 2018 “Tesla will not initiate patent lawsuits against anyone who, in good faith, wants to use our technology.”
  26. 26. ºMarch 2018 Open Source
  27. 27. ºMarch 2018
  28. 28. ºMarch 2018 Driven by profit Secretive A position your claim Driven by purpose Transparent A position you earn Yesterday’s brands Tomorrow’s brands
  29. 29. ºMarch 2018 Tomorrow’s brands communicate this belief through every touchpoint 2.
  30. 30. ºMarch 2018 The Identity The Experience The Promise Visual VerbalSound Motion Spatial Behaviour Products Services Communication Environments Positioning Personality Campaigns and PR Apps, websites Customer support CSR / CSVIn-store, packaging
  31. 31. ºMarch 2018
  32. 32. You forget what you read – but remember what you see.
  33. 33. Kontrapunkt ©2015 Probably the Best Beer in the World
  34. 34. Kontrapunkt ©2015 Probably the Best Beer in the World
  35. 35. ºMarch 2018
  36. 36. ºMarch 2018
  37. 37. ºMarch 2018
  38. 38. ºMarch 2018
  39. 39. ºMarch 2018
  40. 40. ºMarch 2018
  41. 41. ºMarch 2018
  42. 42. ºMarch 2018
  43. 43. ºMarch 2018
  44. 44. ºMarch 2018 15 YEARS
  45. 45. ºMarch 2018 Isolated Temporary Holistic Long-term Yesterday’s brands Tomorrow’s brands
  46. 46. ºMarch 2018 Tomorrow’s brands use design to be more humane and connect with their customers 3.
  47. 47. ºMarch 2018 1998
  48. 48. ºMarch 2018
  49. 49. ºMarch 2018
  50. 50. ºMarch 2018
  51. 51. ºMarch 2018 From an engineering company to a design company
  52. 52. ºMarch 2018
  53. 53. ºMarch 2018
  54. 54. ºMarch 2018 Static Mechanical Lively Humane Yesterday’s brands Tomorrow’s brands
  55. 55. ºMarch 2018 In the end, great design shows that you really care
  56. 56. ºMarch 2018 What should I take with me today?
  57. 57. ºMarch 2018 Yesterday’s customer Tomorrow’s customer What do I want to buy What do I believe in
  58. 58. ºMarch 2018 Tomorrow’s brands are driven by purpose 1. Tomorrow’s brands communicate this belief through every touchpoint 2. Tomorrow’s brands use design to be more humane and connect with their customers 3.
  59. 59. ºMarch 2018 Driven by profit Secretive A position your claim Isolated Temporary Mechanical Driven by purpose Transparent A position you earn Holistic Long-term Humane Yesterday’s brands Tomorrow’s brands
  60. 60. ºMarch 2018 Making your brand connect with the Millenial Generation
  61. 61. ºMarch 2018 What is the purpose of your brand?
  62. 62. ºMarch 2018 Do you demonstrate your purpose through actions and CSV initiatives?
  63. 63. ºMarch 2018 Is your brand transparent and humane?
  64. 64. ºMarch 2018 Do you use design to connect with your audience?
  65. 65. Thank you! Kontrapunkt | Nikolaj Plads 2, 1067 Copenhagen, Denmark | kontrapunkt.com Kontrapunkt Japan | 〒107-0062 東京都港区南青山6-8-18リヒトハウス3F | kontrapunkt.com/japan Kontrapunkt 2018年3月7日(水)開催セミナー 「ミレニアル世代に共感される、新しいグローバルブランドデザイン」 https://marke.members.co.jp/20180307.html

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