GRADUATION PROJECT MARLOES SIKKEMA BRANDED INNOVATION FOR AN EXPERIENTIAL SERVICES PROVIDER
BRANDING INTRODUCING DESIGNING STRATEGIZING CONCLUDING
EN COMPANY PROFILE NL NAME:  Living Story OFFERS:  business trips IMPORTANT:  experience, storytelling Living Story: bedri...
EN COMPANY PROFILE NL CATEGORIES:  EXAMPLES: indoor  Weerwolven outdoor  GPS Quest  city The Target VOORBEELDEN: *  Weerwo...
EN PROBLEM NL <ul><li>CAUSE: </li></ul><ul><li>Living Story is growing > </li></ul><ul><li>need for better handle on new  ...
EN PROBLEM NL <ul><li>PROBLEM:  </li></ul><ul><li>Living Story does not have a brand </li></ul><ul><li>Living Story does o...
BRANDING INTRODUCING CSI Q3 Q4
EN BRAND = NL *  mental associations BRAND FOR CONSUMER = *  recognize brand > reduce decision-making uncertainty *  guara...
EN BRAND = NL BRAND FOR COMPANY = *  ask higher prices > higher profits *  be preferred over competitors by  consumers >  ...
EN BRANDS IN DIFFERENT INDUSTRIES NL being up to date  - friendly - cheap  *  product of dienst > relatie > waarden vs. be...
EN A BRAND FOR LIVINGSTORY? NL PIC LIVINGSTORY BRAND: differentiation > steer development of products BRAND STEERED PRODUC...
EN METHOD NL KAPFERER PYRAMID  >  different abstraction levels >  adjustments B2B / services KAPFERER PYRAMIDE *  elke abs...
LIVING STORY BRAND
EN LIVING STORY BRAND NEEDS BEHOEFTEN PIC NL PIC PIC
EN LIVING STORY BRAND NL VISION *  people are looking for  experiences *   possessions  are no longer the  highest goal * ...
EN LIVING STORY BRAND NL BRAND PERSONALITY *  imaginative *  outgoing *  involved MERKPERSOONLIJKHEID *  fantasie *  extra...
LIVING STORY BRAND STRATEGIC BENEFITS & ATTRIBUTES STRATEGISCHE VOORDELEN PIC high escapism low escapism EN NL no competen...
EN LIVING STORY BRAND NL PRODUCTS *  brand needs *  personalized design process  needed PRODUCTEN *  merkbehoeften in prod...
DESIGNING BRANDING CSI Q5 Q6
PRODUCT DESIGN PROCESS PIC EN CONCRETIZE DESIGN PROCESS *  assure typical Living Story products *  more aware of process  ...
PRODUCT DESIGN EN NL *  opportunity: dinner game *  ideas *  4 concepts *  CSI: Special Forest Forces *  kans: diner-spel ...
FINDINGS EN NL <ul><li>regular analysis < >  </li></ul><ul><li>ideas are everywhere </li></ul><ul><li>theme is everything ...
FINDINGS EN NL <ul><li>regular analysis < >  </li></ul><ul><li>ideas are everywhere </li></ul><ul><li>theme is everything ...
FINDINGS EN NL <ul><li>regular analysis < >  </li></ul><ul><li>ideas are everywhere </li></ul><ul><li>theme is everything ...
FINDINGS <ul><li>regular analysis < >  </li></ul><ul><li>ideas are everywhere </li></ul><ul><li>theme is everything </li><...
FINDINGS <ul><li>regular analysis < >  </li></ul><ul><li>ideas are everywhere </li></ul><ul><li>theme is everything </li><...
FINDINGS <ul><li>regular analysis < >  </li></ul><ul><li>ideas are everywhere </li></ul><ul><li>theme is everything </li><...
FINDINGS <ul><li>regular analysis < >  </li></ul><ul><li>ideas are everywhere </li></ul><ul><li>theme is everything </li><...
STRATEGIZING DESIGNING CSI Q7 Q8
INNOVATION FOR LIVING STORY EN NL GOAL = good ideas > *  typical Living Story products *  to market *  assure future profi...
INNOVATION = EN NL INNOVATION = not just introducing something new *  idea  *  realization of idea  *  implementation of i...
INNOVATION = EN NL KINDS OF INNOVATION: *  product  *  process *  position *  paradigm THIS PROJECT product innovation SOO...
INNOVATION = EN NL PIC BASIS OF INNOVATION  *  vision> *  competitive advantage  *  strategy > *  innovation management  B...
LIVING STORY INNOVATION BASIS EN NL LIVING STORY COMPETITIVE ADVANTAGE *  they know  how to  make, and *  constantly have ...
LIVING STORY INNOVATION BASIS EN NL LIVING STORY STRATEGY *  applying their skill to create working  game ideas  *  to opp...
LIVING STORY INNOVATION MANAGEMENT PIC
LIVING STORY INNOVATION MANAGEMENT EN NL THE NEW GAME BOARD *  a tool to plan innovation *  inspiring *  easy to access TH...
CONCLUDING STRATEGIZING CSI Q9 Q10
CONCLUSIONS EN NL BRAND *  fitting brand for Living Story  *  more concrete association needed DESIGN PROCESS *  adjusted ...
RECOMMENDATIONS FOR LIVING STORY EN NL BRAND *  keep it updated, differentiating DESIGN PROCESS *  keep finding new brand ...
FURTHER RESEARCH EN NL BRAND B2B services brands DESIGN PROCESS what can be designed when designing a service? INNOVATION ...
BRANDING INTRODUCING DESIGNING STRATEGIZING CONCLUDING CSI Q11 Q12 - QUESTIONS
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Graduation

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Slideshow of my graduation project of the master Strategic Product Design, TU Delft.

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  • Graduation

    1. 1. GRADUATION PROJECT MARLOES SIKKEMA BRANDED INNOVATION FOR AN EXPERIENTIAL SERVICES PROVIDER
    2. 2. BRANDING INTRODUCING DESIGNING STRATEGIZING CONCLUDING
    3. 3. EN COMPANY PROFILE NL NAME: Living Story OFFERS: business trips IMPORTANT: experience, storytelling Living Story: bedrijfsuitjes > beleving > verhalen vertellen PIC PIC
    4. 4. EN COMPANY PROFILE NL CATEGORIES: EXAMPLES: indoor Weerwolven outdoor GPS Quest city The Target VOORBEELDEN: * Weerwolven * GPS Quest * The Target PIC
    5. 5. EN PROBLEM NL <ul><li>CAUSE: </li></ul><ul><li>Living Story is growing > </li></ul><ul><li>need for better handle on new products </li></ul>AANLEIDING: Living Story groeit > meer grip nodig op nieuwe producten PIC
    6. 6. EN PROBLEM NL <ul><li>PROBLEM: </li></ul><ul><li>Living Story does not have a brand </li></ul><ul><li>Living Story does only know </li></ul><ul><li>intuitively how to design a typical </li></ul><ul><li>Living Story product </li></ul><ul><li>Living Story does not know how and </li></ul><ul><li>when to develop new products; </li></ul><ul><li>good ideas often stay on shelf </li></ul>PROBLEEM: Living Story weet niet hoe je de ontwikkeling van typische Living Story producten kunt beheersen > 1: BRAND DEVELOPMENT > 2: TYPICAL LIVINGSTORY DESIGN PROCESS > 3: INNOVATION MANAGEMENT
    7. 7. BRANDING INTRODUCING CSI Q3 Q4
    8. 8. EN BRAND = NL * mental associations BRAND FOR CONSUMER = * recognize brand > reduce decision-making uncertainty * guarantee consistent level of quality > you know what to expect * amplify social image * mentale associaties MERK VOOR KLANT = * merk herkend> makkelijker kiezen * kwaliteitsgarantie * versterk eigen imago PIC ARISTONA PHILIPS € 1600 € 2100
    9. 9. EN BRAND = NL BRAND FOR COMPANY = * ask higher prices > higher profits * be preferred over competitors by consumers > brand values > influence associations > branded innovation MERK VOOR BEDRIJF = * vraag hogere prijzen > meer winst * product wordt interessanter voor klanten dan concurrerende producten > merkwaarden > associaties beïnvloeden > merkgestuurde innovatie PIC
    10. 10. EN BRANDS IN DIFFERENT INDUSTRIES NL being up to date - friendly - cheap * product of dienst > relatie > waarden vs. behoeften * bedrijven of consumenten > emotioneel vs. risico PIC * product vs. service > company < > client > brand values vs. needs * B2C (business to consumer) vs. B2B (business to business) > emotional vs. risk PIC emotional+risk - relationship - needs express yourself - sportiveness - passion PIC
    11. 11. EN A BRAND FOR LIVINGSTORY? NL PIC LIVINGSTORY BRAND: differentiation > steer development of products BRAND STEERED PRODUCTS: * new, unique * fulfil the needs of clients LIVINGSTORY MERK: differentiatie creëren> productontwikkeling aansturen: * nieuw, uniek * vervul behoeften klanten
    12. 12. EN METHOD NL KAPFERER PYRAMID > different abstraction levels > adjustments B2B / services KAPFERER PYRAMIDE * elke abstractielaag heeft een andere functie * aanpassingen nodig industrie
    13. 13. LIVING STORY BRAND
    14. 14. EN LIVING STORY BRAND NEEDS BEHOEFTEN PIC NL PIC PIC
    15. 15. EN LIVING STORY BRAND NL VISION * people are looking for experiences * possessions are no longer the highest goal * there is more in life than work * share experiences with people around you VISIE * belevenissen zoeken * bezittingen niet langer meest belangrijk * werk is niet alles * ervaringen delen met anderen PIC
    16. 16. EN LIVING STORY BRAND NL BRAND PERSONALITY * imaginative * outgoing * involved MERKPERSOONLIJKHEID * fantasie * extravert * betrokken PIC
    17. 17. LIVING STORY BRAND STRATEGIC BENEFITS & ATTRIBUTES STRATEGISCHE VOORDELEN PIC high escapism low escapism EN NL no competences competences PIC
    18. 18. EN LIVING STORY BRAND NL PRODUCTS * brand needs * personalized design process needed PRODUCTEN * merkbehoeften in producten * persoonlijk ontwerpproces nodig PIC
    19. 19. DESIGNING BRANDING CSI Q5 Q6
    20. 20. PRODUCT DESIGN PROCESS PIC EN CONCRETIZE DESIGN PROCESS * assure typical Living Story products * more aware of process * optimize, learn, plan, delegate, communicate NL MAAK ONTWERPPROCES CONCREET * zeker zijn van typische Living Story producten * meer bewust van proces * optimaliseer, leer, plan, delegeer
    21. 21. PRODUCT DESIGN EN NL * opportunity: dinner game * ideas * 4 concepts * CSI: Special Forest Forces * kans: diner-spel * ideeën * 4 concepten * CSI: Special Forest Forces PIC
    22. 22. FINDINGS EN NL <ul><li>regular analysis < > </li></ul><ul><li>ideas are everywhere </li></ul><ul><li>theme is everything </li></ul><ul><li>FUN by meaningful game play < > </li></ul><ul><li>EXPERIENCE optimization < > </li></ul><ul><li>ESCAPISM by storytelling </li></ul><ul><li>COMPETENCES by detail design > </li></ul><ul><li>judge ideas </li></ul>vaak analyseren, ideeën zijn overal, thema’s zijn heel belangrijk, merkmethodes, iteratie, spelideeën < > verhaalideeën, pas beoordelen na detailontwerp PIC
    23. 23. FINDINGS EN NL <ul><li>regular analysis < > </li></ul><ul><li>ideas are everywhere </li></ul><ul><li>theme is everything </li></ul><ul><li>FUN by meaningful game play < > </li></ul><ul><li>EXPERIENCE optimization < > </li></ul><ul><li>ESCAPISM by storytelling </li></ul><ul><li>COMPETENCES by detail design > </li></ul><ul><li>judge ideas </li></ul>PIC vaak analyseren, ideeën zijn overal, thema’s zijn heel belangrijk, merkmethodes, iteratie, spelideeën < > verhaalideeën, pas beoordelen na detailontwerp
    24. 24. FINDINGS EN NL <ul><li>regular analysis < > </li></ul><ul><li>ideas are everywhere </li></ul><ul><li>theme is everything </li></ul><ul><li>FUN by meaningful game play < > </li></ul><ul><li>EXPERIENCE optimization < > </li></ul><ul><li>ESCAPISM by storytelling </li></ul><ul><li>COMPETENCES by detail design > </li></ul><ul><li>judge ideas </li></ul>PIC vaak analyseren, ideeën zijn overal, thema’s zijn heel belangrijk, merkmethodes, iteratie, spelideeën < > verhaalideeën, pas beoordelen na detailontwerp
    25. 25. FINDINGS <ul><li>regular analysis < > </li></ul><ul><li>ideas are everywhere </li></ul><ul><li>theme is everything </li></ul><ul><li>FUN by meaningful game play < > </li></ul><ul><li>EXPERIENCE optimization < > </li></ul><ul><li>ESCAPISM by storytelling </li></ul><ul><li>COMPETENCES by detail design > </li></ul><ul><li>judge ideas </li></ul>PIC EN NL vaak analyseren, ideeën zijn overal, thema’s zijn heel belangrijk, merkmethodes, iteratie, spelideeën < > verhaalideeën, pas beoordelen na detailontwerp
    26. 26. FINDINGS <ul><li>regular analysis < > </li></ul><ul><li>ideas are everywhere </li></ul><ul><li>theme is everything </li></ul><ul><li>FUN by meaningful game play < > </li></ul><ul><li>EXPERIENCE optimization < > </li></ul><ul><li>ESCAPISM by storytelling </li></ul><ul><li>COMPETENCES by detail design > </li></ul><ul><li>judge ideas </li></ul>PIC EN NL vaak analyseren, ideeën zijn overal, thema’s zijn heel belangrijk, merkmethodes, iteratie, spelideeën < > verhaalideeën, pas beoordelen na detailontwerp
    27. 27. FINDINGS <ul><li>regular analysis < > </li></ul><ul><li>ideas are everywhere </li></ul><ul><li>theme is everything </li></ul><ul><li>FUN by meaningful game play < > </li></ul><ul><li>EXPERIENCE optimization < > </li></ul><ul><li>ESCAPISM by storytelling </li></ul><ul><li>COMPETENCES by detail design > </li></ul><ul><li>judge ideas </li></ul>PIC NL EN vaak analyseren, ideeën zijn overal, thema’s zijn heel belangrijk, merkmethodes, iteratie, spelideeën < > verhaalideeën, pas beoordelen na detailontwerp
    28. 28. FINDINGS <ul><li>regular analysis < > </li></ul><ul><li>ideas are everywhere </li></ul><ul><li>theme is everything </li></ul><ul><li>FUN by meaningful game play < > </li></ul><ul><li>EXPERIENCE optimization < > </li></ul><ul><li>ESCAPISM by storytelling </li></ul><ul><li>COMPETENCES by detail design > </li></ul><ul><li>judge ideas </li></ul>PIC EN NL vaak analyseren, ideeën zijn overal, thema’s zijn heel belangrijk, merkmethodes, iteratie, spelideeën < > verhaalideeën, pas beoordelen na detailontwerp
    29. 29. STRATEGIZING DESIGNING CSI Q7 Q8
    30. 30. INNOVATION FOR LIVING STORY EN NL GOAL = good ideas > * typical Living Story products * to market * assure future profits DOEL = * goed ideeën als typisch Living Story producten naar markt brengen * zekerheid voor toekomst PIC
    31. 31. INNOVATION = EN NL INNOVATION = not just introducing something new * idea * realization of idea * implementation of idea in organization INNOVATIE = idee hebben, realiseren en introduceren in organisatie PIC
    32. 32. INNOVATION = EN NL KINDS OF INNOVATION: * product * process * position * paradigm THIS PROJECT product innovation SOORTEN INNOVATIE: product, proces, positie, paradigma PIC
    33. 33. INNOVATION = EN NL PIC BASIS OF INNOVATION * vision> * competitive advantage * strategy > * innovation management BASIS VAN INNOVATIE visie > competitief voordeel > strategie > innovatie management VISION STRATEGY INNOVATION MANAGEMENT COMPETITIVE ADVANTAGE <ul><ul><li>what to achieve </li></ul></ul><ul><ul><li>what to use to achieve this </li></ul></ul><ul><ul><li>how to use this </li></ul></ul><ul><ul><li>concrete steps </li></ul></ul>
    34. 34. LIVING STORY INNOVATION BASIS EN NL LIVING STORY COMPETITIVE ADVANTAGE * they know how to make, and * constantly have unique ideas for, * fun, new, immersing experiences , * using up to date themes * and storytelling . COMPETITIEF VOORDEEL Living Story maakt (en heeft ideëen voor) leuke, nieuwe, onderdompelende belevingen, aan de hand van frisse thema’s en verhalen vertellen. PIC
    35. 35. LIVING STORY INNOVATION BASIS EN NL LIVING STORY STRATEGY * applying their skill to create working game ideas * to opportunities that arise from constant analysis * creating unique, up to date themes * applying the brand design methods LIVING STORY STRATEGIE pas je kracht om werkende ideeën te maken toe op kansen die uit constante analyse opkomen. maak frisse, unieke thema’s. gebruik de merkmethodes. PIC
    36. 36. LIVING STORY INNOVATION MANAGEMENT PIC
    37. 37. LIVING STORY INNOVATION MANAGEMENT EN NL THE NEW GAME BOARD * a tool to plan innovation * inspiring * easy to access THE NEW GAME BOARD * een tool voor innovatieplanning * inspirerend * lage drempel in gebruik PIC
    38. 38. CONCLUDING STRATEGIZING CSI Q9 Q10
    39. 39. CONCLUSIONS EN NL BRAND * fitting brand for Living Story * more concrete association needed DESIGN PROCESS * adjusted to fit Living Story * to be aware, learn, plan, delegate INNOVATION * ideas will be easier to bring to market * more concrete goals are missing PIC * merk: passend merk ontwikkeld, meer concrete associatie nodig * ontwerpproces: bewust zijn * innovatie : ideeën makkelijker te realiseren, doelen meer concreet, methode kon beter
    40. 40. RECOMMENDATIONS FOR LIVING STORY EN NL BRAND * keep it updated, differentiating DESIGN PROCESS * keep finding new brand methods * adjust process to your steps INNOVATION * use and adjust the board * attention to portfolio management * other innovations: i.e. relationship > phone guide PIC * merk: blijf ontwikkelen, differentiëren * ontwerpproces: pas aan, vind nieuwe merkmethodes * innovatie : blijf bord gebruiken en aanpassen, portfolio management, aandacht aan andere innovaties
    41. 41. FURTHER RESEARCH EN NL BRAND B2B services brands DESIGN PROCESS what can be designed when designing a service? INNOVATION branded innovation PIC * merk: B2B dienstenmerken * ontwerpproces: wat ontwerp je als je diensten ontwerpt? * innovatie : merkgestuurde innovatie
    42. 42. BRANDING INTRODUCING DESIGNING STRATEGIZING CONCLUDING CSI Q11 Q12 - QUESTIONS

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