MDS | STRATEGIC DESIGN, DESIGN OF THE VALUE OFFERING | JANUARY 10th-12th 2011 Simona De Rosa
Brand Strategist | Milan | Shanghai Simona De Rosa firstname.lastname@example.org
AGENDA January 10th 2011 | Milan January 11th 2011 | Milan January 12th 2011 | Milan THE BRAND SYSTEM WORKSHOP REVIEW WORKSHOP PRESENTATION What branding is about Brand morphology analysis Brand morphology analysis (from Wally Olins) (groups of 2/3 people) (groups of 4/5 people) BRAND MORPHOLOGY The analysis tool BRAND MORPHOLOGY WORKSHOP EVALUATION One case demo Brand morphology analysis (Uniqlo) WORKSHOP LAUNCH WORKSHOP REVIEW Brand morphology analysis Brand morphology analysis (groups of 2/3 people) (groups of 2/3 people)
Brand morphologyIt is a tool that aims to identify a classification system which allows a precise definitionof the brand genome information.
How does it work?Because the brand system is extraordinarily diverse and changeable, brands cannot betaken into consideration and analyzed throughout the whole of their complexity.
Brand Strategy Project Andrea SempriniFigurative levelvalues and stories are enriched by figures SuperficialNarrative levelwhere the values are organized in stories and narrations IntermediateSignificance levelconsisting of core values Deep
Brand morphology filteringVisual systemis the physical interface of the core values organised in narrative structures and then expressed through figures.They are highly exposed to wear over time because more sensitive to the variations of the time and space.Self-identityis a multi-dimensional construct that refers to a brand perception of “self ” in relation to any number ofcharacteristics such as origins, receiver, field of action, aims..Promise & valuesis the statement in which the brand commits itself to offer something to the user by using specific values
Brand morphology filteringPromise & valuesIt should be identified using few keywords and small sentences for a maximum of 30 words.
Brand morphology filteringSelf identityThe self-identity is a brief narrative in first person where the brand narrates itself, establishingthe basis of its storytelling.
Brand morphology filteringVisual systemGiven a time of investigation, point out the products portfolio from a graphical point ofview. The area of investigation is represented by images, visual elements, verbal elements,colour palette and materials used.
Brand morphology decodingStylistic elementsThey regard are all the formal elements that distinguish the brand touch-points of a particular brand.Story elementsBrands use specific elements to tell their story and to create special effects and empathy.Core elementsThe core elements drive the brand organization. They are the brand is about, what it stands for, what it believesin.
Brand morphology decodingStory elementsSettings (S)It includes the origins and the area of applicability in which a brand take place.Origins (O)The place the brand comes from.Area of applicability (Aa)Where the brand acts.Character/s (C)A participant in the story. It is possible to have more than one character in the same story.Protagonist (P)It is the main character of the brand story.Crucial moment (Cm)It is the climax of the story.Audience (Au)It is the group of people who “listen” or “read” the brand.
Brand morphology decodingStylistic elementsColours (Co)Colour palette the brand decides to use both on his identity and products.Shapes (Sh)Forms and traits chosen by the brand.Materials (Ma)Materials and finishing both tangible and intangible.Language (La)It identify the style, the type of vocabulary used in the verbal communication of the brand.*ToneColours, shapes, materials and languages, all together set up the brand tone.
Brand morphology mappingDNA Comparison graph - detailedThe Comparison Graph is a tool which helps to visualize a comparison between two brands, finding wheregenetic traits are similar or where they are different, showing analytically the specific genetic traits.DNA Comparison graph - generalThe Comparison Graph is a tool which helps to visualize a comparison between two brands, finding wheregenetic traits are similar or where they are different, taking into consideration the three groups of elements.Elements schemeAfter defined all the main elements of the genome we can try to transcribe all the functions of the brand DNA.
Brand morphology mappingElements schemeElements scheme represents the juxtaposition of all the elements pointed out during theanalysis, so that it is possible to realize the composition of a brand at a single sight.(G Cx) (O Aa) C¹ C² P Cm Au (Co Sh Ma La)
Brand morphology mappingDNA Comparison graph - generalAfter identifying all the brand genome elements and the relative elements scheme, we canlocalize similarities and differences. Tone (T) Stylistic elements Audience (Au) Crucial moment (Cm) Protagonist (P) Characters (C) Settings (S) Story elements Mission (M) Core elements
Brand morphology mappingDNA Comparison graph - detailedAfter identifying all the brand genome elements and the relative elements scheme, we canlocalize similarities and differences. La Ma Sh Co Tone (T) Stylistic elements Audience (Au) Crucial moment (Cm) Protagonist (P) C² C¹ Characters (C) Aa O Settings (S) Story elements Cx G Mission (M) Core elements
Brand Brand Brand Brand Brand Brand Promise & values Self-identity Visual system Brand Brand Brand Brand Brand Brand filtering Core elements Mission (M) Goal (G) Context (Cx) Story elements Settings (S) Character/s (C) Protagonist (P) Crucial moment (Cm) Audience (Au) Origins (O) Area of applicability (Aa) Stylistic elementsdecoding Colors (Co) Shapes (Sh) Materials (Ma) Language (La) Tone (T) Elements scheme (G Cx) (O Aa) C¹ C² P Cm Au (Co Sh Ma La) M S C¹ C² P Cm T Comparison graphmapping