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Emanuel Jochum 
Edenspiekermann 
21. August 2014 
Brand 
Holism 
Some thoughts on 
modern branding
Hey there, guys! 
Today is about contemporary 
approaches to branding. 
Not about models or rules, 
just about some thinki...
This is me 
25, Dornbirn, graphic designer 
Media and communication design studies 
in Austria, Mexico and Switzerland 
Gr...
This is what I do 
Brand 
Strategy 
Corporate 
Design 
Design 
Thinking Editorial 
Design 
Interaction 
Design
This is my passion 
Strategic brand 
identity development 
Branding for startups 
and social enterprises 
♥
Now 
1 – Master project 
2 – Brand Essences 
3 – Logo becomes Holo 
4 – Wrap-up and coffee
Master project @ ZHdK 
Brand 
Holism 
Dynamic 
Branding 
A 
Design systems to make 
visual identities flexible 
Challenges...
40 case studies of flexible visual identities
10 branding, design and communication pros
10 supporting agencies, studios and companies 
Digital. Namics.
Branding as part of a new reality.
Today 
Our lives become more varied, more 
dynamic and increasingly mobile. 
Brands must face this reality, 
understand it...
Yes, it’s true: 
Brands are living organisms. 
Mindchange
Brand Essences 
15 characteristics 
of a dynamic brand 
15Br and 
Essences
Brand Strategy
Brand Strategy 
We need to get away from defining 
corporate designs to define a brand. 
Form follows content. 
Daniel Sev...
Brand Strategy 
We create a verbal story at 
the heart of the brand. 
Why does this brand exist? 
Geoff Linsell, Moving Br...
Brand Authenticity
Brand Authenticity 
We live in the same world, 
but we are different people. 
How would a brand as a 
person be in the wor...
Brand Authenticity 
We need to pin down and 
document behaviours and 
a personality type. 
Geoff Linsell, Moving Brands
Brand Authenticity 
Things need to be dynamic to go 
with the time, but at the same time 
they need to create stability. 
...
Brand Consistency (values, attitudes)
Brand Consistency (values, attitudes) 
Being consistent doesn’t 
mean visual consistency but 
consistency in content. 
Dan...
Brand Consistency (values, attitudes) 
Successful brands take a stand, 
exclude and give orientation. 
The brand core is i...
Brand Consistency (values, attitudes) 
Only if there’s a solid core, 
things can become dynamic. 
Identity rather is an in...
Brand Inconsistency (character, behaviour)
Brand Inconsistency (character, behaviour) 
Identity is an ongoing process. 
This is the issue of brand identity: 
How do ...
Brand Inconsistency (character, behaviour) 
Give edges to the identity, but 
allow people to play within the 
edges, rathe...
Brand Coherence
Brand Coherence 
A story gets a client and a creative 
team to collaborate and to come up 
with something that is coherent...
Brand Accessibility
Brand Accessibility 
Technology and the access to it 
allows us to reach anything 
we want to reach. 
Create a seamless br...
Brand Adaptability
Brand Adaptability 
You need to be so mindful 
that the world is changeable. 
The rules are still being 
made up as we go ...
Brand Adaptability 
If the basic theme allows enough space 
for interpretation, there is potential. 
Play with the charact...
Brand Expandability
Brand Expandability 
When you create a system, 
you are basically capturing 
a moment in time. 
Geoff Linsell, Moving Bran...
Brand Expandability 
We want to have fun, the life 
outside is difficult enough. 
It would be fatal to move 
within a too ...
Brand Manageability
Brand Manageability 
It can be as playful as you 
want, but you need to know 
what the boundaries are. 
It’s all about the...
Brand Manageability 
Make less guidelines and less 
design plans, but clearly define 
how to use a dynamic brand. 
Daniel ...
Brand Expressivity
Brand Expressivity 
Catch and capture the identity, 
bring the promise to life and 
express who you are, how you are 
and ...
Brand Expressivity 
The fight for being interesting 
for the people becomes harder. 
Dynamic brands exude vitality, 
creat...
Brand Experienceability
Brand Experienceability 
We need to create a positive brand 
experience at any touchpoint. 
This is what makes a brand str...
Brand Experienceability 
How can a brand be staged digitally, 
in a simple user interface design, 
in three-dimensional sp...
Brand Interactivity
Brand Interactivity 
Being dynamic means change. 
Being dynamic means interaction 
instead of message. 
Marco Spies, think...
Brand Interactivity 
Meaning arises through 
another one, in the interaction. 
It’s about dialogue. 
Marco Spies, think mo...
Brand Senses 
hearing taste 
sight smell 
touch
Brand Senses 
Everything becomes more complex. 
You can expect more from people, 
especially from their perception. 
Nenad...
Brand Senses 
The definition of behaviour 
and personality allows us to 
create a toolkit with the assets 
of a multisenso...
Brand Sustainability
Brand Sustainability 
Document what has been 
done and say what was good, 
what was not good. 
Show benchmarks to others 
...
Brand Sustainability 
Business reality can drive a visual 
representation of an identity. 
A visual identity becomes more ...
Brand Sustainability 
Our way is to create a 
brand that lives and thrives 
in a digital world. 
Geoff Linsell, Moving Bra...
Consistency 
Holo 
Live a brand 
Change 
Paul Hughes in: Irene van Nes, Dynamic Identities 
A living brand
Quintessence: Brand Holism 
Strategy Identity 
Expression
Wrap-up 
Companies and insitutions 
grow day by day, so grow their 
brands, their identities and 
their communication.
Wrap-up 
A brand should be as dynamic 
and as relevant as the company, 
institution, service or product 
it represents.
Wrap-up 
A living brand offers possibilities 
for people to add something to the 
brand, to improve it, to have an 
influe...
Final words 
Everything in this world changes, 
so does branding. 
Branding must be alive.
Too much brainfood. 
Thanks! 
Questions?
Digital publication 
40+ Case Studies 
15 Brand Essences 
Manifesto 
Thoughts on branding 
15 Brand Essences 
Dynamic 
Bra...
Keep in touch 
dynamicbranding.info 
dynamicbranding 
And now let’s have some coffee.
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Brand Holism Lecture at Edenspiekermann

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We live in a dynamic and digitalised world. We have never been connected faster and easier than today. The development in culture, technology and economy opens up new forms who we connect, communicate and consume. What does this flexibilisation mean for a brand? Why must a brand not fight against change, but needs to be an active part of it? Companies and institutions grow everyday, so grow their brands, their identities and their communication. How does a brand become a living organism? »Brand Holism« is a new understanding of strategy, identity and expression of a brand and offers an inspiring support for everybody working for and with brands.

www.dynamicbranding.info, www.ejochum.com

This talk was held as a Brainfood session at Edenspiekermann in Berlin.

Published in: Marketing

Brand Holism Lecture at Edenspiekermann

  1. 1. Emanuel Jochum Edenspiekermann 21. August 2014 Brand Holism Some thoughts on modern branding
  2. 2. Hey there, guys! Today is about contemporary approaches to branding. Not about models or rules, just about some thinking.
  3. 3. This is me 25, Dornbirn, graphic designer Media and communication design studies in Austria, Mexico and Switzerland Graphic and communication designer at Sägenvier, spitzar and Impact Hub Zürich, freelance visual designer and design researcher
  4. 4. This is what I do Brand Strategy Corporate Design Design Thinking Editorial Design Interaction Design
  5. 5. This is my passion Strategic brand identity development Branding for startups and social enterprises ♥
  6. 6. Now 1 – Master project 2 – Brand Essences 3 – Logo becomes Holo 4 – Wrap-up and coffee
  7. 7. Master project @ ZHdK Brand Holism Dynamic Branding A Design systems to make visual identities flexible Challenges in contemporary brand identity development B
  8. 8. 40 case studies of flexible visual identities
  9. 9. 10 branding, design and communication pros
  10. 10. 10 supporting agencies, studios and companies Digital. Namics.
  11. 11. Branding as part of a new reality.
  12. 12. Today Our lives become more varied, more dynamic and increasingly mobile. Brands must face this reality, understand it and adapt their role. Moving Brands, Living Identity
  13. 13. Yes, it’s true: Brands are living organisms. Mindchange
  14. 14. Brand Essences 15 characteristics of a dynamic brand 15Br and Essences
  15. 15. Brand Strategy
  16. 16. Brand Strategy We need to get away from defining corporate designs to define a brand. Form follows content. Daniel Severin, Swisscom
  17. 17. Brand Strategy We create a verbal story at the heart of the brand. Why does this brand exist? Geoff Linsell, Moving Brands
  18. 18. Brand Authenticity
  19. 19. Brand Authenticity We live in the same world, but we are different people. How would a brand as a person be in the world? Geoff Linsell, Moving Brands
  20. 20. Brand Authenticity We need to pin down and document behaviours and a personality type. Geoff Linsell, Moving Brands
  21. 21. Brand Authenticity Things need to be dynamic to go with the time, but at the same time they need to create stability. Brands have to work between the poles of that. Marco Spies, think moto
  22. 22. Brand Consistency (values, attitudes)
  23. 23. Brand Consistency (values, attitudes) Being consistent doesn’t mean visual consistency but consistency in content. Daniel Severin, Swisscom
  24. 24. Brand Consistency (values, attitudes) Successful brands take a stand, exclude and give orientation. The brand core is important to show what I am and what I’m not. Daniel Frei, daniel frei. kommunikation
  25. 25. Brand Consistency (values, attitudes) Only if there’s a solid core, things can become dynamic. Identity rather is an internal attitude to values than a typeface, a colour or a logo. Marco Spies, think moto
  26. 26. Brand Inconsistency (character, behaviour)
  27. 27. Brand Inconsistency (character, behaviour) Identity is an ongoing process. This is the issue of brand identity: How do I present my personality in a suitable way. Mike Fuisz, moodley brand identity
  28. 28. Brand Inconsistency (character, behaviour) Give edges to the identity, but allow people to play within the edges, rather than giving them a solution of how to do it. Geoff Linsell, Moving Brands
  29. 29. Brand Coherence
  30. 30. Brand Coherence A story gets a client and a creative team to collaborate and to come up with something that is coherent. Geoff Linsell, Moving Brands
  31. 31. Brand Accessibility
  32. 32. Brand Accessibility Technology and the access to it allows us to reach anything we want to reach. Create a seamless brand experience. Felix Widmaier, Namics
  33. 33. Brand Adaptability
  34. 34. Brand Adaptability You need to be so mindful that the world is changeable. The rules are still being made up as we go along. Geoff Linsell, Moving Brands
  35. 35. Brand Adaptability If the basic theme allows enough space for interpretation, there is potential. Play with the characteristics of the medium. Isolde Fitzel, Nofrontiere Design
  36. 36. Brand Expandability
  37. 37. Brand Expandability When you create a system, you are basically capturing a moment in time. Geoff Linsell, Moving Brands
  38. 38. Brand Expandability We want to have fun, the life outside is difficult enough. It would be fatal to move within a too tight corset. Mike Fuisz, moodley brand identity
  39. 39. Brand Manageability
  40. 40. Brand Manageability It can be as playful as you want, but you need to know what the boundaries are. It’s all about the end-use. Geoff Linsell, Moving Brands
  41. 41. Brand Manageability Make less guidelines and less design plans, but clearly define how to use a dynamic brand. Daniel Severin, Swisscom
  42. 42. Brand Expressivity
  43. 43. Brand Expressivity Catch and capture the identity, bring the promise to life and express who you are, how you are and what makes you unique. Promise and prove. Daniel Severin, Swisscom
  44. 44. Brand Expressivity The fight for being interesting for the people becomes harder. Dynamic brands exude vitality, creativity, innovation and diversity. Mike Fuisz, moodley brand identity
  45. 45. Brand Experienceability
  46. 46. Brand Experienceability We need to create a positive brand experience at any touchpoint. This is what makes a brand strong. Daniel Severin, Swisscom
  47. 47. Brand Experienceability How can a brand be staged digitally, in a simple user interface design, in three-dimensional space? Mike Fuisz, moodley brand identity
  48. 48. Brand Interactivity
  49. 49. Brand Interactivity Being dynamic means change. Being dynamic means interaction instead of message. Marco Spies, think moto
  50. 50. Brand Interactivity Meaning arises through another one, in the interaction. It’s about dialogue. Marco Spies, think moto
  51. 51. Brand Senses hearing taste sight smell touch
  52. 52. Brand Senses Everything becomes more complex. You can expect more from people, especially from their perception. Nenad Kovacic, Raffinerie
  53. 53. Brand Senses The definition of behaviour and personality allows us to create a toolkit with the assets of a multisensorial identity. Geoff Linsell, Moving Brands
  54. 54. Brand Sustainability
  55. 55. Brand Sustainability Document what has been done and say what was good, what was not good. Show benchmarks to others who work with the brand. Felix Widmaier, Namics
  56. 56. Brand Sustainability Business reality can drive a visual representation of an identity. A visual identity becomes more meaningful when it starts to represent business activity. Geoff Linsell, Moving Brands
  57. 57. Brand Sustainability Our way is to create a brand that lives and thrives in a digital world. Geoff Linsell, Moving Brands
  58. 58. Consistency Holo Live a brand Change Paul Hughes in: Irene van Nes, Dynamic Identities A living brand
  59. 59. Quintessence: Brand Holism Strategy Identity Expression
  60. 60. Wrap-up Companies and insitutions grow day by day, so grow their brands, their identities and their communication.
  61. 61. Wrap-up A brand should be as dynamic and as relevant as the company, institution, service or product it represents.
  62. 62. Wrap-up A living brand offers possibilities for people to add something to the brand, to improve it, to have an influence on it and to change it.
  63. 63. Final words Everything in this world changes, so does branding. Branding must be alive.
  64. 64. Too much brainfood. Thanks! Questions?
  65. 65. Digital publication 40+ Case Studies 15 Brand Essences Manifesto Thoughts on branding 15 Brand Essences Dynamic Branding Dynamic Branding What’s next? Release in Sept 2014
  66. 66. Keep in touch dynamicbranding.info dynamicbranding And now let’s have some coffee.

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