We need to design digital Brand DNA

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We need to design digital Brand DNA

  1. Presented by John Oswald15th November 2011 Slide 1 © Fjord 2010 | Confidential
  2. Previously,at Brand Perfect…
  3. Once upon a time, the logo was thebrand…Customers knew a thing came from you because it had your logo on it.As products and services evolved, the logo evolved into a visualstyle, and later an editorial one as well.Slide 3 © Fjord 2010 | Confidential
  4. That’s not enoughanymore…Interactions have become farmore complex, especiallywhen we move beyondphysical goods.Consumers can take yourproduct or service with them Onlineto a lot of different placesnow. BrandYour brand now needs to co- Offlineexist with other brands.Or live within other brands.Sometimes there’s not evenanywhere to put your logo! History of the brand in digital – complexity alert!Slide 4 © Fjord 2010 | Confidential
  5. That’s not enoughanymore…Interactions have become farmore complex, especiallywhen we move beyondphysical goods. Multi-channelConsumers can take yourproduct or service with them Onlineto a lot of different placesnow. BrandYour brand now needs to co- Offlineexist with other brands.Or live within other brands.Sometimes there’s not evenanywhere to put your logo! History of the brand in digital – complexity alert!Slide 5 © Fjord 2010 | Confidential
  6. That’s not enoughanymore…Interactions have become farmore complex, especially Socialwhen we move beyondphysical goods. Multi-channelConsumers can take yourproduct or service with them Onlineto a lot of different placesnow. BrandYour brand now needs to co- Offlineexist with other brands.Or live within other brands.Sometimes there’s not evenanywhere to put your logo! History of the brand in digital – complexity alert!Slide 6 © Fjord 2010 | Confidential
  7. That’s not enoughanymore…Interactions have become far Smart Objectsmore complex, especially Socialwhen we move beyondphysical goods. Multi-channelConsumers can take yourproduct or service with them Onlineto a lot of different placesnow. BrandYour brand now needs to co- Offlineexist with other brands.Or live within other brands.Sometimes there’s not evenanywhere to put your logo! History of the brand in digital – complexity alert!Slide 7 © Fjord 2010 | Confidential
  8. That’s not enoughanymore… ContextInteractions have become far Smart Objectsmore complex, especially Socialwhen we move beyondphysical goods. Multi-channelConsumers can take yourproduct or service with them Onlineto a lot of different placesnow. BrandYour brand now needs to co- Offlineexist with other brands.Or live within other brands.Sometimes there’s not evenanywhere to put your logo! History of the brand in digital – complexity alert!Slide 8 © Fjord 2010 | Confidential
  9. What this means(What a brand is now)
  10. The brand still drivesvisual recognition…Slide 10 © Fjord 2010 | Confidential
  11. And editorial tone ofvoice…Slide 11 © Fjord 2010 | Confidential
  12. But now it also designs in behaviours and setsexpectations for performance…Interactions with Audi, for example, should always be sleek, reliable, responsive and quick.Slide 12 © Fjord 2010 | Confidential
  13. It even drives which services youcreate…Your brand behaviour and delivery determines what you should do.For instance, can you imagine Diesel with a Maternity helper app? Probably not. Through recognised behaviour, does yourbrand have the permission to do things?Slide 13 © Fjord 2010 | Confidential
  14. So, what does branddesign look like now?
  15. The Brand Challenge… Broadcast Media Digital Media Physical experience Liqiud experience { { Visual: One-way Largely static Spatial: Multi-way. Highly interactive Skills, methods & tools Skills, methods & tools Defined & Understood Not DefinedVisual Visual Behavioural Scale of harm done V Scale of opportunity Slide 15 © Fjord 2010 | Confidential
  16. This doesn’t work any more…and it wastes stupid amounts of cash ~ Physical ~ Physical Logo ~ Hierarchical ~ Hierarchical ~ Monolithic ~ Monolithic ~ Proscriptive ~ Proscriptive Colour & Type ~ Un-manageable ~ Un-manageable ~ Un-referenceable ~ Un-referenceable Channels ~ Not scalable ~ Not scalable ~ About access point ~ About access point TV Print Web Mobile RetailSlide 16 © Fjord 2010 | Confidential
  17. So lets bin it! Keep Britain tidy!Slide 17 © Fjord 2010 | Confidential
  18. This is what we need,we call it Brand DNA APPEARANCE BEHAVIOUR PERFORMANCE { APPEARANCE RECOGNISED ANYWHERE { AUTHENTIC BEHAVIOURS DELIVERED { EXPECTED PERFORMANCE GUARANTEEDSlide 18 © Fjord 2010 | Confidential
  19. How’s it done?Approaching branding in a different way…
  20. The basic concept…We begin with the defined brand valuesBrand values support business goals and attempt to describe the corecharacteristics that make the brand uniquely itself Brand X – “It’s about us” Curious Open Inventive PurposefulSlide 20 © Fjord 2010 | Confidential
  21. The brand values are then directly linked to customervalue Customer valueThese values are aboutthe company. But how We are always interested in you and looking for Brand value better ways of interacting with youmeaningful is this tocustomers? Curious We share our new ideas with you and you can talk Open to us anytimeThe qualities defined in theBrand Values should Inventive We are always innovating, which means you can rely on us to come up with better ways of doing stuffdirectly link to promised Purposefulbenefits (“Value”) for the We always do what we say and this means all ourcustomer. services are measured and guaranteed to work first timeBrand X - “It’s not about us – it’s about about you”Slide 21 © Fjord 2010 | Confidential
  22. The customer values are then translated into actionable brandbehaviours that will deliver the benefitsTo deliver the customer value, your brand will need to behave in certain ways. Thisbehaviour can take many shapes across platforms, objects, physical spaces.Brand X –”It’s not about what we say – it’s about what we do” do” Brand Behaviour Customer value Services Features Interactions Proactive questions Customer Web, CC, Handset We are always interested in you and looking for better at every touchpoint Intercept System Self-Help, Customer Brand value ways of interacting with you Panel Curious We share our new ideas with you and you can talk to Etc… Etc… Open us anytime Inventive We are always innovating, which means you can rely on us to come up with better ways of doing stuff Purposeful We always do what we say and this means all our services are measured and guaranteed to work first timeSlide 22 © Fjord 2010 | Confidential
  23. Where has it worked?Examples that illustrate it…
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  30. Three screen shots from different platforms, illustrating the key areas where Spotifydemonstrates its Brand DNA in the 3 ways we see itSlide 30 © Fjord 2010 | Confidential
  31. Slide 31 © Fjord 2010 | Confidential
  32. Bringing it all together APPEARANCE BEHAVIOUR PERFORMANCESlide 32 © Fjord 2010 | Confidential
  33. Have fun this afternoon!Slide 33 © Fjord 2010 | Confidential
  34. This presentation was brought to you by: Louisa Heinrich Scott Ewings Steve Graham Mike Beeston John Oswald Dom Quigley Brian McLaughlinSlide 34 © Fjord 2010 | Confidential

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