Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Building a compelling Brand System

1,598 views

Published on

In today’s cross-channel world, brand experience has become intertwined with user experience. A brand identity that authentically underpins services, products and marketing is critical to generate new sales and loyalty.

The presentation will explore the core tenants you need to build a holistic brand system. We’ll examine how identity design, narrative creation, scalable infrastructure and a cohesive visual language can help to drive future innovation and customer satisfaction.

By putting infrastructure and the brand essence at the core of an organisation, brands can create a more sustainable future for their companies. Brands that follow these principles will spend fewer resources on advertising, whilst improving customer satisfaction.

Published in: Design
  • Be the first to comment

  • Be the first to like this

Building a compelling Brand System

  1. 1. BUILDING A COMPELLING BRAND SYSTEM D A N N Y B L U E S T O N E - C Y B E R - D U C K L T D
  2. 2. With an ISO accredited, user-centred approach, our award winning team will ensure your brand, website and marketing campaigns perform exceptionally, every time.
  3. 3. INTRO
  4. 4. When a company knows what it stands for and where it is going, it can focus its people and resources and have clarity in a range of decisions.
  5. 5. A robust brand architecture provides management scale, so business units run things independently
  6. 6. “If you’re everything, you’re kind of nothing,” Brad Garlinghouse, a former Yahoo executive
  7. 7. THE WHAT
  8. 8. Storyframing is the art of building a structure that lets customers create their own narratives
  9. 9. Customers are focused on meaning
  10. 10. The Guinness Storehouse has become a stunning Dublin landmark
  11. 11. Smart brands use digital and physical infrastructure to get in touch with different generations
  12. 12. Cyber-Duck runs its own internal hackathons to develop growth infrastructure
  13. 13. We moved away from “brands marketing products" to “products marketing brands”
  14. 14. Using exemplars, 
 interaction with government services has been re-engineered
  15. 15. Put the needs of the users first and foremost
  16. 16. Don’t find customers for your products, find products for your customers Seth Godin
  17. 17. THE HOW
  18. 18. Strong brands should be persona focused
  19. 19. Brand system Part 01 of 02 (“The how”)
  20. 20. A brand needs an essence, narrative and ‘integrative’ innovation 1/3 PERSONALITY
  21. 21. Innovation and integration1/3 PERSONALITY
  22. 22. Cultivation1/3 PERSONALITY
  23. 23. Unique brands that are language and content ‘adaptive’ win the customer centricity battle 2/3 BEHAVIOUR
  24. 24. 2/3 BEHAVIOUR Differentiation
  25. 25. 2/3 BEHAVIOUR Ongoing validation
  26. 26. Bake in social connectivity to drive growth hacking. Have a ubiquitous presence across channels, linking to the ‘real world’ 3/3 COMMUNICATION
  27. 27. 3/3 Channel iterationCOMMUNICATION
  28. 28. 3/3 CollaborateCOMMUNICATION
  29. 29. TAKEAWAYS
  30. 30. - PERSONALITY - By building a distinct personality that is focused, scalable and ‘integrative’ with quality content, brands can elevate innovation and outreach. - BEHAVIOUR - Modern brands become ‘digital first’ by removing obstacles through empowerment, personalisation, design ‘languages’ and process change. - COMMUNICATION - Disruptive brands bake in social connectivity whilst ensuring ‘shareability’ that is ‘real-world’ compatible and user centric. TO SUMMARISE
  31. 31. — Marty Neumeier Customers no longer buy brands. They join brands.
  32. 32. THANK YOU @ C Y B E R D U C K _ U K @ D A N N Y _ B L U E S T O N E A L L I M A G E S I N T H I S P R E S E N T A T I O N A R E C O P Y R I G H T T O T H E I R R E S P E C T I V E O W N E R S

×