Adrian Day
"User Experience or Brand Experience"
June 2011
LBi Masterclasses
This is the first in a series of LBi Masterclasses designed to inspire, educate and provoke debate. Gain masterful insights from practitioners and experts in various fields. And put theory into practice in our follow-up workshop.
Keppel Ltd. 1Q 2024 Business Update Presentation Slides
Adrian Day "User Experience or Brand Experience" - LBi Masterclasses June 11
1. USER
EXPERIENCE
OR
BRAND EXPERIENCE?
A Masterclass
Adrian Day in brand strategy
Brand consultant today
adrian@vermilionadvisers.com
07990 594593
http://uk.linkedin.com/in/adriancday
2. 1 What’s a brand?
2 Brand strategy – theory and practice
3 Brand experience to user experience
9th June 2011
Adrian Day // User experience or brand experience?
3. 1 WHAT’S A
BRAND?
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4. A brand is…?
Not a logo or a name but an organisation’s reputation
and a commitment to certain standards
Brands are created in the minds of people
… and (should be) delivered by every individual in the
organisation
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5. A brand is a living entity and it is
enriched or undermined
cumulatively over time, the product
of a thousand small steps
Michael Eisner, former CEO of Disney
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6. A brand is…
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7. … a thousand small gestures!
Merchandising
Services
Word of mouth
PR Call centre
Promotions New product
Sponsorship
Advertising development
Social media Products
Publications and literature New service
Communications Products & development
Services
BRAND
ESSENCE
Place People
Retail
Websites customers
Business customers
Production facilities Community
Offices, reception areas & Business partners
meeting rooms Employees
Community Suppliers
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8. 2 BRAND
STRATEGY
THEORY AND
PRACTISE 9th June 2011
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9. Brands have real value
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10. For a brand to be strong, it must be
Appealing Different
&
&
Relevant
Know about
to from
its audience the competition
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11. Brand success drives business success
+
+ 128% + 289%
Differentiation
- +
+ 1%
Relevance
- 9th June 2011
Source: S&P: Change in EBIT over 3 years Adrian Day // User experience or brand experience?
12. How do you create a brand?
A corporate brand is made up of a kit of parts including
vision, values, proposition, positioning and personality
Brand expression is what brings the brand alive – The
name, visual identity and communications – including
website, social media, public relations, public affairs,
employee engagement
Reputation is how people perceive the brand
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13. Still in control?
In the past companies could ‘manage’ their brand
interface – today they have less control
30 million Britons have a Facebook presence.
Almost a third of people who use social media are
likely or very likely to post comments to express their
opinions about a brand or company.
Sopotentially 10 million people are ready to express
their opinion via social media channels.
YouGov online survey 24.5.11
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14. The important bits of a brand
Proposition
the offer and benefits of that offer
Positioning These aren’t
how the brand relates to other brands
always
Values explicitly
the qualities that make the brand appealing defined
Personality
how the brand behaves
Architecture
the visual relationship between different brands
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15. How brands position themselves
Tangible Intangible
1 2 3 4 5 6
Experience
Infrastructure Products Process Personality Purpose/Benefit
WHERE YOUR ARE & Services HOW DO YOU DO IT WHO ARE WE WHY YOU DO IT WHAT’S THE
WHAT YOU OFFER EXPERIENCE
World class Hardware & software Optimum The challenger Better coverage Cool design
logistics engineered to work search
together
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16. Here’s one we did earlier…
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17. Background
Academic Health Science Centres (AHSC), a
Government initiative aimed at replicating the model
collaborations between research-led universities and top
clinicians in such centres as Johns Hopkins and
Karolinska.
King’s College London and three leading Hospital Trusts:
Guy’s and St Thomas’
King’s College Hospital
South London and Maudsley
United to form a new AHSC
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18. The brand challenge
How should the new entity be branded?
What should its positioning and personality be
(university, established hospital, something new?)?
What should its relationship be with the component
parts?
What should it be called?
How should it express itself?
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19. Brand definition
Extensive worlwide and UK research exploring brand equity in the partner
brands.
- 50 international and UK depth interviews
- Focus groups covering post-graduate students, patients, stakeholders
such as GPs, PCTs and local authorities, governors and board
members
Clear that the driving purpose of the new organisation would always be
better patient outcomes.
Research showed worldwide academic equity in the King’s name. ‘London’,
as a richly diverse world city, also had value in its own right.
But strong internal loyalty to existing brands.
The AHSC should be a supporting brand, but would also need to be a
leading brand in it sown right 9th June 2011
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20. Developing the brand
The combination of:
- King’s College London’s spread of health and health related
schools
- Three of London’s greatest teaching hospitals
- One of the best mental health trusts in the UK and the
internationally famous Institute of Psychiatry
Pointed to a uniquely comprehensive offering:
- Better research, care, teaching and training for the body and
mind
- Delivered in London, for the ultimate benefit of the world
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21. What is in the brand?
Whole Person Translational
Research
Concentration on physical,
mental and emotional health. Improving the speed,
And broader issues of efficiency and effectiveness
medical ethics, medical law, of health research.
public health
Better
health and
well-being
London Medical
and the World Advances
Working together in London, Improving care, treatment
a world city, to deliver the and prevention of health
best care for local patients, problems for individuals and
in all their diversity society alike.
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22. Defining the brand
Positioning
Better health and well-being by integrating world class research, care and teaching
Proposition
King’s Health Partners brings together in London the world’s best in research, care
and teaching t pioneer better ways of advancing health and well-being
Vision
To be a world leader in improving health and well-being
Values
We put patient care at the heart of everything we do, attracting and developing the
best people, collaborating to translate pioneering research into new standards of
healthcare for London and the world
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23. Brand message platform
Strapline
Pioneering better health for all
Descriptor
King’s Health Partners is one of the world’s
leading Academic Health Sciences Centres
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28. 3 BRAND
EXPERIENCE TO
USER
EXPERIENCE 9th June 2011
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29. Brand experience to user experience
Translating the brand into a digital experience?
Think different Imagination at Smarter planet
work
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30. Deloitte
The ‘human brand’?
At Deloitte we understand our brand as an
open platform. With blogs, internal fora,
Facebook apps etc we not only allow but
actively encourage our people to create,
shape and run with our brand.
Chief Marketing Officer
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32. Easier
Appealing and relevant for most people
40% of prospects willing to switch to ING if it was
easier than its competitors
An internal organising concept
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33. No one tries harder for customers
Treat people how we like to be treated
Tesco values sit at the hearth of our business and
help us deliver our core purpose – to create value for
customers to earn their lifetime loyalty.
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34. Our mission:
To enrich people’s lives with programmes and
services that inform, educate and entertain.
Our vision:
To be the most creative organisation in the
world.
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35. All the same?
ISO 9241-210
6 key principles that will ensure your design is user centred:
-The design is based upon an explicit understanding of users,
tasks and environments.
-Users are involved throughout design and development.
-The design is driven and refined by user-centred evaluation.
-The process is iterative.
-The design addresses the whole user experience.
-The design team includes multidisciplinary skills and
perspectives.
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37. How?
-Clearly define the customer experience to reflect the brand
definition. What does ‘helpful’, ‘entertaining’, ‘intelligent’ look like?
-Research with audiences – what are their expectations? How do
they interpret the brand?
-Benchmark against competitors and best practice peers
-Sense check with audiences - how do they perceive the
experience?
-Review regularly
-Evolve with the brand
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The Academic health Science Centre concept is the UK take on the close collaboration between research, teaching and clinical delivery of patient care. Perhaps the best examples in the world can be seen in places like Johns Hopkins in Baltimore. Or Karolinska.As you can see, in 2007, King’s College London started the process of coming together with some of London’s most famous teaching hospitals.They recognised at the outset that the naming and branding of the new organisation would not only form a crucial element in its long term success, but also that the process of developing the brand, consulting and bringing staff along would help the development of the organisation itself.
The Academic health Science Centre concept is the UK take on the close collaboration between research, teaching and clinical delivery of patient care. Perhaps the best examples in the world can be seen in places like Johns Hopkins in Baltimore. Or Karolinska.As you can see, in 2007, King’s College London started the process of coming together with some of London’s most famous teaching hospitals.They recognised at the outset that the naming and branding of the new organisation would not only form a crucial element in its long term success, but also that the process of developing the brand, consulting and bringing staff along would help the development of the organisation itself.
The Academic health Science Centre concept is the UK take on the close collaboration between research, teaching and clinical delivery of patient care. Perhaps the best examples in the world can be seen in places like Johns Hopkins in Baltimore. Or Karolinska.As you can see, in 2007, King’s College London started the process of coming together with some of London’s most famous teaching hospitals.They recognised at the outset that the naming and branding of the new organisation would not only form a crucial element in its long term success, but also that the process of developing the brand, consulting and bringing staff along would help the development of the organisation itself.
We were appointed in 2007 to help them with this process.A process that involved among other things, world wide qualitative interview based research and UK based focus groups with stakeholder groups.
The research indicated brand equity in the King’s name.In London.And the combination of the partners, including not only the university, but also the teaching hospitals , one of the UK’s leading mental health trusts and the world famous Institute of PsychiatryPointed to a positioning …
This is the heart of the brand’s visual expression.As we have already seen, there is a balance to be struck between the heritage of the long established and famous institutions coming together and the vision of cutting edge research being translated into better patient care.The use of a DNA related image references the crucial role that Rosalind Franklin and Ray Gosling at King’s College London played in the discovery of the double helix and that genetics is now playing in biomedical research.
The brand can be supported by its member organisations
Or it can support themThat’s a hospital sign, showing the brand endorsement
To build up a coherent and cohesive brand experience