The document discusses brand DNA and its importance for companies. It defines brand DNA as an anchoring idea that captures a company's difference and values. It provides examples of brands like Jaguar that have reinvented themselves while staying true to their DNA. The presentation emphasizes that an effective brand DNA gives clarity on who the brand is, courage in its goals, and guidelines on how it communicates and manages its identity.

1. GREAT
FESTIVAL
OF
CREATIVITY
20 - 22 May 2014
Istanbul

2. BRAND DNA:
THEATRE FOR
THE SENSES
Sir John Sorrell
Chairman, London Design Festival

3. Julian Thomson
Assistant Design Director
at Jaguar
Turgay Adiyaman
Saffron Brand Consultants, Turkey

4. JAGUAR DNA: A
THEATRE FOR THE
SENSES
Julian Thomson
Advanced Design Director –
Jaguar Cars

5. Design communicates a products values, what it does and who it is for………
Design should tell a story…

6. Design tells the customer a story…

7. Brand success
X350
XJ40XJ6 Series IIXJ6 Series I
X300 X308
1968 1973 1986
1994 1997 2004

8. Brand success

9. 1960 1982Guccibecame PLC 2014Guccicollection
60’s 80’s Today
Heritage can be your greatest asset or your biggest limitation
Staying relevant

10. Saab 99
Saab 9-4X
Balancingyour truevaluesagainstthemassmarket
Staying relevant

11. A design philosophy is not a collection of visual cues

12. Cutting edge Glamorous Sophisticated Indulgence
JAGUAR DESIGNPHILOSOPHY-SAMEAS IT EVERWAS……
Unique and desirable – an emotional connection

13. Which direction should we go in?
The Future

14. NEWMARKETS–CHINARUSSIA
EMERGINGMARKETS–BRAZILANDMIDDLEEAST TIMEISLUXURY
WORK/LIFE.MYCONNECTEDWORLD
ENVIRONMENTALRESPONSIBILITY
EFFICIENCY,ETHICSANDWORLDLEGISLATION
What are the future global challenges…

15. NISSAN MICRA
5YRS £1.5 BILLION
We are now designing Jaguars you’ll be driving in 2025
AIRBUS A380
11 YRS £6 BILLION
Scale of projects

16. How to create that same energy in a modern context

17. A Spontaneous and Creative Environment
How to create that same energy in a modern context

18. The design process - CAS 3D visualisation
How to create that same energy in a modern context

19. The importance of Artistry and Craftsmanship
How to create that same energy in a modern context

20. Dan Dare, Back to the Future………
So what does the future look like

21. Art of travel
Futuring or brand values

22. Art of travel
Futuring or brand values

23. Experience
SKETCHES SHOW VEHICLE CX 75INSPIRATION
Futuring or brand values

24. Craft
FORMING THE ALUMINUM SHOW CAR CX 75THEME SKETCH FOR THE TURBINE BAY
Futuring or brand values

25. Understated Luxury
STEALTH WEALTH INDIVIDUALITYQUALITY & CRAFTSMANSHIPMOVING AWAY FROM OVERT BRANDING
The changing luxury market

26. We are still thesame………..true toourvalues
Experience & Personal Service
OUSTANDING SERVICE & ECOMMERCE EXPERIENCE IS THE NEW STATUS SYMBOL MEMBERSHIP & SENSE OF BELONGING
The changing luxury market

27. We are still thesame………..true toourvalues
The new wave of global design
EAST INFLUENCING WEST DESIGNED IN CHINA NOT MADE IN CHINA JAGUAR STUDENT FUTURE INSIGHTS
The changing luxury market

28. MA Cross Discipline Student Entries
8 TEAMS FROM M.A VEHICLE & TEXTILE DESIGN
DEPARTMENTS
TO DESIGN A JOINT EXTERIOR AND INTERIOR FORM STUDY TWO WEEKS TO CONCEIVE AND PRESENT DESIGN
PROPOSALS
8 WEEKS TO CREATE SHOW PIECE, DISPLAYED
AT LONDON'S CLERKENWELL DESIGN WEEK
Creating a future design vision

29. Winning Entry: Ewan Gallimore & Claire Miller
STUDY OF LIGHT SOPHISITCATED AND MODERN COLOUR PALETTE SCULPTURAL VOLUMES, BESPOKE MATERIALS & VISUAL LIGHTNESS
Creating a future design vision

30. Finished Model
Creating a future design vision

31. Window Pieces by Mortiz Waldemeyer & Fredrikson Stallard
LIGHT SCULPTURE
Creating a future design vision

32. Window Pieces by Neri&Hu and Mathieu Gustafsson
CARBONFIBRE PETTRANSPORTER
Creating a future design vision

33. Window Piece by Jaguar Advanced Design
MARBLE
Creating a future design vision

34. JUST BLENDING IN LIVING IN THE PAST CHOKED BY OUR HERITAGE
Heritage can be your greatest asset or your biggest limitation
Building the brand

35. JAGUAR XJ THOMAS HEATHERWICK OLYMPIC FLAME HOUSES OF PARLIAMENT
A constant reinvention
Building the brand

36. We are still the same………..true to our values
Building the brand

37. Thank You - Julian Thomson - Advanced Design Director – Jaguar
Cars

38. SAFFRON BRAND
CONSULTANTS:
ON BRAND DNA
Turgay Adiyaman
Saffron Brand Consultants

40. What is the
Brand DNA?

41. Brand DNA is an idea

42. 1899
―

43. Today
―

44. Argentina, 2013
Tomorrow?
―

46. authenticity
creativity&courage

49. For freedom

50. For change

51. For Change

52. For Change

53. For Origin

54. For being human

55. For provenance

56. For Old and
Contemporary

57. authenticity
creativity&courage

58. Brand DNA is an idea…

59. An idea to anchor the difference

60. Iconoclasm
An idea to anchor the difference

61. Iconoclasm

62. Product

63. Environment

64. Our approach
Clarity
Who You
Are?
Courage
What You
Want to do?
Behaviour

65. Communication

66. A few more examples

67. Nude, Turkey

68. Nude

69. Nude

70. Let’s Talk

76. A1, Austria

79. A1 Telekom Austria

80. Eurovision, Conchit-A…

81. authenticity
clarity&courage
+a few guidelines

82. A few guidelines
1. What do you stand for?

83. A few guidelines
1. What do you stand for?
2. Who do you talk to?

84. A few guidelines
1. What do you stand for?
2. Who do you talk to?
And who do you listen to?

85. A few guidelines
1. What do you stand for?
2. Who do you talk to?
And who do you listen to?
3. What do you say?

86. A few guidelines
1. What do you stand for?
2. Who do you talk to?
And who do you listen to?
3. What do you say?
4. How do you say it?

87. A few guidelines
1. What do you stand for?
2. Who do you talk to?
And who do you listen to?
3. What do you say?
4. How do you say it?
5. Where do you say it?

88. A few guidelines
1. What do you stand for?
2. Who do you talk to?
And who do you listen to?
3. What do you say?
4. How do you say it?
5. Where do you say it?
6. How do you manage it?