SlideShare a Scribd company logo
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 thinking.
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
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 in 
contemporary brand 
identity development 
B
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 and adapt their role. 
Moving Brands, Living Identity
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 Severin, Swisscom
Brand Strategy 
We create a verbal story at 
the heart of the brand. 
Why does this brand exist? 
Geoff Linsell, Moving Brands
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 world? 
Geoff Linsell, Moving Brands
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. 
Brands have to work 
between the poles of that. 
Marco Spies, think moto
Brand Consistency (values, attitudes)
Brand Consistency (values, attitudes) 
Being consistent doesn’t 
mean visual consistency but 
consistency in content. 
Daniel Severin, Swisscom
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
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
Brand Inconsistency (character, behaviour)
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
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
Brand Coherence
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
Brand Accessibility
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
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 along. 
Geoff Linsell, Moving Brands
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
Brand Expandability
Brand Expandability 
When you create a system, 
you are basically capturing 
a moment in time. 
Geoff Linsell, Moving Brands
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
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 end-use. 
Geoff Linsell, Moving Brands
Brand Manageability 
Make less guidelines and less 
design plans, but clearly define 
how to use a dynamic brand. 
Daniel Severin, Swisscom
Brand Expressivity
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
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
Brand Experienceability
Brand Experienceability 
We need to create a positive brand 
experience at any touchpoint. 
This is what makes a brand strong. 
Daniel Severin, Swisscom
Brand Experienceability 
How can a brand be staged digitally, 
in a simple user interface design, 
in three-dimensional space? 
Mike Fuisz, moodley brand identity
Brand Interactivity
Brand Interactivity 
Being dynamic means change. 
Being dynamic means interaction 
instead of message. 
Marco Spies, think moto
Brand Interactivity 
Meaning arises through 
another one, in the interaction. 
It’s about dialogue. 
Marco Spies, think moto
Brand Senses 
hearing taste 
sight smell 
touch
Brand Senses 
Everything becomes more complex. 
You can expect more from people, 
especially from their perception. 
Nenad Kovacic, Raffinerie
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
Brand Sustainability
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
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
Brand Sustainability 
Our way is to create a 
brand that lives and thrives 
in a digital world. 
Geoff Linsell, Moving Brands
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 
influence on it and to change it.
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 
Branding 
Dynamic 
Branding 
What’s next? 
Release in 
Sept 2014
Keep in touch 
dynamicbranding.info 
dynamicbranding 
And now let’s have some coffee.

More Related Content

Similar to Brand Holism Lecture at Edenspiekermann

The 10 Golden Rules of Personal Branding
The 10 Golden Rules of Personal BrandingThe 10 Golden Rules of Personal Branding
The 10 Golden Rules of Personal Branding
MySpeedHub
 
5 things every small business should know about branding
5 things every small business should know about branding5 things every small business should know about branding
5 things every small business should know about branding
Collins Biobaku
 
Brand is as brand does
Brand is as brand doesBrand is as brand does
Brand is as brand does
CharityComms
 
Spinning Top Media- Pitch Deck
Spinning Top Media- Pitch DeckSpinning Top Media- Pitch Deck
Spinning Top Media- Pitch Deck
Kashyap Oberoi
 
Voxpopuli - How to lead your tribe
Voxpopuli - How to lead your tribeVoxpopuli - How to lead your tribe
Voxpopuli - How to lead your tribe
Giuseppe Cavallo
 
Stuart Wilson - My Principles of creativity
Stuart Wilson - My Principles of creativityStuart Wilson - My Principles of creativity
Stuart Wilson - My Principles of creativity
stuwilson.co.uk
 
Create your personal brand with 10 steps
Create your personal brand with 10 stepsCreate your personal brand with 10 steps
Create your personal brand with 10 steps
Henry Lee
 
Create your personal brand with 10 steps
Create your personal brand with 10 stepsCreate your personal brand with 10 steps
Create your personal brand with 10 steps
Henry Lee
 
Maximizing your brand image
Maximizing your brand imageMaximizing your brand image
Maximizing your brand image
Sherry
 
An Introduction To 21st Century Brands
An Introduction To 21st Century BrandsAn Introduction To 21st Century Brands
An Introduction To 21st Century Brands
Jamie Lister
 
BRAND TRENDS IN 2015: PART 1
BRAND TRENDS IN 2015: PART 1BRAND TRENDS IN 2015: PART 1
BRAND TRENDS IN 2015: PART 1
Andrius Grigorjevas
 
Developing a more distinctive brand proposition
Developing a more distinctive brand propositionDeveloping a more distinctive brand proposition
Developing a more distinctive brand proposition
Brand Remedy
 
Npog
NpogNpog
Npog
caitie
 
BRAND_e-book by Mahesh Enjeti_Purpose of my Book and your Brand_pages 5 to 8_...
BRAND_e-book by Mahesh Enjeti_Purpose of my Book and your Brand_pages 5 to 8_...BRAND_e-book by Mahesh Enjeti_Purpose of my Book and your Brand_pages 5 to 8_...
BRAND_e-book by Mahesh Enjeti_Purpose of my Book and your Brand_pages 5 to 8_...
Mahesh Enjeti
 
BRAND e book by mahesh enjeti-purpose of my book and your brand_pages 5 to 8_...
BRAND e book by mahesh enjeti-purpose of my book and your brand_pages 5 to 8_...BRAND e book by mahesh enjeti-purpose of my book and your brand_pages 5 to 8_...
BRAND e book by mahesh enjeti-purpose of my book and your brand_pages 5 to 8_...
Mahesh Enjeti
 
CHC Brand Book Draft
CHC Brand Book DraftCHC Brand Book Draft
CHC Brand Book Draft
fnyakairu
 
A brand new way to grow your business e book by mahesh enjeti (2017-01_25 20_...
A brand new way to grow your business e book by mahesh enjeti (2017-01_25 20_...A brand new way to grow your business e book by mahesh enjeti (2017-01_25 20_...
A brand new way to grow your business e book by mahesh enjeti (2017-01_25 20_...
Mahesh Enjeti
 
Law Of Selling
Law Of SellingLaw Of Selling
Law Of Selling
Ashton Bishop
 
New brand management techniques 1st part
New brand management techniques   1st partNew brand management techniques   1st part
New brand management techniques 1st part
Verónica Cochón Vazquez
 
Brand Attraction eBook
Brand Attraction eBookBrand Attraction eBook
Brand Attraction eBook
The Design Channel, LLC
 

Similar to Brand Holism Lecture at Edenspiekermann (20)

The 10 Golden Rules of Personal Branding
The 10 Golden Rules of Personal BrandingThe 10 Golden Rules of Personal Branding
The 10 Golden Rules of Personal Branding
 
5 things every small business should know about branding
5 things every small business should know about branding5 things every small business should know about branding
5 things every small business should know about branding
 
Brand is as brand does
Brand is as brand doesBrand is as brand does
Brand is as brand does
 
Spinning Top Media- Pitch Deck
Spinning Top Media- Pitch DeckSpinning Top Media- Pitch Deck
Spinning Top Media- Pitch Deck
 
Voxpopuli - How to lead your tribe
Voxpopuli - How to lead your tribeVoxpopuli - How to lead your tribe
Voxpopuli - How to lead your tribe
 
Stuart Wilson - My Principles of creativity
Stuart Wilson - My Principles of creativityStuart Wilson - My Principles of creativity
Stuart Wilson - My Principles of creativity
 
Create your personal brand with 10 steps
Create your personal brand with 10 stepsCreate your personal brand with 10 steps
Create your personal brand with 10 steps
 
Create your personal brand with 10 steps
Create your personal brand with 10 stepsCreate your personal brand with 10 steps
Create your personal brand with 10 steps
 
Maximizing your brand image
Maximizing your brand imageMaximizing your brand image
Maximizing your brand image
 
An Introduction To 21st Century Brands
An Introduction To 21st Century BrandsAn Introduction To 21st Century Brands
An Introduction To 21st Century Brands
 
BRAND TRENDS IN 2015: PART 1
BRAND TRENDS IN 2015: PART 1BRAND TRENDS IN 2015: PART 1
BRAND TRENDS IN 2015: PART 1
 
Developing a more distinctive brand proposition
Developing a more distinctive brand propositionDeveloping a more distinctive brand proposition
Developing a more distinctive brand proposition
 
Npog
NpogNpog
Npog
 
BRAND_e-book by Mahesh Enjeti_Purpose of my Book and your Brand_pages 5 to 8_...
BRAND_e-book by Mahesh Enjeti_Purpose of my Book and your Brand_pages 5 to 8_...BRAND_e-book by Mahesh Enjeti_Purpose of my Book and your Brand_pages 5 to 8_...
BRAND_e-book by Mahesh Enjeti_Purpose of my Book and your Brand_pages 5 to 8_...
 
BRAND e book by mahesh enjeti-purpose of my book and your brand_pages 5 to 8_...
BRAND e book by mahesh enjeti-purpose of my book and your brand_pages 5 to 8_...BRAND e book by mahesh enjeti-purpose of my book and your brand_pages 5 to 8_...
BRAND e book by mahesh enjeti-purpose of my book and your brand_pages 5 to 8_...
 
CHC Brand Book Draft
CHC Brand Book DraftCHC Brand Book Draft
CHC Brand Book Draft
 
A brand new way to grow your business e book by mahesh enjeti (2017-01_25 20_...
A brand new way to grow your business e book by mahesh enjeti (2017-01_25 20_...A brand new way to grow your business e book by mahesh enjeti (2017-01_25 20_...
A brand new way to grow your business e book by mahesh enjeti (2017-01_25 20_...
 
Law Of Selling
Law Of SellingLaw Of Selling
Law Of Selling
 
New brand management techniques 1st part
New brand management techniques   1st partNew brand management techniques   1st part
New brand management techniques 1st part
 
Brand Attraction eBook
Brand Attraction eBookBrand Attraction eBook
Brand Attraction eBook
 

Recently uploaded

Bad Bunny Merch.pptxKJDSVKBDSVKBDSVKDDSKDKJDBK
Bad Bunny Merch.pptxKJDSVKBDSVKBDSVKDDSKDKJDBKBad Bunny Merch.pptxKJDSVKBDSVKBDSVKDDSKDKJDBK
Bad Bunny Merch.pptxKJDSVKBDSVKBDSVKDDSKDKJDBK
rawlensproductionsco
 
原版制作(Sunderland毕业证书)桑德兰大学毕业证录取通知书一模一样
原版制作(Sunderland毕业证书)桑德兰大学毕业证录取通知书一模一样原版制作(Sunderland毕业证书)桑德兰大学毕业证录取通知书一模一样
原版制作(Sunderland毕业证书)桑德兰大学毕业证录取通知书一模一样
5ys5mvlp
 
在线办理(worc毕业证书)伍斯特大学毕业证成绩单一模一样
在线办理(worc毕业证书)伍斯特大学毕业证成绩单一模一样在线办理(worc毕业证书)伍斯特大学毕业证成绩单一模一样
在线办理(worc毕业证书)伍斯特大学毕业证成绩单一模一样
5ys5mvlp
 
01 Field+Guide+to+Human-Centered+Design_IDEOorg_English GUIA COMPLETA DETALLA...
01 Field+Guide+to+Human-Centered+Design_IDEOorg_English GUIA COMPLETA DETALLA...01 Field+Guide+to+Human-Centered+Design_IDEOorg_English GUIA COMPLETA DETALLA...
01 Field+Guide+to+Human-Centered+Design_IDEOorg_English GUIA COMPLETA DETALLA...
Jorge Calmett
 
Customer relationship management notes for Bcom students
Customer relationship management notes for Bcom studentsCustomer relationship management notes for Bcom students
Customer relationship management notes for Bcom students
PratibhaShelake1
 
2024 case study-SHEIN Analysis-Final.pdf
2024 case study-SHEIN Analysis-Final.pdf2024 case study-SHEIN Analysis-Final.pdf
2024 case study-SHEIN Analysis-Final.pdf
Sun.Lee
 
How to Generate Add to Calendar Link using Cal.et
How to Generate Add to Calendar Link using Cal.etHow to Generate Add to Calendar Link using Cal.et
How to Generate Add to Calendar Link using Cal.et
Y
 
Digital Marketing Services Agency in USA
Digital Marketing Services Agency in USADigital Marketing Services Agency in USA
Digital Marketing Services Agency in USA
akramulislamtarek007
 
NIMA2024 | AI en de 50% afname van je traffic. Wat nu! | Folkje Berends en Sj...
NIMA2024 | AI en de 50% afname van je traffic. Wat nu! | Folkje Berends en Sj...NIMA2024 | AI en de 50% afname van je traffic. Wat nu! | Folkje Berends en Sj...
NIMA2024 | AI en de 50% afname van je traffic. Wat nu! | Folkje Berends en Sj...
BBPMedia1
 
3 Best “Add to Calendar” Link Generator Tools (2024)
3 Best  “Add to Calendar”  Link Generator Tools (2024)3 Best  “Add to Calendar”  Link Generator Tools (2024)
3 Best “Add to Calendar” Link Generator Tools (2024)
Y
 
在线办理(英国UWS毕业证书)西苏格兰大学毕业证学位证一模一样
在线办理(英国UWS毕业证书)西苏格兰大学毕业证学位证一模一样在线办理(英国UWS毕业证书)西苏格兰大学毕业证学位证一模一样
在线办理(英国UWS毕业证书)西苏格兰大学毕业证学位证一模一样
5ys5mvlp
 
Boost Your Instagram Views Instantly Proven Free Strategies.
Boost Your Instagram Views Instantly Proven Free Strategies.Boost Your Instagram Views Instantly Proven Free Strategies.
Boost Your Instagram Views Instantly Proven Free Strategies.
InstBlast Marketing
 
From Subreddits To Search: Maximizing Your Brand's Impact On Reddit
From Subreddits To Search: Maximizing Your Brand's Impact On RedditFrom Subreddits To Search: Maximizing Your Brand's Impact On Reddit
From Subreddits To Search: Maximizing Your Brand's Impact On Reddit
Search Engine Journal
 
Practical Progress from a Theory by Steven Kingpdf
Practical Progress from a Theory by Steven KingpdfPractical Progress from a Theory by Steven Kingpdf
Practical Progress from a Theory by Steven Kingpdf
william charnock
 
Digital Marketing Company in India - DIGI Brooks
Digital Marketing Company in India -  DIGI BrooksDigital Marketing Company in India -  DIGI Brooks
Digital Marketing Company in India - DIGI Brooks
DIGI Brooks
 
Advanced Storytelling Concepts for Marketers
Advanced Storytelling Concepts for MarketersAdvanced Storytelling Concepts for Marketers
Advanced Storytelling Concepts for Marketers
Ed Shimp
 
Why bridging the gap between PR and SEO is the only way forward for PR Profes...
Why bridging the gap between PR and SEO is the only way forward for PR Profes...Why bridging the gap between PR and SEO is the only way forward for PR Profes...
Why bridging the gap between PR and SEO is the only way forward for PR Profes...
Isa Lavs
 
DTA Promotion - Marketing Specialist Assignment
DTA Promotion - Marketing Specialist AssignmentDTA Promotion - Marketing Specialist Assignment
DTA Promotion - Marketing Specialist Assignment
Amal Agung Cahyadi
 
THE STORY COMMUNICATION Credential 2024.pptx
THE STORY COMMUNICATION Credential 2024.pptxTHE STORY COMMUNICATION Credential 2024.pptx
THE STORY COMMUNICATION Credential 2024.pptx
huyenngo62
 
Top 10 Digital Marketing Institute in lucknow.pptx
Top 10 Digital Marketing Institute in lucknow.pptxTop 10 Digital Marketing Institute in lucknow.pptx
Top 10 Digital Marketing Institute in lucknow.pptx
zaireendigitech
 

Recently uploaded (20)

Bad Bunny Merch.pptxKJDSVKBDSVKBDSVKDDSKDKJDBK
Bad Bunny Merch.pptxKJDSVKBDSVKBDSVKDDSKDKJDBKBad Bunny Merch.pptxKJDSVKBDSVKBDSVKDDSKDKJDBK
Bad Bunny Merch.pptxKJDSVKBDSVKBDSVKDDSKDKJDBK
 
原版制作(Sunderland毕业证书)桑德兰大学毕业证录取通知书一模一样
原版制作(Sunderland毕业证书)桑德兰大学毕业证录取通知书一模一样原版制作(Sunderland毕业证书)桑德兰大学毕业证录取通知书一模一样
原版制作(Sunderland毕业证书)桑德兰大学毕业证录取通知书一模一样
 
在线办理(worc毕业证书)伍斯特大学毕业证成绩单一模一样
在线办理(worc毕业证书)伍斯特大学毕业证成绩单一模一样在线办理(worc毕业证书)伍斯特大学毕业证成绩单一模一样
在线办理(worc毕业证书)伍斯特大学毕业证成绩单一模一样
 
01 Field+Guide+to+Human-Centered+Design_IDEOorg_English GUIA COMPLETA DETALLA...
01 Field+Guide+to+Human-Centered+Design_IDEOorg_English GUIA COMPLETA DETALLA...01 Field+Guide+to+Human-Centered+Design_IDEOorg_English GUIA COMPLETA DETALLA...
01 Field+Guide+to+Human-Centered+Design_IDEOorg_English GUIA COMPLETA DETALLA...
 
Customer relationship management notes for Bcom students
Customer relationship management notes for Bcom studentsCustomer relationship management notes for Bcom students
Customer relationship management notes for Bcom students
 
2024 case study-SHEIN Analysis-Final.pdf
2024 case study-SHEIN Analysis-Final.pdf2024 case study-SHEIN Analysis-Final.pdf
2024 case study-SHEIN Analysis-Final.pdf
 
How to Generate Add to Calendar Link using Cal.et
How to Generate Add to Calendar Link using Cal.etHow to Generate Add to Calendar Link using Cal.et
How to Generate Add to Calendar Link using Cal.et
 
Digital Marketing Services Agency in USA
Digital Marketing Services Agency in USADigital Marketing Services Agency in USA
Digital Marketing Services Agency in USA
 
NIMA2024 | AI en de 50% afname van je traffic. Wat nu! | Folkje Berends en Sj...
NIMA2024 | AI en de 50% afname van je traffic. Wat nu! | Folkje Berends en Sj...NIMA2024 | AI en de 50% afname van je traffic. Wat nu! | Folkje Berends en Sj...
NIMA2024 | AI en de 50% afname van je traffic. Wat nu! | Folkje Berends en Sj...
 
3 Best “Add to Calendar” Link Generator Tools (2024)
3 Best  “Add to Calendar”  Link Generator Tools (2024)3 Best  “Add to Calendar”  Link Generator Tools (2024)
3 Best “Add to Calendar” Link Generator Tools (2024)
 
在线办理(英国UWS毕业证书)西苏格兰大学毕业证学位证一模一样
在线办理(英国UWS毕业证书)西苏格兰大学毕业证学位证一模一样在线办理(英国UWS毕业证书)西苏格兰大学毕业证学位证一模一样
在线办理(英国UWS毕业证书)西苏格兰大学毕业证学位证一模一样
 
Boost Your Instagram Views Instantly Proven Free Strategies.
Boost Your Instagram Views Instantly Proven Free Strategies.Boost Your Instagram Views Instantly Proven Free Strategies.
Boost Your Instagram Views Instantly Proven Free Strategies.
 
From Subreddits To Search: Maximizing Your Brand's Impact On Reddit
From Subreddits To Search: Maximizing Your Brand's Impact On RedditFrom Subreddits To Search: Maximizing Your Brand's Impact On Reddit
From Subreddits To Search: Maximizing Your Brand's Impact On Reddit
 
Practical Progress from a Theory by Steven Kingpdf
Practical Progress from a Theory by Steven KingpdfPractical Progress from a Theory by Steven Kingpdf
Practical Progress from a Theory by Steven Kingpdf
 
Digital Marketing Company in India - DIGI Brooks
Digital Marketing Company in India -  DIGI BrooksDigital Marketing Company in India -  DIGI Brooks
Digital Marketing Company in India - DIGI Brooks
 
Advanced Storytelling Concepts for Marketers
Advanced Storytelling Concepts for MarketersAdvanced Storytelling Concepts for Marketers
Advanced Storytelling Concepts for Marketers
 
Why bridging the gap between PR and SEO is the only way forward for PR Profes...
Why bridging the gap between PR and SEO is the only way forward for PR Profes...Why bridging the gap between PR and SEO is the only way forward for PR Profes...
Why bridging the gap between PR and SEO is the only way forward for PR Profes...
 
DTA Promotion - Marketing Specialist Assignment
DTA Promotion - Marketing Specialist AssignmentDTA Promotion - Marketing Specialist Assignment
DTA Promotion - Marketing Specialist Assignment
 
THE STORY COMMUNICATION Credential 2024.pptx
THE STORY COMMUNICATION Credential 2024.pptxTHE STORY COMMUNICATION Credential 2024.pptx
THE STORY COMMUNICATION Credential 2024.pptx
 
Top 10 Digital Marketing Institute in lucknow.pptx
Top 10 Digital Marketing Institute in lucknow.pptxTop 10 Digital Marketing Institute in lucknow.pptx
Top 10 Digital Marketing Institute in lucknow.pptx
 

Brand Holism Lecture at Edenspiekermann

  • 1. Emanuel Jochum Edenspiekermann 21. August 2014 Brand Holism Some thoughts on modern branding
  • 2. Hey there, guys! Today is about contemporary approaches to branding. Not about models or rules, just about some thinking.
  • 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. This is what I do Brand Strategy Corporate Design Design Thinking Editorial Design Interaction Design
  • 5. This is my passion Strategic brand identity development Branding for startups and social enterprises ♥
  • 6. Now 1 – Master project 2 – Brand Essences 3 – Logo becomes Holo 4 – Wrap-up and coffee
  • 7. Master project @ ZHdK Brand Holism Dynamic Branding A Design systems to make visual identities flexible Challenges in contemporary brand identity development B
  • 8. 40 case studies of flexible visual identities
  • 9. 10 branding, design and communication pros
  • 10. 10 supporting agencies, studios and companies Digital. Namics.
  • 11. Branding as part of a new reality.
  • 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. Yes, it’s true: Brands are living organisms. Mindchange
  • 14. Brand Essences 15 characteristics of a dynamic brand 15Br and Essences
  • 16. Brand Strategy We need to get away from defining corporate designs to define a brand. Form follows content. Daniel Severin, Swisscom
  • 17. Brand Strategy We create a verbal story at the heart of the brand. Why does this brand exist? Geoff Linsell, Moving Brands
  • 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. Brand Authenticity We need to pin down and document behaviours and a personality type. Geoff Linsell, Moving Brands
  • 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
  • 23. Brand Consistency (values, attitudes) Being consistent doesn’t mean visual consistency but consistency in content. Daniel Severin, Swisscom
  • 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. 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
  • 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. 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
  • 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
  • 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
  • 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. 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
  • 37. Brand Expandability When you create a system, you are basically capturing a moment in time. Geoff Linsell, Moving Brands
  • 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
  • 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. Brand Manageability Make less guidelines and less design plans, but clearly define how to use a dynamic brand. Daniel Severin, Swisscom
  • 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. 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
  • 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. Brand Experienceability How can a brand be staged digitally, in a simple user interface design, in three-dimensional space? Mike Fuisz, moodley brand identity
  • 49. Brand Interactivity Being dynamic means change. Being dynamic means interaction instead of message. Marco Spies, think moto
  • 50. Brand Interactivity Meaning arises through another one, in the interaction. It’s about dialogue. Marco Spies, think moto
  • 51. Brand Senses hearing taste sight smell touch
  • 52. Brand Senses Everything becomes more complex. You can expect more from people, especially from their perception. Nenad Kovacic, Raffinerie
  • 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
  • 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. 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. Brand Sustainability Our way is to create a brand that lives and thrives in a digital world. Geoff Linsell, Moving Brands
  • 58. Consistency Holo Live a brand Change Paul Hughes in: Irene van Nes, Dynamic Identities A living brand
  • 59. Quintessence: Brand Holism Strategy Identity Expression
  • 60. Wrap-up Companies and insitutions grow day by day, so grow their brands, their identities and their communication.
  • 61. Wrap-up A brand should be as dynamic and as relevant as the company, institution, service or product it represents.
  • 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. Final words Everything in this world changes, so does branding. Branding must be alive.
  • 64. Too much brainfood. Thanks! Questions?
  • 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. Keep in touch dynamicbranding.info dynamicbranding And now let’s have some coffee.