We live in a dynamic and digitalised world. We have never been connected faster and easier than today. The development in culture, technology and economy opens up new forms who we connect, communicate and consume. What does this flexibilisation mean for a brand? Why must a brand not fight against change, but needs to be an active part of it? Companies and institutions grow everyday, so grow their brands, their identities and their communication. How does a brand become a living organism? »Brand Holism« is a new understanding of strategy, identity and expression of a brand and offers an inspiring support for everybody working for and with brands. — www.dynamicbranding.info, www.ejochum.com — This talk was held as a Brainfood session at Edenspiekermann in Berlin.

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

15. Brand Strategy

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

18. Brand Authenticity

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

22. Brand Consistency (values, attitudes)

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

26. Brand Inconsistency (character, behaviour)

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

29. Brand Coherence

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

31. Brand Accessibility

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

33. Brand Adaptability

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

36. Brand Expandability

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

39. Brand Manageability

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

42. Brand Expressivity

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

45. Brand Experienceability

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

48. Brand Interactivity

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

54. Brand Sustainability

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.