The document discusses the importance of a robust brand architecture that allows businesses to operate independently while being customer-centric. It emphasizes the need for brands to have a distinct personality, leverage digital-first strategies, and ensure effective communication through social connectivity. Ultimately, it conveys that modern consumers prefer to join brands rather than just buy from them.

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. With an ISO accredited, user-centred approach, our
award winning team will ensure your brand, website and
marketing campaigns perform exceptionally, every time.

3. INTRO

7. 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.

10. A robust brand architecture provides
management scale, so business units run things
independently

14. “If you’re everything, you’re kind of nothing,”
Brad Garlinghouse, a former Yahoo executive

15. THE WHAT

16. Storyframing is the art of building
a structure that lets customers
create their own narratives

17. Customers are focused on meaning

18. The Guinness Storehouse has
become a stunning Dublin landmark

19. Smart brands use digital and physical infrastructure
to get in touch with different generations

20. Cyber-Duck runs its own internal
hackathons to develop growth
infrastructure

21. We moved away from “brands marketing products"
to “products marketing brands”

22. Using exemplars,
interaction with government
services has been re-engineered

23. Put the needs of the users first and foremost

24. Don’t find customers for your products, find
products for your customers
Seth Godin

25. THE HOW

26. Strong brands should be persona focused

27. Brand system
Part 01 of 02 (“The how”)

28. A brand needs an essence,
narrative and ‘integrative’
innovation
1/3
PERSONALITY

29. Innovation and integration1/3
PERSONALITY

30. Cultivation1/3
PERSONALITY

31. Unique brands that are
language and content
‘adaptive’ win the customer
centricity battle
2/3
BEHAVIOUR

32. 2/3
BEHAVIOUR Differentiation

33. 2/3
BEHAVIOUR Ongoing validation

34. Bake in social connectivity to drive
growth hacking. Have a ubiquitous
presence across channels, linking
to the ‘real world’
3/3
COMMUNICATION

35. 3/3 Channel iterationCOMMUNICATION

36. 3/3 CollaborateCOMMUNICATION

37. TAKEAWAYS

38. - 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

39. — Marty Neumeier
Customers no longer buy brands. They join brands.

40. 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