Een University talk over 'Branding in de digitale wereld'. Jeroen van Erp laat zien wat de waarde is van een goed merk en hoe je merkgedreven concepten ontwikkelt voor digitale producten en diensten. Daarbij geeft hij diverse voorbeelden over hoe je branding toepast bij het ontwerpen van visuele identiteiten en digitale producten.

1. Fabrique University Talk
Branding in de digitale wereld
Jeroen van Erp

2. Jeroen van Erp
• Graduate from TU Delft | IDE
• Co-founded Fabrique in 1992
• Professor of Concept Design since November 2015 / TU Delft
• Chair of the Creative Council / Board member of What Design Can Do
• Chair of the supervisory board of Eurosonic Noorderslag
@jeroenvanerp

3. Branding?

9. Branding in de digitale wereld

10. What is the goal of branding?
There’s always one goal:
Creating competitive advantage!

11. Why is this more than ever relevant?

17. Branding in de digitale wereld
Binnen een context van conventies en
commodities maken merken het verschil.

18. Branding in de digitale wereld

19. Branding in de wereld!

20. But how 1?

21. But how 1?
Branding & innovation!

24. een radio commercial:

33. Why the dotted line?

35. point-of-sale interactives, online theme store, european e-commerce platform

39. Gift buying customer journey
Research & selection of key insights

40. Interactive shop window

42. Shopping kiosk with
long tail assortment

43. Video messages to
accompany gifts

48. Brandbuilders!

55. Questions round 1

56. a crash course branding
Back to basics
How to steer…

57. It is all about meaning:

66. What is a brand?

67. What is a brand?

68. A brand is:
a network of
associations
in your head!

69. A brand
lives in
your head!

70. advertising
shoes
competitive
Rooney
football
dynamics
Neymar
FC
Barcelona
Manchester
United
Agressive competition
USA multinational
profit P&G
production
NO logo
Nadal
tennis

71. The brand economy

72. characteristics
What is it?
Benefits
What does it?
Experience
How does it feel?
Identification
Who are you?
1900 1925 1950 2000
Product related Symbolic
Brand development

73. 2050
?
Benefits
What does it?
Experience
How does it feel?
1925 1950 2000
Product related Symbolic
Identification
Who are you?
Being connected
What to do
you choose?
?
Brand development

74. 2050
?
Benefits
What does it?
Experience
How does it feel?
1925 1950 2000
Product related Symbolic
Identification
Who are you?
Being connected
What to do
you choose?
?
Brand development

75. What makes a brand strong?

76. What makes a brand weak 1?
• Not up to date
- No innovation
- Not connected with the target groups
- Not enough adjusted to changes in society
• Too introvert
- No connection with the target group
- Doesn’t recognize latent needs

77. What makes a brand weak 2?
•Not honest, not authentic
- Consumers don’t trust the brand anymore
•Not enough emotion
- A strong brand not only touches the mind but also the heart
- People choose on the premises of emotions instead of the ratio

78. Trends in brands
• Simplicity
• Authenticity
• Connectivity
• Proximity
• Durability
• Why-ish

81. Brand functions
• Meaning
• Promise (purpose, essence)
• Identification (recognizable)
• Relation (relevance)
• Faith

82. Identification (who am I)
• Every brand carries a promise that is
expressed in every product and contact
in which it has to be confirmed
Safety
The ultimate driving pleasure
Classic German quality

83. Why are brands and people related?
· Evolutionary reasons: we want to be able to judge people
instantly in order to know whether we are safe. So we
developed the ability to judge an holistic entity.

84. Models
Birkigt and Stadler

85. Models
Brand key (Unilever)

86. Parts of a brand:
Peeling of the onion:

87. Brandmodel:

88. Brandmodel:
Brand manifestation
Manifestations of the brand

90. Brand manifestations:
The outside consists of everything that appeals to our senses:
manifestations you can see, read, touch, smell and hear
– The products itself
– Name
– Packaging
– Advertising
– Age
– Guarantees
– Alliances

95. Ksyos

99. Brandmodel:
Brand manifestation
Manifestations of the brand
Brand personality
Tone of voice and style of the brand

100. Brand personality:
The way the brand behaves as described in personality
charachteristics. It is an answer to the question: I behave….

101. Brandmodel:
Brand manifestation
Manifestations of the brand
Brand values
The promise of the brand
Brand personality
Tone of voice and style of the brand

102. Brand values:
These are the underlying values of the company. Often rooted in
the of the company, institution, country and so on. It is an answer
to the question: I believe in…

103. Brandmodel:
Brand manifestation
Manifestations of the brand
Brand values
The promise of the brand
Brand personality
Tone of voice and style of the brand
Brand essence
The reason of being

104. Brand essence:
This is the hardest part: capturing the essence of a company in a
few words. It is often related to the core-drivers of establishing the
company, for instance Richard Branson’s urge to challenge the
establishment. By the way, the essence is not a tagline or pay-off.

105. BMW:
Brand manifestation
Manifestations of the brand
Brand values
The promise of the brand
Brand personality
Tone of voice and style of the brand
Brand essence
The reason of being
advertising films
i3 and i7
Z-series
1,3,5,7-series
Double kidney
grille
performance
innovation aesthetics
male
sophisticated dynamic
the ultimate driving
pleasure

106. HEMA
Brand manifestation
Manifestations of the brand
Brand values
The promise of the brand
Brand personality
Tone of voice and style of the brand
Brand essence
The reason of being
for everyday life
less = more
Iconic products
(worst)
natural colours
Dutch
act normal
accessible happy
100% pure simplicity
good quality/value
innovation design
simple

107. Muji
Brand manifestation
Manifestations of the brand
Brand values
The promise of the brand
Brand personality
Tone of voice and style of the brand
Brand essence
The reason of being
for everyday life
less = more
Iconic products
(cd-player)
natural colours
international
act normal
accessible happy
100% pure simplicity
good quality/value
innovation design
simple

108. Designing the total experience:

109. ASML

111. Takeaways
• Merken kunnen het verschil maken:
• Door middel van het intrinsieke merk dat leidt naar een merkverhaal
• Ondersteunt door onderscheidende diensten / interacties
• Gedragen door een onderscheidende identiteit
• Vanuit een totaal ontwerp

112. Questions?