Masterclass Prospex presentatie Total Identity handout 2 oktober
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This document summarizes a presentation given by Bob van der Lee of Total Identity, a branding agency. The presentation outlines Total Identity's 50 years of experience in design and working with international clients. It then describes a six-step process for developing an iconic identity: defining the context, positioning, brand story, architecture, dynamics, and creative concept. The goal is to help clients strengthen their brands through a strong identity.
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Masterclass Prospex presentatie Total Identity handout 2 oktober
- 1. Meer verkopen door een sterk merk The power of branding 2 oktober 2014 Bob van der Lee bvanderlee@totalidentity.com 0031-681477000 Jitze Reeder jreeder@totalidentity.com 0031-634684647 Total Identity Total Identity, agency presentation 17th september 2014, TOTAL IDENTITY, Bob van der Lee Total Identity, university lecture 17th september 2014, TOTAL IDENTITY, Bob van der Lee
- 2. • 50 years of experienc e • Independent agency • Integral disciplines • International clients • 85 design professiona ls • European design bas ed
- 3. 50 YEARS OF DUTCH DESIGN HERITAGE 3 Total Identity, Masterclass Prospex 1984 1991 1979 1966 1968 1965 1967 1993 TDAssociatie voor Total Design nv 1994 1999 2001 2003 2004 2006 TOTAL IDENTITY 2007 2010 2011 2011 2013
- 4. LOCAL STRENGTH, INTERNATIONAL REACH Total Identity, Masterclass Prospex 4
- 5. Een sterk merk begint met een sterke identiteit Desired position Identiteit Imago symbolics communication Total Identity, agency presentation 17th september 2014, TOTAL IDENTITY, Bob van der Lee Total Identity, university lecture 17th september 2014, TOTAL IDENTITY, Bob van der Lee behaviour Engagement Collective ambition
- 6. Iconic identity in 6 stappen Total Identity, agency presentation 17th september 2014, TOTAL IDENTITY, Bob van der Lee Total Identity, university lecture 17th september 2014, TOTAL IDENTITY, Bob van der Lee
- 7. Total Identity, agency presentation 17th september 2014, TOTAL IDENTITY, Bob van der Lee Total Identity, university lecture 17th september 2014, TOTAL IDENTITY, Bob van der Lee POSITION STORY CONTEXT CONCEPT DYNAMICS STRUCTURE
- 8. 1. Context Total Identity, agency presentation 17th september 2014, TOTAL IDENTITY, Bob van der Lee Total Identity, university lecture 17th september 2014, TOTAL IDENTITY, Bob van der Lee
- 9. Total Identity, Masterclass Prospex
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- 12. Total Identity, Masterclass Prospex Corporates Ownership Products Mass production Mass communication Multichannel Timing Expenses Communities Access Service concepts Mass Personalisation 1:1 relationships Omnichannel Continuous Experience
- 13. 2. Positionering Total Identity, agency presentation 17th september 2014, TOTAL IDENTITY, Bob van der Lee Total Identity, university lecture 17th september 2014, TOTAL IDENTITY, Bob van der Lee
- 14. Intuitive type Sensing type Thinking type Feeling type Total Identity, Masterclass Prospex Lover De socioloIcal dimension Freedom THE BLACK HOLE Innocent Explorer Caregiver Hero Creator Magician Sage Ruler Outlaw Individual Collective De psychologische dimensie Order Jester Everyman
- 15. VISIE VISION How do we look at the world? MISSIE MISSION What role do we play in this? AMBITIE AMBITION How are we going to achieve this? Total Identity, Masterclass Prospex KERNWAARDEN CORE VALUES What are our essential values? SYMBOLIEK SYMBOLIC ICONS MERKBELOFTE PROPOSITION What is our central brand promise? BEWIJSVOERING SUPPORTING EVIDENCE What is our supporting evidence? MERK ARCHETYPE BRAND ARCHETYPE PAY OFF TAGLINE MERKPERSOONLIJKHEID BRAND PERSONALITY What’s our caracter like? RANDVOORWAARDEN TABLESTAKES What are the hygiene factors in our industry? VISUELE STIJL TONE OF VISUAL INSTRUMENTELE VOORDELEN INSTRUMENTAL ADVANTAGES What are our rational usp’s? EMOTIONELE VOORDELEN EMOTIONAL ADVANTAGES what are our emotional usp’s? KERNDOELGROEP CORE TARGET AUDIENCE Who are our core target audiences? BELANGHEBBENDEN STAKEHOLDERS Who are our stakeholders and what is their agenda? GROOTSTE VALKUIL BIGGEST PITFALL What’s our biggest pitfall?
- 16. Randvoorwaarden Kernwaarden Merkpersoonlijkheid Randvoorwaarden Cliche’s Total Identity, Masterclass Prospex
- 17. 3. Brand story Total Identity, agency presentation 17th september 2014, TOTAL IDENTITY, Bob van der Lee Total Identity, university lecture 17th september 2014, TOTAL IDENTITY, Bob van der Lee
- 18. Total Identity, Masterclass Prospex
- 19. Total Identity, Masterclass Prospex
- 20. Corporate Branding Total Identity, Masterclass Prospex
- 21. Cliche’s Kernwaarden Merkpersoonlijkheid Randvoorwaarden Cliche’s Total Identity, Masterclass Prospex
- 22. 4. Architectuur Total Identity, agency presentation 17th september 2014, TOTAL IDENTITY, Bob van der Lee Total Identity, university lecture 17th september 2014, TOTAL IDENTITY, Bob van der Lee
- 23. Brand architectures Total Identity, Masterclass Prospex
- 24. House of brands Total Identity, Masterclass Prospex
- 25. Brand architecture - Endorsed Total Identity, Masterclass Prospex
- 26. Monolitic Total Identity, Masterclass Prospex
- 27. 5. Brand dynamics Total Identity, agency presentation 17th september 2014, TOTAL IDENTITY, Bob van der Lee Total Identity, university lecture 17th september 2014, TOTAL IDENTITY, Bob van der Lee
- 28. *Paul Hughes, Dynamic identities Total Identity, Masterclass Prospex We are living In a living world With living organisations That cry out for living brands
- 29. Total Identity, Masterclass Prospex
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- 32. Total Identity, Masterclass Prospex
- 33. 6. Creative concept Total Identity, agency presentation 17th september 2014, TOTAL IDENTITY, Bob van der Lee Total Identity, university lecture 17th september 2014, TOTAL IDENTITY, Bob van der Lee
- 34. Total Identity, Masterclass Prospex
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- 38. Total Identity, Masterclass Prospex
- 39. Total Identity, agency presentation 17th september 2014, TOTAL IDENTITY, Bob van der Lee Total Identity, university lecture 17th september 2014, TOTAL IDENTITY, Bob van der Lee POSITION STORY CONTEXT CONCEPT DYNAMICS STRUCTURE
- 40. Dank voor uw aandacht 2 oktober 2014 Total Identity Bob van der Lee bvanderlee@totalidentity.com 0031-681477000 Jitze Reeder jreeder@totalidentity.com 0031-634684647 Total Identity, agency presentation 17th september 2014, TOTAL IDENTITY, Bob van der Lee Total Identity, university lecture 17th september 2014, TOTAL IDENTITY, Bob van der Lee