Place Branding by Nordic Talks
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Our Morgenbooster: Place Branding by Nordic Talks How do we create a place brand for the Nordics without compromising the national place branding efforts?
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Place Branding by Nordic Talks
- 1. October 27, 2021 Place Branding by Nordic Talks
- 3. Tobias Grut We are Morten Øhlenschlæger Andersen Jens Munk
- 7. 🎷 🎸 🎹 🎶
- 29. Proof by Design
- 52. Strategy
- 63. ?
Editor's Notes
- Hello and good day, welcomne to 1508 (Moa) – with these two guys ..
- Hello my name is: 2 sek pr person
- Opdraget, snakke slide. Mission. When I startet at work got this strategy to work with …
- Who do you see?
- Colaboration, space for individuality.
- How to unfold … Morten
- Panasonic Omnivison VHS Video cassette recorder Model PV-8405S We don’t start with defining form, but instead focus on all digital touch point and thereby asessing the needs for the brand. Minimizing the control of brand assets and instead focusing on creating a systematic approach, that connects all touch points of the brand. To ensure we meet the needs of the users.
- Brand design not a logo. A logo is a symbol. Brand design is the gut feeling about a company or organisation. The users of NT is the key to success. So how do we help people around the world to get interested and learn more about The Nordics. We wnated to earn trust by our end users, so that they in the long term would commit to the brand and be motivated to tell the stories themselves. Make your brand purpose inclusive. If your brand does not engage, you will not move from being a sender of information to becoming part of a context.
- A brand is not what a company says it is. But ultimately it is, what the customer say it is.
- Vi forlader elfenbenstårnet og taler med brugerne for at forstå, hvad der motiverer eller frustrerer dem. Tænk stort, start småt –mindre og hurtige lanceringer giver tidligere læringer, så løsningen kan tilpasses.
- Husk eksempler
- Brand consistensy vs. focus on brand responsiveness The feeling of the brand will control the output. The approach needs to be adaptive and responsive.
- The Nordic Talks brand should enhance the stories people tell themselves about the Nordic Region.
- The endless game an organisation is born to play The most constant element Important foundational pillar in everything an organisation does So we new the brand story and the strategy for the place brand.
- The long term vision of the future, right now. The place where the organisation wants to be, but doesn’t quite feel like being. Or the place where the organisation wants it market or industry to be, but doesn’t feel like it is.
- How to realisere the vision on the short term. What did they want to achieve
- We knew the mission, vision and strategy, and wanted to set a number of strategic goals together with Tobias and his team. But first and foremost, we wanted to create a Nordic Talks feel. What is the feeling we want the user to experience, when meeting the brand. Det oversætter jeres Brand Purpose til specifikke produkter, services og brandoplevelser, som skaber reel værdi for jeres kunder. det vil hjælpe med at skabe stærke og meningsfulde brandoplevelser. It has everything to do with their belief that the brand should drive business strategy, instead of the other way around. But the only way they can move from developing purpose-driven brand platforms to purpose-driven brands, is by putting brand on the agenda in board rooms and during management meetings.
- We knew the mission, vision and strategy, and wanted to set a number of strategic goals together with Tobias and his team. But first and foremost, we wanted to create a Nordic Talks feel. What is the feeling we want the user to experience, when meeting the brand. Det oversætter jeres Brand Purpose til specifikke produkter, services og brandoplevelser, som skaber reel værdi for jeres kunder. det vil hjælpe med at skabe stærke og meningsfulde brandoplevelser. It has everything to do with their belief that the brand should drive business strategy, instead of the other way around. But the only way they can move from developing purpose-driven brand platforms to purpose-driven brands, is by putting brand on the agenda in board rooms and during management meetings.
- We knew the mission, vision and strategy, and wanted to set a number of strategic goals together with Tobias and his team. But first and foremost, we wanted to create a Nordic Talks feel. What is the feeling we want the user to experience, when meeting the brand. Det oversætter jeres Brand Purpose til specifikke produkter, services og brandoplevelser, som skaber reel værdi for jeres kunder. det vil hjælpe med at skabe stærke og meningsfulde brandoplevelser. It has everything to do with their belief that the brand should drive business strategy, instead of the other way around. But the only way they can move from developing purpose-driven brand platforms to purpose-driven brands, is by putting brand on the agenda in board rooms and during management meetings.
- We knew the mission, vision and strategy, and wanted to set a number of strategic goals together with Tobias and his team. But first and foremost, we wanted to create a Nordic Talks feel. What is the feeling we want the user to experience, when meeting the brand. Det oversætter jeres Brand Purpose til specifikke produkter, services og brandoplevelser, som skaber reel værdi for jeres kunder. det vil hjælpe med at skabe stærke og meningsfulde brandoplevelser. It has everything to do with their belief that the brand should drive business strategy, instead of the other way around. But the only way they can move from developing purpose-driven brand platforms to purpose-driven brands, is by putting brand on the agenda in board rooms and during management meetings.
- Inden for hvert af de strategiske mål kan der ligger flere forskellige fokusområder, som føder ind i samme strategiske mål.
- Eksekveringsdelen For et givent fokusområde kan der være en række forskellige problemstillinger hos forskellige målgrupper, som man ønsker at addressere. Brugerproblemer kan enten a) være faktuelle brugerindsigter, der giver stemme til brugerne eller b) antagelser om hvad brugerne oplever, som skal valideres.
- Eksekveringsdelen For et givent fokusområde kan der være en række forskellige problemstillinger hos forskellige målgrupper, som man ønsker at addressere. Brugerproblemer kan enten a) være faktuelle brugerindsigter, der giver stemme til brugerne eller b) antagelser om hvad brugerne oplever, som skal valideres.
- Eksekveringsdelen For et givent fokusområde kan der være en række forskellige problemstillinger hos forskellige målgrupper, som man ønsker at addressere. Brugerproblemer kan enten a) være faktuelle brugerindsigter, der giver stemme til brugerne eller b) antagelser om hvad brugerne oplever, som skal valideres.
- A solution could be anything depending on the problem: technological, organisation, processual, physical, digital, etc. We see solutions as hypotheses
- After Q&A morten – thanks for today