This document discusses strategic design and concept development. It covers segmentation and defining target groups through personas. Analysis and design are presented as separate phases with analysis including understanding the market, opportunities, communication targets and technology. Concept development techniques like creativity methods, prototyping and testing are discussed. Tips for concept development include avoiding a limited brand perspective, linking to functional benefits, generating consumer insight, and making the brand identity drive execution. Branding is defined as perceptions in consumers' minds and brands can be managed through their identity systems.

2. Recap, branding and concept
development
Volda, 11. October 2012

3. http://grandburo.com/store/product.detail.php?pid=245

4. Strategic design – ver 0.3
Using design methods and
mindset to structure and
solve problems in order to
achieve strategic goals.

5. Segmentation tells the difference
between people
From: http://konterkariert.tumblr.com/post/175543630/freshenvy-the-next-epic-battle-lol-nach
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6. Segments vs. personas
Segment Personas
• Group of people • Typical representative of a
• Common motivators and segment
relationship to a brand, idea, • One, single, fictive person
etc. • Represented by name, age and
• Represented by common other personal details
denominators (e.g. age,
interests and attitude)
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7. Strategic design – this course
1 2 3 4
What do Who do What will How will
we want to we want we do? we do it?
achieve? to reach?
• Porter’s value • Segmenting • Concept • Branding
networks • Defining target development • Identity and
• Ries’ call for groups and • Creativity graphic design
differentiation personas techniques • (Service design
• Value • Customer • Prototyping methodology)
innovation journeys • Testing

8. Analysis and design are separate
phases
Assignment/ Concept/
brief/… prototype/…
Analysis
• Market and users
• Business
opportunities
Solution
• Communication
and brand targets
• Technology
• …

9. Beckman, Sara L.& Barry, Michael (2007): “Innovation as a learning Process: Embedding Design Thinking”
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©

10. Beckman, Sara L.& Barry, Michael (2007): “Innovation as a learning Process: Embedding Design Thinking”
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©

11. Branding and tips for concept
development
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12. Brand – definition 2:
A brand is a
collection of
perceptions in
the mind of the
consumer
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13. Brands can be managed
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14. From Aaker , David A. & Joachimsthaler, Erich (2000): Brand Leadership: Building Assets In an Information Economy
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15. 2. Link to a compelling
functional benefit
1. Avoid a limited whenever possible 3. Ignore
brand perspective constructs that are
not helpful
8. Elaborate the
Creating Effective
brand identity Brand Identity 4. Generate deep
Systems consumer insight
7. Make the brand
identity drive the 5. Understand
execution competitors
6. Allow multiple
brand identities
From Aaker , David A. & Joachimsthaler, Erich (2000): Brand Leadership: Building Assets In an Information Economy
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16. 2. Link to a compelling
functional benefit
1. Avoid a limited whenever possible 3. Ignore
brand perspective constructs that are
not helpful
8. Elaborate the
Creating Effective
brand identity Brand Identity 4. Generate deep
Systems consumer insight
7. Make the brand
identity drive the 5. Understand
execution competitors
6. Allow multiple
brand identities
From Aaker , David A. & Joachimsthaler, Erich (2000): Brand Leadership: Building Assets In an Information Economy
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17. The devil is in the details
What does What does What does
this smell this sound this feel
like? like? like?
17

18. Usage situations and desires
SIDE 18

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21. http://www.lofotprodukt.no/
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22. http://www.lofotprodukt.no/
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23. 2. Link to a compelling
functional benefit
1. Avoid a limited whenever possible 3. Ignore
brand perspective constructs that are
not helpful
8. Elaborate the
Creating Effective
brand identity Brand Identity 4. Generate deep
Systems consumer insight
7. Make the brand
identity drive the 5. Understand
execution competitors
6. Allow multiple
brand identities
From Aaker , David A. & Joachimsthaler, Erich (2000): Brand Leadership: Building Assets In an Information Economy
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26. http://www.freitag.ch/
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27. From:Porter, M. E. (1996): What is Strategy, in: Harvard Business Review, November-December 1996, pp.61-78
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28. 2. Link to a compelling
functional benefit
1. Avoid a limited whenever possible 3. Ignore
brand perspective constructs that are
not helpful
8. Elaborate the
Creating Effective
brand identity Brand Identity 4. Generate deep
Systems consumer insight
7. Make the brand
identity drive the 5. Understand
execution competitors
6. Allow multiple
brand identities
From Aaker , David A. & Joachimsthaler, Erich (2000): Brand Leadership: Building Assets In an Information Economy
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29. 29

30. Brand models are (mostly)
desired identity
Source: Balmer, J. M. T and Greyser, S. A. (2002): Managing the multiple identities of the corporation, in: California
Management Review, Vol. 44, No. 3, Spring, pp.72-86
30

31. What is a relevant construct?
• Does it capture an element important to the brand and its
ability to provide customer value or support customer
relationships?
• Does it help differentiate the brand from its competition?
• Does it resonate with the customer?
• Does it energize employees?
• Is it believable?
From Aaker , David A. & Joachimsthaler, Erich (2000): Brand Leadership: Building Assets In an Information Economy
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33. 18-Oct-12 33
18-Oct-12

34. http://nikeinc.com/pages/about-nike-inc
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36. http://www.brewdog.com/
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39. 2. Link to a compelling
functional benefit
1. Avoid a limited whenever possible 3. Ignore
brand perspective constructs that are
not helpful
8. Elaborate the
Creating Effective
brand identity Brand Identity 4. Generate deep
Systems consumer insight
7. Make the brand
identity drive the 5. Understand
execution competitors
6. Allow multiple
brand identities
From Aaker , David A. & Joachimsthaler, Erich (2000): Brand Leadership: Building Assets In an Information Economy
10/18/12 © MAKING WAVES 39

40. “If you’re going to hunt wild pigs, the
first thing you’ve got to do is learn
how to be a pig.
You’ve got to think like they think,
move like they move, and have the
same instincts for safety and danger.
Hawaiian knife hunter via Jon Steel

41. A sudden glimpse of
the bleeding obvious.
Paul Bennett, IDEO
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42. Film: Road safety – It’s 30 for a
reason
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43. Road safety:
Driving a bit too fast
doesn’t really matter.
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45. 2. Link to a compelling
functional benefit
1. Avoid a limited whenever possible 3. Ignore
brand perspective constructs that are
not helpful
8. Elaborate the
Creating Effective
brand identity Brand Identity 4. Generate deep
Systems consumer insight
7. Make the brand
identity drive the 5. Understand
execution competitors
6. Allow multiple
brand identities
From Aaker , David A. & Joachimsthaler, Erich (2000): Brand Leadership: Building Assets In an Information Economy
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47. GOOGLE SEARCH: CHOCOLATE PACKAGING
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48. Freia – sjokoladebutikken
http://diary.sdg.no/?p=955
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49. More on: http://artistsinspireartists.com/graphic_design/20-awesome-chocolate-packaging-examples
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50. Positioning • A product's position is
how potential buyers
see the product
Expensive • Positioning is
expressed relative to
the position of
competitors
Simple Advanced
Cheap
50

51. 2. Link to a compelling
functional benefit
1. Avoid a limited whenever possible 3. Ignore
brand perspective constructs that are
not helpful
8. Elaborate the
Creating Effective
brand identity Brand Identity 4. Generate deep
Systems consumer insight
7. Make the brand
identity drive the 5. Understand
execution competitors
6. Allow multiple
brand identities
From Aaker , David A. & Joachimsthaler, Erich (2000): Brand Leadership: Building Assets In an Information Economy
10/18/12 © MAKING WAVES 51

59. http://ikeahacker.blogspot.com
10/18/12

60. Harry Potter
Retailers
The J.K.
stock-
piling Leaks of
Rowling
new plots
story
The story Hyped
of the midnight
craze launches
The Boarding
books school
The films Culture of heritage
reading
Cast and Reviews Adults
film news and read as
recommen well as
-dations kids
From: Grant , John: The brand innovation manifesto; John Wiley & Sons, Ltd, 2006

61. 2. Link to a compelling
functional benefit
1. Avoid a limited whenever possible 3. Ignore
brand perspective constructs that are
not helpful
8. Elaborate the
Creating Effective
brand identity Brand Identity 4. Generate deep
Systems consumer insight
7. Make the brand
identity drive the 5. Understand
execution competitors
6. Allow multiple
brand identities
From Aaker , David A. & Joachimsthaler, Erich (2000): Brand Leadership: Building Assets In an Information Economy
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64. Coke – Happiness factory

65. Coke – Give a little love

66. 2. Link to a compelling
functional benefit
1. Avoid a limited whenever possible 3. Ignore
brand perspective constructs that are
not helpful
8. Elaborate the
Creating Effective
brand identity Brand Identity 4. Generate deep
Systems consumer insight
7. Make the brand
identity drive the 5. Understand
execution competitors
6. Allow multiple
brand identities
From Aaker , David A. & Joachimsthaler, Erich (2000): Brand Leadership: Building Assets In an Information Economy
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72. Hate something

74. 2. Link to a compelling
functional benefit
1. Avoid a limited whenever possible 3. Ignore
brand perspective constructs that are
not helpful
8. Elaborate the
Creating Effective
brand identity Brand Identity 4. Generate deep
Systems consumer insight
7. Make the brand
identity drive the 5. Understand
execution competitors
6. Allow multiple
brand identities
From Aaker , David A. & Joachimsthaler, Erich (2000): Brand Leadership: Building Assets In an Information Economy
10/18/12 © MAKING WAVES 74

75. Made to stick
• Simple — find the core of any idea
• Unexpected — grab people's attention by surprising
them
• Concrete — make sure an idea can be grasped and
remembered later
• Credibility — give an idea believability
• Emotion — help people see the importance of an idea
• Stories — empower people to use an idea through
narrative
Chip Heath and Dan Heath: Made to stick, Random House 2007

76. Tip:
Don’t be too
explicit

77. Connotation:
Indirect meaning
Better detected
than described
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