This document discusses developing brands through strategic brand language, mission statements, visual design, understanding target consumers, and product/market positioning. It provides Nike as an example of connecting strategy, creativity, and the consumer experience to build an emotional brand. The document emphasizes designing for the total consumer experience, conducting research, developing brand narratives, and managing brand differences over time.

1. RENDEZ-VOUSFashion meets branding.Colin Lyon November 16th 2010

2. Colin LyonWho and what?

3. Colin Lyon

4. Colin LyonMISSION“TO CREATE BRANDS THAT ENRICH THE EXPERIENCE OF BEING ALIVE”

5. Colin Lyon

6. Today.Think like the CEO of your brand and or your company.

7. Changing behaviour and attitudes to design and innovation in your company tomorrow.Successful brands create value in consumers lives through a universal commitment to design and innovation.Make people love your company and your brand.

8. Embrace the total consumer experience as the foundation for product, service and brand design.

9. Why design? Brand development. Brand language. Visual brand language.

10. Why Design?We live in an overwhelming demanding consumer society.Today more than at any other time new brand concepts need to be remarkable!Brands need to connect in every medium on an emotional level with your target consumer.Companies who embrace the customer experience and who are committed to building a total company design culture are shaping and changing our lives and attitudes everyday.

11. A brand storm!Y-3

12. Design matters!Every customer experience good or bad begins and ends with the way it has been designed.

13. So what is a brand?A brand is a persons emotional response to a product, service or company.

14. Your brand is not what you say it is, it is what consumers say it is.

15. Creating a brand is the process of connecting good strategy and good creativity.

16. The foundation of successful brands is consumer trust, when the consumer experience consistently meets or exceeds their expectations.Brand examples of an emotional response.BrandAppleAlbert HeijnStarbucksBMWTata NanoNikeThe police.EasyjetResponseLoveWorshipDesireRespectHateDisgustDetestAdmire?What your customers say about your brand is what matters!

17. So who does it well?

20. Why?

21. From the beginning of the company the Nike business has remained focussed on athletic authenticity.Athletic performance and striving to find the competitive advantage for the athlete through design and innovation sits at the core of the Nike brand.Athletic performance product and the athletes associated with the Nike brand create aspiration.Once grounded in performance Nike leverages this aspiration and develops the category with a focus on sports lifestyle and fashion.

22. Origins 1970

23. Evolution

24. Revolution

25. TodayDesign/Innovate Aspiration/Athlete Desire/Buy

27. In 1997 Steve Jobs returned to Apple, when asked how he would get Apple into profit?

28. Answer?

29. Industrial Design!

30. Today Apple is worth $265B, $50B ahead of Microsoft.

33. So what about your brand?

34. Developing a brand.Why are you doing this?

35. Passion to create, fame and fortune?

36. If you have an existing brand then time for an audit.

37. Who are you? What do you do and why does it matter?

38. If you were out of business tomorrow would any of your customers care?

39. If you have not developed an emotional connection to your brand the answer is no......Developing a brand.Do something you love, do something you believe in.

40. You may have to live with this for a long time.

41. Think big! Have a grand plan.

42. What would it look like if you were number one in your category or product. Dream.

43. What business do you want to be in?

44. There is a market for everything you see around you or it would not exist, it has a customer. (for now!)

45. Do something you understand.

46. Research research research. Understand the competitive environment you are going into, trends, market leaders, distribution channels, consumer profiles etcDeveloping a brand.Your brand is the essence that identifies your product, service or company.Create a narrative, write the words that describes the purpose, the points of difference, the personality, the philosophy and promise of your brand.When you compare your brand to your competitors what is it that makes your brand different?Going forward managing your brand is about constantly managing what makes you different.Who is the specific consumer you are targeting with your brand?

47. The consumer decides. Become a social, cultural and media sponge.See the world through the eyes of your target consumer

48. Differentiate..............Your brand design strategy must identify, inform, entertain, persuade and differentiate itself.Consumers notice what is different so manage the differences everyday.

49. Don’t do it on your own.......Build your network, identify your partners, present your brand and encourage objective feedback, listen and learn.

50. Talk to your customers, create a dialogue, listen and learn.What's the brand promise?Does it deliver?Does anyone remember?

51. Be brave, innovate, innovate .

52. Be persistent, be consistent, it takes a while..

53. Brand language-Tone of voiceMake consumers love your brand!Create a narrative, how you talk about your brand.

54. Write the words that describe the purpose, the points of difference, the personality, the philosophy and promise of your brand.

55. Use words to inspire, to inform, to communicate .

56. Words effect how brands are perceived, visualised, positioned and managed.Brand language-Tone of voiceWhen consistent it allows the consumer to recognise the brand.

57. The brand language should influence the internal organisation and any contact with consumers.

58. Language creates a sense of purpose and belonging.

59. Language can be used to tell stories about how the business started and the people who created it.External NIKE language.Just do it!

60. Internal language1 "It is our nature to innovate." The company sees innovation as one of its core organisational competencies.2 "Nike is a company." Nike is a profit-making entity and it achieves this goal very well. In the quarter ended August 31, 2007 it reported that its net income was up 51 per cent on the same quarter in 2006.3 "Nike is a brand." The "swoosh" logo is instantly recognisable around the world. Nike sees this as the symbol of its global leadership. It will enter only those markets that it thinks it can dominate. It says: 'lf we can't lead it, we don't need it.“4 "Simplify and go." Nike products have short life-cycles in terms both of technology and fashion. The company believes that making quick yet skilful decisions is key to its success. This aspect of Nike's vision, together with the seventh maxim, is particularly powerful in articulating the company's hugely successful use of emergent strategy.5 "The consumer decides." The company is keenly aware of the sophistication of its customers and it treats them as its key stakeholder.

61. Internal language6 "Be a sponge." Employees at Nike are encouraged to be curious and open to new ideas, whatever their source.7 "Evolve immediately." Nike sees itself as being in perpetual motion--viewing change as a key source of innovation. This attitude can easily be observed in the wide range of products that Nike offers its consumers. It is another example of the company's use of emergent strategy to good effect.8 "Do the right thing." Nike thinks of itself as a responsible global citizen, embracing the stakeholder view of corporate social responsibility. It encourages its people to be honest and transparent and to promote diversity and sustainability.9 "Master the fundamentals." All the innovation in the world is useless if you can't put it into action. A crucial part of Nike's success is its ability to refine its performance--the recent growth in profits suggests that it's achieving this.10 "We are on the offence--always." To stay ahead in an extremely competitive environment, Nike urges its people to act like leaders in their field to achieve victory.

62. Internal language11 "Remember the Man." The late Bill Bowerman is still held in high esteem throughout Nike, both for his understanding of athletes' needs and for his innovative spirit. Even from the grave he exerts a strong cultural influence on the organisation he helped to start--to the extent of being quoted in its mission statement.

63. Examples of developing brand language , philosophy, positioning and mission.

65. Philosophy We are a brand.

66. Our future is limited only by our inability to imagine it, we must be bold, we must dream and believe our dreams can come true.

67. The value we create for ourselves and for our partners will come from our team, guided by our vision and managed by through our philosophy.

68. Our people will create the value, our people are our most valuable asset, we must commit collectively and individually to invest in people every day.

69. We are a learning organisation, identify the influencers, the dreamers, the visionaries, invite them in, nurture them and learn from them.Philosophy We move from being a brand communications solution to the brand creation, brand growth and business development solution through the innovative use of media and communication.

70. We will commit to work with brands who can share our collective vision for their future; these brands will become our partners.

71. We will build value for our partners through our passion and desire to deliver innovative, unexpected and brand relevant creative solutions.

72. Our network is our competitive advantage, build the most talented and informed creative network in the world, demand excellence and commitment to the OBA vision.

73. OBA must be diligent, tenacious, responsive, nimble and a driver of change, we must be solution and opportunity focused.Philosophy The consumer will determine our success, know them, understand them, be part of their life, learn.

74. OBA is the ideas company, we are the communications company, we inspire, we lead and we never compromise our creative vision.

75. Our world yearns for our social and ethical conscious to manifest itself in actions and in deeds. OBA can leverage all it creates and all we are to be a force for good, for justice and hope.

76. Commit to identifying our cause and create something that inspires, let’s do the right thing.

77. Today we are creating our legacy, let’s be proud, let’s make it greatPhilosophyKey words ...............Brand, dream, people, learn, business, vision, partners, network, consumer, social, ethical, legacy.

78. MissionBooom!Ignite the Glorious Truth.

79. Corporate FIFA missionDevelop the game, touch the world, build a better future.Played by millions around the world, football is at the heart and soul of FIFA. Our mission is to develop the game around the world, to bring hope to those less privileged, build a better future for the world by using the power of football.For the game, for the world.

80. Developing the consumer brand mission........

81. FIFA Merchandising and design philosophyBrand. The brand is king, everything we say, everything we create, what we mean to consumers is defined and guided by how the brand defines itself.

82. Consumer. The consumer decides, his world changes every day, know him, know his world, see the world through his eyes.

83. Product. If we define our point of differentiation in product, in presentation and assortment the consumer will respond. The purchasing decision is never about price points when we create desire.Retail. Where we control or influence the retail landscape we must think of retail as media, retail environments communicate, retail has the ability to create the “consumer moment”.

84. The Marketplace. Trend is not a fad, it is an evolution and a condition. Look backward to classics and forward to culture.54

85. Consumer brand mission“create the leading sport lifestyle brand through the fusion of football, fashion and culture”

86. Visual brand language.The overarching visual style that guides the design of all elements connected to the brand.A long term creative platform to leverage the brands personality.

87. Examples of design/visual brand language.

88. BMW today.

89. BMW Tomorrow?

90. Paul Smith.

91. Paul Smith.

92. Consumers.

93. The consumer decides. Become a social, cultural and media sponge.See the world through the eyes of your target consumer

94. Consumers, know them. Demographic.

95. Age, occupation, educational background, gender, income, family size.

96. Geographic.

97. Where they live, post code, rural, urban, private, rented.

98. Benefit

99. Why do consumers use a particular brand or product, what are the characteristics of those brands and or products

100. Psychographic

101. Social class, personality type, lifestyle.

102. Behaviour.

103. Frequency of purchase, loyalty to particular brandsConsumers. Understanding a consumer profile and creating design features and consistent brand language..... Example

104. Corporate FIFA missionDevelop the game, touch the world, build a better future.Played by millions around the world, football is at the heart and soul of FIFA. Our mission is to develop the game around the world, to bring hope to those less privileged, build a better future for the world by using the power of football.For the game, for the world.

105. Developing the consumer brand mission........

106. Consumer brand mission“create the leading sport lifestyle brand through the fusion of football, fashion and culture”

107. Go to market.Product, design and distribution construct.........

108. THE FIFA BRAND MARKET PLACE POSITIONINGAUTHENTIC SPORTACTIVE LIFEPerformance needs of athletesInside the sportPerformance needs of lifestyle consumersY-3$$$$$$

109. Product and design construct…..FIFA CONSUMER PRODUCT BRAND PILLARSSport LifestyleTrendHeritageEventSports GraphicsUrbanBESTFIFA Official storeManaged space…..Directional fashion.Trend/energy storesSelfridgesHarvey NicholsTrophyMen's &Women'sEditionsMen's & Women'sVintage T’SMen's & Women'sCodeMen'sEvents PremMen's Women's BoysSports GraphicsFifa Brand Essentials1904Men's & BoysBETTERGeneral sports storesBetter dept storeJJBDebenhams1904Heritage T’sMen's & BoysSports GraphicsStadiumMen's & BoysEvents MidMen's Women's BoysFifa StreetBoysGOODValue retailTescoWal-Mart45/45Men's & BoysEvents ValueMen's Women's BoysSports Graphics71

110. Go to market.What consumer for each collection?

112. Editions. Competitive brands.

113. EDITIONS - FOSHigh price pointClassicTrendLow price point

114. Editions Consumer: David Male 20 – 35

115. Style is important

116. Inspired by sport/music/media

117. Lives for the weekend

118. Supports local football team

119. Hangs out at weekends at local bars or goes to concerts with his friends

120. Brand loyal, enjoys the heritage of brands

121. Dresses to fit his lifestyle, looks for long standing value and brand connectionMEET David – “I work in the media and it pays the bills but my focus turns to the weekend...I support mylocal team and love to get to a music concert with friends”

122. Editions Consumer: Sara Female 20 – 35

123. Inspired by sport/music/media

124. Lives for the weekend

125. Supports local football team with boyfriend

126. Hangs out at weekends at local bars or goes to concerts with friends

127. Brand loyal, enjoys the heritage of brands

128. Dresses to fit her lifestyle, looks for long standing value and brand connectionMEET Sara– “I l try to live life to the max! Keeping busy, my boyfriend and I support our local team and go into town to concert venue’s. Shopping is another obsession of mine”

129. Product and design construct…..FIFA CONSUMER PRODUCT BRAND PILLARSSport LifestyleTrendHeritageEventSports GraphicsUrbanBESTFIFA Official storeManaged space…..Directional fashion.Trend/energy storesSelfridgesHarvey NicholsTrophyMen's &Women'sEditionsMen's & Women'sVintage T’SMen's & Women'sCodeMen'sEvents PremMen's Women's BoysSports GraphicsFifa Brand Essentials1904Men's & BoysBETTERGeneral sports storesBetter dept storeJJBDebenhams1904Heritage T’sMen's & BoysSports GraphicsStadiumMen's & BoysEvents MidMen's Women's BoysFifa StreetBoysGOODValue retailTescoWal-Mart45/45Men's & BoysEvents ValueMen's Women's BoysSports Graphics78

131. FIFA OFFICIAL STOREVINTAGE COLLECTION Brand valuesExclusiveHistoric Individual

132. FIFA OFFICIAL STOREVINTAGE COLLECTION Market Comparables - Retro AmericanSuperdryA&FPolo RL

133. FIFA OFFICIAL STOREVINTAGE COLLECTION Market Comparables - Denim Brands/ PenguinLee - Gold Label Levi’s LVCPenguin

134. FIFA OFFICIAL STOREVINTAGE COLLECTION Market Comparables - Sports HeritageAdidas OriginalsRudolph DasslerConverse

135. FIFA OFFICIAL STOREVINTAGE COLLECTION ConsumerA bit like a train spotter - this consumer is very aware of detail and true authentic product. Probably collects other types of product and wears only certain type of denim and sports originals. Most definitely urban, knowledgable and into bands.

136. FIFA OFFICIAL STOREVINTAGE COLLECTION CollectablesOther vintage products that this consumer might buy into ;

138. FIFA OFFICIAL STOREVINTAGE COLLECTION Details - true authenticsLevi’s LVC pay attention to recreating exact vintage details and explains this to their consumers.

139. FIFA OFFICIAL STOREVINTAGE COLLECTION Details - create individuality across the lineSuperdry have a variable label system that creates an individual and premium feel

140. FIFA OFFICIAL STOREVINTAGE COLLECTION Details - bespokeThe handwritten or stamped label often gives the personal touch

141. FIFA OFFICIAL STOREVINTAGE COLLECTION ApplicationVintage garments will pay the same attention to detail regarding graphic application, whether flocked, ghost printed, small Brand embroidery or varsity style appliques

142. FIFA OFFICIAL STOREVINTAGE COLLECTION Packaging - point of sale - modern adaptionVintage can feel modern too. Especially if taken from the era’s like the 90’s or 80’s.Vintage is about keeping true to the era.

143. FIFA OFFICIAL STOREVINTAGE COLLECTION FIFA Product - Mexico 70Example of Mexico 70 taken through to VintageQuality inside back neck detailing is the focus. Using taping detail to pick out the Mexico 70 world cup, and secondary label deviceto give the product added value

144. FIFA OFFICIAL STOREVINTAGE COLLECTION FIFA Product - Mexico 70Example of Mexico 70 taken through to VintageMexico 70 tee shirt designs inspired from or taken literally from the FIFA World Cup IP

145. FIFA OFFICIAL STOREVINTAGE COLLECTION FIFA Product - Mexico 70Example of Mexico 70 taken through to Vintage

146. FIFA OFFICIAL STOREVINTAGE COLLECTION FIFA Product - Mexico 70 PackagingExample of Mexico 70 taken through to VintageThe packaging will be kept authentic taking packaging ideas from its era for example 70’s toys; photographic imagesof the product onto cardboard.

147. Now you have all the components, you have built your brand what then?

148. It is yours to lose.....if you don't stay focused on the customer experience.

150. Business leaders prefer rational, logical and process driven decision making.

151. What do consumers want from life?We, all of us want things that are engaging, fun, personal, useful, productive and desirable.And emotionally rewarding.

152. Every customer experience good or bad begins and ends with the way it has been designed.

153. People (consumers) are seeking a great experience of being alive!

154. Go design it!

155. Thank you.