A recent presentation I gave to help raise the Design IQ at Stackla. Topics include; What is design? Why should we care? UX and UI. Beauty, utility and delight. Design, ROI and the bottom line.
BrandHOUSE Capabilities and CredentialsChris Waldron
BrandHOUSE is a creative consultancy. We are in the business of providing premium consulting in brand communications, advertising and graphic design services.
We help clients to communicate
by partnering with them to tell stories and open conversations
on their behalf.
Brand architecture is an organizing structure that specifies brand roles and the nature of relationships between brands. Brand managers now face market fragmentation, channel dynamics, global realities, and business environments that have drastically changed their task. In addition, there is pressure to leverage brand assets because of the prohibitive cost of creating new brands. This set of challenges has created a new discipline called "brand architecture." It explores the needs for a company to be centralized or decentralized (in terms of its product range, sales, and marketing); and the extent to which the firm's market offerings are standardized versus customized.
A recent presentation I gave to help raise the Design IQ at Stackla. Topics include; What is design? Why should we care? UX and UI. Beauty, utility and delight. Design, ROI and the bottom line.
BrandHOUSE Capabilities and CredentialsChris Waldron
BrandHOUSE is a creative consultancy. We are in the business of providing premium consulting in brand communications, advertising and graphic design services.
We help clients to communicate
by partnering with them to tell stories and open conversations
on their behalf.
Brand architecture is an organizing structure that specifies brand roles and the nature of relationships between brands. Brand managers now face market fragmentation, channel dynamics, global realities, and business environments that have drastically changed their task. In addition, there is pressure to leverage brand assets because of the prohibitive cost of creating new brands. This set of challenges has created a new discipline called "brand architecture." It explores the needs for a company to be centralized or decentralized (in terms of its product range, sales, and marketing); and the extent to which the firm's market offerings are standardized versus customized.
Marketing jargon buster which includes definitions for the following:
• Strategy vs. Tactics
• Insight vs. Observation
• Product Proposition vs. Campaign Platform vs. Creative idea
• Brands & Branding
• Brand Identity vs. Look & Feel vs. Creative Vehicle
• Segmentation vs. Targeting
• Types of Segmentation vs. Types of Targeting
• Digital & Media terminology
This is an outline of my branding studies, I will be summarizing all the information I learn throughout my studies and researches into small presentations hoping it will make good and easy references for people who are looking to understand and learn more about branding.
In this presentation I will talk about the Brand basics and I will cover the following:
- What is brand?
Stay tuned and engage with me on twitter on: @YazanTamimi
A comprehensive guide to the world of branding. It is an exciting time for branding. As everything becomes global, good branding becomes more crucial. What is Branding? is an accessible guide that makes sense of this complex subject. It explores the process of branding, and shares insights that can be applied to practical challenges.
When it comes to crafting their narrative many brands make this simple mistake: they add more just for the sake of it. Building a Strong Brand Narrative lays out the formula - Story, Visual and Content with statistics, best practices and examples.
Attraction is a Beautiful Thing
Whether it’s a business or a non-profit, your goal as a leader is to build, transform, and elevate your brand—so that you can attract attention, create buzz, nurture a preference, generate leads, and engender loyalty.
To do that, you need to understand the essential truths about your organization, interlace them with your audiences’ perspectives, and use that knowledge to create a smart and fearless presence that changes minds and inspires action.
Brand architecture is the structure of brands within an organizational entity. It is the way in which the brands within a company’s portfolio are related to, and differentiated from, one another. The architecture should define the different leagues of branding within the organization; how the corporate brand and sub-brands relate to and support each other; and how the sub-brands reflect or reinforce the core purpose of the corporate brand to which they belong. Often, decisions about Brand Architecture are concerned with how to manage a parent brand, and a family of sub-brands - Managing brand architecture to maximize shareholder value can often include using brand valuation model techniques. Brand architecture may be defined as an integrated process of brand building through establishing brand relationships among branding options in the competitive environment. The brand architecture of an organization at any time is, in large measure, a legacy of past management decisions as well as the competitive realities it faces in the marketplace.
I've honed a meticulous Six-Step Creative Process that guides projects from inception to completion. This structured approach starts with an in-depth Understanding of the client's needs, followed by Ideation, where creative concepts are born and diversified. Concept Development refines these ideas into actionable plans, which are then rigorously assessed during the Evaluation phase. Execution brings these plans to life, ensuring each project's vision is realized with precision. The process culminates in Reflection, a critical review that fuels continuous improvement and innovation. This cycle not only ensures high-quality outputs but also fosters a dynamic environment where creative solutions thrive.
A closer look:
Two Creative Approaches to produce creative work in response to a creative brief. Fast and Slow, Deliberation and Agility. Both equally effective but deployed for different reasons.
More Related Content
Similar to Stuart Wilson - My Principles of creativity
Marketing jargon buster which includes definitions for the following:
• Strategy vs. Tactics
• Insight vs. Observation
• Product Proposition vs. Campaign Platform vs. Creative idea
• Brands & Branding
• Brand Identity vs. Look & Feel vs. Creative Vehicle
• Segmentation vs. Targeting
• Types of Segmentation vs. Types of Targeting
• Digital & Media terminology
This is an outline of my branding studies, I will be summarizing all the information I learn throughout my studies and researches into small presentations hoping it will make good and easy references for people who are looking to understand and learn more about branding.
In this presentation I will talk about the Brand basics and I will cover the following:
- What is brand?
Stay tuned and engage with me on twitter on: @YazanTamimi
A comprehensive guide to the world of branding. It is an exciting time for branding. As everything becomes global, good branding becomes more crucial. What is Branding? is an accessible guide that makes sense of this complex subject. It explores the process of branding, and shares insights that can be applied to practical challenges.
When it comes to crafting their narrative many brands make this simple mistake: they add more just for the sake of it. Building a Strong Brand Narrative lays out the formula - Story, Visual and Content with statistics, best practices and examples.
Attraction is a Beautiful Thing
Whether it’s a business or a non-profit, your goal as a leader is to build, transform, and elevate your brand—so that you can attract attention, create buzz, nurture a preference, generate leads, and engender loyalty.
To do that, you need to understand the essential truths about your organization, interlace them with your audiences’ perspectives, and use that knowledge to create a smart and fearless presence that changes minds and inspires action.
Brand architecture is the structure of brands within an organizational entity. It is the way in which the brands within a company’s portfolio are related to, and differentiated from, one another. The architecture should define the different leagues of branding within the organization; how the corporate brand and sub-brands relate to and support each other; and how the sub-brands reflect or reinforce the core purpose of the corporate brand to which they belong. Often, decisions about Brand Architecture are concerned with how to manage a parent brand, and a family of sub-brands - Managing brand architecture to maximize shareholder value can often include using brand valuation model techniques. Brand architecture may be defined as an integrated process of brand building through establishing brand relationships among branding options in the competitive environment. The brand architecture of an organization at any time is, in large measure, a legacy of past management decisions as well as the competitive realities it faces in the marketplace.
I've honed a meticulous Six-Step Creative Process that guides projects from inception to completion. This structured approach starts with an in-depth Understanding of the client's needs, followed by Ideation, where creative concepts are born and diversified. Concept Development refines these ideas into actionable plans, which are then rigorously assessed during the Evaluation phase. Execution brings these plans to life, ensuring each project's vision is realized with precision. The process culminates in Reflection, a critical review that fuels continuous improvement and innovation. This cycle not only ensures high-quality outputs but also fosters a dynamic environment where creative solutions thrive.
A closer look:
Two Creative Approaches to produce creative work in response to a creative brief. Fast and Slow, Deliberation and Agility. Both equally effective but deployed for different reasons.
DosTwo is an art director/copywriter team. We offer ourselves as a creative resource to agencies. We're driven by the power of ideas.
We specialise in Brand Communication, Digital Marketing and Experience Design.
A presentation ultimately to lay out my philosophy on integrating with other people in a team, a department or an organisation and how that culture can grow and become successful.
My approach to creating effective, award winning solutions is to lead intimate, relaxed sessions with a team from a whiteboard through a programme of five controlled transformational phases of group work; discover, interpret, plan, ideate and execute. From the front I use series of effective thinking techniques to encourage associative third-person perspective brainstorming along a tight direction as we move towards each milestone and ultimately the deadline. This process incorporates the three design disciplines; Tapping into the history of classical design (form and content), the strategies of design thinking (customer needs) and in synthesis with the requirements of computational design (real time, mobile computing).
This was a final interview presentation deck for the Creative Director position at gyro: in Manchester. I was down to the last two candidates and I was asked to present my 'best' piece of work - meaning, a piece of work where I was at my best. So I chose the New Balance brand proposition pitch and toolkit development I creatively led for nine months during 2016 at ZAK.
DosTwo Knowing Creates Progress presentation July 2020stuwilson.co.uk
At DosTwo we provide connected thinking to unearth the opportunities that inhabit the challenges our clients face. We’re fast and flexible, our mental agility makes change happen. We love what we make, we cultivate a way forward.
DosTwo - Knowing creates progress
Telepress is a universal categorization system, like a highway code, which aids and enhances navigation for anyone looking for information through any screen, perhaps a television, maybe even a mobile device.
Stuart Wilson 360º Creative Director - Career Biographystuwilson.co.uk
Career biography of an experienced, 360° Creative Director/Strategist with a natural inclination towards emerging products and platforms that drive social connection, while also retaining a command of the traditional communication channel mix. A creative polymath originally from a design background who has developed into a multifaceted writer, methodical strategic thinker and inspirational leader, equally comfortable working on both domestic and global briefs.
The case study discusses the potential of drone delivery and the challenges that need to be addressed before it becomes widespread.
Key takeaways:
Drone delivery is in its early stages: Amazon's trial in the UK demonstrates the potential for faster deliveries, but it's still limited by regulations and technology.
Regulations are a major hurdle: Safety concerns around drone collisions with airplanes and people have led to restrictions on flight height and location.
Other challenges exist: Who will use drone delivery the most? Is it cost-effective compared to traditional delivery trucks?
Discussion questions:
Managerial challenges: Integrating drones requires planning for new infrastructure, training staff, and navigating regulations. There are also marketing and recruitment considerations specific to this technology.
External forces vary by country: Regulations, consumer acceptance, and infrastructure all differ between countries.
Demographics matter: Younger generations might be more receptive to drone delivery, while older populations might have concerns.
Stakeholders for Amazon: Customers, regulators, aviation authorities, and competitors are all stakeholders. Regulators likely hold the greatest influence as they determine the feasibility of drone delivery.
Artificial intelligence (AI) offers new opportunities to radically reinvent the way we do business. This study explores how CEOs and top decision makers around the world are responding to the transformative potential of AI.
Oprah Winfrey: A Leader in Media, Philanthropy, and Empowerment | CIO Women M...CIOWomenMagazine
This person is none other than Oprah Winfrey, a highly influential figure whose impact extends beyond television. This article will delve into the remarkable life and lasting legacy of Oprah. Her story serves as a reminder of the importance of perseverance, compassion, and firm determination.
The Team Member and Guest Experience - Lead and Take Care of your restaurant team. They are the people closest to and delivering Hospitality to your paying Guests!
Make the call, and we can assist you.
408-784-7371
Foodservice Consulting + Design
Senior Project and Engineering Leader Jim Smith.pdfJim Smith
I am a Project and Engineering Leader with extensive experience as a Business Operations Leader, Technical Project Manager, Engineering Manager and Operations Experience for Domestic and International companies such as Electrolux, Carrier, and Deutz. I have developed new products using Stage Gate development/MS Project/JIRA, for the pro-duction of Medical Equipment, Large Commercial Refrigeration Systems, Appliances, HVAC, and Diesel engines.
My experience includes:
Managed customized engineered refrigeration system projects with high voltage power panels from quote to ship, coordinating actions between electrical engineering, mechanical design and application engineering, purchasing, production, test, quality assurance and field installation. Managed projects $25k to $1M per project; 4-8 per month. (Hussmann refrigeration)
Successfully developed the $15-20M yearly corporate capital strategy for manufacturing, with the Executive Team and key stakeholders. Created project scope and specifications, business case, ROI, managed project plans with key personnel for nine consumer product manufacturing and distribution sites; to support the company’s strategic sales plan.
Over 15 years of experience managing and developing cost improvement projects with key Stakeholders, site Manufacturing Engineers, Mechanical Engineers, Maintenance, and facility support personnel to optimize pro-duction operations, safety, EHS, and new product development. (BioLab, Deutz, Caire)
Experience working as a Technical Manager developing new products with chemical engineers and packaging engineers to enhance and reduce the cost of retail products. I have led the activities of multiple engineering groups with diverse backgrounds.
Great experience managing the product development of products which utilize complex electrical controls, high voltage power panels, product testing, and commissioning.
Created project scope, business case, ROI for multiple capital projects to support electrotechnical assembly and CPG goods. Identified project cost, risk, success criteria, and performed equipment qualifications. (Carrier, Electrolux, Biolab, Price, Hussmann)
Created detailed projects plans using MS Project, Gant charts in excel, and updated new product development in Jira for stakeholders and project team members including critical path.
Great knowledge of ISO9001, NFPA, OSHA regulations.
User level knowledge of MRP/SAP, MS Project, Powerpoint, Visio, Mastercontrol, JIRA, Power BI and Tableau.
I appreciate your consideration, and look forward to discussing this role with you, and how I can lead your company’s growth and profitability. I can be contacted via LinkedIn via phone or E Mail.
Jim Smith
678-993-7195
jimsmith30024@gmail.com
9. THIS IS MY 20 STEP PROCESS FOR BUILDING A BRAND FROM THE GROUND UP
1. STRATEGY - Look for a narrative, or a hook(s) and create a COMMUNICATIONS PLATFORM to build a campaign/
conversation around our target audience.
2. IDENTIFY the relationship between brand and audience.
3. Use NLP to establish how and why certain stories need to be told and how those stories are being received by the target
audience. What do they need to know? Or to hear, to help them understand and be persuaded? The brand pushes out but
the audience pulls in. Sometimes the audience leads the agenda, sometimes the brand but either way we need to establish
the playing field before we can move forward on any other aspects of the brand-building process.
The above process informs the establishment or mapping of a target audience’s identity, needs and wants. The target
audience self-image. The reflected audience.
4. ESTABLISH/understand the brand’s culture. THE BRAND’S PERSONALITY.
The objectives of the business and where its products and services will evolve and grow so as to establish itself against its
aims to manifest into its fully operational future self.
5. BUILD A FRAMEWORK of how the brand creates and then tells stories.
6. Know what the BRAND-CONSUMER relationship model is.
7. Make real THE COMMUNICATIONS PLATFORM. It is the basis that all brand communications aim to collectively create
brand equity within the minds of the target audience. Ultimately its the actualisation of the brand essence as a tangible
feeling that is deemed useful, or inherently positive and beneficial by the hearts and minds of the target audience. Every
communication or direct brand experience should reinforce the value in the communications platform. The communications
platform is also therefore a mindset to be adopted or shared where both the brand and the target audience are completely
on the same page. They become bedfellows. Where they enter a slipstream together over time and place. It is a shared
space where both parties occupy to create, once again, the synergy of feeling blissful and without worry. The
communications platform makes the promises and the brand-customer experience proves the promise was real.
10. Archetypes are part of our subconscious.
The communications platform is a framework for the creation of an emotional connection with what the target audience
requirements are and the brand image needs to help imbue that emotional connection at the core by externalising the
brand’s symbology. What does the brand make the target audience feel when they see it or hear it - even feel it?
8. BRAND NEEDS TO BE UNIVERSALLY UNDERSTOOD
9. There are elements of brand positioning that need to be expressed but also we need to meet the consumer along
gratification and expectation lines evoking deeper archetype cues. We also need to be clear on our sector, what we are as
well as who we are.
10. IMAGE POSITION
We must know and understand the exact target and sweet spot for colour and colour tone. We are premium. We are silk.
We are mature. We are not child-like, nor are we fun or acidity. But we have warmth, we are inclusive and have an
approachable togetherness that is innocent and simple. All of these attributes inform the design choices as we move further
towards establishing a clear identity.
11. FIFTH ELEMENT
This is the opportunity to create a unique visual aspect to the brand that only we can use or own. It gives us stand-out and is
another method of creating consistency, stickiness and love for the brand once it is out there being used on a regular basis.
A fifth element is something people will look for, play with and adopt as a familiar friend.
12. COMMUNICATIONS FRAMEWORK
We have to establish the key stories in content that the brand can and should tell. We have to be clear at every level about
what our messaging is doing on a purpose level - how we create and how we tell stories about the brand needs to be
crystallised in a simple framework that anyone can understand.
13. DEVELOP PERSONALITY & THEN TONE OF VOICE.
Personality can come from how the brand should behave when conveying its content and stories. Some of this can come
from BLUE research at the archetype level. However, it can also come out of earlier brand studies such as; we have warmth,
we are inclusive and have an approachable togetherness that is innocent and simple.
11. 14. BEGIN CONCEPTING ADVERTISING ECOSYSTEM
At this stage it is wise to build a conceptual model, called a Communications Performance Framework, to help the ideation
process with cues that will affect and improve the effectiveness of the advertising/content itself.
15. Judging the ideas is both rational and emotional. Personal tastes and preferences can collide with process and
consensus. It requires imagination, leadership and trust. We have to manage expectations and functional performance
against look and feel. This is where a position is established on the ground up to this point.
16. DESIGN
We have to establish the actual real colour palette, the design nomenclature - relationships and wider use cases have to be
included, if not yet trodden as paths. Typefaces knuckled down upon and locked in.
17. All of this moves us towards a final EXECUTIONAL STAGE of the process.
We commit to look and feel.
We commit to Brand DNA Model.
We make decisions on mood of the brand elements in mood boards.
18. We envision how photography, illustration and packaging might work. Again with mood boards.
19. WE FINALISE CUSTOMER JOURNEY
20. FINALLY WE MAKE THE BRAND BOOK
END