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Branding in a post-industrial world.


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A keynote speech about the need for companies to shift from a narrow, communications driven approach to branding toward a strategic, brand experience driven approach. This was originally a keynote speech at the Food Business Summit 2017.

Published in: Business
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  • Hyvät slaidit ja vältti suurimmat alan kliseet. Minusta erityisesti slaidi 7. sai hymyn huulille. Tuonannon rationalisointi, joita isot yritykset ovat harrastaneet jo useiden vuosikymmenten ajan on todellinen este asiakkaan toiveiden kuutelemiselle. Isoilla kuluttajahyödyke toimijoilla puttuu työkalut joilla kokeilla ja keskutella asiakkaiden ja kuluttajien kanssa koska tuotanto sanoo "Hyvä idea mutta meidän kone tekee tätä miljoona yksikköä. Minne aiotte myydä ne?" :)
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  • @Veronica Fossa Thanks! I really believe branding and innovation is merging, and as companies compete through experiences (the how) and meanings (the why), more than products (the what), we need a more strategic, integrated model for branding.
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  • Congrats for a very inspiring presentation, Tobias! I love how you blend branding with experience design.
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Branding in a post-industrial world.

  1. 1. Branding in a post- industrial world. Tobias Dahlberg | Wonder Inc.
  2. 2. Copyright © 2017 Wonder Agency. Wonder innovates and transforms businesses through design.
  3. 3. Copyright © 2017 Wonder Agency. 3 96 % of companies fail to realize the true potential of branding*. * says my gut
  4. 4. How we got to where we are.
  5. 5. Copyright © 2017 Wonder Agency. 5 Branding is still rooted in the industrial model.
  6. 6. Copyright © 2017 Wonder Agency. 6 A system built around scale and standardisation.
  7. 7. Copyright © 2017 Wonder Agency. 7 Mass production Mass marketing Mass consumption
  8. 8. Copyright © 2017 Wonder Agency. 8 The industrial model took humanity out of business.
  9. 9. Copyright © 2017 Wonder Agency. 9 Advertising to the masses is not how you build brands.
  10. 10. Copyright © 2017 Wonder Agency. 10 Factory > Product > Marketing > Customer THE OLD MODEL
  11. 11. Copyright © 2017 Wonder Agency. 11 The old branding principles don’t work any longer.
  12. 12. Copyright © 2016 Wonder Agency. 12 
 The world today
  13. 13. Copyright © 2017 Wonder Agency. 13 We have enough stuff. We have enough choice.
  14. 14. Copyright © 2017 Wonder Agency. 14 Today we want authentic experiences, self-fulfilment, higher purpose and meaning.
  15. 15. Four fundamental shifts for successful branding in highly competitive markets.
  16. 16. Shift your focus from products to customers.1
  17. 17. Copyright © 2017 Wonder Agency. 17 Most companies are still focused on building better mousetraps.
  18. 18. Copyright © 2017 Wonder Agency. 18 The front-endFront stageBack-stage Front-stage THE WHAT
  19. 19. Copyright © 2014 Wonder Group. “The product is not the innovation, the customer is”. Marty Neumeier
  20. 20. Copyright © 2017 Wonder Agency. 20 “Why should I choose you?”
  21. 21. Innovate beyond products.2
  22. 22. Copyright © 2016 Wonder Agency. 22 Which one would you choose? What is value?
  23. 23. 407,7 13,4 88 11,4x5,19x1,74xPrice per kilo What is the value made up of?
  24. 24. Copyright © 2015 Wonder Group. Experience design & innovation
  25. 25. Where’s the value? The What The How The Why The Meaning The Experience The Product
  26. 26. Copyright © 2017 Wonder Agency. 26 Wolt changed how we order and consume restaurant food.
  27. 27. Copyright © 2017 Wonder Agency. 27 Netflix changed how we access and consume TV and movies.
  28. 28. Make branding strategic.3
  29. 29. Copyright © 2017 Wonder Agency. 29 Impact Integration Brand as Communication Brand as Marketing Brand as Strategy How is branding viewed inside your organisation?
  30. 30. Copyright © 2017 Wonder Agency. 30 Principle INNOVATION
 Strategic branding integrates business strategy with brand experience.
  31. 31. Make culture the driver.4
  32. 32. Copyright © 2015 Wonder Group. Your values and identity are your brand’s core. They either propel you to success or kill your brand.
  33. 33. Copyright © 2015 Wonder Group. You cannot hide culture.
  34. 34. Copyright © 2017 Wonder Agency. 34 Branding needs humanity and creativity.
  35. 35. Copyright © 2015 Wonder Group. The starting point for great branding is to get everyone to genuinely care about making a difference in peoples’ lives.
  36. 36. COPYRIGHT © 2014 WONDER GROUP. WONDERHELSINKI.COM Case: Nordic Spirits Lab
  37. 37. Nordic Spirits Lab pushes the boundaries of the spirits industry through collaboration and experimentation. 001 : Introduction
  38. 38. Combining the essence of the Nordic with science and creativity. 003 : What we are working on.
  39. 39. NSL is essentially about solving problems and designing better consumer experiences. 002 : NSL 2017—2018
  40. 40. Exploring themes related to drinking. We explore not just products, but the human and social aspects related to drinking. 003 : What we are working on.
  41. 41. We are involving consumers and experts in co-creation. 002 : NSL 2017—2018
  42. 42. Our first product, Nordic Gin x Akvavit. 001 : Introduction
  43. 43. 003 : What we are working on. Endless prototyping and experimentation - thus using the content as marketing and branding.
  44. 44. Copyright © 2017 Wonder Agency. 46 Our model In only 12 months, without no PR push, NSL has been featured in media around the world.
  45. 45. About Tobias Dahlberg | CEO & Strategist Tobias works as a strategist on innovation, design and branding. 
 Prior to founding Wonder in 2008, Tobias worked in brand - and business development roles (The Coca-Cola Company, Nike Inc, in management consulting, and as partner and investor in few start-ups, as well as a partner in a marketing agency). Tobias strength lies in designing and leading strategy and innovation programs, from methodology to facilitation and the design of concepts.
 Tobias has led strategy and innovation programs for brands and companies such as Iittala, Fiskars, Paulig, Fazer, Marimekko, Altia, Halti, Neste Oil, Metsä-Tissue, Arla, Coca-Cola Nordics, etc. Tobias has led and co-created over 200 new product, service and business model concepts for brands and businesses across the Nordics and Europe. His work has been featured in e.g. Wallpaper Magazine, Business Insider and Condé Nast Traveller. . Tobias is a frequent speaker on brands, design and innovation at conferences. @tobiasdahlberg