wirDesign-Vortrag: Story-Telling von Norbert Gabrysch in Bejing (engl.)

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Im Rahmen der großen Pekinger Dienstleistungsmesse CIFTIS hielt der wirDesign CEO u. a. einen Vortrag zum Thema »Die Zukunft des Geschichtenerzählens« während des Symposiums StoryDrive China.

Mit einer Vielzahl neuer Eindrücke kehrte Norbert Gabrysch aus China zurück. Gemeinsam mit Mitgliedern des Deutschen Designer Clubs (DDC) war der CEO von wirDesign auf Einladung der Frankfurter Buchmesse/Academy und des Börsenvereins des Deutschen Buchhandels nach Peking gereist. Im Mittelpunkt standen Vorträge unter dem gemeinsamen Motto »Die Zukunft des Geschichtenerzählens«. Norbert Gabrysch widmete sich dem Thema »Successful Brands need good Stories«.

Neben dem Besuch einer der beiden Pekinger Kunsthochschulen und dem Besuch eines wichtigen Designmagazins gehörte auch der Kontakt und Erfahrungsaustausch mit chinesischen Kommunikations- und Design-Agenturen zum Programm.

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wirDesign-Vortrag: Story-Telling von Norbert Gabrysch in Bejing (engl.)

  1. 1. May 2013 › DDC › StoryDrive Treasure hunter, wirDesign, Norbert Gabrysch 1 CORPORATE BRAND SOLUTIONS May 2013, DDC, StoryDrive
  2. 2. May 2013 › DDC › StoryDrive Ni hao! 你好! Firstly, thank you very much for inviting me! Secondly, I‘d like to introduce myself to you: 2
  3. 3. May 2013 › DDC › StoryDrive3 › Norbert Gabrysch › Communication Designer › Co-founder of the brand and design agency wirDesign › Main focus: Corporate Design and Corporate Communications › Teacher and advisor at several Universities
  4. 4. 4 CORPORATE BRAND SOLUTIONS Treasure hunter?
  5. 5. May 2013 › DDC › StoryDrive5 My topic: BRANDS Corporate brands and produkt brands My belief: Every successful brand has a good story. My profession: To find/create these stories and make them visible.
  6. 6. May 2013 › DDC › StoryDrive6 People love stories! Which stories are especially emotionally touching? Stories, that are: › unique, › authentic › and true!
  7. 7. May 2013 › DDC › StoryDrive To find the true story behind a successful brand is like 7 treasure hunting. For that reason we have the following philosophy and guidelines for our work:
  8. 8. CORPORATE BRAND SOLUTIONS In our hearts, we are treasure hunters We believe that successful corporate brands rely on truths. These treasures lie in the personality, the skills and the performance of a company.We have the knowledge and the tools to systematically bring these truths to the surface, and reveal the substance for credible branding that draws its appeal from inner values. In so doing, we help our customers to turn valuable truths into value- added brands.
  9. 9. May 2013 › DDC › StoryDrive9 In our hearts, we are treasure hunters We believe that successful corporate brands rely on truths. These treasures lie in the personality, the skills and the performance of a company.We have the knowledge and the tools to systematically bring these truths to the surface, and reveal the substance for credible branding that draws its appeal from inner values. In so doing, we help our customers to turn valuable truths into value- added brands.
  10. 10. May 2013 › DDC › StoryDrive10
  11. 11. May 2013 › DDC › StoryDrive11 to sum it up: treasure hunters We are by heart.
  12. 12. May 2013 › DDC › StoryDrive12 tell you a story I already – the story behind the corporate brand wirDesign.
  13. 13. 13 CORPORATE BRAND SOLUTIONS › Founded in 1983 › Located at Braunschweig / Berlin (Ger) › 50 people › Focus: Corporate Brands and Corporate Communications › Ranking: Amongst the 10 largest independent CI/CD agencies in Germany
  14. 14. May 2013 › DDC › StoryDrive14 References
  15. 15. May 2013 › DDC › StoryDrive15 Every successful brand has a good story? 3 proofs – demonstrated by 3 international well-known brands
  16. 16. Two students invented a printed circuit board (PCB) for computers in a garage in 1976. One of them loved to eat apples and his favorite type of apples was »McIntosh«. All they did was different – and especially good ... May 2013 › DDC › StoryDrive16 Listen to this story first: What brand is it?
  17. 17. May 2013 › DDC › StoryDrive17
  18. 18. May 2013 › DDC › StoryDrive18
  19. 19. May 2013 › DDC › StoryDrive19
  20. 20. May 2013 › DDC › StoryDrive20 Starting with Volkswagen: one reliable car for everybody …
  21. 21. May 2013 › DDC › StoryDrive21 … ending up with many different cars for everybody. Volkswagen: Starting with one reliable car for many people …
  22. 22. May 2013 › DDC › StoryDrive22 What story tells the swiss watch brand »Swatch«?
  23. 23. May 2013 › DDC › StoryDrive23 Swatch: Innovative technique Only 51 instead of 150 parts
  24. 24. May 2013 › DDC › StoryDrive24 Swatch: Innovative concept of design
  25. 25. May 2013 › DDC › StoryDrive25 BRAND CONCEPT Brand strategy, brand architecture, brand positioning, mission statements BRAND DESIGN Analyses, re-launch and development of Corporate Design, naming and claim developement BRAND COMMUNICATION Communication concepts, realization of internal and external campagnes ANNUAL REPORTING Annual and sustainability reporting: print and online Our performances within the branding process BRAND IMPLEMENTATION Documentation, Corporate Design toolbox, brand management systems, user integration
  26. 26. May 2013 › DDC › StoryDrive26 3 Examples from my experience ... refering to our core activities: › Brand Design › Brand Implementation › Brand Communication
  27. 27. May 2013 › DDC › StoryDrive27 How do we find stories, that bring success to brands? of today use Treasure hunters modern tools.
  28. 28. May 2013 › DDC › StoryDrive28 wirDesign BrandExplorer® Defining and implementing core attributes of corporate brands RATIONAL BENEFIT Which competences and performances of the brand are relevant to the stakeholders? EMOTIONAL BENEFIT Which emotional value features the brand due to its personality? PERFORMANCE Which performances and competences demonstrates the brand in the market? PERSONALITY Which values, attitutes and characteristics create trust and commitment? BRAND CORE What are the utmosts concerns of a company shown by the brand?
  29. 29. May 2013 › DDC › StoryDrive29 of a brand story is the Examples: logo. The smallest element
  30. 30. May 2013 › DDC › StoryDrive30 Task: Creating a new logo. Adveniat A German relief organisation (NGO), that supports projects for needy people Latin America.
  31. 31. May 2013 › DDC › StoryDrive31 more life quality in Latin America. little construction stones towards small projects and install step by step We support a variety (diversity) of The story behind the brand Adveniat:
  32. 32. May 2013 › DDC › StoryDrive132a
  33. 33. May 2013 › DDC › StoryDrive232b
  34. 34. May 2013 › DDC › StoryDrive332c
  35. 35. May 2013 › DDC › StoryDrive433a
  36. 36. May 2013 › DDC › StoryDrive5 for the people of Latin America 33b
  37. 37. May 2013 › DDC › StoryDrive34 Irit nonsed minis Ulla facidunt augait, velis elent ad enim Hier steht die Headline Quat Tumsandi onu! Irit nonsed minis
  38. 38. May 2013 › DDC › StoryDrive35 But not just the logo alone, the whole look and feel of a brand should tell the successful story of the company. Corporate Design. This as visual basis for all communications is what we call
  39. 39. May 2013 › DDC › StoryDrive36 A German company for pharmaceutical and medical products
  40. 40. May 2013 › DDC › StoryDrive The essence of the B.Braun brand story is focused on the company‘s claim: 37 Sharing Expertise.
  41. 41. May 2013 › DDC › StoryDrive38 Brand essence (Brand statement) Values and characteristics Competences (Reason why) Emotional and rational benefits * working title innovative sustainableefficient technological leadership efficiency optimisationprocess speed-up responsibility The company that understands the processes in hospitals. The flexible one stop shopping supplier. The company that is well known at practitioners/nursing organisations. The company that understands surgery. The knowledge company* Brand positioning of B. Braun
  42. 42. May 2013 › DDC › StoryDrive The story can be summarised in just two words. 39
  43. 43. May 2013 › DDC › StoryDrive40 »With the claim Sharing Expertise B.Braun promisses to its clients and colleagues to share medical knowledge and knwo-how about health as well as using and maintaining this knowledge through communication with its partners.« Ludwig Georg Braun, 2002
  44. 44. May 2013 › DDC › StoryDrive41 ›› DDDDCC ›› StStororyDyDririveve
  45. 45. May 2013 › DDC › StoryDrive42 Sharing Expertise means »connecting«
  46. 46. May 2013 › DDC › StoryDrive43 We symbolise this with a ribbon.
  47. 47. May 2013 › DDC › StoryDrive44 The B. Braun brand ribbon
  48. 48. May 2013 › DDC › StoryDrive45 One design principle, many applications
  49. 49. May 2013 › DDC › StoryDrive46 Brochures
  50. 50. May 2013 › DDC › StoryDrive47 Advertisements
  51. 51. May 2013 › DDC › StoryDrive48 Mobile Internet
  52. 52. May 2013 › DDC › StoryDrive49 Packaging
  53. 53. May 2013 › DDC › StoryDrive50 Events and exhibitions
  54. 54. Chirurgische Instrumente nach DIN/ISO versprechen 100% Qualität und Präzision. Wenn es aber um die Arbeit im OP geht, kommt es auf jeden Millimeter an. Deshalb schaffen wir immer wieder eigene Normen. Bei den Nadelhaltern MAYO-HEGAR un- serer Sparte Aesculap zum Beispiel minimieren wir die Fertigungstoleranz von 5 auf nur 1,5 mm. Das sind 233% mehr Präzision, drei Mal soviel Zuverlässigkeit und ein Vielfaches an Sicherheit für Ärzte und Patienten. Qualitätsstandards jenseits der üblichen Grenzen – bei allen medizinischen Produkten, an allen Standorten, zu jeder Zeit. B. Braun. B. Braun Melsungen AG | 34209 Melsungen | Deutschland · www.bbraun.de sind und 233% zu wenig. Venenpunktion Vasofixfi ® Safety and Introcan Safty® Sicherheitsvenenverweilkanülen von B. Braun Optimierte Flüssigkeitstherapie für besondere Ansprüche Weil Kinder eben Kinder sind May 2013 › DDC › StoryDrive51 One monilithic corporate design
  55. 55. May 2013 › DDC › StoryDrive52 Design definitions for films
  56. 56. May 2013 › DDC › StoryDrive53 Online plattform for the brand Corporate Brand Guide
  57. 57. May 2013 › DDC › StoryDrive54 Every employee has to understand the brand story and act like that. The process to reach that is called Implementation What is neccessary for a successful brand story? Steadiness and sustainability!
  58. 58. 5% 64% 32% Employer behaviour Mass media Source: Studie »Behavioral Branding«, Tomczak/Henkel 2007May 2013 › DDC › StoryDrive Influencing elements for brand building 55
  59. 59. Implementation of strategy Emotional blockades Technical blockades May 2013 › DDC › StoryDrive The two big challenges of an implementation process 656a
  60. 60. Implementation of strategy Emotional blockades Technical blockades May 2013 › DDC › StoryDrive The two big challenges of an implementation process 7 Ich will nicht! Ich kann nicht! I don‘t want! I can‘t! 56b
  61. 61. Information Involvement Implementation Head Heart Hand May 2013 › DDC › StoryDrive The »wirDesign implementation principle« 57
  62. 62. May 2013 › DDC › StoryDrive Experiencing discrepancies 58
  63. 63. May 2013 › DDC › StoryDrive59
  64. 64. May 2013 › DDC › StoryDrive60
  65. 65. May 2013 › DDC › StoryDrive61 Volkswagen AG »www.volkswagen.de« Online infohub for everybody who is interested in education, jobs and carrier at Volkswagen
  66. 66. May 2013 › DDC › StoryDrive Background › The company Volkswagen AG re-launched its company website, including the section »Volkswagen carrier« › Profound information for all that are interested in working for Volkswagen › Successful carriers are complex › The section »Volkswagen carrier« meets this circumstance. But which are the elements that transport the major aspects emotionally and trustworthy? 62
  67. 67. May 2013 › DDC › StoryDrive63 How can we communicate the carrier opportunities at Volkswagen authentical and clear to an international audience?
  68. 68. May 2013 › DDC › StoryDrive64 the people We bring into focus and tell their stories.
  69. 69. May 2013 › DDC › StoryDrive65 This for example is Lisa B., we documented her education at Volkswagen with the camera.
  70. 70. May 2013 › DDC › StoryDrive66
  71. 71. May 2013 › DDC › StoryDrive67
  72. 72. May 2013 › DDC › StoryDrive68
  73. 73. May 2013 › DDC › StoryDrive69
  74. 74. May 2013 › DDC › StoryDrive70
  75. 75. May 2013 › DDC › StoryDrive71
  76. 76. May 2013 › DDC › StoryDrive72
  77. 77. May 2013 › DDC › StoryDrive73
  78. 78. May 2013 › DDC › StoryDrive74
  79. 79. May 2013 › DDC › StoryDrive75
  80. 80. May 2013 › DDC › StoryDrive76 The result: 13.000 pictures and 11 personal stories
  81. 81. May 2013 › DDC › StoryDrive77
  82. 82. May 2013 › DDC › StoryDrive78 Niedersächsische Landesforsten Finally, a »sounding story« from my home country – about the German forest.
  83. 83. WALDKLANG Nachhaltigkeit – Landesforsten setzen auf ein altes wie einfaches Prinzip Vorbild Natur – Grundlage des stetigen Wachstums Unternehmensporträt May 2013 › DDC › StoryDrive LANG Geschäftsbericht 2011 Nachhaltigkeit – Landesforsten setzen auf ein altes wie einfaches Prinzip Häufig heißt es: »Nachhaltigkeit ist etwas für Schönwetterzeiten.« Nicht so in der Forstwirtschaft. Hier ist das Prinzip in Notzeiten entstanden, als die Übernutzung der Holzvorräte bedrohliche Versorgungsengpässe in den Holz verarbeitenden Bereichen erzeugte. Seit nunmehr etwa 300 Jahren ist die Nachhaltigkeit das dominierende Leitbild im Wald. Mehr zu nutzen als nachhaltig nachwächst, geht auf Kosten der Substanz und damit nur begrenzt. Auf unseren Flächen wachsen pro Tag knapp 6.000 Fm HolzTT nach, das sind pro Stunde etwa 250 Fm, die wir nachhaltig dem Wald entnehmen können. Je nach Markt- und Preislage ernten wir marktkonform mal mehr und mal weniger Holz. Unser nach- haltiger Umgang mit dem Wald hat dazu geführt, dass heute so viel, so altes und so wertvolles Holz wie niemals zuvor seit dem Mittelalter im Niedersächsischen Landeswald wächst. Vorbild Natur – Grundlage des stetigen Wachstum Ein klimaschädliches Treibhausgas als gesellschaf produkt, kostenloses Regenwasser und kostenlos werden umgewandelt in einen nachwachsenden Kohlendioxid (CO2 ), 0,56 kg Wasser (H2 O) und 18 energie ergeben 1 kg Biomasse – Holz in unserem Abfallprodukt 1 kg Sauerstoff (O2 ) und 18,5 MJ H ausgedrückt: 6 CO2 + 6 H2 O + e = C6 H12 O6 + 6 O2 . I Fotosynthese für uns arbeiten lassen, nutzen wir Kriterien innovatives Produktionsverfahren der N nachwachsenden Rohstoff zu produzieren. Die la sche Waldentwicklung – LÖWE – beschreibt unse naturnahen Wirtschaftens. Unternehmensporträts 7 s tliches Abfall- se Sonnenenergie Rohstoff. 1,44 kg 8,5 MJ Sonnen- m Fall – und als Heizwert. Anders ndem wir die ein nach heutigen Natur, um einen angfristige ökologi- ere Prinzipien WALDDKL 79 The story about the second biggest state owner of German forest is told in print (annual report) and digital products.
  84. 84. May 2013 › DDC › StoryDrive80 Stories about the »emotional product« forrest, are the more fascinating the more sences are adressed ... How does the forest sound?
  85. 85. May 2013 › DDC › StoryDrive81
  86. 86. 99 May 2013 › DDC › StoryDrive82
  87. 87. May 2013 › DDC › StoryDrive83
  88. 88. May 2013 › DDC › StoryDrive84
  89. 89. CORPORATE BRAND SOLUTIONS CORPORATE BRAND SOLUTIONS CORPORATE BRAND SOLUTIONS zài jiàn! 再 ! Thanks a lot for your attention! Norbert Gabrysch n.gabrysch@wirDesign.de www.wirDesign.de

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