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BUILDING A COMPELLING
BRAND SYSTEMDANNY BLUESTONE - CYBER-DUCK LTD
With an ISO accredited, user-centred approach, our award winning team will ensure your brand, website and marketing campaigns perform exceptionally, every time.
INTRO
When a company knows what it stands for and where it is going, it can focus its people and
resources and have clarity in a range of decisions.
A robust brand architecture provides management scale, so business units run things
independently
“If you’re everything, you’re kind of nothing,”Brad Garlinghouse, a former Yahoo executive
THE WHAT
Storyframing is the art of building a structure that lets customers
create their own narratives
Customers are focused on meaning
The Guinness Storehouse has become a stunning Dublin landmark
Smart brands use digital and physical infrastructure to get in touch with different generations
Cyber-Duck runs its own internal hackathons to develop growth
infrastructure
We moved away from “brands marketing products" to “products marketing brands”
Using exemplars, interaction with government
services has been re-engineered
Put the needs of the users first and foremost
Don’t find customers for your products, find products for your customers
Seth Godin
THE HOW
Strong brands should be persona focused
Brand systemPart 01 of 02 (“The how”)
A brand needs an essence, narrative and ‘integrative’ innovation
1/3 PERSONALITY
Innovation and integration1/3 PERSONALITY
Cultivation1/3 PERSONALITY
Unique brands that are language and content ‘adaptive’ win the customer centricity battle
2/3 BEHAVIOUR
2/3 BEHAVIOUR Differentiation
2/3 BEHAVIOUR Ongoing validation
Bake in social connectivity to drive growth hacking. Have a ubiquitous presence across channels, linking to the ‘real world’
3/3 COMMUNICATION
3/3 Channel iterationCOMMUNICATION
3/3 CollaborateCOMMUNICATION
TAKEAWAYS
- PERSONALITY - By building a distinct personality that is focused, scalable and ‘integrative’ with quality content, brands can elevate innovation and outreach.
- BEHAVIOUR - Modern brands become ‘digital first’ by removing obstacles through empowerment, personalisation, design ‘languages’ and process change.
- COMMUNICATION - Disruptive brands bake in social connectivity whilst ensuring ‘shareability’ that is ‘real-world’ compatible and user centric.
TO SUMMARISE
— Marty Neumeier
Customers no longer buy brands. They join brands.
THANK YOU@CYBERDUCK_UK @DANNY_BLUESTONE
ALL IMAGES IN THIS PRESENTATION ARE COPYRIGHT TO THEIR RESPECTIVE OWNERS