Embed Size (px)
DESCRIPTION
visual strategy behind BR-ND Kitchen
Citation preview
BR-ND KITCHENA strategy driven branding game for creating possible
settings for appealing brands and what the brand could
become in terms of naming, design & activation
A game which makes possible for BR-ND to co-create with
clients appealing brands in an inspiring and fun way
Based on scientific research
Brands stimulate desire when they trigger specific human drives
Brands are build from intensive collaboration
<< Vision
Mission >>
Create together with the client the first steps of an appealing brand
Combining fun, science, play and a different mindset helps people create appealing brands
<< Insight
The SIX-C-MODEL® provides insights and direction
Client + the BR-ND interdisciplinary branding team(between 9 and 12 people)
<< Who
Playing with science Co-creation
BR-ND KITCHEN
A strategy driven branding game for co-creating appealing
brand recipies
Inspiration
PromotionBR-ND
Teambuilding
Categorydrives
Knowledgetransfer
(sub)consciousselection
Discussion
Client relationdevelopment Sub-goals of the game
Goal of the game
Game essence
Game goals >>
Analysis Creation Decision Implementation
When >>
The game is the kick-off in the creation phase in branding
BR-ND KITCHEN
Why (product) >>
Besides a great team experience you will have created three different cocktails/recipes
<< bottom-line
A different approach to brand creation
THE GAME FURTHER EXPLAINED
THE GAME 23PLUSONE
BASIS
ULTIMATE GOAL / DREAM
The 23plusone cocktail placed on the BR-ND TRINITY
BR-ND KITCHEN MOODBOARD
THE GAME BUILD-UP
Insight
Inspiration
Info/introBR-N
D KITCH
EN
Strategy(now
& future)
Status Quo
Experimenting
with 23plusone
Co-creating cocktails/recipes
Consequences
Adjustments
Put the strategyon the table
BR-ND
Branding knowledge
23plusone
Take a look around
Realize what others do
For naming For activation
For design
For innovation
Final tweaksto the cocktails/
recipes
Play with different combinations
of the human drives
Co-createcocktail/recipe 1
For personality
Look at the 23plusone profile of
the brand & category
Co-create cocktail/recipe 2
Co-create cocktail/recipe 3
S F
THE GAME LEVELS
BR-ND KITCHEN
Level 1TheDrives
Level 2StrategyDriven
Level 3CocktailCreation
A playful MiniGame which allows you to discover the
human drive domains. At the end you will identify your
brand profile and the category drives
A rational MiniGame that identifies your current strategy and how you see your strategy in the future. This MiniGame
will also provide you with enough inspiration to build appealing cocktails/recipes A MiniGame where you
co-create 3 cocktails and play with them through exploration
StandaardStrategy
consequences
Optional
Design
exploration
Optional
Activation
exploration
Optional
Nam
ing exploration
IntroductionA
short movie/anim
ation about brands, branding, 23plusone and the introduction of the gam
e theme
THE GAME LEVELS LAYER VIEW
6
5
4
3
2
106
54
32
10
6
5432
1
0
“Naming level”
CocktailCreation level
“Design level”
“Activation level”
Base platform
StrategyDriven level
TheDrives level
Team base
Inner ring
MA
IN G
AM
E LE
VELS
OPT
ION
AL
GA
ME
LEVE
LS
GAME LAYER VIEW
Colour wheelColour wheel
Inner ring
TheDrives level
StrategyDriven level
CocktailCreation level
Naming level
Design level
Activation level
Base platform
Team baseM
ainGam
e levelsO
ptionalGam
e levels
MORE INFO?
Alexander Koene
+31(0)6 53801287
Kim Cramer
+31(0)6 22973804
Joost Galjart
+31(0)6 48017780
visit www.br-nd.com
PASSIONATETHINKERS,CREATIVE DOERS.
