Upload
babar-usmani
View
222
Download
0
Embed Size (px)
Citation preview
8/7/2019 Brandjam Humanizing Brand1
1/85
Brandjam:Humanizing Brands Through
Emotional DesignMarc Gob
8/7/2019 Brandjam Humanizing Brand1
2/85
A think tank. Motivational workshops. Design insight.
Marc GobEmotionalbranding.com
8/7/2019 Brandjam Humanizing Brand1
3/85
Why Emotional Branding.
Most corporations have failed to changetheir culture to promote managers able toleverage their imagination and intuition to
create winning brands in the marketplace.
8/7/2019 Brandjam Humanizing Brand1
4/85
Emotionalbranding.com
Head/Heart/Gut.Discover the emotional power of your brand.
Brandjamming.Design driven creative collaboration.
Plunge.Innovation by daring to go where others wont.
Citizenship.
Make the world a better brand.
Scream.Bring your imagination to life through Design.
8/7/2019 Brandjam Humanizing Brand1
5/85
8/7/2019 Brandjam Humanizing Brand1
6/85
8/7/2019 Brandjam Humanizing Brand1
7/85
Nike is more than performance, it is
also about how we live.Nike focuses on innovation, style, story
and experience to create the emotional
connection.
Heather Amuny-DeyDesign Director North America.
Nike.
8/7/2019 Brandjam Humanizing Brand1
8/85
In a century rife with the predictable,
the dehumanizing, the dispiriting,jazz affirmed the fresh, the human,the hopeful and it cameto represent humanity at its best.
John Edward Hasse.Jazz, The First Century.
8/7/2019 Brandjam Humanizing Brand1
9/85
Design is to branding whatJazz is to music
1) Humanizes brands.
2) Stimulates our senses and feelings.
3) Celebrates the power of collaborationand improvisation.
8/7/2019 Brandjam Humanizing Brand1
10/85
[Scientists] are starting to discover simple rules thatallow swarms to work so well. Those rules allowthousands of relatively simple animals to form a collectivebrain able to make decisions and move like a singleorganism.
-New York Times, November 13, 2007
8/7/2019 Brandjam Humanizing Brand1
11/85
This is a far cry from the marketing of last centurythat celebrated factories, rationality & homogeneity.
A) You can have my cars in any color as long as itis black
Henry Ford.
B) Lets see the world as a single marketplaceentity
Theodore Levitt, Harvard.
C) Modernism means the absence ofsentimentality and the absence of nostalgia
Paul Rand, Yale.
8/7/2019 Brandjam Humanizing Brand1
12/85
The industrial economy.
People were perceived as subservient
consumers that could be easily
manipulated by advertising.
It was called the age of
Mass Marketing.
8/7/2019 Brandjam Humanizing Brand1
13/85
The legacy of the industrial age: A world of sameness. Products madebased on the capabilities of factories, not peoples choices.
8/7/2019 Brandjam Humanizing Brand1
14/85
We were canned!
8/7/2019 Brandjam Humanizing Brand1
15/85
Design then was artistic.In the businessworld it had a functionalrole: to facilitate production.It was not a brand building
tool.
8/7/2019 Brandjam Humanizing Brand1
16/85
The industrial age ideaof marketing to the masseswas to regulate ourconsumption habitsto fit their productionmodel.
The consumers wereleft out of the game.
8/7/2019 Brandjam Humanizing Brand1
17/85
The Wrath.And the birth of the emotional economy.
8/7/2019 Brandjam Humanizing Brand1
18/85
An emerging voice.
All the conditions of modern life - Its materialplenitude, its sheer crowdedness - conjoin to dull oursensory faculties.
What is important now is to recover our senses. Wemust learn to see more, hear more, feel more.
Susan Sontag.
8/7/2019 Brandjam Humanizing Brand1
19/85
The emotional economy.
People are becoming the
inspiration, the partners and
the force behind the success of
brands.
It is called the age of
Consumer Democracy
8/7/2019 Brandjam Humanizing Brand1
20/85
From homogeneity to diversity.
8/7/2019 Brandjam Humanizing Brand1
21/85
Celebrating the individual and its imagination.
8/7/2019 Brandjam Humanizing Brand1
22/85
Welcome to the age of emotional experiences.
8/7/2019 Brandjam Humanizing Brand1
23/85
Consumers did not wait for brands.
8/7/2019 Brandjam Humanizing Brand1
24/85
Reflecting trends in music were an indication of the shift towardsself-expression and individuality.
Culture was ahead of brands.
8/7/2019 Brandjam Humanizing Brand1
25/85
When brands were sleeping,the film industry was talking.
Don Murphy, one of the producers ofTransformers, used his personal website(donmurphy.net) to engage in a rollingconversation about the movie with the fans. It
had some influence over changes in the scriptand casting!
New York Times
July 9, 2007
8/7/2019 Brandjam Humanizing Brand1
26/85
While brands were sleeping,
the shoppers in chiefwere shopping
somewhere else!
75% of all buyingis influenced by women.
8/7/2019 Brandjam Humanizing Brand1
27/85
It is time to brandjam!
A) Reach peoples imaginations.B) Understand emotional and sensory experiences.C) Re-invent a culture of innovation.
8/7/2019 Brandjam Humanizing Brand1
28/85
In this post-modern consumer democracy, youcant operate in a vacuum. Brands need to showtheir emotional side.
8/7/2019 Brandjam Humanizing Brand1
29/85
FreedomCitizen Status Harmony Trust
I am
I believe
Expressing your emotional side.
8/7/2019 Brandjam Humanizing Brand1
30/85
Trend analysis& forecast Focus groups
Mar ket evaluation
Scientific surveys
Audits
Brand valuation
Brand validation
Brand strategy Life transforming ideas
Sensory explorations
Emotional aspir ations
Subconsciousdesires
Gut instinct
BUSINESSW
ORLD
Design stimuli
LOGIC EMOTION
PEOPLESW
ORLD
Is the corporate world ready?
8/7/2019 Brandjam Humanizing Brand1
31/85
Create a collective brain able to make innovative decisions.
8/7/2019 Brandjam Humanizing Brand1
32/85
Brandjam
Start from scratch:Create a Brandjam center.
Keep close to the creative process.Take the work outside the boardroom.Have a forum to push the most outrageous ideas.
8/7/2019 Brandjam Humanizing Brand1
33/85
Understand the hidden.
8/7/2019 Brandjam Humanizing Brand1
34/85
Understand the hidden.
8/7/2019 Brandjam Humanizing Brand1
35/85
Talk to Brick
Louis KahnI asked the brick what
it wanted to be,
and it said an arch
Frank GehryHow do you humanize
a building in expressing
feelings that make youdrop to your knees
8/7/2019 Brandjam Humanizing Brand1
36/85
8/7/2019 Brandjam Humanizing Brand1
37/85
Stimulate the imagination.
8/7/2019 Brandjam Humanizing Brand1
38/85
The main hurdle to branding innovation is all those ideas people
cant see, concepts that are not fully realized to be truly appreciated,
research that informs on the wrong emotions and creates resistance to
change.
Veronique Gabai
SVP, Designer fragrances, Estee Lauder.
Make people cry.
8/7/2019 Brandjam Humanizing Brand1
39/85
8/7/2019 Brandjam Humanizing Brand1
40/85
OUR PROCESS
Brandjam centers.
You cant live too farfrom the creative force.
8/7/2019 Brandjam Humanizing Brand1
41/85
Brandjam
Start from scratch:
Head.Heart.Gut.Discover the emotional power of your brand.
8/7/2019 Brandjam Humanizing Brand1
42/85
Humanizing brands.
GUT: The desire
I want to be stimulated by this brand
HEART: The relationship
I have a relationship with this brand
HEAD: The logic
I trust and believe in this brand
Head Heart Gut
8/7/2019 Brandjam Humanizing Brand1
43/85
The psychological portrait of the Aeron Chair.By Marc Gobe.
8/7/2019 Brandjam Humanizing Brand1
44/85
The press: This is a cult chair, and an Im-so-cool Icon.
Herman Miller: We have a problem-solving approach to design.
The press: This is not an office chair, but an object of desire.
Herman Miller: We are pioneers, we lead in ergonomic design.The Aeron is an icon recognized everywhere.
The press: It is about conviction and comfort but also cachet.
It is a smart and hip product.
Herman Miller: We are about humane ergonomic design,superior performance and environmental responsibility(Brochure: Aeron chair showed in a conference room setting).
The press: The Aeron is about aesthetic drama. It has inspired poetryand a person even mounted an Aeron on his canoe.
Herman Miller: We are helping people work.
8/7/2019 Brandjam Humanizing Brand1
45/85
Below the line:
HEART&GUT
Above the line:HEAD:
Experience Emotion
$2
$4$1
8/7/2019 Brandjam Humanizing Brand1
46/85
Understand the emotion.
Head Gut
8/7/2019 Brandjam Humanizing Brand1
47/85
Brandjam
Start from scratch:Plunge!
Go to where others dont go.Imagine what others have not.Feel uncomfortable, then listen to your gut.
8/7/2019 Brandjam Humanizing Brand1
48/85
It is only with the heart thatone can see rightly;
what is essentialis invisible to the eye.
The Little Prince. Antoine de Saint Exupery
8/7/2019 Brandjam Humanizing Brand1
49/85
Cracking the emotional code.
8/7/2019 Brandjam Humanizing Brand1
50/85
Dirt is good!
8/7/2019 Brandjam Humanizing Brand1
51/85
What is the meaning of dirt? Unilever detergent category.
8/7/2019 Brandjam Humanizing Brand1
52/85
How do you feel if your
child comes home dirty?
Is dirt bad?
8/7/2019 Brandjam Humanizing Brand1
53/85
8/7/2019 Brandjam Humanizing Brand1
54/85
8/7/2019 Brandjam Humanizing Brand1
55/85
8/7/2019 Brandjam Humanizing Brand1
56/85
8/7/2019 Brandjam Humanizing Brand1
57/85
8/7/2019 Brandjam Humanizing Brand1
58/85
8/7/2019 Brandjam Humanizing Brand1
59/85
Getting dirty through constructiveplay is how children learn and expresstheir creativity.
-Michael Grose, Parenting expert
8/7/2019 Brandjam Humanizing Brand1
60/85
8/7/2019 Brandjam Humanizing Brand1
61/85
Consumers are demanding more and more
from the companies behind the brands,increasingly bringing their views as citizensinto their buying decisions. They want brandsthey can trust.
Niall FitzGerald, Unilevers Chairman
8/7/2019 Brandjam Humanizing Brand1
62/85
Toyota outsold Ford for the first time last
month to grab the No. 2 Spot in the U.S.
Market for the first time, amid demand for
fuel efficient vehicles.
BMW pursues the Idea Class. The luxury
car maker shifts to woo buyers who rank
artistic values over horsepower.
The Wall Street Journal,
Wednesday, August 2, 2006.
8/7/2019 Brandjam Humanizing Brand1
63/85
Thoughtful design can have a real impact on peoples lives. Drug
companies spend billions on advertising, but that doesnt alwaystranslate into a patients individual experience.
Deborah Adler, Graphic Designer.
Saving a grandparents life.
8/7/2019 Brandjam Humanizing Brand1
64/85
A packaging as clean as water.
8/7/2019 Brandjam Humanizing Brand1
65/85
8/7/2019 Brandjam Humanizing Brand1
66/85
Brandjam
Start from scratch:Dare.Design!
Bring your power of imagination to life through design.
8/7/2019 Brandjam Humanizing Brand1
67/85
Transform the future.
8/7/2019 Brandjam Humanizing Brand1
68/85
8/7/2019 Brandjam Humanizing Brand1
69/85
8/7/2019 Brandjam Humanizing Brand1
70/85
8/7/2019 Brandjam Humanizing Brand1
71/85
8/7/2019 Brandjam Humanizing Brand1
72/85
The industrial age (controlling the dialogue).
8/7/2019 Brandjam Humanizing Brand1
73/85
Martin Luther King Day - January 16, 2006
Independence Day - July 4, 2005
Vincent van Gogh's Birthday - March 30, 2005
St. Patrick's Day - March 17, 2005 100th Anniversary of Flight - December 17, 2003
Mother's Day - May 14, 2006
The emotional age (opening up the dialogue).
8/7/2019 Brandjam Humanizing Brand1
74/85
ABC MTV BBC
CBS NBC ESPN
FOX CNN A&E
CMT DSC DIY
HBO NICK USA
WGN TLC QVC
8/7/2019 Brandjam Humanizing Brand1
75/85
E! Current TV Bebo
Style Joost Brightcove
Sprout Kazaa MySpace
YouTube Skype Moxi
Yahoo Fancast Lime
8/7/2019 Brandjam Humanizing Brand1
76/85
Dare.Design.
8/7/2019 Brandjam Humanizing Brand1
77/85
8/7/2019 Brandjam Humanizing Brand1
78/85
Understanding the emotions adesign elicits.
Emotional branding.Look at your iconography in a different way.
8/7/2019 Brandjam Humanizing Brand1
79/85
Humanizing the no. 1 brand in the world.
8/7/2019 Brandjam Humanizing Brand1
80/85
8/7/2019 Brandjam Humanizing Brand1
81/85
8/7/2019 Brandjam Humanizing Brand1
82/85
8/7/2019 Brandjam Humanizing Brand1
83/85
8/7/2019 Brandjam Humanizing Brand1
84/85
Start from scratch:Do one thing everyday that scares you.
Eleanor Roosevelt.
8/7/2019 Brandjam Humanizing Brand1
85/85
Thank you!
A think tank. Motivational workshops. Design insight.
Emotionalbranding.com