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A heads up for my student talk putting design into context in the larger branding mix, and helping them understand the difference(s) between the two...
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BR A ND on ‘branding’
Design vs brandingStoriesTrust and promises
Today’s chat
identity
stories
Today’s chat
branddesign
Brandingis not
Brandingis notdesign
Brandingis notdesign
only
branding’
branding’andand
andand see
hear
feel
touch
taste
smell
believe
product design
language
shops
interiors
music jingles
that new car smellPR
graphic design
architectureadvertising
behaviour
behaviourword-of-mouth
real performance
emotion
C O M PA N Y
I D E N T I T Y
PA C K A G I N G
P R O M O T I O N S
A N N U A L
R E P O R T S
P R O D U C T
D E S I G N
P U B L I C
R E L AT I O N S
R E S E A R C H
P U B L I C AT I O N S
A D V E R T I S I N G
W E B
D E S I G N
B R A N D
ST R AT E GY
N A M I N G
E V E N T S
E X H I B I T S
C R E AT I V E
S E R V I C E S
S U P P L I E R S
D I R E C T
R E S P O N S E
P O P
D I S P L A Y S
The ONE-STOP SHOP
contains the resourcesto develop andsteward the brand.
NEUTRONLLC.COM
Easy to managePromise of consistencyLittle ownership of brandLittle choice of teams
I D E N T I T Y
PA C K A G I N G
P R O M O T I O N S
A N N U A L
R E P O R T S
P R O D U C T
D E S I G N
P U B L I C
R E L AT I O N S
R E S E A R C H
P U B L I C AT I O N S
A D V E R T I S I N G
W E B
D E S I G N
B R A N DS T R AT E G Y
N A M I N G
E V E N T S
E X H I B I T S
C R E AT I V E
S E R V I C E S
S U P P L I E R S
D I R E C TR E S P O N S E
P O P
D I S P L A Y S
B R A N D A G E N C Y
The BRAND AGENCY
hires best-of-breedfirms to help developand steward the brand.
C O M PA N Y
NEUTRONLLC.COM
Choice of teams Promise of consistencyLittle ownership of brand
The INTEGRATED MARKETING TEAM
is managed internally with opencollaboration amongbest-of-breed specialists.
I D E N T I T Y
PA C K A G I N G
P R O M O T I O N S
A N N U A L
R E P O R T S
P R O D U C T
D E S I G N
P U B L I C
R E L AT I O N S
R E S E A R C H
P U B L I C AT I O N S
A D V E R T I S I N G
W E B
D E S I G N
B R A N DS T R AT E G Y
N A M I N G
E V E N T S
E X H I B I T S
C R E AT I V E
S E R V I C E S
S U P P L I E R S
D I R E C T
R E S P O N S E
P O P
D I S P L A Y S
C O M PA N Y
NEUTRONLLC.COM
Choice of teams Promise of consistency Ownership of brand
Difficult to manage
IN REALITY, COLLABORATIVENETWORKS AREN’T THAT SIMPLE.
NEUTRONLLC.COM
collaborative networks, per project
What is branding?
Word-of-mouth & social networking
Audi’s new car smell
Intel’s sonic signature/sound
Singapore Airlines’ employee behaviour
Starbucks’ ‘home-from-home’ ambience
Japans’ Imperial Palace architecture in Tokyo
Kobe’s (& Nike’s) winning attitude
Oxo’s Good Grips performance
Sony’s brandline:make.believe
Madonna’s live music events
Metallica’s name, and signature
Coke’s Open Happiness promise and advertising
O2’s bubbles & blue grade
the thingit’s
BIGthe thingas a sum of all the little things
it’s
Design is branding
Design is branding
part of
Otherwise it’s a meaningless pursuit of style, what’s ‘fashionable’, over substance.
Design is branding
must be
Design endures.Campaigns come and go...
Own yourNiche
and NAIL IT!
Nailing the niche
Nailing the niche
A brand story of:ExpertiseRuthlessnessHope,GlamourDreams fulfilledThe underdog winningCash. Lots of it.
‘Branding’ isn’t about
anymore
but it used to be
(to denote ownership)but it used to be
signal brandsand remind us of them,when a broader experience is not available
logos
brandmarksas they are the mark of the brand they represent.
logos should actually be called
ON SUNDAYS THEY WORSHIP HARLEY,GOD OF THE OPEN ROAD.
NEUTRONLLC.COM
doesn’t represent the president (only), butchange we can believe in
Brandmarks signal bigger brand ideals
doesn’t sell motorcylces, butthe freedom of the open road
Brandmarks signal bigger brand ideals
search made simple
Brandmarks signal bigger brand ideals
everywhere
(to denote ownership)
Branding is not about sticking Brandmarks
That’s insulting, and patronizing, and consumers will kill you - you lose.
Branding is about much much more...
That’s insulting, and patronizing, and consumers will kill you - you lose.
a gut feelreputationBrands are
and
from beginning to end
a story well-told
Brands are
rememberrecognize(p)refer one over another
so that we
Gives deeper meaning to our everyday experiencesand the ability for us to define our own self-identity by virtue of the brands we choose to align ourselves (our own brands) with
A story well told - why?
“My favorite design is the Nike ‘tick’ because it makes me feel confident - even though I am not so good at sports.”
–Raoul, age 11
brand & design shape us
Brand affirmation
Brand affirmation
Brand failure
A story of adventure, nostalgia and travel:(and quality, glamour, taste....and fitting in)
are everything (almost)
reputation& expectation
Brand is
reputation& expectationmanaged &delivered
Good branding is
design!
design mattersas one part of the brand storyinfluence, shape perception, enhance experience
this is why
identity mattersphysical, residual, emotional, intellectual
that’s why
identity the enemy ofparity
that’s why
WE’RE HARDWIRED TO NOTICE ONLY WHAT’S DIFFERENT.
NEUTRONLLC.COM
differentiatedifferentiatedifferentiate
differentiateCritical point:
Identity the enemy of parity
Identity the enemy of parity
Identity the enemy of parity
Brand Truth
Eco friendly
Brand Truth
Brand Truth
Brand Challenge
Eco challenged
Eco challenge
Brand challenge
1 People have too many choices and too little time
2 Most offerings have similar quality and features
3 We tend to base our buying choices on trust
Why is branding so hot?
just happened
?Trust branding
brand is not what YOU say it is...but what THEY say it is.
- Marty Neumeier
a word-of-mouth world...
Because today we live in
- Gary Vaynerchuck
THERE ARE 1,349 CAMERAS ON THE MARKET.
HOW DO YOU DECIDE WHICH ONE TO BUY?
NEUTRONLLC.COMNEUTRONLLC.COM
Trust
Is this how you are seen to be(an unfocused brand)?
Critical question:
(but it is a small part of it)
(but it is a small part of it)
now it’s about claiming
hearts, minds & souls
(but it is a small part of it)
it’s also now about
promises made & kept
stand forideals
good brands
Brands need to stand for something
Never take human lifeAdhere to a strict moral code (Midwestern values) Commitment to operating within the law as an example to other heroes
Always deliverNever be late
Brands need to stand for something
Brand failure
what do you stand for
big question ?
WHEN IT SCARES THE HELL OUT OF EVERYBODY.
ANSWER: NEUTRONLLC.COM
?how do you stand out?
and
If youdo not differentiateyou’re dead
Critical point:
Branding is the BIG thingStorytellingDifferentiationTrust and transparencyPromises kept
In summary
How?How?How?How?How?How?
Vorsprung durch technik(lead through technology)
=
Vorsprung durch technik(lead through technology)
Driven personality
Personifiedas...
Architecture
Iconic lines
Product naming& language
Information design
Interior design
Flagship premium products
Photography
Iconic design detail
Distinct light clusters
Distinct light clusters
Service
Teamwork and racing
Innovation and surprise
Distinct graphic brandstyle
Distinct graphic brandstyleColour TypographyPhotography Layout gridInformation design
Distinct graphic brandstyle
Distinct graphic brandstyle
Distinct graphic brandstyle
An eye on the past, and future
=
Vorsprung durch technik(lead through technology)
InnovationLeadershipDesignQualityDetailForward thinkingHeritageCare and responseInner strengthDriveIndividualityAmbitionAgainst the grain
Oh, and fine motoring experiences
Parity overcome:
From commodity to object of desire
Expressing the Brazilian way of life, through vibrant, laid back, colorful and bold characteristics.
Simple and sophisticated, for the poor and the rich, traditional and modern, fashionable and casual.
Brand essence:
a vibrant spirit based on simplicity, authenticity, play, enjoyment, and physical comfort.
Brazilian: free spirited, with a zest for life and an instinct for improbable combinations.
Colour for your feet
universally happy
potentialpassionpatiencepie
The beginning of your road
awakeaware
The beginning of your road
discussiontx
discussiontx
www.idholland.com www.dm-idholland.com
www.designroomsport.comwww.ideaforesight.com
http://idholland.tumblr.com/
References:Marty Neumeier, The Brand gapGary VaynerchuckIDEO.com