Brand Manual / Branding ABC 2017
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Transcript of Brand Manual / Branding ABC 2017
WE MAKE THEM TALK ABOUT YOU
Branding ABC August 24, 2017 @ Design Bulldoser
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92% of customers trusts peer recommendations.
Nielsen Research
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90% of US companies regards customer experience as important or vitally important.
Forrester Research
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85% of CEOs agree that traditional means of distinction do not cater for long term development.
71% believe customer experience is the next frontier.
Shaw & Ivens
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24 different flavor jams 60% of customers tried
Tesco consumer test
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6 different flavor jams 40% of customers tried
Tesco consumer test
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24 different flavor jams 60% of customers tried
Tesco consumer test
6 different flavor jams 40% of customers tried
3%
BOUGHT 30% BOUGHT
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Extra features and choices don’t make the product better. They just diffuse focus.
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Brand helps customer to choose a product. But what is it then?
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A brand is not a product or service (what people pay for)
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A brand is not a trade mark (these are legal properties)
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A brand is not a mission statement (this is a reminder)
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A brand is not a logo or slogan (these are your signatures)
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A brand is not advertising (only delivers your messages)
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Your brand is someone else’s perception of your product, service, experience or company.
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Brand is what you leave behind after leaving the room
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All companies think about customers when they make their business plans
viablefeasible
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viablefeasible
desirable
Rational thinkingis not enought
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€ 42,275.-
3.0L 6cyl
6 automatic
Rear-wheel drive
0-100 km/h 7,2 sec
4-door sedan
€ 42,036.-
3.2L 6cyl CVT
6 automatic
Front-wheel drive
0-100 km/h 6,9 sec
4-door sedan
€ 45,198.-
3.5L 6cyl
7 automatic
Rear-wheel drive
0-100 km/h 7,4 sec
4-door sedan
€ 42,347.-
3.5L 6cyl
6 automatic
Rear-wheel drive
0-100 km/h 7,3 sec
4-door sedan
€ 41,970.-
2.8L V6
6 automatic
All-wheel drive
0-100 km/h 6,6 sec
4-door sedan
Choose yourself a company car
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€ 42,275.-
3.0L 6cyl
6 automatic
Rear-wheel drive
0-100 km/h 7,2 sec
4-door sedan
€ 42,036.-
3.2L 6cyl CVT
6 automatic
Front-wheel drive
0-100 km/h 6,9 sec
4-door sedan
€ 45,198.-
3.5L 6cyl
7 automatic
Rear-wheel drive
0-100 km/h 7,4 sec
4-door sedan
€ 42,347.-
3.5L 6cyl
6 automatic
Rear-wheel drive
0-100 km/h 7,3 sec
4-door sedan
€ 41,970.-
2.8L V6
6 automatic
All-wheel drive
0-100 km/h 6,6 sec
4-door sedan
Choose yourself a company car
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If you love something, you’ll forgive it’s shortcomings
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You can’t tell your clients & customers what your brand is.
They will tell you, based on their experience and perception.
BRANDidea +
positioning
Legal protectionBrand platform
Brand architecture
Visual communication
MarketingPR
ProductQuality management
Patents
PackageRetail environment
Experience
PartnersSuppliersLogistics
TeamCulture
CompetenceAttitude
© brand manual 2014
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It’s not a lack of information, but a lack of interest.
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We are protecting ourselves from information overload
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HE DECIDES WHAT TO EAT
HE BUYS THE
INGREDIENTS
SHECOOKS
SHE DECIDES HOW TO COOK
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• Born in 1948 • Male • Grew up in England • Married 2nd time • Successful in business • Wealthy • Spends winter holidays in the Alps • Likes dogs
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We get their attention when we do something that matters to them (not just us)
thebrandmanual.com Andreas Gursky / ’99 Cent
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The difference between you and customer is that you have way more information than she needs to know.
All she needs is a fix to her problem.
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All that you know
All that he wants to know
CustomerSpecialist
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Customer comes in
Sees what she needs
Chooses
Pays
Leaves
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Packaged meatsCheese, eggs & milk
My favourite beer is warm
Where have they hidden the toothpaste?Long line at the cashierF**k – forgot the butter - run backCashierWhat do you mean my card doesn’t go?
Pack into new bagsNeed one more bag – but I have no cash
Out of the supermarket – it’s pouring!Get to the car – all wetWhy did I take paper bags?Everything into the carI’ll just leave the trolley, too much rain
Drive home
How do I get the stuff into the house?
Finally got everything in and unpackedNow, what’s for dinner?
Fresh meat and fish
No lettuce – I have to change the menuFruit aisle - the bananas are rotten
Damn, the wheel is looseGet a shopping trolleyWhat an interesting choice of music
Why can’t anyone put their trolley away?
Parking lot is full, why?Lousy weather – how can I park close?Get to car, drive to supermarket
Do I take my own bags? How many?
What else – call wifeLonger shopping list (via cook books)
Shopping list – what do I need?
Realisation – fridge is empty
SUPER MARKET
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Pack
aged
mea
tsCh
eese
, egg
s &
milk
My
favo
urite
bee
r is
warm
Whe
re h
ave
they
hid
den
the
toot
hpas
te?
Long
line
at
the
cash
ier
F**k
– fo
rgot
the
but
ter
- ru
n ba
ckCa
shie
rW
hat
do y
ou m
ean
my
card
doe
sn’t
go?
Pack
into
new
bag
sNe
ed o
ne m
ore
bag
– bu
t I h
ave
no c
ash
Out
of t
he s
uper
mar
ket
– it’
s po
urin
g!Ge
t to
the
car
– a
ll we
tW
hy d
id I
take
pap
er b
ags?
Ever
ythi
ng in
to t
he c
arI’l
l jus
t le
ave
the
trol
ley,
too
muc
h ra
in
Driv
e ho
me
How
do I
get
the
stuf
f int
o th
e ho
use?
Fina
lly g
ot e
very
thin
g in
and
unp
acke
dNo
w, w
hat’s
for
dinn
er?
Fres
h m
eat
and
fish
No le
ttuc
e –
I hav
e to
cha
nge
the
men
uFr
uit
aisl
e -
the
bana
nas
are
rott
en
Dam
n, t
he w
heel
is lo
ose
Get
a sh
oppi
ng t
rolle
yW
hat
an in
tere
stin
g ch
oice
of m
usic
Why
can
’t an
yone
put
the
ir tr
olle
y aw
ay?
Park
ing
lot
is fu
ll, w
hy?
Lous
y we
athe
r –
how
can
I par
k cl
ose?
Get
to c
ar, d
rive
to s
uper
mar
ket
Do
I tak
e m
y ow
n ba
gs?
How
man
y?
Wha
t el
se –
cal
l wife
Long
er s
hopp
ing
list
(via
coo
k bo
oks)
Shop
ping
list
– w
hat
do I
need
?
Real
isatio
n –
frid
ge is
em
pty
SUPER MARKET
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Harbour captain’s point of view
Marina Restaurant ConcertSlipway
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For any product and service, there is a “customer journey” that begins a long time before purchase and ends a long time after purchase.
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Harbour is not the destination, after all
MUSEUM
MUSEUM
ART CENTRE
20 MIN
PORT
OLD TOWN
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Kliendi vajadus
PURCHASE SOLUTION
From a customer’s perspective, a purchase is an obstacle
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Quantitive research tries to predict the future using data from the past
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valuable info majority
Branding looks for qualitative data
valuable info
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RIGHTWRONG
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Three conversations will reveal 80% of errors.First will point ou 50%, second 25%, third another 5%.
Digging for the remaining 20% would require 97 more conversations.
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If you are not searching for something you can find anything
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thebrandmanual.com ©PALMU
thebrandmanual.com ©PALMU
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What causes the failure of change initiatives?
7%
10%
16%
25%
28%Lack of clearly defined milestones to measure success
Lack of commitment by senior management
Poor communication
Employee resistance
Insufficient funding
Source: Leaders of change: Companies prepare for a stronger future. Economist Intelligence Unit, Celerant Consulting
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“Our mission is to maximise shareholder value”
Any company
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“Our mission is to become the international leader in the space industry through maximum team-centered innovation and strategically targeted aerospace activities.”
Not the words of John F. Kennedy, 1961
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“Our mission is to put a man on the Moon by the end of the decade.”
John F. Kennedy, 1961
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Mr. President, I’m helping to put a man on the moon!
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Brand is a promise your company’s representative makes to a customer
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A promise that is conveyed by everything people see, hear, touch, taste or smell about your business.
BRANDidea +
positioning
Legal protectionBrand platform
Brand architecture
Visual communication
MarketingPR
ProductQuality management
Patents
PackageRetail environment
Experience
PartnersSuppliersLogistics
TeamCulture
CompetenceAttitude
© brand manual 2014
thebrandmanual.com © brand manual 2014
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Coreidea
Communication Package / web
Organisation Sales
Partners
Product Identity / story
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Only 5% of employees understand their company's strategy.
Robert Kaplan and David Norton, the founders of the Balanced Scorecard
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If this company were a football team
Only 4 team members would know which one’s their goal
Only 2 players care Only 2 would know what’s their position and specific task
All but 2 players are fighting against their own team
Only 2 players listen to their coach
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Simon Sinek / TEDx 2009 / Click to view the full talk in Youtube
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Shared values help you build a lasting relationship with your customer
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NB!Values can’t be declarations. In order to give them meaning they have to be converted into real actions.
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Nike doesn’t do research. Nike employs fans that use their products.
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a) explain to everyone what it is you want to do
b) execute it c) build on it
crowd team
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distinctive
recognizable
consistent
eristuvus
äratuntavus
järjepidevus
routines
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eristuvus
äratuntavus
järjepidevustrademark
communication
routines
visual identity
logo
goal
Charlie
Appearance
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No symbol throughout history has ever had inherent meaning!
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You, your well-designed product or service will make the logo famous
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Would I be recognisable in 5 years? 10 years? What defines my visual identity? What bears this identity today?
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thebrandmanual.comApollo bookstore in 2009
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APOLLOR-KIOSK
I’m in a hurry
I’m polite& fast
I’ve got time to kill
I’m polite& helpful
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Tere tulemast!thebrandmanual.com
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2012 2013 2014 2015 2016
1 663 000 1 897 000 1 975 000 2 211 000 2 400 000
355000 850 000 1 300 000
Blender juicebar purchases
Apollo storepurchases
8000 43 000 60 000
Apollo cinemavisitors
Store purchases
Juice bar purchases
Cinema visitors
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PRESS
POSTER
POS
BAR FURNITURE
MERCHANDISE
BOTTLE
VOLUME PACKAGING
VEHICLES
IDENTITY
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