Brand Driven InnovationCase Studies

The Brand as relationship

The brand can best be defined as the relationship an organisation has with the outside world. It is the platform for the shared understanding between marketing and innovation, and between organisation and user

Case Study 1 – Innocent

The idea was to make it easy for people to do themselves some good. We wanted people to think of Innocent drinks as their healthy habit

Richard ReedInnocent

a rich cocktail of health, ethic and humour

Innocents ethics policy touches everything they do. Its built on 5 essential things: natural ingredients, responsible ingredients, sustainable packaging, resource efficiency and profit sharing. The personality is humorous, light-hearted and personal. The brand connects what the company believes in and what the user values – making healthy food accessible.

touchpoints from delivery vans, seasonal xmas packaging and an enviable workplacefor staff all make a strong relationship beween brand, user and the internal organisation.

product extensions all fit with the brand ethics and personality –fun health and integrity

advertising talks to the user in a friendly language

Innovation as a source of growth

Innovation has become the most important source of competitive advantage in advanced economies. In the end, the purpose of innovation is to increase long-term turnover and profit. It fulfills unmet user needs, differentiates from competition.

Innovation starts with looking for opportunities to create value.

Case Study 2 – Icebreaker

The plan was simple: lets be what others weren’t. They were synthetic, we were natural. They were about hard adventure, we were about kinship with nature.They were about function only, we were about creativity and design

Jeremy MoonFounder, CEO

an active clothing brand manufac-turing garments made from 100% quality marino wool from NZ

The Icebreaker brand is captured and communicated in the company’s philosophy: creating new relationships between people, people and nature and between Merino wool and the human body. The ethos is about the human relationship to nature and to each other.

touchpoints all stem from the brand vision design is central in Icebreakers branding. garments are tagged with a ‘baacode’ tracing the wool back through its natural supply chain

staff at icebreaker live and breathe the brand: they are outdoor enthusiasts themselves, enabling them to test their own products first hand.

advertising and packaging emphasises the difference between icebreaker’s raw material and that of their competitors. It seeks to highlight the natural base of their working materials.

Revitalising a brand to keep it relevant

The process begins with analysing brand heritage, and visual assets and demonstrating how leadership brands use design and visual identity to achieve a competitive advantage. Keeping a brand relevant to users is key to success

Case Study 3 – Coca Cola

Cokes identity had become cluttered, uninspiring and static. It needed to be more dynamic and constantly relevant to culture. It needed to evoke memorable and meaningful consumer connections.

Coke brings joy. Its happiness in a bottle. Its the best known product and brand in the history of the world

the new visual identity was rolled out across various touchpoints.

The design goal was to make Coke feel happy, fresh and honest again. Campaigns to make a personal connection with consumers of all ages were launched, making the brand relevant to a new generation and reconnecting with people who grew up with the brand.

the goal was to drive compelling, cohesive 360 brand experiences.

touchpoints made the campaigns easy to connect with and encouraged consumer involvement with the brand on a massive scale

Creating a Dialogue through a communications system

Connecting with a diverse audience requires a cohesive and visionary design application. The system must be organized and flexible working across digital, print and environmental applications.

Case Study 4 – MoMA

Central to its mission is the encouragement of an ever-deep understanding and enjoyment of modern art. While the MoMA logo is iconic, it is no longer enough to continually carry the spirit of the institution

Pauler ScherPentagram

The Museum of Modern Art seeks to create dialogue between the established and the experimental, the past and present.

The new identity establishes a system for the consistent treatment of images and type The program has

a built-in flexibility that will allow for future expansion and a variety of forms.

The goal was to create an attitude that modenised the institution

When seen in multiples, as in a series of posters or banners installed on the street, the design creates dynamic patterns

Installation in the Fifth Avenue and 53rd Street subway station. The new integrated design and marketing system underscores MoMAS leadership role in the field of design.

The bold palette and the dramatic cropping of images exemplifies the spirit of this iconic institution

The bold and dramatic communication system works well on the web, its easy to use, meets visitors expectations and communicates visually

MoMA Audio is a sensory touchpoint that connects to the audience through sound. Available at the museum and online free of charrge, MoMA Audio includes special exhibitions, Collection, Kids and Visual descriptions. It is available in 8 different languages

Using the sensory element of sound as a touchpoint MoMA connects with audiences at every level

Modern Voices and Temporary Exhibitions are designed for the general public; Modern Kids is for children 5-10 and their companions; and Visual Descriptions is designed for visitors who are visually impaired or seeking a more in-depth looking experience.

Features include:access to 32,000 works of art and a dictionary of art terms and a database of artist bios

As a useful companion for visits to the Museum, the MoMA App offers users a chance to snap photos inside the Museum and send them as postcards, and allows visitors to select tracks from their own music libraries to listen to while touring the Museum.

MoMA offers interactive options including free museum-wide wifi access, the MoMA Channel on iTunes [including tours, podcasts, videos, e-books and more], and the interactive kiosks positioned throughout the Museum. There is also a blog INSIDE/OUT, the MoMA Facebook page and MoMA on Twitter.

Conclusion

Local, and global, public and private, these highly successful projects created by branding firms and design consultancies inspire and exemplify original, flexible lasting solutions to identified need states

Extraordinary work is done for extraordinary clients.

Milton GlaserDesigner

Thank you!Prepared by Lisa Molloy 2013

Excerpts taken from:

Brand Driven StrategyErik Roscam Abbing

Emotional BrandingMarc Gobé

Designing Brand IdentityAlina Wheeler