Creating a Digital Universe for a Vibrant Brand | Morgenbooster #80
Transcript of Creating a Digital Universe for a Vibrant Brand | Morgenbooster #80
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DESIGNINLOVEWITHTECHNOLOGY
1508™
MORGENBOOSTER #80 - OCTOBER '17
CREATING A DIGITAL UNIVERSE FOR A VIBRANT BRAND
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CHALLENGE
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INNOVATION MARKETING
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INTERNAL
EXTERNAL
BRAND
Brand Driven Innovation (2010)
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1508™ MORGENBOOSTER #80 - OCTOBER '17
FINANCE
BRANDSTRATEGY
HR
SALES & DISTRIBUTION
MARKETING/COMMUNICATION
OPERATIONS
CSR
R&D
EXPERIENCEBUSINESSSTRATEGY
Better Brand Better Business, DDC 2017 - Louise Beveridge & Bertrand Chovet (adjusted model)
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1508™ MORGENBOOSTER #80 - OCTOBER '17
BRANDSTRATEGY
EXPERIENCE
FINANCE
HR
SALES & DISTRIBUTION
MARKETING/COMMUNICATION
OPERATIONS
CSR
R&D
BUSINESSSTRATEGY
Better Brand Better Business, DDC 2017 - Louise Beveridge & Bertrand Chovet (adjusted model)
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1508™
The real power in brand today lies in creating
dynamic, meaningful relationships that evolve over time
MORGENBOOSTER #80 - OCTOBER '17
IDEO (ideo.com/expertise/brand/)
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1508™
Better Brand Better Business, DDC 2017 - Louise Beveridge & Bertrand Chovet (adjusted model)
MORGENBOOSTER #80 - OCTOBER '17
VALUEIDENTITY EXPERIENCE PERSONAL+ + +
(differentiation) (business decision) (purpose & coherency) (personal partner)
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1508™
B2B & B2CH2H
MORGENBOOSTER #80 - OCTOBER '17
Better Brand Better Business, DDC 2017 - Louise Beveridge & Bertrand Chovet (adjusted model)
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1508™
A COHERENT BRAND
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1508™
How might we… …activate HAY’s brand digitally
and enrich the brand + buying experience across touchpoints?
MORGENBOOSTER #80 - OCTOBER '17
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1508™ MORGENBOOSTER #80 - OCTOBER '17
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A VIBRANT BRAND
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1508™
How might we……create a flexible digital design
for a vibrant brand that continues to evolve and inspire the customers?
MORGENBOOSTER #80 - OCTOBER '17
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1508™ MORGENBOOSTER #80 - OCTOBER '17
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A UNIQUE BRAND
MORGENBOOSTER #80 - OCTOBER '17
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1508™
How might we……create a website that invites you
“behind the scenes” and out into the World and allows for unique stories to be told?
MORGENBOOSTER #80 - OCTOBER '17
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1508™ MORGENBOOSTER #80 - OCTOBER '17
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APPROACH
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FIT EXPERIENCEPURPOSE
ACTIVATION
ENGAGEMENT
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1508™ MORGENBOOSTER #80 - OCTOBER '17
EXTERNAL
PURPOSE
QUADRANT MODEL (WOLFF OLINS)
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1508™
PRODUCT (PALISSADE)
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PRODUCT (PALISSADE) – VARIANTS
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PRODUCT (PALISSADE) – FAMILY
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PRODUCT (COPENHAGUE) – CONTEXT
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1508™
PRODUCT (COPENHAGUE) – INSTAGRAM
MORGENBOOSTER #80 - OCTOBER '17
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1508™
QUADRANT MODEL (WOLFF OLINS)
MORGENBOOSTER #80 - OCTOBER '17
INTERNAL
PURPOSE
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1508™
ROLF & METTE HAY
MORGENBOOSTER #80 - OCTOBER '17
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COLLABORATION
MORGENBOOSTER #80 - OCTOBER '17
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DESIGNERS - RONAN & ERWAN BOUROULLEC
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DESIGNERS - SCHOLTEN & BAIJINGS
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SKETCHES (PAPER PORCELAIN)
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PROTOTYPES (PAPER PORCELAIN)
MORGENBOOSTER #80 - OCTOBER '17
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1508™ MORGENBOOSTER #80 - OCTOBER '17
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1508™
SOLUTION
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1508™
BRAND VALUE PILLARS
MORGENBOOSTER #80 - OCTOBER '17
SPECIFIC VALUE PROPOSITION
SPECIFIC VALUE PROPOSITION
SPECIFIC VALUE PROPOSITION
SPECIFIC VALUE PROPOSITION
SPECIFIC VALUE PROPOSITION
SPECIFIC VALUE PROPOSITION
A1 A2 B1 B2 C1 C2
HIGH LEVEL VALUE PROPOSITION
HIGH LEVEL VALUE PROPOSITION
HIGH LEVEL VALUE PROPOSITION
A CB
PURPOSEPURPOSE
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1508™
BRAND VALUE PILLARS
MORGENBOOSTER #80 - OCTOBER '17
SPECIFIC VALUE PROPOSITION
SPECIFIC VALUE PROPOSITION
SPECIFIC VALUE PROPOSITION
SPECIFIC VALUE PROPOSITION
SPECIFIC VALUE PROPOSITION
SPECIFIC VALUE PROPOSITION
A1 A2 B1 B2 C1 C2
HIGH LEVEL VALUE PROPOSITION
HIGH LEVEL VALUE PROPOSITION
HIGH LEVEL VALUE PROPOSITION
A CB
PURPOSE
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1508™ MORGENBOOSTER #80 - OCTOBER '17
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1508™
Indholdsslide:Almindeligindholdssidemedpunktopstilling
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1508™
BRAND IMAGES
MORGENBOOSTER #80 - OCTOBER '17
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1508™
NEW BRAND IMAGES
MORGENBOOSTER #80 - OCTOBER '17
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1508™
DIVERSITY IN IMAGES
MORGENBOOSTER #80 - OCTOBER '17
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1508™ MORGENBOOSTER #80 - OCTOBER '17
DIFFERENT FORMATS
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1508™
FLEXIBLE DYNAMIC GRID
MORGENBOOSTER #80 - OCTOBER '17
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1508™
PLAYFUL LAYOUT
MORGENBOOSTER #80 - OCTOBER '17
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1508™ MORGENBOOSTER #80 - OCTOBER '17
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1508™
PLAYFUL GRID
MORGENBOOSTER #80 - OCTOBER '17
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1508™
PLAYFUL GRID
MORGENBOOSTER #80 - OCTOBER '17
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1508™
PLAYFUL GRID
MORGENBOOSTER #80 - OCTOBER '17
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1508™ MORGENBOOSTER #80 - OCTOBER '17
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1508™
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1508™ MORGENBOOSTER #80 - OCTOBER '17
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1508™ MORGENBOOSTER #80 - OCTOBER '17
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1508™ MORGENBOOSTER #80 - OCTOBER '17
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SUMMARY
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1508™
How might we… …activate HAY’s brand digitally
and enrich the brand + buying experience across touchpoints?
MORGENBOOSTER #80 - OCTOBER '17
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1508™ MORGENBOOSTER #80 - OCTOBER '17
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1508™ MORGENBOOSTER #80 - OCTOBER '17
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1508™
How might we……create a flexible digital design
for a vibrant brand that continues to evolve and inspire the customers?
MORGENBOOSTER #80 - OCTOBER '17
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1508™ MORGENBOOSTER #80 - OCTOBER '17
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1508™ MORGENBOOSTER #80 - OCTOBER '17
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1508™ MORGENBOOSTER #80 - OCTOBER '17
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1508™ MORGENBOOSTER #80 - OCTOBER '17
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1508™
How might we……create a website that invites you
“behind the scenes” and out into the World and allows for unique stories to be told?
MORGENBOOSTER #80 - OCTOBER '17
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1508™ MORGENBOOSTER #80 - OCTOBER '17
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1508™
THANKS!!
MORGENBOOSTER #80 - OCTOBER '17