Ideo brand analysis

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Brand Analysis IDEO Integrated Brand Management Sancharee Saha 17 th January 2013

description

Analysing the brand if Ideo the renowned design agency that has immensely contributed to contemporary design.

Transcript of Ideo brand analysis

Page 1: Ideo brand analysis

Brand AnalysisIDEO

Integrated Brand Management

Sancharee Saha17th January 2013

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Who is IDEO

Brand Analysis Framework Initial and Revised

Consumer Cost Convenience Communication

Conclusion & Recommendations

Content

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Who is ?

22-year-old innovation and design consultancy formed by the joined forces of Bill Moggridge, Mike Nutall and David Kelly in 1991

Uses a human-centered, design-based approach to help organizations in the business, government, education, healthcare, and social sectors innovate and grow’ (IDEO, 2013).

Angela Wilkinson, Head of special projects at Shell“engineers feel the need to reject the emotional aspect

of creating products as for them, emotion implies losing control.

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Brand Analysis FrameworkA framework to understand the Internal view of IDEO’s external Business environment

4Cs of BrandingInspired by 4Ps of MarketingProductPricePlacePromotion

Perceived View

Portrayed View

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Human-centered design process

Brand positioning through empathy towards its consumers.

Awards in product design endorse their methods and also advertise their success

Attracts Design Students Entrepreneurs Industry Professionals Prospective employees Public

Consumers

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Cost Perceived Value

Celebrity Spokesperson Perceived Value Express their proposition

consistently.

Helps them to understand the customer purchase behaviour

Helps to make their products or services less substitutable

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Convenie

nce

11 locations all over the world

Expanding its services for better business also provides convenience to its existing and prospective customers.

Open new offices in hometowns of home-sick employees who want to stay with IDEO- High employee satisfaction

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Online Presence Twitter Facebook Youtube Vimeo Instagram

Brand Architecture OpenIDEO.com Tenfacesofinnovation.com Designthinkingforeducators.com Ideotoylab.com

Communication

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Openness about their method =

Confidence

Employees not paid well = Brand Image

IDEO is not perceived as a ‘brand’

Has presence in various countries.

Project managers from different

cultures need to keep the brand values

consistent.

Email and Twitter contact with IDEO

Conclusion and Recommendations

Who is really in charge?

Although from the outside some brands may look as though they are conquering the world , all brands are always insecure

-Wally Olins

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Bibliography Brown, T (2009) Change by Design. New York : HarperCollins

BROWN, T (2008) Design Thinking. Harvard Business review (June) pp. 1-9

COOPER, R and PRESS, M (1995) Design Agenda. Chichester : Wiley

DUST, F (2008) London : a field guide for the curious. San Francisco : Chronicle Books

FREDMAN, C (2002) The IDEO Difference. Hemispheres (August) pp. 52-57

RAPIDBI (2007) Deep Dive brainstorming technique, an innovative process for organizational development [WWW] RAPIDBI. Available from: http://rapidbi.com/deepdivebrainstormingorganizationaldevelopment/ [Accessed 10/01/2013]

DAWSON, T (2013) The Drivers Of Brand Storytelling Strategy [WWW] Branding Strategy Insider. Available from: http://www.brandingstrategyinsider.com/brand-storytelling/ [Accessed 8/01/2013]

MCCLEAN, R (2012) The 4 C's versus the 4 P's of Marketing [WWW] Custom Fit Communications Group Inc. Available from: http://www.customfitonline.com/news/2012/10/19/4-cs-versus-the-4-ps-of-marketing/ [Accessed 9/01/2013]

BHASIN, H (2011) Alternate Marketing mix – Four C’s of Marketing [WWW] Marketing91.com. Available from: http://www.marketing91.com/alternate-marketing-mix-marketing/ [Accessed 9/01/2013]

VIRTUAL ADVISOR (2000) Designed Chaos - An interview with David Kelley, founder and CEO of IDEO [WWW] Virtual Advisor. Available from: http://www.va-interactive.com/inbusiness/editorial/bizdev/articles/ideo.html [Accessed 11/01.2013]

IDEO (2013) IDEO Fact Sheet [WWW] IDEO. Available from http://www.ideo.com/about/ [Accessed 8/1/2013]

KELLY, T (2001) The Art of Innovation. London : HarperCollinsBusiness

KELLY, T (2006) The Ten Faces of Innovation. London : Profile

LOCKWOOD, T (2010) Design Thinking. New York, NY : Allworth Press

LURY, G (2001) Brandwatching, Lifting the Lid on Branding. Ireland: Blackhall Publishing

MOZOTA, B (2003) Design Management. New York : Allworth

MYERSON, J (2004) Masters of Innovation. London: Laurence King Publishing Ltd.

OLINS, W (2003) On Brand. London : Thames & Hudson

RIEZEBOS, R (2003) Brand Management. Harlow : Financial Times Prentice Hall

ROCHA, M (2012) Brand Valuation, a versatile, strategic tool for business. Interbrand. pp. 2-7

VANAUKEN, B (2007) The Brand Audit [WWW] Brand Strategy Insider. Available from: www.brandingstrategyinsider.com/2007/12/the-brand-audit.html [Accessed 9/01/2013]

KELLEY, T (2013) How to design breakthrough inventions [WWW] CBS News. Available from: http://www.cbsnews.com/video/watch/?id=50138327n [Accessed 10/01/2013]

SHAUGHNESSY, A (2002) IDEO focused on the end-user. Printed Circuit Design, 19(3), pp. 50-51.

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Thank youQuestions?