Recap, branding and concept development

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Presentation MD 201 Strategic Design at Volda University College 11.10.2012

Transcript of Recap, branding and concept development

  • 1. Recap, branding and conceptdevelopmentVolda, 11. October 2012

2. http://grandburo.com/store/product.detail.php?pid=245 3. Strategic design ver 0.3Using design methods andmindset to structure andsolve problems in order toachieve strategic goals. 4. Segmentation tells the differencebetween peopleFrom: http://konterkariert.tumblr.com/post/175543630/freshenvy-the-next-epic-battle-lol-nach10/18/12 5 5. Segments vs. personasSegment Personas Group of people Typical representative of a Common motivators and segment relationship to a brand, idea, One, single, fictive person etc. Represented by name, age and Represented by common other personal details denominators (e.g. age, interests and attitude)10/18/12 MAKING WAVES 6 6. Strategic design this course 123 4What doWho doWhat will How willwe want to we want we do?we do it?achieve? to reach? Porters value Segmenting Concept Branding networks Defining targetdevelopment Identity and Ries call for groups and Creativity graphic design differentiationpersonas techniques (Service design Value Customer Prototypingmethodology) innovation journeys Testing 7. Analysis and design are separatephases Assignment/ Concept/ brief/ prototype/ Analysis Market and users Business opportunitiesSolution Communication and brand targets Technology 8. Beckman, Sara L.& Barry, Michael (2007): Innovation as a learning Process: Embedding Design Thinking10/18/129 SCREENPLAY 9. Beckman, Sara L.& Barry, Michael (2007): Innovation as a learning Process: Embedding Design Thinking10/18/12 10 SCREENPLAY 10. Branding and tips for conceptdevelopment10/18/12 MAKING WAVES 11 11. Brand definition 2:A brand is acollection ofperceptions inthe mind of theconsumer18-Oct-12 12 12. Brands can be managed10/18/12 MAKING WAVES 13 13. From Aaker , David A. & Joachimsthaler, Erich (2000): Brand Leadership: Building Assets In an Information Economy10/18/12 14 14. 2. Link to a compelling functional benefit1. Avoid a limited whenever possible 3. Ignorebrand perspectiveconstructs that are not helpful8. Elaborate the Creating Effectivebrand identity Brand Identity4. Generate deep Systems consumer insight7. Make the brandidentity drive the 5. Understandexecutioncompetitors 6. Allow multiple brand identities From Aaker , David A. & Joachimsthaler, Erich (2000): Brand Leadership: Building Assets In an Information Economy 10/18/12 MAKING WAVES 15 15. 2. Link to a compelling functional benefit1. Avoid a limited whenever possible 3. Ignorebrand perspectiveconstructs that are not helpful8. Elaborate the Creating Effectivebrand identity Brand Identity4. Generate deep Systems consumer insight7. Make the brandidentity drive the 5. Understandexecutioncompetitors 6. Allow multiple brand identities From Aaker , David A. & Joachimsthaler, Erich (2000): Brand Leadership: Building Assets In an Information Economy 10/18/12 MAKING WAVES 16 16. The devil is in the detailsWhat doesWhat does What doesthis smell this soundthis feellike?like? like? 17 17. Usage situations and desires SIDE 18 18. 10/18/12 MAKING WAVES 19 19. 10/18/12 MAKING WAVES 20 20. http://www.lofotprodukt.no/10/18/12 MAKING WAVES 21 21. http://www.lofotprodukt.no/10/18/12 MAKING WAVES 22 22. 2. Link to a compelling functional benefit1. Avoid a limited whenever possible 3. Ignorebrand perspectiveconstructs that are not helpful8. Elaborate the Creating Effectivebrand identity Brand Identity4. Generate deep Systems consumer insight7. Make the brandidentity drive the 5. Understandexecutioncompetitors 6. Allow multiple brand identities From Aaker , David A. & Joachimsthaler, Erich (2000): Brand Leadership: Building Assets In an Information Economy 10/18/12 MAKING WAVES 23 23. 10/18/12 MAKING WAVES 24 24. 10/18/12 MAKING WAVES 25 25. http://www.freitag.ch/10/18/12 26 MAKING WAVES 26. From:Porter, M. E. (1996): What is Strategy, in: Harvard Business Review, November-December 1996, pp.61-7810/18/12 MAKING WAVES27 27. 2. Link to a compelling functional benefit1. Avoid a limited whenever possible 3. Ignorebrand perspectiveconstructs that are not helpful8. Elaborate the Creating Effectivebrand identity Brand Identity4. Generate deep Systems consumer insight7. Make the brandidentity drive the 5. Understandexecutioncompetitors 6. Allow multiple brand identities From Aaker , David A. & Joachimsthaler, Erich (2000): Brand Leadership: Building Assets In an Information Economy 10/18/12 MAKING WAVES 28 28. 29 29. Brand models are (mostly)desired identitySource: Balmer, J. M. T and Greyser, S. A. (2002): Managing the multiple identities of the corporation, in: CaliforniaManagement Review, Vol. 44, No. 3, Spring, pp.72-8630 30. What is a relevant construct? Does it capture an element important to the brand and its ability to provide customer value or support customer relationships? Does it help differentiate the brand from its competition? Does it resonate with the customer? Does it energize employees? Is it believable? From Aaker , David A. & Joachimsthaler, Erich (2000): Brand Leadership: Building Assets In an Information Economy10/18/12 MAKING WAVES31 31. 10/18/12 MAKING WAVES 32 32. 18-Oct-12 33 18-Oct-12 33. http://nikeinc.com/pages/about-nike-inc10/18/12 MAKING WAVES34 34. 10/18/12 MAKING WAVES 35 35. http://www.brewdog.com/10/18/12 MAKING WAVES 36 36. 10/18/12 MAKING WAVES 37 37. 10/18/12 MAKING WAVES 38 38. 2. Link to a compelling functional benefit1. Avoid a limited whenever possible 3. Ignorebrand perspectiveconstructs that are not helpful8. Elaborate the Creating Effectivebrand identity Brand Identity4. Generate deep Systems consumer insight7. Make the brandidentity drive the 5. Understandexecutioncompetitors 6. Allow multiple brand identities From Aaker , David A. & Joachimsthaler, Erich (2000): Brand Leadership: Building Assets In an Information Economy 10/18/12 MAKING WAVES 39 39. If youre going to hunt wild pigs, the first thing youve got to do is learn how to be a pig. Youve got to think like they think, move like they move, and have thesame instincts for safety and danger. Hawaiian knife hunter via Jon Steel 40. A sudden glimpse ofthe bleeding obvious.Paul Bennett, IDEO10/18/12 MAKING WAVES41 41. Film: Road safety Its 30 for areason10/18/12 MAKING WAVES 42 42. Road safety:Driving a bit too fastdoesnt really matter.10/18/12 MAKING WAVES 43 43. 10/18/12 MAKING WAVES 44 44. 2. Link to a compelling functional benefit1. Avoid a limited whenever possible 3. Ignorebrand perspectiveconstructs that are not helpful8. Elaborate the Creating Effectivebrand identity Brand Identity4. Generate deep Systems consumer insight7. Make the brandidentity drive the 5. Understandexecutioncompetitors 6. Allow multiple brand identities From Aaker , David A. & Joachimsthaler, Erich (2000): Brand Leadership: Building Assets In an Information Economy 10/18/12 MAKING WAVES 45 45. 10/18/12 MAKING WAVES 46 46. GOOGLE SEARCH: CHOCOLATE PACKAGING10/18/12 MAKING WAVES 47 47. Freia sjokoladebutikkenhttp://diary.sdg.no/?p=95510/18/12 MAKING WAVES 48 48. More on: http://artistsinspireartists.com/graphic_design/20-awesome-chocolate-packaging-examples10/18/12 MAKING WAVES49 49. Positioning A products position is how potential buyers see the productExpensive Positioning is expressed relative to the position of competitorsSimple Advanced Cheap50 50. 2. Link to a compelling functional benefit1. Avoid a limited whenever possible 3. Ignorebrand perspectiveconstructs that are not helpful8. Elaborate the Creating Effectivebrand identity Brand Identity4. Generate deep Systems consumer insight7. Make the brandidentity drive the 5. Understandexecutioncompetitors 6. Allow multiple brand identities From Aaker , David A. & Joachimsthaler, Erich (2000): Brand Leadership: Building Assets In an Information Economy 10/18/12 MAKING WAVES 51 51. http://ikeahacker.blogspot.com10/18/12 52. Harry Potter Retailers The J.K.stock-piling Leaks of Rowling new plotsstoryThe storyHyped of the midnightcraze launchesThe Boarding books schoolThe films Culture ofheritage readingCast andReviewsAdults film newsandread as recommenwell as-dationskidsFrom: Grant , John: The brand innovation manifesto; John Wiley & Sons, Ltd, 2006 53. 2. Link to a compelling functional benefit1. Avoid a limited whenever possible 3. Ignorebrand perspectiveconstructs that are not helpful8. Elaborate the Creating Effectivebrand identity Brand Identity4. Generate deep Systems consumer insight7. Make the brandidentity drive the 5. Understandexecutioncompetitors 6. Allow multiple brand identities From Aaker , David A. & Joachimsthaler, Erich (2000): Brand Leadership: Building Assets In an Information Economy 10/18/12 MAKING WAVES 61 54. 10/18/12 MAKING WAVES 62 55. 10/18/12 MAKING WAVES 63 56. Coke Happiness factory 57. Coke Give a little love 58. 2. Link to a compellingfunctional benefit1. Avoid a limitedwhenever possible 3. Ignorebrand perspective constructs that arenot helpful8. Elaborate theCreating Effectivebrand identityBrand Identity4. Generate deepSystems consumer insight7. Make the brandidentity drive the5. Understandexecution competitors6. Allow multiplebrand identitiesFrom Aaker , David A. & Joachimsthaler, Erich (2000): Brand Leadership: Building Assets In an Information Economy 10/18/12 MAKING WAVES66 59. 10/18/12 MAKING WAVES 67 60. 10/18/12 MAKING WAVES 68 61. Hate something 62. 2. Link to a compelling functional benefit1. Avoid a limited whenever possible 3. Ignorebrand perspectiveconstructs that are not helpful8. Elaborate the Creating Effectivebrand identity Brand Identity4. Generate deep Systems consumer insight7. Make the brandidentity drive the 5. Understandexecutioncompetitors 6. Allow multiple brand identities From Aaker , David A. & Joachimsthaler, Erich (2000): Brand Leadership: Building Assets In an Informati