Recap, branding and concept development
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This document discusses strategic design and concept development. It covers segmentation and defining target groups through personas. Analysis and design are presented as separate phases with analysis including understanding the market, opportunities, communication targets and technology. Concept development techniques like creativity methods, prototyping and testing are discussed. Tips for concept development include avoiding a limited brand perspective, linking to functional benefits, generating consumer insight, and making the brand identity drive execution. Branding is defined as perceptions in consumers' minds and brands can be managed through their identity systems.
Recap, branding and concept development
- 2. Recap, branding and concept development Volda, 11. October 2012
- 4. Strategic design – ver 0.3 Using design methods and mindset to structure and solve problems in order to achieve strategic goals.
- 5. Segmentation tells the difference between people From: http://konterkariert.tumblr.com/post/175543630/freshenvy-the-next-epic-battle-lol-nach 10/18/12 5
- 6. Segments vs. personas Segment 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
- 7. Strategic design – this course 1 2 3 4 What do Who do What will How will we want to we want we do? we do it? achieve? to reach? • Porter’s value • Segmenting • Concept • Branding networks • Defining target development • Identity and • Ries’ call for groups and • Creativity graphic design differentiation personas techniques • (Service design • Value • Customer • Prototyping methodology) innovation journeys • Testing
- 8. Analysis and design are separate phases Assignment/ Concept/ brief/… prototype/… Analysis • Market and users • Business opportunities Solution • Communication and brand targets • Technology • …
- 9. Beckman, Sara L.& Barry, Michael (2007): “Innovation as a learning Process: Embedding Design Thinking” 10/18/12 9 SCREENPLAY ©
- 10. Beckman, Sara L.& Barry, Michael (2007): “Innovation as a learning Process: Embedding Design Thinking” 10/18/12 10 SCREENPLAY ©
- 11. Branding and tips for concept development 10/18/12 © MAKING WAVES 11
- 12. Brand – definition 2: A brand is a collection of perceptions in the mind of the consumer 18-Oct-12 12
- 13. Brands can be managed 10/18/12 © MAKING WAVES 13
- 14. From Aaker , David A. & Joachimsthaler, Erich (2000): Brand Leadership: Building Assets In an Information Economy 10/18/12 14
- 15. 2. Link to a compelling functional benefit 1. Avoid a limited whenever possible 3. Ignore brand perspective constructs that are not helpful 8. Elaborate the Creating Effective brand identity Brand Identity 4. Generate deep Systems consumer insight 7. Make the brand identity drive the 5. Understand execution competitors 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
- 16. 2. Link to a compelling functional benefit 1. Avoid a limited whenever possible 3. Ignore brand perspective constructs that are not helpful 8. Elaborate the Creating Effective brand identity Brand Identity 4. Generate deep Systems consumer insight 7. Make the brand identity drive the 5. Understand execution competitors 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
- 17. The devil is in the details What does What does What does this smell this sound this feel like? like? like? 17
- 18. Usage situations and desires SIDE 18
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- 21. http://www.lofotprodukt.no/ 10/18/12 © MAKING WAVES 21
- 22. http://www.lofotprodukt.no/ 10/18/12 © MAKING WAVES 22
- 23. 2. Link to a compelling functional benefit 1. Avoid a limited whenever possible 3. Ignore brand perspective constructs that are not helpful 8. Elaborate the Creating Effective brand identity Brand Identity 4. Generate deep Systems consumer insight 7. Make the brand identity drive the 5. Understand execution competitors 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
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- 25. 10/18/12 © MAKING WAVES 25
- 26. http://www.freitag.ch/ 10/18/12 26 © MAKING WAVES
- 27. From:Porter, M. E. (1996): What is Strategy, in: Harvard Business Review, November-December 1996, pp.61-78 10/18/12 © MAKING WAVES 27
- 28. 2. Link to a compelling functional benefit 1. Avoid a limited whenever possible 3. Ignore brand perspective constructs that are not helpful 8. Elaborate the Creating Effective brand identity Brand Identity 4. Generate deep Systems consumer insight 7. Make the brand identity drive the 5. Understand execution competitors 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
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- 30. Brand models are (mostly) desired identity Source: Balmer, J. M. T and Greyser, S. A. (2002): Managing the multiple identities of the corporation, in: California Management Review, Vol. 44, No. 3, Spring, pp.72-86 30
- 31. 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 Economy 10/18/12 © MAKING WAVES 31
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- 33. 18-Oct-12 33 18-Oct-12
- 34. http://nikeinc.com/pages/about-nike-inc 10/18/12 © MAKING WAVES 34
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- 36. http://www.brewdog.com/ 10/18/12 © MAKING WAVES 36
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- 39. 2. Link to a compelling functional benefit 1. Avoid a limited whenever possible 3. Ignore brand perspective constructs that are not helpful 8. Elaborate the Creating Effective brand identity Brand Identity 4. Generate deep Systems consumer insight 7. Make the brand identity drive the 5. Understand execution competitors 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
- 40. “If you’re going to hunt wild pigs, the first thing you’ve got to do is learn how to be a pig. You’ve got to think like they think, move like they move, and have the same instincts for safety and danger. Hawaiian knife hunter via Jon Steel
- 41. A sudden glimpse of the bleeding obvious. Paul Bennett, IDEO 10/18/12 © MAKING WAVES 41
- 42. Film: Road safety – It’s 30 for a reason 10/18/12 MAKING WAVES 42
- 43. Road safety: Driving a bit too fast doesn’t really matter. 10/18/12 © MAKING WAVES 43
- 44. 10/18/12 © MAKING WAVES 44
- 45. 2. Link to a compelling functional benefit 1. Avoid a limited whenever possible 3. Ignore brand perspective constructs that are not helpful 8. Elaborate the Creating Effective brand identity Brand Identity 4. Generate deep Systems consumer insight 7. Make the brand identity drive the 5. Understand execution competitors 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
- 46. 10/18/12 © MAKING WAVES 46
- 47. GOOGLE SEARCH: CHOCOLATE PACKAGING 10/18/12 © MAKING WAVES 47
- 48. Freia – sjokoladebutikken http://diary.sdg.no/?p=955 10/18/12 © MAKING WAVES 48
- 49. More on: http://artistsinspireartists.com/graphic_design/20-awesome-chocolate-packaging-examples 10/18/12 © MAKING WAVES 49
- 50. Positioning • A product's position is how potential buyers see the product Expensive • Positioning is expressed relative to the position of competitors Simple Advanced Cheap 50
- 51. 2. Link to a compelling functional benefit 1. Avoid a limited whenever possible 3. Ignore brand perspective constructs that are not helpful 8. Elaborate the Creating Effective brand identity Brand Identity 4. Generate deep Systems consumer insight 7. Make the brand identity drive the 5. Understand execution competitors 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
- 60. Harry Potter Retailers The J.K. stock- piling Leaks of Rowling new plots story The story Hyped of the midnight craze launches The Boarding books school The films Culture of heritage reading Cast and Reviews Adults film news and read as recommen well as -dations kids From: Grant , John: The brand innovation manifesto; John Wiley & Sons, Ltd, 2006
- 61. 2. Link to a compelling functional benefit 1. Avoid a limited whenever possible 3. Ignore brand perspective constructs that are not helpful 8. Elaborate the Creating Effective brand identity Brand Identity 4. Generate deep Systems consumer insight 7. Make the brand identity drive the 5. Understand execution competitors 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
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- 64. Coke – Happiness factory
- 65. Coke – Give a little love
- 66. 2. Link to a compelling functional benefit 1. Avoid a limited whenever possible 3. Ignore brand perspective constructs that are not helpful 8. Elaborate the Creating Effective brand identity Brand Identity 4. Generate deep Systems consumer insight 7. Make the brand identity drive the 5. Understand execution competitors 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 66
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- 72. Hate something
- 74. 2. Link to a compelling functional benefit 1. Avoid a limited whenever possible 3. Ignore brand perspective constructs that are not helpful 8. Elaborate the Creating Effective brand identity Brand Identity 4. Generate deep Systems consumer insight 7. Make the brand identity drive the 5. Understand execution competitors 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 74
- 75. Made to stick • Simple — find the core of any idea • Unexpected — grab people's attention by surprising them • Concrete — make sure an idea can be grasped and remembered later • Credibility — give an idea believability • Emotion — help people see the importance of an idea • Stories — empower people to use an idea through narrative Chip Heath and Dan Heath: Made to stick, Random House 2007
- 77. Connotation: Indirect meaning Better detected than described 77
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Editor's Notes
- #5: Bigger question
- #8: Bigger question
- #22: 67 % dekningidagligvarehandelen (2009)• 300 % omsetningsøkning• Økningavverdiandelitotalmarkedetfofiskfra 0,8 % til 2,4 %• Styrketmotivasjon hos de ansatte• Flerearbeidsplasser
- #23: 67 % dekningidagligvarehandelen (2009)• 300 % omsetningsøkning• Økningavverdiandelitotalmarkedetfofiskfra 0,8 % til 2,4 %• Styrketmotivasjon hos de ansatte• Flerearbeidsplasser
- #27: Cyclists. Functional bags(with a story)
- #38: Naming
- #39: NamingSemiotics
- #53: Kjentiskrem – fåttstormarkedsmakt I Norgepå kun 3 år – hvordan?
- #54: Bought by Unilever in 2000
- #55: Fra butikkenpå Karl Johan – stolteavhistorienogdet de står for Butikkenkanfortellehistorien, menswebenkanværemorsom. Demperportalpreget, fårfremverdiene (ha detmoro)
- #56: YouTubekanalengårmyepå events de har (eg Free Cone Day)
- #57: Nyetiltak for åpromoterefairtrade – veldigviktigverdi for B&J
- #58: Fårkundenetilåpromotere B&J verdier
- #59: Co-creating values
- #63: NamingSemiotics
- #67: Internally and with partners
- #76: Simple – palm pilot, vilje til å reduser, utvikleren gikk med en treblokk i lommen