"brands are like people" by thierry brunfaut, base design

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Brands Are Like People Base lead creative Thierry Brunfaut recently spoke at the Business of Design Week Hong Kong, (http://2013.bodw.com/) one of Asia’s most prestigious design events where he presented Base’s latest views on branding.  What surrounds us? People. And brands. Whether on the street or our screens, we are consciously or unconsciously interacting with brands in the same way we do with people. Why? Because brands are like people.  What happens when we meet someone for the first time? This person will probably tell us his or her name, age, hometown and profession. Brands do exactly the same. Brands are like people: they want their names to be remembered. Check out their logos. Very often they indicate the city they come from or the year they were born. Or, through a slogan, what they do. Take a closer look at some social media company logos: Facebook, Twitter, Skype, LinkedIn, FourSquare … They’re all blue, their logos look remarkably similar. It’s logical… the companies are more or less 10 years old. They look like teenagers, dressing all the same!  But the logo is not what matters. It is only a signature after all. What is really important is how these brands behave. Their personality. Some are huge, bold or brutal. Others are enigmatic. Some are shy and talk sweetly. Others feel feminine. Others still are extremely masculine. Many want to be nice, energetic and optimistic. There are as many ways to be a brand as to be a person: brands behave, act and have a voice. But do we truly believe them? The most important thing for all of us is to feel trust. Trust in what they do, their product or service, and today most of all, how they do things. Any break of trust leaves us disappointed, sad or, even, angry. When betrayed, we abandon them, in much the same way we act when people lie, cheat or otherwise act improperly. New technologies do not make everything virtual. On the contrary. Through our digital devices, we are now experiencing true, emotional relationships with the brands we interact with. So, as we do with people, we should surround ourselves with brands we truly like and believe in. It’s an extraordinary moment in branding right now: brands cannot hide themselves. The internet won’t permit them to. They have to behave well to be accepted. They have to do what they say, discover their true personalities, and grow and evolve like responsible human beings. It is our task as designers and branding studios to help them do this. As such we don’t design for brands, but design for people interacting with brands! This new era of branding has already begun: the most successful brands of the future will be those that focus on people, not on branding.  Follow Thierry Brunfaut on Twitter: @ThierryBrunfaut Follow Base on Twitter: @Base_design

TRANSCRIPT

Hello

Everyone stand up!

Personality

Experience

Identity

Human interaction

Brands are like people

Identity

Identity

Who are you?

Where are you from?

What’s your promise?

Permanent

Google is born Sept. 4, 1998. Google is an american company. Google is a web search engine.

The Google identity?

To organize the world’s information

What is Google original promise?

Personality

How would you describe this man?

or this man?

Personality

How do you behave?

How do you dress?

What is your attitude?

Changing

How would you describe Google personality?

Clear & accessible?

Intuitive?

Generous?

Helpful?

Inventive?

To leave the world a better place

What is Google promise today?

Did Google become one of your

best friend?

Trust

Brands are like people

Personality

Experience

Identity

Experience must validate your promise and your values

In variable versions for easy usage

Interacting with a brand: a 360° experiencePoint of sale

The Story of Maison Dandoy

100% natural artisanal craftsmanship since 1829

How to transform a local family business into a global family brand?

Dandoy, traditional Brussels biscuit bakery

How to transform a local family business into a global family brand?

Dandoy, traditional Brussels biscuit bakery

How to transform a local family business into a global family brand?

Dandoy, traditional Brussels biscuit bakery

1 Read your past to build the future. 2 Use “Maison Dandoy” as name. 3 Tell your story. All the time. 4 Dandoy is about your people and family. 5 Dandoy means “Speculoos”. 6 Dandoy is Brussels. 7 Link with quality friends. 8 Say it simple. 9 Be consistent. 10 Smile.

The 10- advice list

We created a past forward brand

Focus on 1 product

Brussels roots

Dandoy crafts biscuits very seriously without taking itself

too seriously

Home =

Family

Older then Belgium

Focus on the motherhouse

Using the brands’ story to build a new brand

How to transform a local family business into a global family brand?

Dandoy, traditional Brussels biscuit bakery

How to transform a local family business into a global family brand?

Dandoy, traditional Brussels biscuit bakery

Cookies as golden dots

Page 29Base, 15 juillet 2011 Maison Dandoy Option 1

A brand with a consistent graphic toolbox

A yummy brand

How to transform a local family business into a global family brand?

Dandoy, traditional Brussels biscuit bakery

How to transform a local family business into a global family brand?

Dandoy, traditional Brussels biscuit bakery

A brand with a voicePage 22Base, 15 juillet 2011 Maison Dandoy

Spéculoos, le vrai nom du roi des biscuits

4– Le tone of voice

Elected best Speculoosof the world by the people of Brussels

Hungry speculators speculate on our speculoos

Brusselspeculoos

Speculoos. With two o. Because it’s goood

Even Manneken Pis eat Speculoosevery morning

Speculoos, the real name of the king of the biscuits

Élu meilleur spéculoos du monde par les Bruxellois

Bruxelles sans spéculoos c’est comme Manneken sans Pis

Il vous faut une dose de speculoos

A brand with a voice

A brand with a voice

How to transform a local family business into a global family brand?

Dandoy, traditional Brussels biscuit bakery

How to transform a local family business into a global family brand?

Dandoy, traditional Brussels biscuit bakery

Each pack is a gift

A visible brand

A human brand with Dandoy ambassadors

How to transform a local family business into a global family brand?

Dandoy, traditional Brussels biscuit bakery

How to transform a local family business into a global family brand?

Dandoy, traditional Brussels biscuit bakery

Special edition: the speculoos are talking

A brand opening stores around the world

Maison Dandoy Tokyo

Opening of new stores outside Belgium

How to transform a local family business into a global family brand?

Dandoy, traditional Brussels biscuit bakery

How to transform a local family business into a global family brand?

Dandoy, traditional Brussels biscuit bakery

International expansion

A brand with a voiceA Dandoy store near you, soon?

Brands are like people

Thank you!

@ThierryBrunfaut / @Base_design #BrandsAreLikePeople

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