brand manual / branding & service design 2016
TRANSCRIPT
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It was no accident. It was done by design.
Sherlock Holmes
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We close the delivery gap between business and customer perspective.
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thebrandmanual.com Branding ABC – © Brand Manual, 2009 - 2013
Describe, what your company is doing ?
thebrandmanual.com Branding ABC – © Brand Manual, 2009 - 2013
Now explain this to me
€ 42,275.-
3.0L 6cyl
6 automatic
Rear-wheel drive
0-100 km/h 7,2 sec
4-door sedan
€ 42,036.-
3.2L 6cyl CVT
6 automatic
Front-wheel drive
0-100 km/h 6,9 sec
4-door sedan
€ 45,198.-
3.5L 6cyl
7 automatic
Rear-wheel drive
0-100 km/h 7,4 sec
4-door sedan
€ 42,347.-
3.5L 6cyl
6 automatic
Rear-wheel drive
0-100 km/h 7,3 sec
4-door sedan
€ 42,275.-
3.0L 6cyl
6 automatic
Rear-wheel drive
0-100 km/h 7,2 sec
4-door sedan
€ 42,036.-
3.2L 6cyl CVT
6 automatic
Front-wheel drive
0-100 km/h 6,9 sec
4-door sedan
€ 45,198.-
3.5L 6cyl
7 automatic
Rear-wheel drive
0-100 km/h 7,4 sec
4-door sedan
€ 42,347.-
3.5L 6cyl
6 automatic
Rear-wheel drive
0-100 km/h 7,3 sec
4-door sedan
The logo wouldn’t make you famous. You will make the logo famous.
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thebrandmanual.com Branding ABC – © Brand Manual, 2009 - 2013 thebrandmanual.com
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We get their attention when we do something that matters to them (not just us)
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UNDERLYINGPROBLEM
OR A NEED
BUSI
NES
S ID
EAS
Design Process & Roles
DISCOVER DEFINE
P R O B L E M C O N T E X T
I HAVE A
PROCESS
ASKS QUESTIONS AND DELIVERS INSIGHT
PROVIDES INFORMATION WITHOUT JUDGEMENT
I HAVE AN
EXPERIENCE
PRODUCTOR
SERVICE
DESIGN DEVELOP
D E S I G N C O N T E X T
EXPLAINS AND DECIDES
ASKS QUESTIONSAND DELIVERS
I HAVE
SKILLS
I HAVE A
VISION
CO
OPE
RATI
ON
CO
NFU
SIO
N
AGRE
EMEN
T
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Born 1948 Male
Grew up in England Married 2nd time
Successful in business Wealthy
Spends winter holidays in the Alps Likes dogs
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Harbour captain’s point of view
marina restaurant concertslipway
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HYGIENEWATERFUELAC/DCWC / SHOWER
PEOPLE
PREINFO
RACEFAME
PORTCHAIN
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PREINFO
RACEFAME
PORTCHAIN
SAFETY
SAFETY
HYGIENEWATERFUELAC/DCWC / SHOWER
PEOPLE
EASYENTRY WINTER
STORAGETECHSUPPORT
EXTRASERVICES
THECOST
PREINFO
WIFI
RESTO
SHOP
ATM
KIDS
RACEFAME
PORTCHAIN
WAVEBREAKERS
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PREINFO
RACEFAME
PORTCHAIN
NIGHTLIGHT &QUIET
PORTHISTORY
RACERS
SAFETY
SAFETY
NICEENVIRON-
MENT
HYGIENEWATERFUELAC/DCWC / SHOWER
PEOPLE
EASYENTRY WINTER
STORAGETECHSUPPORT
EXTRASERVICES
THECOST
PREINFO
WIFI
RESTO
SHOP
ATM
KIDS
RACEFAME
PORTCHAIN
WAVEBREAKERS
LOCALLIFE365
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PREINFO
RACEFAME
PORTCHAIN
NIGHTLIGHT &QUIET
CITY /VILLAGESIGHTS
NOT ADESTINATION
PORTHISTORY
WHERETO
GO?
CLUBCONCERT
SHOW
RACERS
SAFETY
SAFETY
NICEENVIRON-
MENT
HYGIENEWATERFUELAC/DCWC / SHOWER
PEOPLE
EASYENTRY WINTER
STORAGETECHSUPPORT
EXTRASERVICES
THECOST
PREINFO
WIFI
RESTO
SHOP
ATM
KIDS
RACEFAME
PORTCHAIN
WAVEBREAKERS
LOCALLIFE365
thebrandmanual.com
NIGHTLIGHT &QUIET
CITY /VILLAGESIGHTS
NOT ADESTINATION
PORTHISTORY
WHERETO
GO?
CLUBCONCERT
SHOW
RACERS
SAFETY
SAFETY
NICEENVIRON-
MENT
HYGIENEWATERFUELAC/DCWC / SHOWER
PEOPLE
EASYENTRY WINTER
STORAGETECHSUPPORT
EXTRASERVICES
THECOST
PEERREFERENCE
PREINFO
WIFI
RESTO
SHOP
ATM
KIDS
RACEFAME
PORTCHAIN
WAVEBREAKERS
LOCALLIFE365
thebrandmanual.com Branding ABC – © Brand Manual, 2009 - 2015
Customer comes in
Sees what she needs
Chooses
Pays
Leaves
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Packaged meatsCheese, eggs & milk
My favourite beer is warm
Where have they hidden the toothpaste?Long line at the cashierF**k – forgot the butter - run backCashierWhat do you mean my card doesn’t go?
Pack into new bagsNeed one more bag – but I have no cash
Out of the supermarket – it’s pouring!Get to the car – all wetWhy did I take paper bags?Everything into the carI’ll just leave the trolley, too much rain
Drive home
How do I get the stuff into the house?
Finally got everything in and unpackedNow, what’s for dinner?
Fresh meat and fish
No lettuce – I have to change the menuFruit aisle - the bananas are rotten
Damn, the wheel is looseGet a shopping trolleyWhat an interesting choice of music
Why can’t anyone put their trolley away?
Parking lot is full, why?Lousy weather – how can I park close?Get to car, drive to supermarket
Do I take my own bags? How many?
What else – call wifeLonger shopping list (via cook books)
Shopping list – what do I need?
Realisation – fridge is empty
SUPER MARKET
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Pack
aged
mea
tsCh
eese
, egg
s &
milk
My
favo
urite
bee
r is
warm
Whe
re h
ave
they
hid
den
the
toot
hpas
te?
Long
line
at
the
cash
ier
F**k
– fo
rgot
the
but
ter
- ru
n ba
ckCa
shie
rW
hat
do y
ou m
ean
my
card
doe
sn’t
go?
Pack
into
new
bag
sNe
ed o
ne m
ore
bag
– bu
t I h
ave
no c
ash
Out
of t
he s
uper
mar
ket
– it’
s po
urin
g!Ge
t to
the
car
– a
ll we
tW
hy d
id I
take
pap
er b
ags?
Ever
ythi
ng in
to t
he c
arI’l
l jus
t le
ave
the
trol
ley,
too
muc
h ra
in
Driv
e ho
me
How
do I
get
the
stuf
f int
o th
e ho
use?
Fina
lly g
ot e
very
thin
g in
and
unp
acke
dNo
w, w
hat’s
for
dinn
er?
Fres
h m
eat
and
fish
No le
ttuc
e –
I hav
e to
cha
nge
the
men
uFr
uit
aisl
e -
the
bana
nas
are
rott
en
Dam
n, t
he w
heel
is lo
ose
Get
a sh
oppi
ng t
rolle
yW
hat
an in
tere
stin
g ch
oice
of m
usic
Why
can
’t an
yone
put
the
ir tr
olle
y aw
ay?
Park
ing
lot
is fu
ll, w
hy?
Lous
y we
athe
r –
how
can
I par
k cl
ose?
Get
to c
ar, d
rive
to s
uper
mar
ket
Do
I tak
e m
y ow
n ba
gs?
How
man
y?
Wha
t el
se –
cal
l wife
Long
er s
hopp
ing
list
(via
coo
k bo
oks)
Shop
ping
list
– w
hat
do I
need
?
Real
isatio
n –
frid
ge is
em
pty
SUPER MARKET
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result
thebrandmanual.com Branding ABC – © Brand Manual, 2009 - 2015
thebrandmanual.com Branding ABC – © Brand Manual, 2009 - 2015
thebrandmanual.com Branding ABC – © Brand Manual, 2009 - 2015
thebrandmanual.com Branding ABC – © Brand Manual, 2009 - 2015
thebrandmanual.com Branding ABC – © Brand Manual, 2009 - 2015
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CompetenceAttitude
© brand manual 2014
PRESS
POSTER
POS
BAR FURNITURE
MERCHANDISE
BOTTLE
VOLUME PACKAGING
VEHICLES
IDENTITY
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thebrandmanual.com Branding ABC – © Brand Manual, 2009 - 2013thebrandmanual.com
Identiteet on firma ambitsiooni väljendus.
Looks more
expensive than
is
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