Download - Strategic Design as Branding

STRATEGIC DESIGN as BRANDINGGiacomo Colombo

Milan, May 22 2012

Giacomo Colombo – DesignLibrary, May 22 2012

AGENDA

‣ A long Journey

‣ Branding & Strategic Design - a deep relationship

‣ Arrigoni - a CB’a Case History

‣ The Future of Strategic Design

...a long

journey


MY WAY TO STRATEGIC DESIGN

My first three steps before approaching the Master in Strategic Design have been:

‣ Università Commerciale Luigi Bocconi

‣ Domus Academy - Industrial Design Summer Course

‣ Central Saint Martins - Graphic Design Summer Course


A MINDSET SHIFT

The MDS was the time and place where I realized the different values of Design.


THE FIRST APPROACH TO BRANDING

The first Branding agency I worked for has been Landor Associates.

Important goals I achieved:

‣ What’s Branding

‣ How to manage projects

‣ How to apply Strategic Design principles

The place where I daily apply Strategic Design, CB’a Brand Vision & Design Solutions, is a French agency borned in Paris in 1983 and part of the WPP Group.


CB’a


THE NETWORK‣ CB’a has 12 offices worldwide

‣ a group of 285 professionals

‣ coming from 17 different nationalities

‣ 20 Global Clients working with more than one CB’a Office


THE SKY’S THE LIMIT

Our approach to the Brand originates from the combination of creativity, strategy and a strong sense of partnership with our clients. Every project is a new challenge, putting the dialogue process at the fore, instead of rigid methodologies.

‣ Branding and Packaging

‣ Corporate Branding

‣ Branded Environment

‣ Digital Branding


CB’a MAIN CLIENTS

...a deep relationship

What’s Branding


A NEW BRANDING UNIVERSE

In the past years we witnessed a shift in people’s focus from product to Brands, then from Brands to the story a particular Brand can tell.

From the Brand image to the Brand Storytelling

Consumers, choosing a specific product, start an emotional relationship with the Brand, and it needs to be meaningful.

TODAY...

YESTERDAY...a price gap was no more sustainable for a company, and you would need to support your tangible assets with a strong Brand.


YEARS AGO...to attract customers and establish your position on the market you needed to be competitive on quality, delivery time and price.

you need to tell a Story, and it has to be true.


SOMETHING IN COMMON

Branding is a discipline which applies strategic insights to the relationship between a Company and its Stakeholders, using design to leverage its proposition.

Strategic Design is an approach, is a way of interpreting “design thinking” and more in depth the integrated body of products, services and communication strategies with which a company presents itself to the market and sets itself in society.

What’s Design


THE TEN PRINCIPLES

Back in the early 1980s, Dieter Rams was becoming increasingly concerned by the state of the world around him – “an impenetrable confusion of forms, colours and noises.”

Aware that he was a significant contributor to that world, he asked himself an important question: is my design good design?


1. GOOD DESIGN IS INNOVATIVE

The possibilities for innovation are not, by any means, exhausted. Technological development is always offering new opportunities for innovative design. But innovative design always develops in tandem with innovative technology, and can never be an end in itself.


1. GOOD BRANDING IS INNOVATIVE


2. GOOD DESIGN MAKES A PRODUCT USEFUL

A product is bought to be used. It has to satisfy certain criteria, not only functional, but also psychological and aesthetic. Good design emphasizes the usefulness of a product whilst disregarding anything that could possibly detract from it.


2. GOOD BRANDING MAKES A PRODUCT USEFUL


3. GOOD DESIGN IS AESTHETIC

The aesthetic quality of a product is integral to its usefulness because products we use every day affect our person and our well-being. But only well-executed objects can be beautiful.


3. GOOD BRANDING IS AESTHETIC


4. GOOD DESIGN MAKES A PRODUCT UNDERSTANDABLE

It clarifies the product’s structure. Better still, it can make the product talk. At best, it is self-explanatory.


4. GOOD BRANDING MAKES A PROPOSITION UNDERSTANDABLE


5. GOOD DESIGN IS UNOBTRUSIVE

Products fulfilling a purpose are like tools. They are neither decorative objects nor works of art. Their design should therefore be both neutral and restrained, to leave room for the user’s self-expression.


5. GOOD BRANDING IS UNOBTRUSIVE


6. GOOD DESIGN IS HONEST

It does not make a product more innovative, powerful or valuable than it really is. It does not attempt to manipulate the consumer with promises that cannot be kept.


6. GOOD BRANDING IS HONEST


7. GOOD DESIGN IS LONG-LASTING

It avoids being fashionable and therefore never appears antiquated. Unlike fashionable design, it lasts many years – even in today’s throwaway society.


7. GOOD BRANDING IS LONG-LASTING


8. GOOD DESIGN IS THOROUGH, DOWN TO THE LAST DETAIL

Nothing must be arbitrary or left to chance. Care and accuracy in the design process show respect towards the consumer.


8. GOOD BRANDING IS THOROUGH, DOWN TO THE LAST DETAIL


9. GOOD DESIGN IS CONCERNED WITH ENVIRONMENT

Design must contribute towards a stable environment and a sensible use of raw materials. This means considering not only actual pollution, but also the visual pollution and destruction of our environment.


9. GOOD BRANDING IS CONCERNED WITH ENVIRONMENT


10. GOOD DESIGN IS AS LITTLE DESIGN AS POSSIBLE

Less, but better – because it concentrates on the essential aspects, and the products are not burdened with non-essentials. Back to purity, back to simplicity.


10. GOOD BRANDING IS AS LITTLE BRANDING AS POSSIBLE

The Arrigoni Case History


REBRANDINGBACKGROUND

Arrigoni is a historic dairy company, located

in Lombardy not far from Milan. Since 1914

it consolidated its reputation as producer of

high quality products, working for important

brands and producing for the best european

private labels.

BRAND VISION

The entire project aimed to rebuild Arrigoni

awareness and relevance as a Brand and no

longer just as a producer. Starting from the

differentiating values and personality, the

Brand image emerged to define a new

Brand identity, along with an entirely new

look & feel, which ultimately came together

to express the Brand image through a new

packaging system.

DESIGN SOLUTION

The new image is emotional and genuine at

the same time, coupled with a simple pack

system able to transmit the differentiated

values of the Brand and the product. The

project led to the restyling of the entire pack

system, the corporate identity, as well as a

new website and company profile.

The Future of Strategic Design


THE FUTURE

The Future of Strategic Design lies in his nature, in the fact that Strategic Design is neither a subject nor a discipline.

I rather prefer to define it as a meta-subject, a mindset, to be used as a tool to face the challenge in our very own field.

Thank you.

Download - Strategic Design as Branding

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