ideo brand analysis
DESCRIPTION
Analysing the brand if Ideo the renowned design agency that has immensely contributed to contemporary design.TRANSCRIPT
Brand AnalysisIDEO
Integrated Brand Management
Sancharee Saha17th January 2013
Who is IDEO
Brand Analysis Framework Initial and Revised
Consumer Cost Convenience Communication
Conclusion & Recommendations
Content
Who is ?
22-year-old innovation and design consultancy formed by the joined forces of Bill Moggridge, Mike Nutall and David Kelly in 1991
Uses a human-centered, design-based approach to help organizations in the business, government, education, healthcare, and social sectors innovate and grow’ (IDEO, 2013).
Angela Wilkinson, Head of special projects at Shell“engineers feel the need to reject the emotional aspect
of creating products as for them, emotion implies losing control.
Brand Analysis FrameworkA framework to understand the Internal view of IDEO’s external Business environment
4Cs of BrandingInspired by 4Ps of MarketingProductPricePlacePromotion
Perceived View
Portrayed View
Human-centered design process
Brand positioning through empathy towards its consumers.
Awards in product design endorse their methods and also advertise their success
Attracts Design Students Entrepreneurs Industry Professionals Prospective employees Public
Consumers
Cost Perceived Value
Celebrity Spokesperson Perceived Value Express their proposition
consistently.
Helps them to understand the customer purchase behaviour
Helps to make their products or services less substitutable
Convenie
nce
11 locations all over the world
Expanding its services for better business also provides convenience to its existing and prospective customers.
Open new offices in hometowns of home-sick employees who want to stay with IDEO- High employee satisfaction
Online Presence Twitter Facebook Youtube Vimeo Instagram
Brand Architecture OpenIDEO.com Tenfacesofinnovation.com Designthinkingforeducators.com Ideotoylab.com
Communication
Openness about their method =
Confidence
Employees not paid well = Brand Image
IDEO is not perceived as a ‘brand’
Has presence in various countries.
Project managers from different
cultures need to keep the brand values
consistent.
Email and Twitter contact with IDEO
Conclusion and Recommendations
Who is really in charge?
Although from the outside some brands may look as though they are conquering the world , all brands are always insecure
-Wally Olins
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COOPER, R and PRESS, M (1995) Design Agenda. Chichester : Wiley
DUST, F (2008) London : a field guide for the curious. San Francisco : Chronicle Books
FREDMAN, C (2002) The IDEO Difference. Hemispheres (August) pp. 52-57
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IDEO (2013) IDEO Fact Sheet [WWW] IDEO. Available from http://www.ideo.com/about/ [Accessed 8/1/2013]
KELLY, T (2001) The Art of Innovation. London : HarperCollinsBusiness
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VANAUKEN, B (2007) The Brand Audit [WWW] Brand Strategy Insider. Available from: www.brandingstrategyinsider.com/2007/12/the-brand-audit.html [Accessed 9/01/2013]
KELLEY, T (2013) How to design breakthrough inventions [WWW] CBS News. Available from: http://www.cbsnews.com/video/watch/?id=50138327n [Accessed 10/01/2013]
SHAUGHNESSY, A (2002) IDEO focused on the end-user. Printed Circuit Design, 19(3), pp. 50-51.
Thank youQuestions?