wunder_my brand_design academy eindhoven
TRANSCRIPT
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Design Academy - June 2015 -
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branding
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hi… I am Alef de Jong creative strategist
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my ambition my business my network my brand
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what is a brand?
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a brand is a feeling
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a brand is a feeling about: a product, organization or person
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it’s not about what you say it’s about what they say it is
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Your brand is what people say about you, when you are not in the room.
Jeff Bezos founder Amazon
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the set of ideas a company or product stands for in people’s mind
shaped by that company or product’s actions
and recognized through a visual and verbal style
a brand is:
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what you do is way more important than what you say!
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we help create meaning
brand consumertransmits to
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there is a dialogue
brand consumerdialoog
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brands are build by consumers
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brands are build and destroyed by consumers
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why do we build brands?
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a brand creates: preference and brand equity
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is this a Gispen? Yes: € 100,- No: € 10,-
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politieke merken
corporate merken
museummerken
every thing can be a brand
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old advertising agencies campaign to sell products3 years
new brand agencies identity to drive organizations20 years
two traditions
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to become a strong brand: 1) focus on what you’re good at 2) be relevant for your customer 3) distinguish yourself from others
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two ways of thinking
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two ways of thinking
brandconsumer
inside - out
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two ways of thinking
outside - in
consumerbrand
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two ways of thinking
outside - in
consumerbrand
inside - out&
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brand positioning canvas
anal
ysis
2 distinction3 relevance
4 target group and competition choice
8 reason to believe 5 brand values
6 meaning7 benefit
9 brand essence
1 brand identity
cho
ice
s
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3 p model
proposition purpose personality
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3 p model
proposition purpose personality
proposition
what do I get? is it worth the money? what makes it better than the competition?
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affordable solutions for better living
Walk In The Park
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Great care, Great fare
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3 p model
proposition purpose personality
personality
how does it feel? how do you do
things? how do you come
across?
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Innocent drinks
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Converse
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3 p model
proposition purpose personality
purpose
why should anyone care? why should we do this? why do we exist?
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triodos bank
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Virgin
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Summary:
- a brand creates preference and add’s value - a brand has focuses, is relevant and distinguishes itself
- a strong brand also has eye for the consumer
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questions?
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I have one question for you:
we are looking for a summer trainee for our design studio…