brand manual / branding & service design 2016
TRANSCRIPT
thebrandmanual.com
It was no accident. It was done by design.
Sherlock Holmes
thebrandmanual.com
We close the delivery gap between business and customer perspective.
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.
thebrandmanual.com
thebrandmanual.com Branding ABC – © Brand Manual, 2009 - 2013 thebrandmanual.com
thebrandmanual.com
We get their attention when we do something that matters to them (not just us)
thebrandmanual.com
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
© brand manual 2014
thebrandmanual.com
Born 1948 Male
Grew up in England Married 2nd time
Successful in business Wealthy
Spends winter holidays in the Alps Likes dogs
thebrandmanual.com
Harbour captain’s point of view
marina restaurant concertslipway
thebrandmanual.com
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
thebrandmanual.com
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
thebrandmanual.com
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
thebrandmanual.com
result
BRANDidea +
positioning
Legal protectionBrand platform
Brand architecture
Visual communication
MarketingPR
ProductQuality management
Patents
PackageRetail environment
Experience
PartnersSuppliersLogistics
TeamCulture
CompetenceAttitude
© brand manual 2014
PRESS
POSTER
POS
BAR FURNITURE
MERCHANDISE
BOTTLE
VOLUME PACKAGING
VEHICLES
IDENTITY
thebrandmanual.com Branding ABC – © Brand Manual, 2009 - 2013thebrandmanual.com
Identiteet on firma ambitsiooni väljendus.
Looks more
expensive than
is
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