BR A ND on ‘branding’

Design vs brandingStoriesTrust and promises

Today’s chat

identity

stories

Today’s chat

branddesign

Brandingis not

Brandingis notdesign

Brandingis notdesign

only

branding’

branding’andand

andand see

hear

feel

touch

taste

smell

believe

product design

language

shops

interiors

music jingles

that new car smellPR

graphic design

architectureadvertising

behaviour

behaviourword-of-mouth

real performance

emotion

C O M PA N Y

I D E N T I T Y

PA C K A G I N G

P R O M O T I O N S

A N N U A L

R E P O R T S

P R O D U C T

D E S I G N

P U B L I C

R E L AT I O N S

R E S E A R C H

P U B L I C AT I O N S

A D V E R T I S I N G

W E B

D E S I G N

B R A N D

ST R AT E GY

N A M I N G

E V E N T S

E X H I B I T S

C R E AT I V E

S E R V I C E S

S U P P L I E R S

D I R E C T

R E S P O N S E

P O P

D I S P L A Y S

The ONE-STOP SHOP

contains the resourcesto develop andsteward the brand.

NEUTRONLLC.COM

Easy to managePromise of consistencyLittle ownership of brandLittle choice of teams

I D E N T I T Y

PA C K A G I N G

P R O M O T I O N S

A N N U A L

R E P O R T S

P R O D U C T

D E S I G N

P U B L I C

R E L AT I O N S

R E S E A R C H

P U B L I C AT I O N S

A D V E R T I S I N G

W E B

D E S I G N

B R A N DS T R AT E G Y

N A M I N G

E V E N T S

E X H I B I T S

C R E AT I V E

S E R V I C E S

S U P P L I E R S

D I R E C TR E S P O N S E

P O P

D I S P L A Y S

B R A N D A G E N C Y

The BRAND AGENCY

hires best-of-breedfirms to help developand steward the brand.

C O M PA N Y

NEUTRONLLC.COM

Choice of teams Promise of consistencyLittle ownership of brand

The INTEGRATED MARKETING TEAM

is managed internally with opencollaboration amongbest-of-breed specialists.

I D E N T I T Y

PA C K A G I N G

P R O M O T I O N S

A N N U A L

R E P O R T S

P R O D U C T

D E S I G N

P U B L I C

R E L AT I O N S

R E S E A R C H

P U B L I C AT I O N S

A D V E R T I S I N G

W E B

D E S I G N

B R A N DS T R AT E G Y

N A M I N G

E V E N T S

E X H I B I T S

C R E AT I V E

S E R V I C E S

S U P P L I E R S

D I R E C T

R E S P O N S E

P O P

D I S P L A Y S

C O M PA N Y

NEUTRONLLC.COM

Choice of teams Promise of consistency Ownership of brand

Difficult to manage

IN REALITY, COLLABORATIVENETWORKS AREN’T THAT SIMPLE.

NEUTRONLLC.COM

collaborative networks, per project

What is branding?

Word-of-mouth & social networking

Audi’s new car smell

Intel’s sonic signature/sound

Singapore Airlines’ employee behaviour

Starbucks’ ‘home-from-home’ ambience

Japans’ Imperial Palace architecture in Tokyo

Kobe’s (& Nike’s) winning attitude

Oxo’s Good Grips performance

Sony’s brandline:make.believe

Madonna’s live music events

Metallica’s name, and signature

Coke’s Open Happiness promise and advertising

O2’s bubbles & blue grade

the thingit’s

BIGthe thingas a sum of all the little things

it’s

Design is branding

Design is branding

part of

Otherwise it’s a meaningless pursuit of style, what’s ‘fashionable’, over substance.

Design is branding

must be

Design endures.Campaigns come and go...

Own yourNiche

and NAIL IT!

Nailing the niche

Nailing the niche

A brand story of:ExpertiseRuthlessnessHope,GlamourDreams fulfilledThe underdog winningCash. Lots of it.

‘Branding’ isn’t about

anymore

but it used to be

(to denote ownership)but it used to be

signal brandsand remind us of them,when a broader experience is not available

logos

brandmarksas they are the mark of the brand they represent.

logos should actually be called

ON SUNDAYS THEY WORSHIP HARLEY,GOD OF THE OPEN ROAD.

NEUTRONLLC.COM

doesn’t represent the president (only), butchange we can believe in

Brandmarks signal bigger brand ideals

doesn’t sell motorcylces, butthe freedom of the open road

Brandmarks signal bigger brand ideals

search made simple

Brandmarks signal bigger brand ideals

everywhere

(to denote ownership)

Branding is not about sticking Brandmarks

That’s insulting, and patronizing, and consumers will kill you - you lose.

Branding is about much much more...

That’s insulting, and patronizing, and consumers will kill you - you lose.

a gut feelreputationBrands are

and

from beginning to end

a story well-told

Brands are

rememberrecognize(p)refer one over another

so that we

Gives deeper meaning to our everyday experiencesand the ability for us to define our own self-identity by virtue of the brands we choose to align ourselves (our own brands) with

A story well told - why?

“My favorite design is the Nike ‘tick’ because it makes me feel confident - even though I am not so good at sports.”

–Raoul, age 11

brand & design shape us

Brand affirmation

Brand affirmation

Brand failure

A story of adventure, nostalgia and travel:(and quality, glamour, taste....and fitting in)

are everything (almost)

reputation& expectation

Brand is

reputation& expectationmanaged &delivered

Good branding is

design!

design mattersas one part of the brand storyinfluence, shape perception, enhance experience

this is why

identity mattersphysical, residual, emotional, intellectual

that’s why

identity the enemy ofparity

that’s why

WE’RE HARDWIRED TO NOTICE ONLY WHAT’S DIFFERENT.

NEUTRONLLC.COM

differentiatedifferentiatedifferentiate

differentiateCritical point:

Identity the enemy of parity

Identity the enemy of parity

Identity the enemy of parity

Brand Truth

Eco friendly

Brand Truth

Brand Truth

Brand Challenge

Eco challenged

Eco challenge

Brand challenge

1 People have too many choices and too little time

2 Most offerings have similar quality and features

3 We tend to base our buying choices on trust

Why is branding so hot?

just happened

?Trust branding

brand is not what YOU say it is...but what THEY say it is.

- Marty Neumeier

a word-of-mouth world...

Because today we live in

- Gary Vaynerchuck

THERE ARE 1,349 CAMERAS ON THE MARKET.

HOW DO YOU DECIDE WHICH ONE TO BUY?

NEUTRONLLC.COMNEUTRONLLC.COM

Trust

Is this how you are seen to be(an unfocused brand)?

Critical question:

(but it is a small part of it)

(but it is a small part of it)

now it’s about claiming

hearts, minds & souls

(but it is a small part of it)

it’s also now about

promises made & kept

stand forideals

good brands

Brands need to stand for something

Never take human lifeAdhere to a strict moral code (Midwestern values) Commitment to operating within the law as an example to other heroes

Always deliverNever be late

Brands need to stand for something

Brand failure

what do you stand for

big question ?

WHEN IT SCARES THE HELL OUT OF EVERYBODY.

ANSWER: NEUTRONLLC.COM

?how do you stand out?

and

If youdo not differentiateyou’re dead

Critical point:

Branding is the BIG thingStorytellingDifferentiationTrust and transparencyPromises kept

In summary

How?How?How?How?How?How?

Vorsprung durch technik(lead through technology)

=

Vorsprung durch technik(lead through technology)

Driven personality

Personifiedas...

Architecture

Iconic lines

Product naming& language

Information design

Interior design

Flagship premium products

Photography

Iconic design detail

Distinct light clusters

Distinct light clusters

Service

Teamwork and racing

Innovation and surprise

Distinct graphic brandstyle

Distinct graphic brandstyleColour TypographyPhotography Layout gridInformation design

Distinct graphic brandstyle

Distinct graphic brandstyle

Distinct graphic brandstyle

An eye on the past, and future

=

Vorsprung durch technik(lead through technology)

InnovationLeadershipDesignQualityDetailForward thinkingHeritageCare and responseInner strengthDriveIndividualityAmbitionAgainst the grain

Oh, and fine motoring experiences

Parity overcome:

From commodity to object of desire

Expressing the Brazilian way of life, through vibrant, laid back, colorful and bold characteristics.

Simple and sophisticated, for the poor and the rich, traditional and modern, fashionable and casual.

Brand essence:

a vibrant spirit based on simplicity, authenticity, play, enjoyment, and physical comfort.

Brazilian: free spirited, with a zest for life and an instinct for improbable combinations.

Colour for your feet

universally happy

potentialpassionpatiencepie

The beginning of your road

awakeaware

The beginning of your road

discussiontx

discussiontx

www.idholland.com www.dm-idholland.com

www.designroomsport.comwww.ideaforesight.com

http://idholland.tumblr.com/

References:Marty Neumeier, The Brand gapGary VaynerchuckIDEO.com