service design: closing the delivery gap
TRANSCRIPT
WE MAKE THEM TALK ABOUT YOU
Competitive advantage: Closing the delivery gap
thebrandmanual.com
We close the delivery gap between business and customer perspective.
€ 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
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
Harbour captain's point of view
marina restaurant concertslipway
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Mark your entry
FL R 3s 2M 59º27.309 N 24º44.216 E
FL G 3s 2M 59º27.343 N 24º44.115 E
thebrandmanual.com
MUSEUM
MUSEUM
ART CENTRE
20 MIN
PORT
OLD TOWN
port is not the destination
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HYGIENEWATERFUELAC/DCWC / SHOWER
PREINFO
RACEFAME
PORTCHAIN
thebrandmanual.com
HYGIENEWATERFUELAC/DCWC / SHOWER
PEOPLE
EASYENTRY
EXTRASERVICES
THECOST
PREINFO
RACEFAME
PORTCHAIN
thebrandmanual.com
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
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
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
thebrandmanual.com Branding ABC – © Brand Manual, 2009 - 2015
A reason Remembers previous experience Asks around / surfs the net Considers her options Puts it on the backburner because it isn’t urgent Calls and asks for information anonymously Has to find time to visit / call The drive up and parking / walk from the bus stop Customer comes in / calls Says what she needs Chooses and pays Leaves Is in a public place with the product Unpacking Using Developing an opinion of the product or service
thebrandmanual.com
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
thebrandmanual.com
“Kõik, mida on võimalik leiutada, on tänaseks leiutatud.”
Charles H. Duell, U.S.A. patendivolinik, aastal 1899.
thebrandmanual.com
“Kõik, mida on võimalik leiutada, on tänaseks leiutatud.”
Charles H. Duell, U.S.A. patendivolinik, aastal 1899.
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
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1. When and how does your journey start? 2. What are they selling? 3. What are you buying?
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