brand are like people !
DESCRIPTION
We are Base - Brand are like People For people, we ask things like: How do you dress? Where are you from? What are you like? How do you behave? What do you enjoy? ...and for brands we can ask the same things. 1) Identity: Identity is unique. It’s who you are, after all. 2) Personality: How would you describe a person? 3) Experience: What was your best experience?TRANSCRIPT
And together with 45 people in 5 cities...
BaseBCNBaseNYCBaseSCLBaseGVA
BaseBRU
we are Base
BrandingX
Technology
The Story of
Cliff & Chase Bank
Cliff Kuang, Editor-in-ChiefFast Co.Design
☺
EVERYONE STAND UP!
Hello!
Privet!
Brands are like people!
For people, we ask things like:
How do you dress?Where are you from?What are you like?
How do you behave?What do you enjoy?
...and for brands wecan ask the same things.
Identity Personality
Experience
Identity
#1
Brands are like people!
Identity is unique.It’s who you are, after all.
No matter how young.
Personality
#2
How would you describe a person?
How would you describe this man?
or this man?
Brands are like people!
What is Google’s personality?
What is Google’s personality?
Intuitive?
What is Google’s personality?
Intuitive Generous?
Google cemetery
What is Google’s personality?
IntuitiveGenerous
Functional and Clear?
What is Google’s personality?
IntuitiveGenerous
Functional and ClearInnovative?
Google’s personality:
IntuitiveGenerous
Functional and ClearInnovative
Experience
#3
Question!
What was your best vacation?
at the beach
Brands are like people!
You generally can’t afford something like this.
when traveling...
something like this.
so you end up getting...
NOT exciting.
alternative:
Rent somebody else’s spare rooms.
Cheap but also NOT exciting.
Now THAT is EXCITING!
They take care of all the lousy parts...
Search, booking, cancellations, cleaning fees, communication, payment,
scheduling, security deposits, fraud, etc.
...so your experience can focuson the exciting.
What happens when we put it altogether?
Identity Personality
Experience
Case Studies
Case study 1:
Strong brandvs
Challenged brand
VS
What’s the difference?
Fully developed & consistent since
day one
Revised several times
#1. IDENTITY
- Optimistic- Colorful- Design-y- Friendly
- Fun- Inspiring
- Commercial- Transactional- Uninspiring
#2. PERSONALITY
•- Fun to browse - About recognizing
great design- Displaying your
good taste- About sharing
- Transactional- About how much money you spend- Displaying your wealth- About buying
#3. EXPERIENCE
RESULTS
- Identity strong!- Identity: change
RESULTS
- Identity strong!- Sales growing
- Identity: change- Sales have peaked
RESULTS
- Identity strong!- Sales growing - Personality: Optimism! “Become next IKEA!”
- Identity: change- Sales have peaked- Personality: “bitchy supermodel vs girl next door”
- Identity strong!- Sales growing - Personality: Optimism!
“Become next IKEA!”
- No real competition
- Identity: change- Sales have peaked- Personality: “bitchy supermodel vs girl next door” - Increased competition
RESULTS
RESULTS
FAB moving into... fashion!and creating their OWN product lines.
Engagement
Case study 2:
Think of the moments you have spent with your best
friend.
photo of 2 friends?
Brands are like people!
Engaging both online and offline.
#1 Home try-on gallery
#2 Holiday market
#3 Tour bus
Results :- Total disruption of the
eyewear market
Trust
Case study 3:
Brands are like people!
From 2009 to early 2012,J&J recalled:
It’s as personal to put something into one’s body
as it is to share one’s intimate life
Brand extension
Case study 4:
dad’s favorite
crazyunclesexy
cousin
funnydad
strict mum
messy baby
smartbrothe
r
Brands are like people!
So what does it all mean?
Identity Personality
Experience
Successful companies of the future
brand product+ distribu-tion+
lucktiming team ...+ + +
Successful companies of the future
Brands are like people!
@geoffreycook @brvmrtn
@base_design basedesign.com