brand manual / branding abc 2017
TRANSCRIPT
WE MAKE THEM TALK ABOUT YOU
Branding ABC August 24, 2017 @ Design Bulldoser
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92% of customers trusts peer recommendations.
Nielsen Research
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90% of US companies regards customer experience as important or vitally important.
Forrester Research
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85% of CEOs agree that traditional means of distinction do not cater for long term development.
71% believe customer experience is the next frontier.
Shaw & Ivens
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24 different flavor jams 60% of customers tried
Tesco consumer test
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6 different flavor jams 40% of customers tried
Tesco consumer test
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24 different flavor jams 60% of customers tried
Tesco consumer test
6 different flavor jams 40% of customers tried
3%
BOUGHT 30% BOUGHT
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Extra features and choices don’t make the product better. They just diffuse focus.
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Brand helps customer to choose a product. But what is it then?
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A brand is not a product or service (what people pay for)
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A brand is not a trade mark (these are legal properties)
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A brand is not a mission statement (this is a reminder)
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A brand is not a logo or slogan (these are your signatures)
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A brand is not advertising (only delivers your messages)
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Your brand is someone else’s perception of your product, service, experience or company.
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Brand is what you leave behind after leaving the room
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All companies think about customers when they make their business plans
viablefeasible
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viablefeasible
desirable
Rational thinkingis not enought
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€ 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
€ 41,970.-
2.8L V6
6 automatic
All-wheel drive
0-100 km/h 6,6 sec
4-door sedan
Choose yourself a company car
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€ 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
€ 41,970.-
2.8L V6
6 automatic
All-wheel drive
0-100 km/h 6,6 sec
4-door sedan
Choose yourself a company car
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If you love something, you’ll forgive it’s shortcomings
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You can’t tell your clients & customers what your brand is.
They will tell you, based on their experience and perception.
BRANDidea +
positioning
Legal protectionBrand platform
Brand architecture
Visual communication
MarketingPR
ProductQuality management
Patents
PackageRetail environment
Experience
PartnersSuppliersLogistics
TeamCulture
CompetenceAttitude
© brand manual 2014
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It’s not a lack of information, but a lack of interest.
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We are protecting ourselves from information overload
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HE DECIDES WHAT TO EAT
HE BUYS THE
INGREDIENTS
SHECOOKS
SHE DECIDES HOW TO COOK
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• Born in 1948 • Male • Grew up in England • Married 2nd time • Successful in business • Wealthy • Spends winter holidays in the Alps • Likes dogs
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We get their attention when we do something that matters to them (not just us)
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The difference between you and customer is that you have way more information than she needs to know.
All she needs is a fix to her problem.
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All that you know
All that he wants to know
CustomerSpecialist
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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
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Harbour captain’s point of view
Marina Restaurant ConcertSlipway
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For any product and service, there is a “customer journey” that begins a long time before purchase and ends a long time after purchase.
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Harbour is not the destination, after all
MUSEUM
MUSEUM
ART CENTRE
20 MIN
PORT
OLD TOWN
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Kliendi vajadus
PURCHASE SOLUTION
From a customer’s perspective, a purchase is an obstacle
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Quantitive research tries to predict the future using data from the past
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valuable info majority
Branding looks for qualitative data
valuable info
RIGHTWRONG
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Three conversations will reveal 80% of errors.First will point ou 50%, second 25%, third another 5%.
Digging for the remaining 20% would require 97 more conversations.
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If you are not searching for something you can find anything
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What causes the failure of change initiatives?
7%
10%
16%
25%
28%Lack of clearly defined milestones to measure success
Lack of commitment by senior management
Poor communication
Employee resistance
Insufficient funding
Source: Leaders of change: Companies prepare for a stronger future. Economist Intelligence Unit, Celerant Consulting
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“Our mission is to maximise shareholder value”
Any company
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“Our mission is to become the international leader in the space industry through maximum team-centered innovation and strategically targeted aerospace activities.”
Not the words of John F. Kennedy, 1961
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“Our mission is to put a man on the Moon by the end of the decade.”
John F. Kennedy, 1961
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Mr. President, I’m helping to put a man on the moon!
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Brand is a promise your company’s representative makes to a customer
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A promise that is conveyed by everything people see, hear, touch, taste or smell about your business.
BRANDidea +
positioning
Legal protectionBrand platform
Brand architecture
Visual communication
MarketingPR
ProductQuality management
Patents
PackageRetail environment
Experience
PartnersSuppliersLogistics
TeamCulture
CompetenceAttitude
© brand manual 2014
thebrandmanual.com © brand manual 2014
thebrandmanual.com
Coreidea
Communication Package / web
Organisation Sales
Partners
Product Identity / story
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Only 5% of employees understand their company's strategy.
Robert Kaplan and David Norton, the founders of the Balanced Scorecard
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If this company were a football team
Only 4 team members would know which one’s their goal
Only 2 players care Only 2 would know what’s their position and specific task
All but 2 players are fighting against their own team
Only 2 players listen to their coach
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Simon Sinek / TEDx 2009 / Click to view the full talk in Youtube
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Shared values help you build a lasting relationship with your customer
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NB!Values can’t be declarations. In order to give them meaning they have to be converted into real actions.
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Nike doesn’t do research. Nike employs fans that use their products.
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a) explain to everyone what it is you want to do
b) execute it c) build on it
crowd team
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distinctive
recognizable
consistent
eristuvus
äratuntavus
järjepidevus
routines
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eristuvus
äratuntavus
järjepidevustrademark
communication
routines
visual identity
logo
goal
Charlie
Appearance
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No symbol throughout history has ever had inherent meaning!
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You, your well-designed product or service will make the logo famous
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Would I be recognisable in 5 years? 10 years? What defines my visual identity? What bears this identity today?
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APOLLOR-KIOSK
I’m in a hurry
I’m polite& fast
I’ve got time to kill
I’m polite& helpful
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2012 2013 2014 2015 2016
1 663 000 1 897 000 1 975 000 2 211 000 2 400 000
355000 850 000 1 300 000
Blender juicebar purchases
Apollo storepurchases
8000 43 000 60 000
Apollo cinemavisitors
Store purchases
Juice bar purchases
Cinema visitors
PRESS
POSTER
POS
BAR FURNITURE
MERCHANDISE
BOTTLE
VOLUME PACKAGING
VEHICLES
IDENTITY
