typography and branding - swinburne commons€¦ · typography and branding swinburne university...
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Typography and branding
Swinburne UniversityAugust 2011
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TodayMy backgroundTransparency and the rise oftechnologySocial mediaThe brand manifestoDestination brandingBrand affinity in cultural brandingThe renaissance of type
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My {rst commercial typefacefamily was based on my ownhand-lettering.I tried to replace myself with acomputer.
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Canberra calling
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And a little bit more
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Vision
Management commitment →Facilitative management →
Interdept. connectedness →Existing vision & strategy→
→
Identityresearch
mc→
fm→
ic→
Identityexposition
Internal
External
Image
mc→
fm→
ic→
Pre-existing image→
Businessperformance
Tim
eT
ime
Tim
eT
ime
Tim
e
mc→
fm→
ic→
Feedbackprocess ▼
→
→
→
→
→
→
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customers, you begin to know how youcan exceed their expectations.
The literature
Grönroos talks aboutone-to-one;Engeseth talks aboutbeing one.
If you engage your
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1,500 fans through engagement
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Fairfax and Wellington politics
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Aims for brands in social media
1. Build a sense of membership orcitizenship within the organization.
2. Encourage the acceptance andcommunication of brand values.
3. Encourage the audience to engagein dialogue and promote the brand.
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4. The dialogue can help the firm findand maintain a competitive advantage.
5. It can inform the vision and the brandand build differentiation for it.
6. It can act as a check on whether thebrand is being properly communicatedand understood by audiences.
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Consequences
1. Build positive brand associations.
2. Build the perceived quality of thebrand.
3. Build greater awareness of the brandto audiences it has not yet reached.
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The brand manifesto
1. Branding unites people’s passions.
2. Brands must have focus to berelevant.
3. Branding is about delivering whatyou promise.
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4. Good brands should make peoplehappy.
5. Finance is broken.
6. Brands are not advertisements.
7. Brands bring humanity to theorganization.
8. Brands create community.
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Destination branding fail
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Destination branding basics
A destination branding programmemust study the gap between currentperceptions and desired outcomes.
A destination branding programmemust get the community on side first.
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Sicco van Gelder: brand affinitydimensions
Functional Emotional
Native Cosmopolitan
Ego-oriented Society-oriented
Empathy Association
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United Kingdom
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Switzerland
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France
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Australia
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AustraliaArum Sans
by Wayne Thompson
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Font linking
Right image courtesy of Peter Bil’ak of Typothequewww.typotheque.com
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Branding defined
Branding is the methods in which theorganization communicates,symbolizes and differentiates itself toaudiences.