Ideo brand analysis
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- 1. Brand Analysis IDEOIntegrated Brand Management Sancharee Saha 17th January 2013
2. Who is IDEO Brand Analysis Framework Initial and Revised ConsumerCost Convenience Communication Content Conclusion & Recommendations 3. Who is 22-year-old innovation and design consultancy?formed by the joined forces of Bill Moggridge, Mike Nutall and David Kelly in 1991 Uses a human-centered, design-based approach to help organizations in the business, government, education, healthcare, and social sectors innovate and grow (IDEO, 2013). Angela Wilkinson, Head of special projects at Shell engineers feel the need to reject the emotional aspect of creating products as for them, emotion implies losing control. 4. 4Cs of BrandingInspired by 4Ps of MarketingProduct Price Place PromotionBrand Analysis Framework A framework to understand the Internal view of IDEOs external Business environmentPerceived View Portrayed View 5. Human-centered design process Brand positioning through empathytowards its consumers. Awards in product design endorse theirmethods and also advertise their success AttractsConsumers Design Students Entrepreneurs Industry Professionals Prospective employees Public 6. Cost Perceived Value Celebrity SpokespersonPerceived Value Express their propositionconsistently. Helps them to understandthe customer purchase behaviour Helps to make their productsor services less substitutable 7. Expanding its services for better business also provides convenience to its existing and prospective customers.Convenience11 locations all over the worldOpen new offices in hometowns of home-sick employees who want to stay with IDEO- High employee satisfaction 8. Online Presence Twitter Facebook Youtube Vimeo Instagram Brand ArchitectureCommunicationOpenIDEO.com Tenfacesofinnovation.com Designthinkingforeducators.com Ideotoylab.com 9. Although from the outside some brands may look as though they are conquering the world , all brands are always insecure Openness about their method =-Wally Olins Has presence in various countries.Confidence Employees not paid well = Brand Image IDEO is not perceived as a brandWho is really in charge? Conclusion and RecommendationsProject managers from different cultures need to keep the brand values consistent. Email and Twitter contact with IDEO 10. Bibliography Brown, T (2009) Change by Design. New York : HarperCollinsBROWN, T (2008) Design Thinking. Harvard Business review (June) pp. 1-9COOPER, R and PRESS, M (1995) Design Agenda. Chichester : WileyDUST, F (2008) London : a field guide for the curious. San Francisco : Chronicle BooksFREDMAN, C (2002) The IDEO Difference. Hemispheres (August) pp. 52-57RAPIDBI (2007) Deep Dive brainstorming technique, an innovative process for organizational development [WWW] RAPIDBI. Available from: http://rapidbi.com/deepdivebrainstormingorganizationaldevelopment/ [Accessed 10/01/2013]DAWSON, T (2013) The Drivers Of Brand Storytelling Strategy [WWW] Branding Strategy Insider. Available from: http://www.brandingstrategyinsider.com/brand-storytelling/ [Accessed 8/01/2013]MCCLEAN, R (2012) The 4 C's versus the 4 P's of Marketing [WWW] Custom Fit Communications Group Inc. Available from: http://www.customfitonline.com/news/2012/10/19/4-cs-versus-the-4-ps-of-marketing/ [Accessed 9/01/2013]BHASIN, H (2011) Alternate Marketing mix Four Cs of Marketing [WWW] Marketing91.com. Available from: http://www.marketing91.com/alternatemarketing-mix-marketing/ [Accessed 9/01/2013]VIRTUAL ADVISOR (2000) Designed Chaos - An interview with David Kelley, founder and CEO of IDEO [WWW] Virtual Advisor. Available from: http://www.vainteractive.com/inbusiness/editorial/bizdev/articles/ideo.html [Accessed 11/01.2013]IDEO (2013) IDEO Fact Sheet [WWW] IDEO. Available from http://www.ideo.com/about/ [Accessed 8/1/2013]KELLY, T (2001) The Art of Innovation. London : HarperCollinsBusinessKELLY, T (2006) The Ten Faces of Innovation. London : ProfileLOCKWOOD, T (2010) Design Thinking. New York, NY : Allworth PressLURY, G (2001) Brandwatching, Lifting the Lid on Branding. Ireland: Blackhall PublishingMOZOTA, B (2003) Design Management. New York : AllworthMYERSON, J (2004) Masters of Innovation. London: Laurence King Publishing Ltd.OLINS, W (2003) On Brand. London : Thames & HudsonRIEZEBOS, R (2003) Brand Management. Harlow : Financial Times Prentice HallROCHA, M (2012) Brand Valuation, a versatile, strategic tool for business. Interbrand. pp. 2-7VANAUKEN, B (2007) The Brand Audit [WWW] Brand Strategy Insider. Available from: www.brandingstrategyinsider.com/2007/12/the-brand-audit.html [Accessed 9/01/2013]KELLEY, T (2013) How to design breakthrough inventions [WWW] CBS News. Available from: http://www.cbsnews.com/video/watch/?id=50138327n [Accessed 10/01/2013]SHAUGHNESSY, A (2002) IDEO focused on the end-user. Printed Circuit Design, 19(3), pp. 50-51. 11. Thank you Questions?