Masterclass Prospex presentatie Total Identity handout 2 oktober
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Total Identity, university lecture 17th september 2014, TOTAL IDENTITY, Bob van der Lee Meer verkopen door een sterk merk The power of branding 2 oktober 2014 Bob van der Lee [email protected] 0031-681477000 Jitze Reeder [email protected] 0031-634684647 Total Identity
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Transcript of Masterclass Prospex presentatie Total Identity handout 2 oktober
Total Identity, agency presentation
17th september 2014, TOTAL IDENTITY, Bob van der Lee
Total Identity, university lecture
17th september 2014, TOTAL IDENTITY, Bob van der Lee
Meer verkopen door een sterk merkThe power of branding2 oktober 2014
Bob van der [email protected]
Jitze [email protected]
Total Identity
• 50 years of experienc
e
• Independent agency
• Integral disciplines
• International clients
• 85 design professiona
ls
• European design bas
ed
Total Identity, Masterclass Prospex3
1984
1991
1979
1966
1968
1965
50 YEARS OF DUTCH DESIGN HERITAGE
1967
1993
TDAssociatie voor
Total Design nv
1994
1999
2001
2003
2004
2006
TOTAL IDENTITY
2007
2010
2011
2011
2013
Total Identity, Masterclass Prospex
LOCAL STRENGTH, INTERNATIONAL REACH
4
Total Identity, agency presentation
17th september 2014, TOTAL IDENTITY, Bob van der Lee
Total Identity, university lecture
17th september 2014, TOTAL IDENTITY, Bob van der Lee
Identiteit Imago
symbolics
communication
behaviour
Collective ambition
Desired position
Engagement
Een sterk merk begint met een sterke identiteit
Total Identity, agency presentation
17th september 2014, TOTAL IDENTITY, Bob van der Lee
Total Identity, university lecture
17th september 2014, TOTAL IDENTITY, Bob van der Lee
Iconic identity in 6 stappen
Total Identity, agency presentation
17th september 2014, TOTAL IDENTITY, Bob van der Lee
Total Identity, university lecture
17th september 2014, TOTAL IDENTITY, Bob van der Lee
POSITION
STORY
CONTEXT
CONCEPT
DYNAMICS
STRUCTURE
Total Identity, agency presentation
17th september 2014, TOTAL IDENTITY, Bob van der Lee
Total Identity, university lecture
17th september 2014, TOTAL IDENTITY, Bob van der Lee
1. Context
Total Identity, Masterclass Prospex
Total Identity, Masterclass Prospex
Total Identity, Masterclass Prospex
Total Identity, Masterclass Prospex
Corporates
Ownership
Products
Mass production
Mass
communication
Multichannel
Timing
Expenses
Communities
Access
Service concepts
Mass
Personalisation
1:1 relationships
Omnichannel
Continuous
Experience
Total Identity, agency presentation
17th september 2014, TOTAL IDENTITY, Bob van der Lee
Total Identity, university lecture
17th september 2014, TOTAL IDENTITY, Bob van der Lee
2. Positionering
Total Identity, Masterclass Prospex
De socioloIcal dimension
THE BLACK
HOLE
Innocent
Explorer
Caregiver
Lover
Magician
Hero
Creator
Sage
Ruler
Outlaw
CollectiveIndividual
Freedom
Order
De
psy
cho
logi
sch
e d
imen
sie
Feeling typeThinking type
Sensing typeIntuitive type
Jester
Everyman
Total Identity, Masterclass Prospex
KERNWAARDENCORE VALUES
What are our essential values?
SYMBOLIEKSYMBOLICICONS
MERKBELOFTEPROPOSITION What is our central brand promise?
BEWIJSVOERINGSUPPORTING EVIDENCE What is our supporting evidence?
AMBITIEAMBITION How are we going to achieve this?
MISSIEMISSION What role do we play in this?
VISIEVISION How do we look at the world?
MERK ARCHETYPEBRAND ARCHETYPE
PAY OFFTAGLINE
MERKPERSOONLIJKHEIDBRAND PERSONALITY
What’s our caracter like?
RANDVOORWAARDENTABLESTAKES
What are the hygiene factors in our industry?
VISUELE STIJLTONE OF VISUAL
INSTRUMENTELE VOORDELENINSTRUMENTAL ADVANTAGES
What are our rational usp’s?
EMOTIONELE VOORDELENEMOTIONAL ADVANTAGES
what are our emotional usp’s?
KERNDOELGROEPCORE TARGET AUDIENCE
Who are our core target audiences?
BELANGHEBBENDENSTAKEHOLDERS
Who are our stakeholders and what is their agenda?
GROOTSTE VALKUILBIGGEST PITFALL
What’s our biggest pitfall?
Total Identity, Masterclass Prospex
Randvoorwaarden
MerkpersoonlijkheidKernwaarden
Randvoorwaarden Cliche’s
Total Identity, agency presentation
17th september 2014, TOTAL IDENTITY, Bob van der Lee
Total Identity, university lecture
17th september 2014, TOTAL IDENTITY, Bob van der Lee
3. Brand story
Total Identity, Masterclass Prospex
Total Identity, Masterclass Prospex
Total Identity, Masterclass Prospex
Corporate Branding
Total Identity, Masterclass Prospex
Cliche’s
MerkpersoonlijkheidKernwaarden
Randvoorwaarden Cliche’s
Total Identity, agency presentation
17th september 2014, TOTAL IDENTITY, Bob van der Lee
Total Identity, university lecture
17th september 2014, TOTAL IDENTITY, Bob van der Lee
4. Architectuur
Total Identity, Masterclass Prospex
Brand architectures
Total Identity, Masterclass Prospex
House of brands
Total Identity, Masterclass Prospex
Brand architecture - Endorsed
Total Identity, Masterclass Prospex
Monolitic
Total Identity, agency presentation
17th september 2014, TOTAL IDENTITY, Bob van der Lee
Total Identity, university lecture
17th september 2014, TOTAL IDENTITY, Bob van der Lee
5. Brand dynamics
Total Identity, Masterclass Prospex
*Paul Hughes, Dynamic identities
We are living
In a living world
With living organisations
That cry out for living brands
Total Identity, Masterclass Prospex
Total Identity, Masterclass Prospex
Total Identity, Masterclass Prospex
Total Identity, Masterclass Prospex
Total Identity, agency presentation
17th september 2014, TOTAL IDENTITY, Bob van der Lee
Total Identity, university lecture
17th september 2014, TOTAL IDENTITY, Bob van der Lee
6. Creative concept
Total Identity, Masterclass Prospex
Total Identity, Masterclass Prospex
Total Identity, Masterclass Prospex
Total Identity, Masterclass Prospex
Total Identity, Masterclass Prospex
Total Identity, agency presentation
17th september 2014, TOTAL IDENTITY, Bob van der Lee
Total Identity, university lecture
17th september 2014, TOTAL IDENTITY, Bob van der Lee
POSITION
STORY
CONTEXT
CONCEPT
DYNAMICS
STRUCTURE
Total Identity, agency presentation
17th september 2014, TOTAL IDENTITY, Bob van der Lee
Total Identity, university lecture
17th september 2014, TOTAL IDENTITY, Bob van der Lee
Dank voor uw aandacht2 oktober 2014
Total Identity
Bob van der Lee
0031-681477000
Jitze Reeder
0031-634684647
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