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The networked brand identityTuesday, 5 August 2014

Roelof P. van den Berg

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Setting the scene

• Sense Observation Systems (Sense)

• develops smartphone apps

• builds context awareness using data

• is aware of associated risk to privacy

• wishes turn privacy into unique selling point

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Outline

1. Introduction

• Research Question

• Relevance

• Methodology

2. Results

3. Discussion

4. Conclusion

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Introduction – Research Question

How to manage the corporate brand

of Sense Observation Systems

so as to encompass

the principles on end-user privacy

present within the corporation?

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Introduction – Relevance

practical

• advice fitting Sense

• insight for communication manager

scientific

• distributed brand management

• includes non-manageable influencers

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Introduction – Methodology (1/2)

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Introduction – Methodology (2/2)

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Outline

1. Introduction

2. Results

• Privacy

• Network

• Advice

3. Discussion

4. Conclusion

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Results – Privacy (1/2)

• 5 aspects related to Sense

• openness and transparency

• individual participation

• use limitation

• reasonable security

• accountability

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Results – Privacy (2/2)

• 2 new aspects related to Sense

• individual ownership

• company access denial

• 2 aspects not related to Sense

• collection limitation

• data quality

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• 6 identity types

related

to the corporate brand

• containing 75 actors

• linked to privacy

aspects

• reduced to 10

representative clusters

Results – Network - Actors

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Results – Network - Clusters

• extensive• selective

• media

• market

• old• new

• Almende• health• sports

• vision

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Results – Advice – Landscapes

v.s. Reasonable SecurityUse Limitation

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Results – Advice – Practical

choose frame of reference

• functional features

• symbolic features

develop stable elements

1. corporate slogan

2. showcase product

3. market strategy

(explicit)

4. corporate vision

(explicit)

43

1

2

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Outline

1. Introduction

2. Results

3. Discussion

• Novelties

• Process

• Future work

4. Conclusion

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Discussion – Novelties (1/2)

in privacy research

• insight in distribution of privacy values

• new privacy aspects

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Discussion – Novelties (2/2)

in brand management

• insight through visual representation

• inner- and intra-identity alignment

• personnel and product identity

• expanded use of link types

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Discussion – Process

Possible bias at

• selection of respondents

• projection bias

• Interpretation of data

• observer bias

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Discussion – Future Work

• validation by communication professionals

• determining similarity measures

• improving visual representation

• identifying change over time

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Outline

1. Introduction

2. Results

3. Discussion

4. Conclusion

• Research Question

• Conclusion

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Conclusion – Research Question

How to manage the corporate brand

of Sense Observation Systems

so as to encompass

the principles on end-user privacy

present within the corporation?

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Conclusion

• brand management tool

• provides insight

• informed decisions

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The networked brand identityTuesday, 5 August 2014

Roelof P. van den Berg

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Appendix – Actor Clusters (1/3)

• extensive• selective

• media

• market

• old• new

• Almende• health• sports

• vision

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Appendix – Actor Clusters (2/3)

• Personnel identity

• Product identity

• Communicated

identity

limited in their expressions on privacy

wide vocabulary on privacy

many Sense products, incl. back-end

systems

small cluster covering recent Sense

products

online media, conferences, press media

selective

extensive

old

new

media

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Sense’s siblings, and its parent company

organizations keen on keeping data access

restricted

organizations interested in sharing everything

competitors, legislators, the ideal place in the

market

Sense’s top management

Appendix – Actor Clusters (3/3)

• Conceived identity

• Ideal identity

• Desired identity

Almende

health

sports

market

vision

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Appendix – Privacy Landscapes (1/2)

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Appendix – Privacy Landscapes (2/2)

In literature and interviews Interviews only

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Appendix – Observer Bias (1/2)

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Appendix – Observer Bias (2/2)