wirDesign-Vortrag: Story-Telling von Norbert Gabrysch in Bejing (engl.)
-
Upload
wirdesign-communications-ag -
Category
Design
-
view
558 -
download
6
description
Transcript of wirDesign-Vortrag: Story-Telling von Norbert Gabrysch in Bejing (engl.)
May 2013 › DDC › StoryDrive
Treasure hunter,wirDesign,Norbert Gabrysch
1
CORPORATE
BRAND
SOLUTIONS
May 2013, DDC, StoryDrive
May 2013 › DDC › StoryDrive
Ni hao! 你好 !
Firstly, thank you very much for inviting me!
Secondly, I‘d like to introduce myself to you:
2
May 2013 › DDC › StoryDrive3
› Norbert Gabrysch
› Communication Designer
› Co-founder of the brand and design
agency wirDesign
› Main focus: Corporate Design and
Corporate Communications
› Teacher and advisor at several
Universities
4
CORPORATE
BRAND
SOLUTIONS
Treasure hunter?
May 2013 › DDC › StoryDrive5
My topic: BRANDSCorporate brands and produkt brands
My belief:Every successful brand has a good story.
My profession:To find/create these stories and make them visible.
May 2013 › DDC › StoryDrive6
People love stories!
Which stories are especially emotionally
touching?
Stories, that are:
› unique,
› authentic
› and true!
May 2013 › DDC › StoryDrive
To find the true story behind a successful brand is like
7
treasure hunting.
For that reason we have the following philosophy and
guidelines for our work:
CORPORATE
BRAND
SOLUTIONS
In our hearts, we are treasure hunters
We believe that successful corporate brands rely on truths.
These treasures lie in the personality, the skills and the performance
of a company. We have the knowledge and the tools to systematically
bring these truths to the surface, and reveal the substance for
credible branding that draws its appeal from inner values.
In so doing, we help our customers to turn valuable truths into value-
added brands.
May 2013 › DDC › StoryDrive9
In our hearts, we are treasure hunters
We believe that successful corporate brands rely on truths.
These treasures lie in the personality, the skills and the performance
of a company. We have the knowledge and the tools to systematically
bring these truths to the surface, and reveal the substance for
credible branding that draws its appeal from inner values.
In so doing, we help our customers to turn valuable truths into value-
added brands.
May 2013 › DDC › StoryDrive10
May 2013 › DDC › StoryDrive11
to sum it up:
treasure huntersWe are
by heart.
May 2013 › DDC › StoryDrive12
tell you a storyI already
– the story behind the corporate brandwirDesign.
13
CORPORATE
BRAND
SOLUTIONS
› Founded in 1983
› Located at Braunschweig / Berlin (Ger)
› 50 people
› Focus: Corporate Brands and
Corporate Communications
› Ranking: Amongst the 10 largest
independent CI /CD agencies in
Germany
May 2013 › DDC › StoryDrive14
References
May 2013 › DDC › StoryDrive15
Every successful brandhas a good story?
3 proofs– demonstrated by 3 international well-known brands
Two students invented a printed circuit board (PCB)
for computers in a garage in 1976. One of them loved
to eat apples and his favorite type of apples was
»McIntosh«.
All they did was different – and especially good ...
May 2013 › DDC › StoryDrive16
Listen to this story first:
What brand is it?
May 2013 › DDC › StoryDrive17
May 2013 › DDC › StoryDrive18
May 2013 › DDC › StoryDrive19
May 2013 › DDC › StoryDrive20
Starting withVolkswagen:
one reliable carfor everybody …
May 2013 › DDC › StoryDrive21
… ending up with
many differentcars for everybody.
Volkswagen:Starting withone reliable carfor many people …
May 2013 › DDC › StoryDrive22
What story tells the swiss watch brand »Swatch«?
May 2013 › DDC › StoryDrive23
Swatch: Innovative technique
Only 51 insteadof 150 parts
May 2013 › DDC › StoryDrive24
Swatch: Innovative concept of design
May 2013 › DDC › StoryDrive25
BRAND
CONCEPT
Brand strategy,
brand architecture,
brand positioning,
mission statements
BRAND
DESIGN
Analyses, re-launch and
development of Corporate
Design, naming and claim
developement
BRAND
COMMUNICATION
Communication concepts,
realization of internal and
external campagnes
ANNUAL
REPORTING
Annual and sustainability
reporting: print and online
Our performances within the branding process
BRAND IMPLEMENTATION
Documentation, Corporate
Design toolbox, brand
management systems,
user integration
May 2013 › DDC › StoryDrive26
3 Examplesfrom my experience
... refering to our core activities:
› Brand Design
› Brand Implementation
› Brand Communication
May 2013 › DDC › StoryDrive27
How do we find stories, that bring success to brands?
of today useTreasure hunters
modern tools.
May 2013 › DDC › StoryDrive28
wirDesign BrandExplorer®Defining and implementing core attributes of corporate brands
RATIONAL
BENEFIT
Which competences and
performances of the brand
are relevant to the
stakeholders?
EMOTIONAL
BENEFIT
Which emotional value
features the brand due to its
personality?
PERFORMANCE
Which performances and
competences
demonstrates the brand
in the market?
PERSONALITY
Which values, attitutes and
characteristics create trust
and commitment?BRAND CORE
What are the utmosts
concerns of a company
shown by the brand?
May 2013 › DDC › StoryDrive29
of a brand story is the
Examples:
logo.
The smallest element
May 2013 › DDC › StoryDrive30
Task: Creating a new logo.
Adveniat
A German relief organisation (NGO), that supports projects for needy people Latin America.
May 2013 › DDC › StoryDrive31
more life quality in Latin America.
little construction stones towardssmall projects and install step by step
We support a variety (diversity) of
The story behind the brand Adveniat:
May 2013 › DDC › StoryDrive132a
May 2013 › DDC › StoryDrive232b
May 2013 › DDC › StoryDrive332c
May 2013 › DDC › StoryDrive433a
May 2013 › DDC › StoryDrive5
for the people of Latin America
33b
May 2013 › DDC › StoryDrive34
Irit nonsed minis
Ulla facidunt augait, velis elent ad enim
Hier steht die Headline Quat Tumsandi onu!
Irit nonsed minis
May 2013 › DDC › StoryDrive35
But not just the logo alone, the whole look and feel of a brand should tell the successful story of the company.
Corporate Design.
This as visual basis for all communications is what we call
May 2013 › DDC › StoryDrive36
A German company for pharmaceutical and medical products
May 2013 › DDC › StoryDrive
The essence of the B.Braun brand story is focused
on the company‘s claim:
37
Sharing Expertise.
May 2013 › DDC › StoryDrive38
Brand essence
(Brand statement)
Values and
characteristics
Competences
(Reason why)
Emotional and rational
benefits
* working title
innovative
sustainableefficient
technological leadership
efficiency optimisationprocess speed-up
responsibility
The company that understands the processes in hospitals.
The flexible one stop shopping supplier.
The company that is well known at practitioners/nursing organisations.
The company that understands surgery.
The
knowledge
company*
Brand positioning of B. Braun
May 2013 › DDC › StoryDrive
The story can be summarised in just two words.
39
May 2013 › DDC › StoryDrive40
» With the claim Sharing
Expertise B.Braun promisses to its clients and colleagues to share medical knowledge and knwo-how about health as well as using and maintaining this knowledge through communication with its partners.«
Ludwig Georg Braun, 2002
May 2013 › DDC › StoryDrive41 ›› DDDDCC ›› StStororyDyDririveve
May 2013 › DDC › StoryDrive42
Sharing Expertise means »connecting«
May 2013 › DDC › StoryDrive43
We symbolise this with a ribbon.
May 2013 › DDC › StoryDrive44
The B. Braun brand ribbon
May 2013 › DDC › StoryDrive45
One design principle, many applications
May 2013 › DDC › StoryDrive46
Brochures
May 2013 › DDC › StoryDrive47
Advertisements
May 2013 › DDC › StoryDrive48
Mobile Internet
May 2013 › DDC › StoryDrive49
Packaging
May 2013 › DDC › StoryDrive50
Events and exhibitions
Chirurgische Instrumente nach DIN/ISO versprechen 100% Qualität und Präzision. Wenn es aber um die Arbeit im OP geht, kommt es auf jeden Millimeter an. Deshalbschaffen wir immer wieder eigene Normen. Bei den Nadelhaltern MAYO-HEGAR un-serer Sparte Aesculap zum Beispiel minimieren wir die Fertigungstoleranz von 5 auf nur1,5 mm. Das sind 233% mehr Präzision, drei Mal soviel Zuverlässigkeit und ein Vielfaches an Sicherheit für Ärzte und Patienten. Qualitätsstandards jenseits der üblichen Grenzen – bei allen medizinischen Produkten, an allen Standorten, zu jeder Zeit. B. Braun.
B. Braun Melsungen AG | 34209 Melsungen | Deutschland · www.bbraun.de
sind und 233% zu wenig.
Venenpunktion
Vasofixfi ® Safety and Introcan Safty®
Sicherheitsvenenverweilkanülen von B. Braun
Optimierte Flüssigkeitstherapie für besondere Ansprüche
Weil Kinder eben Kinder sind
May 2013 › DDC › StoryDrive51
One monilithic corporate design
May 2013 › DDC › StoryDrive52
Design definitions for films
May 2013 › DDC › StoryDrive53
Online plattform for the brand
Corporate Brand Guide
May 2013 › DDC › StoryDrive54
Every employee has to understand the brand story and act like that. The process to reach that is called
Implementation
What is neccessary for a successful brand story? Steadiness and sustainability!
5%
64%
32% Employer behaviour
Mass media
Source: Studie »Behavioral Branding«,
Tomczak/Henkel 2007May 2013 › DDC › StoryDrive
Influencing elements for brand building
55
Implementation of strategy
Emotional blockades
Technical blockades
May 2013 › DDC › StoryDrive
The two big challenges of an implementation process
656a
Implementation of strategy
Emotional blockades
Technical blockades
May 2013 › DDC › StoryDrive
The two big challenges of an implementation process
7
Ich will nicht!
Ich kann nicht!
I don‘t want!
I can‘t!
56b
Information
Involvement
Implementation
Head
Heart
Hand
May 2013 › DDC › StoryDrive
The »wirDesign implementation principle«
57
May 2013 › DDC › StoryDrive
Experiencing discrepancies
58
May 2013 › DDC › StoryDrive59
May 2013 › DDC › StoryDrive60
May 2013 › DDC › StoryDrive61
Volkswagen AG
»www.volkswagen.de«Online infohub for everybody who is interested in education, jobs and carrier at Volkswagen
May 2013 › DDC › StoryDrive
Background
› The company Volkswagen AG re-launched its company
website, including the section »Volkswagen carrier«
› Profound information for all that are interested in
working for Volkswagen
› Successful carriers are complex
› The section »Volkswagen carrier« meets this
circumstance. But which are the elements that transport
the major aspects emotionally and trustworthy?
62
May 2013 › DDC › StoryDrive63
How can we communicate the carrier opportunities at Volkswagenauthentical and clear to aninternational audience?
May 2013 › DDC › StoryDrive64
the people We bring
into focus and tell theirstories.
May 2013 › DDC › StoryDrive65
This for example is Lisa B.,we documented her education at Volkswagen with the camera.
May 2013 › DDC › StoryDrive66
May 2013 › DDC › StoryDrive67
May 2013 › DDC › StoryDrive68
May 2013 › DDC › StoryDrive69
May 2013 › DDC › StoryDrive70
May 2013 › DDC › StoryDrive71
May 2013 › DDC › StoryDrive72
May 2013 › DDC › StoryDrive73
May 2013 › DDC › StoryDrive74
May 2013 › DDC › StoryDrive75
May 2013 › DDC › StoryDrive76
The result: 13.000 pictures and 11 personal stories
May 2013 › DDC › StoryDrive77
May 2013 › DDC › StoryDrive78
Niedersächsische Landesforsten
Finally, a »sounding story« from my home country – about the German forest.
WALDKLANG
Nachhaltigkeit – Landesforsten setzen auf ein altes wie einfaches Prinzip
Vorbild Natur – Grundlage des stetigen Wachstums
Unternehmens porträt
May 2013 › DDC › StoryDrive
LANG Geschäftsbericht 2011
Nachhaltigkeit – Landesforsten setzen auf ein altes wie einfaches Prinzip Häufig heißt es: »Nachhaltigkeit ist etwas für Schönwetterzeiten.«
Nicht so in der Forstwirtschaft. Hier ist das Prinzip in Notzeiten
entstanden, als die Übernutzung der Holzvorräte bedrohliche
Versorgungsengpässe in den Holz verarbeitenden Bereichen
erzeugte. Seit nunmehr etwa 300 Jahren ist die Nachhaltigkeit
das dominierende Leitbild im Wald. Mehr zu nutzen als nachhaltig
nachwächst, geht auf Kosten der Substanz und damit nur begrenzt.
Auf unseren Flächen wachsen pro Tag knapp 6.000 Fm HolzTT
nach, das sind pro Stunde etwa 250 Fm, die wir nachhaltig dem
Wald entnehmen können. Je nach Markt- und Preislage ernten
wir marktkonform mal mehr und mal weniger Holz. Unser nach-
haltiger Umgang mit dem Wald hat dazu geführt, dass heute so
viel, so altes und so wertvolles Holz wie niemals zuvor seit dem
Mittelalter im Niedersächsischen Landeswald wächst.
Vorbild Natur – Grundlage des stetigen WachstumEin klimaschädliches Treibhausgas als gesellschaf
produkt, kostenloses Regenwasser und kostenlos
werden umgewandelt in einen nachwachsenden
Kohlendioxid (CO2), 0,56 kg Wasser (H2O) und 18
energie ergeben 1 kg Biomasse – Holz in unserem
Abfallprodukt 1 kg Sauerstoff (O2) und 18,5 MJ H
ausgedrückt: 6 CO2 + 6 H2O + e = C6H12O6 + 6 O2. I
Fotosynthese für uns arbeiten lassen, nutzen wir
Kriterien innovatives Produktionsverfahren der N
nachwachsenden Rohstoff zu produzieren. Die la
sche Waldentwicklung – LÖWE – beschreibt unse
naturnahen Wirtschaftens.
Unternehmensporträts
7
stliches Abfall-
se Sonnenenergie
Rohstoff. 1,44 kg
8,5 MJ Sonnen-
m Fall – und als
Heizwert. Anders
ndem wir die
ein nach heutigen
Natur, um einen
angfristige ökologi-
ere Prinzipien
WALDDKL
79
The story about the second biggest state owner of German forest is told in print (annual report) and digital products.
May 2013 › DDC › StoryDrive80
Stories about the »emotional product« forrest, are the more fascinating the more sences are adressed ...
How does the forest sound?
May 2013 › DDC › StoryDrive81
99 May 2013 › DDC › StoryDrive82
May 2013 › DDC › StoryDrive83
May 2013 › DDC › StoryDrive84
CORPORATE
BRAND
SOLUTIONS
CORPORATE
BRAND
SOLUTIONS
CORPORATE
BRAND
SOLUTIONS
zài jiàn! 再 !
Thanks a lot for your attention!
Norbert [email protected]