Wunder_my brand_Design Academy Eindhoven
Transcript of Wunder_my brand_Design Academy Eindhoven
Design Academy - June 2015 -
branding
hi… I am Alef de Jong creative strategist
my ambition my business my network my brand
what is a brand?
a brand is a feeling
a brand is a feeling about: a product, organization or person
it’s not about what you say it’s about what they say it is
Your brand is what people say about you, when you are not in the room.
Jeff Bezos founder Amazon
the set of ideas a company or product stands for in people’s mind
shaped by that company or product’s actions
and recognized through a visual and verbal style
a brand is:
what you do is way more important than what you say!
we help create meaning
brand consumertransmits to
there is a dialogue
brand consumerdialoog
brands are build by consumers
brands are build and destroyed by consumers
why do we build brands?
a brand creates: preference and brand equity
is this a Gispen? Yes: € 100,- No: € 10,-
politieke merken
corporate merken
museummerken
every thing can be a brand
old advertising agencies campaign to sell products3 years
new brand agencies identity to drive organizations20 years
two traditions
to become a strong brand: 1) focus on what you’re good at 2) be relevant for your customer 3) distinguish yourself from others
two ways of thinking
two ways of thinking
brandconsumer
inside - out
two ways of thinking
outside - in
consumerbrand
two ways of thinking
outside - in
consumerbrand
inside - out&
brand positioning canvas
anal
ysis
2 distinction3 relevance
4 target group and competition choice
8 reason to believe 5 brand values
6 meaning7 benefit
9 brand essence
1 brand identity
cho
ice
s
3 p model
proposition purpose personality
3 p model
proposition purpose personality
proposition
what do I get? is it worth the money? what makes it better than the competition?
affordable solutions for better living
Walk In The Park
Great care, Great fare
3 p model
proposition purpose personality
personality
how does it feel? how do you do
things? how do you come
across?
Innocent drinks
Converse
3 p model
proposition purpose personality
purpose
why should anyone care? why should we do this? why do we exist?
triodos bank
Virgin
Summary:
- a brand creates preference and add’s value - a brand has focuses, is relevant and distinguishes itself
- a strong brand also has eye for the consumer
questions?
I have one question for you:
we are looking for a summer trainee for our design studio…