BR-ND KITCHENA strategy driven branding game for creating possible

settings for appealing brands and what the brand could

become in terms of naming, design & activation

A game which makes possible for BR-ND to co-create with

clients appealing brands in an inspiring and fun way

Based on scientific research

Brands stimulate desire when they trigger specific human drives

Brands are build from intensive collaboration

<< Vision

Mission >>

Create together with the client the first steps of an appealing brand

Combining fun, science, play and a different mindset helps people create appealing brands

<< Insight

The SIX-C-MODEL® provides insights and direction

Client + the BR-ND interdisciplinary branding team(between 9 and 12 people)

<< Who

Playing with science Co-creation

BR-ND KITCHEN

A strategy driven branding game for co-creating appealing

brand recipies

Inspiration

PromotionBR-ND

Teambuilding

Categorydrives

Knowledgetransfer

(sub)consciousselection

Discussion

Client relationdevelopment Sub-goals of the game

Goal of the game

Game essence

Game goals >>

Analysis Creation Decision Implementation

When >>

The game is the kick-off in the creation phase in branding

BR-ND KITCHEN

Why (product) >>

Besides a great team experience you will have created three different cocktails/recipes

<< bottom-line

A different approach to brand creation

THE GAME FURTHER EXPLAINED

THE GAME 23PLUSONE

BASIS

ULTIMATE GOAL / DREAM

The 23plusone cocktail placed on the BR-ND TRINITY

BR-ND KITCHEN MOODBOARD

THE GAME BUILD-UP

Insight

Inspiration

Info/introBR-N

D KITCH

EN

Strategy(now

& future)

Status Quo

Experimenting

with 23plusone

Co-creating cocktails/recipes

Consequences

Adjustments

Put the strategyon the table

BR-ND

Branding knowledge

23plusone

Take a look around

Realize what others do

For naming For activation

For design

For innovation

Final tweaksto the cocktails/

recipes

Play with different combinations

of the human drives

Co-createcocktail/recipe 1

For personality

Look at the 23plusone profile of

the brand & category

Co-create cocktail/recipe 2

Co-create cocktail/recipe 3

S F

THE GAME LEVELS

BR-ND KITCHEN

Level 1TheDrives

Level 2StrategyDriven

Level 3CocktailCreation

A playful MiniGame which allows you to discover the

human drive domains. At the end you will identify your

brand profile and the category drives

A rational MiniGame that identifies your current strategy and how you see your strategy in the future. This MiniGame

will also provide you with enough inspiration to build appealing cocktails/recipes A MiniGame where you

co-create 3 cocktails and play with them through exploration

StandaardStrategy

consequences

Optional

Design

exploration

Optional

Activation

exploration

Optional

Nam

ing exploration

IntroductionA

short movie/anim

ation about brands, branding, 23plusone and the introduction of the gam

e theme

THE GAME LEVELS LAYER VIEW

6

5

4

3

2

106

54

32

10

6

5432

1

0

“Naming level”

CocktailCreation level

“Design level”

“Activation level”

Base platform

StrategyDriven level

TheDrives level

Team base

Inner ring

MA

IN G

AM

E LE

VELS

OPT

ION

AL

GA

ME

LEVE

LS

GAME LAYER VIEW

Colour wheelColour wheel

Inner ring

TheDrives level

StrategyDriven level

CocktailCreation level

Naming level

Design level

Activation level

Base platform

Team baseM

ainGam

e levelsO

ptionalGam

e levels

MORE INFO?

Alexander Koene

koene@br-nd.com

+31(0)6 53801287

Kim Cramer

cramer@br-nd.com

+31(0)6 22973804

Joost Galjart

galjart@br-nd.com

+31(0)6 48017780

visit www.br-nd.com

PASSIONATETHINKERS,CREATIVE DOERS.