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…