Post on 08-Apr-2016
description
Design Studio
NABA - Design Studio 2010 - communication class 23h september, 2010, BRAND?
what about BRAND?
communication class
what about BRAND?
Design Studiowhat are we doing today?
what about BRAND?9.00 - 12.00
# lecture - what about BRAND?- BRAND special initiatives
# work in class- what about IRIS (active) ?
NABA - Design Studio 2010 - communication class 23h september, 2010, BRAND?
NABA - Design Studio 2010 - communication class 23h september, 2010, BRAND?
what about BRAND?
brand?
NABA - Design Studio 2010 - communication class 23h september, 2010, BRAND?
brand | definition
Here is the famous advertising copywriter and ad agency founder David Ogilvy’s definition of a brand:
The intangible sum of a product’s attributes: its name, packaging, and price, its history, its reputation, and the way it’s advertised.
NABA - Design Studio 2010 - communication class 23h september, 2010, BRAND?
brand | definition
from wikipedia:
A brand is the identity of a specific product, service, or business.
A brand can take many forms, including a name, sign, symbol, color combination or slogan.
NABA - Design Studio 2010 - communication class 23h september, 2010, BRAND?
brand | definition
The word brand began simply as a way to tell one person’s cattle from another by means of a hot iron stamp.
The word brand has continued to evolve to encompass identity - it affects the personality of a product, company or service.
NABA - Design Studio 2010 - communication class 23h september, 2010, BRAND?
productservice company
brand
A brand is the personality that identifies a product, service or company (name, term, sign, symbol, or design, or combination of them)
and how it relates to key constituencies: (Customers, Staff, Partners, Investors etc)
name, term, sign,
symbol, design,
....
customerstaffpartnersinvestors....
brand | definition
NABA - Design Studio 2010 - communication class 23h september, 2010, BRAND?
brand | examples
Coca Cola
NABA - Design Studio 2010 - communication class 23h september, 2010, BRAND?
brand | examples
Apple
NABA - Design Studio 2010 - communication class 23h september, 2010, BRAND?
brand | examples
Virgin
NABA - Design Studio 2010 - communication class 23h september, 2010, BRAND?
brand | examples
Disney
NABA - Design Studio 2010 - communication class 23h september, 2010, BRAND?
brand | examples
prada
NABA - Design Studio 2010 - communication class 23h september, 2010, BRAND?
brand | summing up
a brand is all things that help a customer form an opinion about a company or a product:
NABA - Design Studio 2010 - communication class 23h september, 2010, BRAND?
brand | summing up
a brand is all things that help a customer form an opinion about a company or a product:
every element that leaves a lasting impression or have influence on a customer opinion is part of the brand.
NABA - Design Studio 2010 - communication class 23h september, 2010, BRAND?
brand | summing up
a brand is all things that help a customer form an opinion about a company or a product:
brand is product
NABA - Design Studio 2010 - communication class 23h september, 2010, BRAND?
brand | summing up
a brand is all things that help a customer form an opinion about a company or a product:
brand is services
NABA - Design Studio 2010 - communication class 23h september, 2010, BRAND?
brand | summing up
a brand is all things that help a customer form an opinion about a company or a product:
brand is experience
NABA - Design Studio 2010 - communication class 23h september, 2010, BRAND?
brand | summing up
a brand is a promise.it’s a non spoken contract that a company makes with its customers.
it’s the way a company lets the customer know what it stands for and why it’s important in their lives.
The process of creating this unspoken contract and promise is call branding.
NABA - Design Studio 2010 - communication class 23h september, 2010, BRAND?
brand | summing up
What makes up a brand?a successfull brand could be described by 5 core components:
NABA - Design Studio 2010 - communication class 23h september, 2010, BRAND?
brand | summing up
What makes up a brand?a successfull brand could be described by 5 core components:
the first component is positioning,define what the brand stands for
NABA - Design Studio 2010 - communication class 23h september, 2010, BRAND?
brand | summing up
What makes up a brand?a successfull brand could be described by 5 core components:
the second component is story telling.story telling catches the customers with an emotional connection they can relate to
NABA - Design Studio 2010 - communication class 23h september, 2010, BRAND?
brand | summing up
What makes up a brand?a successfull brand could be described by 5 core components:
Design is the third component:Design crafts the entire experience: from company operations and customer service to business cards and website
NABA - Design Studio 2010 - communication class 23h september, 2010, BRAND?
brand | summing up
What makes up a brand?a successfull brand could be described by 5 core components:
The fourth component is price:price extablishes a brand value and worth
149.99 $
NABA - Design Studio 2010 - communication class 23h september, 2010, BRAND?
brand | summing up
What makes up a brand?a successfull brand could be described by 5 core components:
The final component of a brand is relationships.relationships make a customer feel special and a part of a something greater.
NABA - Design Studio 2010 - communication class 23h september, 2010, BRAND?
brand | summing up
what does branding do?branding does a lot of useful things
- branding reinforces reputation- branding incourages loyalty- branding assures quality- branding conveys worlds- branding guarantee access into a community that customers can relate to, and be a part of
NABA - Design Studio 2010 - communication class 23h september, 2010, BRAND?
brand | summing up
what does branding not do?
- branding cannot rescue aq lousy service or salvage a flood product- branding has the power and influence to enhance the things it represent only as long as they remains truth to the heart of the brand
NABA - Design Studio 2010 - communication class 23h september, 2010, BRAND?
brand | summing up
why brand?
- because brands identify the truth- because brands tell the story- because brands have appeal- because brands increase revenue- because brands build values on emotional ties
NABA - Design Studio 2010 - communication class 23h september, 2010, BRAND?
brand | summing up
where do brands live?
brands live in your everydaylife, from your refrigerator,to your medicine cabinet, under your kitchen sink....
NABA - Design Studio 2010 - communication class 23h september, 2010, BRAND?
brand | summing up
brand is not only A NAMEbrand is also a name.
NABA - Design Studio 2010 - communication class 23h september, 2010, BRAND?
brand | summing up
brand is not only LOGOTYPEbrand is also logotype
NABA - Design Studio 2010 - communication class 23h september, 2010, BRAND?
brand | summing up
brand is not only ADVERTISINGbrand is also advertising.
NABA - Design Studio 2010 - communication class 23h september, 2010, BRAND?
brand | summing up
brands are all around us,and brands automatically live in the mind of customers.
brand is what customers think it is.customers form their own opinion about what a brand means in their lives.
NABA - Design Studio 2010 - communication class 23h september, 2010, BRAND?
brand | summing up
but opinions can be influenced.and that is what we’re talking about.
NABA - Design Studio 2010 - communication class 23h september, 2010, BRAND?
brand | brand image, brand experience?
brand experience
+ -=vs
brand image
NABA - Design Studio 2010 - communication class 23h september, 2010, BRAND?
brand | brand image, brand experience?
brand experience
the brand experience is the sum of all points of contact between the customers and the brand.
NABA - Design Studio 2010 - communication class 23h september, 2010, BRAND?
brand | brand image, brand experience?
brand experience
the brand experience is the sum of all points of contact between the customers and the brand.
(...the adv)
NABA - Design Studio 2010 - communication class 23h september, 2010, BRAND?
brand | brand image, brand experience?
brand experience
the brand experience is the sum of all points of contact between the customers and the brand.
(...the adv)
NABA - Design Studio 2010 - communication class 23h september, 2010, BRAND?
brand | brand image, brand experience?
brand experience
the brand experience is the sum of all points of contact between the customers and the brand.
(...the adv)
NABA - Design Studio 2010 - communication class 23h september, 2010, BRAND?
brand | brand image, brand experience?
brand experience
the brand experience is the sum of all points of contact between the customers and the brand.
(...the products)
NABA - Design Studio 2010 - communication class 23h september, 2010, BRAND?
brand | brand image, brand experience?
brand experience
the brand experience is the sum of all points of contact between the customers and the brand.
(...the shopping experience)
NABA - Design Studio 2010 - communication class 23h september, 2010, BRAND?
brand | brand image, brand experience?
brand experience
the brand experience is the sum of all points of contact between the customers and the brand.
(...the shopping experience)
NABA - Design Studio 2010 - communication class 23h september, 2010, BRAND?
brand | brand image, brand experience?
brand experience
the brand experience is the sum of all points of contact between the customers and the brand.
(...the shopping experience)
NABA - Design Studio 2010 - communication class 23h september, 2010, BRAND?
brand | brand image, brand experience?
brand experience
the brand experience is the sum of all points of contact between the customers and the brand.
(...the events)
NABA - Design Studio 2010 - communication class 23h september, 2010, BRAND?
brand | brand image, brand experience?
brand experience
the brand experience is the sum of all points of contact between the customers and the brand.
(...the events)
NABA - Design Studio 2010 - communication class 23h september, 2010, BRAND?
brand | brand image, brand experience?
brand experience
the brand experience is the sum of all points of contact between the customers and the brand.
(...the events)
NABA - Design Studio 2010 - communication class 23h september, 2010, BRAND?
brand | brand image, brand experience?
(google maps)
brand experience
the brand experience is the sum of all points of contact between the customers and the brand.
(...the guerrilla marketing strategies)
NABA - Design Studio 2010 - communication class 23h september, 2010, BRAND?
brand | brand image, brand experience?
(google maps)
brand experience
the brand experience is the sum of all points of contact between the customers and the brand.
(...the guerrilla marketing strategies)
(Fedex eraser)
NABA - Design Studio 2010 - communication class 23h september, 2010, BRAND?
brand | brand image, brand experience?
brand experience
the brand experience is the sum of all points of contact between the customers and the brand.
(...and so on...)
NABA - Design Studio 2010 - communication class 23h september, 2010, BRAND?
brand | brand image, brand experience?
brand image
the brand image is a how customers perceive the brand.
NABA - Design Studio 2010 - communication class 23h september, 2010, BRAND?
brand | brand image, brand experience?
brand image
the brand image is a symbolic construct created within the minds of people and consists of all the information and expectations associated with a product or service.apple
designminimal
fashion
white
easy to usecool
NABA - Design Studio 2010 - communication class 23h september, 2010, BRAND?
brand | brand image, brand experience?
brand image
the brand image is a symbolic construct created within the minds of people and consists of all the information and expectations associated with a product or service.
hewlett packard
professionaloffice
reliable
expensiveinnovation
NABA - Design Studio 2010 - communication class 23h september, 2010, BRAND?
brand | brand image, brand experience?
brand image
the brand image is a symbolic construct created within the minds of people and consists of all the information and expectations associated with a product or service.
tastyfun
delicious
reliable lightheartednesssafe
NABA - Design Studio 2010 - communication class 23h september, 2010, BRAND?
brand | brand image, brand experience?
brand experience
+ -=vs
brand image
control?
NABA - Design Studio 2010 - communication class 23h september, 2010, BRAND?
brand | brand image, brand experience?
brand image
People engaged in branding seek to develop or align the expectations behind the brand experience,
creating the impression that a brand associated with a product or service has certain qualities or characteristics that make it special or unique
brand image
NABA - Design Studio 2010 - communication class 23h september, 2010, BRAND?
brand | brand image, brand experience + brand awareness
trying to createbrand awareness
Brand awareness refers to customers’ ability to recall and recognize the brand under different conditions and link to the brand name, logo, jingles and so on to certain associations in memory
NABA - Design Studio 2010 - communication class 23h september, 2010, BRAND?
brand | brand image, brand experience + brand awareness
trying to createbrand awareness
NABA - Design Studio 2010 - communication class 23h september, 2010, BRAND?
brand | brand image, brand experience + brand awareness
trying to createbrand awareness
NABA - Design Studio 2010 - communication class 23h september, 2010, BRAND?
brand | brand image, brand experience + brand awareness
trying to createbrand awareness
For example, Disney has been successful at branding with their particular script font (originally created for Walt Disney’s “signature” logo), which it used in the logo for go.com.
NABA - Design Studio 2010 - communication class 23h september, 2010, BRAND?
brand | brand image, brand experience + brand identity
trough..brand identity
Brand identity is what the owner wants to communicate to its potential consumers.
Brand identity needs to focus on authentic qualities - real characteristics of the value and brand promise being provided and sustained by organisational and/or production characteristics
what are my core values?
what do I stand for?how do I want to be perceived?
what personality traits do I want to project?
NABA - Design Studio 2010 - communication class 23h september, 2010, BRAND?
brand | brand image, brand experience + brand identity
trough..brand identity
In other words:brand identity is a unique set of brand associations that the brand strategist aspires to create or mantain.
who are you?who needs to know?
how will they find out?
why should they care?
NABA - Design Studio 2010 - communication class 23h september, 2010, BRAND?
brand | brand image, brand experience + brand identity
brand image
+ -=vs
brand identity
control?
NABA - Design Studio 2010 - communication class 23h september, 2010, BRAND?
brand | brand image, brand experience + brand identity
so:brand imagehow the brand is now perceived
brand identityhow strategists want the brand to be perceived
NABA - Design Studio 2010 - communication class 23h september, 2010, BRAND?
brand | brand image, brand experience + brand visual identity
visual brand identity
A brand’s visual identity is the overall look of its communications.
Effective visual brand identity is achieved by the consistent use of particular visual elements to create distinction, such as specific fonts, colors, and graphic elements.
At the core of every brand identity is a brand mark, or logo.
NABA - Design Studio 2010 - communication class 23h september, 2010, BRAND?
brand | brand image, brand experience + brand visual identity
visual brand identity
A brand’s visual identity is the overall look of its communications.
Effective visual brand identity is achieved by the consistent use of particular visual elements to create distinction, such as specific fonts, colors, and graphic elements.
At the core of every brand identity is a brand mark, or logo.
NABA - Design Studio 2010 - communication class 23h september, 2010, BRAND?
brand | brand image, brand experience + brand visual identity
visual brand identity
A brand’s visual identity is the overall look of its communications.
Effective visual brand identity is achieved by the consistent use of particular visual elements to create distinction, such as specific fonts, colors, and graphic elements.
At the core of every brand identity is a brand mark, or logo.
NABA - Design Studio 2010 - communication class 23h september, 2010, BRAND?
brand | brand image, brand experience + brand visual identity
visual brand identity
A brand’s visual identity is the overall look of its communications.
Effective visual brand identity is achieved by the consistent use of particular visual elements to create distinction, such as specific fonts, colors, and graphic elements.
At the core of every brand identity is a brand mark, or logo.
NABA - Design Studio 2010 - communication class 23h september, 2010, BRAND?
brand | brand image, brand experience + brand visual identity
visual brand identity
A brand’s visual identity is the overall look of its communications.
Effective visual brand identity is achieved by the consistent use of particular visual elements to create distinction, such as specific fonts, colors, and graphic elements.
At the core of every brand identity is a brand mark, or logo.
NABA - Design Studio 2010 - communication class 23h september, 2010, BRAND?
brand | brand storytelling
brand storytelling
NABA - Design Studio 2010 - communication class 23h september, 2010, BRAND?
brand | brand storytelling
brand storytelling
Earlier today we saw how brand communication can also be intended as a form of storytelling.
NABA - Design Studio 2010 - communication class 23h september, 2010, BRAND?
brand | brand storytelling
In this class we are going to work with “Active” and we will write the story we want our brand to tell during the milan design week.
We are not re-designing the brand, we are working indirectly on how people perceive it.
NABA - Design Studio 2010 - communication class 23h september, 2010, BRAND?
brand | brand storytelling
The story we are going to tell focuses on two key elements:
the consumer and the brand values.
NABA - Design Studio 2010 - communication class 23h september, 2010, BRAND?
brand | brand storytelling
We are building a world our consumer can experience directly, a place where he is our main character.
He is going to be the protagonist of a story that will subtly convey our brand values.
NABA - Design Studio 2010 - communication class 23h september, 2010, BRAND?
brand | brand - building the experience
“Active” Brand
building the experience.
NABA - Design Studio 2010 - communication class 23h september, 2010, BRAND?
brand | brand - building the experience
building the experience.
Three case histories:
Nike StadiumSamsung Design GardenHeineken (Jammin’ Festival, Nights, Halloween)
NABA - Design Studio 2010 - communication class 23h september, 2010, BRAND?
brand | brand - building the experience
nike stadium
as Nike says:
“Nike Stadiums are multi-purpose destinations in Berlin, London, Milan, New York, Paris and Tokyo. Stages for inspired performers, labs for innovative expressions, spaces where stories are told and others are written.”
NABA - Design Studio 2010 - communication class 23h september, 2010, BRAND?
brand | brand - building the experience
Events, parties, meterial tests, live sports and shopping experience.
Nike Stadium, for example, is a place where customers can leave their bags in lockers, borrow a new pair of shoes, run thru the city with a personal trainer and then take a shower before going home.
NABA - Design Studio 2010 - communication class 23h september, 2010, BRAND?
brand | brand - building the experience
nike stadium.
Featuring You.
NABA - Design Studio 2010 - communication class 23h september, 2010, BRAND?
brand | brand - building the experience
Nike Stadiums have been used by Nike to promote special initiatives that help the customer
building his idea of what the brand stands for.
NABA - Design Studio 2010 - communication class 23h september, 2010, BRAND?
brand | brand - building the experience
samsung design garden.
During last year design week in Milan, Samsung created a temporary exhibit featuring parties, exhibitions, the Young Design Award and many other events.
NABA - Design Studio 2010 - communication class 23h september, 2010, BRAND?
brand | brand - building the experience
Industrial design, apparently, is not directly related to what Samsung does as its main business.
why then?
NABA - Design Studio 2010 - communication class 23h september, 2010, BRAND?
brand | brand - building the experience
Samsung is subtly promoting its brand values through an unconventional marketing strategy:
Hosting and financing an event like the design garden attracts possible customers and introduces them to the world of the brand.
Ideas and concepts like “high quality”, “attention to the detail”, “state of the art design”, “coolness”... are everywhere in the exhibit.
Link them to the brand and the game is done!
NABA - Design Studio 2010 - communication class 23h september, 2010, BRAND?
brand | brand - building the experience
heineken music
what? beer? music?
sounds good.
NABA - Design Studio 2010 - communication class 23h september, 2010, BRAND?
brand | brand - building the experience
heineken jammin’ festival
HJF is major event in Italy, the biggest rock festival in the nation. It takes place every year and attracts more 100.000 people in 3 days
NABA - Design Studio 2010 - communication class 23h september, 2010, BRAND?
brand | brand - building the experience
heineken nights
During the Festival “Umbria Jazz” Heineken organizes a series of modern jazz concerts that quickly became one of the highlights of the event.
NABA - Design Studio 2010 - communication class 23h september, 2010, BRAND?
brand | brand - building the experience
heieneken helloween hights
Live music and dj themed parties all over Europe, hosted by the biggest and better known venues around town.
NABA - Design Studio 2010 - communication class 23h september, 2010, BRAND?
brand | brand - building the experience
heieneken is spreading its message during theese events, slowly creating consciousness of
the brand values in the costumers’ minds.
Music, Freshness, Fun, Enjoyment.
Sounds Good.
NABA - Design Studio 2010 - communication class 23h september, 2010, BRAND?
brand | brand - building the experience
working on
the brand experience modifies the brand image
NABA - Design Studio 2010 - communication class 23h september, 2010, BRAND?
Design Studiocommunication class
what about Milan?
NABA - Design Studio 2010 - communication class 23h september, 2010, BRAND?
Milan | art and design
1) triennale museum + bookshop
(permanent and temporary exhibitions)viale alemagna 16
http://www.triennale.org/
particular:“il tesoro di bomisa”until 28 september(duilio forte)
NABA - Design Studio 2010 - communication class 23h september, 2010, BRAND?
Milan | art and design
2) duilio forte atelier
(go on the website, send an e-mail to take an appointment)
via corelli 33
http://www.duilioforte.com/
NABA - Design Studio 2010 - communication class 23h september, 2010, BRAND?
Milan | art and design
3) have a walk through via tortona + via savona
(design studios, on saturday)
NABA - Design Studio 2010 - communication class 23h september, 2010, BRAND?
Milan | art and design
4) hangar bicocca,
wonderful place,temporary exhibition(boltanski until 26 september)
http://www.hangarbicocca.it/
viale sarca
NABA - Design Studio 2010 - communication class 23h september, 2010, BRAND?
Milan | art and design
4) hangar bicocca,
wonderful place,temporary exhibition(boltanski until 26 september)
http://www.hangarbicocca.it/
viale sarca
NABA - Design Studio 2010 - communication class 23h september, 2010, BRAND?
Milan | BEAUTIFUL and CURIOUS PLACES
00) of course...
- Piazza Duomo (go on the top of the church!)
- Parco Sempione(on sunday)
- via della Spiga / via Montenapoleone(during the week)
NABA - Design Studio 2010 - communication class 23h september, 2010, BRAND?
Milan | BEAUTIFUL and CURIOUS PLACES
1) brera streets:
have a walk,drink a coffee
via fiori chiari, via fiori oscuri(and surroundings)
NABA - Design Studio 2010 - communication class 23h september, 2010, BRAND?
Milan | BEAUTIFUL and CURIOUS PLACES
2) Navigli:
on weekend (saturday, sunday...)
(alzaia naviglio grande, alzaia naviglio pavese))
NABA - Design Studio 2010 - communication class 23h september, 2010, BRAND?
Milan | BEAUTIFUL and CURIOUS PLACES
3) Rotonda della Besana
(via enrico besana)(and then have a walk through viale montenero)
NABA - Design Studio 2010 - communication class 23h september, 2010, BRAND?
Milan | BEAUTIFUL and CURIOUS PLACES
4) Cortili Università Statale
during the week,
via francesco sforza, milano
NABA - Design Studio 2010 - communication class 23h september, 2010, BRAND?
Milan | BEAUTIFUL and CURIOUS PLACES
5) punk guys at colonne di san lorenzo
saturday afternoon
corso di porta ticinese, milan
NABA - Design Studio 2010 - communication class 23h september, 2010, BRAND?
Milan | to do at night
1) frida cafè
(aperitivo, post dinner, saturday and sunday brunch)
+ all the surroundings (look for “quartiere isola”)
via pollaiuolo
NABA - Design Studio 2010 - communication class 23h september, 2010, BRAND?
Milan | to do at night
2) bho cafè
(post dinner on thursday evening)
via stendhal 49
NABA - Design Studio 2010 - communication class 23h september, 2010, BRAND?
Milan | to do at night
3) aperitivo and post dinner in via vetere
(a lot of places, rattazzo, sergeant pepper, trattoria toscana.....)
+ aperitivo naviglio grande
NABA - Design Studio 2010 - communication class 23h september, 2010, BRAND?
Milan | to do at night
+++
to be updated on events / exhibitions / concerts.....
www.zero.eu
NABA - Design Studio 2010 - communication class 23h september, 2010, BRAND?
starting from IRIS we’ll be particulary focused on ACTIVE,which is the most innovative part of IRIS.
-from the website:“The aim of Active Clean Air & Antibacterial Ceramic™ is to provide a way to recover part of the environmental impact generated by our system of life, by reducing the effects produced daily by pollution and smog and respecting the ecosystem thanks to the natural mechanism of photocatalysis.”
IRIS (active) | work in class
NABA - Design Studio 2010 - communication class 23h september, 2010, BRAND?
IRIS (active) | work in class