Redesign Handbook

THERE’S SOMETHING VERY

WRONG WITH MARKETING. BUT

WHO WILL STAND UP AND SAY IT?

(((REDESIGN AGENCY CLIENT HANDBOOK)))

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Welcome to the Redesign Agency. We are a marketing agency on a mission to destroy marketing. Why do we want to destroy marketing? Because we intend to rebuild it with a new paradigm that is both better for business and better for the world. One that doesn’t involve manipulation and deceit but listening, empowerment, and authentic value creation. We can guarantee working with us will be unlike any agency you’ve worked with in the past. We don’t wear suits and ties, and creativity is an unhealthy obsession of ours. But the Redesign Agency was crafted around a single goal: To make the best marketing in the world for our clients. We’re not right for everyone. But for those we are, we hope this is the beginning of a long and stimulating relationship where we will help you reach your business goals and even realize some new ones.

A BETTER MODELMost businesses use marketing to fabricate their value and manipulate customers. This includes everything from big ad campaigns, to cartoon mascots, to product placements in movies. This type of marketing has been extremely successful at generating sales and profits in the past. But the world and your customer have changed as they rapidly become more intelligent, connected, and socially conscious. The internet and social media have made word of mouth much more influential and the lack of real value creation is catching up faster to businesses that rely on advertising. Marketing has become so ubiquitous that customers recognize it merely as corporate manipulation, making it less and less effective. The world has changed and the cornerstones of marketing have failed to change with it.

The modern world demands a new model of marketing. We believe most marketing doesn’t address the way brands are formed in today’s business environment. Branding in the past meant logos, ads and brochures. But in reality, these are only a small part of a brand. Your brand is formed by everything your company does. We have designed a new model to address the modern branding challenges. A model that utilizes the skills inherent in marketing more productively by helping your company create more real, meaningful value.

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Brand (n.) : The collected perceptions of your business; your reputation.We believe most marketing failure is the result of a fundamental misunderstanding of branding. Your brand is everything people think and know about your company. This is by far your company’s most valuable asset. In the modern world, brands are formed by much more than just ads and traditional marketing. They’re formed by everything people see and hear about your company: The way your store looks, how employees act, news stories, blogs and Facebook statuses. In reality, perceptions of your business are formed by everything it does. Building a great brand in the modern environment requires more than just brochures and ads. It requires meticulously crafting your entire business around a consistent set of values.

LOSING CONTROLThe internet and social media have drastically changed how brands are formed. As these tools continue to expand and improve, companies have less and less control over their brands and customers have more and more. Any customer can walk into your business, record a video, and make it instantly accessible to the entire planet. Or write a blog. Or tweet to hundreds of followers. It’s like word of mouth is on steroids. These tools are only in their infancy and will continue to shift the control of brands out of your hands and into the hands of customers.

Where then does your company turn? How do you build a brand when you continue to have less and less control?

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Your Brand

THINGS YOU CONTROL

THINGS YOU DONT CONTROL

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BrandRecommendations

Mobile

Ap

Print Design

Advertising

Endorsements

New

s

Stor

ies

Frie

nd’s

Face

books

Blogs

Customer

Service

Store Design Website

Criti

c Rev

iew

s

Product

Tweets

Package

Social Review Sites

PricePublic Relations

Store

Location


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The Evolution of Brands

Brands acted as signals to indicate where you could find certain products.

Brands evolved into a way to convey status. Tangible value creation was hindered as emphasis shifted to the value of conveying status. This lead to conspicuous consumption.

Functional Brands

Aspirational Brands

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You have to reach the next level of branding. The next level is about shifting from an aspirational brand (look at me, look at who I am, look at my status, let me signal it to you) to a meaningful brand that says: ‘here is how we tangibly positively impact you, your community, society and nature.

Umair Haque, Author of The New Capitalist Manifesto

For your brand to thrive in the modern environment, it must evolve into something meaningful. A meaningful brand signals that this company will authentically make you and your life better. The company will make you happier, healthier, more connected, more informed, more productive, more enlightened, more creative, more fulfilled. Real, authentic value. Meaningful brands are not built through fancy ads and design, they’re built by providing an indispensible value to customers. Meaningful brands have potential to spawn deeper customer relationships than was ever possible through traditional marketing.

“Meaningful Brands

Aspirational Brands


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Shifting the branding paradigm

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Communicate to customers

Brand as a status symbol

Extracting the most money and value out of customers

COMMUNICATE TO CUSTOMERS AND

EMPLOYEES

BRAND IS HUMAN AND MEANINGFUL

RADICAL HONESTY AND TRANSPARENCY

PROVIDING THE MOST VALUE FOR

CUSTOMERS

Trendy campaigns A SINGLE CREATIVE MISSION

Embelishment and deceit

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Brand = advertising and design BRAND = EVERYTHING

CUSTOMERS SEE


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If you’re going to use marketing to make your business more meaningful, you don’t need better answers but different questions. You need to fundamentally change the way you think of marketing.

Traditional, manipulative marketing is not only harmful to customers, it’s also harmful to business. Relying on advertising restricts innovation and creativity by allowing companies to make profits in the short run without creating real value. The modern environment is weeding out these businesses faster and faster.

MEANINGFUL BRANDINGMeaningful brands are built by crafting an entire company around a single mission of authentic value creation. Marketing’s role in the new paradigm is to help companies build around an Authentic Value Mission. Its role is to build this mission into the DNA of your company and open up channels for it to permeate to both customers and employees. Becoming a more meaningful brand requires creativity, dedication, and above all an understanding that doing what’s best for your customer is ultimately doing what’s best for your business.The goal is to shift your business, from a place that merely sells stuff to a place that provides an irreplaceable value to customers by making them happier, healthier, more informed, more productive, more creative, more connected, more enlightened. This is how meaningful brands are built. This type of marketing has potential to spawn deeper customer relationships than was ever possible through advertising, leading to more sustainable profits.

But is this possible? Is it realistic to think you can design your company to genuinely improve your customer’s lives this way? We believe with the right tools and the right approach, your company not only can do this but will have to if it is going to thrive in the future.

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Company

TraditionalBranding

MeaningfulBranding

Company

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Product CompanyCulture Packaging Store /

WebsiteMarketing

Product CompanyCulture

Packaging Store / Website

MarketingAuthentic

ValueMission

Customer

Customer

The Redesign Process was created to help your business

establish an Authentic Value Mission and help it permeate

throughout your company and the world. We believe this is the best

way to build a brand in today’s world of hyper communication.

Change is never easy. The process was designed to establish

cornerstones in your business that will ensure a smooth transition.

REDES IGN

Process

The


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DREAMStep one is part of our Redesign Workshop, where we will take you through a day long creative boot camp. We guarantee you will leave with a deeper understanding of what it takes to build a great brand in the modern environment, and an entirely new perspective of your business. This is the most important step in working with us. You will leave our workshop with a clear Authentic Value Mission to build your business around and the steps necessary to create a more meaningful brand. We have workshops designed for businesses of all shapes and sizes, as well as for entrepreneurs.

BUILD

LISTENNow that the world is talking about your business, it’s important that you listen and respond to continue the conversation. In step four, we help your company build in channels to put this feedback back into your business and use it to evolve your mission and continue to create more authentic and meaningful value.

1.

2.

3.

4.

Establishing an Authentic Value Mission vision is beneficial to your brand only to the extent that your company can build around it. Step two involves sharing your vision with your organization and establishing cornerstones that you can build around. We use our skills in communication, design, and company culture to help you rebuild your marketing and company culture around your new mission.

IGNITENow that your business is on a path toward authentic value creation, it’s time to ignite a conversation with customers. This may start with an ad, a promotion, an event on the street, or something we can’t imagine yet. A good conversation always starts with something interesting. Something people will talk about, blog about, tweet about, write news stories about. Ignite is about creating excitement and buzz around your mission. If the work we bring to you in the ignite phase doesn’t scare you at least a little, we probably aren’t doing our job.

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Process


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Working with us is very different from working with a traditional agency. Our mission at the Redesign Agency is to turn our client’s brands into some of the best in the world. Our culture, agency structure, and process are all developed around this goal. It’s important that you know while working with us that we are your partner in advancing your business because at times the work we show you may scare you. Take this as a sign that we are doing our jobs, because things that seem scary at first usually mean it’s something no one has ever done before. We hope through working with us you see that this is exactly where your business should be.

Working with us is like adding a new department to your business that will help your company evolve to be more meaningful to customers. We begin by putting you through a Redesign Workshop, where you will come out with an Authentic Value Mission and a clear sense of the steps you need to take in order to become a meaningful brand. We then use our skills in design and communication to make sure everything in your business is crafted around your Authentic Value Mission. Unlike most agencies, we spend a significant amount of time working within your business so we can understand your company’s deepest values and true creative potential.

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Marketing Strategy

Branding

Graphic Design

Business Concept Creation

Advertising

Redesign Workshops

Entrepreneur Workshops

Social Media Marketing

Company Culture Design

Web Design

Interior Design Consulting

Promotional Planning

Building a meaningful brand will require consistency throughout your entire business. We make sure everything customers see and hear about your company is communicating the same message, from your website to your print materials to your ads to your interior design. We have many of these capabilities in house, and we also collaborate extremely well

with other agencies.

Building Consistency

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MARKETING CAN NOT ONLY BE GOOD FOR THE WORLD, IT CAN BE THE CATALYST FOR MASSIVE CHANGE


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Thanks for listening. But we’re not big on talking. We like talking with our work. Let us pitch concepts before you decide to work with us or attend one of our workshops. We’re confident it will be like nothing you’ve ever seen before.

The future is a race to prove to customers that your business provides the most authentic value to them and their communities. Certainly your business can lead in this, as few realize the race is on.

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Redesign Handbook

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Transcript of Redesign Handbook