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a direct, effective and simple way for new business ventures or small enterprises with big visions to create their own brands
true
yes, things cannot wait, we want to get the ball rolling too, lets see theres an effective way
me?
aint guru!
aint consultant!
ampersand, September 2013
aint doctor!
ampersand, September 2013
just a coach
a brand designer
brand makes your products/services loved/ trusted // makes people come to find you instead of you go find them // makes selling much easier // builds equity // helps you stay away from competiting on price
ampersand, September 2013
an advertisement:
brand management / brand development budget: HK$5,000 10,000 im looking for someone who is well versed in product and manufacturing design of hard goods. must have a critical eye, strong organizational and communication skills. daily work will be within a number of cross-functional teams to create a clear...
a brand is not its advertisement, logo, marketing, packaging, product, retail, web site
ampersand, September 2013
perception installation
how you want you to be perceived => customers are more likely to buy
consumers were not rational decision makers and could be influenced by suggestion and emotion Walter Dill Scott, The Theory of Advertising
a lot of money and time spent on advertising, marketing and PR is to influence how people perceive you // without knowing how you want to be perceived, there is no way to frame how others perceive you
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know yourself
brand identity
manageable
brand image
out of control
persona
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individualisation
yourself
ego
g a p
we kind of agree
20/80
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80/20
thinking doing
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how about
50/50
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coaching
is it really useful?
business coaching is attracting Americas top CEOs [] when asked for a conservative estimate of monetary payoff from the coaching they got [] managers described an average return of more than $100,000 Fortune Magazine // 28% of coaching clients boosted quantifiable job performance by $500,000 to $1 million / a large employer in the hospitality industry saved between $30 million and $60 million by coaching its top 200 executives / one coaching firm saved their clients $100,000 by retaining two key executives, improved efficiency for account managers and improved sales in excess of $250,000, improved customer retention and satisfaction that resulted in savings of more than $100,000 Chemistry Business magazine, Analysis of the 1999 Survey on Coaching in Corporate America more statistics to share upon request
ampersand, September 2013
imagine there is no limitation at all, everything is possible, what do you want your business to be/do?
what do you want your business to be/do, that is possible in the foreseeable future?
what is the importance/purpose for you to achieve this? what is so good for you to achieve it?
what is in between what you are/do now and what you want to achieve?
about what do you want to do with your brand/business, what is the biggest obstacle/problem? what is the biggest opportunity for you to do it?
having achieved what you want to achieve, what will you think/do? what will be the differences?
needs
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safety needs personal security financial security health love and belonging friendship intimacy family
esteem confidence respect of others success self-actualisation creativity quest for truth morality spirituality
the five buttons by Elmer Wheeler importance appreciation approval ease success
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26 reasons people buy by Joe Vitale: to make money to save money to save time to avoid effort to get more comfort to achieve greater cleaniness to attain better health to escape physical pain
to gain praise to be popular to attract opposite sex to conserve possessions to increase enjoyment to gratify curiosity to protect family to be in style to have or hold beautiful possessions to satisfy appetite to emulate others
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to avoid trouble to avoid criticism to be individual to protect reputation to take advantage of opportunities to have safety to make work easier
knowing what people need, what do you do that you want to make a point?
are you selling? entertaining? healing? who are others? what they do?
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accomodating vs professional affordable vs expensive desire vs satisfaction fast vs quality functional vs psychological healthy vs pleasurable popular vs different mainstream vs avant-garde
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x is a d that provides b to ta in m
you know your vision, mission and values, you know your positioning
what brand identity all kinds of design that contribute to the whole brand who brand design firm
a sample process
Research, strategy
Uncovering Step 1 Understanding Step 2 Step 3 Step 4
Design
Actualising Step 5
Resarch
> Internal views > Customer views > Market overview
Essence
> Establish brand essence through a series of exercises such as the brand wheel
Positioning
> Brand positioning > Core value > Brand vision > Brand mission
Expression
> Visual language > Tone-of-voice
Identity
> Visual identity > Application guidelines
year price 1997 14,040,000 original design in 1885 original design in 1998 2007 2008
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0 0
companies who can afford such self knowing process are already quite successful
brand affinity, brand assets, brand attributes, brand awaress, brand, brand audit, brand DNA, brand expansion, brand equity, brand extension, brand interest, brand personality, brand platform, brand power, brand reinforcement, co-branding, differentiation, endorser brand, brand guidelines, brand identities, brand image, brand loyalty, brand management, brand personality, brand positioning, brand revitalisation, brand strategy& blah
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our business is infested with idiots who try to impress by using pretentious jargons
David Ogilvy
some people believe that through thorough, systematic and careful research, you can arrive at a creative conclusion that will be successful in the market place. i dont [...] research is useful in telling you what people currently think and feel, but its not much use at directing the creative process [...] the very best, most effective ideas come from inside the heads of creative people. this is true not only in branding, but in any creative activity the theatre, the cinema, TV and even advertising Wally Olins, world class brand guru
you cant survive floating on the tide, assessing the competition, conducting surveys to find out what your customers want right now Jesper Kunde, A Unique Moment
creativity + effectiveness
start doing
ampersand, September 2013
brand strategy?
brand platform (brand vision, brand mission, brand values and brand personality), brand positioning, brand promiseand blah
make it simple
the method
business strategy
vision, mission, valuesetc
business strategy
vision, mission, valuesetc
brand strategy
brand platform, brand personality, brand positioning, brand promiseetc
business strategy
vision, mission, valuesetc
brand strategy
brand platform, brand personality, brand positioning, brand promiseetc
brand DNA
brand identity
brand building
experiences through advertising, marketing, PR
business strategy
vision, mission, valuesetc
brand strategy
brand platform, brand personality, brand positioning, brand promiseetc
brand DNA
brand identity
brand building
experiences through advertising, marketing, PR
marketing strategies
goals, objectivesetc etc
business strategy
vision, mission, valuesetc
brand strategy
brand platform, brand personality, brand positioning, brand promiseetc
brand DNA
brand identity
brand building
experiences through advertising, marketing, PR
marketing strategies
goals, objectivesetc etc advertising, eDMs, exhibitions, marketing collaterals, promotion, outdoor PRetc etc goals, objectivesetc etc
ampersand, September 2013
business strategy
vision, mission, valuesetc
marketing strategies
goals, objectivesetc etc advertising, eDMs, exhibitions, marketing collaterals, promotion, outdoor PRetc etc goals, objectivesetc etc
verbal identity
brand name description positioning tag nomenclature tone of voice
visual identity
experiences
advertisements logo/signature graphic elements customer services interna packaging marketing retail environment PR activities web presence
brand DNA
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the abstract
the brief
the actual
where you are where you want to get what to do to get there
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power of words!
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Adidas Impossible is nothing Nike Just do it Apple Think different Brother At your side Dell Easy as Dell eBay The power of all of us GE Imagination at work Intel Intel Inside LG Lifes good
Nokia Connecting people Panasonic Ideas for life Samsung Next is what? Burger King Have it your way McDonald Im Lovin It Subway Eat fresh DHL We move the world FedEx The world on time
total experiences!
ampersand, September 2013
by customer experience
Starbucks Bodyshop Disney Google
by imagery
by selfexpression
LV Nike Prada Swatch Apple
brand experts said: Cafe de Coral = young H&M/Uniqlo/Zara = cheap+fast Muji = quality+Blue Ocean Strategy Ocean Park/Vitasoy = heritage and so on
ampersand, September 2013
Thann:
the art and science of natural therapy? the success of Thann is due to unique product and retail design! Tony Suppattranont
Jurlique:
nature+science? beauty!
heritage?
Kee Wah:
old Hong Kong heritage? modernise!
Shanghai Vive
a legend rebranded. luxury? what you think?
personality
ampersand, September 2013
know yourself
what do you want? what do you want to tell the world in the future? what does your company have that will enrich the world? you must believe in that itstrongly enough to become unique at what you do
Jesper Kunde, A Unique Moment
a good reason to get professional help is to put abstract into actual // use what people are good at
thank you
this document is provided free-of-charge with the purpose of introducing alternative ideas and methods that use creatvitiy and design to help business these are not supposed to be standard ideas and methods in the mainstream, but as situations change fast in the knowledge economy, we believe businesses will need to be prepared to think and act differently should any enterprise be interested in hiring our services including brand design, or supporting us to provide alternative thinking such as this document, we always welcome please feel free to contact us at ampersandhk@gmail.com