Traditional ways of marketing, especially interruption advertising, is more and more perceived as an annoyance. Marketing of the future needs to both create value for people AND promote business. Service Design regards usefulness, usability and desirability, whereas brand communication is mostly concerned with the promise and very little with its delivery. Combined, the two approaches add up to what we call Brand Services – a „give-away service“ that addresses relevant user needs and at the same time conveys a brand message. Instead of just giving a promise Brand Service already deliver on it. Our 1.5h session contains a short introduction to this new thinking, proposes an operational framework on the topic, and is followed by a hands-on workshop session where you will have the chance to design your own brand service.

1. VATTER & JORDAN
BRAND SERVICES
– A USER CENTRIC
MARKETING TOOL
CHRISTIAN VATTER & MARTIN JORDAN,
NEXT 2014

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WHAT TO EXPECT?
– Hear about a new tool that complements traditional forms
of communication
– See how service design & brand communications
can be combined in an ideal way
– Learn how to create value for people and for brands at the
same time
– Get to know the framework and the process in practice
– Build a Brand Service yourself
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3. VATTER & JORDAN 3
CHRISTIAN VATTER,
MARKETING PSYCHOLOGIST
& PARTNER AT
LHBS CONSULTING
10 years experience in
brand consulting &
communication strategy
Creative Business Development

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MARTIN JORDAN,
SERVICE & BRAND
EXPERIENCE CONSULTANT
Working for HERE,
Nokia’s location business,
previously in branding

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LET’S TALK ABOUT COMMUNICATION

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Who deliberately watched TV ads recently?
QUESTION
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Who ever felt stalked by targeted ads?
QUESTION
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Who thinks ‘native advertising’
is the road to success?
QUESTION
VATTER & JORDAN

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There is a war going on
for people’s attention.
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The goal: to get messages across.

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LET’S TALK ABOUT PEOPLE

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GROWING NUMBER OF COMPETING SPARE TIME OFFERS

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SO MUCH CONTENT TO CHOOSE FROM
every minute 60 hours of new youtube videos
per day over one billion facebook posts
every day more than 5 million photos uploaded to Instagram
1.300.000.000 cute cat photos on the internet (estimate)
630.000.000 active websites on the internet
http://www.worldwidewebsize.com
http://news.netcraft.com/archives/2013/01/07/january-2013-web-server-survey-2.html
http://youtube-global.blogspot.de/2012/01/holy-nyans-60-hours-per-minute-and-4.html
http://thesocialskinny.com/100-more-social-media-statistics-for-2012/
http://diaryofnumbers.blogspot.de/2010/09/i-can-haz-estimation.html

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SO MANY NEW PRODUCT & SERVICES EVERY DAY TO USE
Source: www.socialmatchbox.com/wp/2010/09/21/dont-play-the-customer-shell-game/

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„A wealth of information creates a
poverty of attention“ (Herbert Simon)

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WE LIVE IN TIMES OF ABUNDANCE
available time
choices

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need for
attention
THE MARKETING DILEMMA
too many
things asking
for attention

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Attention is becoming the most
valuable asset we have.
Everybody asks for it, but only few
are rewarded with it.
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I want you to listen
and understand. What‘s in it for
me?
Illustration (figures): Marty Neumeier/Heather McDonald

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A SIMPLE SOLUTION
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Marketing
needs
User
needs

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A SOLUTION
TO BALANCE OUT BRAND
AND USER NEEDS

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TRADITIONAL MARKETING HAS A PROBLEM …
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Painting: Michiel van der Born

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… THAT A HUMAN-CENTERED APPROACH CAN SOLVE.
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SERVICE DESIGN IS GREAT AT DELIVERING ON USER NEEDS …
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… BUT IT USUALLY DOESN’T TAKE THE BRAND INTO ACCOUNT
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MARKETING COMMUNICATION KNOWS
HOW TO GIVE A BRAND PROMISE …
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… BUT IS EXTREMELY BAD AT CREATING VALUE FOR PEOPLE
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WHY NOT COMBINE THE APPROACHES?
27
Brand
Communication
Service
Design

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WE RESEARCHED AND ANALYSED 90+ EXAMPLES

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ENTER: BRAND SERVICES
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a service that helps promoting the offer/brand
a service that is an add-on to the core offer
a service with little or no costs for users

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EXAMPLE GUIDE MICHELIN
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one of the oldest brand services offers a list of worthwhile restaurants for travelers

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EXAMPLE KODAK PICTURE SPOT
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recommends best spots from which to take a photograph

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EXAMPLE KLM MEET & SEAT
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provides passengers the option to sit next to interesting people, based on Facebook & LinkedIn profiles

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EXAMPLE ADIDAS RUNBASE
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a concept store in Tokyo next to a popular running site offering free running gear, showers & lockers

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ASPECTS OF A BRAND SERVICE
34
Brand-fit
Services that
deliver on the brand
Novelty
Services that
have news value
Usefulness
Services that are
highly useful

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USEFULNESS HORNBACH PROJEKT-BUCH
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a comprehensive book that teaches you everything from laying parquet flooring to building a pond

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NOVELTY BRIGHT LIGHT BY RAY-BAN
36
BRAND-FIT SIT OR SQUAT BY CHARMIN
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provides an app called “sit or squat” that helps to locate clean public toilets

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NOVELTY IKEA CATALOG
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augmented reality mode lets you to place furniture into your home via your phone before going to store

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ASPECTS OF A BRAND SERVICE
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THE IDEAL
Brand-fit
Services that
deliver on the brand
Novelty
Services that
have news value
Usefulness
Services that are
highly useful

39. VATTER & JORDAN 39VATTER & JORDAN
IDEAL EXAMPLE KLM MUST SEE MAPS
VATTER & JORDAN
a digital city plan of KLM destinations, where your can invite your friends to mark their favorite places

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PROCESS
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EXPLORATION
considering:
• user needs
• brand values
CREATION
generate relevant
service ideas
REFLECTION
filter and check for:
• Usefulness
• Brand-fit
• Novelty

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HANDS-ON SESSION

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YOUR TASK
Create a Brand Service that is an add-on to
existing H&M service (offering clothing).
The service should:
– be highly useful for H&M customers
– fit the brand core “staying up-to-date affordably in fashion”
– be novel enough that the service has PR/social media impact
Please, think beyond apps.
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STEP-BY-STEP OVERVIEW
43
1.
Choose one out of two
personas
2.
Define up to five typical
situations for this persona
3.
With the brand promise in
mind, create a service that
is
– highly useful for the
persona
– helps delivering on the
brand promise
– create news value

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STEP 0:
FORM A GROUP
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STEP 1:
CHOOSE A PERSONA
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BRAND SERVICE FOR H&M PERSONAS
Elina
– 16 years old
– high school student in 11th grade
– into latest fashion trends
– friends, big sister & magazines
define her style currently
– has limited budget though
– jobs in café every weekend to
earn extra money
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BRAND SERVICE FOR H&M PERSONAS
Jonathan
–23 years old
–finished his business studies
–first job as associate accountant
with proper salary
–loves smart minimalistic fashion
–buys few pricey pieces a year
–combines with basics from H&M
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STEP 2:
DEFINE UP TO 5 TYPICAL SITUATIONS
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Noon
Persona:BRAND SERVICES TYPICAL SITUATIONS
NightMorning EveningAfternoon
Where?
What’s
happening?
With whom?
Media used?
Goal?
Day of the week:

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STEP 3:
CREATE USEFUL SERVICES FOR YOUR
PERSONA THAT MANIFESTS THE BRAND
PROMISE „STAYING UP-TO-DATE
AFFORDABLY IN FASHION”
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BRAND SERVICE FOR H&M SEARCH AREAS
Brand Services can
51
give a sample, a preview of the service/product
personalize, make the service/product your own
bridge time and space for the user, entertain the user
enrich the users’ life, help them to discover new things
assist & enable the user when using the service/product

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STEP 4:
PRESENT YOUR CONCEPT
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TAKEAWAY

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need for
attention
SUMMARY MARKETING DILEMMA
too many
things asking
for attention

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I want you to listen
and understand.
What‘s in it
for me?
SUMMARY CHALLENGE

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SUMMARY BRAND SERVICES
a service that helps promoting the offer/brand
a service that is an add-on to the core offer
a service with little or no costs for users

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SUMMARY ASPECTS OF A BRAND SERVICE
57
THE IDEAL
Brand-fit
Services that
deliver on the brand
Novelty
Services that
have news value
Usefulness
Services that are
highly useful

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SUMMARY BRAND SERVICES MECHANICS
Service
based on user
need
issued by a
Brand
an add-on to core-
offer at little or no
cost for user
experience of the
brand promise
delivered
favorable
impression of
brand
Check:
– useful
– brand-fit
– news-value
value for user
positive
experience with
the brand

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SUMMARY BRAND SERVICES MECHANICS
Marketing
needs
User
needs

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Ikea Catalog TV spot: http://www.youtube.com/watch?v=Sbfq1tvYCZ8

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QUESTIONS?
61
QUESTIONS?
Christian Vatter
cv@lhbs.com
+49 151 2520 5043
Martin Jordan
martin@martinjordan.de
+49 177 503 5307
www.brandexperiencedesign.net
Icons: Olivier Guin, Vivian Lai, Stephen West, Creatorid’immagine, Nikhil Dev, John Caserta, Simon Child / The Noun Project
Jakob Schneider / This is Service Design Thinking, Marty Neumeier