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THE ESSENTIALS OF
BRAND STRATEGY

CHRISTIAN VATTER FOR GENERAL ASSEMBLY
FEBRUARY 2013




CHRISTIANVATTER
„The biggest challenge is branding. When I’m talking
 about branding I talk about creating a new brand.
 When you start a company, you have to get a new
 brand. To create that brand, to grow that brand, is
         the first mission of a product CEO.
   If you succeed you have enormous value. Think
 about Google, Facebook, all these words are verbs
  today, they are not only brands, they are part of a
                          life.“
                                                                               Tariq Krim, Founder netvibe & jolicloud
CHRISTIANVATTER
                  http://www.youtube.com/watch?v=lolELQKL8q0 from min. 33:45                                             2
A brand is what people think and feel
about a product, a service or an
organization.




CHRISTIANVATTER                         3
A clear standpoint helps categorizing
and thus storing these bits of
information.




CHRISTIANVATTER                         4
HOW WE HANDLE INFORMATION


                    Food


                    MP3-                 Search
                    Player               Engine

                              Private
                             Apartment
                              Booking




CHRISTIANVATTER                                   5
HOW WE HANDLE INFORMATION


                    Pizza


                    iPod             Google


                            airbnb




CHRISTIANVATTER                               6
WHY IS THIS NECESSARY?




CHRISTIANVATTER          7
WE LIVE IN TIMES OF ABUNDANCE
                                choices




                                available time



CHRISTIANVATTER                                  8
SO MANY NEW SERVICES EVERY DAY




                   Source: www.socialmatchbox.com/wp/2010/09/21/dont-play-the-customer-shell-game/
CHRISTIANVATTER                                                                                  9
SO MUCH CONTENT ASKING FOR ATTENTION
60 hours of new youtube videos every minute
http://youtube-global.blogspot.de/2012/01/holy-nyans-60-hours-per-minute-and-4.html




                              more than 5 million photos uploaded to Instagram every day
                              http://thesocialskinny.com/100-more-social-media-statistics-for-2012/




over one billion facebook posts per day
http://www.worldwidewebsize.com



                                                             630.000.000 active websites on the internet
                                                             http://news.netcraft.com/archives/2013/01/07/january-2013-web-server-survey-2.html




 1.300.000.000 cute cat photos on the internet (estimation)
 http://diaryofnumbers.blogspot.de/2010/09/i-can-haz-estimation.html



CHRISTIANVATTER                                                                                                                               10
SOME MORE REASONS FOR BRANDS




CHRISTIANVATTER                11
BRANDS HELP YOU DISTINGUISH




CHRISTIANVATTER               12
BRANDS YIELD HIGHER PRICES




                  0,80€      2,80€
CHRISTIANVATTER                      13
BRANDS TRICK YOUR PERCEPTION
            Tasting Pepsi vs. Coke           Blind tasting




                          65 %
                                               51 %
                                                             44 %


                  23 %
                                     12 %
                                                                             5 %
                                     equal                                   equal
                                                         Source: De Chernatony & McDonald (1992)
CHRISTIANVATTER                                                                                14
                                                                            Source: www.stillad.com
BRANDS PROTECT AGAINST PIRACY




                  Source: http://gadgetsrepublic.com/wp-content/uploads/2010/09/iphonesvshiphone.jpg
CHRISTIANVATTER                                                                                        15
ULTIMATELY, BRANDS CREATE CORPORATE VALUE




                                   Soruce: Interbrand - Best Global Brands 2012
CHRISTIANVATTER                                                              16
SO HOW DOES THIS BRAND THING WORK?




CHRISTIANVATTER                  17
BUSINESS GOALS


                                 Price
                   CUSTOMER
                  ACQUISITION              Advertising

                                Sales

                                               Product
                  CUSTOMER
                  RETENTION      Service
                                             Customer
                                           communication




CHRISTIANVATTER                                            18
PSYCHOLOGICAL GOALS




                  DISCOVER   UNDERSTAND   PREFER
                             & REMEMBER



CHRISTIANVATTER                                    19
BRANDS BRIDGE THE GAP


                                      BRAND
                                      A CLEAR CONCEPT

                                   CONSISTENT EXPERIENCES




                  BUSINESS GOALS                        PSYCHOLOGICAL GOALS



CHRISTIANVATTER                                                               20
1. When you are a company you cannot not be a brand.
   Brands are what people say it is, not what you say it is.

2. With so much asking for our attention, only brands
   that have a clear standpoint have a chance to be
   noticed, stored, recalled.

3. Brands mediate between psychological and business
   goals by providing a clear concept that guides all
   experiences with your company.




CHRISTIANVATTER                                            21
1. CREATE A COMPELLING BRAND IDEA




CHRISTIANVATTER                     22
ESSENTIAL: A STRONG POINT OF VIEW




                    BRAND IDEA




CHRISTIANVATTER                     23
SOME BRAND IDEAS




                   inspiring community spirit


CHRISTIANVATTER                                 24
SOME BRAND IDEAS




                   lovely travel search


CHRISTIANVATTER                           25
SOME BRAND IDEAS




                  protection for you and your family


CHRISTIANVATTER                                        26
WHERE BRAND IDEAS CAN BE FOUND




CHRISTIANVATTER                  27
WHERE TO LOOK FOR BRAND IDEAS

                  SOMETHING SPECIAL IN…


                         MOTIVATION:
                       why I am doing this


                            BEHAVIOR:
                    way of dealing with people


                         PRODUCT FACT:
                          what I offer

CHRISTIANVATTER                                  28
PRODUCT FACT – LENOVO




                        Source: www.stillad.com
CHRISTIANVATTER                                   29
BEHAVIOR – INNOCENT




  „We promise that anything innocent
  will always taste good and do you good.
  We promise that we‘ll never use
  concentrates, preservatives, stabilisers, or
  any weird stuff in our drinks. And we
  promise to brush our teeth twice a day.“

  „Pop round to Fruit Towers,“ … „or call
  the banana phone.“

                                                 Source: www.innocentdrinks.co.uk
CHRISTIANVATTER                                                                 30
MOTIVATION – NIKE




                    Source: www.adverbox.com

CHRISTIANVATTER                            31
DO SOME RESEARCH!

Look at your product:
– What problem does it tackle?
– Which is the benefit for the customer?
– What is its underlying assumption towards the way the
  problem is solved?




CHRISTIANVATTER                                           32
DO SOME RESEARCH!

Look at your customer:
– What do they think and feel about your product and your
  company?
– How are they using your product?
– Which products do they see as alternatives or substitutes?
– How do they experience the customer journey?




CHRISTIANVATTER                                                33
DO SOME RESEARCH!

Look at the market and competitors:
– Wich are differences concerning the solution?
– Which positions do they take, if any?
– Are there underlying beliefs common to all market
  participants?




CHRISTIANVATTER                                       34
DO SOME RESEARCH!

And finally (not to forget):
– How do you see your relationship to your customer?
– Why did you start this, where do you want to go with it?




CHRISTIANVATTER                                              35
FILL THE MATRIX

                          internal view   compare to    customer view
                                          competitors
 finding brand ideas in
 product




 behavior/attitude




 motivation



CHRISTIANVATTER                                                         36
A GOOD BRAND IDEA



                   attractive to         differentiating
                  your audience          to competitors




                               authentic for
                              your company




CHRISTIANVATTER                                            37
ATTRACTIVE TO ALL OF YOUR AUDIENCE


                                 customers


                                                    talents

                               employees



                                     investors


                                                 the general public
                                 the press



CHRISTIANVATTER                                                       38
DON‘T DO WHAT EVERYONE ELSE DOES




CHRISTIANVATTER                    39
DON‘T DO WHAT EVERYONE ELSE DOES




CHRISTIANVATTER                    40
DON‘T DO WHAT EVERYONE ELSE DOES

                                           Pleasure

                                                          Model D
                                                  the young with love of life        Model E
                                                                                daredevil with style

                    Model A
                  the solid one

                          Model B
  Product/             the classy one                                                                  Lifestyle/
 Substance                                                                                              Attitude
                                                                            Model F
                        Model C                                    cool everyday companion
                  the smart allrounder




                                         Functionality
CHRISTIANVATTER                                                                                                     41
KEEPING A PROMIS IS EASIER WHEN YOU ARE AUTHENTIC




                                        Source: www.darmano.typepad.com

CHRISTIANVATTER                                                       42
NOW AND IN THE FUTURE:
CAN YOU BUILD YOUR BUSINESS ON THE BRAND IDEA?




                    http://alienexplorations.blogspot.de/2010/09/moebius-inspiration-for-nostromos.html
CHRISTIANVATTER                                                                                           43
FROM IDEA TO IDENTITY




                    BRAND IDEA


                                  Brand
                                 Identity
CHRISTIANVATTER                             44
A BRAND IDENTITY




         Brand
        Identity   =       brand Idea    + some attributes +
                                            that justify it         personality



                                        a couple of great examples that
                       +                     bring the idea to life




CHRISTIANVATTER                                                                   45
THE IDENTITY GRID


                       WHAT                                      HOW
                  attributes of your                 how you are doing things,
                  product, process,                  what you value, your stance
                  service, team etc.                   to business in general

                                         BRAND IDEA
                                       a central benefit,
                                       concept, thought

                                       GREAT EXAMPLES
                              which features, names, products,
                                people, stories make people
                                  experience your brand



CHRISTIANVATTER                                                                    46
IDENTITY GRID = INTERNAL & EXTERNAL MANAGEMENT TOOL

                                            guiding light
                                            to focus on a
                                            standpoint


                  WHAT                HOW   briefing tool for
                                            agencies,
                         BRAND IDEA         common thread
                                            in look & feel
                    GREAT EXAMPLES

                                            internal
                                            motivation

CHRISTIANVATTER                                                 47
IDENTITY GRID FOR APPLE

                               WHAT                                    HOW
                  ease of use                        sleek, cool
                  highly aesthetic design            highly valuable
                  constant UX innovation             effortless
                                                     leading




                                            Simplicity & Design

                  iPhone, iPad                       Steve Jobs
                  iOS                                the „i“
                  Ecosystem (of hard & software)
                  Apple stores

                                             GREAT EXAMPLES
CHRISTIANVATTER                                                              48
SOME EXAMPLES
OF CONCISE BRAND IDEAS




CHRISTIANVATTER          49
www.culinarymisfits.de



   CHRISTIANVATTER       50
CHRISTIANVATTER
                  www.theberrycompany.co.uk   51
CHRISTIANVATTER
                  www.stop-the-water-while-using-me.com   52
1. To be noticed and remembered your brand needs a
   clear position: a brand idea. It can be found in product
   facts, the way you deal with the world, or in the reason
   why you are running your business.

2. To find your brand idea, you need to do some research:
   internally, check competitors, put yourself in your
   customer‘s shoes.

3. A good brand idea appeals to your audience, sets you
   apart from competitors and is authentic to yourself.

4. To make it manageable, you need to describe your
   brand formally in an identity grid.

CHRISTIANVATTER                                               53
2. IMPLEMENTING THE BRAND
CONSISTENTLY




CHRISTIANVATTER             54
„Brands are just a collection of experiences. It’s not
about coming up with this big branding campaign. It
  is about creating lots of small experiences that are
 going to get them wanting to come back for more.
So it has to start with small steps that lead to a larger
   set of experiences that build the brand form the
                      bottom up.“

                                            Peter Sims, Founder BLK SHP Innovation
CHRISTIANVATTER
                  Source: The Naked Brand                                       55
THE STARTING POINT OF EVERYTHING



                  WHAT                    HOW




                           BRAND IDEA




                         GREAT EXAMPLES




CHRISTIANVATTER                                 56
YOUR BRAND: THE CENTRAL IDEA OF YOUR ORGANIZATION
                                                  PR & Advertising
                              Product & service     Campaigns      Tonality guidelines
                                 innovations
                     Portfolio strategy/                                     Channel planning
                      line extensions


                                                                                 Corporate Design
         Management Principles
                                                   BRAND IDEA                          Naming
                  Code of conduct
                    employees                                                     Product Design
                         Internal
                      Communication                                             Retail Design
                                                                     Corporate Architecture
                               Recruiting
                                                      Behavior of products

CHRISTIANVATTER                                                                                     57
LIKE A FILTER FOR EVERYTHING YOU DO




                        Source: www.slideshare.net/brandriveninnovation/brand-driven-innovation-2010
CHRISTIANVATTER                                                                                   58
YOUR TOOLBOX

                                              User Experience
                             Messages
                             Performance
                             Appearance
                             Behavior


            BRAND IDENTITY   MANIFESTATIONS     USER/BUYER


CHRISTIANVATTER                                                 59
IMPLEMENTING THROUGH TOUCHPOINTS
                                                               Print Ad
                                                CSR Activity               TV/Radio Ad

                                      Invoice/Bill                                  Online Ad

                         Sales Representative                                             Billboard
                  Personal Communication
                                                                                                Newsletter
                             Email/Phone
                       Loyalty Program
                                                                                                  Facebook Page

                      Customer Service                                                             Packaging

                      Customer Magazine
                                                                                                Mobile App

                      Trade Show/Exhibition
                                                                                          Online Shop

                                  Corporate Event
                                                                                   Website
                                           Brochure/Flyer/
                                                                          Shop/Retail
                                           Catalogue           Employee

CHRISTIANVATTER                                                                                                   60
BE CONSISTENT IN IMPORTANT ENCOUNTERS!




CHRISTIANVATTER                          61
BE CONSISTENT OVER TIME!




CHRISTIANVATTER            62
AXE – WE HELP YOU GET LAID




CHRISTIANVATTER              63
AXE – WE HELP YOU GET LAID




CHRISTIANVATTER              64
APPLE – SIMPLICITY & DESIGN




CHRISTIANVATTER               65
BUT THAT‘S NOT ALL…




CHRISTIANVATTER       66
IT‘S ALL ABOUT THE EXPERIENCE:
BRAND UX




CHRISTIANVATTER                  67
„CMOs hate me for saying that, but if you
                     took so many of the resources that are
                     dedicated towards purely marketing or
                   advertising for your products, and put that
                  money into making it better, into improving
                    the customer service, into improving the
                  product, into improving the UX experience,
                  you would probably do a lot more for your
                    PR, for your marketing, for you buzz, for
                      your brand love, than anything else.“
                                                                Alexis Ohanian, Founder of reddit and Hipmunk
CHRISTIANVATTER
                    http://99u.com/videos/7259/Alexis-Ohanian-Give-a-Damn-Give-Lots-of-Damns from min. 4:35   68
HOW BRANDING IS USUALLY SEEN




CHRISTIANVATTER                69
HOW PEOPLE REALLY INTERACT WITH BRANDS




CHRISTIANVATTER                          70
HOW PEOPLE REALLY INTERACT WITH BRANDS




CHRISTIANVATTER                          71
BRAND UX – MARKETING THROUGH EXPERIENCE



                  1.                 2.                       3.
        Identify the brand    Create the best-in-     Bring your brand idea
       encounters that are   class user experience   to live through service
        most important to    with these encounters      add-ons or value-
         your customers.     (matching user needs      adding features in
                                 & capabilities).       these encounters.




CHRISTIANVATTER                                                                72
POWER2SWITCH ELECTRICITY BILL




                               www.power2switch.com
CHRISTIANVATTER                                       73
DOMINO‘S PIZZA TRACKER




CHRISTIANVATTER                                                               74
                  https://order.dominos.com/en/pages/tracker/#/track/order/
APPLE GENUIS BAR




CHRISTIANVATTER   http://www.flickr.com/photos/maebmij/165837985/   75
HYUNDAI EQUUS IPAD APP




                  http://www.youtube.com/watch?v=4DjgT4d6GX4
CHRISTIANVATTER                                                76
TESCO / HOMEPLUS SHOPPING




                  http://www.littledoremi.com/tesco-homeplus-subway-virtual-store-in-south-korea/
CHRISTIANVATTER                                                                                     77
KICK-STARTING YOUR BRAND




CHRISTIANVATTER            78
THE BRANDING PROCESS




                                                  Implemen-
         Data     Analysis   Insight   Strategy     tation




CHRISTIANVATTER                                               79
THE ROAD TO SUCCESSFUL BRAND IMPLEMENTATION

                                   2. Perfecting the                3. Increasing the
     1. Building the basics
                                      experience                        awareness

 DESIGN                       EXPERIENCE                      COMMUNICATION



    Corporate Design           Product performance and UX      Campaigns
    Stationary                 Helpful services and add-ons    PR
    Website                    Great features stressing the
    Presentation Design        brand idea




CHRISTIANVATTER                                                                         80
PAY ATTENTION TO DETAILS

                           Explanation movie

                                                Welcome Mail



                            Monthly Bill


                                               Dashboard




CHRISTIANVATTER                                                81
HIPMUNK – „LOVE TRAVEL SEARCH“ IN EVERY DETAIL




                                                 www.hipmunk.com
CHRISTIANVATTER                                               82
HIPMUNK – „LOVE TRAVEL SEARCH“ IN EVERY DETAIL




                                                 www.hipmunk.com
CHRISTIANVATTER                                               83
BLOCK BURGER – HAMBURG DOWN TO THE WAITING NUMBER




                  Instead of giving you a number
                  to tell you when your order is
                  ready, Block Burger gives you
                  a Hamburg street.


CHRISTIANVATTER                                     84
1. You cannot not communicate. Everything you do as a
   brand tells something about yourself.

2. Putting the brand in the center of your organization
   helps delivering a consistent brand experience through
   messages, performance, appearance, and behavior –
   consistently over touchpoints and over time.

3. Brands are tools that people use to fulfill their needs.
   Therefor you should identify the most important
   touchpoint and there provide a first class experience,
   bringing the brand idea to live through services and
   features.


CHRISTIANVATTER                                               85
CHRISTIAN VATTER,
BRAND EXPERIENCE
CONSULTANT




                    Photo: Mandy Schaff
CHRISTIANVATTER                       86
MARKETING PSYCHOLOGIST




CHRISTIANVATTER          87
EXPERIENCE DESIGN STRATEGIST




CHRISTIANVATTER                88
10 YEARS CONSULTING BRAND, COMMUNICATION, EXPERIENCE




CHRISTIANVATTER                                    89
BRAND EXPERIENCE CONSULTING




         BRAND DEFINITION      COMMUNICATION           EXPERIENCE STRATEGY
                                 STRATEGY                    & DESIGN
      A clear stance:        Messages to the point:       Good performance
   Working out a relevant     Planing the trinity of        where it counts:
     and unique core         target group, message,         Adding value and
         message            and channel with a view    bringing brand values to
                                on affectivity and       life through services,
                                    efficiency          features, touch points



CHRISTIANVATTER                                                               90
CHEERS!




Photos & Illustrations: Christian Vatter




More about Christian Vatter at
www.christianvatter.com


CHRISTIANVATTER                            91

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The Essentials of Brand Strategy - General Assembly Class

  • 1. THE ESSENTIALS OF BRAND STRATEGY CHRISTIAN VATTER FOR GENERAL ASSEMBLY FEBRUARY 2013 CHRISTIANVATTER
  • 2. „The biggest challenge is branding. When I’m talking about branding I talk about creating a new brand. When you start a company, you have to get a new brand. To create that brand, to grow that brand, is the first mission of a product CEO. If you succeed you have enormous value. Think about Google, Facebook, all these words are verbs today, they are not only brands, they are part of a life.“ Tariq Krim, Founder netvibe & jolicloud CHRISTIANVATTER http://www.youtube.com/watch?v=lolELQKL8q0 from min. 33:45 2
  • 3. A brand is what people think and feel about a product, a service or an organization. CHRISTIANVATTER 3
  • 4. A clear standpoint helps categorizing and thus storing these bits of information. CHRISTIANVATTER 4
  • 5. HOW WE HANDLE INFORMATION Food MP3- Search Player Engine Private Apartment Booking CHRISTIANVATTER 5
  • 6. HOW WE HANDLE INFORMATION Pizza iPod Google airbnb CHRISTIANVATTER 6
  • 7. WHY IS THIS NECESSARY? CHRISTIANVATTER 7
  • 8. WE LIVE IN TIMES OF ABUNDANCE choices available time CHRISTIANVATTER 8
  • 9. SO MANY NEW SERVICES EVERY DAY Source: www.socialmatchbox.com/wp/2010/09/21/dont-play-the-customer-shell-game/ CHRISTIANVATTER 9
  • 10. SO MUCH CONTENT ASKING FOR ATTENTION 60 hours of new youtube videos every minute http://youtube-global.blogspot.de/2012/01/holy-nyans-60-hours-per-minute-and-4.html more than 5 million photos uploaded to Instagram every day http://thesocialskinny.com/100-more-social-media-statistics-for-2012/ over one billion facebook posts per day http://www.worldwidewebsize.com 630.000.000 active websites on the internet http://news.netcraft.com/archives/2013/01/07/january-2013-web-server-survey-2.html 1.300.000.000 cute cat photos on the internet (estimation) http://diaryofnumbers.blogspot.de/2010/09/i-can-haz-estimation.html CHRISTIANVATTER 10
  • 11. SOME MORE REASONS FOR BRANDS CHRISTIANVATTER 11
  • 12. BRANDS HELP YOU DISTINGUISH CHRISTIANVATTER 12
  • 13. BRANDS YIELD HIGHER PRICES 0,80€ 2,80€ CHRISTIANVATTER 13
  • 14. BRANDS TRICK YOUR PERCEPTION Tasting Pepsi vs. Coke Blind tasting 65 % 51 % 44 % 23 % 12 % 5 % equal equal Source: De Chernatony & McDonald (1992) CHRISTIANVATTER 14 Source: www.stillad.com
  • 15. BRANDS PROTECT AGAINST PIRACY Source: http://gadgetsrepublic.com/wp-content/uploads/2010/09/iphonesvshiphone.jpg CHRISTIANVATTER 15
  • 16. ULTIMATELY, BRANDS CREATE CORPORATE VALUE Soruce: Interbrand - Best Global Brands 2012 CHRISTIANVATTER 16
  • 17. SO HOW DOES THIS BRAND THING WORK? CHRISTIANVATTER 17
  • 18. BUSINESS GOALS Price CUSTOMER ACQUISITION Advertising Sales Product CUSTOMER RETENTION Service Customer communication CHRISTIANVATTER 18
  • 19. PSYCHOLOGICAL GOALS DISCOVER UNDERSTAND PREFER & REMEMBER CHRISTIANVATTER 19
  • 20. BRANDS BRIDGE THE GAP BRAND A CLEAR CONCEPT CONSISTENT EXPERIENCES BUSINESS GOALS PSYCHOLOGICAL GOALS CHRISTIANVATTER 20
  • 21. 1. When you are a company you cannot not be a brand. Brands are what people say it is, not what you say it is. 2. With so much asking for our attention, only brands that have a clear standpoint have a chance to be noticed, stored, recalled. 3. Brands mediate between psychological and business goals by providing a clear concept that guides all experiences with your company. CHRISTIANVATTER 21
  • 22. 1. CREATE A COMPELLING BRAND IDEA CHRISTIANVATTER 22
  • 23. ESSENTIAL: A STRONG POINT OF VIEW BRAND IDEA CHRISTIANVATTER 23
  • 24. SOME BRAND IDEAS inspiring community spirit CHRISTIANVATTER 24
  • 25. SOME BRAND IDEAS lovely travel search CHRISTIANVATTER 25
  • 26. SOME BRAND IDEAS protection for you and your family CHRISTIANVATTER 26
  • 27. WHERE BRAND IDEAS CAN BE FOUND CHRISTIANVATTER 27
  • 28. WHERE TO LOOK FOR BRAND IDEAS SOMETHING SPECIAL IN… MOTIVATION: why I am doing this BEHAVIOR: way of dealing with people PRODUCT FACT: what I offer CHRISTIANVATTER 28
  • 29. PRODUCT FACT – LENOVO Source: www.stillad.com CHRISTIANVATTER 29
  • 30. BEHAVIOR – INNOCENT „We promise that anything innocent will always taste good and do you good. We promise that we‘ll never use concentrates, preservatives, stabilisers, or any weird stuff in our drinks. And we promise to brush our teeth twice a day.“ „Pop round to Fruit Towers,“ … „or call the banana phone.“ Source: www.innocentdrinks.co.uk CHRISTIANVATTER 30
  • 31. MOTIVATION – NIKE Source: www.adverbox.com CHRISTIANVATTER 31
  • 32. DO SOME RESEARCH! Look at your product: – What problem does it tackle? – Which is the benefit for the customer? – What is its underlying assumption towards the way the problem is solved? CHRISTIANVATTER 32
  • 33. DO SOME RESEARCH! Look at your customer: – What do they think and feel about your product and your company? – How are they using your product? – Which products do they see as alternatives or substitutes? – How do they experience the customer journey? CHRISTIANVATTER 33
  • 34. DO SOME RESEARCH! Look at the market and competitors: – Wich are differences concerning the solution? – Which positions do they take, if any? – Are there underlying beliefs common to all market participants? CHRISTIANVATTER 34
  • 35. DO SOME RESEARCH! And finally (not to forget): – How do you see your relationship to your customer? – Why did you start this, where do you want to go with it? CHRISTIANVATTER 35
  • 36. FILL THE MATRIX internal view compare to customer view competitors finding brand ideas in product behavior/attitude motivation CHRISTIANVATTER 36
  • 37. A GOOD BRAND IDEA attractive to differentiating your audience to competitors authentic for your company CHRISTIANVATTER 37
  • 38. ATTRACTIVE TO ALL OF YOUR AUDIENCE customers talents employees investors the general public the press CHRISTIANVATTER 38
  • 39. DON‘T DO WHAT EVERYONE ELSE DOES CHRISTIANVATTER 39
  • 40. DON‘T DO WHAT EVERYONE ELSE DOES CHRISTIANVATTER 40
  • 41. DON‘T DO WHAT EVERYONE ELSE DOES Pleasure Model D the young with love of life Model E daredevil with style Model A the solid one Model B Product/ the classy one Lifestyle/ Substance Attitude Model F Model C cool everyday companion the smart allrounder Functionality CHRISTIANVATTER 41
  • 42. KEEPING A PROMIS IS EASIER WHEN YOU ARE AUTHENTIC Source: www.darmano.typepad.com CHRISTIANVATTER 42
  • 43. NOW AND IN THE FUTURE: CAN YOU BUILD YOUR BUSINESS ON THE BRAND IDEA? http://alienexplorations.blogspot.de/2010/09/moebius-inspiration-for-nostromos.html CHRISTIANVATTER 43
  • 44. FROM IDEA TO IDENTITY BRAND IDEA Brand Identity CHRISTIANVATTER 44
  • 45. A BRAND IDENTITY Brand Identity = brand Idea + some attributes + that justify it personality a couple of great examples that + bring the idea to life CHRISTIANVATTER 45
  • 46. THE IDENTITY GRID WHAT HOW attributes of your how you are doing things, product, process, what you value, your stance service, team etc. to business in general BRAND IDEA a central benefit, concept, thought GREAT EXAMPLES which features, names, products, people, stories make people experience your brand CHRISTIANVATTER 46
  • 47. IDENTITY GRID = INTERNAL & EXTERNAL MANAGEMENT TOOL guiding light to focus on a standpoint WHAT HOW briefing tool for agencies, BRAND IDEA common thread in look & feel GREAT EXAMPLES internal motivation CHRISTIANVATTER 47
  • 48. IDENTITY GRID FOR APPLE WHAT HOW ease of use sleek, cool highly aesthetic design highly valuable constant UX innovation effortless leading Simplicity & Design iPhone, iPad Steve Jobs iOS the „i“ Ecosystem (of hard & software) Apple stores GREAT EXAMPLES CHRISTIANVATTER 48
  • 49. SOME EXAMPLES OF CONCISE BRAND IDEAS CHRISTIANVATTER 49
  • 50. www.culinarymisfits.de CHRISTIANVATTER 50
  • 51. CHRISTIANVATTER www.theberrycompany.co.uk 51
  • 52. CHRISTIANVATTER www.stop-the-water-while-using-me.com 52
  • 53. 1. To be noticed and remembered your brand needs a clear position: a brand idea. It can be found in product facts, the way you deal with the world, or in the reason why you are running your business. 2. To find your brand idea, you need to do some research: internally, check competitors, put yourself in your customer‘s shoes. 3. A good brand idea appeals to your audience, sets you apart from competitors and is authentic to yourself. 4. To make it manageable, you need to describe your brand formally in an identity grid. CHRISTIANVATTER 53
  • 54. 2. IMPLEMENTING THE BRAND CONSISTENTLY CHRISTIANVATTER 54
  • 55. „Brands are just a collection of experiences. It’s not about coming up with this big branding campaign. It is about creating lots of small experiences that are going to get them wanting to come back for more. So it has to start with small steps that lead to a larger set of experiences that build the brand form the bottom up.“ Peter Sims, Founder BLK SHP Innovation CHRISTIANVATTER Source: The Naked Brand 55
  • 56. THE STARTING POINT OF EVERYTHING WHAT HOW BRAND IDEA GREAT EXAMPLES CHRISTIANVATTER 56
  • 57. YOUR BRAND: THE CENTRAL IDEA OF YOUR ORGANIZATION PR & Advertising Product & service Campaigns Tonality guidelines innovations Portfolio strategy/ Channel planning line extensions Corporate Design Management Principles BRAND IDEA Naming Code of conduct employees Product Design Internal Communication Retail Design Corporate Architecture Recruiting Behavior of products CHRISTIANVATTER 57
  • 58. LIKE A FILTER FOR EVERYTHING YOU DO Source: www.slideshare.net/brandriveninnovation/brand-driven-innovation-2010 CHRISTIANVATTER 58
  • 59. YOUR TOOLBOX User Experience Messages Performance Appearance Behavior BRAND IDENTITY MANIFESTATIONS USER/BUYER CHRISTIANVATTER 59
  • 60. IMPLEMENTING THROUGH TOUCHPOINTS Print Ad CSR Activity TV/Radio Ad Invoice/Bill Online Ad Sales Representative Billboard Personal Communication Newsletter Email/Phone Loyalty Program Facebook Page Customer Service Packaging Customer Magazine Mobile App Trade Show/Exhibition Online Shop Corporate Event Website Brochure/Flyer/ Shop/Retail Catalogue Employee CHRISTIANVATTER 60
  • 61. BE CONSISTENT IN IMPORTANT ENCOUNTERS! CHRISTIANVATTER 61
  • 62. BE CONSISTENT OVER TIME! CHRISTIANVATTER 62
  • 63. AXE – WE HELP YOU GET LAID CHRISTIANVATTER 63
  • 64. AXE – WE HELP YOU GET LAID CHRISTIANVATTER 64
  • 65. APPLE – SIMPLICITY & DESIGN CHRISTIANVATTER 65
  • 66. BUT THAT‘S NOT ALL… CHRISTIANVATTER 66
  • 67. IT‘S ALL ABOUT THE EXPERIENCE: BRAND UX CHRISTIANVATTER 67
  • 68. „CMOs hate me for saying that, but if you took so many of the resources that are dedicated towards purely marketing or advertising for your products, and put that money into making it better, into improving the customer service, into improving the product, into improving the UX experience, you would probably do a lot more for your PR, for your marketing, for you buzz, for your brand love, than anything else.“ Alexis Ohanian, Founder of reddit and Hipmunk CHRISTIANVATTER http://99u.com/videos/7259/Alexis-Ohanian-Give-a-Damn-Give-Lots-of-Damns from min. 4:35 68
  • 69. HOW BRANDING IS USUALLY SEEN CHRISTIANVATTER 69
  • 70. HOW PEOPLE REALLY INTERACT WITH BRANDS CHRISTIANVATTER 70
  • 71. HOW PEOPLE REALLY INTERACT WITH BRANDS CHRISTIANVATTER 71
  • 72. BRAND UX – MARKETING THROUGH EXPERIENCE 1. 2. 3. Identify the brand Create the best-in- Bring your brand idea encounters that are class user experience to live through service most important to with these encounters add-ons or value- your customers. (matching user needs adding features in & capabilities). these encounters. CHRISTIANVATTER 72
  • 73. POWER2SWITCH ELECTRICITY BILL www.power2switch.com CHRISTIANVATTER 73
  • 74. DOMINO‘S PIZZA TRACKER CHRISTIANVATTER 74 https://order.dominos.com/en/pages/tracker/#/track/order/
  • 75. APPLE GENUIS BAR CHRISTIANVATTER http://www.flickr.com/photos/maebmij/165837985/ 75
  • 76. HYUNDAI EQUUS IPAD APP http://www.youtube.com/watch?v=4DjgT4d6GX4 CHRISTIANVATTER 76
  • 77. TESCO / HOMEPLUS SHOPPING http://www.littledoremi.com/tesco-homeplus-subway-virtual-store-in-south-korea/ CHRISTIANVATTER 77
  • 79. THE BRANDING PROCESS Implemen- Data Analysis Insight Strategy tation CHRISTIANVATTER 79
  • 80. THE ROAD TO SUCCESSFUL BRAND IMPLEMENTATION 2. Perfecting the 3. Increasing the 1. Building the basics experience awareness DESIGN EXPERIENCE COMMUNICATION Corporate Design Product performance and UX Campaigns Stationary Helpful services and add-ons PR Website Great features stressing the Presentation Design brand idea CHRISTIANVATTER 80
  • 81. PAY ATTENTION TO DETAILS Explanation movie Welcome Mail Monthly Bill Dashboard CHRISTIANVATTER 81
  • 82. HIPMUNK – „LOVE TRAVEL SEARCH“ IN EVERY DETAIL www.hipmunk.com CHRISTIANVATTER 82
  • 83. HIPMUNK – „LOVE TRAVEL SEARCH“ IN EVERY DETAIL www.hipmunk.com CHRISTIANVATTER 83
  • 84. BLOCK BURGER – HAMBURG DOWN TO THE WAITING NUMBER Instead of giving you a number to tell you when your order is ready, Block Burger gives you a Hamburg street. CHRISTIANVATTER 84
  • 85. 1. You cannot not communicate. Everything you do as a brand tells something about yourself. 2. Putting the brand in the center of your organization helps delivering a consistent brand experience through messages, performance, appearance, and behavior – consistently over touchpoints and over time. 3. Brands are tools that people use to fulfill their needs. Therefor you should identify the most important touchpoint and there provide a first class experience, bringing the brand idea to live through services and features. CHRISTIANVATTER 85
  • 86. CHRISTIAN VATTER, BRAND EXPERIENCE CONSULTANT Photo: Mandy Schaff CHRISTIANVATTER 86
  • 89. 10 YEARS CONSULTING BRAND, COMMUNICATION, EXPERIENCE CHRISTIANVATTER 89
  • 90. BRAND EXPERIENCE CONSULTING BRAND DEFINITION COMMUNICATION EXPERIENCE STRATEGY STRATEGY & DESIGN A clear stance: Messages to the point: Good performance Working out a relevant Planing the trinity of where it counts: and unique core target group, message, Adding value and message and channel with a view bringing brand values to on affectivity and life through services, efficiency features, touch points CHRISTIANVATTER 90
  • 91. CHEERS! Photos & Illustrations: Christian Vatter More about Christian Vatter at www.christianvatter.com CHRISTIANVATTER 91