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MDS | STRATEGIC DESIGN, DESIGN OF THE VALUE OFFERING | JANUARY 10th-12th 2011
                                                              Simona De Rosa
Brand Strategist | Milan | Shanghai
                     Simona De Rosa
              derosimona@gmail.com
AGENDA

  January 10th 2011 | Milan    January 11th 2011 | Milan     January 12th 2011 | Milan



   THE BRAND SYSTEM              WORKSHOP REVIEW             WORKSHOP PRESENTATION
   What branding is about        Brand morphology analysis   Brand morphology analysis
   (from Wally Olins)            (groups of 2/3 people)      (groups of 4/5 people)


   BRAND MORPHOLOGY
   The analysis tool


   BRAND MORPHOLOGY                                          WORKSHOP EVALUATION
   One case demo                                             Brand morphology analysis
   (Uniqlo)




   WORKSHOP LAUNCH               WORKSHOP REVIEW
   Brand morphology analysis     Brand morphology analysis
   (groups of 2/3 people)        (groups of 2/3 people)
what branding is about
some colours?   some typefaces?   a slogan?              a logo?




                                              what branding is about.
ORGANIZATION
ORGANIZATION       ORGANIZATION         ORGANIZATION        ORGANIZATION        ORGANIZATION




                                                                                        branding
        branding




                           branding




                                                branding




                                                                    branding
distributors         dealers           final consumer       manufacture          investors
        branding




                                                                                         branding
                            branding




                                                 branding




                                                                     branding
ORGANIZATION       ORGANIZATION         ORGANIZATION        ORGANIZATION        ORGANIZATION
branding
     is the channel through which
the organization presents itself to itself
        and to its external world.
corporate personality




ORGANIZATION                      AUDIENCE
the soul, the persona,
the spirit of the organization,
manifested in some comprehensible way.




corporate
personality
corporate image




AUDIENCE                     ORGANIZATION
the tangible manifestation
of a corporate personality.
It is what all the audiences perceive
of the identity that has been created and projected




corporate
image
the idea behind
ORGANIZATION
products




behaviour    CORE IDEA      environment




            communication


                                          brand project
brand
          DNA
is a set of blueprints or a recipe or a code which
 contains the instructions needed to construct or
             support the brand project.


                                                     brand project
how to read the brand DNA?
Brand morphology, the genetic coding of brands
Brand morphology

It is a tool that aims to identify a classification system which allows a precise definition
of the brand genome information.
How does it work?
Because the brand system is extraordinarily diverse and changeable, brands cannot be
taken into consideration and analyzed throughout the whole of their complexity.
Brand Strategy Project
                                                                        Andrea Semprini




Figurative level
values and stories are enriched by figures                                Superficial




Narrative level
where the values are organized in stories and narrations                Intermediate




Significance level
consisting of core values                                                       Deep
Brand morphology


filtering | decoding | mapping
Brand morphology


filtering | decoding | mapping
Brand morphology
                                                                                                                     filtering


Visual system
is the physical interface of the core values organised in narrative structures and then expressed through figures.
They are highly exposed to wear over time because more sensitive to the variations of the time and space.




Self-identity
is a multi-dimensional construct that refers to a brand perception of “self ” in relation to any number of
characteristics such as origins, receiver, field of action, aims..




Promise & values
is the statement in which the brand commits itself to offer something to the user by using specific values
Brand morphology
                                                                                            filtering

Promise & values

It should be identified using few keywords and small sentences for a maximum of 30 words.
Brand morphology
                                                                                                       filtering

Self identity

The self-identity is a brief narrative in first person where the brand narrates itself, establishing
the basis of its storytelling.
Brand morphology
                                                                                              filtering

Visual system

Given a time of investigation, point out the products portfolio from a graphical point of
view. The area of investigation is represented by images, visual elements, verbal elements,
colour palette and materials used.
Brand morphology


filtering | decoding | mapping
Brand morphology
                                                                                                                    decoding


Stylistic elements
They regard are all the formal elements that distinguish the brand touch-points of a particular brand.




Story elements
Brands use specific elements to tell their story and to create special effects and empathy.




Core elements
The core elements drive the brand organization. They are the brand is about, what it stands for, what it believes
in.
Brand morphology
                                    decoding
Core elements

Mission (M)
The statement
Goal (G)
Company’s ambitions

Context (Cx)
Company’ circumstances
Brand morphology
                                                                                                 decoding
Story elements

Settings (S)
It includes the origins and the area of applicability in which a brand take place.
Origins (O)
The place the brand comes from.

Area of applicability (Aa)
Where the brand acts.


Character/s (C)
A participant in the story. It is possible to have more than one character in the same story.


Protagonist (P)
It is the main character of the brand story.

Crucial moment (Cm)
It is the climax of the story.

Audience (Au)
It is the group of people who “listen” or “read” the brand.
Brand morphology
                                                                                               decoding
Stylistic elements

Colours (Co)
Colour palette the brand decides to use both on his identity and products.

Shapes (Sh)
Forms and traits chosen by the brand.

Materials (Ma)
Materials and finishing both tangible and intangible.


Language (La)
It identify the style, the type of vocabulary used in the verbal communication of the brand.

*Tone
Colours, shapes, materials and languages, all together set up the brand tone.
Brand morphology


filtering | decoding | mapping
Brand morphology
                                                                                                                  mapping


DNA Comparison graph - detailed
The Comparison Graph is a tool which helps to visualize a comparison between two brands, finding where
genetic traits are similar or where they are different, showing analytically the specific genetic traits.




DNA Comparison graph - general
The Comparison Graph is a tool which helps to visualize a comparison between two brands, finding where
genetic traits are similar or where they are different, taking into consideration the three groups of elements.




Elements scheme
After defined all the main elements of the genome we can try to transcribe all the functions of the brand DNA.
Brand morphology
                                                                                             mapping

Elements scheme

Elements scheme represents the juxtaposition of all the elements pointed out during the
analysis, so that it is possible to realize the composition of a brand at a single sight.


(G Cx) (O Aa) C¹ C² P Cm Au (Co Sh Ma La)
Brand morphology
                                                                                           mapping

DNA Comparison graph - general

After identifying all the brand genome elements and the relative elements scheme, we can
localize similarities and differences.




                Tone (T)              Stylistic elements

                Audience (Au)

                Crucial moment (Cm)

                Protagonist (P)

                Characters (C)

                Settings (S)          Story elements


                Mission (M)           Core elements
Brand morphology
                                                                                           mapping

DNA Comparison graph - detailed

After identifying all the brand genome elements and the relative elements scheme, we can
localize similarities and differences.

      La


      Ma


      Sh


      Co
               Tone (T)              Stylistic elements

               Audience (Au)

               Crucial moment (Cm)

               Protagonist (P)
     C²
     C¹        Characters (C)
     Aa
     O         Settings (S)          Story elements
      Cx

      G
               Mission (M)           Core elements
Brand morphology
Brand   Brand   Brand   Brand   Brand   Brand
Brand   Brand   Brand   Brand   Brand   Brand
Brand                        Brand                Brand                    Brand                 Brand              Brand




                                                                                                                                          Promise & values
                                                                                                                                          Self-identity
                                                                                                                                          Visual system


                   Brand                    Brand               Brand                   Brand               Brand            Brand
 filtering
                                                                                                                                          Core elements
             Mission (M)
             Goal (G)
             Context (Cx)
                                                                                                                                          Story elements
             Settings (S)                    Character/s (C)       Protagonist (P)              Crucial moment (Cm)       Audience (Au)
             Origins (O)
             Area of applicability (Aa)
                                                                                                                                          Stylistic elements

decoding     Colors (Co)                      Shapes (Sh)              Materials (Ma)               Language (La)           Tone (T)
                                                                                                                                          Elements scheme
             (G Cx) (O Aa) C¹ C² P Cm Au (Co Sh Ma La)                                                              M S C¹ C² P Cm T
                                                                                                                                          Comparison graph



mapping
Brand morphology, the genetic coding of brands
REFERENCES

IDENTITY WORKS
http://www.identityworks.com/default.htm

SEMANTIC ARGUMENT
http://www.semanticargument.com/

DBB THE YELLOW PAGES
http://www.ddb.com/what-we-think/yellow-papers/

WOLFFOLINS BLOG
http://www.wolffolinsblog.com/

BRANDZ
http://www.brandz.com/output/

BLACKCOFFEE BLOG
http://www.blackcoffee.com/blog/

LOGO BLINK
http://logoblink.com/

LOGO DESIGN LOVE
http://www.logodesignlove.com/

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Brand morphology, the genetic coding of brands

  • 1. MDS | STRATEGIC DESIGN, DESIGN OF THE VALUE OFFERING | JANUARY 10th-12th 2011 Simona De Rosa
  • 2. Brand Strategist | Milan | Shanghai Simona De Rosa derosimona@gmail.com
  • 3. AGENDA January 10th 2011 | Milan January 11th 2011 | Milan January 12th 2011 | Milan THE BRAND SYSTEM WORKSHOP REVIEW WORKSHOP PRESENTATION What branding is about Brand morphology analysis Brand morphology analysis (from Wally Olins) (groups of 2/3 people) (groups of 4/5 people) BRAND MORPHOLOGY The analysis tool BRAND MORPHOLOGY WORKSHOP EVALUATION One case demo Brand morphology analysis (Uniqlo) WORKSHOP LAUNCH WORKSHOP REVIEW Brand morphology analysis Brand morphology analysis (groups of 2/3 people) (groups of 2/3 people)
  • 5. some colours? some typefaces? a slogan? a logo? what branding is about.
  • 7. ORGANIZATION ORGANIZATION ORGANIZATION ORGANIZATION ORGANIZATION branding branding branding branding branding distributors dealers final consumer manufacture investors branding branding branding branding branding ORGANIZATION ORGANIZATION ORGANIZATION ORGANIZATION ORGANIZATION
  • 8. branding is the channel through which the organization presents itself to itself and to its external world.
  • 10. the soul, the persona, the spirit of the organization, manifested in some comprehensible way. corporate personality
  • 11. corporate image AUDIENCE ORGANIZATION
  • 12. the tangible manifestation of a corporate personality. It is what all the audiences perceive of the identity that has been created and projected corporate image
  • 15. products behaviour CORE IDEA environment communication brand project
  • 16. brand DNA is a set of blueprints or a recipe or a code which contains the instructions needed to construct or support the brand project. brand project
  • 17. how to read the brand DNA?
  • 19. Brand morphology It is a tool that aims to identify a classification system which allows a precise definition of the brand genome information.
  • 20. How does it work? Because the brand system is extraordinarily diverse and changeable, brands cannot be taken into consideration and analyzed throughout the whole of their complexity.
  • 21. Brand Strategy Project Andrea Semprini Figurative level values and stories are enriched by figures Superficial Narrative level where the values are organized in stories and narrations Intermediate Significance level consisting of core values Deep
  • 22. Brand morphology filtering | decoding | mapping
  • 23. Brand morphology filtering | decoding | mapping
  • 24. Brand morphology filtering Visual system is the physical interface of the core values organised in narrative structures and then expressed through figures. They are highly exposed to wear over time because more sensitive to the variations of the time and space. Self-identity is a multi-dimensional construct that refers to a brand perception of “self ” in relation to any number of characteristics such as origins, receiver, field of action, aims.. Promise & values is the statement in which the brand commits itself to offer something to the user by using specific values
  • 25. Brand morphology filtering Promise & values It should be identified using few keywords and small sentences for a maximum of 30 words.
  • 26. Brand morphology filtering Self identity The self-identity is a brief narrative in first person where the brand narrates itself, establishing the basis of its storytelling.
  • 27. Brand morphology filtering Visual system Given a time of investigation, point out the products portfolio from a graphical point of view. The area of investigation is represented by images, visual elements, verbal elements, colour palette and materials used.
  • 28. Brand morphology filtering | decoding | mapping
  • 29. Brand morphology decoding Stylistic elements They regard are all the formal elements that distinguish the brand touch-points of a particular brand. Story elements Brands use specific elements to tell their story and to create special effects and empathy. Core elements The core elements drive the brand organization. They are the brand is about, what it stands for, what it believes in.
  • 30. Brand morphology decoding Core elements Mission (M) The statement Goal (G) Company’s ambitions Context (Cx) Company’ circumstances
  • 31. Brand morphology decoding Story elements Settings (S) It includes the origins and the area of applicability in which a brand take place. Origins (O) The place the brand comes from. Area of applicability (Aa) Where the brand acts. Character/s (C) A participant in the story. It is possible to have more than one character in the same story. Protagonist (P) It is the main character of the brand story. Crucial moment (Cm) It is the climax of the story. Audience (Au) It is the group of people who “listen” or “read” the brand.
  • 32. Brand morphology decoding Stylistic elements Colours (Co) Colour palette the brand decides to use both on his identity and products. Shapes (Sh) Forms and traits chosen by the brand. Materials (Ma) Materials and finishing both tangible and intangible. Language (La) It identify the style, the type of vocabulary used in the verbal communication of the brand. *Tone Colours, shapes, materials and languages, all together set up the brand tone.
  • 33. Brand morphology filtering | decoding | mapping
  • 34. Brand morphology mapping DNA Comparison graph - detailed The Comparison Graph is a tool which helps to visualize a comparison between two brands, finding where genetic traits are similar or where they are different, showing analytically the specific genetic traits. DNA Comparison graph - general The Comparison Graph is a tool which helps to visualize a comparison between two brands, finding where genetic traits are similar or where they are different, taking into consideration the three groups of elements. Elements scheme After defined all the main elements of the genome we can try to transcribe all the functions of the brand DNA.
  • 35. Brand morphology mapping Elements scheme Elements scheme represents the juxtaposition of all the elements pointed out during the analysis, so that it is possible to realize the composition of a brand at a single sight. (G Cx) (O Aa) C¹ C² P Cm Au (Co Sh Ma La)
  • 36. Brand morphology mapping DNA Comparison graph - general After identifying all the brand genome elements and the relative elements scheme, we can localize similarities and differences. Tone (T) Stylistic elements Audience (Au) Crucial moment (Cm) Protagonist (P) Characters (C) Settings (S) Story elements Mission (M) Core elements
  • 37. Brand morphology mapping DNA Comparison graph - detailed After identifying all the brand genome elements and the relative elements scheme, we can localize similarities and differences. La Ma Sh Co Tone (T) Stylistic elements Audience (Au) Crucial moment (Cm) Protagonist (P) C² C¹ Characters (C) Aa O Settings (S) Story elements Cx G Mission (M) Core elements
  • 39. Brand Brand Brand Brand Brand Brand
  • 40. Brand Brand Brand Brand Brand Brand
  • 41. Brand Brand Brand Brand Brand Brand Promise & values Self-identity Visual system Brand Brand Brand Brand Brand Brand filtering Core elements Mission (M) Goal (G) Context (Cx) Story elements Settings (S) Character/s (C) Protagonist (P) Crucial moment (Cm) Audience (Au) Origins (O) Area of applicability (Aa) Stylistic elements decoding Colors (Co) Shapes (Sh) Materials (Ma) Language (La) Tone (T) Elements scheme (G Cx) (O Aa) C¹ C² P Cm Au (Co Sh Ma La) M S C¹ C² P Cm T Comparison graph mapping
  • 43. REFERENCES IDENTITY WORKS http://www.identityworks.com/default.htm SEMANTIC ARGUMENT http://www.semanticargument.com/ DBB THE YELLOW PAGES http://www.ddb.com/what-we-think/yellow-papers/ WOLFFOLINS BLOG http://www.wolffolinsblog.com/ BRANDZ http://www.brandz.com/output/ BLACKCOFFEE BLOG http://www.blackcoffee.com/blog/ LOGO BLINK http://logoblink.com/ LOGO DESIGN LOVE http://www.logodesignlove.com/