2. Who is IDEO
Brand Analysis Framework
Initial and Revised
Consumer
Cost
Convenience
Communication
Content
Conclusion & Recommendations
3. Who is
22-year-old innovation and design consultancy
?
formed by the joined forces of Bill Moggridge, Mike
Nutall and David Kelly in 1991
Uses a human-centered, design-based approach to
help organizations in the business, government,
education, healthcare, and social sectors innovate
and grow’ (IDEO, 2013).
Angela Wilkinson, Head of special projects at Shell
“engineers feel the need to reject the emotional aspect
of creating products as for them, emotion implies
losing control.
4. 4Cs of Branding
Inspired by 4Ps of Marketing
Product
Price
Place
Promotion
Brand Analysis Framework
A framework to understand the Internal view of IDEO’s external Business environment
Perceived View
Portrayed View
5. Human-centered design process
Brand positioning through empathy
towards its consumers.
Awards in product design endorse their
methods and also advertise their
success
Attracts
Consumers
Design Students
Entrepreneurs
Industry Professionals
Prospective employees
Public
6. Cost Perceived Value
Celebrity Spokesperson
Perceived Value
Express their proposition
consistently.
Helps them to understand
the customer purchase
behaviour
Helps to make their products
or services less substitutable
7.
Expanding its services for better business also
provides convenience to its existing and prospective
customers.
Convenience
11 locations all over the world
Open new offices in hometowns of home-sick
employees who want to stay with IDEO- High
employee satisfaction
9. Although from the
outside some
brands may look as
though they are
conquering the
world , all brands
are always
insecure
Openness about their method =
-Wally Olins
Has presence in various countries.
Confidence
Employees not paid well = Brand Image
IDEO is not perceived as a ‘brand’
Who is really in
charge?
Conclusion and
Recommendations
Project managers from different
cultures need to keep the brand values
consistent.
Email and Twitter contact with IDEO
10. Bibliography
Brown, T (2009) Change by Design. New York : HarperCollins
BROWN, T (2008) Design Thinking. Harvard Business review (June) pp. 1-9
COOPER, R and PRESS, M (1995) Design Agenda. Chichester : Wiley
DUST, F (2008) London : a field guide for the curious. San Francisco : Chronicle Books
FREDMAN, C (2002) The IDEO Difference. Hemispheres (August) pp. 52-57
RAPIDBI (2007) Deep Dive brainstorming technique, an innovative process for organizational development [WWW] RAPIDBI. Available from:
http://rapidbi.com/deepdivebrainstormingorganizationaldevelopment/ [Accessed 10/01/2013]
DAWSON, T (2013) The Drivers Of Brand Storytelling Strategy [WWW] Branding Strategy Insider. Available from:
http://www.brandingstrategyinsider.com/brand-storytelling/ [Accessed 8/01/2013]
MCCLEAN, R (2012) The 4 C's versus the 4 P's of Marketing [WWW] Custom Fit Communications Group Inc. Available from:
http://www.customfitonline.com/news/2012/10/19/4-cs-versus-the-4-ps-of-marketing/ [Accessed 9/01/2013]
BHASIN, H (2011) Alternate Marketing mix – Four C’s of Marketing [WWW] Marketing91.com. Available from: http://www.marketing91.com/alternatemarketing-mix-marketing/ [Accessed 9/01/2013]
VIRTUAL ADVISOR (2000) Designed Chaos - An interview with David Kelley, founder and CEO of IDEO [WWW] Virtual Advisor. Available from: http://www.vainteractive.com/inbusiness/editorial/bizdev/articles/ideo.html [Accessed 11/01.2013]
IDEO (2013) IDEO Fact Sheet [WWW] IDEO. Available from http://www.ideo.com/about/ [Accessed 8/1/2013]
KELLY, T (2001) The Art of Innovation. London : HarperCollinsBusiness
KELLY, T (2006) The Ten Faces of Innovation. London : Profile
LOCKWOOD, T (2010) Design Thinking. New York, NY : Allworth Press
LURY, G (2001) Brandwatching, Lifting the Lid on Branding. Ireland: Blackhall Publishing
MOZOTA, B (2003) Design Management. New York : Allworth
MYERSON, J (2004) Masters of Innovation. London: Laurence King Publishing Ltd.
OLINS, W (2003) On Brand. London : Thames & Hudson
RIEZEBOS, R (2003) Brand Management. Harlow : Financial Times Prentice Hall
ROCHA, M (2012) Brand Valuation, a versatile, strategic tool for business. Interbrand. pp. 2-7
VANAUKEN, B (2007) The Brand Audit [WWW] Brand Strategy Insider. Available from: www.brandingstrategyinsider.com/2007/12/the-brand-audit.html
[Accessed 9/01/2013]
KELLEY, T (2013) How to design breakthrough inventions [WWW] CBS News. Available from: http://www.cbsnews.com/video/watch/?id=50138327n [Accessed
10/01/2013]
SHAUGHNESSY, A (2002) IDEO focused on the end-user. Printed Circuit Design, 19(3), pp. 50-51.
Man is a social animal: importantly: Consumers
They have characteristics of their own and thus attract those consumers who have similar traits.
These attributes enable them to not only meet the physical needs of people in the form of products and services but also address needs at emotional levels.
These attributes enable them to not only meet the physical needs of people in the form of products and services but also address needs at emotional levels.
IDEO on the other hand has contradicted this theory and has expanded from just products and engineering to experience design. More importantly it has capitalised on the essence of its service, which is about being empathetic towards its end user, in every sense of their business.