Branding Handouts for Brand Experience Seminar
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Justin Robinson makes a decent attempt to provide some branding tools for those who are focused on brand development.
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Branding Handouts for Brand Experience Seminar
- 1. A Grammar of Branding Justin Robinson Calgary, Alberta, Canada
- 2. Table of Contents •Introduction •Definition •Perception •Tools: Identification, Territory, Experience. •Identification: Common narratives, common symbols. •Territory: An exercise in Blue Oceans. •Experience: Activating pleasure. •Communication theory for novices.
- 3. What are you made of?
- 4. Definition What is your definition of a brand? What does a brand do for you? Any product, service, personality, organization, political or social cause, even civic community.
- 5. 100% Non Rational ONLY solution Language of Dreams. Imagine You are in a Deep Ocean of Dreams... Inhabited by magic fish... SUB / UN CONSCIOUS 95% / 5% Neurons Silent Feeling conversations occurring but don’t know their nature DRAW TRIANGLE
- 6. Perception is Reality -APE -BUGS BUNNY 40% -Blind taste tests -Cheese / Socks -OTC Medicine -$9.99 -Brake! -Vomit / Antidote (inert substance) -Wall Clock Exercise on Next Slide
- 8. My favorite design is the Nike ‘tick’ because IT MAKES ME FEEL CONFIDENT - even though I am not so good at sports. -Raoul, age 11 Does feeling confident improve Raoul’s game next time he’s on the Court? Helping people define who they are, affecting their experience, changing their world. Dealing with a need?
- 9. In most people’s vocabularies, design means veneer. Nothing could be further from the meaning of design. Design is the fundamental soul of a man-made creation. -Steve Jobs
- 10. A brand is a living thing. Takes on a life of its own and shapes the future of your business.
- 12. Identification Territory Experience Communication RECORD WHAT THEY WANT YOU WILL LEAVE WITH 3 TOOLS: FRAMEWORKS
- 13. 1. Identification Adidas vs. Nike Coke vs. Pepsi Hitler, Cults
- 14. The Triumph of Narrative “Leaders achieve their effectiveness chiefly through the stories they relate. In addition to communicating stories, leaders embody these stories. Stories have identity. They are narratives that help individuals think about and feel who they are, where they come from and where they are headed. They constitute the single most powerful weapon in a leader’s arsenal.” -Howard Gardner
- 15. Indiana Jones / Rosa Parks / Wonder Woman / Han Solo / James Bond / Anne of Green Gables / Rocky Balboa / Aphrodite / Oskar Schindler / Robin Hood / Mahatma Gandhi / Superman / Moses / Tinkerbell / Novalee Nation / Buddha / Aristotle / Wayne Gretzky / Nancy Drew / Winston Churchill / Christopher Columbus / Apollo / Amelia Earhart / Albert Einstein / Wolverine / Roberta Bondar / Thomas Edison / Michelangelo / Ellen Degeneres / Condoleeza Rice / Loki / Oprah Winfrey / Bono / Al Gore / Terry Fox / Marlene Dietrich / Nefertiti / Martha Stewart / John Galt / Thor / Captain America / ET / Bill & Melinda Gates / Leonard Cohen / Nellie McClung Small Groups or Dyads Relate the crux of the story Explain how your brand & your customers relate / aspire to this figure.
- 16. creation story / creed / icons / rituals / sacred words / non-believers / a leader Primal Branding: Construct of 7 Pieces of Primal Code that Design a Belief System Creating Communities around a belief system Resonate
- 17. Different Intent to Purchase vs. How Unique is the Product: Uniqueness = the emotional connection
- 18. 2. Territory
- 19. Success means never letting the competition define you. Instead, you have to define yourself based on a point of view you care deeply about. -Tom Chappell Founder, Tom’s of Maine
- 20. The Competition Create a List of all factors that you compete with them on. Create a list of all players in your field.
- 21. Price StarPerform ers Anim alShow sAisle C oncessionsM ultipleArenas Fun & H um orThrills& D anger U niqueVenue Ringling Bros. & Barnum & Bailey Sm GRAPH YOUR INDUSTRY THE SAME WAY INTRODUCE RED OCEAN / BLUE OCEAN CONCEPT
- 22. PriceStarPerform ers Anim alShow s Aisle C oncessions M ultipleArenasFun & H um or Thrills& D angerU niqueVenue Them e M ultiple Productions Artistic M usic & D ance Cirque Du Soleil Ringling Bros. & Barnum & Bailey Smaller Regional Circuses
- 23. A NewValue Curve Reduce (Well Below Industry Standards) Create (Industry Has Never Offered) Raise (Well Above Industry Standards) Eliminate (Industry Takes For Granted)
- 26. { Episode / Happening / Encounter / Adventure / Perception / Life / Existence / Taste / Sense / Live Through / Undergo / Affected By / What One Meets With / Spiritual Conversion } 3. Experience
- 27. Starbucks is an experiential brand The package design of whole bean coffees matters. The hours of operation signs on the front door matters. The way the chocolate-covered espresso beans are merchandised on the shelves matters. The music playing in-store matters. The way baristas dress matters. The way your espresso drink is prepared and delivered matters. The promotional sign placed at the main cash register matters. The lighting in the restrooms matters. E-V-E-R-Y-T-H-I-N-G to Starbucks matters. -John Moore
- 29. Communication Theory for Novices* * Early stage but showing promise as individuals who might advance quickly through the basics.
- 30. Speech Act Theory What you will say, what you don’t say, what you won’t say. Quantity Quality Relation Manner
- 32. Sprezzatura •Rehearsed Spontaneity •Appear Effortless •True art is what does not seem to be art. •Life as Art •Geisha - Every Action is Art •Persuasiveness •“There is such a thing as careful negligence.” •More beautiful when unadorned.
- 34. A complex system that works is invariably found to have evolved from a simple system that works. -John Gaule
- 35. Perfection [in design] is achieved not when there is nothing more to add, but rather when there is nothing more to take away. -Eric Raymond
- 37. It was a revelation to discover how design could change people’s behavior. I learned that simply by altering the graphic content of an exhibit you could double the number of people who visited it. -Gillian Thomas, formerly of The Science Museum/UK