Se ha denunciado esta presentación.
Utilizamos tu perfil de LinkedIn y tus datos de actividad para personalizar los anuncios y mostrarte publicidad más relevante. Puedes cambiar tus preferencias de publicidad en cualquier momento.
And togetherwith 45 people in 5 cities...
BaseBCNBaseNYCBaseSCLBaseGVAU
we are Base
BrandingXTechnology
The Story ofCliff &Chase Bank
Cliff Kuang, Editor-in-ChiefFast Co.Design
☺
EVERYONESTAND UP!
Hello!Privet!
Brands are like people!
For people, we ask things like:How do you dress?Where are you from?What are you like?How do you behave?What do you enjoy?
...and for brands wecan ask the same things.
Identity PersonalityExperience
Identity#1
Brands are like people!
Identity is unique.It’s who you are, after all.No matter how young.
Personality#2
How would you describea person?a person?
How would you describethis man?
or this man?
Brands are like people!
What is Google’s personality?
What is Google’s personality?Intuitive?
What is Google’s personality?IntuitiveGenerous?
Google cemetery
What is Google’s personality?IntuitiveGenerousFunctional and Clear?
What is Google’s personality?IntuitiveGenerousFunctional and ClearInnovative?
Google’s personality:IntuitiveGenerousFunctional and ClearInnovative
Experience#3
Question!
What was your best vacation?
at the beach
Brands are like people!
You generally can’t afford something like this.when traveling...
something like this.so you end up getting...
NOT exciting.
alternative:Rent somebody else’s sparerooms.Cheap but also NOT exciting.
“Airbnb connects people tounique travel experiences.”www.airbnb.com
Now THAT is EXCITING!
They take care of all the lousy parts...Search, booking, cancellations, cleaning fees,communication, payment, scheduling, ...
...so your experience can focuson the exciting.
What happens when we put it altogether?Identity PersonalityExperience
Case Studies
Case study 1:Strong brandvsChallenged brand
VS
www.gilt.com
www.fab.com
What’s the difference?
Fully developed &consistent sinceday oneday oneday oneRevisedseveral times#1. IDENTITY#1. IDENTITY
- Optimistic- Colorful- Design-y- Friendly- Fun- Inspiring- Commercial- Transactional- Uninspiring#2. PERSONALITY#2. PERSO...
- Fun to browse- About recognizinggreat design- Displaying yourgood taste- About sharing- Transactional- About how muchmon...
RESULTSRESULTS- Identity strong!- Identity: change
RESULTSRESULTS- Identity strong!- Salesgrowing- Identity: change- Sales have peaked
RESULTSRESULTS- Identity strong!- Salesgrowing - Personality:Optimism! “Becomenext IKEA!”- Identity: change- Sales have pe...
- Identity strong!- Sales growing- Personality:Optimism!“Become next IKEA!”- No real competition- No real competition- No ...
RESULTSRESULTSFAB moving into... fashion!and creating their OWN product lines.
EngagementCase study 2:
Think of the moments youhave spent with your bestfriend.
photo of 2 friends?
Brands are like people!
Warby Parkerwww.warbyparker.com
Engaging bothonline and offline.
#1 Home try-on gallery
QuickTime™ Ë a‰ÂÍÓÏÔÂÒÒÓÚ·ÛÂÚÒfl, ˜ÚÓ·˚ ‚ˉÂÚ¸ ˝ÚÛ Í‡ÚËÌÍÛ.
#2 Holiday market
#3 Tour bus
Results :- Total disruption of theeyewear market
TrustCase study 3:
Brands are like people!
From 2009 to early 2012,J&J recalled:
It’s as personal to putsomething into one’s body as itis to share one’s intimate life
Brand extensionCase study 4:
dad’sfavoritecrazyunclesexycousinfunnydadstrictmummessybabysmartbrother
Brands are like people!
So what does it all mean?
Identity PersonalityExperienceSuccessful companies of thefuture
brand product+ distribu-tion+lucktiming team ...+ + +Successful companies of thefuture
Brands arelike people!like people!
@geoffreycook@brvmrtn@base_design basedesign.com@base_design basedesign.com@base_design basedesign.com
Geoff Cook & Martin Bravo for Knowledge Stream
Geoff Cook & Martin Bravo for Knowledge Stream
Geoff Cook & Martin Bravo for Knowledge Stream
Geoff Cook & Martin Bravo for Knowledge Stream
Geoff Cook & Martin Bravo for Knowledge Stream
Geoff Cook & Martin Bravo for Knowledge Stream
Geoff Cook & Martin Bravo for Knowledge Stream
Geoff Cook & Martin Bravo for Knowledge Stream
Geoff Cook & Martin Bravo for Knowledge Stream
Geoff Cook & Martin Bravo for Knowledge Stream
Geoff Cook & Martin Bravo for Knowledge Stream
Geoff Cook & Martin Bravo for Knowledge Stream
Geoff Cook & Martin Bravo for Knowledge Stream
Geoff Cook & Martin Bravo for Knowledge Stream
Geoff Cook & Martin Bravo for Knowledge Stream
Geoff Cook & Martin Bravo for Knowledge Stream
Geoff Cook & Martin Bravo for Knowledge Stream
Geoff Cook & Martin Bravo for Knowledge Stream
Geoff Cook & Martin Bravo for Knowledge Stream
Geoff Cook & Martin Bravo for Knowledge Stream
Geoff Cook & Martin Bravo for Knowledge Stream
Geoff Cook & Martin Bravo for Knowledge Stream
Geoff Cook & Martin Bravo for Knowledge Stream
Geoff Cook & Martin Bravo for Knowledge Stream
Geoff Cook & Martin Bravo for Knowledge Stream
Geoff Cook & Martin Bravo for Knowledge Stream
Geoff Cook & Martin Bravo for Knowledge Stream
Geoff Cook & Martin Bravo for Knowledge Stream
Geoff Cook & Martin Bravo for Knowledge Stream
Geoff Cook & Martin Bravo for Knowledge Stream
Geoff Cook & Martin Bravo for Knowledge Stream
Geoff Cook & Martin Bravo for Knowledge Stream
Geoff Cook & Martin Bravo for Knowledge Stream
Geoff Cook & Martin Bravo for Knowledge Stream
Geoff Cook & Martin Bravo for Knowledge Stream
Geoff Cook & Martin Bravo for Knowledge Stream
Geoff Cook & Martin Bravo for Knowledge Stream
Geoff Cook & Martin Bravo for Knowledge Stream
Geoff Cook & Martin Bravo for Knowledge Stream
Geoff Cook & Martin Bravo for Knowledge Stream
Geoff Cook & Martin Bravo for Knowledge Stream
Geoff Cook & Martin Bravo for Knowledge Stream
Geoff Cook & Martin Bravo for Knowledge Stream
Geoff Cook & Martin Bravo for Knowledge Stream
Geoff Cook & Martin Bravo for Knowledge Stream
Geoff Cook & Martin Bravo for Knowledge Stream
Geoff Cook & Martin Bravo for Knowledge Stream
Geoff Cook & Martin Bravo for Knowledge Stream
Geoff Cook & Martin Bravo for Knowledge Stream
Geoff Cook & Martin Bravo for Knowledge Stream
Próxima SlideShare
Cargando en…5
×

Geoff Cook & Martin Bravo for Knowledge Stream

Лекция по брендингу технологических компаний от экспертов международного агентства Base Design Джефа Кука и Мартина Браво http://digitaloctober.ru/events/knowledge_stream_vse_brendy_kak_lyudi

  • Sé el primero en comentar

Geoff Cook & Martin Bravo for Knowledge Stream

  1. 1. And togetherwith 45 people in 5 cities...
  2. 2. BaseBCNBaseNYCBaseSCLBaseGVAU
  3. 3. we are Base
  4. 4. BrandingXTechnology
  5. 5. The Story ofCliff &Chase Bank
  6. 6. Cliff Kuang, Editor-in-ChiefFast Co.Design
  7. 7.
  8. 8. EVERYONESTAND UP!
  9. 9. Hello!Privet!
  10. 10. Brands are like people!
  11. 11. For people, we ask things like:How do you dress?Where are you from?What are you like?How do you behave?What do you enjoy?
  12. 12. ...and for brands wecan ask the same things.
  13. 13. Identity PersonalityExperience
  14. 14. Identity#1
  15. 15. Brands are like people!
  16. 16. Identity is unique.It’s who you are, after all.No matter how young.
  17. 17. Personality#2
  18. 18. How would you describea person?a person?
  19. 19. How would you describethis man?
  20. 20. or this man?
  21. 21. Brands are like people!
  22. 22. What is Google’s personality?
  23. 23. What is Google’s personality?Intuitive?
  24. 24. What is Google’s personality?IntuitiveGenerous?
  25. 25. Google cemetery
  26. 26. What is Google’s personality?IntuitiveGenerousFunctional and Clear?
  27. 27. What is Google’s personality?IntuitiveGenerousFunctional and ClearInnovative?
  28. 28. Google’s personality:IntuitiveGenerousFunctional and ClearInnovative
  29. 29. Experience#3
  30. 30. Question!
  31. 31. What was your best vacation?
  32. 32. at the beach
  33. 33. Brands are like people!
  34. 34. You generally can’t afford something like this.when traveling...
  35. 35. something like this.so you end up getting...
  36. 36. NOT exciting.
  37. 37. alternative:Rent somebody else’s sparerooms.Cheap but also NOT exciting.
  38. 38. “Airbnb connects people tounique travel experiences.”www.airbnb.com
  39. 39. Now THAT is EXCITING!
  40. 40. They take care of all the lousy parts...Search, booking, cancellations, cleaning fees,communication, payment, scheduling, securitydeposits, fraud, etc.
  41. 41. ...so your experience can focuson the exciting.
  42. 42. What happens when we put it altogether?Identity PersonalityExperience
  43. 43. Case Studies
  44. 44. Case study 1:Strong brandvsChallenged brand
  45. 45. VS
  46. 46. www.gilt.com
  47. 47. www.fab.com
  48. 48. What’s the difference?
  49. 49. Fully developed &consistent sinceday oneday oneday oneRevisedseveral times#1. IDENTITY#1. IDENTITY
  50. 50. - Optimistic- Colorful- Design-y- Friendly- Fun- Inspiring- Commercial- Transactional- Uninspiring#2. PERSONALITY#2. PERSONALITY
  51. 51. - Fun to browse- About recognizinggreat design- Displaying yourgood taste- About sharing- Transactional- About how muchmoney you spend- Displaying yourwealth- About buying#3. EXPERIENCE#3. EXPERIENCE
  52. 52. RESULTSRESULTS- Identity strong!- Identity: change
  53. 53. RESULTSRESULTS- Identity strong!- Salesgrowing- Identity: change- Sales have peaked
  54. 54. RESULTSRESULTS- Identity strong!- Salesgrowing - Personality:Optimism! “Becomenext IKEA!”- Identity: change- Sales have peaked- Personality:“bitchy supermodelvs girl next door”
  55. 55. - Identity strong!- Sales growing- Personality:Optimism!“Become next IKEA!”- No real competition- No real competition- No real competition- Identity: change- Sales have peaked- Personality:“bitchy supermodelvs girl next door” -Increased competitionRESULTSRESULTS
  56. 56. RESULTSRESULTSFAB moving into... fashion!and creating their OWN product lines.
  57. 57. EngagementCase study 2:
  58. 58. Think of the moments youhave spent with your bestfriend.
  59. 59. photo of 2 friends?
  60. 60. Brands are like people!
  61. 61. Warby Parkerwww.warbyparker.com
  62. 62. Engaging bothonline and offline.
  63. 63. #1 Home try-on gallery
  64. 64. QuickTime™ Ë a‰ÂÍÓÏÔÂÒÒÓÚ·ÛÂÚÒfl, ˜ÚÓ·˚ ‚ˉÂÚ¸ ˝ÚÛ Í‡ÚËÌÍÛ.
  65. 65. #2 Holiday market
  66. 66. #3 Tour bus
  67. 67. Results :- Total disruption of theeyewear market
  68. 68. TrustCase study 3:
  69. 69. Brands are like people!
  70. 70. From 2009 to early 2012,J&J recalled:
  71. 71. It’s as personal to putsomething into one’s body as itis to share one’s intimate life
  72. 72. Brand extensionCase study 4:
  73. 73. dad’sfavoritecrazyunclesexycousinfunnydadstrictmummessybabysmartbrother
  74. 74. Brands are like people!
  75. 75. So what does it all mean?
  76. 76. Identity PersonalityExperienceSuccessful companies of thefuture
  77. 77. brand product+ distribu-tion+lucktiming team ...+ + +Successful companies of thefuture
  78. 78. Brands arelike people!like people!
  79. 79. @geoffreycook@brvmrtn@base_design basedesign.com@base_design basedesign.com@base_design basedesign.com

×