SlideShare ist ein Scribd-Unternehmen logo
1 von 53
Downloaden Sie, um offline zu lesen
BUILDING THE BRAND!



DWD!
WITH TRENDS STRATEGY CONCEPT DESIGN




                            SERENDIPITY: PAULA EKLUND, VIKTOR MIROVIC!
HOW TO BUILD A BUSINESS
WITH NONSTOP INNOVATION!
Serendipity
OFFER THE SKILLS TO
IDENTIFY POSSIBLE FUTURES!
INVENT
EXCITING
PRODUCTS!
BUILD BRIDGES
TO CUSTOMERS!
SOLVE
PROBLEMS!
& MORE….!
IF YOU WANT TO INNOVATE!
YOU NEED
SOMETHING MORE!
CREATIVE THINKING!
TODAY MORE THAN EVER BRANDS NEED TO BE !
REAL, AUTHENTIC, DIFFERENT !
& CREATIVE WE’LL SHOW YOU HOW
TO DISCOVER THE TRUE BRAND INSIDE!
Serendipity
TRENDS!                STRATEGY  
WHY!
  GUIDE!
           INSIGHT!
                       WHAT!  CHALLENGE!
                        CREATE!

           PURPOSE!
 DESIGN!               CONCEPT !
HOW!
  EXECUTE!
           SOLUTION!
                       WHO! ! APPROACH!
                        COMMUNICATE
HUMAN VALUE!   SOLUTION VALUE!


                  TRENDS!               STRATEGY                 CONCEPT !            DESIGN!
                  WHY!
                    ` 
                    GUIDE!
                             INSIGHT!
                                        WHAT!
                                          ` 
                                          CREATE!
                                                    CHALLENGE!
                                                                 WHO!
                                                                   `      APPROACH!
                                                                  COMMUNICATE !
                                                                                      HOW!
                                                                                        `     SOLUTION!
                                                                                        EXECUTE!          PURPOSE!



               BRAND VALUE!
TRENDS – !




STRATEGY!




CONCEPT




DESIGN!
WHY!   WHAT!


HOW!   WHO!
DWD!
With 
   TRENDS STRATEGY CONCEPT DESIGN!
FEELING!




LOST!
OOEPS!!
SEARCHING FOR CHANGE!
LEARNINGS!         OBJECTIVES!




     LOST!
TACTICS!           STRATEGIES!
OUR TAKE!
!!
                                              FUTURE WORLD!
  CURRENT WORLD!




LEARNINGS!         OBJECTIVES!   STRATEGIES! TACTICS!
FUTURE WORLD!
CURRENT WORLD!




                     LOST!
                 LEARNINGS! OBJECTIVES! STRATEGIES!   TACTICS!
LEARNINGS!
LEARNINGS!




    LOST!
LEARNINGS!




NO FOCUS!
WHY!

  CURRENT WORLD!




                                                                            FUTURE WORLD!
                   CHALLENGES 
                   By challenging accepted logic and traditional thinking
                   create new conditions for creative implements 


                   IMAGE & AWARENESS!
                   How do people experience the DWD brand !
                   Why will customers get close to the DWD brand? !




LEARNINGS!                 OBJECTIVES!                       STRATEGIES! TACTICS!
DWD SITE!
FOCUS!
DWD DOERS!
DWD FOCUS!
KEY FEELING!
ICON BRAND!

                 LIFE!                                  ICONIC!
                                                        BRANDS!

                                          BRANDED!
               INDUSTRY!
                                          PRODUCTS!
BRAND SCOPE!




               CATEGORY!     MASS!
                           PRODUCTS!


                           FACTUAL!       AFFECTIVE!   EXISTENTIAL!


                               BRAND DEPTH!
OBJECTIVES!
    OBJECTIVES!




LOST!
OBJECTIVES!




MORE VISITORS!
WHAT!

  CURRENT WORLD!
                   TRENDS!




                                                                           FUTURE WORLD!
                   Identified emerging consumer trends and future
                   movements. Inspiration and trends to develop
                   strong strategies !
                   DWD CORE VALUE!
                   What are the core elements of the business,
                   including its purpose mission values and visions!




LEARNINGS!                 OBJECTIVES!                        STRATEGIES! TACTICS!
DWD & TRENDS!
DWD PURPOSE!



           HUMAN VALUE!



            PURPOSE!

SOLUTION VALUE!      BRAND VALUE!
STRATEGY!




LOST!
    STRATEGIES!
STRATEGY!

         IT’S ALL ABOUT

    WATER!
                           




DUTCH!                    DREAMS!
WHO!

  CURRENT WORLD!
                   STRATEGY!




                                                                            FUTURE WORLD!
                   Clear positioning paths. What can DWD keep and what

                     !
                   do DWD have to change in order to stay relevant in the
                   future.

                   CONCEPT !
                   Defining which concepts will bring most value to DWD. !
                   Find Focus and create attractive storytelling.!
                   Who will value the different concepts?!




LEARNINGS!                 OBJECTIVES!                      STRATEGIES! TACTICS!
DWD OFFERS!
IDENTITY MODEL!
             STABILITY & CONTROL!




BELONGING                             INDEPENDENT!
ENJOYMENT!                             FULFILLMENT!




                RISK & MASTER!
MOOD AREAS!


BONDING!   MASTERING!




PLAY!      ADRENALIN!
TACTICS!




     LOST!
TACTICS!
TACTICS!




DELAY!
NO MORE!
HOW!

  CURRENT WORLD!




                                                                           FUTURE WORLD!
                   MESSAGE!
                   The symbols that express the company’s
                   vision including it’s voice, visual
                   presentation, personality and character!

                   DESIGN!
                   How to speak the language that brings the
                   trend strategy and concept into customer
                   value!




LEARNINGS!                OBJECTIVES!                         STRATEGIES! TACTICS!
MESSAGE!



DELAY!
NO MORE!
DESIGN!




FROM ‘MUST DO’ TO ‘WANT TO’!
1. WHO ARE YOU?!
2. WHAT DO YOU DO?!
3. WHY DOES IT MATTER?!
THANK YOU!




   DWD!
With 
   TRENDS STRATEGY CONCEPT DESIGN!

Weitere ähnliche Inhalte

Was ist angesagt?

The Concept of Luxury Brands - Presentation
The Concept of Luxury Brands - PresentationThe Concept of Luxury Brands - Presentation
The Concept of Luxury Brands - PresentationKlaus Heine
 
Luxury brand
Luxury brandLuxury brand
Luxury brandAD Hasan
 
Fashion and Luxury Brand Strategy, Soon After Internet Massification
Fashion and Luxury Brand Strategy, Soon After Internet Massification Fashion and Luxury Brand Strategy, Soon After Internet Massification
Fashion and Luxury Brand Strategy, Soon After Internet Massification Margarida E. Pereira
 
LUXURY BRAND MANAGEMENT
LUXURY BRAND MANAGEMENTLUXURY BRAND MANAGEMENT
LUXURY BRAND MANAGEMENTSudio Sudarsan
 
Brand Strategy: The Redefinition of Luxury
Brand Strategy: The Redefinition of LuxuryBrand Strategy: The Redefinition of Luxury
Brand Strategy: The Redefinition of LuxuryAnya C. Gonzales
 
Word Of Mouth In Luxury Brands
Word Of Mouth  In Luxury BrandsWord Of Mouth  In Luxury Brands
Word Of Mouth In Luxury BrandsMichael Boamah
 
Atelier presentation
Atelier presentationAtelier presentation
Atelier presentationVarun Misra
 
Luxurypresentation
LuxurypresentationLuxurypresentation
LuxurypresentationPujil Khanna
 
Fastrack Sunglasses: Brand Extension Analysis
Fastrack Sunglasses: Brand Extension AnalysisFastrack Sunglasses: Brand Extension Analysis
Fastrack Sunglasses: Brand Extension AnalysisSameer Mathur
 

Was ist angesagt? (13)

The Concept of Luxury Brands - Presentation
The Concept of Luxury Brands - PresentationThe Concept of Luxury Brands - Presentation
The Concept of Luxury Brands - Presentation
 
Luxury brand
Luxury brandLuxury brand
Luxury brand
 
The Nature Of Luxury II
The Nature Of Luxury IIThe Nature Of Luxury II
The Nature Of Luxury II
 
Fashion and Luxury Brand Strategy, Soon After Internet Massification
Fashion and Luxury Brand Strategy, Soon After Internet Massification Fashion and Luxury Brand Strategy, Soon After Internet Massification
Fashion and Luxury Brand Strategy, Soon After Internet Massification
 
LUXURY BRAND MANAGEMENT
LUXURY BRAND MANAGEMENTLUXURY BRAND MANAGEMENT
LUXURY BRAND MANAGEMENT
 
PRADA
PRADAPRADA
PRADA
 
AA affluence and the Meaning of Luxury
AA affluence and the Meaning of LuxuryAA affluence and the Meaning of Luxury
AA affluence and the Meaning of Luxury
 
Brand Strategy: The Redefinition of Luxury
Brand Strategy: The Redefinition of LuxuryBrand Strategy: The Redefinition of Luxury
Brand Strategy: The Redefinition of Luxury
 
Word Of Mouth In Luxury Brands
Word Of Mouth  In Luxury BrandsWord Of Mouth  In Luxury Brands
Word Of Mouth In Luxury Brands
 
Luxury Brand Management
Luxury Brand ManagementLuxury Brand Management
Luxury Brand Management
 
Atelier presentation
Atelier presentationAtelier presentation
Atelier presentation
 
Luxurypresentation
LuxurypresentationLuxurypresentation
Luxurypresentation
 
Fastrack Sunglasses: Brand Extension Analysis
Fastrack Sunglasses: Brand Extension AnalysisFastrack Sunglasses: Brand Extension Analysis
Fastrack Sunglasses: Brand Extension Analysis
 

Andere mochten auch

Diario Resumen 20141029
Diario Resumen 20141029Diario Resumen 20141029
Diario Resumen 20141029Diario Resumen
 
All You Can Eat Project Gallery
All You Can Eat Project GalleryAll You Can Eat Project Gallery
All You Can Eat Project GalleryPOST
 
BACVA Sales Presentation
BACVA Sales PresentationBACVA Sales Presentation
BACVA Sales Presentationguestfcd4a7a
 
Run Time Solutions Web CRM One 2.0 -
Run Time Solutions  Web CRM One 2.0 -Run Time Solutions  Web CRM One 2.0 -
Run Time Solutions Web CRM One 2.0 -Run Time Solutions
 
Meeting the Needs of Child and Families
Meeting the Needs of Child and FamiliesMeeting the Needs of Child and Families
Meeting the Needs of Child and FamiliesAnna Yu
 
Accelerated Reader: Weekly Achievement Board 28th January
Accelerated Reader: Weekly Achievement Board 28th JanuaryAccelerated Reader: Weekly Achievement Board 28th January
Accelerated Reader: Weekly Achievement Board 28th JanuaryBelmontLRC
 

Andere mochten auch (8)

Diario Resumen 20141029
Diario Resumen 20141029Diario Resumen 20141029
Diario Resumen 20141029
 
All You Can Eat Project Gallery
All You Can Eat Project GalleryAll You Can Eat Project Gallery
All You Can Eat Project Gallery
 
BACVA Sales Presentation
BACVA Sales PresentationBACVA Sales Presentation
BACVA Sales Presentation
 
Ffplan New 97 2003
Ffplan New 97 2003Ffplan New 97 2003
Ffplan New 97 2003
 
Albania01
Albania01Albania01
Albania01
 
Run Time Solutions Web CRM One 2.0 -
Run Time Solutions  Web CRM One 2.0 -Run Time Solutions  Web CRM One 2.0 -
Run Time Solutions Web CRM One 2.0 -
 
Meeting the Needs of Child and Families
Meeting the Needs of Child and FamiliesMeeting the Needs of Child and Families
Meeting the Needs of Child and Families
 
Accelerated Reader: Weekly Achievement Board 28th January
Accelerated Reader: Weekly Achievement Board 28th JanuaryAccelerated Reader: Weekly Achievement Board 28th January
Accelerated Reader: Weekly Achievement Board 28th January
 

Ähnlich wie Dwd

Harvard GSD Design Thinking Seminar- Idris Mootee (part 1of10)
Harvard GSD Design Thinking Seminar- Idris Mootee (part 1of10)Harvard GSD Design Thinking Seminar- Idris Mootee (part 1of10)
Harvard GSD Design Thinking Seminar- Idris Mootee (part 1of10)Idris Mootee
 
Join the Revolution!
Join the Revolution!Join the Revolution!
Join the Revolution!Amin Ahmed
 
Getting into User Experience Design
Getting into User Experience DesignGetting into User Experience Design
Getting into User Experience DesignJess McMullin
 
3.0 nobody knows... intro planning strategique
3.0 nobody knows... intro planning strategique3.0 nobody knows... intro planning strategique
3.0 nobody knows... intro planning strategiqueHelene Duvoux-Mauguet
 
Essentials of a Great Investor Pitch - Entrepreneurship 101
Essentials of a Great Investor Pitch - Entrepreneurship 101Essentials of a Great Investor Pitch - Entrepreneurship 101
Essentials of a Great Investor Pitch - Entrepreneurship 101MaRS Discovery District
 
Brand Automation 5.0 (by Asher)
Brand Automation 5.0 (by Asher)Brand Automation 5.0 (by Asher)
Brand Automation 5.0 (by Asher)olatomide asher
 
The Paradox of Disruption - CMA B2B Innovation Conference
The Paradox of Disruption - CMA B2B Innovation ConferenceThe Paradox of Disruption - CMA B2B Innovation Conference
The Paradox of Disruption - CMA B2B Innovation ConferenceBo Pelech
 
Web 2.0 Expo The Dragonfly Effect: Harnessing Social Media to Build Brands
Web 2.0 Expo The Dragonfly Effect: Harnessing Social Media to Build BrandsWeb 2.0 Expo The Dragonfly Effect: Harnessing Social Media to Build Brands
Web 2.0 Expo The Dragonfly Effect: Harnessing Social Media to Build BrandsAndy Smith
 
About Moxie and Omer Malchin
About Moxie and Omer MalchinAbout Moxie and Omer Malchin
About Moxie and Omer MalchinOmer Malchin
 
Taniebrand®Linkedin
Taniebrand®LinkedinTaniebrand®Linkedin
Taniebrand®Linkedintanie
 
ESTC Destination Workshop: Digital Storytelling and Social Media for Sustaina...
ESTC Destination Workshop: Digital Storytelling and Social Media for Sustaina...ESTC Destination Workshop: Digital Storytelling and Social Media for Sustaina...
ESTC Destination Workshop: Digital Storytelling and Social Media for Sustaina...Audrey & Dan Uncornered Market
 
Making Places with Information Architecture & Content Strategy
Making Places with Information Architecture & Content StrategyMaking Places with Information Architecture & Content Strategy
Making Places with Information Architecture & Content StrategyDaniel Eizans
 
Show, Don't Tell: Employing Digital Storytelling and Social Media in Buildin...
Show, Don't Tell: Employing Digital Storytelling and Social Media in  Buildin...Show, Don't Tell: Employing Digital Storytelling and Social Media in  Buildin...
Show, Don't Tell: Employing Digital Storytelling and Social Media in Buildin...Audrey & Dan Uncornered Market
 
Strategy Plus Execution - AMI Smart Marketer Series, 16/6/2011
Strategy Plus Execution - AMI Smart Marketer Series, 16/6/2011Strategy Plus Execution - AMI Smart Marketer Series, 16/6/2011
Strategy Plus Execution - AMI Smart Marketer Series, 16/6/2011scottywoodhouse
 
National Conference _ MET BKC IOM
National Conference _ MET BKC IOM National Conference _ MET BKC IOM
National Conference _ MET BKC IOM Payal Deep
 
From AdLand with Love: A Motivational Tale
From AdLand with Love: A Motivational TaleFrom AdLand with Love: A Motivational Tale
From AdLand with Love: A Motivational TaleDiana Caplinska
 
Social Production Field Guide V1
Social Production Field Guide V1Social Production Field Guide V1
Social Production Field Guide V1Shaun Abrahamson
 

Ähnlich wie Dwd (20)

Harvard GSD Design Thinking Seminar- Idris Mootee (part 1of10)
Harvard GSD Design Thinking Seminar- Idris Mootee (part 1of10)Harvard GSD Design Thinking Seminar- Idris Mootee (part 1of10)
Harvard GSD Design Thinking Seminar- Idris Mootee (part 1of10)
 
Join the Revolution!
Join the Revolution!Join the Revolution!
Join the Revolution!
 
Getting into User Experience Design
Getting into User Experience DesignGetting into User Experience Design
Getting into User Experience Design
 
3.0 nobody knows... intro planning strategique
3.0 nobody knows... intro planning strategique3.0 nobody knows... intro planning strategique
3.0 nobody knows... intro planning strategique
 
Ideas born social
Ideas born socialIdeas born social
Ideas born social
 
Essentials of a Great Investor Pitch - Entrepreneurship 101
Essentials of a Great Investor Pitch - Entrepreneurship 101Essentials of a Great Investor Pitch - Entrepreneurship 101
Essentials of a Great Investor Pitch - Entrepreneurship 101
 
Brand Automation 5.0 (by Asher)
Brand Automation 5.0 (by Asher)Brand Automation 5.0 (by Asher)
Brand Automation 5.0 (by Asher)
 
The Paradox of Disruption - CMA B2B Innovation Conference
The Paradox of Disruption - CMA B2B Innovation ConferenceThe Paradox of Disruption - CMA B2B Innovation Conference
The Paradox of Disruption - CMA B2B Innovation Conference
 
Web 2.0 Expo The Dragonfly Effect: Harnessing Social Media to Build Brands
Web 2.0 Expo The Dragonfly Effect: Harnessing Social Media to Build BrandsWeb 2.0 Expo The Dragonfly Effect: Harnessing Social Media to Build Brands
Web 2.0 Expo The Dragonfly Effect: Harnessing Social Media to Build Brands
 
Burger king rs
Burger king rsBurger king rs
Burger king rs
 
About Moxie and Omer Malchin
About Moxie and Omer MalchinAbout Moxie and Omer Malchin
About Moxie and Omer Malchin
 
Taniebrand®Linkedin
Taniebrand®LinkedinTaniebrand®Linkedin
Taniebrand®Linkedin
 
ESTC Destination Workshop: Digital Storytelling and Social Media for Sustaina...
ESTC Destination Workshop: Digital Storytelling and Social Media for Sustaina...ESTC Destination Workshop: Digital Storytelling and Social Media for Sustaina...
ESTC Destination Workshop: Digital Storytelling and Social Media for Sustaina...
 
Making Places with Information Architecture & Content Strategy
Making Places with Information Architecture & Content StrategyMaking Places with Information Architecture & Content Strategy
Making Places with Information Architecture & Content Strategy
 
Belief box
Belief boxBelief box
Belief box
 
Show, Don't Tell: Employing Digital Storytelling and Social Media in Buildin...
Show, Don't Tell: Employing Digital Storytelling and Social Media in  Buildin...Show, Don't Tell: Employing Digital Storytelling and Social Media in  Buildin...
Show, Don't Tell: Employing Digital Storytelling and Social Media in Buildin...
 
Strategy Plus Execution - AMI Smart Marketer Series, 16/6/2011
Strategy Plus Execution - AMI Smart Marketer Series, 16/6/2011Strategy Plus Execution - AMI Smart Marketer Series, 16/6/2011
Strategy Plus Execution - AMI Smart Marketer Series, 16/6/2011
 
National Conference _ MET BKC IOM
National Conference _ MET BKC IOM National Conference _ MET BKC IOM
National Conference _ MET BKC IOM
 
From AdLand with Love: A Motivational Tale
From AdLand with Love: A Motivational TaleFrom AdLand with Love: A Motivational Tale
From AdLand with Love: A Motivational Tale
 
Social Production Field Guide V1
Social Production Field Guide V1Social Production Field Guide V1
Social Production Field Guide V1
 

Mehr von Serendipity

IKEA Living Xmas
IKEA Living XmasIKEA Living Xmas
IKEA Living XmasSerendipity
 
Frank Heemskerk Minister For Foreign Trad College Tour
Frank Heemskerk Minister For Foreign Trad College TourFrank Heemskerk Minister For Foreign Trad College Tour
Frank Heemskerk Minister For Foreign Trad College TourSerendipity
 
Trender Info Magazine
Trender Info MagazineTrender Info Magazine
Trender Info MagazineSerendipity
 
ORDNING&REDA SINTERKLAAS AD-CAM
ORDNING&REDA SINTERKLAAS AD-CAMORDNING&REDA SINTERKLAAS AD-CAM
ORDNING&REDA SINTERKLAAS AD-CAMSerendipity
 
ORDNING&REDA SINTERKLAAS AD-CAM
ORDNING&REDA SINTERKLAAS AD-CAMORDNING&REDA SINTERKLAAS AD-CAM
ORDNING&REDA SINTERKLAAS AD-CAMSerendipity
 
Power Point Serendipity
Power Point SerendipityPower Point Serendipity
Power Point SerendipitySerendipity
 
Ikea Living Magazine
Ikea Living MagazineIkea Living Magazine
Ikea Living MagazineSerendipity
 
VT Wonen Jan 2009
VT Wonen Jan 2009VT Wonen Jan 2009
VT Wonen Jan 2009Serendipity
 
Innate In House Design
Innate In House DesignInnate In House Design
Innate In House DesignSerendipity
 
Implementatiestrategie Open Source
Implementatiestrategie Open SourceImplementatiestrategie Open Source
Implementatiestrategie Open SourceSerendipity
 
Ministeries Open Source
Ministeries Open SourceMinisteries Open Source
Ministeries Open SourceSerendipity
 
De Digitale snelweg uit de Crisis
De Digitale snelweg uit de CrisisDe Digitale snelweg uit de Crisis
De Digitale snelweg uit de CrisisSerendipity
 
Ikea Living Autum 2009 Trends Paula Eklund
Ikea Living Autum 2009  Trends Paula EklundIkea Living Autum 2009  Trends Paula Eklund
Ikea Living Autum 2009 Trends Paula EklundSerendipity
 
Noiv Open Source
Noiv Open SourceNoiv Open Source
Noiv Open SourceSerendipity
 
Twoty Awards Whats going on in the world right now
Twoty Awards Whats going on in the world right nowTwoty Awards Whats going on in the world right now
Twoty Awards Whats going on in the world right nowSerendipity
 

Mehr von Serendipity (16)

IKEA Living Xmas
IKEA Living XmasIKEA Living Xmas
IKEA Living Xmas
 
Frank Heemskerk Minister For Foreign Trad College Tour
Frank Heemskerk Minister For Foreign Trad College TourFrank Heemskerk Minister For Foreign Trad College Tour
Frank Heemskerk Minister For Foreign Trad College Tour
 
Trender Info Magazine
Trender Info MagazineTrender Info Magazine
Trender Info Magazine
 
ORDNING&REDA SINTERKLAAS AD-CAM
ORDNING&REDA SINTERKLAAS AD-CAMORDNING&REDA SINTERKLAAS AD-CAM
ORDNING&REDA SINTERKLAAS AD-CAM
 
ORDNING&REDA SINTERKLAAS AD-CAM
ORDNING&REDA SINTERKLAAS AD-CAMORDNING&REDA SINTERKLAAS AD-CAM
ORDNING&REDA SINTERKLAAS AD-CAM
 
Power Point Serendipity
Power Point SerendipityPower Point Serendipity
Power Point Serendipity
 
IKEA YOUTH
IKEA YOUTHIKEA YOUTH
IKEA YOUTH
 
Ikea Living Magazine
Ikea Living MagazineIkea Living Magazine
Ikea Living Magazine
 
VT Wonen Jan 2009
VT Wonen Jan 2009VT Wonen Jan 2009
VT Wonen Jan 2009
 
Innate In House Design
Innate In House DesignInnate In House Design
Innate In House Design
 
Implementatiestrategie Open Source
Implementatiestrategie Open SourceImplementatiestrategie Open Source
Implementatiestrategie Open Source
 
Ministeries Open Source
Ministeries Open SourceMinisteries Open Source
Ministeries Open Source
 
De Digitale snelweg uit de Crisis
De Digitale snelweg uit de CrisisDe Digitale snelweg uit de Crisis
De Digitale snelweg uit de Crisis
 
Ikea Living Autum 2009 Trends Paula Eklund
Ikea Living Autum 2009  Trends Paula EklundIkea Living Autum 2009  Trends Paula Eklund
Ikea Living Autum 2009 Trends Paula Eklund
 
Noiv Open Source
Noiv Open SourceNoiv Open Source
Noiv Open Source
 
Twoty Awards Whats going on in the world right now
Twoty Awards Whats going on in the world right nowTwoty Awards Whats going on in the world right now
Twoty Awards Whats going on in the world right now
 

Dwd