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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.
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.
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.
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
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.
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
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