The document discusses the importance of branding and user experience. It emphasizes that a brand is defined by the experience people have with a product or service. A strong brand focuses on understanding customer needs and translating those needs into business goals and brand values. An effective brand also focuses internally on company culture and executing the brand promise externally through products and customer interactions. Building a brand is an ongoing process of understanding customers, refining goals and culture, and repeating.
6. UX
BRAND
THE PROOF
What you do
THE PROMISE
Why it exists
https://medium.com/method-perspectives/brand-is-experience-experience-is-brand-b5b757d63628
Brand loop
19. Putting people
at the center
of everything
SO, WHAT’S REALLY MATTERS?
Innovation is shaping our lives, people changed during the last few years
and keep changing (so their needs).
20. One of the features of this
4th industrial revolution, is that
it doesn’t change what we are doing,
but it changes us.
“
KlausSchwab-WorldEconomicForumChairman
21. but it changes us.
Believes
Values
Behaviours
Human nature
36. Maserati cra!s cars of outstanding beauty and power, permeated with what is known as Italian style:
a unique combination of refined taste and creative prowess, that knows no equal anywhere in the
world. Today, Maserati delivers just that, ensuring all the brand’s knowledge and taste is distilled
in each and every one of its creations.
Build luxury performance automobiles with timeless italian style, accomodating bespoke
interiors, and effortless, signature sounding power.
MISSION
37. We provides cars for trailblazers celebrating initiative, courage,
willingness to challenge the status quo.
Each Maserati is a unique italian masterpiece: a unique combination of refined
taste and creative prowess for those whose life and world is their own creation.
MISSION (CUSTOMER-ORIENTED)
40. Brand Values
The character, ethics and integrity of your brand. Customers who identify with
your values may become loyal supporters.
Humble
Passionate
Brave
Ambitious
Happy to be “famers”
Curious
41. Brand Vision
A statement that paints a picture of the future your brand. It motivate employees
and inspire customers.
To create a better everyday life for the many people
42. Brand Mission
A short statement that declares the brand's purpose.
It provides a consistent direction to strategy.
Our business idea supports this vision by offering a wide range of well-designed,
functional home furnishing products at prices so low that as many people as possible will be able to afford them.
43. Brand Personality
The use of human-like characteristics to model brand identity. It is common to use words such
as friendly, trustworthy, reliable, committed, elegant, sophisticated, pioneering, exciting,
ethical and youthful to describe a brand.
Thinking of a brand as a person can be a useful analogy to develop a consistent
identity that resonates with customers and employees.
Outdoorsy, daring and independent
44. Brand Tone of Voice
It is not what you say, but how you say it.
PASSIONATE
Because Maserati is fuelled
by passion, by the drive to
produce excellence.
CONFIDENT,
BUT EMPATHETIC
Because it mirrors Maserati clients,
who are self-con dent, strong-willed,
but capable of engaging and sharing
with others.
PROVOCATIVE
Defy conventions, challenge
preconceptions. Maserati
communicates with clarity and
courage, as only true leaders do.
INSPIRATI
Maserati d
is richer, m
adventuro
the ordina
45. The structure of relationships between the brands of an organization.
Organizations may make significant efforts to differentiate brands.
They may also develop a number of relationships between brands such as a
parent-child relationship.
Brand
Architecture
48. Freestanding
Brand
Architecture
A freestanding brand is a separate brand
for a product or service offering.
It is purposely created to stand apart
and be independent from the other brands
in the portfolio of a business.
53. 1
Know your customer needs
Translate the needs in business goals
Build/develop the brand around them
Focus internally (company culture)
Focus externally
Repeat
54. Know your customer needs
Translate the needs in business goals
Build/develop the brand around them
Focus internally (company culture)
Focus externally
Repeat
2
55. Know your customer needs
Translate the needs in business goals
Build/develop the brand around them
Focus internally (company culture)
Focus externally
Repeat
3
56. Know your customer needs
Translate the needs in business goals
Build/develop the brand around them
Focus internally (company culture)
Focus externally
Repeat
4
57. Know your customer needs
Translate the needs in business goals
Build/develop the brand around them
Focus internally (company culture)
Execute externally
Repeat
5
58. Know your customer needs
Translate the needs in business goals
Build/develop the brand around them
Focus internally (company culture)
Execute externally
Repeat
6