A few slides about branding to talk wilt graduate students about their future and the purpose of brands. Talking points: what is a brand, brand positioning, brand style, brand model, return on investment

1. Design Academy
- June 2015 -

2. branding

3. hi…
I am Alef de Jong
creative strategist

4. my ambition
my business
my network
my brand

5. what is a brand?

6. a brand is a feeling

7. a brand is a feeling about:
a product, organization or
person

8. it’s not about what you say
it’s about what they say it is

9. Your brand is what
people say about you,
when you are not in the
room.
Jeff Bezos
founder Amazon

10. the set of ideas a company or
product stands for in people’s
mind
shaped by that company or
product’s actions
and recognized through a
visual and verbal style
a brand is:

11. what you do is way
more important than
what you say!

12. we help create meaning
brand consumer
transmits
to

13. there is a dialogue
brand consumerdialoog

14. brands are build by
consumers

15. brands are build and
destroyed
by consumers

16. why do we build
brands?

20. a brand creates:
preference and brand
equity

21. is this a
Gispen?
Yes: € 100,-
No: € 10,-

22. politieke
merken
corporate
merken
museum
merken
every thing can be a brand

23. old
advertising agencies
campaign
to sell products
3 years
new
brand agencies
identity
to drive organizations
20 years
two traditions

24. to become a strong brand:
1) focus on what you’re good at
2) be relevant for your customer
3) distinguish yourself from others

25. two ways of thinking

26. two ways of thinking
brand
consumer
inside - out

27. two ways of thinking
outside - in
consumer
brand

28. two ways of thinking
outside - in
consumerbrand
inside - out&

29. brand
positioning
canvas
analysis
2 distinction3 relevance
4 target group and competition choice
8 reason to believe 5 brand values
6 meaning7 benefit
9 brand essence
1 brand identity
choices

30. 3 p
model
proposition purpose personality

31. 3 p
model
proposition purpose personality
proposition
what do I get?
is it worth the money?
what makes it better
than the competition?

32. affordable solutions for
better living
Walk
In
The
Park

33. Great care, Great fare

34. 3 p
model
proposition purpose personality
personality
how does it feel?
how do you do
things?
how do you come
across?

35. Innocent drinks

36. Converse

37. 3 p
model
proposition purpose personality
purpose
why should anyone care?
why should we do this?
why do we exist?

38. triodos
bank

39. Virgin

40. Summary:
- a brand creates preference and add’s value
- a brand has focuses, is relevant and
distinguishes itself
- a strong brand also has eye for the consumer

41. questions?

42. I have one question for
you:
we are looking for a
summer trainee for our
design studio…