Compellingly simple Creating brands for today s world

Transcription

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2 Compellingly simple Creating brands for today s world 21st March

3 Who are we?

4 Who are we? Our company Independent brand consultancy 45 people full-time Active in the UK, Europe, USA, and Asia

5 Why Heavenly? Our history Founded 2003 Heavenly Wales 2011 Heavenly Malaysia? Heavenly New York?

6 Who are we? Our clients

7 Today

8 Today Is not about logos and corporate identity

9 Today Or digital/social media

10 Today It s about one thing. The power of an idea.

11 So what s a brand and why do we need them?

12 In the past Limited choice and simplicity

13 Now Endless choice and complexity

14 How do you identify? Who do you trust? Why?

15 Now This is the role of brand

16 Brand is not a product

17 It s not a logo

18 Colours, type or imagery

19 Or advertising

20 A brand is what people say about your business when you ve left the room. Jeff Bezos Founder, Amazon

21 It s how people see you

22 How they feel about you

23 It s the promise you make and deliver

24 Everyday

25 Everywhere

26 By everyone

27 HEARTS & MINDS EMOTIONAL & RATIONAL

28 So what s changing?

29 The what isn t changing but the how definitely is

30 Over time the brand idea has become more complex

31 Convoluted

32 And cerebral

33 Which was fine when you controlled your communications and decision making

34 But something changed the game

35 Your audience has higher expectations Better understanding Strong opinions Expecting a say Better connection

36 The way they consume/interact is much more diverse and fragmented

37 And we have less time then ever to engage with them

38 No longer one way Today

39 TRADITIONAL CONNECTED RELATIONSHIP

40 TRADITIONAL CONNECTED RELATIONSHIP

41 TRADITIONAL CONNECTED RELATIONSHIP

42 To meet this challenge brands must be smarter

43 Connect deeper

44 Quicker

45 Create penny drop moments Gone is the 30 sec commercial. Today 5 seconds is all it takes. John Hegarty

46 We call these Compellingly simple ideas

47 Which influence everything you do Behaviour Communications Compellingly simple idea Products and services Environments

48 A case study Fulham Football Club

49 The Challenge 14 professional clubs in London 6 in the Premier League 3 are mega brands We needed to a unique idea, grounded in a believable truth to help attract new fans

50 The insight Football is losing its heart and integrity

51 The insight But Fulham FC do things differently. Tradition, integrity and honesty.

52 The compellingly simple idea

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56 2012 Olympics (like never before)

57 A logo as a container

58 A suite of elements Page 58

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60 A ceremony like no other Page 60

61 Everyone involved

62 Everyone Beyond sport involved and into the community

63 Results global brand recognition exceeded its sponsorship revenue target over 700 million 1 billion of sales expected from merchandising programme 70,000 volunteers attracted global audience of 4.8 billion paralympics shared the logo the brand is our most valuable asset

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65 Apple Challenge convention

66 Think Different Video

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69 Behaviour Communications Products and services Environments

70 Compellingly simple ideas give you permission to innovate

71 Nike innovation to win Nike + winning Nike uses innovation to sustain its winning idea FuelBand development went well beyond what Nike was doing FlyKnit was a completely new concept upper sections made in one piece Management were all in to win Skills had to be found from outside Fast Company awarded Nike most innovative company

72 HTC living the idea HTC + quietly brilliant HTC took their brand idea into everything Their sponsorship was explained around it A store of quietly brilliant products was created

73 Starbucks - using customers as a real-time research and development department Starbucks + third place The idea is based on a space for customers to meet, chat, work, do so customer input is essential Three of Starbucks most successful initiatives came directly from their customers: Starbucks Vie instant coffee Free power sockets under all tables Local artists personalising their stores

74 Coke happiness for the digital generation Coke + creating happiness Coca Cola s mission statement is: to refresh the world to inspire moments of optimism and happiness to create value and make a difference They looked at how they could represent that for a modern world.

75 Google Project Re Brief Coca-Cola Mobile Ad Demo((Cannes Lions 2012) - YouTube

76 But compellingly simple doesn t necessarily mean easy

77 It s about distilling lots of thinking, not doing less I apologise for the long letter, I didn t have time to write a short one. Mark Twain

78 The marriage of two vital elements

79 About embracing creativity, not fearing it

80 It s about putting the culture in place Everyone in harmony Every decision supportive Every experience adding up

81 But most of all It s about being brave and confident

82 So what could possibly go wrong? Compelling simple ideas need managing carefully

83 Name Not easy Only change if you really have to Bland = acceptance Daring = danger Don t be pushed Manage where it s used

84 Name Make sure you register it Check its meaning Don t believe the first thing the lawyers tell you But do if they insist

85 Name Manage it well Stick with it Be prepared to spend People will get over it

86 Staff buy-in FedEx Driver Tossing Computer Monitor Over Fence Official Viral Video

87 Staff buy-in Ensure staff understand and are engaged before launching to the outside world Ensure they know what s expected of them They are the face of the brand

88 Launch an idea People react to logos so be prepared for negative reactions Launch an idea not a logo Logos without context are meaningless Tell the story first it helps understanding

89 Get permission People feel ownership of brands Don t change without reason Test and check you have permission If you change link it to real change

90 But get it right

91 But remember compellingly evocative, inspirational, original, powerful

92 But remember simple understandable, memorable, uncomplicated, honest

93 But remember compellingly simple is more relevant than ever

94 Thank you

95 Contact Noah Roychowdhury Heavenly Group Ltd The Old Ticket Hall 183 Eversholt Street London NW1 1BU United Kingdom +44 (0)

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