Hello everyone.
In today's presentation we will talk about Brand Experience Innovations.
As you know, this is a part of our larger conversation about a comprehensive
innovation framework.
Which includes, as you know, Product Innovation, Service Innovation,
Innovation around Business Models.
The Brand Experience Innovation, that's today's topic.
But also tied to sustainability and Internal Process Innovation.
So, within this larger framework,
we will focus today on Brand Experience Innovation.
So let's start with a very simple question.
What exactly is Branding?
And what does a brand mean?
So, the Branding is a process of creating new brands.
And a Brand has several definitions, but one of the definitions for brand is that
it refers to some of the defining features that can distinguish one product or
service of a specific manufacturer, or a retailer, or
a seller from it's competitor.
So, if I have a name for my company, a certain logo for a company, I create
a brand around those assets and that gives me a unique position in the market.
This term brand and branding comes actually from an old practice
where they used to brand names of ranches on cattle.
And that's where this name, branding, comes from.
It's a unique way of defining and
marking something that belongs to the ranch, it belongs to the company.
So let's now talk about some of the components of branding and
of what brand means.
Here's a long list of the kinds of things that designers think about when they're
coming up with a new brand, or whether they want to refresh a new brand.
Or if you want to analyze a brand,
this includes thing like the name of the product or the company.
A logo, tagline or catchphrase.
The overall form and shape.
Some of the graphics on the product, colors, even sounds, smells, and tastes.
And finally movements as well.
So what we'll do in today's presentation, is we'll take a look at all of
these components of branding, and we'll look at some examples as well.
Now, branding is a lot broader than what's listed here.
It's the overall sensibility of what a product or a company means to people.
Very often, people who do branding mentioned that a brand is not what
you think, as a owner or manufacture your brand means.
But what they think and by they, they are referring to the consumers.
So, what the consumers think about as a specific brand
might be different from what companies internally think of their own brand.
It's something really important to keep in mind is the perception that
people have about a specific product, or a service, or a company.
Let's look at, this is the first part of the presentation in which
we'll talk about the specific aspects of a brand.
And part two of this presentation,
we'll talk more about the notion of an experience.
How do you build the brand around all the touch point of the experiences.
So, let's jump into this one and talk about the specifics of branding.
The first thing is the name, of course, it centralizes to the set of words or
a word that defines the product or a company, such as this case,
Lamborghini is a well known Italian car manufacturer.
And that specific name is what defines that company.
Of course, there's other assets that you can see in this image as well.