creating a digital universe for a vibrant brand | morgenbooster #80
Post on 21-Jan-2018
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DESIGNINLOVEWITHTECHNOLOGY
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MORGENBOOSTER #80 - OCTOBER '17
CREATING A DIGITAL UNIVERSE FOR A VIBRANT BRAND
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CHALLENGE
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INNOVATION MARKETING
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INTERNAL
EXTERNAL
BRAND
Brand Driven Innovation (2010)
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FINANCE
BRANDSTRATEGY
HR
SALES & DISTRIBUTION
MARKETING/COMMUNICATION
OPERATIONS
CSR
R&D
EXPERIENCEBUSINESSSTRATEGY
Better Brand Better Business, DDC 2017 - Louise Beveridge & Bertrand Chovet (adjusted model)
1508™ MORGENBOOSTER #80 - OCTOBER '17
BRANDSTRATEGY
EXPERIENCE
FINANCE
HR
SALES & DISTRIBUTION
MARKETING/COMMUNICATION
OPERATIONS
CSR
R&D
BUSINESSSTRATEGY
Better Brand Better Business, DDC 2017 - Louise Beveridge & Bertrand Chovet (adjusted model)
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The real power in brand today lies in creating
dynamic, meaningful relationships that evolve over time
MORGENBOOSTER #80 - OCTOBER '17
IDEO (ideo.com/expertise/brand/)
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Better Brand Better Business, DDC 2017 - Louise Beveridge & Bertrand Chovet (adjusted model)
MORGENBOOSTER #80 - OCTOBER '17
VALUEIDENTITY EXPERIENCE PERSONAL+ + +
(differentiation) (business decision) (purpose & coherency) (personal partner)
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B2B & B2CH2H
MORGENBOOSTER #80 - OCTOBER '17
Better Brand Better Business, DDC 2017 - Louise Beveridge & Bertrand Chovet (adjusted model)
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A COHERENT BRAND
MORGENBOOSTER #80 - OCTOBER '17
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How might we… …activate HAY’s brand digitally
and enrich the brand + buying experience across touchpoints?
MORGENBOOSTER #80 - OCTOBER '17
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A VIBRANT BRAND
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How might we……create a flexible digital design
for a vibrant brand that continues to evolve and inspire the customers?
MORGENBOOSTER #80 - OCTOBER '17
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A UNIQUE BRAND
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How might we……create a website that invites you
“behind the scenes” and out into the World and allows for unique stories to be told?
MORGENBOOSTER #80 - OCTOBER '17
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APPROACH
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FIT EXPERIENCEPURPOSE
ACTIVATION
ENGAGEMENT
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EXTERNAL
PURPOSE
QUADRANT MODEL (WOLFF OLINS)
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PRODUCT (PALISSADE)
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PRODUCT (PALISSADE) – VARIANTS
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PRODUCT (PALISSADE) – FAMILY
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PRODUCT (COPENHAGUE) – CONTEXT
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PRODUCT (COPENHAGUE) – INSTAGRAM
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QUADRANT MODEL (WOLFF OLINS)
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INTERNAL
PURPOSE
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ROLF & METTE HAY
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COLLABORATION
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DESIGNERS - RONAN & ERWAN BOUROULLEC
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DESIGNERS - SCHOLTEN & BAIJINGS
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SKETCHES (PAPER PORCELAIN)
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PROTOTYPES (PAPER PORCELAIN)
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SOLUTION
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BRAND VALUE PILLARS
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SPECIFIC VALUE PROPOSITION
SPECIFIC VALUE PROPOSITION
SPECIFIC VALUE PROPOSITION
SPECIFIC VALUE PROPOSITION
SPECIFIC VALUE PROPOSITION
SPECIFIC VALUE PROPOSITION
A1 A2 B1 B2 C1 C2
HIGH LEVEL VALUE PROPOSITION
HIGH LEVEL VALUE PROPOSITION
HIGH LEVEL VALUE PROPOSITION
A CB
PURPOSEPURPOSE
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BRAND VALUE PILLARS
MORGENBOOSTER #80 - OCTOBER '17
SPECIFIC VALUE PROPOSITION
SPECIFIC VALUE PROPOSITION
SPECIFIC VALUE PROPOSITION
SPECIFIC VALUE PROPOSITION
SPECIFIC VALUE PROPOSITION
SPECIFIC VALUE PROPOSITION
A1 A2 B1 B2 C1 C2
HIGH LEVEL VALUE PROPOSITION
HIGH LEVEL VALUE PROPOSITION
HIGH LEVEL VALUE PROPOSITION
A CB
PURPOSE
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Indholdsslide:Almindeligindholdssidemedpunktopstilling
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BRAND IMAGES
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NEW BRAND IMAGES
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DIVERSITY IN IMAGES
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DIFFERENT FORMATS
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FLEXIBLE DYNAMIC GRID
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PLAYFUL LAYOUT
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PLAYFUL GRID
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PLAYFUL GRID
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PLAYFUL GRID
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SUMMARY
MORGENBOOSTER #80 - OCTOBER '17
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How might we… …activate HAY’s brand digitally
and enrich the brand + buying experience across touchpoints?
MORGENBOOSTER #80 - OCTOBER '17
1508™ MORGENBOOSTER #80 - OCTOBER '17
1508™ MORGENBOOSTER #80 - OCTOBER '17
1508™
How might we……create a flexible digital design
for a vibrant brand that continues to evolve and inspire the customers?
MORGENBOOSTER #80 - OCTOBER '17
1508™ MORGENBOOSTER #80 - OCTOBER '17
1508™ MORGENBOOSTER #80 - OCTOBER '17
1508™ MORGENBOOSTER #80 - OCTOBER '17
1508™ MORGENBOOSTER #80 - OCTOBER '17
1508™
How might we……create a website that invites you
“behind the scenes” and out into the World and allows for unique stories to be told?
MORGENBOOSTER #80 - OCTOBER '17
1508™ MORGENBOOSTER #80 - OCTOBER '17
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THANKS!!
MORGENBOOSTER #80 - OCTOBER '17
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