br-nd kitchen presentation
TRANSCRIPT
BR-ND KITCHENA strategy driven branding game for creating possible
settings for appealing brands and what the brand could
become in terms of naming, design & activation
A game which makes possible for BR-ND to co-create with
clients appealing brands in an inspiring and fun way
Based on scientific research
Brands stimulate desire when they trigger specific human drives
Brands are build from intensive collaboration
<< Vision
Mission >>
Create together with the client the first steps of an appealing brand
Combining fun, science, play and a different mindset helps people create appealing brands
<< Insight
The SIX-C-MODEL® provides insights and direction
Client + the BR-ND interdisciplinary branding team(between 9 and 12 people)
<< Who
Playing with science Co-creation
BR-ND KITCHEN
A strategy driven branding game for co-creating appealing
brand recipies
Inspiration
PromotionBR-ND
Teambuilding
Categorydrives
Knowledgetransfer
(sub)consciousselection
Discussion
Client relationdevelopment Sub-goals of the game
Goal of the game
Game essence
Game goals >>
Analysis Creation Decision Implementation
When >>
The game is the kick-off in the creation phase in branding
BR-ND KITCHEN
Why (product) >>
Besides a great team experience you will have created three different recipes
<< bottom-line
A different approach to brand creation
THE GAME FURTHER EXPLAINED
THE GAME 23PLUSONE
BASIS
ULTIMATE GOAL / DREAM
The 23plusone recipe placed on the BR-ND TRINITY
BR-ND KITCHEN MOODBOARD
THE GAME BUILD-UP
Insight
Inspiration
Info/introBR-N
D KITCH
EN
Strategy(now
& future)
Status Quo
Experimenting
with 23plusone
Co-creating cocktails/recipes
Consequences
Adjustments
Put the strategyon the table
BR-ND
Branding knowledge
23plusone
Take a look around
Realize what others do
For naming For activation
For design
For innovation
Final tweaksto the recipes
Play with different combinations
of the human drives
Co-createrecipe 1
For personality
Look at the 23plusone profile of
the brand & category
Co-create recipe 2
Co-create recipe 3
S F
THE GAME LEVELS
BR-ND KITCHEN
Level 1TheDrives
Level 2StrategyDriven
Level 3RecipeCreation
A playful MiniGame which allows you to discover the
human drive domains. At the end you will identify your
brand profile and the category drives
A rational MiniGame that identifies your current strategy and how you see your strategy in the future. This MiniGame
will also provide you with enough inspiration to build
appealing recipes A MiniGame where you co-create 3 recipes and play
with them through exploration
StandaardStrategy
consequences
Optional
Design
exploration
Optional
Activation
exploration
Optional
Nam
ing exploration
IntroductionA
short movie/anim
ation about brands, branding, 23plusone and the introduction of the gam
e theme
THE GAME LEVELS LAYER VIEW
6
5
4
3
2
106
54
32
10
6
5432
1
0
“Naming level”
CocktailCreation level
“Design level”
“Activation level”
Base platform
StrategyDriven level
TheDrives level
Team base
Inner ring
MA
IN G
AM
E LE
VELS
OPT
ION
AL
GA
ME
LEVE
LS
GAME LAYER VIEW
Inner ring
TheDrives level
StrategyDriven level
RecipeCreation level
Naming level
Design level
Activation level
Base platform
Team baseM
ainGam
e levelsO
ptionalGam
e levels
THE GAME PROTOTYPE ASSEMBLE
THE GAME PROTOTYPE EXPLODED VIEW
MORE INFO?
Alexander Koene
+31(0)6 53801287
Kim Cramer
+31(0)6 22973804
Joost Galjart
+31(0)6 48017780
visit www.br-nd.com
PASSIONATETHINKERS,CREATIVE DOERS.