brandjam humanizing brand1

8/7/2019 Brandjam Humanizing Brand1

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Brandjam:Humanizing Brands Through

Emotional DesignMarc Gob


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A think tank. Motivational workshops. Design insight.

Marc GobEmotionalbranding.com


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Why Emotional Branding.

Most corporations have failed to changetheir culture to promote managers able toleverage their imagination and intuition to

create winning brands in the marketplace.


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Emotionalbranding.com

Head/Heart/Gut.Discover the emotional power of your brand.

Brandjamming.Design driven creative collaboration.

Plunge.Innovation by daring to go where others wont.

Citizenship.

Make the world a better brand.

Scream.Bring your imagination to life through Design.


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Nike is more than performance, it is

also about how we live.Nike focuses on innovation, style, story

and experience to create the emotional

connection.

Heather Amuny-DeyDesign Director North America.

Nike.


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In a century rife with the predictable,

the dehumanizing, the dispiriting,jazz affirmed the fresh, the human,the hopeful and it cameto represent humanity at its best.

John Edward Hasse.Jazz, The First Century.


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Design is to branding whatJazz is to music

1) Humanizes brands.

2) Stimulates our senses and feelings.

3) Celebrates the power of collaborationand improvisation.


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[Scientists] are starting to discover simple rules thatallow swarms to work so well. Those rules allowthousands of relatively simple animals to form a collectivebrain able to make decisions and move like a singleorganism.

-New York Times, November 13, 2007


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This is a far cry from the marketing of last centurythat celebrated factories, rationality & homogeneity.

A) You can have my cars in any color as long as itis black

Henry Ford.

B) Lets see the world as a single marketplaceentity

Theodore Levitt, Harvard.

C) Modernism means the absence ofsentimentality and the absence of nostalgia

Paul Rand, Yale.


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The industrial economy.

People were perceived as subservient

consumers that could be easily

manipulated by advertising.

It was called the age of

Mass Marketing.


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The legacy of the industrial age: A world of sameness. Products madebased on the capabilities of factories, not peoples choices.


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We were canned!


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Design then was artistic.In the businessworld it had a functionalrole: to facilitate production.It was not a brand building

tool.


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The industrial age ideaof marketing to the masseswas to regulate ourconsumption habitsto fit their productionmodel.

The consumers wereleft out of the game.


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The Wrath.And the birth of the emotional economy.


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An emerging voice.

All the conditions of modern life - Its materialplenitude, its sheer crowdedness - conjoin to dull oursensory faculties.

What is important now is to recover our senses. Wemust learn to see more, hear more, feel more.

Susan Sontag.


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The emotional economy.

People are becoming the

inspiration, the partners and

the force behind the success of

brands.

It is called the age of

Consumer Democracy


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From homogeneity to diversity.


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Celebrating the individual and its imagination.


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Welcome to the age of emotional experiences.


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Consumers did not wait for brands.


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Reflecting trends in music were an indication of the shift towardsself-expression and individuality.

Culture was ahead of brands.


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When brands were sleeping,the film industry was talking.

Don Murphy, one of the producers ofTransformers, used his personal website(donmurphy.net) to engage in a rollingconversation about the movie with the fans. It

had some influence over changes in the scriptand casting!

New York Times

July 9, 2007


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While brands were sleeping,

the shoppers in chiefwere shopping

somewhere else!

75% of all buyingis influenced by women.


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It is time to brandjam!

A) Reach peoples imaginations.B) Understand emotional and sensory experiences.C) Re-invent a culture of innovation.


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In this post-modern consumer democracy, youcant operate in a vacuum. Brands need to showtheir emotional side.


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FreedomCitizen Status Harmony Trust

I am

I believe

Expressing your emotional side.


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Trend analysis& forecast Focus groups

Mar ket evaluation

Scientific surveys

Audits

Brand valuation

Brand validation

Brand strategy Life transforming ideas

Sensory explorations

Emotional aspir ations

Subconsciousdesires

Gut instinct

BUSINESSW

ORLD

Design stimuli

LOGIC EMOTION

PEOPLESW

ORLD

Is the corporate world ready?


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Create a collective brain able to make innovative decisions.


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Brandjam

Start from scratch:Create a Brandjam center.

Keep close to the creative process.Take the work outside the boardroom.Have a forum to push the most outrageous ideas.


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Understand the hidden.


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Understand the hidden.


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Talk to Brick

Louis KahnI asked the brick what

it wanted to be,

and it said an arch

Frank GehryHow do you humanize

a building in expressing

feelings that make youdrop to your knees


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Stimulate the imagination.


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The main hurdle to branding innovation is all those ideas people

cant see, concepts that are not fully realized to be truly appreciated,

research that informs on the wrong emotions and creates resistance to

change.

Veronique Gabai

SVP, Designer fragrances, Estee Lauder.

Make people cry.


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OUR PROCESS

Brandjam centers.

You cant live too farfrom the creative force.


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Brandjam

Start from scratch:

Head.Heart.Gut.Discover the emotional power of your brand.


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Humanizing brands.

GUT: The desire

I want to be stimulated by this brand

HEART: The relationship

I have a relationship with this brand

HEAD: The logic

I trust and believe in this brand

Head Heart Gut


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The psychological portrait of the Aeron Chair.By Marc Gobe.


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The press: This is a cult chair, and an Im-so-cool Icon.

Herman Miller: We have a problem-solving approach to design.

The press: This is not an office chair, but an object of desire.

Herman Miller: We are pioneers, we lead in ergonomic design.The Aeron is an icon recognized everywhere.

The press: It is about conviction and comfort but also cachet.

It is a smart and hip product.

Herman Miller: We are about humane ergonomic design,superior performance and environmental responsibility(Brochure: Aeron chair showed in a conference room setting).

The press: The Aeron is about aesthetic drama. It has inspired poetryand a person even mounted an Aeron on his canoe.

Herman Miller: We are helping people work.


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Below the line:

HEART&GUT

Above the line:HEAD:

Experience Emotion

$2

$4$1


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Understand the emotion.

Head Gut


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Brandjam

Start from scratch:Plunge!

Go to where others dont go.Imagine what others have not.Feel uncomfortable, then listen to your gut.


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It is only with the heart thatone can see rightly;

what is essentialis invisible to the eye.

The Little Prince. Antoine de Saint Exupery


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Cracking the emotional code.


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Dirt is good!


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What is the meaning of dirt? Unilever detergent category.


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How do you feel if your

child comes home dirty?

Is dirt bad?


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Getting dirty through constructiveplay is how children learn and expresstheir creativity.

-Michael Grose, Parenting expert


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Consumers are demanding more and more

from the companies behind the brands,increasingly bringing their views as citizensinto their buying decisions. They want brandsthey can trust.

Niall FitzGerald, Unilevers Chairman


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Toyota outsold Ford for the first time last

month to grab the No. 2 Spot in the U.S.

Market for the first time, amid demand for

fuel efficient vehicles.

BMW pursues the Idea Class. The luxury

car maker shifts to woo buyers who rank

artistic values over horsepower.

The Wall Street Journal,

Wednesday, August 2, 2006.


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Thoughtful design can have a real impact on peoples lives. Drug

companies spend billions on advertising, but that doesnt alwaystranslate into a patients individual experience.

Deborah Adler, Graphic Designer.

Saving a grandparents life.


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A packaging as clean as water.


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Brandjam

Start from scratch:Dare.Design!

Bring your power of imagination to life through design.


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Transform the future.


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The industrial age (controlling the dialogue).


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Martin Luther King Day - January 16, 2006

Independence Day - July 4, 2005

Vincent van Gogh's Birthday - March 30, 2005

St. Patrick's Day - March 17, 2005 100th Anniversary of Flight - December 17, 2003

Mother's Day - May 14, 2006

The emotional age (opening up the dialogue).


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ABC MTV BBC

CBS NBC ESPN

FOX CNN A&E

CMT DSC DIY

HBO NICK USA

WGN TLC QVC


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E! Current TV Bebo

Style Joost Brightcove

Sprout Kazaa MySpace

YouTube Skype Moxi

Yahoo Fancast Lime


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Dare.Design.


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Understanding the emotions adesign elicits.

Emotional branding.Look at your iconography in a different way.


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Humanizing the no. 1 brand in the world.


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Start from scratch:Do one thing everyday that scares you.

Eleanor Roosevelt.


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Thank you!

A think tank. Motivational workshops. Design insight.

Emotionalbranding.com

brandjam humanizing brand1

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