creating a digital universe for a vibrant brand | morgenbooster #80

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


INTERNAL

EXTERNAL

BRAND

Brand Driven Innovation (2010)

1508™ MORGENBOOSTER #80 - OCTOBER '17

FINANCE

BRANDSTRATEGY

HR

SALES & DISTRIBUTION

MARKETING/COMMUNICATION

OPERATIONS

CSR

R&D

EXPERIENCEBUSINESSSTRATEGY

Better Brand Better Business, DDC 2017 - Louise Beveridge & Bertrand Chovet (adjusted model)


BRANDSTRATEGY

EXPERIENCE

FINANCE

HR

SALES & DISTRIBUTION

MARKETING/COMMUNICATION

OPERATIONS

CSR

R&D

BUSINESSSTRATEGY


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The real power in brand today lies in creating

dynamic, meaningful relationships that evolve over time


IDEO (ideo.com/expertise/brand/)

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VALUEIDENTITY EXPERIENCE PERSONAL+ + +

(differentiation) (business decision) (purpose & coherency) (personal partner)

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B2B & B2CH2H



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A COHERENT BRAND


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How might we… …activate HAY’s brand digitally

and enrich the brand + buying experience across touchpoints?


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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?


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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?


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APPROACH



FIT EXPERIENCEPURPOSE

ACTIVATION

ENGAGEMENT


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)


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


SPECIFIC VALUE PROPOSITION






A1 A2 B1 B2 C1 C2

HIGH LEVEL VALUE PROPOSITION



A CB

PURPOSEPURPOSE

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BRAND VALUE PILLARS








A1 A2 B1 B2 C1 C2




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



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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SUMMARY


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How might we… …activate HAY’s brand digitally

and enrich the brand + buying experience across touchpoints?


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How might we……create a flexible digital design

for a vibrant brand that continues to evolve and inspire the customers?


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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?


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THANKS!!


creating a digital universe for a vibrant brand | morgenbooster #80

Design