STRATEGY FOR ENGAGING EXPERIENCES IN SPACE

WHAT IS OFFERED

Strategy & Space is a consultancy for brand strategy and spatial design. We help organizations to generate sustainable market growth. 

HOW IT IS DONE

Strategy & Space designs customer experiences in the physical and digital space by following a consistent strategy. This is substantially improving the overall brand performance.

WHY IT WAS STARTED

We believe that experiences should be more useful, enjoyable and efficient for both customers and employees. 

WHO STARTED IT

Since 2015 Owner Strategy & Space 2015 Executive Brand Strategy Director Brand Union, Berlin 2010-2015 Strategy Director/Head of Strategy Triad, Berlin 2008-2010 Strategic Planner Grey, Düsseldorf 2005-2008 Junior Strategic Planner Uniplan, Cologne 1998-2004 Diplom Sozialwissenschaftler University Mannheim 2004 Thesis University of Technology Sydney

SEBASTIAN BRUNNER

Strategy & Space follows an interdisciplinary approach. According to task and project scope a team of independent partners can be recruited and coordinated. Sebastian Brunner is a brand strategist, spatial designer and founder of Strategy & Space. Sebastian has 10 years of experience in strategy and design. He believes that innovation is the result of curiosity, the integration of different perspectives and the will to challenge the norm. Throughout his career he crossed between various disciplines like branding, digital media, advertising, architecture, scenography, service- and product design. As a social scientist he sees the human experience as the starting point for all strategic thinking. Sebastian developed complex global projects for companies like Mercedes-Benz, Mercedes-AMG, Procter & Gamble, Henkel, Bosch, FIFA Deutscher Fußballbund and Jägermeister.

THE PROBLEM TO BE SOLVED

For many organizations, there is a significant gap between their aspirational brand image and what customers actually experiences in the real world.

0%

20%

40%

60%

80%

100%

Companies that belive

they provide a superior

service

Companies whose

customers agree

PERCENTAGE OF COMPANIES

Source: Bain Customer-Led Growth diagnostic questionnaire, n=362; Satimetrix Net Promoter database, n=375

“Delivery gap”

80%

8%

PHYSICALIZATION: DIGITAL GETS PHYSICAL

The physical space will be the platform for future innovation. The internet of things is leaving the screen and moves into the physical reality. The more virtual life becomes the bigger will be the desire for multi-sensual and multi-device experiences. Therefore the digital and the physical reality have to be integrated in a seamless way.

UNDIFFE

RENTIATED

MARKET PREMIUM

DIFFE

RENTIATED

MOVING INTO THE EXPERIENCE ECONOMY

Organizations that are able to provide multi-sensual experiences and transformational skills to their customers will be on the top of the value chain. Strategy & Space guides organizations on their path into this future.

THE PROGRESSION OF VALUE

PRICING

CO

MP

ET

ITIV

E P

OS

ITIO

N

BRAND STRATEGY HAS TO ANSWER WHY

Today customers align themselves with brands that reflect personal beliefs and values. Brand strategy has to start with asking WHY an organization exists. We encourage our clients to develop a people-serving purpose of ideals, meanings and values. This purpose should go beyond material desires.

Brand Experience: The iconographic elements. Can be material and visual, or immaterial

Brand Purpose: Defines why a brand exists and why the employees want to go to work everyday

Value Proposition: The benefit a brand brings to the customer

Narrative Conflict: Translation the brand story into two conflicting values

Brand Story: The myth of the brand. Tells the motivation of the founders, conflicts, hard times and golden ages

DIMENSIONS OF THE BRAND EXPERIENCE

A credible brand purpose needs to be connected with a high-level design of product- and service experiences. Strategy comes to life in three dimensions: human, physical and digital.

DIGITAL

HUMAN PHYSICAL

IF YOU JUST WANT TO HAVE AN

OVERVIEW: STOP HERE.

IF YOU WANT TO KNOW MORE, READ THE

FOLLOWING SLIDES.

DESIGN MOVES TO THE CORE OF THE

BUSINESS MODEL

Business consulting Inhouse design agencies

Golden age of graphic design

Start ups – venture design Lean UX

Digital change agents User experience agencies

Big corporate inhouse design agencies

Big design Humanitarian design

DESIGN IS THE NEW MANAGEMENT

PARADIGM

As the world becomes more complex and dynamic, design becomes the new management paradigm. Strategy & Space uses playful, creative, visual and haptic design methodologies to make complicated task simple, understandable and easy to solve.

DESIGN IS THE FUTURE OF STRATEGY

Design methodologies are applied to solve complex strategic problems.

STRATIFICATION OF DESIGN

FACILITATORS AND ENABLERS

Organizations need to build internal creative resources to compete in a lean, innovative and dynamic environment. Strategy & Space helps organizations transform their capabilities by facilitating and enabling. Through co-creation, a creative set up, coaching and training the organization is left with a lasting creative skill set.

Strategy

& Space Organization

Co-Creation

INTERDISCIPLINARY APPROACH

True innovations can only emerge if different expertise converge in interdisciplinary teams.

Brand

Strategy

Spatial

Design

Service

Design

RESOURCE EFFICIENCY

Strategy & Space works in a lean way. Small and agile teams conduct a project. Specialists are added if there is a need. Design resources are used as efficient as possible. Ideas about services and products are seen as mere hypothesizes. These guesses have to be validated though testing at a early stage in the design process. Strategists and Designers have to get out of the building, talk to users and let them test the prototypes. Things that work are kept in the design process, things that don’t are iterated.

TESTING

HYPOTHESIS

After sales

service Usage

Leaving

store Purchase

Sales

consulting

Enter

store

CUSTOMER JOURNEY

Strategy & Space focuses on brands whose customer experience extends through time and space across a multitude of touch points. Mostly companies are not structured for customer experiences, but along organisational silos for the purpose of operational efficiency. Strategy & Space helps organisations to understand the interrelationship between the brand, services and products from a customer perspective.

Information

Marketing Sales Human

resources

R&D Production After sales

service

Customer Journey

Organisational Structure

DESIGN MANAGEMENT UND CONCEPT

GUARDIANSHIP

All disciplines involved in a complex brand experience or service design project have to work towards the same objective. A consistent theme, that connects all touch points is essential for a successful implementation of a strategy.

BRAND

EXPERIENCE

Architecture

Interior

Media Technology UX Design

Marketing

Management

INDEPENDANCE

Strategy & Space is an independent advocate of the customer and the organisation. Strategy & Space doesn’t follow an implementation agenda. The focus is on strategy, the big idea, basic principles and high level process design. From this, specifications are extracted that can be briefed to technical specialists like architects or other expert consultancies.

User experience design

Marketing Architecture Human resources

Organisation Interior design

Media technology

Briefing

Strategy Big idea Value proposition Basic principles High level process

Impl

emen

tatio

n

Strategy

& Space Organization

Co-Creation

STRATEGY & SPACE IS COMPLEMENTARY TO

TRADITIONAL BUSINESS CONSULTING FIRMS

Strategy

& Space

Traditional Business

Consultancies

Design Approach: Abduction Creating a vision first, than finding ways to realize the idea. Design Background:

Bridge to implementing disciplines.

Scientific Approach: Deduction and induction

Solution provider Standardized processes

No implementation agenda

Analytical thinking

Complexity

Abstraction

THE STRATEGIC DESIGN PROCESS

Strategy

Define the problem, the brand strategy and the value proposition

Prototyping

Prototype and test the brand experience by the user

Specifications

Define high level specifications as briefing materials for implementation

Big Idea

Research

Research and analysis the customer experience

1. RESEARCH

Getting out of the building: customer behaviour is being observed through ethnographic and classical research. This is combined with the analysis of quantitative data.

2. STRATEGY

The results of the customer research is structured through customer journey mapping. Out of this, the central problem is derived. Depending on the strategic level of the project the brand strategy, the value proposition and the basic principles are defined. These elements are the foundation of the story line for the brand experience.

3. PROTOTYPING

This is the phase of creative development. Prototypes, that represent hypotheses about the brand, product and service experience are being built and tested through user research. Things that work are kept, those that don‘t are continuously iterated until a minimum viable product is ready for the market.

4. SPECIFICATIONS

Based on feedback and learnings the central specifications for implementation are defined. These specifications are designed detailed enough to give the implementation specialists a clear direction what to do. They are not too detailed in order to leave enough space for expert knowledge.

Physical evidence

Attendee actions

Support processes

Front-of-stageinteractions

Back-of-stageinteractions

LINE OF INTERACTION

LINE OF VISIBILITY

LINE OF INTERNAL INTERACTION

SERVICE BLUEPRINT

IMPRESSUM

Der Inhalt dieser Präsentation ist durch das Urheberrecht geschützt. Sie darf ohne vorherige Zustimmung der Urheber weder ganz noch teilweise kopiert, veröffentlicht, verändert, übersetzt oder genutzt werden. Mit der Übergabe, Einsendung oder Übersendung dieser Präsentation ist ausdrücklich keine Einräumung von Nutzungsrechten verbunden. Die Informationen und Ideen dieser Präsentation sind vertraulich und dürfen ohne Zustimmung der Urheber nicht weitergegeben werden. Strategy & Space Consulting

Zionskirchstraße 17 10119 Berlin www.strategyandspace.com Ansprechpartner:

Sebastian Brunner

Mobil: 015777540933 Tel: 03084723980 brunner@strategyandspace.com