Craft Branding Presentationreduced

Branding for Irish CraftDesigner/Makers

Siobhan O’DwyerThreesixty

November 19 2009for the Crafts Council of Ireland

Let’s startby gettingto knoweach other..

(quick introductions please and what youhope to get from today)

agreeingwhat weare hereto achieve…

(stepping outside of the day-to-day and intothe footsteps of our customers)

and how we’re going to do it!INTRO:

• Coffee / introductions• Quickfire trends analysis using real niche brands• Key branding trends

BRAND STRATEGY AND CREATIVE FOR CRAFT BUSINESSES

• 10:30 – 11:15 Brand platform• 11:15 – 11:30 Coffee break• 11:30 – 12 Case studies• 12 – 1 Breakout session: each group devises a very different brand strategy for the same product

LUNCH BREAK

• 2 – 2:30 Social networking• 2:30 – 3:30 Brand Experience in a Retail Setting• 3:30 – 4 Case study presentation: Pop-up shop

WRAPUP 4 – 4:30

• Thinking Big• Final Q&A

Watch out…

Thinkpink

There’s no one-size-fits-all rulefor branding. Every so often Iwill throw in a differentperspective, idea or statistic tokeep us all thinking fresh!Watch out for the pink box…

So let’s take a look at someniche lifestyle brands whohave achieved success withclever branding strategies….

1. Peopletree

A very clear,pioneeringmarket position(ethical yetchic) with aclear view ofher targetcustomer (20 -40 female)

Quickfire trends

www.peopletree.co.uk

1. Peopletree

Who they are,why it isimportant,externalendorsement -all in a veryengagingwritten style.

Quickfire trends

1. Peopletree

The personbehind thebusiness, hervalues, herlifestyle (andstyle!), hercrusadingactivities etc.

Quickfire trends

Thinkbox

A blog is agreat way tocommunicatein a less formalway.

Quickfire trends

1. Peopletree

PR (critical fora niche brand).Used to beloved by themedia simplybecause theywere Fair-Trade, nowelevatingthemselves tofashion brand.

Quickfire trends

Thinkbox

But what about traditional advertising?

Recommendations from personal acquaintances or opinionsposted by consumers online are the most trusted forms ofadvertising, according to the latest Nielsen Global OnlineConsumer Survey of over 25,000 Internet consumers from 50countries.

Ninety percent or consumers surveyed noted that they trustrecommendations from people they know, while 70 percenttrusted consumer opinions posted online.

“The explosion in Consumer Generated Media over the lastcouple of years means consumers’ reliance on word of mouth inthe decision-making process, either from people they know oronline consumers they don’t, has increased significantly,” saysJonathan Carson, President of Online, International, for theNielsen Company.”

Source: blog.nielsen.com

Quickfire trends

1. Peopletree

Pop-up - acost-effectiveway ofextendingdistribution,creating anexperience andleveragingsomeone else’sbrand andcommunity.

Quickfire trends

1. Peopletree

Guerilla design- strong graphicstyle, cost-effectiveexecution.

Quickfire trends

1. Peopletree

Youtube: low-cost, easy-to-use, highly viralif carefullyplanned.Opportunity to“meet” theperson behindthe product.

Quickfire trends

1. Peopletree

Twitter: verysimple way ofreaching highnumbers ofpeople veryquickly. Greatway ofpromotingevents, specialoffers etc.

Quickfire trends

Thinkbox

Ethical doesn’thave to lookethical anymore.

Quickfire trends

1. Peopletree

Facebook:interactive,lively, visual,makes peoplefeel part ofsomethingbigger.

Quickfire trends

Thinkbox

Is Facebook just for kids and/or social use?

•More than 300 million active users•50% of our active users log on to Facebook inany given day•The fastest growing demographic is those 35years old and older

Source: facebook.com

Quickfire trends

2. Patchwork Pate

Clear marketposition, strongpersonality,great name,clarity of offer,friendly andinteractive.

Quickfire trends

www.patchwork-pate.co.uk

2. Patchwork PateQuickfire trends

www.patchwork-pate.co.uk

Standoutpackaging withstrong shelfappeal andgreat productnames.

2. Patchwork Pate

Ideas for howto use theproducts,emphasisingtheir value anddeliciousness!

Quickfire trends

www.patchwork-pate.co.uk

2. Patchwork Pate

Clever use ofsocial mediadrives trafficback to the siteas well asbuildingcommunity.

Quickfire trends

www.patchwork-pate.co.uk

2. Patchwork Pate

Online andoffline reviewsare a cost-effective formof advertising.

Quickfire trends

www.patchwork-pate.co.uk

Thinkbox

How can you keep an eye on what people are saying about you?

1. Addict-o-matic - Allows you to create a custom-made page to display search results. 2. Bloglines - A web-based personal news aggregator that can be used in place of a desktop client. 3. Blogpulse - A service of Nielsen BuzzMetrics. It analyzes and reports on daily trends within the blogosphere. 4. BoardTracker - A useful tool for scanning and tracking within forums. 5. Commentful - This service watches comments/follow-ups on Blog posts and similar content such as Flickr orDigg. 6. FriendFeed Search - Scans all FriendFeed activity. 7. Google Alerts - Daily or real-time alerts emailed to you whenever a specific keyword (chosen by you) ismentioned. 8. HowSociable? - A simple way for you to begin measuring your brand’s visibility on the social web. 9. Icerocket - Searches a variety of online services, including Twitter, blogs, videos and MySpace. 10. Keotag - Keyword searches across the internet landscape. 11. MonitorThis - Subscribes you to up to 20 different RSS feeds through one stream. 12. Samepoint - A conversation search engine. 13. Surchur - An interactive dashboard covering search engines and most social media sites. 14. Technorati - Search engine and monitoring tool for user-generated media and blogs. 15. Tinker - Real-time conversations from social media sources such as Twitter and Facebook. 16. TweetDeck - Not only a great way to manage your Twitter account, but the keyword search means you cansee what people are saying about you. 17. Twitter Search - Twitter’s very own search tool is a great resource. Can be subscribed to as an RSS feed. 18. UberVU - Track and engage with user sentiment across the likes of, FriendFeed, Digg, Picasa, Twitter andFlickr. 19. wikiAlarm - Alerts you to when a Wikipedia entry has been changed. 20. Yahoo! Sideline - A TweetDeck-esque tool from Yahoo. Monitor, search and engage with the Twittersphere.

Source: Econsultancy via Futurelab

Quickfire trends

Now that we have seen someinspiring ideas, let’s get backto basics with how to build aBrand Platform for you…

What is a Brand Platform?It is the blueprint for yourbrand, the output of a processwhere you have thought aboutwhat market position you wantto own, who you are, why youare different, what’s importantabout what you do, who lovesyou and why…

Own aMarketSpace

CreateCoreDifference

1. 2.

Start with your strategic objectives

Brand Platform

Own aMarketSpace

CreateCoreDifference

Build aStickyStory

1. 2. 3.

Start with your strategic objectives Then get creative

Brand Platform

Own aMarketSpace

CreateCoreDifference

Build aStickyStory

EngagetheMarket

1. 2. 3. 4.

Start with your strategic objectives Then get creative And finally, tell the story..

Brand Platform

Own aMarketSpace

CreateCoreDifference

Build aStickyStory

EngagetheMarket

1. 2. 3. 4.

Visualise where you want your business to go to

Define the market you want to own

Build the story for why you should own that market

State the value that you bring to your customers

Identify what is unique about you / your work

Define your core difference relative to competitors

Why is what you do important and necessary?

Identify each of your key audiences and work out what ismost important about what you offer to each of them

Creative messaging / story

Name

Trueline

Visual style

Logo

Visual branding system

Create brand gameplan

Apply to key touchpoints

Equip sales teams & partners

Start with your strategic objectives Then get creative And finally, tell the story..

Brand Platform

What steps should you take toreally think about what yourbrand stands for and how tobring it to life for yourcustomers?

Brand Platform

Step 1Fact-finding

Step 2Research

Step 3Brandplatformworkshop

Step 4Branddevelopment& strategy

Step 5Brand launch

Understand allabout you

Understand allabout yourcustomers, yourcompetitors andmarket trends

Bring it togetherinto a coherentpicture of whereyou fit into themarket

Build your brandstrategy, evaluateyour existing brand,develop your brand,work out how toapply your brand toall the touchpoints

Focus on generatingawareness into thelong-term. No point inhaving a great brandand product if nobodyknows about it

Brand Platform

How should you applyall of this to the differentbrand touchpoints?

Brand Platform

Rule 1:Think aboutyour customersand the realityof their lives.

•“Noisy” market•Competitive “clutter”•Price sensitive (?)•Time-poor•Seeing similar butcheaper alternativesthat may be moreconvenient•Design is often a“safer” bet than craft•Spending less andless time readingtraditional media•And ?….

Brand Platform

Rule 2:Think abouthow to guidethem along ajourneytowards you(AIDA).

•Friend recomendation•Review from a trustedsource•Endorsement•Exhibition•Website•Email / Facebookrelationship•Pop-up shop•Retail outlets•Studio / onlinepurchase

Brand Platform

Then weave your storythrough the touchpoints,remembering that noteveryone will interactwith each one.

Brand Platform

Who you are How this comes to life for your customers

Brand Platform

Thinkbox

Product stylingis a powerfulway ofengaging withyour targetcustomers.

Brand Platform

Case StudiesTime to hear from thepeople who are actuallyputting this into practice.

Case Studies

Breakout SessionTime to get your creative hatson and think about building abrand strategy for…

Breakout Session

Breakout SessionTime to get your creative hatson and think about building abrand strategy for…

Breakout Session

Breakout Session

•Describe the brand personality•Describe the brand difference•Describe the brand position in themarketplace•Describe the brand customer•Create a brand look and feelmoodboard (logo, display,packaging, graphic style, materials)•What are the most importanttouchpoints for this brand?•Come up with creative ideas abouthow the brand should come to lifethrough the most importanttouchpoints

Breakout Session

How can you harness thepower of social media to buildyour brand…

Social Media

How can you harness thepower of social media to buildyour brand…

Social Media

Blogs

Twitter

Facebook

Flickr

YouTube

BloggingSocial Media

Blogs are a look behind the scenes,a great way of letting people get toknow you, what’s important to you,what influences you, how you workand so on.

Why is this important? Becausepeople buy from people with thesame values. This is a way of cuttingthrough the marketing b******!

New workYou makingYour studioYour way of lifeExhibitions & eventsThings that inspire

Thinkbox

Don’t be afraidto have a bit offun with yourblog!

Social Media

TwitterSocial Media

A fast, easy way of sharingknowledge and letting your friendsand wider community know aboutwhat you are up to. New work

New retail outletsAwardsEventsOffersInterests

Thinkbox

Twitter canalso be used toovertly promoteyour website.

Quickfire trends

FacebookSocial Media

An interactive and informal wayof sharing, updating and buildinga community of like-mindedpeople. Also a powerful way ofnetworking into groups that don’tknow about you.

New workYou makingYour way of lifeExhibitions & eventsThings that inspire

Think carefullyabout yourFacebook andTwitter avatars.

Social Media

FlickrSocial Media

Very effective away of bringingwork & exhibitions to life andalso driving traffic back to yoursite, particularly after an event. New work

Your way of lifeExhibitions & eventsThings that inspire

It’s an informalmedium butyou still need tobe mindful ofyour ownimage

Social Media

YouTubeSocial Media

A very simple and cost-effective way to tell yourstory with great viralpotential. How you make

LaunchesExhibitions & events

Low productionvalues areabsolutely finebut thinkcarefully aboutscene-setting.

Social Media

How can you bring yourbrand to life in your own,or someone else’s,retail space? Let’s step intothe shoes of a customer andanswer these questions…

Retail Brands

Retail Brands

How canyou cutthroughthe clutterand standout?

Retail Brands

How can youcreate abrand with astrong visualstyle thatresonateswith yourcustomers?

Retail Brands

Well,that’soneway…

Retail Brands

How can youhave adistinctivepresence in anenvironmentwhereeverything isdisplayed in auniform way?

Retail Brands

How can youcontrol howpeople viewyour workwhen it istaken out ofcontext?

Retail Brands

How can youcreate theatrewhile retaininga sense of theunique andprecious?

Retail Brands

How can youcommunicateyour ethos,heritage andprovenancewithout beingcheesy?

Retail Brands

How can youhelp peoplepicture whatyour productmight look likein their lives?

Retail Brands

How do yousend themaway knowingthat they got,or will begiving,somethingreally special?

Accessibility is a hugechallenge for manydesigner-makers.Could pop-up be theanswer?…

Pop-up Retail

Before you start, consider:

What is the commercial objective?Who is your target customer?Where is the right space for commercial success?Who can you partner with?How can you make the space & experience reflect your brand?How can you create a PR-worthy event that will cut through to new customers?How can you use the event to build a community / database?Can you piggy-back to maximise publicity / footfall?

Pop-up Retail

Pop-up Retail

Sketch at the Royal College of Art

Pop-up Retail

Commes Des Garcons

Pop-up Retail

Louis Vuitton at Commes Des Garcons

Pop-up Retail

Adidas

Pop-up Retail

Kenzo / Vacant

Pop-up Retail

Dover Street Market

And finally, let’s look at sometopline trends that are drivinga new form of consumption (ornonsumption)…

Pop-up Retail

URBAN FARMING

URBAN FARMINGFuture ecological living is going to be urban-focused. Butnonsumers have a new appreciation for the local and thenatural alongside an understanding of the spiritual importanceof connecting with Nature’s biodiversity. Here are some ideasthat bring the farm back into the city…

Eco-pod

A living skyscraper

AquaponicsFarm in Box

A rooftopfish pondthat growsvegetables

Biosphere FarmFuturistic kitchen gardenfrom Philips

The Bikube

An urbanbeehive thatattaches to yourouter wall

The Eglu

A town gardenchicken coop

Vbites

New family-friendlyvegan fast-foodrestaurant led byHeather Mills

Stuwer

A vendingmachine for localfarm produce

MULTIFUNCTIONALITY

MULTIFUNCTIONALITYFor people who are trying to live with less “stuff”, multifunctionality notonly makes financial sense, it makes ecological sense. Products thatare cleverly designed to perform more functions and to extend their lifewill be valued. Here are some innovative designers who areresponding to this trend.

VanishingCreatures

Packagingthat turnsinto a bird feeder

(and allows you to eatchocolate rhinos…)

Solo Ora

Clock, mirror andlamp in one object

Andrea

Decorative indoorplanters that filterand purify the air

1to3

A garment thatchanges formand function

Energy BeltMonorail system by Iosa Ghini in Bologna,a multifunctional structure that incorporatesa solar system and pedestrian walkway

Iflect

Fashion thatbecomes reflectiveat night for urbancyclists

Solar panels shapedlike clay roof tiles

Trask

Low-energy LEDlighting system thatcan be reshaped asa standard lamp,desklamp oroverhead tracklighting.

THE HUMAN TOUCHA combination of factors - technology & social media, the global recession,an appreciation of the simple way of life, a straightforward reaction to thehighly technical forms of the past 10 years - is driving a return to productsand services with a spirit of humanity.

Good Hotel

Guest co-creationwall in a lowcarbon hotel

We are scarf

Community-createddesign for a design-led fashion scarf

Calgary Society forDisabilities Annual Report

Entirely written by hand onobjects bought throughfundraising efforts

Scott Chair

Gathers fibres frombottoms to create astory of all who sat in it

aboxlife.com

Recycled box project wherepeople can add to the storyof each box via a trackingnumber on web/ mobile/twitter/ flickr

Kinded.com

Community brand-building initiative by kindsnackswhere an act of unsolicited kindness is supportedby a card which is tracked as it travels the world

The Forever StoryA public onlinestory-telling projectto raise funds forautistic children

Fabric CalendarA slightly sinisterphotographic takeon middle England

FUTURISTIC ECO

Tofu Chair

100% recyclablebreathable chairthat moulds to thehuman form

Lanana

Shopping bagmade of foldedrecycled paper

Philippe Starck & Ballantyne

Multifunctional ergonomic garmentsmade with “intelligent cashmere”

Ecopod coffin

It's made only of earth-friendly materials, such aspapier mache, which readily biodegrades when buried.

CRUSADINGCOMMUNITIES

The collapse of many of the stable structures within society -religion, global peace, the environmental health of the planet, ourfinancial system - is spurring the search for a new meaning in life.Crusading brands with evangelistic qualities and genuine integritythat allow people to gather around a common purpose will win inthis new economy.

Change

Obama’s use of social media unitedAmerica around a common crusade forchange

The Human Race

Nike united a global community aroundrunning and tapped into running’sspiritual qualities

Earthkeepers

Timberland’s eco outdoor boots were supportedby a viral tree-planting campaign and an onlinecommunity of Earthkeepers activists

Earthkeepers

Activist website and onlineshop

1010

Public campaign with a simple rallying call - cut carbonemissions by 10% by 2010

1010

Twitter page thatmakes you feel partof something big

LoFiAesthetics that are driven by content and functionality combinedwith an appreciation of the hand-made and the authentic.

Sew Sew

Handstamped branding system byBecause Studio

Wolf Olins

Deceptively underdesigned website with“elastic” pages

Twitter

Inclusive, easy touse, open &sharing ethos.

Blogs

Free Wordpress templates rule! The lo-fiwebsite that values content above all and stillallows you to express your personality.

Hattomonkey

Uber modern milkpackaging design thatembroidery as the graphicdevice

CRADLE TO CRADLEHighly innovative designs using environmentally-friendlyproduction processes that incorporate an ecological end for aproduct when it comes to the end of its life.

Cradle to Cradle

Technical nutrients andbiological nutrients toremake the way we makethings. Essential reading.

Sebola

Technical sportswear that is Aesthetic, Technicaland Ecological. Great brand, great ethos.

EcoATM

An ATM for recyclingconsumer electronics

Bloomcard gift card

When you’re done, cover it in soil and itturns into wildflowers

Are these just niche ideaswith niche appeal?

83% of global consumers say they are willing tochange their consumption habits if it helps makethe world a better place to live, and 68% feel it'sbecoming unacceptable not to make efforts toshow concern for the environment or live ahealthy lifestyle.

Source: Edelman global survey of 6,000 consumers, Oct 09

Thank you

Siobhan O’DwyerThreesixty

www.wearethreesixty.com