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Presentation to the Utah Valley University, February 3, 2011, on "Design as a Business Tool", incorporating the relationship of design to branding and positioning in business. Using examples from Walmart and Target to the portfolio of modern8, a brand design agency in Salt Lake City. www.modern8.com
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Design
modern8
as a business tool
I simply believe that design is the principal reason for emotional at-tachment (or detach-ment) to a product or service or experience. Design is arguably the number one determinant of whether a product, service or experience stands out—or does not.” – Tom Peters
DESIGN >Marketing
DESIGN >Branding
Design is the EMOTIONAL connection that makes marketing and branding work.
?DESIGN
Everybody’s a DESIGNER.
Design = Solving Problems
Design vs.“Pretty”
> >Perception Behavior Performance
Target Wal-MartiPod ZuneNike Reebok
Product DesignInterior DesignArchitectureGraphic Design
“Good design is good business”. — Thomas Watson, IBM President
modern8
Perception Branding 5DProcess
d1: Discoverd2: Distilld3: Depictd4: Designd5: Deploy
Client: UCN
Was Buyers UnitedLong distance telephone bundled with other services
UCN Background:
Was Buyers UnitedLong distance telephone bundled with other services
Then United Carrier NetworksReseller of long-distance telephone services
UCN Background:
Was Buyers UnitedLong distance telephone bundled with other services
Then United Carrier NetworksReseller of long-distance telephone services
Then UCNReseller of long-distance telephone services +software for call centers
UCN Background:
Was Buyers UnitedLong distance telephone bundled with other services
Then United Carrier NetworksReseller of long-distance telephone services
Then UCNReseller of long-distance telephone services +software for call centers
(here’s where we came in)
UCN Background:
Was Buyers UnitedLong distance telephone bundled with other services
Then United Carrier NetworksReseller of long-distance telephone services
Then UCNReseller of long-distance telephone services +software for call centers
The new UCN?By this time, the company had become something quite different, focused more on innovative “Software as a Service” (SaaS) for contact centers than on long-distance services.
Needing to adapt their brand strategy, UCN asked us to conduct our Perception Branding 5d Process.
(here’s where we came in)
UCN Background:
d1: discover
What we did
d1: discover
What we did
Interviewed everyone from the President to Chief Technology Officer
Interviewed UCN clients
Audited existing marketing material
Audited marketing material of competition
Discussed topics with prominent contact center industry consultant
d1: discover
What we found
d1: discover
What we found
UCN was unique amongst competitors, specializing in the Software as a Service delivery method. But competitors would undoubtedly pick up on it soon. UCN had to act swiftly and boldly to establish a solid foothold.
The name UCN had very little significance for the new target audience: contact centers.
Although not often recommended, it appeared a name change was needed.
d1: discover
d2: distill
What we did
d2: distill
What we did
Synthesized learnings from interviews and internal / competitive marketing audits.
Conducted adjective and image brainstorm with UCN upper management, to help clarify and depict the brand in non-verbal ways.
Developed overall brand strategy
d2: distill
What we proposed
d2: distill
What we proposed
inContact, UCN’s flagship contact center product, would be the new company name.
Individual product names were ambiguous, and left customers wondering. We suggested more descriptive naming.
We felt the “human” life-blood of call centers needed to be an integral part of the brand. UCN’s products help agents better serve the brands they represent. Thus, UCN offers not just software as a service, but satisfaction.
d2: distill
d3: depict
What we did
d3: depict
What we did
Based on feedback from an adjective and image brainstorm exercise conducted with UCN upper managemement, we developed and presented a Brand Concept Board to visually and verbally represent the brand.
d3: depict
Brand Attributes
d3: depict
Brand Attributes
Creative Empowering Energetic Passionate Supportive Vigorous
Attentive Comprehensive Dedicated Efficient Innovative Integrated Partner Proven Versatile
d3: depict
22 September, 2008
CreativeEmpoweringEnergeticPassionateSupportiveVigorous
AttentiveComprehensiveDedicatedEfficientInnovativeIntegratedPartnerProvenVersatile
We give you the technology to measure, control and improve your brand’s perception through the customer experience.
Satisfaction as a service.
Bright, strait-forward and full of energy. These colors reflect inContact’s dedication to staying on the cutting edge of technology.
Content: Aggressive and innovative. Setting inContact apart from the competition. Clear in message and cohesive as a group.
Look: Modern, strait-forward, and clever. Pho-tographs should reflect the brand personality.
Control
Flexibility
d4: design
logo proposal
1
logo proposal
1
logo proposal
1
logo proposal
1
logo proposal
1
logo proposal
2
logo proposal
2
logo proposal
2
logo proposal
2
logo proposal
2
Satisfaction as a Service 801.320.3257 Office 201.709.9142 Fax www.inContact.com 7730 S. Union Park Ave, Suite 500, Midvale, UT 84047
August 15, 2008
Client Individual NameClient Company NameStreet AddressCity, State, Zip
Dear Sir,
Only your printer and your secretaries frequently see a blank letterhead. Everyone else generally views your stationery with a letter typed on it. We therefore always design letterheads with a sample letter in place.
We also keep in mind the typing format while working on the layout.
This letter demonstrates our recommendation for the typing format of your new letterhead. The left margin aligns with ‘Contact’ in the logo. The right margin is set to one inch. The line for the date begins about one-quarter inch underneath the logo mark and is flush left. The letter, salutation and complimentary are all flush left.
The copy is typeset using 10 pt Univers Light Condensed, or Univers 47, which is the same font that is used for your address on the left side of the letterhead.
Sincerely,
Bryan Wilson
bms
ACD
CTI
IVR
WFM
Survey
Training
Network
Control
Reports
801.320.3257 Office
201.709.9142 Mobile
rudy.vidal@incontact.com
7730 S. Union Park Ave, Suite 500
Midvale, UT 84047
Rudy VidalChief Customer Officer
Satisfaction as a Service
logo proposal
2
ACD
CTI
IVR
WFM
Survey
Training
Network
Control
Reports
801.320.3257 Office
201.709.9142 Mobile
rudy.vidal@incontact.com
7730 S. Union Park Ave, Suite 500
Midvale, UT 84047
Rudy VidalChief Customer Officer
Satisfaction as a Service
logo proposal
3
logo proposal
3
logo proposal
3
logo proposal
3
logo proposal
3
logo proposal
3
logo proposal
4
logo proposal
4 Customer Experience
NACD
IVR
CRM
WFM Survey Training
Network Control
R
eports
logo proposal
4
logo proposal
4
inContact CTI
inContact Training
logo proposal
4
inContact WFM
Scheduling process leaving you over or understaffed?
There's a better way than the manual way!inContact Workforce Management lets you align your volume needs with agent staffing.
inContact Workforce Management will:Improve forecasting accuracyAutomate shift bids and tradesQuickly identify agents who could potentially fill the need Efficiently communicate the request to selected agents Manage responses to urgent requestsEnable real-time adherence tracking
www.inContact.com
logo proposal
5
logo proposal
5
InContact
logo proposal
5
logo proposal
5
logo proposal
5
logo proposal
5
logo proposal
5
Final Logoand Stationery
email: randall@modern8.comweb: modern8.comblog: modern8.com/blogtwitter: @modern8
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