BUILDING A COMPELLING

BRAND SYSTEMDANNY BLUESTONE - CYBER-DUCK LTD

With an ISO accredited, user-centred approach, our award winning team will ensure your brand, website and marketing campaigns perform exceptionally, every time.

INTRO

When a company knows what it stands for and where it is going, it can focus its people and

resources and have clarity in a range of decisions.

A robust brand architecture provides management scale, so business units run things

independently

“If you’re everything, you’re kind of nothing,”Brad Garlinghouse, a former Yahoo executive

THE WHAT

Storyframing is the art of building a structure that lets customers

create their own narratives

Customers are focused on meaning

The Guinness Storehouse has become a stunning Dublin landmark

Smart brands use digital and physical infrastructure to get in touch with different generations

Cyber-Duck runs its own internal hackathons to develop growth

infrastructure

We moved away from “brands marketing products" to “products marketing brands”

Using exemplars, interaction with government

services has been re-engineered

Put the needs of the users first and foremost

Don’t find customers for your products, find products for your customers

Seth Godin

THE HOW

Strong brands should be persona focused

Brand systemPart 01 of 02 (“The how”)

A brand needs an essence, narrative and ‘integrative’ innovation

1/3 PERSONALITY

Innovation and integration1/3 PERSONALITY

Cultivation1/3 PERSONALITY

Unique brands that are language and content ‘adaptive’ win the customer centricity battle

2/3 BEHAVIOUR

2/3 BEHAVIOUR Differentiation

2/3 BEHAVIOUR Ongoing validation

Bake in social connectivity to drive growth hacking. Have a ubiquitous presence across channels, linking to the ‘real world’

3/3 COMMUNICATION

3/3 Channel iterationCOMMUNICATION

3/3 CollaborateCOMMUNICATION

TAKEAWAYS

- PERSONALITY - By building a distinct personality that is focused, scalable and ‘integrative’ with quality content, brands can elevate innovation and outreach.

- BEHAVIOUR - Modern brands become ‘digital first’ by removing obstacles through empowerment, personalisation, design ‘languages’ and process change.

- COMMUNICATION - Disruptive brands bake in social connectivity whilst ensuring ‘shareability’ that is ‘real-world’ compatible and user centric.

TO SUMMARISE

— Marty Neumeier

Customers no longer buy brands. They join brands.

THANK YOU@CYBERDUCK_UK @DANNY_BLUESTONE

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