wirDesign-Vortrag: Story-Telling von Norbert Gabrysch in Bejing (engl.)

May 2013 › DDC › StoryDrive

Treasure hunter,wirDesign,Norbert Gabrysch

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CORPORATE

BRAND

SOLUTIONS

May 2013, DDC, StoryDrive


Ni hao! 你好 !

Firstly, thank you very much for inviting me!

Secondly, I‘d like to introduce myself to you:

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May 2013 › DDC › StoryDrive3

› Norbert Gabrysch

› Communication Designer

› Co-founder of the brand and design

agency wirDesign

› Main focus: Corporate Design and

Corporate Communications

› Teacher and advisor at several

Universities

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CORPORATE

BRAND

SOLUTIONS

Treasure hunter?


My topic: BRANDSCorporate brands and produkt brands

My belief:Every successful brand has a good story.

My profession:To find/create these stories and make them visible.


People love stories!

Which stories are especially emotionally

touching?

Stories, that are:

› unique,

› authentic

› and true!


To find the true story behind a successful brand is like

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treasure hunting.

For that reason we have the following philosophy and

guidelines for our work:

CORPORATE

BRAND

SOLUTIONS

In our hearts, we are treasure hunters

We believe that successful corporate brands rely on truths.

These treasures lie in the personality, the skills and the performance

of a company. We have the knowledge and the tools to systematically

bring these truths to the surface, and reveal the substance for

credible branding that draws its appeal from inner values.

In so doing, we help our customers to turn valuable truths into value-

added brands.


In our hearts, we are treasure hunters

We believe that successful corporate brands rely on truths.

These treasures lie in the personality, the skills and the performance

of a company. We have the knowledge and the tools to systematically

bring these truths to the surface, and reveal the substance for

credible branding that draws its appeal from inner values.

In so doing, we help our customers to turn valuable truths into value-

added brands.



to sum it up:

treasure huntersWe are

by heart.


tell you a storyI already

– the story behind the corporate brandwirDesign.

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CORPORATE

BRAND

SOLUTIONS

› Founded in 1983

› Located at Braunschweig / Berlin (Ger)

› 50 people

› Focus: Corporate Brands and

Corporate Communications

› Ranking: Amongst the 10 largest

independent CI /CD agencies in

Germany


References


Every successful brandhas a good story?

3 proofs– demonstrated by 3 international well-known brands

Two students invented a printed circuit board (PCB)

for computers in a garage in 1976. One of them loved

to eat apples and his favorite type of apples was

»McIntosh«.

All they did was different – and especially good ...


Listen to this story first:

What brand is it?





Starting withVolkswagen:

one reliable carfor everybody …


… ending up with

many differentcars for everybody.

Volkswagen:Starting withone reliable carfor many people …


What story tells the swiss watch brand »Swatch«?


Swatch: Innovative technique

Only 51 insteadof 150 parts


Swatch: Innovative concept of design


BRAND

CONCEPT

Brand strategy,

brand architecture,

brand positioning,

mission statements

BRAND

DESIGN

Analyses, re-launch and

development of Corporate

Design, naming and claim

developement

BRAND

COMMUNICATION

Communication concepts,

realization of internal and

external campagnes

ANNUAL

REPORTING

Annual and sustainability

reporting: print and online

Our performances within the branding process

BRAND IMPLEMENTATION

Documentation, Corporate

Design toolbox, brand

management systems,

user integration


3 Examplesfrom my experience

... refering to our core activities:

› Brand Design

› Brand Implementation

› Brand Communication


How do we find stories, that bring success to brands?

of today useTreasure hunters

modern tools.


wirDesign BrandExplorer®Defining and implementing core attributes of corporate brands

RATIONAL

BENEFIT

Which competences and

performances of the brand

are relevant to the

stakeholders?

EMOTIONAL

BENEFIT

Which emotional value

features the brand due to its

personality?

PERFORMANCE

Which performances and

competences

demonstrates the brand

in the market?

PERSONALITY

Which values, attitutes and

characteristics create trust

and commitment?BRAND CORE

What are the utmosts

concerns of a company

shown by the brand?


of a brand story is the

Examples:

logo.

The smallest element


Task: Creating a new logo.

Adveniat

A German relief organisation (NGO), that supports projects for needy people Latin America.


more life quality in Latin America.

little construction stones towardssmall projects and install step by step

We support a variety (diversity) of

The story behind the brand Adveniat:

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for the people of Latin America

33b


Irit nonsed minis

Ulla facidunt augait, velis elent ad enim

Hier steht die Headline Quat Tumsandi onu!

Irit nonsed minis


But not just the logo alone, the whole look and feel of a brand should tell the successful story of the company.

Corporate Design.

This as visual basis for all communications is what we call


A German company for pharmaceutical and medical products


The essence of the B.Braun brand story is focused

on the company‘s claim:

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Sharing Expertise.


Brand essence

(Brand statement)

Values and

characteristics

Competences

(Reason why)

Emotional and rational

benefits

* working title

innovative

sustainableefficient

technological leadership

efficiency optimisationprocess speed-up

responsibility

The company that understands the processes in hospitals.

The flexible one stop shopping supplier.

The company that is well known at practitioners/nursing organisations.

The company that understands surgery.

The

knowledge

company*

Brand positioning of B. Braun


The story can be summarised in just two words.

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» With the claim Sharing

Expertise B.Braun promisses to its clients and colleagues to share medical knowledge and knwo-how about health as well as using and maintaining this knowledge through communication with its partners.«

Ludwig Georg Braun, 2002

May 2013 › DDC › StoryDrive41 ›› DDDDCC ›› StStororyDyDririveve


Sharing Expertise means »connecting«


We symbolise this with a ribbon.


The B. Braun brand ribbon


One design principle, many applications


Brochures


Advertisements


Mobile Internet


Packaging


Events and exhibitions

Chirurgische Instrumente nach DIN/ISO versprechen 100% Qualität und Präzision. Wenn es aber um die Arbeit im OP geht, kommt es auf jeden Millimeter an. Deshalbschaffen wir immer wieder eigene Normen. Bei den Nadelhaltern MAYO-HEGAR un-serer Sparte Aesculap zum Beispiel minimieren wir die Fertigungstoleranz von 5 auf nur1,5 mm. Das sind 233% mehr Präzision, drei Mal soviel Zuverlässigkeit und ein Vielfaches an Sicherheit für Ärzte und Patienten. Qualitätsstandards jenseits der üblichen Grenzen – bei allen medizinischen Produkten, an allen Standorten, zu jeder Zeit. B. Braun.

B. Braun Melsungen AG | 34209 Melsungen | Deutschland · www.bbraun.de

sind und 233% zu wenig.

Venenpunktion

Vasofixfi ® Safety and Introcan Safty®

Sicherheitsvenenverweilkanülen von B. Braun

Optimierte Flüssigkeitstherapie für besondere Ansprüche

Weil Kinder eben Kinder sind


One monilithic corporate design


Design definitions for films


Online plattform for the brand

Corporate Brand Guide


Every employee has to understand the brand story and act like that. The process to reach that is called

Implementation

What is neccessary for a successful brand story? Steadiness and sustainability!

5%

64%

32% Employer behaviour

Mass media

Source: Studie »Behavioral Branding«,

Tomczak/Henkel 2007May 2013 › DDC › StoryDrive

Influencing elements for brand building

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Implementation of strategy

Emotional blockades

Technical blockades


The two big challenges of an implementation process

656a

Implementation of strategy

Emotional blockades

Technical blockades


The two big challenges of an implementation process

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Ich will nicht!

Ich kann nicht!

I don‘t want!

I can‘t!

56b

Information

Involvement

Implementation

Head

Heart

Hand


The »wirDesign implementation principle«

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Experiencing discrepancies

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Volkswagen AG

»www.volkswagen.de«Online infohub for everybody who is interested in education, jobs and carrier at Volkswagen


Background

› The company Volkswagen AG re-launched its company

website, including the section »Volkswagen carrier«

› Profound information for all that are interested in

working for Volkswagen

› Successful carriers are complex

› The section »Volkswagen carrier« meets this

circumstance. But which are the elements that transport

the major aspects emotionally and trustworthy?

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How can we communicate the carrier opportunities at Volkswagenauthentical and clear to aninternational audience?


the people We bring

into focus and tell theirstories.


This for example is Lisa B.,we documented her education at Volkswagen with the camera.












The result: 13.000 pictures and 11 personal stories



Niedersächsische Landesforsten

Finally, a »sounding story« from my home country – about the German forest.

WALDKLANG

Nachhaltigkeit – Landesforsten setzen auf ein altes wie einfaches Prinzip

Vorbild Natur – Grundlage des stetigen Wachstums

Unternehmens porträt


LANG Geschäftsbericht 2011

Nachhaltigkeit – Landesforsten setzen auf ein altes wie einfaches Prinzip Häufig heißt es: »Nachhaltigkeit ist etwas für Schönwetterzeiten.«

Nicht so in der Forstwirtschaft. Hier ist das Prinzip in Notzeiten

entstanden, als die Übernutzung der Holzvorräte bedrohliche

Versorgungsengpässe in den Holz verarbeitenden Bereichen

erzeugte. Seit nunmehr etwa 300 Jahren ist die Nachhaltigkeit

das dominierende Leitbild im Wald. Mehr zu nutzen als nachhaltig

nachwächst, geht auf Kosten der Substanz und damit nur begrenzt.

Auf unseren Flächen wachsen pro Tag knapp 6.000 Fm HolzTT

nach, das sind pro Stunde etwa 250 Fm, die wir nachhaltig dem

Wald entnehmen können. Je nach Markt- und Preislage ernten

wir marktkonform mal mehr und mal weniger Holz. Unser nach-

haltiger Umgang mit dem Wald hat dazu geführt, dass heute so

viel, so altes und so wertvolles Holz wie niemals zuvor seit dem

Mittelalter im Niedersächsischen Landeswald wächst.

Vorbild Natur – Grundlage des stetigen WachstumEin klimaschädliches Treibhausgas als gesellschaf

produkt, kostenloses Regenwasser und kostenlos

werden umgewandelt in einen nachwachsenden

Kohlendioxid (CO2), 0,56 kg Wasser (H2O) und 18

energie ergeben 1 kg Biomasse – Holz in unserem

Abfallprodukt 1 kg Sauerstoff (O2) und 18,5 MJ H

ausgedrückt: 6 CO2 + 6 H2O + e = C6H12O6 + 6 O2. I

Fotosynthese für uns arbeiten lassen, nutzen wir

Kriterien innovatives Produktionsverfahren der N

nachwachsenden Rohstoff zu produzieren. Die la

sche Waldentwicklung – LÖWE – beschreibt unse

naturnahen Wirtschaftens.

Unternehmensporträts

7

stliches Abfall-

se Sonnenenergie

Rohstoff. 1,44 kg

8,5 MJ Sonnen-

m Fall – und als

Heizwert. Anders

ndem wir die

ein nach heutigen

Natur, um einen

angfristige ökologi-

ere Prinzipien

WALDDKL

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The story about the second biggest state owner of German forest is told in print (annual report) and digital products.


Stories about the »emotional product« forrest, are the more fascinating the more sences are adressed ...

How does the forest sound?


99 May 2013 › DDC › StoryDrive82



CORPORATE

BRAND

SOLUTIONS

CORPORATE

BRAND

SOLUTIONS

CORPORATE

BRAND

SOLUTIONS

zài jiàn! 再 !

Thanks a lot for your attention!

Norbert [email protected]