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BRANDING CLEMENGER BBDO/PROXIMITY
I’M A BRAND STRATEGIST
WHAT IS A BRAND?
HOW TO CREATE A BRAND
HOW TO GROW A BRAND
WHAT I BELIEVE IN
BRAND SIGNALS THE VALUE YOU
CREATE
PAINLESS TRANSPORT
BELONGING ANYWHERE
EASY INFORMATION
SPORT FOR EVERYONE
FORGET ABOUT LOGO AND NAME FOR NOW
DRIVEN BY PURPOSEWHAT IS OUR ROLE IN PEOPLE’S LIVES?
BUSINESS MODEL LAYER
WHAT IS THE NEW VALUE WE NEED TO CREATE?
DELIVERY THROUGH PLATFORMSWHAT PROBLEMS CAN WE SOLVE IN THE CONTEXT OF OUR BRAND PURPOSE?
EXPERIENCE LAYER
HOW CAN WE ENABLE PEOPLE TO DO THINGS THEY COULDN’T PREVIOUSLY DO?
ENGAGEMENT THROUGH MEANINGWHAT/WHEN/WHERE ARE THE MOMENTS WE ARE MOST RELEVANT TO PEOPLE?
PRESENTATION LAYER
WHAT ARE THE NEW CONVERSATIONS OUR BRAND SHOULD CREATE?
BUSINESS MODEL DESIGN
SERVICE DESIGN
COMMUNICATIONS & IDENTITY DESIGN
BRANDING IS CREATING
A SYSTEM
GROWING A BRAND WITHOUT DOING
ANY ADVERTISING
ATTRACTION
ACQUISITION
ADVOCACY
USE SERVICE DESIGN TO DO IT ALL AT THE SAME TIME
SOMEONE HAD A SPOTIFY PLAYLIST AT A PARTY AND ASKED ME IF I WANTED TO PICK A SONG
THE EXPERIENCE WAS GOOD SO I PULLED OUT MY PHONE AND DOWNLOADED THE APP
FRIENDS AND I STARTED SHAZAMING SONGS AND SAVING THEM TO SPOTIFY
PLUG YOUR BRAND IN
FIND A COMMUNITY OF POTENTIAL USERS
CREATE NEW VALUE THROUGH ENABLING NEW BEHAVIOURS
CONVERSATION IS STILL
IMPORTANT
PRUDENTIAL FINANCIAL FOUND TOO MANY AMERICANS FEARED RETIREMENT
SO THEY TOLD THE HONEST BUT OPTIMISTIC STORIES OF THOUSANDS OF AMERICANS
EXPERIENCING THEIR FIRST DAY OF RETIREMENT
THIS SIGNALLED TO PEOPLE THAT PRUDENTIAL WAS INVESTED IN MAKING RETIREMENT POSITIVE
FIND AN ISSUE THAT MATTERS
EXPLORE THE CULTURAL CONTEXT OF YOUR BRAND
HAVE A STRONG PERSPECTIVE AND START CREATING CONVERSATIONS
DESIGN PRODUCTS TO START
CONVERSATIONS
4 PINES WERE ONE OF THE FIRST TO HAVE GREAT BEER BUT NOW SO DO EVERYBODY ELSE
PEOPLE LOVE PALE ALE BUT NO ONE KNEW THE INCREDIBLE STORY OF HOW IT BEGAN
LET PUNTERS TASTE THE STORY OF THE FIVE BASTARD CHILDREN OF THE BRITISH EMPIRE
DO SOMETHING NEW AND INTERESTING
THAT PEOPLE WILL LOVE
IT DOESN’T NEED TO SCALE OR DELIVER PROFIT
YOUR PRODUCT BECOMES YOUR MARKETING ACTIVITY
BETTER BRANDING =
FASTER GROWTH
