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Total Identity, agency presentation 17th september 2014, TOTAL IDENTITY, Bob van der Lee
Total Identity, university lecture 17th september 2014, TOTAL IDENTITY, Bob van der Lee
Meer verkopen door een sterk merk The power of branding 2 oktober 2014 Bob van der Lee [email protected] 0031-681477000 Jitze Reeder [email protected] 0031-634684647 Total Identity
• 50 years of experience
• Independent agency
• Integral disciplines
• International clients
• 85 design professionals
• European design based
Total Identity, Masterclass Prospex 3
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50 YEARS OF DUTCH DESIGN HERITAGE
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TD Associatie voor Total Design nv
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TOTAL IDENTITY
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Total Identity, Masterclass Prospex
LOCAL STRENGTH, INTERNATIONAL REACH
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Total Identity, agency presentation 17th september 2014, TOTAL IDENTITY, Bob van der Lee
Total Identity, university lecture 17th september 2014, TOTAL IDENTITY, Bob van der Lee
Identiteit Imago
symbolics
communica-on
behaviour
Collective ambition
Desired position
Engagement
Een sterk merk begint met een sterke identiteit
Total Identity, agency presentation 17th september 2014, TOTAL IDENTITY, Bob van der Lee
Total Identity, university lecture 17th september 2014, TOTAL IDENTITY, Bob van der Lee
Iconic identity in 6 stappen
Total Identity, agency presentation 17th september 2014, TOTAL IDENTITY, Bob van der Lee
Total Identity, university lecture 17th september 2014, TOTAL IDENTITY, Bob van der Lee
POSITION
STORY
CONTEXT
CONCEPT
DYNAMICS
STRUCTURE
Total Identity, agency presentation 17th september 2014, TOTAL IDENTITY, Bob van der Lee
Total Identity, university lecture 17th september 2014, TOTAL IDENTITY, Bob van der Lee
1. Context
Total Identity, Masterclass Prospex
Total Identity, Masterclass Prospex
Total Identity, Masterclass Prospex
Total Identity, Masterclass Prospex
Corporates Ownership
Products Mass production
Mass communication Multichannel
Timing Expenses
Communities Access Service concepts Mass Personalisation 1:1 relationships Omnichannel Continuous Experience
Total Identity, agency presentation 17th september 2014, TOTAL IDENTITY, Bob van der Lee
Total Identity, university lecture 17th september 2014, TOTAL IDENTITY, Bob van der Lee
2. Positionering
Total Identity, Masterclass Prospex
De socioloIcal dimension
THE BLACK HOLE
Innocent
Explorer
Caregiver
Lover
Magician
Hero
Creator
Sage Ruler
Outlaw
Collec-ve Individual
Freedom
Order
De psycho
logische
dimen
sie
Feeling type Thinking type
Sensing type Intui-ve type
Jester
Everyman
Total Identity, Masterclass Prospex
KERNWAARDEN CORE VALUES What are our essen2al values?
SYMBOLIEK SYMBOLIC ICONS
MERKBELOFTE PROPOSITION What is our central brand promise?
BEWIJSVOERING SUPPORTING EVIDENCE What is our suppor2ng evidence?
AMBITIE AMBITION How are we going to achieve this?
MISSIE MISSION What role do we play in this?
VISIE VISION
How do we look at the world?
MERK ARCHETYPE BRAND ARCHETYPE
PAY OFF TAGLINE
MERKPERSOONLIJKHEID BRAND PERSONALITY What’s our caracter like?
RANDVOORWAARDEN TABLESTAKES What are the hygiene factors in our industry?
VISUELE STIJL TONE OF VISUAL
INSTRUMENTELE VOORDELEN INSTRUMENTAL ADVANTAGES What are our ra2onal usp’s?
EMOTIONELE VOORDELEN EMOTIONAL ADVANTAGES what are our emo2onal usp’s?
KERNDOELGROEP CORE TARGET AUDIENCE Who are our core target audiences?
BELANGHEBBENDEN STAKEHOLDERS Who are our stakeholders and what is their agenda?
GROOTSTE VALKUIL BIGGEST PITFALL What’s our biggest piRall?
Total Identity, Masterclass Prospex
Randvoorwaarden
Merkpersoonlijkheid
Kernwaarden
Randvoorwaarden Cliche’s
Total Identity, agency presentation 17th september 2014, TOTAL IDENTITY, Bob van der Lee
Total Identity, university lecture 17th september 2014, TOTAL IDENTITY, Bob van der Lee
3. Brand story
Total Identity, Masterclass Prospex
Total Identity, Masterclass Prospex
Total Identity, Masterclass Prospex
Corporate Branding
Total Identity, Masterclass Prospex
Cliche’s
Merkpersoonlijkheid
Kernwaarden
Randvoorwaarden Cliche’s
Total Identity, agency presentation 17th september 2014, TOTAL IDENTITY, Bob van der Lee
Total Identity, university lecture 17th september 2014, TOTAL IDENTITY, Bob van der Lee
4. Architectuur
Total Identity, Masterclass Prospex
Brand architectures
Total Identity, Masterclass Prospex
House of brands
Total Identity, Masterclass Prospex
Brand architecture - Endorsed
Total Identity, Masterclass Prospex
Monolitic
Total Identity, agency presentation 17th september 2014, TOTAL IDENTITY, Bob van der Lee
Total Identity, university lecture 17th september 2014, TOTAL IDENTITY, Bob van der Lee
5. Brand dynamics
Total Identity, Masterclass Prospex
*Paul Hughes, Dynamic identities
We are living In a living world With living organisations That cry out for living brands
Total Identity, Masterclass Prospex
Total Identity, Masterclass Prospex
Total Identity, Masterclass Prospex
Total Identity, Masterclass Prospex
Total Identity, agency presentation 17th september 2014, TOTAL IDENTITY, Bob van der Lee
Total Identity, university lecture 17th september 2014, TOTAL IDENTITY, Bob van der Lee
6. Creative concept
Total Identity, Masterclass Prospex
Total Identity, Masterclass Prospex
Total Identity, Masterclass Prospex
Total Identity, Masterclass Prospex
Total Identity, Masterclass Prospex
Total Identity, agency presentation 17th september 2014, TOTAL IDENTITY, Bob van der Lee
Total Identity, university lecture 17th september 2014, TOTAL IDENTITY, Bob van der Lee
POSITION
STORY
CONTEXT
CONCEPT
DYNAMICS
STRUCTURE
Total Identity, agency presentation 17th september 2014, TOTAL IDENTITY, Bob van der Lee
Total Identity, university lecture 17th september 2014, TOTAL IDENTITY, Bob van der Lee
Dank voor uw aandacht 2 oktober 2014 Total Identity Bob van der Lee [email protected] 0031-681477000 Jitze Reeder [email protected] 0031-634684647
