2010 November

RENDEZ-VOUS

Fashion meets branding.

Colin Lyon November 16th 2010

2010 November

Colin Lyon

Who and what?

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Colin Lyon

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Colin Lyon

“TO CREATE BRANDS THAT ENRICH THE EXPERIENCE OF BEING ALIVE”

MISSION

2010 November

Colin Lyon

2010 November

Today.

Think like the CEO of your brand and or your company.

2010 November

Changing behaviour and attitudes to design and innovation in your company tomorrow.

Successful brands create value in consumers lives through a universal commitment to design and innovation.

Make people love your company and your brand.

2010 November

Embrace the total consumer experience as the foundation for product, service and brand design.

2010 November

Why design?

Brand development. Brand language.

Visual brand language.

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Why Design?

• We live in an overwhelming demanding consumer society.

• Today more than at any other time new brand concepts need to be remarkable!

• Brands need to connect in every medium on an emotional level with your target consumer.

• Companies who embrace the customer experience and who are committed to building a total company design culture are shaping and changing our lives and attitudes everyday.

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A brand storm!

Y-3

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Design matters!

Every customer experience good or bad begins and ends with the way it has been designed.

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So what is a brand?

• A brand is a persons emotional response to a product, service or company.

• Your brand is not what you say it is, it is what consumers say it is.• Creating a brand is the process of connecting good strategy and

good creativity.• The foundation of successful brands is consumer trust, when the

consumer experience consistently meets or exceeds their expectations.

2010 November

Brand examples of an emotional response.

Brand• Apple• Albert Heijn• Starbucks• BMW• Tata Nano• Nike• The police.• Easyjet

Response• Love• Worship• Desire• Respect• Hate• Disgust• Detest• Admire

What your customers say about your brand is what matters!

?

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So who does it well?

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Why?

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• From the beginning of the company the Nike business has remained focussed on athletic authenticity.

• Athletic performance and striving to find the competitive advantage for the athlete through design and innovation sits at the core of the Nike brand.

• Athletic performance product and the athletes associated with the Nike brand create aspiration.

• Once grounded in performance Nike leverages this aspiration and develops the category with a focus on sports lifestyle and fashion.

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Origins 1970

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Evolution

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Revolution

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Today

Design/Innovate Aspiration/Athlete Desire/Buy

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• In 1997 Steve Jobs returned to Apple, when asked how he would get Apple into profit?

• Answer?

• Industrial Design!

• Today Apple is worth $265B, $50B ahead of Microsoft.

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So what about your brand?

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Developing a brand.

• Why are you doing this? • Passion to create, fame and fortune?

• If you have an existing brand then time for an audit.• Who are you? What do you do and why does it matter?

• If you were out of business tomorrow would any of your customers care?

• If you have not developed an emotional connection to your brand the answer is no......

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Developing a brand.

• Do something you love, do something you believe in.• You may have to live with this for a long time.

• Think big! Have a grand plan. • What would it look like if you were number one in your category or product.

Dream.

• What business do you want to be in?• There is a market for everything you see around you or it would not exist, it

has a customer. (for now!)

• Do something you understand.• Research research research. Understand the competitive environment you

are going into, trends, market leaders, distribution channels, consumer profiles etc

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Developing a brand.

• Your brand is the essence that identifies your product, service or company.

• Create a narrative, write the words that describes the purpose, the points of difference, the personality, the philosophy and promise of your brand.

• When you compare your brand to your competitors what is it that makes your brand different?

• Going forward managing your brand is about constantly managing what makes you different.

• Who is the specific consumer you are targeting with your brand?

2010 November

The consumer decides.

Become a social, cultural and media sponge.

See the world through the eyes of your target consumer

2010 November

Differentiate..............

Your brand design strategy must identify, inform,

entertain, persuade

and differentiate itself.

Consumers notice what is different so manage the differences everyday.

2010 November

Don’t do it on your own.......

Build your network, identify your partners, present your brand and encourage objective feedback, listen

and learn.

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Talk to your customers, create a dialogue, listen and learn.

What's the brand promise?

Does it deliver?

Does anyone remember?

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Be brave, innovate, innovate .

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Be persistent, be consistent, it takes a while..

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Brand language-Tone of voiceMake consumers love your brand!

• Create a narrative, how you talk about your brand.

• Write the words that describe the purpose, the points of difference, the personality, the philosophy and promise of your brand.

• Use words to inspire, to inform, to communicate .

• Words effect how brands are perceived, visualised, positioned and managed.

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Brand language-Tone of voice

• When consistent it allows the consumer to recognise the brand.

• The brand language should influence the internal organisation and any contact with consumers.

• Language creates a sense of purpose and belonging.

• Language can be used to tell stories about how the business started and the people who created it.

2010 November

External NIKE language.

Just do it!

2010 November

Internal language

1 "It is our nature to innovate." The company sees innovation as one of its core organisational competencies.

2 "Nike is a company." Nike is a profit-making entity and it achieves this goal very well. In the quarter ended August 31, 2007 it reported that its net income was up 51 per cent on the same quarter in 2006.

3 "Nike is a brand." The "swoosh" logo is instantly recognisable around the world. Nike sees this as the symbol of its global leadership. It will enter only those markets that it thinks it can dominate. It says: 'lf we can't lead it, we don't need it.“

4 "Simplify and go." Nike products have short life-cycles in terms both of technology and fashion. The company believes that making quick yet skilful decisions is key to its success. This aspect of Nike's vision, together with the seventh maxim, is particularly powerful in articulating the company's hugely successful use of emergent strategy.

5 "The consumer decides." The company is keenly aware of the sophistication of its customers and it treats them as its key stakeholder.

2010 November

6 "Be a sponge." Employees at Nike are encouraged to be curious and open to new ideas, whatever their source.

7 "Evolve immediately." Nike sees itself as being in perpetual motion--viewing change as a key source of innovation. This attitude can easily be observed in the wide range of products that Nike offers its consumers. It is another example of the company's use of emergent strategy to good effect.

8 "Do the right thing." Nike thinks of itself as a responsible global citizen, embracing the stakeholder view of corporate social responsibility. It encourages its people to be honest and transparent and to promote diversity and sustainability.

9 "Master the fundamentals." All the innovation in the world is useless if you can't put it into action. A crucial part of Nike's success is its ability to refine its performance--the recent growth in profits suggests that it's achieving this.

10 "We are on the offence--always." To stay ahead in an extremely competitive environment, Nike urges its people to act like leaders in their field to achieve victory.

Internal language

2010 November

11 "Remember the Man." The late Bill Bowerman is still held in high esteem throughout Nike, both for his understanding of athletes' needs and for his innovative spirit. Even from the grave he exerts a strong cultural influence on the organisation he helped to start--to the extent of being quoted in its mission statement.

Internal language

2010 November

Examples of developing brand language , philosophy, positioning and mission.

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Philosophy • We are a brand.• Our future is limited only by our inability to imagine it, we must be bold, we must

dream and believe our dreams can come true.

• The value we create for ourselves and for our partners will come from our team, guided by our vision and managed by through our philosophy.

• Our people will create the value, our people are our most valuable asset, we must commit collectively and individually to invest in people every day.

• We are a learning organisation, identify the influencers, the dreamers, the visionaries, invite them in, nurture them and learn from them.

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Philosophy • We move from being a brand communications solution to the brand creation,

brand growth and business development solution through the innovative use of media and communication.

• We will commit to work with brands who can share our collective vision for their future; these brands will become our partners.

• We will build value for our partners through our passion and desire to deliver innovative, unexpected and brand relevant creative solutions.

• Our network is our competitive advantage, build the most talented and informed creative network in the world, demand excellence and commitment to the OBA vision.

• OBA must be diligent, tenacious, responsive, nimble and a driver of change, we must be solution and opportunity focused.

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Philosophy

• The consumer will determine our success, know them, understand them, be part of their life, learn.

• OBA is the ideas company, we are the communications company, we inspire, we lead and we never compromise our creative vision.

• Our world yearns for our social and ethical conscious to manifest itself in actions and in deeds. OBA can leverage all it creates and all we are to be a force for good, for justice and hope.

• Commit to identifying our cause and create something that inspires, let’s do the right thing.

• Today we are creating our legacy, let’s be proud, let’s make it great

2010 November

Philosophy

Key words ...............Brand, dream, people, learn, business, vision, partners, network, consumer, social, ethical, legacy.

2010 November

Booom!Ignite the Glorious Truth.

Mission

2010 November

Played by millions around the world, football is at the heart and soul of FIFA. Our mission is to develop the game around the

world, to bring hope to those less privileged, build a better future for the world by using

the power of football.

Develop the game, touch the world, build a better future.

For the game, for the world.

Corporate FIFA mission

2010 November

Developing the consumer brand mission........

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FIFA Merchandising and design philosophy• Brand. The brand is king, everything we say, everything we create, what

we mean to consumers is defined and guided by how the brand defines itself.

• Consumer. The consumer decides, his world changes every day, know him, know his world, see the world through his eyes.

• Product. If we define our point of differentiation in product, in presentation and assortment the consumer will respond.

The purchasing decision is never about price points when we create desire.

• Retail. Where we control or influence the retail landscape we must think of retail as media, retail environments communicate, retail has the ability to create the “consumer moment”.

• The Marketplace. Trend is not a fad, it is an evolution and a condition. Look backward to classics and forward to culture.

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Consumer brand mission

“create the leading sport lifestyle brand through the fusion of football, fashion and culture”

2010 November

Visual brand language.

The overarching visual style that guides the design of all elements connected to the brand.

A long term creative platform to leverage the brands

personality.

2010 November

Examples of design/visual brand language.

2010 November

BMW today.

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BMW Tomorrow?

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Paul Smith.

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Paul Smith.

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Consumers.

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The consumer decides.

Become a social, cultural and media sponge.

See the world through the eyes of your target consumer

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Consumers, know them.

• Demographic.• Age, occupation, educational background, gender, income, family size.

• Geographic.• Where they live, post code, rural, urban, private, rented.

• Benefit• Why do consumers use a particular brand or product, what are the

characteristics of those brands and or products

• Psychographic• Social class, personality type, lifestyle.

• Behaviour.• Frequency of purchase, loyalty to particular brands

2010 November

Consumers.

Understanding a consumer profile and creating design features and consistent brand language..... Example

2010 November

Played by millions around the world, football is at the heart and soul of FIFA. Our mission is to develop the game around the

world, to bring hope to those less privileged, build a better future for the world by using

the power of football.

Develop the game, touch the world, build a better future.

For the game, for the world.

Corporate FIFA mission

2010 November

Developing the consumer brand mission........

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Consumer brand mission

“create the leading sport lifestyle brand through the fusion of football, fashion and culture”

2010 November

Go to market.Product, design and distribution construct.........

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THE FIFA BRAND MARKET PLACE POSITIONING

Y-3

Performance needs of athletes

Inside the sport

AUTHENTIC SPORT

$

Performance needs of

lifestyle consumers

ACTIVE LIFE

$$$$$

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Sports Graphics

CodeMen's

BEST

FIFA Official storeManaged space…..Directional fashion.Trend/energy storesSelfridgesHarvey Nichols

GOOD

Value retail

TescoWal-Mart

BETTER

General sports storesBetter dept store

JJBDebenhams

TrophyMen's &Women's

EditionsMen's & Women's

Events PremMen's

Women's Boys

Sports Graphics

45/45Men's & Boys

Events ValueMen's

Women's Boys

Sports Graphics

StadiumMen's & Boys

1904Heritage T’s

Men's & BoysEvents Mid

Men's Women's Boys

Vintage T’SMen's & Women's

Fifa Brand

Essentials 1904

Men's & Boys

Fifa StreetBoys

Product and design construct…..

FIFA CONSUMER PRODUCT BRAND PILLARS

Sport Lifestyle

TrendHeritage EventSports

GraphicsUrban

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Go to market.What consumer for each collection?

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Editions. Competitive brands.

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Classic Trend

Low price point

High price pointEDITIONS - FOS

2010 November

• Male 20 – 35

• Style is important

• Inspired by sport/music/media

• Lives for the weekend

• Supports local football team

• Hangs out at weekends at local bars or goes to concerts

with his friends

• Brand loyal, enjoys the heritage of brands

• Dresses to fit his lifestyle, looks for long standing value and

brand connection

MEET David – “I work in the media and it pays the bills but my focus turns to the weekend...I support mylocal team and love to get to a music concert with friends”

Editions Consumer: David

2010 November

• Female 20 – 35

• Inspired by sport/music/media

• Lives for the weekend

• Supports local football team with boyfriend

• Hangs out at weekends at local bars or goes to concerts

with friends

• Brand loyal, enjoys the heritage of brands

• Dresses to fit her lifestyle, looks for long standing value

and brand connection

MEET Sara– “I l try to live life to the max! Keeping busy, my boyfriend and I support our local team and go into town to concert venue’s. Shopping is another obsession of mine”

Editions Consumer: Sara

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Sports Graphics

CodeMen's

BEST

FIFA Official storeManaged space…..Directional fashion.Trend/energy storesSelfridgesHarvey Nichols

GOOD

Value retail

TescoWal-Mart

BETTER

General sports storesBetter dept store

JJBDebenhams

TrophyMen's &Women's

EditionsMen's & Women's

Events PremMen's

Women's Boys

Sports Graphics

45/45Men's & Boys

Events ValueMen's

Women's Boys

Sports Graphics

StadiumMen's & Boys

1904Heritage T’s

Men's & BoysEvents Mid

Men's Women's Boys

Vintage T’SMen's & Women's

Fifa Brand

Essentials 1904

Men's & Boys

Fifa StreetBoys

Product and design construct…..

FIFA CONSUMER PRODUCT BRAND PILLARS

Sport Lifestyle

TrendHeritage EventSports

GraphicsUrban

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Brand values

Historic Individual Exclusive

FIFA OFFICIAL STORE

VINTAGE COLLECTION

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Market Comparables - Retro American

Superdry A&F Polo RL

FIFA OFFICIAL STORE

VINTAGE COLLECTION

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Market Comparables - Denim Brands/ Penguin

Lee - Gold Label Levi’s LVC Penguin

FIFA OFFICIAL STORE

VINTAGE COLLECTION

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Market Comparables - Sports Heritage

Adidas Originals Rudolph Dassler Converse

FIFA OFFICIAL STORE

VINTAGE COLLECTION

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Consumer

FIFA OFFICIAL STORE

VINTAGE COLLECTION

A bit like a train spotter - this consumer is very aware of detail and true authentic product. Probably collects other types of

product and wears only certain type of denim and sports originals. Most definitely urban, knowledgable and into bands.

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Collectables

FIFA OFFICIAL STORE

VINTAGE COLLECTION

Other vintage products that this consumer might buy into ;

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Details - true authentics

FIFA OFFICIAL STORE

VINTAGE COLLECTION

Levi’s LVC pay attention to recreating exact vintage details and explains this to their consumers.

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Details - create individuality across the line

FIFA OFFICIAL STORE

VINTAGE COLLECTION

Superdry have a variable label system that creates an individual and premium feel

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Details - bespoke

FIFA OFFICIAL STORE

VINTAGE COLLECTION

The handwritten or stamped label often gives the personal touch

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Application

FIFA OFFICIAL STORE

VINTAGE COLLECTION

Vintage garments will pay the same attention to detail regarding graphic application, whether flocked, ghost printed, small

Brand embroidery or varsity style appliques

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Packaging - point of sale - modern adaption

FIFA OFFICIAL STORE

VINTAGE COLLECTION

Vintage can feel modern too. Especially if taken from the era’s like the 90’s or 80’s. Vintage is about keeping true to the era.

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FIFA Product - Mexico 70Example of Mexico 70 taken through to Vintage

FIFA OFFICIAL STORE

VINTAGE COLLECTION

Quality inside back neck detailing is the focus. Using taping detail to pick out the Mexico 70 world cup, and secondary label device

to give the product added value

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FIFA Product - Mexico 70Example of Mexico 70 taken through to Vintage

FIFA OFFICIAL STORE

VINTAGE COLLECTION

Mexico 70 tee shirt designs inspired from or taken literally from the FIFA World Cup IP

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FIFA Product - Mexico 70Example of Mexico 70 taken through to Vintage

FIFA OFFICIAL STORE

VINTAGE COLLECTION

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FIFA Product - Mexico 70 PackagingExample of Mexico 70 taken through to Vintage

FIFA OFFICIAL STORE

VINTAGE COLLECTION

The packaging will be kept authentic taking packaging ideas from its era for example 70’s toys; photographic images

of the product onto cardboard.

2010 November

Now you have all the components, you have built your brand what then?

2010 November

It is yours to lose.....if you don't stay focused on the customer experience.

2010 November

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Business leaders prefer rational, logical and process driven decision making.

2010 November

What do consumers want from life?

We, all of us want things that are engaging, fun, personal, useful, productive and desirable.

And emotionally rewarding.

2010 November

Every customer experience good or bad begins and ends with the way it has been designed.

2010 November

People (consumers) are seeking a great experience of being alive!

2010 November

Go design it!

2010 November

Thank you.