How To Bridge The Distance Between Business Strategy and Design
How To Bridge The Distance Between Business Strategy and Design
How To Bridge The Distance Between Business Strategy and Design
THE DISTANCE
BETWEEN
BUSINESS STRATEGY
AND DESIGN
A VISUAL PRESENTATION BY MARTY NEUMEIER
Produced by NEUTRON LLC
in partnership with NEW RIDERS PUBLISHING
and THE AMERICAN INSTITUTE OF GRAPHIC ARTS
Copyright © 2003 Neutron LLC. For educational use only. No part of this presentation may
be published, sold, or otherwise used for profit without the written permission of the author.
WHAT YOU’LL LEARN:
ANALYTICAL INTUITIVE
LOGICAL EMOTIONAL
LINEAR SPATIAL
NUMERICAL VISUAL
VERBAL PHYSICAL
DOES THE LEFT BRAIN KNOW WHAT THE RIGHT BRAIN IS DOING?
When both sides work together,
you can build a charismatic brand.
A CHARISMATIC BRAND is any product,
service, or organization for which
people believe there’s no substitute.
QUIZ :
Which of these brands are charismatic?
BE DIFFERENT.
FEATURES BENEFITS EXPERIENCE IDENTIFICATION
“What it is” “What it does” “What you feel” “Who you are”
DRIVING VOLKSWAGEN
READING AMAZON
COMPUTING DELL
SPORTS NIKE
COOKING WILLIAMS-SONOMA
BANKING CITIBANK
TRAVEL ORBITZ
ON SUNDAYS THEY WORSHIP HARLEY,
GOD OF THE OPEN ROAD.
The three most important words in differentiating your brand:
1 FOCUS
2
FOCUS
3
FOCUS
IS THIS HOW YOUR CUSTOMERS SEE YOU?
THE FOCUS TEST:
THE GOOD GRIPS BRAND HAS GROWN STRONGER WITH EVERY BRAND EXTENSION.
DISCIPLINE 2: COLLABORATE
LIKE BUILDING
A CATHEDRAL,
BUILDING A BRAND
IS A COLLABORATIVE
PROJECT.
It takes a village
to build a brand.
THERE ARE THREE BASIC MODELS
FOR ORGANIZING BRAND COLLABORATION:
The ONE-STOP SHOP
contains the resources C R E AT I V E
SERVICES
A DV E RT I S I N G
PUBLIC
IDENTITY
R E L AT I O N S SUPPLIERS
EVENTS PRODUCT
DESIGN
PROMOTIONS
P U B L I C AT I O N S BRAND
ST R AT E G Y
WEB
DESIGN
NAMING
PA C K A G I N G
ANNUAL
REPORTS
C O M PA N Y
ONE-STOP SHOP SCORECARD
hires best-of-breed C R E AT I V E
SERVICES
RESEARCH
DIRECT
ANNUAL
REPORTS
SUPPLIERS
EVENTS
NAMING
BRAND
S T R AT E G Y
PA C K A G I N G
P U B L I C AT I O N S
PRODUCT
WEB DESIGN
DESIGN
PUBLIC
R E L AT I O N S
EXHIBITS
C O M PA N Y
BRAND AGENCY SCORECARD
best-of-breed specialists.
RESEARCH
DIRECT
RESPONSE
ANNUAL IDENTITY
REPORTS
EVENTS
POP
D I S P L AY S
EXHIBITS
C O M PA N Y SUPPLIERS
PUBLIC
R E L AT I O N S
PROMOTIONS
WEB
DESIGN
PA C K A G I N G
BRAND
P U B L I C AT I O N S S T R AT E G Y
NAMING PRODUCT
DESIGN
INTEGRATED MARKETING TEAM SCORECARD
Stunt DoublesCarlos
GEOFF WRIGHT
MARK CONTADINA
Mariana SUE SKENNIAN
Ajax CHARLIE MARQUETTE
Sgt. Santos VICTOR BANERAS
Carter F. C. CAMERON
Smoocher Boy TELLIE PANOPOULIS
Agent Sims MARTIN AIRES
Agent Townsend STEFAN C. KAISER
Dijon BILL MOORE
Stunts
STEVE ADRIAN BENJAMIN BARKELEY TONY BEAUJOLAIS
BOB CARTER GORDON COLERIDGE IVAN DEVERSON
MICKEY DISANTIS JILLIAN DRUCKER JOE EVANS
MIKE FLANAGAN BILL GEORGE JULIA HARRISON
GEOFF IPSWICH MICHAEL KANTER KENNETH KITTRIDGE
BARRIE LAWRENCE TERRY LEVINSON TED MARSTEN
JACKIE MACDOUGAL GREG NEVILSON BOB OSBORNE
JAMES PETRICKE PETE POLSON RAY TELSON
MARY STAUFFACHER FREDDIE STEEN CAB UPTON
CORNELIA THERRIEN JEREMY TRICKETT PETER YOUNG
RAUL VALERIA RONALD DEAVER-WEBB ROBERT G. RUNYAN
Filmed on Location in
CAPE KENNEDY
NEW YORK CITY
SYDNEY, AUSTRALIA
LOS ANGELES, CALIFORNIA
BEND, OREGON
Prints by VISTACHROME
IN THE 1990s,
MAGIC.
DISCIPLINE 3: INNOVATE
Execution—
not strategy—is where the rubber meets the road.
CREATIVITY IS WHAT GIVES BRANDS THEIR TRACTION IN THE MARKETPLACE.
Why do companies have so much trouble with creativity?
CREATIVE THINKING
A B C D
STRATEGIC THINKING
MANTRA FOR INNOVATORS:
Zig
when others
zag.
THE REASON THE BEATLES WERE WILDLY SUCCESSFUL
IS BECAUSE “THEY NEVER DID THE SAME THING ONCE.”
QUESTION:
1 DISTINCTIVENESS
2 BREVITY
3 APPROPRIATENESS
5 LIKABILITY
6 EXTENDABILITY
7 PROTECTABILITY
A GREAT NAME deserves GREAT GRAPHICS .
NEWS
LOGOS ARE DEAD. LONG LIVE ICONS AND AVATARS!
FLASH!
An ICON is a name and visual symbol
that suggests a market position.
EXAMPLE:
the package
is often the best and last chance to make a sale.
The hardest-working packages follow
a natural reading sequence.
THE SHOPPER :
4 Wants to be persuaded
5 Needs proof
By presenting information
to match this sequence,
a package can sell the
product more effectively.
If you communicate with your customers
ONLINE , your website needs to follow
a SIMILAR reading sequence, one that
supplies users with ONLY the information
they need, instead of trying to squeeze
EVERYTHING onto the home page
LIKE THIS and making your users do
ALL the work, which will undoubtedly
cause them to LEAVE, when all you
really have to do is ask yourself this
SIMPLE QUESTION :
Does our website look
CHEAP,
QUICK,
AND
DIRTY.
Better a rough answer to the right question
than a detailed answer to the wrong question.
CHEAP-QUICK-DIRTY TEST 1:
BINGO.
Field tests measure five things:
1 DISTINCTIVENESS
2 RELEVANCE
3 MEMORABILITY
4 EXTENDABILITY
5 DEPTH OF MEANING
TESTING MIGHT HAVE SAVED SOME OF THESE COMPANIES FROM THE GREAT SWOOSH EPIDEMIC.
HAS THE GLOBE BECOME THE NEW SWOOSH?
DISCIPLINE 5: CULTIVATE
Business is a process, not an entity.
A living brand is a pattern of behavior,
not a stylistic veneer.
Brands are like people.
C. D. E.
Control the
LOOK AND FEEL
of a brand.
NEW PARADIGM:
Influence the
CHARACTER
of a brand.
IF A BRAND LOOKS LIKE A DUCK AND SWIMS
LIKE A DOG, PEOPLE WILL DISTRUST IT.
So let’s say you’ve
DIFFERENTIATED,
COLLABORATED,
INNOVATED,
AND VALIDATED.
+
D I S T R I B U T E D
a brand becomes,
V A L I D AT I O N C O L L A B O R AT I O N
I N N O V AT I O N
BY MASTERING THE FIVE DISCIPLINES OF BRANDING, THE COMPANY CREATES A VIRTUOUS CIRCLE.
WITH EVERY TURN AROUND THE CIRCLE, THE VALUE OF THE BRAND SPIRALS HIGHER.
YOU BUILD
A sustainable competitive advantage.
ABOUT THE AUTHOR
Visit www.neutronllc.com.
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