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2013 | Buch

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Brand Romance

Using the Power of High Design to Build a Lifelong Relationship with Your Audience

verfasst von: Yasushi Kusume, Neil Gridley

Verlag: Palgrave Macmillan UK

Enthalten in: Springer Professional "Wirtschaft+Technik" , Springer Professional "Wirtschaft"

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Über dieses Buch

For brands to succeed in a competitive environment they need to build a 'loving' relationship with their customers. Brands need to construct an emotional engagement with customers so that they feel genuinely connected to it and what it has to offer. Through 15 steps this books reveals how to use High Design principles to build a truly loved brand.

Inhaltsverzeichnis

Frontmatter

Introduction

Abstract

Much as two parents offer unconditional love to their children, a “loved” brand offers unconditional love to its specific audience. And just as with parents, such a brand should not expect any return of that love. Instead, if it treats its loved ones with true care and attention, then they will – we believe – come to understand the brand’s values and beliefs. And when they come to share those values and beliefs, they will return the brand’s love to it.

Yasushi Kusume, Neil Gridley

Know Who You Are

Frontmatter

1. Commitment 1: Think of Your Brand as a Person

Abstract

Have you ever considered yourself as a brand? If you did, you might ask the following questions:

Yasushi Kusume, Neil Gridley

Know Your Audience

Frontmatter

2. Commitment 2: Understand Short- and Long-Term Needs

Abstract

If you were to ask children what they need, most would say toys or games such as Nintendo, or perhaps an iPod or iPad – something they currently desire. You’d be hard pressed to find a child who’d reply, “After a careful study of the fast-growing Chinese market, which will undoubtedly become even more important in the long-term, I would say that I need an education in the Chinese language.”

Yasushi Kusume, Neil Gridley

3. Commitment 3: Co-Create with People

Abstract

Many neuroscientists have pointed out that when people need to describe their emotions in words they often make mistakes. To put it another way, when you ask people what they think, they tend to say something different from what they actually feel, something that doesn’t reflect their “gut” emotion.

Yasushi Kusume, Neil Gridley

4. Commitment 4: Understand How People Experience

Abstract

In order to take a people-focused approach, it is essential for you to understand how people experience the events in their lives. Let’s start with the Concise Oxford English Dictionary definition of “experience”:

Yasushi Kusume, Neil Gridley

5. Commitment 5: Measure and Optimize

Abstract

Many men will, we think, recognize the following situation. You’re getting ready to go out when your wife or partner comes up to you with two dresses in her hand to ask which one you think is the best. For you, this is an irrelevant question because you know that the way you feel about her has nothing to do with the dress she chooses.

Yasushi Kusume, Neil Gridley

6. Commitment 6: Introduce a “Love Tester”

Abstract

Many years ago, Nintendo brought out a toy intended to measure the level of love. Because Yasushi could only vaguely remember it, he surfed the internet while writing this book and found it in the beforemario blog (at: http://blog.beforemario.com/2011/02/nintendo-love-tester-1969.html). It was explained as follows:

Yasushi Kusume, Neil Gridley

Know What You Will Bring Your Audience

Frontmatter

7. Commitment 7: Build a Clear Brand Design Architecture

Abstract

When your old printer is broken and you need to buy a new one, what do you do? We imagine that, like most people, you simply think about the few brands you associate with printers – such as HP, Epson and Canon – and visit their home pages to start searching for the new one?

Yasushi Kusume, Neil Gridley

8. Commitment 8: Continuously Innovate

Abstract

For a brand to ensure and maintain its long-term sustainability, we believe it needs to continuously innovate. And that’s why we think it’s interesting to study some key findings from the Brand Innovation 2000 study, conducted by Profit Impact of Market Strategy (PIMS), with assistance from IMD for the European Brand Association – and offering evidence from 35 of Europe’s key brand builders (including Bacardi/Martini, Douwe Egberts, Electrolux, Kimberly Clark, Mars, Nestle, Philips, P&G and Unilever). What follows are some of the study’s findings.

Yasushi Kusume, Neil Gridley

9. Commitment 9: Give Your Value Proposition the Four Design Drivers

Abstract

Although he is no longer an active sportsman, one sport Yasushi was passionate about during his student days was skiing. Now that he’s stopped, he admits to being completely out of touch with current equipment and trends, but he still remembers a number of well-known brands from that time that he yearned to own. One of them was a pair of ski boots from a classic French brand.

Yasushi Kusume, Neil Gridley

Know How You Will Bring It to Your Audience

Frontmatter

10. Commitment 10: Create a Clearly Recognizable Identity

Abstract

If you need help from security personnel in a public space, it’s a good thing that they wear an easily recognizable uniform, isn’t it? The same applies to shop assistants. In both cases their uniforms have been created, and applied, to be easily recognized. The uniforms also represent rational, and therefore emotional, values. They function rationally because they make the wearer’s function and role immediately recognizable. They function emotionally because they represent such qualities as authority, trust and safety, both to the people who wear them and to the people who see them.

Yasushi Kusume, Neil Gridley

11. Commitment 11: Embrace the Three Design Principles

Abstract

Do you remember being disappointed as a child when you received the wrong present at Christmas? During the writing of this book, we discovered that when we were children, and still believed in Santa Claus, Yasushi used to write him a postcard letting him know what presents he wanted. It was his mother’s suggestion and he still remembers walking to the post box with her every December to post the card. One year, he asked for a toy robot; and not just any robot but a specific kind. But the robot that arrived on Christmas morning wasn’t the robot he had asked for. Knowing the role his mother had played in learning what was wanted (writing a postcard was her way of finding out) and the role his father had played in buying the present, it was obvious that there had been a failure in the system that year.

Yasushi Kusume, Neil Gridley

12. Commitment 12: Create One Vocabulary for the Whole Organization

Abstract

Once you have clearly integrated the design process into your company’s business creation process, the next challenge you face will be to create a shared vocabulary for all the functions outside the design disciplines (such as business strategies, marketing and engineering). Such a vocabulary will enable your company to get the best out of its own resources and networks.

Yasushi Kusume, Neil Gridley

13. Commitment 13: Recognize the Maestro and the Virtuoso

Abstract

Although Yasushi is by no means what you might call a classical music fan, he has lived in two countries that are home to two top quality concert halls: Austria and The Netherlands. And because of this he has, on a few occasions, enjoyed performances by some of the best symphony orchestras in the world. When attending such concerts, he has always been amazed by how the musicians manage to perform in such an “orchestrated” manner.

Yasushi Kusume, Neil Gridley

14. Commitment 14: Nurture Your Talent

Abstract

In his book Open Innovation, Henry Chesbrough promoted a new model for innovation, one that called for sharing and trading resources, IP and know-how in a bid to innovate together. We would now like to suggest applying these ideas to the issue of cultivating talent in people by proposing an “open talent management”. This would entail cultivating young talent by sharing responsibilities, introducing cumulative or mass talent management and exchanging talent throughout the design community.

Yasushi Kusume, Neil Gridley

15. Commitment 15: Create a Shared Culture

Abstract

In Chapter 13, we pointed out the importance of clear descriptions for each role. That said, we believe there is something even more important: the creation of a shared culture.

Yasushi Kusume, Neil Gridley

Backmatter

Titel: Brand Romance
verfasst von: Yasushi Kusume
Neil Gridley
Verlag: Palgrave Macmillan UK
Electronic ISBN: 978-1-137-36901-7
Print ISBN: 978-1-349-47481-3
DOI: https://doi.org/10.1057/9781137369017