A short presentation on how company branding can be used in so called nation branding

1. Company Branding and NBI
a (design) story
Edwin van Vianen
6/2/2012 © SILCGLOBAL 2012

2. Content
• Design…………..?????
• Brand
• Brand Hierarchy; Philips
• Brand Hierarchy for a Nation
• Experience
• Take aways
© SILCGLOBAL 2012 2

3. Design???
• Design Thinking: Applying the sensibility and methods of design to
problem solving, whatever the problem is
Optimism
Empathy
Experiment
Coherence
Cooperation
• What does that mean for you:
– Placing customers at heart of solutions
– Rapid iterative process
– Practical & Innovative solutions
– Acceptance of stakeholders
© SILCGLOBAL 2012 3

4. Brand
What makes a brand a leading brand?
1. Articulate and indoctrinate the brand
2. Leverage Design
3. Innovate
4. Connect Emotionally
Why a brand?
To attract and retain customers
To differentiate from competitors
© SILCGLOBAL 2012 4

5. Brand Hierarchy (Philips)
Brand
• Designed around you
Designed around you, be insightful
• Easy to experience Simplicity Easy to experience, be clear
• Advanced
Advanced, be surprisingly clever
• CL Sector Exploration not explanation
• Lighting Learnable not learning
• Healthcare Playful yet not childish
Clear; communicates clearly what
• Insights Value Propositions (per sector) the product is and how it works.
Useable; it is easy to read,
• Propositions understand and use
Gives me enjoyment everyday
when I use my product
Touchpoints Fluid, Responsive, Seamless,
Magic, Symbolic, Natural,
Liberating, Precise
© SILCGLOBAL 2012 5

6. Brand Hierarchy for a Nation
Brand
• NB Index e.g.
• People Where business meets culture Where government is your partner
• Governance Hospitality is in our DNA
• Culture and Heritage Work hard play hard
(Value propositions) Region Where people like to explore
Client is king
Synergy Your output is our input
Value Propositions (per City) 24/7, universities, infrastructure,
high tech sites, flexibility, leading in
technology
Touchpoints Art, playful, direct, results, speed,
sense of urgency, commitment
© SILCGLOBAL 2012 6

7. Creating an experience
It’s all about creating an experience that is:
• Compelling
• Authentic
• Consistent
© SILCGLOBAL 2012 7

8. Take aways
• A hierarchy gives a framework for creating overall brand expressions and
value propositions from country, to region, to city (a.k.a. place branding)
• Creating a hierarchy will help generating varied and appropriate brand
expressions
• Brand experience must be consistent across touch points for (potential)
customers
• A brand is not static and can evolve over time
• Design thinking will support the process of brand and value creation e.g.
effectiveness & efficiency, innovation, customer insights
• Design thinking can enhance the impact and quality of nation, region, and
city branding their expressions and value propositions.
© SILCGLOBAL 2012 8