The document is a presentation about branding and making a good first impression. It discusses the importance of brand name, design and communication in creating a strong brand identity. It emphasizes doing thorough homework on the company, product, competition and target audience before developing a brand strategy to ensure the brand conveys the right image. It also stresses the importance of solid briefing for creatives to develop an effective brand identity and communication.

1. @Mar%jnKagenaar
Startup
Fest
Brightlands
Maastricht,
May
27th
2016
YOU
NEVER
GET
A
SECOND
CHANCE
TO
MAKE
A
FIRST
IMPRESSION

2. Today
1. First
impressions
2. What
is
branding?
3. Building
blocks
4. First
chances
5. Second
chances
6. Start
up!

4. branding
&
design
since
1986
23
staff
Dutch
Top
20

5. consultants,
designers,
copywriters,
project
managers,
developers,
dtp,
interns,
administraIon,
…

7. Branding

8. Design

9. Engagement

10. Een wereld
van verschil.

14. Red
Dot
Design
Awards

18. 1.
First
impressions
2. What
is
branding?
3. Building
blocks
4. First
chances
5. Second
chances
6. Start
up!

19. TV
ad,
Head
&
Shoulders
(1)

20. TV
ad,
Head
&
Shoulders
(2)

21. It’s
biology,
stupid!

22. Niko
Tinbergen:
supernormal
sImuli

27. Are
you
a
camera?
Because
every
Ime
I
look
at
you,
I
smile.

28. Supernormal
=
super
+
normal

29. Supernormal
≠
exaggeraIon

30. Nice
shoes!
Wanna
fuck?

31. A[er
biology
comes
psychology

37. Now
Later

39. PercepIon
Thought
Decisions
Behavior

40. 1. First
impressions
2.
What
is
branding?
3. Building
blocks
4. First
chances
5. Second
chances
6. Start
up!

41. IdenIty
&
image
Image
=
percep%on
proposi%on
communica%on
design
Iden%ty
=
ambi%on
©
Birkigt
&
Stadler

42. Branding
in
the
year
1350

43. Branding
in
the
year
1650

44. Branding
in
the
year
1850

45. Branding
in
the
year
1950

46. Branding
in
the
year
2000

48. However…
GOOD
branding
&
design
works.
In
three
ways.

49. Strategy
• More
innova%on
(TNO,
2005)
• Less
price
compe%%on
(CDI,
2007)

50. Image
• Efficient
transfer
of
values
(SWOCC,
2008)

51. €
• 20%
more
profitable
(Erasmus/TU
Delc,
2010)

52. 1. First
impressions
2. What
is
branding?
3.
Building
blocks
4. First
chances
5. Second
chances
6. Start
up!

54. 1.
Brand
name
2.
Brand
design
3.
Brand
communicaIon

55. Brand
name

56. What’s
in
a
name?

57. Smile
to
the
future

58. AvanIum

59. MC4E

60. TEC3D

61. Mondriaan

62. Plantafelt

74. The
brand
name
is
your
brand’s
most
consistent
element.

75. InspiraIon
DisIncIon
ProtecIon

76. Short
Sustainable
Sounds
good

77. Types
of
brand
names
DescripIve
DollarShaveClub,
Kentucky
Fried
Chicken
CommunicaIve
Fedex,
Microso;,
LandRover
AssociaIve
Puma,
Jaguar,
Zuiderlicht
Abstract
HEMA,
Sony,
Pepsi

78. And
don’t
forget…
• Brand
values
• Other
languages
• .com,
.nl
or
.design
etc.

79. Brand
design

80. 30%

92. Interpolis. Glashelder.

97. What
do
you
think
when
you
see
these
business
cards?

101. Brand
communicaIon

102. Endless
sharpening.

103. We keep your promises.

108. 1. First
impressions
2. What
is
branding?
3. Building
blocks
4.
First
chances
5. Second
chances
6. Start
up!

109. Best
pracIces

110. TV
ad,
DollarShaveClub.com

113. TV
ad,
Apple
(Macintosh,
1984)

114. Worst
pracIces

118. 1. First
impressions
2. What
is
branding?
3. Building
blocks
4. First
chances
5.
Second
chances
6. Start
up!

119. Sub-­‐branding

122. What
branding
builds,
sub-­‐branding
can
destroy.

123. Re-­‐branding

130. Supernormal
≠
exaggeraIon

131. Supernormal
≠
someone
else

132. Supernormal
=
the
very
best
you

133. TV
ad,
Cup-­‐a-­‐Soup
(John
de
manager)

134. TV
ad,
Got
Milk?

135. 1. First
impressions
2. What
is
branding?
3. Building
blocks
4. First
chances
5. Second
chances
6.
Start
up!

136. All
good
branding
starts
with
solid
homework.

149. Briefing
your
creaIves
can
be…

150. …
life-­‐dangerous
when
you…

151. …
leave
open
ends,
like…

152. “Why
don’t
you
just
start
with
something…”

153. “I
thought
you
were
creaPve…”

154. “Please,
surprise
us…”

155. Even
‘co-­‐creaIon’
requires
solid
homework.

158. Homework
part
1
• Your
company
– Product
&
service
– Markets
&
trends
– Compe%%on
– Target
group
– Current
image

159. Homework
part
2
• Your
brand
– Vision
/
mission
– Strategy
– Future
image
– Communica%on
– Brand
values

160. Homework
part
3
• Your
communicaIon
– Targets
– Promise
– Proof
– Obstacles
– Means

161. Resume

162. First
impressions
maler
a
lot.

163. Name
+
design
+
communicaIon.

164. First
aim,
then
shoot.

165. Branding
=
creaIng
the
very
best
you.

166. Only
the
best
get
a
second
chance
to
make
a
first
impression.

167. Video,
Apple:
Steve
Jobs
introducing
“Think
Different”
campaign

168. Thanks
for
your
alenIon
and
have
a
f***ing
great
Startup
Fest.