4. Strategic design – ver 0.3
Using design methods and
mindset to structure and
solve problems in order to
achieve strategic goals.
5. Segmentation tells the difference
between people
From: http://konterkariert.tumblr.com/post/175543630/freshenvy-the-next-epic-battle-lol-nach
10/18/12 5
7. Strategic design – this course
1 2 3 4
What do Who do What will How will
we want to we want we do? we do it?
achieve? to reach?
• Porter’s value • Segmenting • Concept • Branding
networks • Defining target development • Identity and
• Ries’ call for groups and • Creativity graphic design
differentiation personas techniques • (Service design
• Value • Customer • Prototyping methodology)
innovation journeys • Testing
8. Analysis and design are separate
phases
Assignment/ Concept/
brief/… prototype/…
Analysis
• Market and users
• Business
opportunities
Solution
• Communication
and brand targets
• Technology
• …
30. Brand models are (mostly)
desired identity
Source: Balmer, J. M. T and Greyser, S. A. (2002): Managing the multiple identities of the corporation, in: California
Management Review, Vol. 44, No. 3, Spring, pp.72-86
30
40. “If you’re going to hunt wild pigs, the
first thing you’ve got to do is learn
how to be a pig.
You’ve got to think like they think,
move like they move, and have the
same instincts for safety and danger.
Hawaiian knife hunter via Jon Steel
50. Positioning • A product's position is
how potential buyers
see the product
Expensive • Positioning is
expressed relative to
the position of
competitors
Simple Advanced
Cheap
50
60. Harry Potter
Retailers
The J.K.
stock-
piling Leaks of
Rowling
new plots
story
The story Hyped
of the midnight
craze launches
The Boarding
books school
The films Culture of heritage
reading
Cast and Reviews Adults
film news and read as
recommen well as
-dations kids
From: Grant , John: The brand innovation manifesto; John Wiley & Sons, Ltd, 2006
75. Made to stick
• Simple — find the core of any idea
• Unexpected — grab people's attention by surprising
them
• Concrete — make sure an idea can be grasped and
remembered later
• Credibility — give an idea believability
• Emotion — help people see the importance of an idea
• Stories — empower people to use an idea through
narrative
Chip Heath and Dan Heath: Made to stick, Random House 2007
67 % dekningidagligvarehandelen (2009)• 300 % omsetningsøkning• Økningavverdiandelitotalmarkedetfofiskfra 0,8 % til 2,4 %• Styrketmotivasjon hos de ansatte• Flerearbeidsplasser
67 % dekningidagligvarehandelen (2009)• 300 % omsetningsøkning• Økningavverdiandelitotalmarkedetfofiskfra 0,8 % til 2,4 %• Styrketmotivasjon hos de ansatte• Flerearbeidsplasser
Cyclists. Functional bags(with a story)
Naming
NamingSemiotics
Kjentiskrem – fåttstormarkedsmakt I Norgepå kun 3 år – hvordan?
Bought by Unilever in 2000
Fra butikkenpå Karl Johan – stolteavhistorienogdet de står for Butikkenkanfortellehistorien, menswebenkanværemorsom. Demperportalpreget, fårfremverdiene (ha detmoro)
YouTubekanalengårmyepå events de har (eg Free Cone Day)
Nyetiltak for åpromoterefairtrade – veldigviktigverdi for B&J
Fårkundenetilåpromotere B&J verdier
Co-creating values
NamingSemiotics
Internally and with partners
Simple – palm pilot, vilje til å reduser, utvikleren gikk med en treblokk i lommen