Brandjam:
Humanizing Brands Through
Emotional Design
Marc Gobé
A think tank. Motivational workshops. Design insight.
Marc Gobé
Emotionalbranding.com
Why Emotional Branding.
Most corporations have failed to change
their culture to promote managers able to
leverage their imagination and intuition to
create winning brands in the marketplace.
Emotionalbranding.com
Head/Heart/Gut.
Discover the emotional power of your brand.
Brandjamming.
Design driven creative collaboration.
Plunge.
Innovation by daring to go where others won’t.
Citizenship.
Make the world a better brand.
Scream.
Bring your imagination to life through Design.
“Nike is more than performance, it is
also about how we live.
Nike focuses on innovation, style, story
and experience to create the emotional
connection.”
Heather Amuny-Dey
Design Director North America.
Nike.
In a century rife with the predictable,
the dehumanizing, the dispiriting,
jazz affirmed the fresh, the human,
the hopeful and it came
to represent humanity at its best.
John Edward Hasse.
Jazz, The First Century.
“Design is to branding what
Jazz is to music”
1) Humanizes brands.
2) Stimulates our senses and feelings.
3) Celebrates the power of collaboration
and improvisation.
“[Scientists] are starting to discover simple rules that
allow swarms to work so well. Those rules allow
thousands of relatively simple animals to form a collective
brain able to make decisions and move like a single
organism.”
-New York Times, November 13, 2007
This is a far cry from the marketing of last century
that celebrated factories, rationality & homogeneity.
A) “You can have my cars in any color as long as it
is black”
Henry Ford.
B) “Let’s see the world as a single marketplace
entity”
Theodore Levitt, Harvard.
C) “Modernism means the absence of
sentimentality and the absence of nostalgia”
Paul Rand, Yale.
The industrial economy.
People were perceived as subservient
consumers that could be easily
manipulated by advertising.
It was called the age of
“Mass Marketing.”
The legacy of the industrial age: A world of sameness. Products made
based on the capabilities of factories, not people’s choices.
We were canned!
Design then was artistic.
In the business
world it had a functional
role: to facilitate production.
It was not a brand building
tool.
The industrial age idea
of marketing to the masses
was to regulate our
consumption habits
to fit their production
model.
The consumers were
left out of the game.
The Wrath.
And the birth of the emotional economy.
An emerging voice.
“All the conditions of modern life - Its material
plenitude, its sheer crowdedness - conjoin to dull our
sensory faculties.
What is important now is to recover our senses. We
must learn to see more, hear more, feel more.”
Susan Sontag.
The emotional economy.
People are becoming the
inspiration, the partners and
the force behind the success of
brands.
It is called the age of
“Consumer Democracy”
From homogeneity to diversity.
Celebrating the individual and its imagination.
Welcome to the age of emotional experiences.
Consumers did not wait for brands.
Culture was ahead of brands.
Reflecting trends in music were an indication of the shift towards
self-expression and individuality.
When brands were sleeping,
the film industry was talking.
Don Murphy, one of the producers of
Transformers, used his personal website
(donmurphy.net) to engage in a rolling
conversation about the movie with the fans. It
had some influence over changes in the script
and casting!
New York Times
July 9, 2007
While brands were sleeping,
the shoppers in chief
were shopping…
somewhere else!
75% of all buying
is influenced by women.
It is time to brandjam!
A) Reach people’s imaginations.
B) Understand emotional and sensory experiences.
C) Re-invent a culture of innovation.
In this post-modern consumer democracy, you
can’t operate in a vacuum. Brands need to show
their emotional side.
Expressing your emotional side.
Citizen Freedom Status Harmony Trust
I am
I believe
Is the corporate world ready?
Tr end analysis Subconscious
& for ecast Focus gr oups desir es
Emotional aspir ations
Mar ket evaluation
BUSINESS WORLD
PEOPLE’S WORLD
Design stimuli
Scientific sur veys
Gut instinct
Audits
Br and valuation Sensor y explor ations
Br and validation
Br and str ategy Life tr ansfor ming ideas
LOGIC EMOTION
Create a collective brain able to make innovative decisions.
Brandjam
Start from scratch:
Create a Brandjam center.
Keep close to the creative process.
Take the work outside the boardroom.
Have a forum to push the most outrageous ideas.
Understand the hidden.
Understand the hidden.
Talk to “Brick”
Louis Kahn
“I asked the brick what
it wanted to be,
and it said an arch”
Frank Gehry
“How do you humanize
a building in expressing
feelings that make you
drop to your knees”
Find the pony.
“If there is so much horseshit, there must be a pony in there.”
Christopher Bangle
Director of Group Design, BMW
Stimulate the imagination.
Make people cry.
“The main hurdle to branding innovation is all those ideas people
can’t see, concepts that are not fully realized to be truly appreciated,
research that informs on the wrong emotions and creates resistance to
change.”
Veronique Gabai
SVP, Designer fragrances, Estee Lauder.
Brandjam centers.
You can’t live too far
from the creative force.
OUR PROCESS
Brandjam
Start from scratch:
Head.Heart.Gut.
Discover the emotional power of your brand.
Head Heart Gut
Humanizing brands.
HEAD: The logic
I trust and believe in this brand
HEART: The relationship
I have a relationship with this brand
GUT: The desire
I want to be stimulated by this brand
The psychological portrait of the Aeron Chair.
By Marc Gobe.
The press: This is a “cult chair,” and an “I’m-so-cool Icon.”
Herman Miller: We have a problem-solving approach to design.
The press: This is not an office chair, but an object of desire.
Herman Miller: We are pioneers, we lead in ergonomic design.
The Aeron is an icon recognized everywhere.
The press: It is about conviction and comfort but also cachet.
It is a smart and hip product.
Herman Miller: We are about humane ergonomic design,
superior performance and environmental responsibility
(Brochure: Aeron chair showed in a conference room setting).
The press: The Aeron is about “aesthetic drama.” It has inspired poetry
and a person even mounted an Aeron on his canoe.
Herman Miller: We are helping people work.
Above the line:
HEAD:
$2
Experience Emotion
$1 $4 Below the line:
HEART&GUT
Understand the emotion.
Head Gut
Brandjam
Start from scratch:
Plunge!
Go to where others don’t go.
Imagine what others have not.
Feel uncomfortable, then listen to your gut.
“It is only with the heart that
one can see rightly;
what is essential
is invisible to the eye.”
The Little Prince. Antoine de Saint Exupery
Cracking the emotional code.
Dirt is good!
What is the meaning of dirt? Unilever detergent category.
How do you feel if your
child comes home dirty?
Is dirt bad?
“Getting dirty through constructive
play is how children learn and express
their creativity.”
-Michael Grose, Parenting expert
Brandjam
Start from scratch:
Citizenbrand.
Make the world a better brand.
“Consumers are demanding more and more
from the companies behind the brands,
increasingly bringing their views as citizens
into their buying decisions. They want brands
they can trust.”
Niall FitzGerald, Unilever’s Chairman
Toyota outsold Ford for the first time last
month to grab the No. 2 Spot in the U.S.
Market for the first time, amid demand for
fuel efficient vehicles.
BMW pursues the “Idea Class.” The luxury
car maker shifts to woo buyers who rank
artistic values over horsepower.
The Wall Street Journal,
Wednesday, August 2, 2006.
Saving a grandparent’s life.
“Thoughtful design can have a real impact on people’s lives. Drug
companies spend billions on advertising, but that doesn’t always
translate into a patient’s individual experience.”
Deborah Adler, Graphic Designer.
A packaging as clean as water.
Brandjam
Start from scratch:
Dare.Design!
Bring your power of imagination to life through design.
Transform the future.
“Emotional Design” humanizes brands.
A) Design is the best manifestation of an emotional message.
B) Design is innovation in action, the proof of “truth” as it
stimulates people’s senses and emotions to create
preference.
C) Design is the manifestation of a corporate culture, its
vitality, innovative spirit and ethics.
D) With the atomization of the media landscape, where
technology takes on a greater role, the product can be part of
the conversation.
The industrial age (controlling the dialogue).
The emotional age (opening up the dialogue).
Martin Luther King Day - January 16, 2006 Vincent van Gogh's Birthday - March 30, 2005
Mother's Day - May 14, 2006 Independence Day - July 4, 2005
St. Patrick's Day - March 17, 2005 100th Anniversary of Flight - December 17, 2003
ABC MTV BBC
CBS NBC ESPN
FOX CNN A&E
CMT DSC DIY
HBO NICK USA
WGN TLC QVC
E! Current TV Bebo
Style Joost Brightcove
Sprout Kazaa MySpace
YouTube Skype Moxi
Yahoo Fancast Lime
Dare.Design.
Emotional branding.
Look at your iconography in a different way.
Understanding the emotions a
design elicits.
Humanizing the no. 1 brand in the world.
Start from scratch:
Do one thing everyday that scares you.
Eleanor Roosevelt.
A think tank. Motivational workshops. Design insight.
Thank you!
Emotionalbranding.com