Intro To Workshop 3 - PA The Place of Brand: Master Degree in Product Service System Design

//POLIMI/PSS2009/workshop3
Master Degree in
Product Service System Design
Intro to workshop 3 - PA
the place of brand
by Fabrizio M. Pierandrei
… why brands?
what is a brand?
what is a brand?
“trademarks”:
they are legal properties
brands are not…

“mission statements”:
they are reminders
brands are not…

“logos and slogan”:

they are a company signatures
brands are not…

“products or services”:
they are the tangibles
brands are not…

brands are not…

“advertising”:
It just delivers the message
brands are not…

for the company

brands are the primary requirement.
They are the way to gain identity and to show
itself on the market
for the customer

brands are the “whole range of expressions” that
characterize the perception of a product or
company
so brands are …
aesthetical aspects
world of reference
evocative image
price
everything functionality
contributes
to the creation communication strategy
of a brand… logo and colours
production and selling methodology
history and role in the market
what is a brand?
aesthetical aspects
world of reference
evocative image
price
functionality
… but nothing
is enough communication strategy
logo and colours
production and selling methodology
history and role in the market
what is a brand?
rox
customers buy perceptions

customers buy perceptions

70% of consumers refer to a

brand to have a guide in
purchase
%
50% of consumers trust in a
branded new product
72% of consumers is
available to pay 20% more for
branded items
70% of consumers think

brand is a warranty of quality
25% of consumers say price
doesn’t matter in purchasing
favourite brands
brand as a value
The difference between

Coca Cola
and a normal soda bottle
brand as a value
expression
brand impression
•attributes
•design
•imagine-look •perception
•price
•service
brand as a value
the perception of a brand comes

from the sum of sensations
the “psyco-physical” ingredients
evoked into the customer
brand as a value
a positive brand perception

is based on the coherence
of any of its expressions
brand as a value
perceived coherence
is based on brand personality
brand personality
brand personality
brand personality
brand personality
brand personality
brand personality
… why can’t brands?

brand personality
brand personality
global brands go local

adapting/promoting to trends
challenging circumstancies
coherence makes
the brand personality
constant trough time
brand personality
coherence makes
brand personality
coherence makes
brand personality
the Konopizza example:

lack of coherence, tradition and appeal leads to
undefined brand personality
brand personality
the Konopizza example:

lack of coherence, tradition and appeal leads to
undefined brand personality
brand personality
the power of brand

the power of brand

perception is the first step of

the brand value chain
• positive perception (identification in the brand
image)
• first purchase
• satisfaction (based on the quality of product)
• further purchases
• customer loyalty (fidelization)
• enforce company position on the market
• take advantages from the economy of scale
• over-evaluation of the company

impulse to
purchase is
emotive at first
then a rational
evaluation

a good brand saves costs

100% to 700% more to attract a new customer
than to keep an existing one

//POLIMI/PSS2007/Brainstorming 2
working on perceptions
company
analysis of the company background
analysis of technical know-how
brand perception analysis of the coherence with the brief
target megatrend
analysis of typical customer analysis of mindstyles
analysis of competitor brand analysis of lifestyles
analysis of commercial sector analysis of emotional trends
to work on customer’s
perceptions companies have to
• define a strong descriptive idea to be shared
inside the Company
• boost a meaninful personality in which customers
can identify themselves
• make the brand “familiar” to create a sense of
“nearness” between the customer and the brand
• build a powerful image, easy to be remembered
• work on the difference
as companies have to reply

to desires more than needs
they have to converter
from military strategy vision
to a visionary design outlook
from to
analytical intuitive
logical emotional
linear spatial
numerical visual
verbal physical
branding by experience
branding by self-expression
wrks3: the place of brand

wrks3 is a simulation in which we

assume a brand - in jointventure
with politecnico - hire a young
creative firm to design a pss for
polimi-bovisa population.
the pss will take place in a given

space re-design to provide the
correct brand experience
wrks3: the goal

1.
select a WLB “moment”
Find the wlb-cluster in which you

want to act: coffee break? lunch
time? classroom change? waiting for a
revision? a fitness pause? welcoming
people in Bovisa? …?
8 simple steps
2.
select a well-known brand
Find a possible brand - coherent with

the selected topic - imagine it will join
Politecnico in provide an innovative
pss dedicated to Politecnico-Bovisa
population
Hint: don’t go for improbable brands!

8 simple steps
3.
Analyse the brand
Throughout the analysis of all brand’s

expressions, try to depict a clear
image of what is the brand vision-
mission-value.
Define the “core” and the “care” of
the brand.
8 simple steps
4.
Define a brief
Imagine the brand coming to you as

the top creative group to develop
their “idea” (the brief).
Hint: the brief could be based on a

simple “product” or “service” you are
asked then to convert into a pss
8 simple steps
5.
Make a draft of you pss proposal
Define your proposal in terms of

trends, goals, personas, system
maps, components,…
8 simple steps
6.
Include the “tower” as the place
in which the pss will be provided
Any proposal has to be conceived to

take place in a space which is
“ideally” represented by the “tower”
in Bovisa Campus
8 simple steps
8 simple steps
8 simple steps
6.
Include the “tower” as the place
in which the pss will be provided
Hint: the “tower” can be rotated

upside down, used in a vertical or
horizontal position, modified
externally or internally, placed
outdoor or indoor, conceived for a
permanent use or for an event, …
8 simple steps
7.
Develop your pss proposal,
designing an innovative “brand
experience”
Hint: whatever your recipe should be,

the main ingredient is the “place”
(60%).
8 simple steps
8.
Promote your proposal in a
perfect 10 minute presentation
Test your ability to “sell” your ideas

by performing an “unforgettable”
presentation
8 simple steps
see you next year

love all
merry xmas and happy 2010!

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//POLIMI/PSS2009/workshop3

brands are not…

brands are not…

“logos and slogan”:

brands are not…

brands are not…

brands are not…

brands are not…

for the company

for the customer

of a brand… logo and colours

production and selling methodology

history and role in the market

logo and colours

production and selling methodology

history and role in the market

customers buy perceptions

customers buy perceptions

70% of consumers refer to a

70% of consumers think

The difference between

the perception of a brand comes

a positive brand perception

… why can’t brands?

global brands go local

the Konopizza example:

the Konopizza example:

the power of brand

the power of brand

perception is the first step of

the brand value chain

the brand value chain

a good brand saves costs

the brand value chain

as companies have to reply

wrks3: the place of brand

wrks3 is a simulation in which we

the pss will take place in a given

wrks3: the goal

Find the wlb-cluster in which you

Find a possible brand - coherent with

Hint: don’t go for improbable brands!

Throughout the analysis of all brand’s

Imagine the brand coming to you as

Hint: the brief could be based on a

Define your proposal in terms of

Any proposal has to be conceived to

Hint: the “tower” can be rotated

Hint: whatever your recipe should be,

Test your ability to “sell” your ideas

see you next year

merry xmas and happy 2010!

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