Roma. Cyclical Branding® Design Management

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In the eternal city, Rome, we had the pleasure of leading the “Cyclical Branding Design Management” workshop with Marc Guitart and Maja Zalaszewska from the brandoma® team in the three venues of the Istituto Europeo di Design in Rome.


The training that Marc Guitart and the brandoma® team delivered during this week was composed of a
practical, agile and direct workshop, where the students could understand and feel first-hand successful branding experiences and then proceed with practical cases where the cyclical branding® methodology applied in Design Management, marked the evolutionary phases of all the projects that were carried out. The sessions were focused in the way that students, more than 350 participants from different backgrounds of the design world, could know and develop the cyclical, evolutionary and interdisciplinary mentality that the tomorrow’s companies demand.


We want to thank IED Roma, the opportunity to show future design professionals and entrepreneurs what Design Management is and how this new methodology allows to generate a
constant and successful business evolution. Ci vediamo presto Roma!

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En la cuidad eterna, Roma, hemos tenido el placer de realizar de la mano de Marc Guitart y Maja Zalaszewska del equipo de brandoma® el workshop “Cyclical Branding Design Management” en las tres sedes del Istituto Europeo di Design de Roma.

La formación que Marc Guitart y el equipo de brandoma® impartió durante esta semana estaba compuesta por un Workshop práctico, ágil y directo, donde los alumnos pudieron entender y sentir de primera mano experiencias de branding exitosas para luego proceder con casos prácticos donde la metodología cyclical branding® aplicada en Design Management, marcó las fases evolutivas de todos los proyectos que se realizaron. Las sesiones estaban enfocadas para que los estudiantes, más de 350 participantes de diferentes backgrounds del mundo del diseño, pudieran conocer y desarrollar la mentalidad cíclica, evolutiva e interdisciplinar que las empresas del mañana demandan

Queremos agradecer a IED Roma, la oportunidad de mostrar a futuros profesionales del diseño y a empresarios qué es el Design Management y cómo esta nueva metodología permite generar una evolución empresarial constante y exitosa. Ci vediamo presto Roma!

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People and brands // Marcas y personas

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Brands are increasingly aware of their humanistic component and the importance of it in their positioning. Social networks demonstrate it by showing the day to day of their employees that feel happy and proud to be part of this or that corporation.  That is why having brand ambassadors is a guaranteed success investment.

Companies started to be present in the social media in an advertising way, showing its merits with a studied and planned corporate language. But nowadays, in the Knowledge Age, the needs have changed and brands now have to share quality content with their communities leaving aside any commercial intention. Communities soon reacted by feeding back this content and creating the need to the brands to interact with their users.

So there is no longer a company selling their products to a consumer, it is a brand having a dialogue with a user. And it is in this two-way relationship where the key point is: it is about one person connected to another one. It is a relationship that connects values and ideals and is at the crossroads of the user’s expectation and the brand’s promise where the crux of the matter is.

But not only users have expectations and dreams, also the employees can feel pride of belonging to a certain corporate culture. Therefore it is extremely important not to ignore that employees themselves can become loudspeakers of the brand values.

When the employee’s expectation is aligned with the image that the company wants to transmit, the corporate pride gets feed and it has more credibility than any advertising campaign because employees are often considered the most trustworthy spokesperson. What they say is considered real and transparent and driven by the company’s values and not by any promotional event.

Keeping in mind that people are the most valuable resource of any corporation, the brand image projected to the employees must be treated with the same rigour and approach than the image projected to the clients. Human resources departments call this employer branding and it is focused on designing the brand image for the potential future candidates.

As designers we must be aware of the needs of any strategic identity to know how to transmit not only to the team but also to providers and clients all the values of the brand to make them understandable, and able to embrace them properly.

We are capable to transmit in a corporate way all the intangibles of the brand seamless, through different tools such as Brand Coaching for the teams or style-meetings with providers which are essential to empower the employee and turn him to a brand ambassador. Because bearing in mind that brands are made out of people and collaborators can be very influential members is basic to strengthen their positioning and to ensure a brand’s continuing success.

Ana Lobo
Senior Retail Consultant at brandrid®

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Las marcas cada vez son más conscientes de su componente humanístico y del peso que este conlleva en su posicionamiento. Las redes sociales dan fe de ello mostrando el día a día de empleados felices y orgullosos de formar parte de tal o cual comunidad, y es que contar con embajadores de marca es una inversión de éxito asegurado.

Las empresas comenzaron a tener presencia en las redes sociales de manera publicitaria mostrando sus bondades con un lenguaje corporativo estudiado y planificado. Pero en la era del conocimiento el salto estaba claro, más allá de esto, debían compartir contenido de calidad para su comunidad dejando de lado su intención comercial. Las comunidades no tardaron en reaccionar retroalimentando este contenido y creando a las marcas la necesidad de interaccionar con sus usuarios.

Entonces ya no es una empresa vendiendo sus productos a un consumidor, es una marca dialogando con un usuario. Y es en esta relación bidireccional donde está la clave: es un persona conectada a otra persona. Es una relación que conecta maneras de entender el mundo, es una relación que conecta valores e ideales y es en el cruce de la expectativa del usuario y la promesa de la marca donde está el quid de la cuestión.

Y no sólo los usuarios tienen expectativas e ilusiones, también los propios empleados pueden sentir orgullo de pertenencia a una cierta cultura empresarial con la que se sienten alineados. Y obviar que los empleados pueden convertirse en altavoces de los valores de la marca es un error que en el mundo empresarial del siglo XXI se puede cobrar caro.

Cuando la perspectiva del empleado está alineada con la imagen que la empresa quiere transmitir se alimenta el orgullo corporativo y éste tiene mucha más credibilidad que cualquier campaña publicitaria ya que los empleados suelen ser considerados portavoces de confianza.

Esto es porque se entiende transparente y real y está promovido por los valores de la empresa y no con ninguna intención promocional.

Teniendo en cuenta que las personas son el recurso más valioso de cualquier empresa, la imagen que proyecta una marca hacia sus empleados debe ser tratada con el mismo rigor y criterio que la imagen que proyecta hacia sus clientes. En recursos humanos esto se denomina employer branding y está enfocado en trabajar la imagen de marca para los posibles futuros candidatos.

Como diseñadores debemos ser sensibles a las exigencias de cualquier identidad estratégica para saber comunicar tanto al equipo interno como a proveedores y clientes, los valores de la marca para que estos se interioricen y transmitan de la manera adecuada.

A través de herramientas como el Brand Coaching para equipos o reuniones de estilo con proveedores somos capaces de trasladar de manera corporativa los intangibles de la marca sin fisuras, lo que es clave para empoderar al empleado y convertirlo así en embajador de marca, porque entender que las marcas son las personas que las componen y que los colaboradores pueden ser potenciales influyentes es clave para afianzar el posicionamiento de cualquier marca y acercarla así al éxito.

Ana Lobo
Consultora de Retail Senior en brandrid®

Spice up your life at Gewürzhaus Herb & Spice Merchants // 用香料來豐富您的生活 – Gewürzhaus Herb & Spice Merchants 的香料店鋪

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The ‘scooping-your-own’ concept

A few years ago, I was fortunate enough to visit the bazaar of Isfahan in central Iran. Walking in the bazaar was like walking in a maze.  The stalls that attracted me to stop by the most were the ones with the colorful hand painted miniatures,  hand-crafted plates, colorful spices, and sweets.  Displayed nicely in big bags.  I could smell a cloud of spice aromas envelope the entire bazaar.  Next to the spices and herbs were dried nuts and fruit. Salesmen loudly offered dried pistachios and dried fruit for customers to try.  Men and women came to the spices stalls, the shopkeeper scooped up, bagged, and then handed to customers the amazing spice mix.

A few years later, in Sydney, I noticed that the concept of scooping-your-own has become a sustainable way of shopping and has become a retail trend, particularly in wholefood stores and organic supermarkets. The concept of scooping-your-own means that much less food is paid for and wasted.  Customers could select varities of spices, create their own blend of spices.  This kind of personalised experiences attracts customers and encourages them to come back to the store again and again.

 

Case Study: GewürzhausHerb & Spice Merchants in the Strand Arcade, Sydney

“Have you ever experienced a bazaar or market-place in Middle-Eastern and South Asian cities? “ – I asked my friend as we walked into GewürzhausHerb & Spice Merchants.  Located in the Strand Arcade, one of the most iconic Victorian heritage builidngs in the CBD of Sydney, GewürzhausHerb & Spice Merchants is a boutique retail store that offers more than 350 single-origin spices, herbs, salts, peppers, teas, and sugars from around the world.

Gewürzhausmeans ‘spice house’ in German. Sisters Eva and Maria Konecsny from Melbourne are the owners of the shop.  The siblings are passionate about cooking and food.  Coming from German root, their first store was opened in Carlton, Melbourne in 2001.  Each Gewürzhausstore has its own personality through its interior scheme.

The Sydney store was designed by Melbourne-based studio, Doherty Design. It was designed to encourage customers to explore the shop; to smell, touch, and taste the products.  Like the experience in a Middle-Eastern bazaar, but not exactly the same.  All herbs, spices, salts and tea are self-scooped by customers instead of being served by the shopkeeper.  Goods are featured and stored in the tubs instead of being stored in the big bags.  Customers are invited to sample the products by lifting the lids of any of the tubs, scooping some of its content, and then seeing and smelling it. Spices and blends in the store were displayed according to cuisine types and country of origin: Australian, South East Asian, Indian and Middle Eastern.

“It was important to maintain that tradition of refined German shopkeeping in both service and aesthetic, and to let the spices and their history speak for themselves,” said the owners of Gewürzhaus.“Doherty Design Studio draws attention to the age and history of the spices through a timeless design, which could be current now or 100 years ago. That is what references our spices’ histories, not the exoticism of their backgrounds” – quoted from blog writing of Tess Ritchie, April 7th2015 Indesignlive.

 

Engaging all five senses of the customers:

A good interior design provides customer with a spatial perception experience and enables interaction with the products in the store.  Customers have five sensory responses as they navigate through a store: sight, smell, touch, taste and sound.

  1. Sight:

Gewürzhaus remindedus of walking into a boutique street store in Europe.  The display of the tubs with colorful spices and herbs, however, reminded us of walking through a Middle-Eastern bazaar, and good space planning allowed us to explore the store easily.  Every tub of spice in Gewürzhaus was individually labeled, and provided four main types of information: ingredients, origin of product, price and description of use.  The visual branding, packaging design, and attractive product display captured customers’ visual attention.

  1. Smell:

Before we entered the shop, the cloud of spice aromas made us want to stop before we went into the shop.  Exploring the shop was like exploring a Middle-Eastern bazaar, we opened the lid of the tubs, scooped the spices and herbs, and smelled it.  A good scent was generally perceived as positive attraction for the customers to go in or stay longer in the shop.  For many of us coming from diverse cultural backgrounds, we explored the scents, and searched for the pieces of our childhood memories by smelling the mixed spices and herbs; it reminded us of the dishes that our grandparents or parents used to cook.

  1. Touch:

The self-scoop format definitely made the shopping experience more engaging and makes customers more likely to buy things.  By experiencing scooping the products through interactions, a more personal connection is created.  A convenient self-service weighing station was available for customer’s use. Customers could scoop their desired quantity, and put them into specially designed packaging bags.

  1. Taste:

One of the best parts about exploring the shop was that we could sometimes taste some of the spices and herbs.  Occasionally the staff in the shop would serve us herbal tea.  In the Advent period prior to Christmas, we were served Christmas tea.  For some special events, customers are invited to Gewürzhaus’s own cooking school where they would serve the food that are cooked with mixed spices from their store’s products.

  1. Sound:

In the shop, the conversations we overheard from shopkeepers and customers were inevitably about food; how certain spices can blend well with certain meat dishes; how to mix and make an authentic Thai Tom Yum soup; what to sprinkle on top of a cake.  The conversations that customers overheard from other people’s discussions can make good impressions on them when shopping for products in the store. Hence, having a passion for cooking and being a food lover are must-have qualities the store looks for when they hire retail sale assitants.

When we explored the in-store experience of Gewürzhaus, we touched on the topic of how customer’s perception responded to the physical environment around them.  We observed and explored how humans’ five senses responded to the products and the store circulation.  We learnt that human emotion was a key link in the shopping experience.

 

Customer experience through digital interactive design:

In every purchase that I made in Gewürzhaus, I received their business card that came along with their unique package. On the business card, text in brand’s color, gold, was used to show Gewurzhaus’ s website and social media accounts.  Customers shared what they cooked over the week or weekends on their social media by hash-tagging the name of #Gewürzhaus. People found information of Gewürzhaus through their friends’ social media posting, which is a successful way of marketing.

The website was strategically designed in conjunction with the actual products that displayed in the physical retail shops.  Instead of going to the physical shops, it gave customers a more flexible option in the ways of shopping.  As we navigated the website, we could find detailed descriptions and historical background about the varieties of herbs, spices, salt & pepper, and tea.  Like navigating in their physical shops, the website is also designed with good visual design and navigation.  However, with online shopping, customers can’t touch, smell and taste the products through the digital shop.  Hence, customers either already knew about the products or they purchased based on the information they read from the website.

To enhance customer experience,  Gewürzhaus also provided cooking classes, which we could book online.  Given that the design of the shop took inspiration from traditional spice markets of exotic locations throughout the world, the cooking classes were also modelled with variety of cooking classes based on different cultural cuisines around the world.  If customers could not goto the cooking classes, variety of recipes were also available.

 

We can take GewürzhausHerb & Spice Merchants as a case study of how customers are engaged both emotionally and behaviorally, of how communication on social media and physical retail stores should both excel in emotional appeal, and of how to encourage various forms of interaction with the brand.  Increasingly, success at retail is less about what the retailer has to sell and more about how they sell it.  Personalization has also been the latest trend in retail.  In this case, customers self-service their own preferred portion of spices, select varieties of spices, create their own blend of spices, and learn more about food cooking through available videos or recipes from websites or cooking classes; these are all part of the personalization trend.

GewürzhausHerb & Spice Merchants showed us a good example of branding strategy by combining their good in-store customer service, as well as with the interactive experience through actual cooking classes and social media platforms; this kind of personalised experiences kept customers coming back to their brand again and again. More importantly, it gave customers the sensation of being in an exotic spice market; and experienced the taste of their own cooking of the exotic cuisines.  We didn’t need to travel far to the Middle-East or South Asia, but we could simply use the spices from Gewürzhaus, cook the exotic dishes in our own kitchens in our cozy homes.

 

‘自助舀’的概念

幾年前,我很幸運地參觀了位於伊朗中部文化古都伊斯法罕的bazaar 傳統市場。走在bazaar 傳統市場就像走進迷宮裡一樣。吸引我停下來最多次的攤位, 是那些賣彩色手繪小刀和手工製作盤子的攤位,還有豐富多彩的香料和糖果的攤位,而香料和糖果都放在各個不同的大袋子裡展示著。我可以聞到各種香料和烹飪用的草藥,一股香料香味籠罩著整個bazaar 傳統市場。緊鄰香料攤位的,是堅果和乾果的攤販。店主大聲叫賣著,並邀請經過的顧客試吃。顧客們都來到了這些攤位選擇他們要的香料、乾果等;店主便將其一一舀起裝袋後,遞給顧客、結帳;就這樣完成了每筆交易。

幾年之後,現在居住在澳洲雪梨的我注意到,隨著現代零售趨勢的演變,特別是對於整個食品商店和有機超市而言,’自助舀’ 的概念一直是可持續的購物方式。一切自給自取的方式,減少了食物被過度支付和浪費。這種個性化的體驗,更吸引了顧客一次又一次的回到店家購買。

 

案例研究:雪梨Strand ArcadeGewürzhaus Herb & Spice Merchants的香料店鋪

當我走進Gewürzhaus Herb&Spice Merchants的香料店鋪時,我問同行的朋友,”你有沒有去逛過在中東和南亞城市的市集,或bazaar傳統市場?” — 這是我腦海中浮現的第一個問題。Gewürzhaus Herb & Spice Merchants是一家精品香料零售商店,位於雪梨中央商務區,最具代表性之一的維多利亞式遺產Strand Arcade建築內,店內提供來自世界各地350多種的香料、草藥、鹽、辣椒、茶、糖 。

品牌最早源自於德國。 Gewürzhaus意為德文的“香料屋”。來自墨爾本的姐妹Eva和Maria Konecsny是這個品牌的創業總監,姐妹熱衷烹飪和熱愛食物。他們的第一家商店於2001年在墨爾本的卡爾頓開業,每個Gewürzhaus商店都擁有自己的特色性的設計。雪梨Gewürzhaus商店,由墨爾本的Doherty Design室內設計工作室設計。設計的理念是鼓勵顧客在店內探索和產品有所互動,去體驗、嗅聞、觸摸、和品嚐商品。這很類似我在中東bazaar傳統市場的購物經歷,但是不完全一樣。所有的草藥、香料、鹽,和茶都是顧客可’自助舀’的形式,而不是透過店主舀取。草藥、香料、鹽,和茶被放在一個個透明的展示桶中。顧客可自行掀起任何透明桶的蓋子,舀出其中的香料。並透過看到、聞到,來選擇想購買的商品。店內的香料,也按世界美食區域性分類成:澳大利亞、東南亞、印度,和中東…等區域性的香料來陳列。

“重要的是,要保持德國精緻的店鋪服務和美學上的傳統。並讓香料及其歷史為自己說話”Gewürzhaus的業主說道。“Doherty Design 室內設計工作室想要透過香料,引起人們關注時代和歷史。我們想要強調香料的歷史,而不是香料的異國情調“ —

引自Tess Ritchie的博客寫作,2015年4月7日Indesignlive。

 

吸引所有顧客的五種感官體驗:

良好的室內設計為顧客提供空間感知體驗,並與店內的產品互動。在商店內的購物體驗中,顧客有五種自然回應;它們是我們人類感官的自然反應:視覺、嗅覺、觸覺、味覺和聽覺。

1.視覺:

Gewürzhaus是一家精緻的體驗店,提醒我們走進的是歐洲的一家精品街店。藉著五顏六色的香料和草藥,以透明桶展示,引領了我們進入異國風情的體驗。透過良好的空間規劃,我們可以在商店內輕鬆的探索。Gewürzhaus的各種香料都是單獨存放在個別的透明桶中;桶上標明了四個主要信息:成分、產品起源、價格和使用說明。店內良好的品牌視覺,包裝設計,和醒目的商品陳列,在視覺上成功吸引了顧客的注意力。

2.嗅覺:

在我們進入商店之前,濃郁的香料香味使我們停下腳步,吸引我們想進入商店內四處探索的慾望。探索這家商店就像在中東的bazaar傳統市場一樣,我們可以打開每個香料桶的蓋子,舀出香料和香草藥,細聞它們的味道。通常好的香味是極具魅力的; 它能吸引顧客進店參觀,甚至使顧客在店內停留較長的時間。對於來自不同文化背景的顧客們,在店裏可探索各種不同的香味,並透過聞到香料、香草藥,來尋找童年記憶的片段,因為這讓我們想起祖父母或父母們在我們兒時所做的菜餚。

3.觸覺:

‘自助舀’的形式確實加強了購物體驗,並鼓勵顧客變得更加投入,更有渴望購買東西。透過與商品的互動體驗方式,創造了更多個人化的連結。並提供便利的自助秤重站服務,供顧客使用。顧客可以舀取他們想要的數量,並放入特別設計的包裝袋中。

4.味覺:

探索過程其中最棒的部分,就是我們可以試吃到用店內專賣的香料烹調好的食物。有時,店員也會為我們提供涼茶試飲。而在聖誕節前的一段期間,會奉上聖誕茶。在一些特殊的活動中,顧客會被邀請到Gewürzhaus所屬的烹飪學校,在那裡顧客可用店內專賣的香料,體驗烹製食物的樂趣。

5.聽覺:

在Gewürzhaus商店裡,我們常常聽到店員與顧客在討論關於如何烹飪“食物”的話題。譬如,香料如何與某些肉類食材融合? 如何混合烹調出正宗的泰國冬蔭功湯? 何種香料撒在蛋糕上才美味等等。顧客可以從旁聽店員回答其他顧客的談話中,留下好的印象與購物經驗。因此,我想當Gewürzhaus在招募新的零售銷售店員時,其任用標準應會是選擇喜愛烹飪和食品的應徵者。

當我們在探索Gewürzhaus實體店時,我們談到了顧客的觀感,以及他們如何回應周圍環境的關係。我們觀察並探討了人類的五種感官對商品和商店流通的反應行為。我們從中了解到,人們的情感是影嚮購物體驗的主要關鍵。

 

通過數位互動設計的客戶體驗:

每一次我在Gewürzhaus購物時,從他們獨特的包裝裡都會收到一張他們的名片。名片上有用代表其品牌形象的金色行銷文字。名片上有Gewurzhaus的官網,及可在Facebook、Instagram、和Twitter 找到品牌相關訊息。顧客可透過輸入#Gewürzhaus,在Gewürzhaus 的Facebook、Instagram平台上,分享他們在本週或週末的烹飪過程或成果照片。人人就因透過朋友的社交平台動態,發現了Gewürzhaus的相關信息,而事實證明這是一種成功的行銷方式。

Gewürzhaus官網的策略性設計與實物零售店中展示的實際產品是平行一致性的行銷。官網的策略是,不需在實體店仍可以透過網路為顧客提供更靈活的購物服務。當我們在網站上瀏覽時,可以找到有關各種草藥、香料、鹽、胡椒、和茶葉的詳細描述和歷史背景; 就好像親臨實體商店中探索一樣真實。該網站也設計有良好的視覺設計和瀏覽介面。然而,透過網路購物的顧客,無法實際的去體驗、嗅聞、或試吃產品;因此,大部分的網路訂購者,可能在購物時已預先知道商品,或者根據他們從網站上讀取的信息,而來決定購買。

為了加強顧客體驗,Gewürzhaus還提供了可在線預訂的烹飪課程。鑑於該店的設計靈感是來自世界各地、異國情調的傳統香料市場,烹飪班也根據世界各地不同的美食烹飪文化,設計出各類型的烹飪課程。另外,若顧客不能親自到烹飪班學習,可以使用該網站上所提供的各種食譜來自學烹飪。

 

以Gewürzhaus Herb & Spice Merchants作為案例研究,我們提到用戶體驗,這意味著透過網路社交媒體和實體零售商店的設計,可以看到透過顧客個人的情感、行為,與品牌的各種互動過程。現今成功的零售業者,不再只是關心要賣什麼商品,更多關係的是在於他們如何銷售。個性化就是零售業銷售的最新趨勢。在這種情況下,允許顧客自助拿取他們喜歡的各種香料,並混合在一起。或者透過視頻或網站上的食譜資訊自學烹飪,這些都是個性化趨勢的一部分。

Gewürzhaus Herb & Spice Merchants的香料店鋪,向我們展現了一個很棒的品牌策略範例,他們結合了良好的店內顧客服務、提供實體烹飪課程,和網路社交平台的互動體驗;這樣個性化的體驗,培養顧客一次又一次地回到他們的店購物。更重要的是,它給了消費者猶如置身在異國情調的香料市場上購物的感覺,並體驗自己烹飪異國風美食的滋味。我們不需要遠行到中東或南亞,但可以簡單地使用Gewürzhaus的香料,舒適的在家中廚房烹飪出美味的異國菜餚。

 

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https://www.indesignlive.com/projects/sydney-and-melbourne-spiced-up-with-new-gewurzhaus-stores

 

GewürzhausHerb & Spice Merchants’s official website: https://gewurzhaus.com.au/

 

From branding to unbranding // Del branding al unbranding

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A unique spirit with different approaches 

Unbranding is a new communication strategy growing in a society that is going to the personalization and union of and with a brand.

Now a days the undemanding is wrongly interpreted as the absence of a brand and the lack of the logo’s stickers. In more technical words, the absence of a strategic order of the values ​​and visions that a company wishes to project.

It have nothing to with that! The unbranding is a disruptive, daring and a very strict discipline. 

Starting from scratch with this strategy is not an easy task, since this does not mean not having coherence when transmitting the strategic brand discourse, which includes values, storytelling, mission, vision, etc. Quite the opposite, they are qualities that must be very internalized. Some large companies can afford taking the risky twist in searching the evolution going hand by hand with this concept of unbranding, since they have built a solvent and mature strategy that allows them to build efficient messages for their users that ends in acts of loyalty and purchase.

Branding and unbranding share the same vision of discipline and understanding: its main objective is to generate links with people; although everyone opts for a different strategic approach. We live in a society where the big companies send us thousands of inputs with an overcoming and expositive intention, moving away more and more from the small individual that consumes them. Today’s society evolves towards not being a consumer of large companies that transmit cold messages far from our real needs and lives. Some of these companies assume that a user of a specific age and situation living in Barcelona will have the same need or desire that a person living thousand of kilometers away in a totally different city and context. This is a deeply rooted in the 20th century marketing concept. These big companies might adapt themselves to the demands of different markets, but, do they communicate it? The society of now does not understand markets, but users. In the end we are citysumers, we consume cities, and we are users of a lifestyle. People who share values ​​with others and establish relationships consequently. Make users feel part of the brand and even empower them with an apparent ownership relationship to make them become total ambassadors of the brand. The actor of a brand (the person who serves you) has to live and feel it in order to participate in it in a pro-active way and know how to communicate it to make you falling in love.

Give the opportunity to the context, the user and the ephemeral to shape the brand. Let the content define the brand at every moment. This could be a good starting point for the unbranding.

A good brand already allows us to evolve thanks to the cyclical branding methodology becoming adaptable and evolutive according to future projections and needs without seeing any limit in it. In the unbranding strategy, its norms and guidelines are replacing and creating new and different patterns without ever leaving the strict and rigid limits established as a total margin. It does not mean transmitting disorder, but fluidity and mutation. There is a delicate boundary between the lack of coherence of the brand strategy and the success of the unbranding.

Nike is a clear example of a great brand that has evolved little by little towards the projection strategy, focusing more and more on the creation of brand ambassadors and a large community of users with a current communication that tends to the unbending strategy. It is a brand that make out that now it is only a symbol, a typography and an attitude; the rest of the experience is up to you. Everything is at stake.

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Un único espíritu con enfoques diferentes

Unbranding es una nueva estrategia de comunicación emergente en una sociedad que evoluciona hacia la personalización y unión de y con una marca. 

A día de hoy, el unbranding se interpreta de manera errónea, como la ausencia de marca y no tener o no poner la pegatina del logo. En palabras más técnicas, la ausencia de un orden estratégico de los valores y visiones que desea proyectar una empresa.

¡Nada más lejos de la realidad! El unbranding es una disciplina disruptiva, atrevida y muy estricta. 

Iniciar de cero con esta estrategia no es tarea fácil, ya que esto no significa no tener coherencia al transmitir el discurso estratégico de marca, en el que se engloban valores, storytelling, misión, visión etc. Por el contrario, son cualidades que se deben tener muy interiorizadas. Algunas grandes  empresas/marcas pueden permitirse dar un arriesgado giro en busca de la evolución de la mano este concepto de unbranding, puesto que han construido una solvencia y madurez estratégica que les permite construir mensajes eficientes para sus usuarios que derivan en actos de fidelización y compra.

El branding y el unbranding comparten la misma visión de disciplina y comprensión: su principal objetivo es generar vínculos con personas; aunque cada una opta por un enfoque estratégico distinto. Vivimos en una sociedad donde las grandes compañías nos hacen llegar a modo de bombardeo miles de inputs con intencionalidad de superación y exposición alejándose cada vez más del pequeño individuo que la consume. Hoy en día la sociedad evoluciona hacia no querer ser consumidora de grandes empresas que nos transmiten mensajes fríos y alejados de nuestras necesidades y vidas reales. Algunas de estas empresas transmiten que un usuario en barcelona de una edad y una situación concretas va a tener la misma necesidad o deseo que una persona que está a miles de kilómetros en una ciudad y contexto totalmente diferente, concepto muy arraigado al marketing del s.XX, y seguro que estas grandes compañías se adaptan asumiendo diferencias entre los distintos mercados, pero ¿lo comunican? La sociedad no entiende de mercados, sino de usuarios. Al final somos citysumers, consumimos ciudades, y somos usuarios de un lifestyle. Personas que comparten valores con otras y consecuentemente, establecen relaciones. Hacer sentir a los usuarios que forman parte de la marca e incluso empoderarlos para que se conviertan en totales embajadores de la misma marca con una aparente relación de ownership de la empresa. El actor de una marca (la persona que te atiende) tiene que vivirla y sentirla suya para participar en ella de manera pro-activa y saber comunicarla para enamorar. 

Dar la oportunidad al contexto, al usuario y a lo efímero para darle forma a la marca. Dejar que el contenido defina la la marca en cada momento. Ésta podría ser una buena base de partida del unbranding.

Una buena marca ya nos permite evolucionarla basándonos en la metodología del cyclical branding haciendo que éste se adapte y evolucione según sus futuras proyecciones y necesidades sin ver algún límite en ello. En la estrategia del unbranding sus normas y guidelines van recolocándose y creando nuevos y distintos patrones sin salir nunca de unos estrictos y rígidos límites establecidos como margen total.  No significa transmitir desorden, sino fluidez y mutación. Hay un delicado límite entre la falta de coherencia de la estrategia de marca y el éxito del unbranding.

Nike es un claro claro ejemplo de una gran marca que ha evolucionado poco a poco hacia la estrategia de proyección centrándose cada vez más en la creación de embajadores de marca y una gran comunidad de usuarios con una comunicación actual que tiende al unbranding. Es una marca que da a entender que ahora solo es un símbolo, una tipografía y una actitud; el resto de la experiencia depende de ti. Todo está en juego. 

Origame, interaction in the space // Origame, interacción en el espacio

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Origame, interaction in the space

Simulating the folding technique from a basic form, “Origame” has been designed as a bench that allows generating different urban spaces from the arrangement and combination of its volumetric figures, which start from a single piece.

“Origame” is understood as a constant game through its modulation in the urban space. The citizen takes the leading role in its use, and decides on it; given its versatility and ability to interact.

The “Origame” project is a modular piece that interprets its context and space                  in a playful and interactive way, both with the citizen and with the project value offered to the urban designer.

The public space requires a constant interactivity between its elements and citizens, we have fostered this relationship with the design of the piece. For us as interdisciplinary designers, it has been a challenge to carry out this project that allows both citizens and designers to enjoy urban spaces, providing solutions to their needs.

“Origame” is a spatial game where the object structures new spaces, according to its disposition and thanks to the creative freedom of interpretation that it offers.

The public space in our Mediterranean culture is a space for reflection, interaction and relationship. The game is the best way to reflect these values ​​and “Origame” translates this vision.

 

Technical characteristics:

Measures: 222x45x45 cm.

Weight: 1120 kg.

Finish: Smooth / Strip.

Color: Gray Wet, Black wet.

Chamfer: 7 mm.

Placement: supported with regular screws.

Customization: taxed.

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Origame, interacción en el espacio

Simulando la técnica del plegado a partir de una forma básica, “Origame” se ha diseñado como un banco que permite generar diferentes espacios urbanos a partir de la disposición y combinación de sus figuras volumétricas, que parten de una única pieza.

“Origame” se entiende como un juego constante a través de su modulación en el espacio urbano. El ciudadano toma el protagonismo de su uso, y decide sobre él; dada su versatibilidad y capacidad de interacción.

El proyecto “Origame” es una pieza modular que interpreta su contexto y espacio de manera lúdica e interactiva, tanto con el ciudadano como con el valor proyectual que ofrece al diseñador urbano.

El espacio público requiere de una interactividad constante entre sus elementos y los ciudadanos, hemos fomentado dicha relación con el diseño de la pieza. Para nosotros como diseñadores interdisciplinares, ha sido un reto realizar este proyecto  que permite disfrutar tanto a los ciudadanos como a los diseñadores de espacios urbanos, aportando soluciones a sus necesidades.

“Origame” es un juego espacial donde el objeto estructura nuevos espacios, según su disposición y gracias a la libertad creativa de interpretación que ofrece.

El espacio público en nuestra cultura mediterranea es un espacio de reflexión, interacción y relación. El juego es la mejor manera de reflejar estos valores y “Origame” traslada esta visión.

 

Características técnicas:

Medidas: 222x45x45 cm.

Peso: 1120 Kg.

Acabado: Smooth/ Strip.

Color:Grey Wet, Black wet.

Chaflán: 7 mm.

Colocación: apoyado con tornillos regulares.

Personalización: gravado.

 

Branding: the cornerstone of the 21st Century businesses development // Branding: piedra angular para el desarrollo de negocios del s.XXI

Once again this year Ana Lobo and Berta Teixidó have had the pleassure of carrying out the Workshop: “Branding: the cornerstone of the 21st Century businesses development” at the Istituto Europeo di Design in Madrid.

The 3-day training that brandrid® team taught consisted on a grupal Workshop and a Retail Tour through the streets of Madrid where the students were able to understand and feel first-hand every successful branding experience so then they could apply it to their personal projects through the cyclical branding® methodology.

This sessions were focused to let the students know and develope a cyclical, evolutionary and interdisciplinary mindset for the 21st Century corporate and business culture.

We would like to thank once more IED Madrid for giving us the opportunity to show what branding is and how this methodology can generate a constant corporate evolution to future professionals of design and tomorrow’s entrepreneurs.

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Otro año más hemos tenido el placer de realizar de la mano de Ana Lobo y Berta Teixidó el Workshop “Branding: piedra angular para el desarrollo de negocios del s.XXI” en el Istituto Europeo di Design de Madrid.

La formación que el equipo de brandrid® impartió duró tres días y estaba compuesta por un Workshop grupal y un Retail Tour por las calles de Madrid donde los alumnos pudieron entender y sentir de primera mano experiencias de branding exitosas para luego proceder con casos prácticos donde la metodología cyclical branding® marcó las fases evolutivas de todos los proyectos. Las sesiones estaban enfocadas para que los estudiantes, cerca de 20 participantes de diferentes backgrounds, pudieran conocer y desarrollar la mentalidad cíclica, evolutiva e interdisciplinar de la cultura empresarial del s.XXI.

Queremos de nuevo agradecer a IED Madrid por darnos la oportunidad de mostrar a futuros profesionales del diseño y empresarios qué es el branding y cómo esta metodología puede generar una evolución empresarial constante.

Bogotá. Workshop Design Thinking brandcelona

   

We are pleased to announce that we have had the pleasure, once again being able to be in Bogotá and share our vision of branding, under our own methodology of Cyclical Branding.

Last January, Marc Guitart brand consultant and CEO of brandcelona®, on behalf of our team, traveled to the Externado University in Bogotá, to carry out the Design Thinking workshop, where we were able to work together, under a methodology designed for the prospective development for 21st century companies. This allowed us to develop our experience as brand consultants and give our professional approach to a new vision of branding.

The workshop that we did of Design Thinking, we focus on the strategic development of generating brand experiences for professional sectors, who want to enhance their vision to a future market, which evolves every day and poses new challenges, both for brands and for users. It was an enriching day where two great backgrounds, Latin American and European, were presented, providing us with a complete and objective vision of branding in companies.

The mutual work that we did allowed us to contribute a different and innovative vision to the participants that made this day, a space of professional growth adapted to the new competences of branding in 21st century companies.

It is always a pleasure to return to Bogotá. See you soon!

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Nos complace comunicar que hemos tenido el placer, una vez más de poder estar en Bogotá y compartir nuestra visión del branding, bajo nuestra metodología propia del Cyclical Branding.

El pasado mes de enero Marc Guitart brand consultant y CEO de brandcelona®, en representación de nuestro equipo, se desplazó hacia la universidad del Externado en Bogotá, para realizar el workshop de Design Thinking, donde pudimos trabajar conjuntamente, bajo una metodología pensada para el desarrollo prospectivo para las empresas del siglo XXI. Esto nos permitió desarrollar nuestra experiencia como brand consultants y dar nuestro enfoque profesional a una nueva visión del branding.

El workshop que hicimos de Design Thinking, lo focalizamos en el desarrollo estratégico de generar  para los sectores profesionales, que quieren potenciar su visión a un mercado venidero, que cada día evoluciona y plantea nuevos retos, tanto para las marcas como para los usuarios. Fue una jornada enriquecedora donde se dieron a conocer dos grandes backgrounds, el latinoamericano y el europeo, aportándonos una visión completa y objetiva del branding en empresas.

El trabajo mutuo que realizamos, permitió aportar una visión diferente y innovadora a los participantes que hicieron de esta jornada, un espacio de crecimiento profesional adaptado a las nuevas competencias del branding en empresas del siglo XXI.

Siempre es un placer volver a Bogotá. Nos vemos pronto!