BR-ND creates brands which not only make business sense, but also promote happiness
BR-ND | Emotive Transformers
Unleashing positive behaviors, feelings and meaning Amsterdam based boutique consultancy Since 2005 Specialized in emotive branding, brand portfolio strategy and culture development Founded by Kim Cramer PhD & Alexander Koene Intersection of Marketing & Human Resources Latest scientific knowledge combined with playful process Co-creative approach for max engagement and collective intelligence Founders of 23plusone Friends Broad range of well-known clients
BR-ND | Emotive Transformers
External surveys Focus groups
Segments & Channels Corporate strategy
Vision interviews
We help make this happen
Competition
INSIGHT & UNDERSTAND
Image tracking
Vision & mission
Identity tracking
Purpose
Brand board Positioning Communications
MANAGE & MONITOR
Innovations Customer services
REBRANDING BRAND = TRANSFORMATION =
Portfolio
STRATEGISE & DEFINE
Brand story
CULTURE
Trademark registration
Brand logo Visual world
EXPRESS & BEHAVE
INTERNALISE & INVOLVE
Internal surveys Ambassadors Storytelling
Brand architecture
Workshops
Verbal world
Co-create
Behavior manifesto Brand movie BR-ND | Emotive Transformers
Social Intranet Dialogue
What you see is what you get
INTERNAL
Your people are the brand. Involve them from the start. BR-ND | Emotive Transformers
BRAND = CULTURE
Image = Identity The same behavior and feelings that attract customers also attract, motivate and keep co-workers.
EXTERNAL
Win people’s hearts by adding real value to their lives.
Start with feelings
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Gap analysis
PERSONAL IDENTITY
CURRENT IDENTITY
EMPLOYEES
BR-ND | Emotive Transformers
FUTURE IDENTITY
CUSTOMERS PROSPECTS
Brand portfolio
Kim Cramer PhD - UvA Onder moeders paraplu?
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Recent clients
BR-ND | Emotive Transformers
For cases, click the logos of our clients on www.br-nd.nl/over#klanten
BR-ND | Emotive Transformers
Kim Cramer PhD I am inspired by people, companies, brands and ideas that challenge what is commonly accepted as standard. One of my personal motivations for starting BR-ND was the possibility of pioneering an agency that approaches things from a human perspective.
Alexander Koene Marrying practical solutions with strategy, aesthetics, positive intent and creative ideas is what I love. I believe it takes guts to fight conventions and I find myself looking for leaders who are not afraid to take chances and who believe what I believe; when people get in motion, great things happen.
Because I feel a genuine desire to make a positive difference in the way people deal with each other, starting with the way my own agency behaves and how we strive to make those important to us feel. I want to share my talents and knowledge to beautify the world.
I have been told I’m bright, stubborn at times and increasingly idealistic – not always in that order. I like to think that I’m doing my best to make the world a happier, healthier and inspired place. I love to investigate how things work, improve and share the knowledge.
Kim has a PhD in communication science (UvA/SWOCC), is guest lecturer at various academic institutions (Industrial Design TU Delft, UvA, Vega School of Brand Leadership Johannesburg, EURIB, SRM, AOG) and member of the board of advisors of The good family and Action for Happiness.
Alexander has a degree in marketing, is a qualified skiing instructor, sports & health trainer and reserve cavalry officer. After a 16 year international career at Mars, BAT and P&G, in 2000 he became a branding consultant and entrepreneur.
Kim Cramer (1973) is proud co-founder of BR-ND, Emotome and 23plusone Friends.
BR-ND | Emotive Transformers
Alexander Koene (1964) is proud co-founder of BR-ND, Emotome and 23plusone Friends.
Our approach Case: Natuurmonumenten
BR-ND | Emotive Transformers
https://www.youtube.com/watch?v=1n5YdpT55JE
BR-ND | Emotive Transformers
https://issuu.com/br-nd/docs/merkkompas_natuurmonumenten/1?e=1606377/11901348
BR-ND | Emotive Transformers
Development For the future Fans: Members, Volunteers, Co-workers, OERRR kids Friends: CRM relation groups (Private, Children, Companies, Clients / users, Institutes and governments), collegues
Visual: clear colors and active people, each experiencing nature on their own way, playful children, unique nature.
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Verbal: Optimistic about the future, Proud, sharing experiences in nature, bewonderment & fascination
Society: Whole Dutch societey, Current and future generations a
Nature is life
Why: We love nature. Nature is life. How: By making everybody experience nature we create the conservation movement of the future. What: Conservation, protection, development and exploitation of nature reserves and monuments.
BR-ND | Emotive Transformers
Behavior: Challenging, Facilitating,, Enthusiast, Open, Honest, Connecting, Curious, Open for newness and experiments
For and by all people
BR-ND | Emotive Transformers
Phase 1 Visioning & Inspiration
Board session
BR-ND | Emotive Transformers
Phase 2 Engagement & Co-creation
Phase 3 Reinforcement & Activation
Step 1 - Visioning & Inspiration Goals Gather relevant information about the business strategy, organisation identity and brand portfolio Define the Board’s vision on the company's future and the desired brand identity Synchronise watches concerning the next steps in the process of defining the strategy together with the rest of the organisation Coach the Board in exemplary behaviour to increase success of the process Tools Desk research, vision interviews, Board sessions, Brand Fan (current portfolio) Timing 3 weeks - 1 month Deliverables Trinity & Purpose Statement according to the Board
BR-ND | Emotive Transformers
Step 2 - Engagement & Co-creation Goals Engage internal and external stakeholders Collect information (benchmarked data, insights, inspiration) about their feelings and perceptions Start creation of brand portfolio & naming scenarios Co-create the desired (mother) brand identity by means of one or more creative workshops Tools Teaser, online survey for all co-workers in the different companies and relevant clients/prospects, transparent social platform, Brand Fan (future portfolio scenarios) Deliverables Final Trinity, Brand Heart, Brand Story, according to the entire organisation, Brand Fan scenarios Timing 1-2 months after Step 1
BR-ND | Emotive Transformers
Step 3 - Reinforcement & Activation Goals Make employees feel proud of the company and what the brand stands for Employees know what the ambitions are and how they can contribute Visualisation of brand world Tools Social platform, Heart Beats workshops, Brand Fan Deliverables Heart Beats, brand movie, first steps in brand world design and naming, prototyping, brand portfolio strategy Timing 1-2 months after completion of Step 2.
BR-ND | Emotive Transformers
Het hele verhaal lezen? http://www.br-nd.nl/blog /2015/7/natuurmonumen ten-in-beweging
BR-ND | Emotive Transformers
Examples of interventions
BR-ND | Emotive Transformers
https://vimeo.com/55263936
BR-ND | Emotive Transformers
Merkbelevingsonderzoek 2015 | Estate
BR-ND | Emotive Transformers
BR-ND | Emotive Transformers
https://www.youtube.com/watch?v=Z1RZV0p7e14
BR-ND | Emotive Transformers
BR-ND | Emotive Transformers Vijzelstraat 68 1017 HL Amsterdam Kim Cramer kim.cramer@br-nd.com +316 19 65 91 45 Alexander Koene alexander.koene@br-nd.com +316 19 95 30 17