Words of Branders
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Branders
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Quotes
Words of Branders Issue 14 | September, 2019
“Disruption is the active interpretation of the brand vision. It may have started as a noun, as a way of thinking, but it has become a verb. A thing we do. Every day."
Lee Clow
Chairman, Emeritus, TBWA\Media Arts Lab 4 BRANDERS MAGAZINE • 2019 BRANDERS MAGAZINE • 2019
Branders Quotes Issue 14 | September, 2019
"When Henry Ford made cheap, reliable cars, people said,'Nah, what's wrong with a horse?' That was a huge bet he made, and it worked."
Elon Musk
CEO of SpaceX . Co-founder and CEO at Tesla
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Branders Words of Branders
September-October 2019 ISSUE 14
Contributors
Alina Wheeler
Terri Goldstein
Author of Designing Brand Identity: an essential guide for the whole branding team, now in its fifth edition.
Founder & CEO at The Goldstein Group. Design Expert, Keynote Speaker, Author, Educator.
Caio Esteves
David Freye
Place branding Expert. Founder of Places for Us, a pioneering consulting firm in Place Branding in Brazil.
Founding partner of ImasD prospective, strategy and design for brands that adapt to change.
Jacob Benbunan
Chad J. Kawalec
Co-Founder and CEO, Saffron Brand Consultants. Author of the book "Disruptive Branding."
CEO & Founder | Brand Identity Center | 420BIC, Diruptive marketing leader.
Jeremy Miller
Antonio Roberto
Founder of Sticky Branding. Brand strategist, keynote speaker and bestselling author of Sticky Branding.
CBO of Managic Office, a Brazilian consulting firm that has been conducting brand projects for more than 30 years.
Matt Davies
Julie McPeek
Brand Strategy Consultant. UK Top 50 advisor. Writer. Speaker. Creative. 'Storyategy' author. Certified Brand Specialist
Founder at Provisor Marketing in 2001 where they’ve worked with numerous brands in a broad range of categories.
Bernardino Reynoso Global Health Inventor, Social Entrepreneur. Founder and CEO at Bitts.
| Editorial Committee
Cristian Saracco
Terri Goldstein
Luis F. Vergara
Founding Partner Allegro 234 | CMO zenziya | President aebrand | Member Medinge Group
Founder & CEO at The Goldstein Group. Design Expert, Keynote Speaker, Author, Educator.
Brand Strategist, Founder at Branders Magazine. Marketing & Communications Specialist
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Table of contents 08 Editor’s Letter 10 Design Column Seconds to Seduce you
Branders
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12 TopBrand Top 5 Disruptive Brands
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14 Infographic Creativity and Innovation 16 Branding Will your Rebrand be Evolutionary or Revolutionary? 18 Innovation Brand Innovation 20 Innovation The power of unique differentiators
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Cover Story
24 Behind the Brand A tiny weapon of mass disruption. 26 Brand Experience Place Branding: from advertising campaigns to public space experience. 28 Cover You don't believe in branding? 34 Engagement Dealing with Disruption? Engage Your Team! 36 Design Disruption by design 38 Innovation AI²: How AI Can Successfully Accelerate Brand Innovation
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40 Behind the Brand Pedigree: Internal Disruption Drives External Success 42 Brand Gadgets 43 Events 44 Profile Clayton Christensen
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Editor’s Letter
Disruption is not optional, is mandatory. “Disruption isn’t just doing things in a different way which doesn’t resonate or go any further – it’s about changing the game.” – James Kirkham, CFO, Copa90
W
e are living in a world where brands have the obligation to differentiate from each other. Disruption is not anymore an option but an obligation for brands if they want to survive, brands will always find new competitors ready to disrupt the market. But, people use to think that disruption is to work with better technologies to improve the product or service. As Clayton Christensen said, “Disruptive Innovations are NOT breakthrough technologies that make good products better; rather they are innovations that make products and services more accessible and affordable, thereby making them available to a larger population.” Disruption is a new opportunity for brands to take the risk to avoid traditional strategies to create new ones. Understanding your target is essential, nowadays, consumers connect
and engages with brands when they live positive and authentic experiences. Most brands know they need to create disruption, but they do not know how to do it or what is the best way to do it. It is increasingly important for brands to focus on disruptive innovation as an engine of growth. To reach it it is important to innovate thinking about the consumer. Customers are evolving every day and they are expecting changes all the time. Disruption will help alters your product lines, services, or business model in fundamental ways. This is the reason why we decided to create this issue, to help you to find their way to create disruption with your brand.
LUIS FERNANDO VERGARA CEO & Founder Branders Magazine @luifer_brander
As usual, we contacted the best branders around the world to talk about this hot topic. Enjoy this amazing content! #ThisisBranders
Editor in Chief : Luis Fernando Vergara, lvergara@vrandgroup.com COO: Carolina Gomez, carolina@vrandgroup.com Advertising Director: Elizabeth Gomez, egme27@yahoo.com Design: Branders Media Group The contents of this publication is exclusive and opinions expressed are responsibility of the authors. Reproduction from the contents of this publication is prohibited without authorization.
DIGITAL OFFICE United States +1 405 640 7391 | lvergara@vrandgroup.com Branders Magazine is published by Branders Group www.brandersmagazine.com
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Design | Disruptive Branding
Terri Goldstein | Packaging Expert
Seconds to Seduce You Brand Disruption
T
he corner of 35th and Fashion Avenue is one of the busiest in New York City. Hundreds of thousands of people make their way across the intersection daily, bombarded with stimuli—advertisements on every surface, streetlights, honking taxis, traffic cops in neon safety vests and that ever-present New York City smell. Almost every day, I walk from Penn Station to my office on 35th in the bustling heart of Mid-town Manhattan. After a 25-year career in package design, I see what most can’t: this intersection is not unlike the experience at any grocery store or drug store. With thousands of SKUs and brands to choose from, consumers encounter innumerable stimuli every time they shop. When shopping in a crowded retail environment, consumers have five seconds, on average, to make decisions. So, in a landscape as busy and competitive as New York City, with only seconds to seduce you, how can your brand disrupt? My firm The Goldstein Group developed a proprietary way of deconstructing a brand to its component parts—colors, shapes, symbols and words—
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then rebuilding them to shine on shelf and online. We call it the Shelf Sight Sequence™ and it’s the guiding force behind intelligent brand design. Successful disruptors know that a visually appealing package is tantamount when shaking up a consumer category. When Eric Ryan, the entrepreneur behind the wildly successful brand Method, looked at the vitamin aisle at his local Target, he saw a dull jumble of bottles. Not one was making an impact and what’s more is that consumers were often confused as to which supplements to take— key insights he took into his next venture, Olly Vitamins.
When trying to disrupt, look no further than the package; it speaks louder than words. The global dietary and supplements market was valued at $124.8 Billion in 2018. But despite being one of the highest-selling categories in drug stores, there was very little innovation. That is, until
sequence of cognition. The square package busts category codes—not only does it command shelf-space, it builds brand recognition. Words are the final stage of the sequence of cognition, but Olly doesn’t stop short with its innovation. Olly gets rid of the confusing clutter of esoteric ingredients and instead markets the benefits. So instead of selling melatonin supplements, Olly sells Ryan introduced Olly in 2014. sleep. Instead of collagen and hyaluronic acid, Olly Within one year the brand sells vibrant skin, making it was breaking even, within easy and approachable for three years the company was consumers to find the benefits bringing in $80 million in they’re looking for. Olly isn’t sales. alone, take a close look at the What makes Olly such consumer marketplace and a breakout success and what unites a lot of disruptors category disruptor? Well, is their forward-thinking take a side-by-side look at approach to trade dress. It’s Olly’s packaging and almost any one of its competitors and this combination of visual cues you immediately notice how it that can make a knock-out success. exists in a league of its own. Unilever’s acquisition of Color is the first thing the Olly brand, with William our brain sees when it Hood & Company serving processes visual information. as exclusive M&A advisor, is In a category of mostly white, proof that a good idea backed Olly breaks the mold with up by even better design can bright colors for each of win big. So, when trying to its SKUs—pinks, purples, disrupt, look no further than yellows. Each one with the package; it speaks louder energizing and youthful than words. patterns. But it doesn’t stop If you think your brand there. Olly trades the typical round vitamin jars for a cubic should be featured in the package—important because next column, contact me at terri@tggsmart.com. shape is the second thing consumers notice in their
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Top Brands
Words of Branders
Disruptive brands in 2019
Tesla Tesla was founded in 2003 by a group of engineers who wanted to prove that people didn’t need to compromise to drive electric – that electric vehicles can be better, quicker and more fun to drive than gasoline cars. Today, Tesla builds not only all-electric vehicles but also infinitely scalable clean energy generation and
Stitch Fix
storage products. Tesla believes the faster the world stops relying on fossil fuels and moves towards a zero-emission future, the better. Launched in 2008, the Roadster unveiled Tesla’s cutting-edge battery technology and electric powertrain. From there, Tesla designed the world’s first ever premium all-electric sedan from the ground up – Model S – which has become the best car in its class in every category.
Katrina Lake Founder and Stitch Fix is the personal style service CEO of Stitch for men and women that evolves with your Fix. Lake is tastes, needs and lifestyle. passionate about Founder Katrina Lake created Stitch Fix helping women to blend the human element of personal achieve everyday styling with high-quality clothing and confidence.
proprietary algorithms. She shipped the first Stitch Fix order out of her Cambridge apartment in 2011 while attending Harvard, and today the company has brought the exclusive shopping experience to millions of men and women nationwide. In 2016, we launched men’s, and extended our women’s offerings to include plus sizes in 2017. 12 BRANDERS MAGAZINE • 2019
Martin Eberhard and Marc Tarpenning founded Tesla in 2003 and was named after Serbian American inventor Nikola Tesla.
Disruptive brands in 2019
Tony and terry pearce founders at purple
purple
Square The company started with a little white card reader but haven’t stopped there. Their new reader helps sellers accept chip cards and NFC payments, and Square have tools for customers too, like our Cash App, which lets people send money to friends and family instantly. The company is empowering the electrician to send invoices, setting up the food truck with a delivery option, helping the clothing boutique pay its employees, and giving the coffee chain capital for a second, third, and fourth location.
Jack Dorsey is the CEO, CHAIRMAN, AND COFOUNDER, SQUARE
Smarter Smarter has swiftly become one of the UK’s fastest growing connected home companies, pioneering the emerging ‘connected kitchen’ lifestyle, creating innovative products that can enhance our everyday lives. The award-winning Londonbased company first came to prominence in 2013, with the successful launch of the first ever WIFI-enabled iKettle, going on to become a bestseller. The idea of connected kitchen products was first identified by Young Entrepreneur of the Year and Smarter CEO Christian Lane.
Purple is A product innovation company with the mission-driven to creating real comfort solutions that meaningfully improve lives. A patent-pending machine called Mattress Max™ was created, taking over two years and several million dollars. Now, the Pearce brothers use the Mattress Max™ to make Hyper-Elastic Polymer™ in the USA large enough to fully cover a kingsized mattress, and at production rates and costs that allow them to sell it affordably online.
FOUNDED BY Howie Liu, Andrew Ofstad and EMMETT Nicholas
AIRTABLE
Christian Lane six-time award-winning Entrepreneur is the CEO and Founder at Smarter
Airtable was founded on the belief that software shouldn’t dictate how you work—you should dictate how it works. Their mission is to democratize software creation by enabling anyone to build the tools that meet their needs. Creators and creatives around the world use Airtable to do everything from cattle tracking to filmmaking, and they have great things to say.
72% Sustainable Brands
of people have creative insights in the shower
84%
of executives consider their future success to be very or extremely dependent on innovation
61% 80% of ceos worldwide say that innovation is a priority or a primary focus within their businesses
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ONLY 1 IN 4 BELIEVE THEY ARE LIVING UP TO THEIR CREATIVE POTENTIAL
PEOPLE FEEL THAT UNLOCKING CREATIVITY IS CRITICAL TO ECONOMIC GROWTH
Sources: https: //www.entrepreneur.com/article/228516 https://www.viima.com/blog/innovation-stats http://www.tipsywriter.com/blog/interesting-facts-creativity/ https://usergeneratededucation.wordpress.com/2012/04/25/schools-are-still-killing-creativity/
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assess these risks and opportunities adequately. Blackrock’s turn to the purpose and wanting to invest in companies who understand and act on their environmental and social obligations and opportunities is underpinned by their own research1 that ESG funds will account for 60% of the global growth in exchangetraded funds over the next decade. Many investors – public pension funds in particular – will not invest in companies without a clear and credible purpose, while private equity firms are appointing heads of ESG to assess and manage their
investees’ performance in this space. Whether passive or active, investors are encouraging companies to improve their social and environmental performance. Why? Because they have watched, researched, analyzed and interrogated companies’ performance (more than any protestor, regulator or activist citizen was ever able to do) and come to the conclusion that companies who are not acting on their material environmental and social impacts are not worth investing in. For those of us who aren’t in a position to analyze and interrogate company
Just as marketers are turning to ‘brands with a conscience’, investors are turning to companies with solid ESG (Environmental, Social and Governance) credentials. performance to quite the same degree, brands with conscience provide us with a shorthand for making choices in line with our own values. The Medinge definitions of what constitutes a brand with conscience – including having a visible conscience; promoting the value of caring for one another;
acknowledging that we are all fundamentally equal; and being visibly accountable for all its actions – are simply human expressions of what the investment community is now looking for, and why it makes sense to follow the men and women of Wall Street and invest our own time and money in brands with conscience.
1. https://www.etfexpress.com/2019/03/06/273724/blackrock-launches-six-new-sustainable-etfs
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