The document discusses the importance of branding and user experience. It emphasizes that a brand is defined by the experience people have with a product or service. A strong brand focuses on understanding customer needs and translating those needs into business goals and brand values. An effective brand also focuses internally on company culture and executing the brand promise externally through products and customer interactions. Building a brand is an ongoing process of understanding customers, refining goals and culture, and repeating.

1. Your brand is
made by humans
for humans
LucaQuattrin-11.20.2017

3. The way a person feels
about using a product, system or service

4. UX
The way a person feels
about using a product, system or service

5. UX
BRAND
The way a person feels
about using a product, system or service

6. UX
BRAND
THE PROOF
What you do
THE PROMISE
Why it exists
https://medium.com/method-perspectives/brand-is-experience-experience-is-brand-b5b757d63628
Brand loop

8. USER EXPERIENCE BRAND

11. USER EXPERIENCE BRAND

16. USER EXPERIENCE BRAND

19. Putting people
at the center
of everything
SO, WHAT’S REALLY MATTERS?
Innovation is shaping our lives, people changed during the last few years
and keep changing (so their needs).

20. One of the features of this
4th industrial revolution, is that
it doesn’t change what we are doing,
but it changes us.
“
KlausSchwab-WorldEconomicForumChairman

21. but it changes us.
Believes
Values
Behaviours
Human nature

22. 1
Wheretostart-thegoldenrules
Know your customers/users
and define their needs.

23. 2
Wheretostart-thegoldenrules
Translate these needs
into business goals.

24. 3
Wheretostart-thegoldenrules
Define and build your
Brand around them.

25. 4
Wheretostart-thegoldenrules
Bring on board your team
(company culture).

26. Brand
GoalsUsers
WHO WE ARE
BUSINESS IMPACTCUSTOMER NEEDS

27. BUSINESS MARKETING TECH CREATIVE
Business, Creative, Tech and marketing people must work together.
Each with different interest in a project

28. BUSINESS MARKETING TECH CREATIVE
From

29. BUSINESS MARKETING TECH CREATIVE
To

30. Authenticity
The quality of being authentic

31. http://trendwatching.com/quarterly/2017-09/glass-box-brands/
Glass Box
Brand
Outsider can easily see inside:
people and process.
They can see the values.
A brand used to be a black box,
now it is a glass box

32. http://trendwatching.com/quarterly/2017-09/glass-box-brands/
In an age of radical
transparency, your internal
culture is your brand.

33. A Company Culture focused to help its employees
achieve excellence

34. Rethink
Maserati’s Brand
mission
EXERCISE
Starting from the Brand Mission rebuild it with
Maserati’s customers in mind.

35. 1. Brand analysis
Target analysis
Mission definition
2.
3.

36. Maserati cra!s cars of outstanding beauty and power, permeated with what is known as Italian style:
a unique combination of refined taste and creative prowess, that knows no equal anywhere in the
world. Today, Maserati delivers just that, ensuring all the brand’s knowledge and taste is distilled
in each and every one of its creations.
Build luxury performance automobiles with timeless italian style, accomodating bespoke
interiors, and effortless, signature sounding power.
MISSION

37. We provides cars for trailblazers celebrating initiative, courage,
willingness to challenge the status quo.
Each Maserati is a unique italian masterpiece: a unique combination of refined
taste and creative prowess for those whose life and world is their own creation.
MISSION (CUSTOMER-ORIENTED)

38. Clear
Open
Actionable
MISSION (CUSTOMER-ORIENTED)

39. Brandculture
EsenEssentials
Your brand is
made by humans
for humans

40. Brand Values
The character, ethics and integrity of your brand. Customers who identify with
your values may become loyal supporters.
Humble
Passionate
Brave
Ambitious
Happy to be “famers”
Curious

41. Brand Vision
A statement that paints a picture of the future your brand. It motivate employees
and inspire customers.
To create a better everyday life for the many people

42. Brand Mission
A short statement that declares the brand's purpose.
It provides a consistent direction to strategy.
Our business idea supports this vision by offering a wide range of well-designed,
functional home furnishing products at prices so low that as many people as possible will be able to afford them.

43. Brand Personality
The use of human-like characteristics to model brand identity. It is common to use words such
as friendly, trustworthy, reliable, committed, elegant, sophisticated, pioneering, exciting,
ethical and youthful to describe a brand.
Thinking of a brand as a person can be a useful analogy to develop a consistent
identity that resonates with customers and employees.
Outdoorsy, daring and independent

44. Brand Tone of Voice
It is not what you say, but how you say it.
PASSIONATE
Because Maserati is fuelled
by passion, by the drive to
produce excellence.
CONFIDENT,
BUT EMPATHETIC
Because it mirrors Maserati clients,
who are self-con dent, strong-willed,
but capable of engaging and sharing
with others.
PROVOCATIVE
Defy conventions, challenge
preconceptions. Maserati
communicates with clarity and
courage, as only true leaders do.
INSPIRATI
Maserati d
is richer, m
adventuro
the ordina

45. The structure of relationships between the brands of an organization.
Organizations may make significant efforts to differentiate brands.
They may also develop a number of relationships between brands such as a
parent-child relationship.
Brand
Architecture

46. Monolithic
Brand
Architecture
The name of the company
is used in every product or
service.

47. Endorsed
Brand
Architecture
Sub-brands are related to
the main one through a visual
or verbal link.

48. Freestanding
Brand
Architecture
A freestanding brand is a separate brand
for a product or service offering.
It is purposely created to stand apart
and be independent from the other brands
in the portfolio of a business.

49. Brand Identity

50. Brand Identity
Content guideline

51. Brand Identity
Content guideline
Product/service toolkit

52. Brandculture
In coIn conclusion
Your brand is
made by humans
for humans

53. 1
Know your customer needs
Translate the needs in business goals
Build/develop the brand around them
Focus internally (company culture)
Focus externally
Repeat

54. Know your customer needs
Translate the needs in business goals
Build/develop the brand around them
Focus internally (company culture)
Focus externally
Repeat
2

55. Know your customer needs
Translate the needs in business goals
Build/develop the brand around them
Focus internally (company culture)
Focus externally
Repeat
3

56. Know your customer needs
Translate the needs in business goals
Build/develop the brand around them
Focus internally (company culture)
Focus externally
Repeat
4

57. Know your customer needs
Translate the needs in business goals
Build/develop the brand around them
Focus internally (company culture)
Execute externally
Repeat
5

58. Know your customer needs
Translate the needs in business goals
Build/develop the brand around them
Focus internally (company culture)
Execute externally
Repeat
6

59. Thank you
LucaQuattrin-11.20.2017