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Designing  services
One of the misunderstandings of these days is that a designer has an artist or artisan background. In that approach designers are idea generators, visualizers and prototypers.   That is not our point of view. Our adagium comes from the management writer Herbert Simon, who stated that "Everyone designs who devises courses of action  aimed at changing existing into preferred ones".  As stated by others, this version of design tends to abstraction and general expertise.   The focus of this blog is service and services. In our world  service is exchanged for service. All firms are service firms; all markets are centered on the exchange of service, and all economies and societies are service based. And just even government and other institutions are always exchanging services for services. But be sure, in this era of change there is a heavy focus also on concept generation, visualization and digital concept and prototypes.   Interested in designing services? In case you are interested to follow,  check the options in the sidebar. You can follow this blog on Facebook, Pinterest, Twitter and via email and RSS. It is up to you! In case you are interested to connect on linkedin, please feel free to do so (some of this content is also posted on that platform).  
Curated by Fred Zimny
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9 Principles For Great Branding By Design

9 Principles For Great Branding By Design | Designing  services | Scoop.it
We all know great design has a critical role to play in building a great brand. But how do we go about making that happen? Three top designers weigh...
Fred Zimny's insight:

We all know great design has a critical role to play in building a great brand. But how do we go about making that happen? I recently had the opportunity to speak to three top designers about that very question: Robert Brunner, founder of the design shop Ammunition and author of Do You Matter: How Great Design Will Make People Love Your Company; Joe Doucet, founder of Joe Doucet Studio and David Hill, vice president of design at Lenovo and author of the Design Matters blog.

Through these conversations, it became clear that the link between design and branding is important, and that having a top design team is to crucial to having a winning brand.

Here's what I learned

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Optimize This: Why BRANDS Are The New SEO & How To Optimize Them

Optimize This: Why BRANDS Are The New SEO & How To Optimize Them | Designing  services | Scoop.it

Optimize This explains that BRANDS are the new SEO and how, in a time when change is everything, creating, testing and surfing beats "optimization".

Speaking at Raleigh Jaycees tonight on why BRANDS are the new SEO and it is better to SURF and CREATE them than think in the old terms and ways such as "optimize" or "SEO".  


Via Martin (Marty) Smith
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Joachim Scholz, PhD's comment, January 17, 2014 7:50 PM
Did I miss something, or was this just the little saying Haiku deck? There wasn't much info. What does the author mean by surfing the brand, do you know? I am honestly asking, not trolling.
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A Brand's Visual Storytelling Is A CSF (Critical Success Factor)

A Brand's Visual Storytelling Is A CSF (Critical Success Factor) | Designing  services | Scoop.it

There is a well-known statement that brand isn't just a logo or a product. As well as brand identity isn't just a stationary set. It is much more.

Marty - Love looking into a brand's "galaxy". Faith Popcorn famously said we don't BUY brands we JOIN them. That statement seems increasingly true in this connected social time.


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Branding: How It Works in a Social Media Age [INFOGRAPHIC]

Branding: How It Works in a Social Media Age [INFOGRAPHIC] | Designing  services | Scoop.it
Branding and social media — they seem to go together so well, yet they're both widely misunderstood. While social media can serve as a gigantic megaphone for your brand, social ...

Via Martin (Marty) Smith
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Jack Tang's comment, March 15, 2013 1:14 AM
Media and branding is always been mention together. The fastest to get your brand well known by everyone is though media channels like TV ads and internet. According to research, that TV ads advertisement has the biggest revenue in the industry
An, SungBin's comment, March 15, 2013 1:33 AM
because of these days internet immprovement, most of companies advertise there brand and products through internet like facebook and twitter. in article there are more facebook users than a twitter user in US. however, more people in twitter are saying only positive reactions to certain brand.
Kevin Chai's comment, March 15, 2013 3:17 AM
The article seems to be focused on a comparison between the effectiveness of marketing on Facebook or Twitter, with very little information regarding other sources of social media. Facebook is a decidedly more effective marketing tool than Twitter is, with their brand much more likely to spread there than on Twitter. However, Facebook is also a little bit more objective, due to how lenient females are on Twitter. While it does give a little bit of detail regarding how effective the two social media platforms are, much of these statements are something that we already knew and so this article does not contribute much to the understanding of branding.
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Authenticity Vs. Perfection: How To Brand Like A Rock Star | Fast Company

Authenticity Vs. Perfection: How To Brand Like A Rock Star | Fast Company | Designing  services | Scoop.it

Billy Joel’s schmaltzy ballad “Honesty” spoke the truth back in 1979.

 

Karen Dietz: I really like this post because it is all about the quality of authenticity -- and not worrying about being perfect!

 

Authenticity is the heart and soul of business storytelling. This post uses rock bands to talk about this.  As the author says, "There was a point, only a few years ago, where having a solid rock star brand meant covering up every wart and imperfection."

 

And, "A point to consider about honesty in branding: We human beings are wonderfully imperfect creatures, and we can only relate and bond with other wonderfully imperfect creatures."

 

Dare to be honest, authentic, and imperfect in your stories and story sharing.  It will make you much more human and relatable :)


Via Karen Dietz, Robin Good
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Karen Dietz's comment, January 3, 2012 6:24 PM
Thanks Jan!
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Only 28% Brands Can Measure Content Marketing ROI

Only 28% Brands Can Measure Content Marketing ROI | Designing  services | Scoop.it

Almost two-thirds (63 per cent) of brands now have a dedicated content marketing budget, research from Bite has found, with 43 per cent of those surveyed saying content marketing was a board priority for their company


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Martin (Marty) Smith's curator insight, March 17, 2014 8:59 PM

Yep, this infographic sounds and feels right to me. Fact I was surprised it was as high as a third :). Marty

Tim Mustill's curator insight, March 18, 2014 6:16 AM

No worse than print media imho!

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Biz Storytelling: What Marketers Are Missing About Making Emotional Connections

Biz Storytelling: What Marketers Are Missing About Making Emotional Connections | Designing  services | Scoop.it
Douglas Van Praet discusses the neurological nature of empathy and how marketers often focus on competition at the expense of real connections.

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David Hain's curator insight, November 26, 2013 12:16 AM

Using empathy adds to your business story. 

Juliana Loh's curator insight, November 27, 2013 4:17 AM

Marketers are a strange breed... so attached to their 'numbers and analytics'. After returning from a series of marketing-focused conferences, I heard one say to the other: "they want more empathy? okay then, throw them more testimonials and let them talk about it online". *groan*  No no no...  maybe you should read this article. (Thanks Karen)

Julien Pepiot's curator insight, November 27, 2013 10:00 AM

"Provide value and not take value = a customer for life"

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Wrapped up in a Book: The Role of Emotional Engagement in Reading -- & Storytelling!

Wrapped up in a Book: The Role of Emotional Engagement in Reading -- & Storytelling! | Designing  services | Scoop.it

Via Karen Dietz
Fred Zimny's insight:

It contributes to your eq.

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Karen Dietz's comment, March 2, 2013 3:42 PM
I agreed Fred. And yes Miklos, I love it when what we know to be true is validated by research.
Kala's comment, March 4, 2013 10:08 AM
A big thank you for your overall curation work about storytelling! You are the very first one I see doing it so "intelligently", with real added-value :)
Karen Dietz's comment, March 5, 2013 1:26 PM
Thank you so much Kala! You have made my day :)
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Engagement Publishing is the New Content Marketing - Here's Why - John Battelle

Engagement Publishing is the New Content Marketing - Here's Why - John Battelle | Designing  services | Scoop.it

I selected this piece today because it is timely and relevant, social media is part of the equation but the focus should be on social business, which is the bigger picture. It's important to package your content and repurpose it to fit the social network(s) where your audience resides. This interview talks about   

 

In this interview with McKinsey and Compay, John Battelle, founder & chairman of Federated Media Publishing says.....

 

**Marketers need to shift their mindset from being a publisher to engaging an audience.

 

To paraphrase:

 

Marketers are starting to see an ecosystem of paid, owned and earned media that they're very interested in feeding through social interactions and content marketing.

 

Here's what caught my attention:

 

Marketers have always created content, print and radio ads, 30-second spots, display banners

 

****But they never have really seen these elements as an integrated corpus of content living in a digitally driven ecosystem

 

**Marketers need to become engagement publishers

 

**"Increasingly, [marketers] are realizing that this social media space involves an ongoing conversation. Assets never really go away."

 

**Building conversation “inventory” at scale

 

I agree that all brands probably should be on Facebook, but what you really need is an integrated strategy that has – at its root – the brand's own domain, independent from any platform other than the Internet itself.

 

Measuring the success of conversational engagement

 

These things are very hard to directly measure from a simple click. And often, as we know, the people who click are not the people you want as customers anyway.

 

**So you need a bridge to that kind of insight that gives a media buyer the justification to say that this new technology is worth the investment.

 

**Marketers have been very interested in understanding how their content is amplified in the past few years

 

**Now there is technology that allows us to automatically collect and present this data (More in detail in interview)

 

**The best companies create communities of interest that are independent:

 

**they are rooted in the independent Web, with expressions on Facebook, or as an iPhone or Android app – those all become instances of their brand.

 

** Companies should create a circulatory system through which they can promote different aspects of their messaging and interactions with their community.

 

**If you're going to be a brand with a publishing approach to marketing, you must have an independent taproot that isn’t controlled by anyone but you. 

 

Put out your branches and feelers everywhere. Integrate that experience and let your content and messaging flow through it.

 

Curated by Jan Gordon covering "Content Curation, Social Business and Beyond"

 

Read full interview here: [http://bit.ly/x7mHwm]


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