Building Iconic Brands Through Story Telling and Design Vince Voron, Vice President & Executive Creative Director Dolby Labs, Global Brand Content Marketing
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Jun 14, 2015
How design thinking can bring positive business change
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Building Iconic Brands Through Story Telling and Design
Vince Voron, Vice President & Executive Creative Director !
Dolby Labs, Global Brand Content Marketing
‘01 ‘02 ‘03 ‘04 ‘05 ‘06 ‘07 ‘08 ‘09 ‘10
+64%
Design-Centric Firms
S&P 500
-22%
Source: Fast Company 2012
Corporate Design Index
Design-Centric Firms: !
• Hewlett-Packard • JetBlue • Johnson & Johnson • Kraft • McDonald’s • Nike • Procter & Gamble • Target • Starwood • Whirlpool
“Businesspeople don’t just need to understand designers better—they need to become designers.”Roger Martin - Dean, Rotman School of Management
Source: Fast Company 2014
Most important leadership qualities over the next five years
60%
52%
35%
30%
28%
26%
26%
12%
12%
Creativity
Integrity
Global thinking
Influence
Openness
Dedication
Focus on sustainability
Humility
Fairness
Integrate Design Studio + Boardroom
Telling a complete story
Icon
ic Br
and Great Product
Compelling Experience
Story
Icon
ic Br
and Great Product
Compelling Experience
1978-present
Evolution of brand mark
1992
From: Product Focused
2004
To: Experience Focused
present
Experience Focused: Storytelling
Icon
ic Br
and Great Product
Compelling Experience
2006
From: Unfocused and losing equity
To: Focused and leading with equity
present
Experience Focused: Storytelling
Icon
ic Br
and Great Product
Compelling Experience
From: Product Focused
1980
To: Experience Focused
2005
Experience Focused: Storytelling
Icon
ic Br
and Great Product
Compelling Experience
Story
Icon
ic Br
and Great Product
Compelling Experience
Story
Icon
ic Br
and Great Product
Compelling Experience
$$$
1998 Unbalanced Innovation Investment
$$
$
Consumer Touchpoints: Jewels
Empowering Passion ... Inspires Innovation
2004 Balanced Innovation Investment
Icon
ic Br
and Great Product
Compelling Experience
$$$
$$
$
2006 Unbalanced Innovation Investment
Brand Design System: Sparkling TM
CCNA & CCR | Retail Design Standards v1.0 Confidential: 2012
4.04
Integrated MessagingOpen Frame Product Stage Approach RoundAsymmetric Header Trademark ColorContinuous Loop 3D Dynamic Ribbon
Sparkling TM Brand Design System
The Trademark Brand family includes COCA-COLA, DIET COKE, and COKE ZERO. These three brands have all the same form elements, enabling a smaller capital investment in tooling for brand-differentiated equipment system. The differentiating factor will rely on the portfolio colors of COCA-COLA Red, COKE ZERO Black, and DIET COKE Silver. Refer to the COCA-COLA North America Graphic Visual Identity System for more thorough application guidelines of the 2D equities.
3D Dynamic Ribbon
Spencerian Script Red Disk Dynamic Ribbon Iconic Bottle COCA-COLA Red GIB® Rack Badge(2.13 - 2.16)
Closed Loop Pattern(2.17)
Contour Chamfer Asymmetric Header Uplift Sculpted Flow COCA-COLA Red Reach Out
2D Graphic Equities
3D Cold Chill Equipment Form Elements
3D Ambient Equipment Form Elements
RPET RACK USAGEConsumer Facing (header badge) Font for editable material call out: VAG ROUNDED STD LIGHT
CORRUGATE RACK USAGEConsumer Facing (header badge) Font for editable material call out: VAG ROUNDED STD LIGHT
OTHER RACK USAGEConsumer Facing (header badge)
PRIMARY LOCK UPBottler Facing (side/back panel)Font for editable material call out: VAG ROUNDED STD LIGHT
RPET RACK USAGEConsumer Facing (header badge) Font for editable material call out: VAG ROUNDED STD LIGHT
CORRUGATE RACK USAGEConsumer Facing (header badge) Font for editable material call out: VAG ROUNDED STD LIGHT
OTHER RACK USAGEConsumer Facing (header badge)
PRIMARY LOCK UPBottler Facing (side/back panel)Font for editable material call out: VAG ROUNDED STD LIGHT
3 4 %1 2 6
3 4 %1 2 6
3D Brand Identity System
Consumer Touchpoints - Jewels
Jewels for Everyone
Joy at Every Touchpoint
2012 Balanced Innovation Investment
Not your father’s drink machine
Millennials: First Brand Experience
Digital Marketing - Responsive Design
Digital Marketing - Engaging Teens
Digital Marketing - Engaging Teens
Icon
ic Br
and Great Product
Compelling Experience
Consumer Touchpoints: Jewels
Consumer Touchpoints: Jewels
Dolby Voice Conference Phone
Dolby.com - Visual Storytelling
Dolby.com - Modular Design
Dolby.com - Visualizing Sound, Simply
Dolby.com - Responsive Design
Digital Marketing - Engaging Consumers
Icon
ic Br
and Great Product
Compelling Experience
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