The Designful company

  • Charismatic brands are the ones where customers are shouting "I love this company!"

  • State

    • people haev more buying options and they are favoruing, beauty, simplicity and the tribal identiy of their fabourite brands

  • Design as play (ludic process) as it invite random inspiration, it needs bounce around in the space between logic and magic

  • What is good design? it is combination of aesthetics and ethics / virtues just like what we want from another human being


  • Agility is apparent when an organization have the right mindset, right skills and the abliity to multiply those skills through collabraotions

  • Agility is something that needs to be embedded into the culture

  • Encourage the organization to have appetitle for radical ideas , keep the company in a constant of inventiveness

  • a designful mind confers the ability to invent the widest range of solutions for the wicked problems now facing your company, your industry, your world.

Brand Gap

Brand Flip


  • When people zig, zag.

  • Focus on unique selling tribe instead of USP

  • Define yourself by what makes you UNIQUE , not what makes you admirable

  • What makes you the only: Our brand is the only _______ that _______.


Who are you:

  • Where do you have the most credibility

  • Where do you have the most experience?

  • Where does your passion lie?

  • Write a future obituary for your brand

What do you do?

  • What business are you in?

  • Decide what is your purpose , beyond selling a product or a service

  • State your purpose in less than 12 words

3. What is your vision

  • What do you want to accomplish in 5,10,20 years?

  • How can you make this vision palpable and exciting?

  • Paint a vivid picture of your future?

  • Test it on a real piece of communication

  • Go back and refine it further

  • Use it repeatedly to illustrate the direction of your business

What wave are you riding?

  • What trend is powering business?

  • How powerful is it?

  • Can you ride more than one trend at a time?

  • Make a list of the trends that will power your success?

Who shares the brandscape

  • Who else competes in your category?

  • Who comes first, second, and third in customer’s minds?

  • Find how your brands ranks with customers

  • Design a strategy to become number one or two

  • Or become the first mover in a new category

What makes you the “only”

  • What’s the one thing that makes your brand both different and compelling?

  • Complete a simple onliness statement

  • Add detail by answering what, how who, where when and why

What should you add or subtract

  • What existing brand elements are undermining your onliness

  • What new brand elements could strengthen your onliness

    • Insights about art school

  • How do the remaining elements align with your vision?

  • Make a list of all current and planned offerings and brand elements

  • Decide which offerings to keep, sacrifice, or add

  • Be brutal - it’s better to err on the side of sacrifice

Who loves you?

  • Who makes up your brand community

  • How can you manage the “give and gets” so everyone’s happy?

  • Diagram your brand’s ecosystem

  • Decide how each participant will both contribute and benefit

Who’s the enemy?

  • Which competitor can you paint as the bad guy?

  • Tell your customers what you re not, in no uncertain terms

What do they call you ?

  • Is your name helping or hurting your brand?

  • If it’s hurting is there an opportunity to change it?

  • If it's too late to change it, is there a way to work around it?

  • Is it suitable for brandplay? Does it have creative legs?

  • Choose a name that is different brief and appropriate

  • Make sure it’s easy to spell and pronounce

  • Find out if the name can be used as a url

  • Determine how easy or difficult it will be to legally defined

How do you explain yourself?

  • What’s the one true statement you can make about your brand?

  • Craft a true-line that tells why your brand is compelling

  • Avoid any commas or “ands”

  • Turn your trueline into a tagline to use with customers

How do you spread the word?

  • How can you unpack your name, trueline, and tagline?

  • How can you enroll brand advocates through messaging?

  • How can you align all your communications with your zag?

  • Make sure your messaging is as different as yourbrand

  • Only compete at the touchpoints where you can win

How do people engage with you?

  • What are you selling and how are you selling it?

  • Which touchpoints will let you compete in white space?

  • Map your value proposition against those of your competitors?

  • See which competitive areas you can avoid entirely

  • Discover customer touchpoints where you will be unopposed

What do they experience?

  • How will customers learn about you ?

  • How can you “enroll them in your brand?”

  • Who will be your competition at each touchpoint?

  • Where should you put your marketing resources?

  • Map the customer journey from non-awareness to full enrolment

  • Bet your resources on the experiences that zag

How do you earn their loyalty

  • How can you help customers build barriers to competition?

  • How can you avoid creating ‘disloyalty program’

  • Start by being loyal to customers

  • Don't make new customers feel punished or excluded

How do you extend your success?

  • How do you keep growing the brand year after year?

  • Choose between a house of brands and a branded house

  • Add extensions that reinforce the brand’s meaning

  • Avoid extensions that unfocus the brand’s meaning

  • Avoid extensions that brings you into competition with leaders

How do you protect your portfolio?

  • How can the whole be worth more than the parts?

  • How can you stay focused under short-term profit pressure ?

  • Avoid c-sickness- contagion, confusion, contradiction, and complexity

  • Understand the long-term effects of brand extensions