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Authentic Brands, Design Thinking and Wicked Problems

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Authentic Brands, Design Thinking and Wicked Problems
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Authentic Brands, Design Thinking and Wicked ProblemsUniversity of Oregon: Contemporary Design TalkKeith Gerr, Director of Strategy – Opus Creative4.15.09What is an Authentic Brand?• Value Delivery– Does what it is supposed to do– When it doesn’t do what it’s supposed to do, the company fixes it• Values Resonance– Company consistently acts in accordance with a value system that is identifiable to you– New Social Contract vs. Old Social Contract“Products without aesthetics are uncompelling; brands without meaning are undesirable; and business without ethics is unsustainable.”Marty Neumeier, President Neutron LLCBrand is behavior – it is not logos, color palettes and slogansIs any brand truly authentic?The definition of authentic is personalWhat are your expectations of quality ?What is your tolerance for shenanigans?Are you willing to forgive?What’s the threshold between preference and loyalty?How open are you to change?So how does a brand attempt to be authentic?Companies and the brands they promote must fundamentally give a shit about it’s employees, customers, partners, shareholders and the rest of the worldStay true to the origin storyPromote defensible attributesAct in accordance to a stated values systemHave open dialogue with the worldUnderstand the role your brand playsin a persons pursuit of self‐identityRespect the head, Touch the heart, Satisfy the gutDon’t be afraid to repel audiencesValue design thinkingDocument Outline
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