About BR-ND

BR-ND creates brands which not only make business sense, but also promote happiness

BR-ND | Emotive Transformers

Unleashing positive behaviors, feelings and meaning Amsterdam based boutique consultancy Since 2005 Specialized in emotive branding, brand portfolio strategy and culture development Founded by Kim Cramer PhD & Alexander Koene Intersection of Marketing & Human Resources Latest scientific knowledge combined with playful process Co-creative approach for max engagement and collective intelligence Founders of 23plusone Friends Broad range of well-known clients

BR-ND | Emotive Transformers

External surveys Focus groups

Segments & Channels Corporate strategy

Vision interviews

We help make this happen

Competition

INSIGHT & UNDERSTAND

Image tracking

Vision & mission

Identity tracking

Purpose

Brand board Positioning Communications

MANAGE & MONITOR

Innovations Customer services

REBRANDING BRAND = TRANSFORMATION =

Portfolio

STRATEGISE & DEFINE

Brand story

CULTURE

Trademark registration

Brand logo Visual world

EXPRESS & BEHAVE

INTERNALISE & INVOLVE

Internal surveys Ambassadors Storytelling

Brand architecture

Workshops

Verbal world

Co-create

Behavior manifesto Brand movie BR-ND | Emotive Transformers

Social Intranet Dialogue

What you see is what you get

INTERNAL

Your people are the brand.

Involve them from the start.

BR-ND | Emotive Transformers

BRAND = CULTURE

Image = Identity The same behavior and feelings that attract customers also attract, motivate and keep co-workers.

EXTERNAL

Win people’s hearts by adding real value to their lives.

Start with feelings

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Gap analysis

PERSONAL IDENTITY

CURRENT IDENTITY

EMPLOYEES

BR-ND | Emotive Transformers

FUTURE IDENTITY

CUSTOMERS PROSPECTS

Brand portfolio

Kim Cramer PhD - UvA Onder moeders paraplu?

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Recent clients

BR-ND | Emotive Transformers

For cases, click the logos of our clients on www.br-nd.nl/over#klanten

BR-ND | Emotive Transformers

Kim Cramer PhD I am inspired by people, companies, brands and ideas that challenge what is commonly accepted as standard. One of my personal motivations for starting BR-ND was the possibility of pioneering an agency that approaches things from a human perspective.

Alexander Koene Marrying practical solutions with strategy, aesthetics, positive intent and creative ideas is what I love. I believe it takes guts to fight conventions and I find myself looking for leaders who are not afraid to take chances and who believe what I believe; when people get in motion, great things happen.

Because I feel a genuine desire to make a positive difference in the way people deal with each other, starting with the way my own agency behaves and how we strive to make those important to us feel. I want to share my talents and knowledge to beautify the world.

I have been told I’m bright, stubborn at times and increasingly idealistic – not always in that order. I like to think that I’m doing my best to make the world a happier, healthier and inspired place. I love to investigate how things work, improve and share the knowledge.

Kim has a PhD in communication science (UvA/SWOCC), is guest lecturer at various academic institutions (Industrial Design TU Delft, UvA, Vega School of Brand Leadership Johannesburg, EURIB, SRM, AOG) and member of the board of advisors of The good family and Action for Happiness.

Alexander has a degree in marketing, is a qualified skiing instructor, sports & health trainer and reserve cavalry officer. After a 16 year international career at Mars, BAT and P&G, in 2000 he became a branding consultant and entrepreneur.

Kim Cramer (1973) is proud co-founder of BR-ND, Emotome and 23plusone Friends.

BR-ND | Emotive Transformers

Alexander Koene (1964) is proud co-founder of BR-ND, Emotome and 23plusone Friends.

Our approach Case: Natuurmonumenten

BR-ND | Emotive Transformers

https://www.youtube.com/watch?v=1n5YdpT55JE

BR-ND | Emotive Transformers

https://issuu.com/br-nd/docs/merkkompas_natuurmonumenten/1?e=1606377/11901348

BR-ND | Emotive Transformers

Development For the future Fans: Members, Volunteers, Co-workers, OERRR kids Friends: CRM relation groups (Private, Children, Companies, Clients / users, Institutes and governments), collegues

Visual: clear colors and active people, each experiencing nature on their own way, playful children, unique nature.

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Verbal: Optimistic about the future, Proud, sharing experiences in nature, bewonderment & fascination

Society: Whole Dutch societey, Current and future generations a

Nature is life

Why: We love nature. Nature is life.

How: By making everybody experience nature we create the conservation movement of the future.

What: Conservation, protection, development and exploitation of nature reserves and monuments.

BR-ND | Emotive Transformers

Behavior: Challenging, Facilitating,, Enthusiast, Open, Honest, Connecting, Curious, Open for newness and experiments

For and by all people

BR-ND | Emotive Transformers

Phase 1 Visioning & Inspiration

Board session

BR-ND | Emotive Transformers

Phase 2 Engagement & Co-creation

Phase 3 Reinforcement & Activation

Step 1 - Visioning & Inspiration Goals Gather relevant information about the business strategy, organisation identity and brand portfolio Define the Board’s vision on the company's future and the desired brand identity Synchronise watches concerning the next steps in the process of defining the strategy together with the rest of the organisation Coach the Board in exemplary behaviour to increase success of the process Tools Desk research, vision interviews, Board sessions, Brand Fan (current portfolio) Timing 3 weeks - 1 month Deliverables Trinity & Purpose Statement according to the Board

BR-ND | Emotive Transformers

Step 2 - Engagement & Co-creation Goals Engage internal and external stakeholders Collect information (benchmarked data, insights, inspiration) about their feelings and perceptions Start creation of brand portfolio & naming scenarios Co-create the desired (mother) brand identity by means of one or more creative workshops Tools Teaser, online survey for all co-workers in the different companies and relevant clients/prospects, transparent social platform, Brand Fan (future portfolio scenarios) Deliverables Final Trinity, Brand Heart, Brand Story, according to the entire organisation, Brand Fan scenarios Timing 1-2 months after Step 1

BR-ND | Emotive Transformers

Step 3 - Reinforcement & Activation Goals Make employees feel proud of the company and what the brand stands for Employees know what the ambitions are and how they can contribute Visualisation of brand world Tools Social platform, Heart Beats workshops, Brand Fan Deliverables Heart Beats, brand movie, first steps in brand world design and naming, prototyping, brand portfolio strategy Timing 1-2 months after completion of Step 2.

BR-ND | Emotive Transformers

Het hele verhaal lezen? http://www.br-nd.nl/blog /2015/7/natuurmonumen ten-in-beweging

BR-ND | Emotive Transformers

Examples of interventions

BR-ND | Emotive Transformers

https://vimeo.com/55263936

BR-ND | Emotive Transformers

Merkbelevingsonderzoek 2015 | Estate

BR-ND | Emotive Transformers

BR-ND | Emotive Transformers

https://www.youtube.com/watch?v=Z1RZV0p7e14

BR-ND | Emotive Transformers

BR-ND | Emotive Transformers Vijzelstraat 68 1017 HL Amsterdam Kim Cramer kim.cramer@br-nd.com +316 19 65 91 45 Alexander Koene alexander.koene@br-nd.com +316 19 95 30 17