Designing Brands

Founder and EVI practice leader Stephen Turner brings more than two decades contributing to enduring qualities of household brands. He has applied design thinking at the highest levels. Projects and programs with these companies earned his firm more than 100 design awards, including Clio, NY Art Director’s Club, SF Show, and The Mead Show. He was named as “50 Designers to Watch” by Graphic Design:USA and he was honored to be key note speaker at the AIGA SF Portfolio Day. Turner is the only person in the world who served as judge in the Communication Arts Design Annual and earned a Master’s in Information Systems Management. He expanded the portfolio of services and technologies of the firm with the introduction of Enterprise Value Integration. EVI brings design thinking, customer experience, branding, cloud computing, BPM, and financial analysis together in one firm. Turner’s vision is to apply design thinking to marketing and technology, with an abiding empathy for real people – customers.

Q: HOW DOES A LARGE ORGANIZATION INCORPORATE EMPATHY INTO ITS MINDSET?

A: Great marketers understand customers as people, not just attributes that enable segmentation. This means that understanding the ACTUAL user experience is critical. It provides an opportunity to see the world from their perspective and solve real-world problems they encounter.
Q: WHAT DOES DESIGN THINKING HAVE TO DO WITH BRANDING?

A: Empathy for the customer or user is at the heart of Design Thinking. Enterprise Value Integration believes that this thinking needs to touch everything a business does. It should be reflected in the trademark, as well as information systems.

Q: WHAT MAKES ENDURING BRANDS RESONATE OVER TIME?

A: At the core of any great brand is its human appeal. If it can touch a person's emotional core, the brand has the potential to gain a person's loyalty. EVI brings design thinking to the entire process, from design to programming, from messaging to architecting efficient workflows.
Q: HOW DOES YOUR BRAND KEEP UP?

A: Customers expect brands to resonate with where they are now in their lives. Digital transformation is a vital tactic to assure customer intimacy can be scaled across an organization. Cloud computing is the most agile way to adapt and grow a brand.
Q: WHY DOES BRAND LOOK AND FEEL MATTER?

A: Brands are not just logos and trademarks. Brands are a series of choices that guide people at a sub-conscious level. They guide employees, customers, and even investors to remain emotionally involved with the lifestyle or culture of the brand.

Q: CAN YOUR CO. KEEP ITS BRAND PROMISES?

A: Cloud computing enables essential online business processes to be replicated throughout an organization. Combined with the personal touch and elegantly simple user interfaces, these processes are based on business rules designed specifically to deliver the desired customer experience.
Q: HOW DOES THE BRAND PROMISE RELATE TO THE LOGO?

A: The greater the frequency of exposure to BOTH the trademark and the brand promise, the greater the recall among consumers. Consistency is key, in the messaging, promotions, training of staff, and ability to execute the promise.
Q: WHY IS A BRAND MORE THAN A LOGO?

A: At its best, a brand has equity that is based on much more than the intellectual property associated with its trademark, service mark, or trade dress. The best brands are aspirational and appeal to consumers on an emotional level.
Q: WHAT DO BRAND PROMISES HAVE TO DO WITH CLOUD COMPUTING?

A: Companies have a difficult time consistently delivering what they promise to customers. Cloud computing offers scalable processes that can be architected to be on-brand. Enterprise Value Integration specializes in doing this.

Q: DO QUESTIONS FOR CUSTOMERS HAVE BIAS?

A: It is always better to give customers a way to tell you what they really think, than to ask your own questions. Marketers have biases and preconceived ideas about customers. Unstructured feedback loops provide a better way to gain insights.
Q: DO YOU HAVE A FEEDBACK LOOP TO IMPROVE WHAT YOU DO?

A: It is not enough to have a pop-up window on a webpage asking what the customer thinks even before they do anything. A brand can only consistently delight customers by recording a combination of feedback as well as behavior. The cloud is ideal for collecting and analyzing vast data.
HOW DOES YOUR BRAND ANIMATE THE OVERALL STRATEGY OF THE COMPANY?

A: Brands are not just logos and trademarks. Brands are a series of choices that guide people at a sub-conscious level. They guide employees, customers, and even investors to remain emotionally involved with the lifestyle or culture of the brand.

Q: WHAT IS THE RELATIONSHIP BETWEEN BRANDING AND CUSTOMER VALUE?

A: Powerful brands make clear and compelling promises to the markets their companies serve. Customers build relationships with brands over time that deliver value to them. Value is reciprocal. They spend money and the brand solves a problem.
Q: WHY DOES CUSTOMER VALUE OFTEN GET LOST IN ENTERPRISES?

A: Public companies are under pressure to generate value for shareholders. Management compensation is aligned with increasing stock price. This has resulted in cost-cutting without regard to whether a process serves customers.

Most companies do a great job of describing WHAT they sell customers. They focus on features and benefits. They begin to need help in quantifying their value proposition, in large part because they do not consistently track the value created for each customer.

Enterprise Value Integration enables companies to go beyond the WHAT. On the more abstract level, we focus on messaging, so that every brand we work with can inspire customers with the WHY and HOW they will do for the people in their market.

EVI also goes down to the most concrete level. We take brand promises into the business architecture of an organization that wants true integration. Cloud computing, artificial intelligence, and big data are all part of digital transformations designed to create more value. We keeping brand promises to generate more value. Contact us if you are ready for the future.

Q: HOW DOES A LARGE ORGANIZATION INCORPORATE EMPATHY INTO ITS MINDSET?

A: Great marketers understand customers as people, not just attributes that enable segmentation. This means that understanding the ACTUAL user experience is critical. It provides an opportunity to see the world from their perspective and solve real-world problems they encounter.

Q: WHAT DOES DESIGN THINKING HAVE TO DO WITH BRANDING?

A: Empathy for the customer or user is at the heart of Design Thinking. Enterprise Value Integration believes that this thinking needs to touch everything a business does. It should be reflected in the trademark, as well as information systems.

Q: WHAT MAKES ENDURING BRANDS RESONATE OVER TIME?

A: At the core of any great brand is its human appeal. If it can touch a person's emotional core, the brand has the potential to gain a person's loyalty. EVI brings design thinking to the entire process, from design to programming, from messaging to architecting efficient workflows.

Q: HOW DOES YOUR BRAND KEEP UP?

A: Customers expect brands to resonate with where they are now in their lives. Digital transformation is a vital tactic to assure customer intimacy can be scaled across an organization. Cloud computing is the most agile way to adapt and grow a brand.

Q: WHY DOES BRAND LOOK AND FEEL MATTER?

A: Brands are not just logos and trademarks. Brands are a series of choices that guide people at a sub-conscious level. They guide employees, customers, and even investors to remain emotionally involved with the lifestyle or culture of the brand.

Q: CAN YOUR CO. KEEP ITS BRAND PROMISES?

A: Cloud computing enables essential online business processes to be replicated throughout an organization. Combined with the personal touch and elegantly simple user interfaces, these processes are based on business rules designed specifically to deliver the desired customer experience.

Q: HOW DOES THE BRAND PROMISE RELATE TO THE LOGO?

A: The greater the frequency of exposure to BOTH the trademark and the brand promise, the greater the recall among consumers. Consistency is key, in the messaging, promotions, training of staff, and ability to execute the promise.

Q: WHY IS A BRAND MORE THAN A LOGO?

A: At its best, a brand has equity that is based on much more than the intellectual property associated with its trademark, service mark, or trade dress. The best brands are aspirational and appeal to consumers on an emotional level.

Q: WHAT DO BRAND PROMISES HAVE TO DO WITH CLOUD COMPUTING?

A: Companies have a difficult time consistently delivering what they promise to customers. Cloud computing offers scalable processes that can be architected to be on-brand. Enterprise Value Integration specializes in doing this.

Q: DO QUESTIONS FOR CUSTOMERS HAVE BIAS?

A: It is always better to give customers a way to tell you what they really think, than to ask your own questions. Marketers have biases and preconceived ideas about customers. Unstructured feedback loops provide a better way to gain insights.

Q: DO YOU HAVE A FEEDBACK LOOP TO IMPROVE WHAT YOU DO?

A: It is not enough to have a pop-up window on a webpage asking what the customer thinks even before they do anything. A brand can only consistently delight customers by recording a combination of feedback as well as behavior. The cloud is ideal for collecting and analyzing vast data.

HOW DOES YOUR BRAND ANIMATE THE OVERALL STRATEGY OF THE COMPANY?

A: Brands are not just logos and trademarks. Brands are a series of choices that guide people at a sub-conscious level. They guide employees, customers, and even investors to remain emotionally involved with the lifestyle or culture of the brand.

Q: WHAT IS THE RELATIONSHIP BETWEEN BRANDING AND CUSTOMER VALUE?

A: Powerful brands make clear and compelling promises to the markets their companies serve. Customers build relationships with brands over time that deliver value to them. Value is reciprocal. They spend money and the brand solves a problem.

Q: WHY DOES CUSTOMER VALUE OFTEN GET LOST IN ENTERPRISES?

A: Public companies are under pressure to generate value for shareholders. Management compensation is aligned with increasing stock price. This has resulted in cost-cutting without regard to whether a process serves customers.