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Ameba 進化するためのブランド戦略

Aa6af9be6e75ea624bd188f7468f4f00?s=47 Jesus
December 22, 2020

Ameba 進化するためのブランド戦略

2020/11/18に開催したAmebaオンラインセミナーのブランディングパートの内容です。

100年愛されるメディアにするために〜「Ameba」16年目の進化~
https://cyberagent.connpass.com/event/191572/

Aa6af9be6e75ea624bd188f7468f4f00?s=128

Jesus

December 22, 2020
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Transcript

  1. ਐԽ͢ΔͨΊͷϒϥϯυઓུ Branding

  2. ෢ຊහ࣏ Ձ஋ΛσβΠϯ͢Δਓ ΫϦΤΠςΟϒσΟϨΫλʔ 504)*)"365",&.050 !NPDNJMMBO

  3. Ameba Brand Update "NFCB͸ϒϩάΛத৺ͱͨ͠ ίϯςϯπϓϥοτϑΥʔϜͰ͢

  4. None
  5. Ameba Brand Update ϒϥϯυͱ͸ɺΒ͠͞

  6. Ameba Brand Update ࢀߟจݙɿ-BOEPSࣄྫͰֶͿϒϥϯσΟϯά

  7. Ameba Brand Update ϒϥϯσΟϯάͱ͸ Β͠͞Λ఻͑ɺಧ͚ɺ৺ͷதʹৢ੒ͤ͞Δ͜ͱ

  8. Ameba Brand Update ද૚͚ͩͰͳ͘ɺମݧՁ஋΋σβΠϯ͢Δ

  9. Ameba Brand Update

  10. Branding AGENDA 1.Why 2.Redifine 3.Deliver ͳͥϒϥϯυΛ࠶ఆٛͨ͠ͷ͔ Β͠͞ͷݟ͚ͭํͱఆٛ Β͠͞ͷ఻͑ํɺಧ͚ํ 4.Embody Β͠͞Λମݱ͢Δํ๏

  11. Ameba Brand Update ͳͥɺϒϥϯυΞοϓσʔτΛߦͬͨͷ͔ 1.Why

  12. Ameba Brand Update ೥ͷྺ࢙ʹΑΔ༷ʑͳมԽ ஀ੜ ϩΰϦχϡʔΞϧ प೥ 1.Why

  13. Ameba Brand Update ଞαʔϏεͷ୆಄ 1.Why

  14. Ameba Brand Update ച্ߴ͓Αͼརӹ རӹ ച্ߴ ࣌ؒ ੒௕ظ ੒ख़ظ ࠶ੜظ

    ϒϥϯυ੒ख़ظ ϒϥϯυ࠶ੜظ ϒϥϯυ੒௕ظ 1.Why
  15. Ameba Brand Update 1.Why

  16. Ameba Brand Update 1.Why

  17. Ameba Brand Update ૊৫ͷϕΫτϧΛ߹ΘͤΔ 1.Why

  18. Ameba Brand Update Β͠͞ͷݟ͚ͭํʙՁ஋ͷ࠶ఆٛʙ 2.Redifine

  19. Ameba Brand Update ެڞతͳະདྷ૾ vision ୡ੒͢΂͖औΓ૊Έɺ ଘࡏҙٛ mission Β͠͞Λମݱ͢ΔͨΊͷ ࣮ߦݪཧ

    ίϯηϓτ ΞΠσϯςΟςΟ αʔϏεόϦϡʔ σβΠϯݪଇ ϛογϣϯ Ϗδϣϯ concept ͋Δ΂͖ࣗݾ૾ identity design principles αʔϏεͷఏڙՁ஋ Β͠͞ΛσβΠϯ͢ΔͨΊͷ໿ଋࣄ service values ࢀߟจݙɿ5)&7*4*0/͋ͷاۀ͕ੈքͰ੒௕Λ਱͛Δཧ༝ 2.Redifine
  20. Ameba Brand Update ϒϥϯυݴޠΛܾΊ͍ͯ͘աఔͰ ݟ͍͑ͯΔՁ஋ɺ·ͩݟ͍͑ͯͳ͍Ձ஋Λ ݦࡏԽ͍ͤͯ͘͞ 2.Redifine

  21. Ameba Brand Update Brand Update ࣄۀ σβΠϯγεςϜߏங 7JTJPO.JTTJPO 3FTFBSDI $PSF*EFOUJUZ

    #SBOE$PODFQU σβΠϯݪଇ "NFCB Β͠͞ ࣄۀΛฒߦͯ͠άϩʔε ϒϥϯυߏஙϑϩʔ ະདྷͷ"NFCBΛݟਾ͑ͨ αʔϏεશମɺ૊৫શମͷࢦ਑ ϒϥϯυɺ6*69 ͷҰ؏ੑ ։ൃίϛϡχέʔγϣϯͷԁ׈Խ શମͷ඼࣭޲্ Construction Flow 2.Redifine
  22. Ameba Brand Update 2.Redifine

  23. %":7JTJPO.JTTJPO %":$PSF*EFOUJUZ #SBOE1FSTPOBMJUZ %":σβΠϯݪଇ %":#SBOE$PODFQU %":ϒϥϯυݴޠͷϒϥογϡΞοϓ %":߹॓ʷ೔ؒ Ћ

  24. ࣄۀ੹೚ऀ $% σβΠφʔ ΤϯδχΞ 1. ޿ใɺฤू Member

  25. Ameba Brand Update "NFCBͷྺ࢙ɺࢢ৔ͷมભͳͲͷ ϑΝΫτ͔Β۷Γى͜͢ ଞʹ͸ͳ͍Β͠͞ͷݦࡏԽ 2.Redifine ࢢ৔༧ଌ ྺ࢙ੑ ࢥ͍

    ϕωϑΟοτ ಠࣗੑ ීวੑ
  26. Ameba Brand Update ݱঢ়Λ஌ΓɺະདྷΛΈΜͳͰߟ͑Δ ڞ૑ ϒϥϯσΟϯάϓϩηε

  27. Ameba Brand Update Vision Mission 2.Rediscover

  28. Ameba Brand Update  ೥ Ѫ ͞ Ε Δ ϝ

    σΟΞ Λ ૑ Δ Vision ਓ ͱ ৘ ใ Λ ͭ ͳ ͗ ɺ ฻ Β ͠ ͱ ৺ Λ ๛ ͔ ʹ ͢ Δ ৔ ॴ Λ ఏ ڙ ͠ ଓ ͚ Δ ɻ Mission 2.Rediscover
  29. Ameba Brand Update Brand Concept ੜ ͖ ͨ ίϯςϯπ Λ

    ͭ Ή ͙ 2.Rediscover
  30. Ameba Brand Update αʔϏεͷՁ஋ج४ 2.Rediscover

  31. Ameba Brand Update 2.Rediscover

  32. Ameba Brand Update Β͠͞ͷ఻͑ํɺಧ͚ํ 3.Deliver

  33. Ameba Brand Update Β͠͞ΛՄࢹԽ͢Δ 3.Deliver

  34. Ameba Brand Update Brand Concept ίϯηϓτͷՄࢹԽ 3.Deliver

  35. Ameba Brand Update Brand Guidelines ϒϥϯυͷՄࢹԽ ϒϥϯυΨΠυϥΠϯΛ࡞੒ͯ͠ ڞ༗ɻӾཡɾฤूͷ͠΍͢͞Λҙ ࣝ͠ɺ'JHNBͰ؅ཧɻ 3.Deliver

  36. Ameba Brand Update Visual Identity ϏδϡΞϧͷՄࢹԽ Β͠͞ͷϰΟδϡΞϧࢦ਑ͱͯ͠ ϏδϡΞϧΞΠσϯςΟςΟΛߏஙɻ 3.Deliver

  37. Ameba Brand Update Design System ϒϥϯυͷύοέʔδԽ 3.Deliver "NFCBΒ͠͞ΛҰ؏ͯ͠ಧ͚ΔͨΊͷ࢓૊Έ

  38. Β͠͞ΛՄࢹԽ͠ɺڞײΛ޿͛Δ ڞײ ϒϥϯσΟϯάϓϩηε Ameba Brand Update 3.Deliver

  39. Ameba Brand Update Β͠͞ͷମݱʙ࣮ߦͱݕূʙ 4.Embody

  40. Ameba Brand Update Branding OKR Circle ϒϥϯσΟϯά1+શମͷ0,3ͱ ྖҬ͝ͱͷ,3Λઃఆͯ͠ɺ ΞΫγϣϯΛઃܭ࣮ߦɻ 4.Embody

  41. Ameba Brand Update 4.Embody

  42. Branding ɾσβΠϯγεςϜߏஙɺਁಁ ɾ7*ߏங ɾϒϥϯυΨΠυϥΠϯ࡞੒ ɾεϥΠυςϯϓϨʔτ։ൃ ɾ#MPHPGUIF:FBSϦϦʔε ɾϚϚϒϩε૑ץ ɾελοϑϒϩάͷϦχϡʔΞϧ ɾ޿ࠂΫϦΤΠςΟϒɺϑΥʔϚοτվળ ɾ౤ߘମݧͷ޲্

    ࣮ߦͨ͠ϒϥϯυΞΫγϣϯ 4.Embody
  43. Ameba Brand Update ࣮ߦ͸ϒϥϯυϦʔμʔ͕ਪਐ 4.Embody

  44. Ameba Brand Update "NFCBΒ͠͞Λ ମݱ͠ଓ͚Δ࢓૊Έ ૊৫ɺ։ൃ Design System 4.Embody

  45. Ameba Brand Update ϒϩΨʔຬ଍౓ͷ޲্ͱ ࢢ৔ͰͷϑϨογϡ͞ͷৢ੒ Blog of the year2019 ޿ใ13

    4.Embody
  46. Ameba Brand Update #MPHPGUIFZFBSͷ ৄࡉͱ"NFCBͷ޿ࠂΛܝࡌɻ ϒϥϯυͷೝ஌ɺਁಁ ϚϚϒϩε૑ץ ޿ใ13 4.Embody

  47. Ameba Brand Update ϒϥϯυτʔϯͷ౷Ұ ϢʔβʔΤϯήʔδϝϯτͷڧԽ $4࿈ܞ ελοϑϒϩάϦχϡʔΞϧ ϢʔβʔΤϯήʔδϝϯτ 4.Embody

  48. Ameba Brand Update ࣾ಺ͷϒϥϯυҙࣝ޲্ τʔϯͷ౷Ұ εϥΠυ ςϯϓϨʔτ։ൃ ૊৫ 4.Embody

  49. Ameba Brand Update ϒϩάΛಡΉΑ͏ͳײ֮Ͱ ίϯςϯπফඅͰ͖Δɺ ޿ࠂମݧΛม͑ͨϑΥʔϚοτ ϒϩά෩-1޿ࠂ ޿ࠂ 4.Embody

  50. Β͠͞ΛϓϩδΣΫτͰମݱ͠ɺݕূ͢Δ ମݱ ϒϥϯσΟϯάϓϩηε Ameba Brand Update 4.Embody

  51. Ameba Brand Update ·ͱΊ Summary

  52. Ameba Brand Update "NFCBࣜϒϥϯσΟϯάϓϩηε ڞ૑ ڞײ ମݱ ࣗ૸

  53. Ameba Brand Update ڞײ ϒϥϯσΟϯάϓϩηεʹେࣄͳ̏ͭ ڞ૑ ମݱ ڞʹ૑Γ ڞײΛ޿͛ ମݱ͢Δ

  54. Ameba Brand Update ࠷΋ਐԽͨ͠ͷ͸νʔϜͷҙࣝ ࠷΋େࣄͳίτ΋νʔϜͷҙࣝ

  55. "NFCBΒ͠͞͸ αʔϏε͕ ੜ͖ଓ͚ΔͨΊͷ%/"

  56. "NFCBΒ͠͞Λ ମݱ͠ଓ͚Δ࢓૊Έ͕ 4QJOEMF

  57. Thank You! ੜ͖ͨίϯςϯπΛͭΉ͙