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/

Transcript

1. ਐԽ͢ΔͨΊͷϒϥϯυઓུ
   Branding
   

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

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

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5. Ameba Brand Update
   ϒϥϯυͱ͸ɺΒ͠͞
   

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6. Ameba Brand Update
   ࢀߟจݙɿ-BOEPSࣄྫͰֶͿϒϥϯσΟϯά
   

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

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8. Ameba Brand Update
   ද૚͚ͩͰͳ͘ɺମݧՁ஋΋σβΠϯ͢Δ
   

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9. Ameba Brand Update
   

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

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11. Ameba Brand Update
    ͳͥɺϒϥϯυΞοϓσʔτΛߦͬͨͷ͔
    1.Why
    

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

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13. Ameba Brand Update
    ଞαʔϏεͷ୆಄
    1.Why
    

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

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15. Ameba Brand Update 1.Why
    

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16. Ameba Brand Update 1.Why
    

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

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

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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
    

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20. Ameba Brand Update
    ϒϥϯυݴޠΛܾΊ͍ͯ͘աఔͰ
    ݟ͍͑ͯΔՁ஋ɺ·ͩݟ͍͑ͯͳ͍Ձ஋Λ
    ݦࡏԽ͍ͤͯ͘͞
    2.Redifine
    

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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
    

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22. Ameba Brand Update 2.Redifine
    

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

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

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

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26. Ameba Brand Update
    ݱঢ়Λ஌ΓɺະདྷΛΈΜͳͰߟ͑Δ
    ڞ૑
    ϒϥϯσΟϯάϓϩηε
    

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27. Ameba Brand Update
    Vision
    Mission
    2.Rediscover
    

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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
    

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29. Ameba Brand Update
    Brand Concept
    ੜ ͖ ͨ ίϯςϯπ Λ ͭ Ή ͙
    2.Rediscover
    

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30. Ameba Brand Update
    αʔϏεͷՁ஋ج४
    2.Rediscover
    

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31. Ameba Brand Update 2.Rediscover
    

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32. Ameba Brand Update
    Β͠͞ͷ఻͑ํɺಧ͚ํ
    3.Deliver
    

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33. Ameba Brand Update
    Β͠͞ΛՄࢹԽ͢Δ
    3.Deliver
    

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34. Ameba Brand Update
    Brand
    Concept
    ίϯηϓτͷՄࢹԽ
    3.Deliver
    

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

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

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

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

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39. Ameba Brand Update
    Β͠͞ͷମݱʙ࣮ߦͱݕূʙ
    4.Embody
    

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

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41. Ameba Brand Update 4.Embody
    

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

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43. Ameba Brand Update
    ࣮ߦ͸ϒϥϯυϦʔμʔ͕ਪਐ
    4.Embody
    

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

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

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

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

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

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

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50. Β͠͞ΛϓϩδΣΫτͰମݱ͠ɺݕূ͢Δ
    ମݱ
    ϒϥϯσΟϯάϓϩηε
    Ameba Brand Update 4.Embody
    

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51. Ameba Brand Update
    ·ͱΊ
    Summary
    

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

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

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

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55. "NFCBΒ͠͞͸
    αʔϏε͕
    ੜ͖ଓ͚ΔͨΊͷ%/"
    

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56. "NFCBΒ͠͞Λ
    ମݱ͠ଓ͚Δ࢓૊Έ͕
    4QJOEMF
    

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57. Thank You!
    ੜ͖ͨίϯςϯπΛͭΉ͙
    

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