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
2. ෢ຊ
   හ࣏ Ձ஋ΛσβΠϯ͢Δਓ ΫϦΤΠςΟϒσΟϨΫλʔ 504)*)"36
   5",&.050 !NPDNJMMBO
3. Ameba Brand Update "NFCB͸ϒϩάΛத৺ͱͨ͠
   ίϯςϯπϓϥοτϑΥʔϜͰ͢
5. Ameba Brand Update ϒϥϯυͱ͸ɺΒ͠͞
6. Ameba Brand Update ࢀߟจݙɿ-BOEPS
   
   
   ࣄྫͰֶͿϒϥϯσΟϯά
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 Β͠͞ͷݟ͚ͭํ
    ʙՁ஋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
    #SBOE
    1FSTPOBMJUZ
    %":
    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 Β͠͞ͷମݱ
    ʙ࣮ߦͱݕূʙ 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#MPH
    PG
    UIF
    :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 ޿ใ
    13 4.Embody
46. Ameba Brand Update #MPH
    PG
    UIF
    ZFBSͷ
    ৄࡉͱ"NFCBͷ޿ࠂΛܝࡌɻ
    ϒϥϯυͷೝ஌ɺਁಁ ϚϚϒϩε૑ץ ޿ใ
    13 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