Student: Bastian Rubio  Course: Design Thinking for Innovation  Assignment: Tool Learning Launch  Title: Brand Portal        Challenge    I am a Brand manager of a multinational company, in charge of managing the company's brand  in 3 business units in 3 countries. One of my main functions is brand management, that is, to  show our audiences a uniform and consistent brand at all points of contact and in all our  business units.    The problem is the misuse of the brand by employees. In each business unit the employees use  the brand in their presentations and communications in a bad way, they use it in the way they  want or think, even distorting the brand in some ways, adding new images or for example  changing the shape in which it should be used, or by changing the corporate letters and colors.  Despite having a brand manual, it is not used and we assume that it is not understood by our  employees and in this way we are giving an uneven and inconsistent image of the brand in each  business unit and in each country.    Our challenge is to maintain a uniform and consistent image and use of the brand at all points of  contact and communications with our internal and external customers in all our business units to  improve and unify our image.    The progress of the project includes the IT department and the human resources department  and the marketing department which I lead. We will use internal resources for the execution of  the project and should not exceed 30 business days. We will work in teams to discover how the  brand is used by our employees and what they find problematic in its application in their  day-to-day communications.        Selection    After having gone through several stages of design thinking and having found a problem in the  misuse of the brand by employees, we have decided to test the learning launch tool which is an  experiment designed to quickly test our idea and prototype. We decide to use this tool because  the process of using the brand already exists but not in an orderly manner, and we believe that  with a prototype we could learn and improve the experience of the correct use of the brand.

Also, as this prototype is an online software, it will be easy to implement by our IT department  with the help of Marketing and Human Resources.  You can see information on how to make a quick and easy software prototype in the following  link  https://www.bell-kelly.net/tag/tags/categoriesprivacy.htm  (you have to change the language to english)        Application    The learning launch tool was applied effectively. Our launch was focused on learning how and  in what way (processes) the brand was used by our workers, for which we launched an  interactive portal type prototype (online software) with some brand resources such as logos,  colors, corporate letters, images , powerpoint templates, digital signatures, etc., which allows  communication documents with the established parameters of use of the brand.     In addition, with which, presentations, communications and emails could be designed and  edited online and could be linked to the outlook platform for sending or downloading for other  uses and in this way maintaining the uniformity of the brand. Besides that, it would have a  survey to know what uses and how employees use the brand and what suggestions they would  have.    To make the use of this prototype attractive and engaged, we held a contest to reward those  who make the best presentations and best uses of  the brand in the space of one month.    In this way we made the application of the prototype quick and effective and used by all  Workers.    We only did this launch in one business unit (one country) to learn and then improve the  product.        Insight    With the learning tool we were able to affirm our assumptions by verifying that there was a high  rate of employees who used the prototype and they managed to improve the use of the brand in  their communications and they were also able to learn more how it should be used.    We also found that employees take satisfaction in seeing their better-designed presentations  and feel pride in their brand applied properly.

In their comments we discovered that most do not understand well how a brand should be used  with the design parameters, they do not understand brand manuals and that is why they do not  use them.  It was also identified that the lack of good use of the brand is due to ignorance in the  management of office and design software, thinking that this is only the responsibility of the  marketing department.    Before the prototype most of the employees saw the use of the brand well in the applications  they make, not being able to distinguish whether it is misapplied or not.    With all this new knowledge granted by the use of design thinking through the prototype, we can  improve it until we obtain a version that covers all the needs of our employees to use the brand  and we have a consistent and unified brand image.        Approach    With the knowledge obtained, the team plans to improve the brand portal prototype (online  software), making it easier to use and that brings a more understandable brand use, such as its  brand guidelines, and also add tutorials on the use of office and design software to improve the  presentations and communications of the employees, in addition to enriching the brand portal in  different ways like a integrates chat or forum so that becomes an indispensable piece in the use  of employees communications. And in the future make it a collaborative place to prepare  documents in which multiple users can edit the same document in real time.    After checking the new assumptions in the new experiments, and these being positive, the final  product will be developed and implemented in the other business units and then it will be scaled  to all the business units of the company.

