BBC - Brand Brain Cards

Daylight Interview Tool-kit

Strategy / Tool-kit

Credit: Daylight Design

2015

‘Brand Brain Cards’, ‘BBC’ in short, is an interaction card that can be used while conducting brand awareness survey interview. The objective is to apply four types of images which can evaluate the brand images to diagnose the current state of the brand as well as collect insight from the branding aspect.

Branding requires intuition that exceeds quantitative analysis. A physical card was used to suggest nonverbal element to the interviewee and their words were applied to gain insight needed for intuition. It is the interviewer’s responsibility to systemize it and create it into intuition. ‘BBC provide guidance for the journey.

The images used in BBC were shared through the creative commons license in Flickr. The works of the brilliant artists listed below were applied. To look into more details for these works, type in the ID listed in the brackets and get access to www.flickr.com/people/ with the ID to search for it. Eric McGregor(ericmcgregor) / Kristina Servant(xkristinax) / Eric Kim(ekizz) / Daniel Zedda (astragony) / Hernán Piñera(hernanpc) / Stefano Montagner(stemonx) / Courtney Rhodes(pumpkincat210) / emilykneeter(emilykneeter) / Stephen Coles(stewf) / Diego Fernández (fuelgrafics) / stephen boisvert(srboisvert) / Alice Daer (alist) / HelveticaFanatic (helveticafanatic) / Matthew Rutledge(rutlo) / FontFont(fontfont)
Clément Belleudy(clemsherpa) / Moyan Brenn(aigle_dore) / colink.(colink) / Pattys-photos (34121831@N00) / Miguel Vieira(miguelvieira) / coniferconifer(conifer) / Graham Cook(grazza123) / Ken Teegardin(teegardin) / Richard Masoner(bike) / Alessandro Lucia(san_drino) / Quinn Dombrowski(quinnanya)  / Ryan Hyde(breatheindigital) / Dan Taylor(dantaylor) / Alexander Kachkaev(kachkaev) / Sharon & Nikki McCutcheon(payitforwardphotos)

There are a total of 32 image cards. There are 4 different groups including ‘Humane / Facade / Nature / Tool and each group consist of 8 different images. - Humane – Portrait images of male and female who are of different age and hold various distinct characteristics. - Facade – Images of signboards or facilities in which various fonts are used for recognition - Nature – Images of nature and moments in each season - Tool – Images of surrounding tools that are closely adhered and applied to the lives of humans