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Week 13 - The brand is VISA, AI USAGE PERCENTAGE (%) - Coggle Diagram
Week 13 - The brand is VISA
Group 1
2. The Four VISA Elements
NOKS
Build
2.1 Value System :check:
foundation that supports the other three without which the other elements are hollow
Business Model
Value Creation
how value is produced through key activities, partners and resources
Value proposition
what value you offer and to whom
Value Appropriation
your revenue model and profit capture
Value Sustainability
whether the model can endure and resist imitation
Emerge
2.2 Identification :checkered_flag:
Stand out
Recognition
Not loud advertising
consumers recognize your business because it genuinely delivers unique value
the distinguishing factor or the elevator factor - what differs your business from others?
Emotional Bond
2.4 Affiliation :<3:
ultimate goal of brand-building
consumers identify with brand
consumers become loyal
consumers defend/Support brand ex. Apple vs Android
A result not an action: emerges naturally from long term accumulation of V/I/S
Release
2.3 Signaling :star:
signal release
Active Transmission
service experience
visual identity
who the brand is, what it values, who aligns with it
Communication
Not only ads, but store design, employee service, packaging detail, even the CEO's public statements
through the product
Accumulate
3. Uber's Three-Stage Logo Evolution
2012
Quality
Luxury
Modernity
Premium chauffeur service
2016
Location
Search
Technology
2014-2017
Brand crises
Sexual harassment scandals
Wage disputes
boycotts by taxi unions
2018
Change
Simple
Direct
Logo mapped to VISA
TINA
5. The Essence of Brand-Building
SETS
The essence
Requires a solid "V" (Value)
Fancy logos alone cannot hold up a brand
Perception drives value (e.g., Uber IPO)
Hard to Build
Product Quality
Service Attitude
Employee Conduct
Consumer Experience
Crisis Handling
Easy to Destroy
Marks can also be bad marks
One major complaint or PR disaster
Wipes out years of accumulation
CONCLUSION
The True Essence
Not just a logo or a name
The brand is the natural result of operating a solid business model
It functions as credibility and identity in the consumer's mind
Economics & Risk
Reward: Drives Price Premium
Warning: Takes years to build, seconds to destroy
Final Takeaway
Skip superficial marketing tactics and promotional obsessions
Return to the integrity and execution of the business model
Operate well + Deliver true value ➔ The brand naturally thrives
TAMERA
1. Etymology & Essence of Brand
PAUL
Brand vs. Name
Name = just a label, no inherent meaning
Trademark = legal symbol, still not a true brand
Historical Origin of “Brand”
Burned mark on cattle and horses in the agricultural era
Used to clearly identify ownership
From Physical Mark to Mental Imprint
Then: physical brand on the animal
Now: mental imprint in the consumer’s mind; same essence, new surface
Brand as VISA Framework
Brand works like a VISA that lets you move freely in the market
Real brand = combined effect of the four VISA elements (V, I, S, A)
4.
🏢
Uber Mission Bay HQ: Brand & Space
A
. 🧠
Core Concept
🏗️ Architecture = Extension of VISA (Visual Identity System Architecture)
✨
Brand is total:
Every physical touchpoint matters
🔥 "Anywhere a consumer can touch, the mark is being burned"
🗣️ The space itself speaks & conveys the value system
B.📍Location & Scale
🗺️
District:
Mission Bay, San Francisco
🏙️
Buildings:
4 (MB1–MB4)
👥
Capacity:
7,000 Employees
🏢
Height:
39 Total Floors
📏
Area:
1M+ sq ft of office space
C
. 📐
Architectural Breakdown
🟢
MB1 & MB2 (LEED Platinum)
🏛️
Firm:
SHoP Architects (NY)
🏗️
Scale:
17 floors (11 + 6)
📏
Area:
423K sq ft
💰
Budget:
$250M
🟡
MB3 & MB4 (LEED Gold)
🏛️
Firm:
Pfau Long Architecture (SF)
🏗️
Scale:
20 floors (10 + 10)
📏
Area:
550K sq ft
🏀
Neighbor:
Adjacent to Chase Center (Golden State Warriors)
D. 👁️🗨️ Three Spatial Visions
🪟
1. Transparency
💎 Extensive glass curtain walls
🌉 Transparent sky bridges
🎯
Goal:
Answer past criticisms of "opaque internal operations"
🔗
2. Connectivity
🤝 Linked buildings
🏢 Multi-level atriums
🚶♂️ 4 indoor/outdoor walkways
🎯
Goal:
Encourage cross-team collaboration
🌱
3. Community
🚆 Multi-modal transit (Buses, Light Rail, Bikes, Uber)
👶 Childcare facilities
🛍️ Retail shops
🌾 Rooftop urban farming
🌳 Green spaces
JOSHUA
AI USAGE PERCENTAGE (%)
PAUL
TINA
JOSHUA
NOKS
SETS
TAMERA
5%
5%
10%
10%
0%
0%
