Using visualization as a tool to gain an understanding of the   bigger picture in a brand building project .      Challenge   I have led a branding project for a company not used to think in terms of brand building and   what it takes to create a strong brand at all . The client , working in the elderly care sector , had   an idea of what they want to tell about their company – but the need to adjust this message to   customer needs , competitor positions and employees is something they had n’t thought about .   The starting point for the project was complex – many different customers , stakeholders ,   competitors and other factors in the own organization or in the society that all had an   influence of how we best could express the brand and the company . The client had some ideas   of how to serve and communicate to each and every part ; most important customers ,   employees , and how they differ from main competitors , but to bring everything together to get   an overview and create an overall brand message was a tough task . The client was completely   lost in their own inside perspective and too many details .      Selection   To simplify the overall picture of the business environment in which the company and brand   worked , I choose to work with visualization .   As Stefanie Bauer mentions in the video   Visualization Tool , the beauty of using visualization is that we can tap into a single picture   that makes it possible to achieve a sense of agreement and consensus with people – and this   really proved to be true . Using visualization made it possible to get a common starting point   for the discussion of the overall picture and understanding the outer perspective .       Application   In order to visualize the environment in which we wanted the brand to work , I actually used   suitable Smart Art designs in the Office 365 suite to simplify the description and relations of   customers , other stakeholders , competitors and other factors influencing the client ’s business   activities and brand building . In order to make a simplification that was relevant and still   containing the most important aspects , I had to do a lot of reading and desktop analysis of the   business sector and the clients company before creating the visualization .      As this was a totally new way for the client to look at things , there were initial discussions if   the visualization was a possible and correct way of describing the situation . After the client   had decided that this actually was a new and interesting of describing the starting point of the   branding project , we could continue our discussions and after a while find a common   understanding of the role of the brand and implications for how to find a message that suited   customers , employees , the competitor situation and the society .      Insight & Approach   Using the visualization tool made it possible for the client to gain a quicker understanding of   the bigger picture and outer perspective - that branding is not only about what we want to say   about ourselves , you have to take into account what is interesting for the target groups , what   others are saying and what is possible to communication and still be true .       One of the most interesting insight the visualization made clear was the importance of the   employees in the brand building process , and the need of aligning the brand message in a way   that was attractive both internally and externally . 

 I think design thinking and especially visualization is a very powerful tool - to present   circumstances in a simplified , visual way , that differ from the way you are used to look at   things opens up for many interesting discussions and makes it possible to see new relations   and solutions .     I will use the visualization tool again , as I found it very successful , but bearing in mind that   you sometimes have to take into account the clients own experience of visualization . I once   got the comment from a client , used to long , written descriptions of basically everything , that   he did n’t like visualizations at all , as it could be interpreted in so many ways . Then it is   important to stress the fact that visualization is a fantastic tool to see the bigger picture ,   nurturing new thoughts and solutions that then later on can be specified in written descriptions   when needed . 


EMAIL: 
ID_NUM: 
NAME_STUDENT: 
PHONE_NUM: 
STREET_ADDRESS: 
URL_PERSONAL: 
USERNAME: 

### Task: You are a PII (Personal Identity Information) Detection. Given a essays written by students, you have to identify ONLY the following:
NAME_STUDENT - The full or partial name of a student that is not necessarily the author of the essay. This excludes instructors, authors, and other person names.
EMAIL - A student’s email address.
USERNAME - A student's username on any platform.
ID_NUM - A number or sequence of characters that could be used to identify a student, such as a student ID or a social security number.
PHONE_NUM - A phone number associated with a student.
URL_PERSONAL - A URL that might be used to identify a student.
STREET_ADDRESS - A full or partial street address that is associated with the student, such as their home address.
### Input: Using visualization as a tool to gain an understanding of the   bigger picture in a brand building project .      Challenge   I have led a branding project for a company not used to think in terms of brand building and   what it takes to create a strong brand at all . The client , working in the elderly care sector , had   an idea of what they want to tell about their company – but the need to adjust this message to   customer needs , competitor positions and employees is something they had n’t thought about .   The starting point for the project was complex – many different customers , stakeholders ,   competitors and other factors in the own organization or in the society that all had an   influence of how we best could express the brand and the company . The client had some ideas   of how to serve and communicate to each and every part ; most important customers ,   employees , and how they differ from main competitors , but to bring everything together to get   an overview and create an overall brand message was a tough task . The client was completely   lost in their own inside perspective and too many details .      Selection   To simplify the overall picture of the business environment in which the company and brand   worked , I choose to work with visualization .   As Stefanie Bauer mentions in the video   Visualization Tool , the beauty of using visualization is that we can tap into a single picture   that makes it possible to achieve a sense of agreement and consensus with people – and this   really proved to be true . Using visualization made it possible to get a common starting point   for the discussion of the overall picture and understanding the outer perspective .       Application   In order to visualize the environment in which we wanted the brand to work , I actually used   suitable Smart Art designs in the Office 365 suite to simplify the description and relations of   customers , other stakeholders , competitors and other factors influencing the client ’s business   activities and brand building . In order to make a simplification that was relevant and still   containing the most important aspects , I had to do a lot of reading and desktop analysis of the   business sector and the clients company before creating the visualization .      As this was a totally new way for the client to look at things , there were initial discussions if   the visualization was a possible and correct way of describing the situation . After the client   had decided that this actually was a new and interesting of describing the starting point of the   branding project , we could continue our discussions and after a while find a common   understanding of the role of the brand and implications for how to find a message that suited   customers , employees , the competitor situation and the society .      Insight & Approach   Using the visualization tool made it possible for the client to gain a quicker understanding of   the bigger picture and outer perspective - that branding is not only about what we want to say   about ourselves , you have to take into account what is interesting for the target groups , what   others are saying and what is possible to communication and still be true .       One of the most interesting insight the visualization made clear was the importance of the   employees in the brand building process , and the need of aligning the brand message in a way   that was attractive both internally and externally . 

 I think design thinking and especially visualization is a very powerful tool - to present   circumstances in a simplified , visual way , that differ from the way you are used to look at   things opens up for many interesting discussions and makes it possible to see new relations   and solutions .     I will use the visualization tool again , as I found it very successful , but bearing in mind that   you sometimes have to take into account the clients own experience of visualization . I once   got the comment from a client , used to long , written descriptions of basically everything , that   he did n’t like visualizations at all , as it could be interpreted in so many ways . Then it is   important to stress the fact that visualization is a fantastic tool to see the bigger picture ,   nurturing new thoughts and solutions that then later on can be specified in written descriptions   when needed .
### Output: 