Useful brands: Purpose, Customer Journeys and APIs
Post on 18-Jul-2015
963 Views
Preview:
Transcript
USEFUL BRANDS:
PURPOSE, CUSTOMER JOURNEYS AND APIsBYTE / JAN ’ 2 015
2
USEFUL BRANDS
BRAND UTILITY IS
NOT NEW.
SRC : HTTP : / /WWW.EATSNOWORNEVER .COM/MICHEL IN -GU IDE / SRC :HTTP : / /WWW.ANP -ARCHIEF.NL /PAGE /243932 /NL SRC : HTTP : / /WWW.TELEPHONECARDCOLLECTOR .COM
3
USEFUL BRANDS
UTILITY IN
ECONOMICS IS
NOT NEW.
4
USEFUL BRANDS
THIS IS WHAT’S NEW:
A NEW ERA OF
BRAND UTILITY
Not only are 43% of UK online adults ignoring advertising, 93% do not believe that
companies are telling the truth in ads [FIG.1]. Today we see a more astute consumer
savvy to how brands use their personal information. With 87% of consumers not willing
to share their data for better advertising the supply and demand model is broken.
Thinking about advertising in general,
please indicate how strongly you agree
or disagree with each of the following
statements. % respondents who “agreed.”[ FIG .1 ]
L E S S T H A N :
Of consumers trust
adverts or buy products
because of adverts
Base:
2000 UK online
adults
Source:
European
Technographics
Travel, Auto,
Media, And
Marketing
Survey, Q3 2013
W H E N A S K E D :
Consumers are largely
ignoring advertising.
I am aware that companies use information
about me to send me targeted advertising
67
I am aware that companies purchase
and use my personal information
65
I don’t pay any attention to adverts43
When offers are relevant to me, I don’t mind being
contacted by companies directly if I have opted-in37
Adverts are a good way to learn about new products35
I don’t mind receiving adverts from a company
that I like and have purchased from before
28
When offers are relevant to me, I don't mind being contacted
by companies directly even if I have NOT opted-in14
I am willing to share information about my interests
to receive more relevant advertising from companies13
Companies generally tell the truth in adverts7
6
I buy products because of their adverts
10 %
1 . E V O LV I N G AT T I T U D E S
21
5
USEFUL BRANDS
RESEARCH INTERVIEWS ACTIONS
PLAY BOOK
6
USEFUL BRANDS
REDEFINE YOUR BRAND PURPOSE
Play #1
USEFUL BRANDS
7
USEFUL BRANDS
NOT PROFIT OR PURPOSE, BUT PROFIT THROUGH PURPOSE
8
USEFUL BRANDS
9
USEFUL BRANDS
…organize the world’s information and make it universally accessible and useful.
USEFULBRANDS
10
USEFUL BRANDS
…organize the world’s information and make it universally accessible and useful.
USEFULBRANDS
BROAD EXPERIENCE
CLEAR PURPOSE
S E A R C H
G O O G L E W A L L E T
A N D R O I D
N E S T
Y O U T U B E
G O O G L E W E A R
G O O G L E M A P S
G M A I L
11
USEFUL BRANDS
…Build the best product, cause no unnecessary harm, use business to inspire and implement solutions to the environmental crisis.
USEFULBRANDS
USEFUL BRANDS
12
USEFUL BRANDSUSEFUL BRANDS
Build the best product, cause no unnecessary harm…
USEFULBRANDS
use business to inspire & implement solutions to the environmental crisis.
13
USEFUL BRANDS
… accelerate the advent of sustainable transport by bringing compelling mass market electric cars to market as soon as possible.
USEFULBRANDS
14
USEFUL BRANDS
USEFULBRANDS
… accelerate the advent of sustainable transport by bringing compelling mass market electric cars to market as soon as possible.
15
USEFUL BRANDS
FIND OUT WHAT THE
ORGANISATION THINKS
THE BRAND PURPOSE IS
TASKS & QUEST IONS
16
USEFUL BRANDS
TEST YOUR PURPOSE AS A CATALYST FOR
NEW PRODUCTS AND CX
IDEAS.
TASKS & QUEST IONS
17
USEFUL BRANDS
IDENTIFY UTILITY AT THE EDGES OFTHE CUSTOMER JOURNEY
Play #2
USEFUL BRANDS
18
USEFUL BRANDS
19
HTTP : / /WWW.SHMULA .COM/CUSTOMER-JOURNEY-MAP -CONT INUOUS - IMPROVEMENT /10494 /
20
21
USEFUL BRANDS
C A R S H A R E
S C H E M E S D I S R U P T P A T H T O
P U R C H A S E
22
M O V E U T I L I T Y A R O U N D
J O U R N E Y S A N D
C H A N N E L S
23
USEFUL BRANDS
P R O V E N U T I L I T Y
M O V E D T O N E W P L A C E S
24
USEFUL BRANDS
LOG AREAS OF
FRICTION. ARE THEY IN
PLACES YOU CAN
AFFECT?
TASKS & QUEST IONS
25
USEFUL BRANDS
UNDERSTAND HOW
COMPETITORS
INTERCEPT THROUGH
UTILITY.
TASKS & QUEST IONS
26
USEFUL BRANDS
(BUT PLEASE, FOCUS ON REAL IDEAS FOR REAL CUSTOMERS)
USEFUL BRANDS
27
USEFUL BRANDS
A D S D I S G U I S E D
A S P R O D U C T S
28
USEFUL BRANDS
R E A L P R O D U C T S ,
B U T N O R E A L P R O B L E M
29
USEFUL BRANDS
DRIVE UTILITY THROUGH APIs
Play #3
USEFUL BRANDS
30
USEFUL BRANDS
AN API IS A POWERFUL INNOVATION TOOL
USEFUL BRANDS
(NOT AVERAGE PRICE INDEX!)
31
USEFUL BRANDS
BRAND APIs WILL BE MORE IMPORTANT THAN THEIR OWN WEBSITE OR APP IN THE FUTURE
78%
OF BRANDS BELIEVED THAT THEIR
32
USEFUL BRANDS
33
USEFUL BRANDS
S I N C E 2 0 0 2 E V E R Y A M A Z O N
D E P A R T M E N T U T I L I S E S
I N T E R N A L A P I S
N E T F L I X S P L I T T H E I R E N T I R E
I N F R A S T R U C T U R E I N T O A P I S
34
USEFUL BRANDS
U T I L I T Y T H R O U G H U N T A P P E D
A P I s I N E X I S T I N G D E V I C E S
Src: imore.com Src: mac.softpedia.com
35
USEFUL BRANDS
U T I L I T Y T H R O U G H E X I S T I N G A P I s F O R S P E C I F I C S E R V I C E S
36
USEFUL BRANDS
O P E N A P I s T O L A R G E
S E T O F U N K N O W N
D E V E L O P E R S
O P E N A P I s S M A L L S E T O F K N O W N
D E V E L O P E R S
37
USEFUL BRANDS
IDENTIFY THE INTERNAL
TECHNOLOGY HURDLES.
WHAT MIGHT AN API
IMPROVE?
TASKS & QUEST IONS
38
USEFUL BRANDS
UNDERSTAND THE
UTILITY YOU COULD
PULL IN
TASKS & QUEST IONS
39
USEFUL BRANDS
P U R P O S E P E O P L EUSEFUL BRANDS
P L A T F O R M
1. REDEF INE YOUR BRAND PURPOSE 2. IDENT IFY A UT I L ITY TEAM 3. UT I L ITY AT THE EDGES 4. DR IVE UT I L ITY THROUGH AP IS 5. PART IC IPAT ION , NOT JUST PERSONAS 6. SURFACE IDEAS FROM ACROSS THE
ORGANISAT ION 7. DEVELOP A PER IPHERAL V I S ION 8. IDENT IFY UNEXPECTED UT I L ITY AND
NURTURE IT 9. BU I LD USEFUL NETWORKS AND
PARTNERSH IPS 10. ADVERT ISE YOUR UT I L ITY
10 PLAYS TO EXPERIMENT WITH UTILITY
40
USEFUL BRANDS
SUMMARY
We have a book It should be useful You can get a copy;
jacob@383project.com
U S E F U L B R A N D S P L A Y B O O K
top related