@MIKEATHERTON A MINIMUM VIABLE PRESENTATION FOR CONGILITY 2014 BRANDING ISN’T BOLLOCKS
Aug 23, 2014
@MIKEATHERTON
A MINIMUM VIABLE PRESENTATION FOR CONGILITY 2014
!
BRANDING ISN’T BOLLOCKS
Sharepoint sucks. !
Alastair Mitchell and Andy McLoughlin
THE FEATURITIS CURVE
Number of features
User
happ
ines
s
“Nice, but I wish it did more…”
“So glad they added this!”
“Cool!”
“I rule!”“Guess I’d better read the manual”
“Where the f*** did they put that?!”
“Now I can’t even do the ONE SIMPLE THING I bought this for.”
“I suck.”
Kathy Sierra - Creating Passionate Users, 2005
Happy user peak RAWR!
50 MILLION USERS
38 years 13 years 6 months4 years 50 days
Pure function
Feature wars
Experience wars
TECHNOLOGY LIFECYCLE
Don Norman, The Invisible Computer, 1998
People buy empowered versions of themselves.
simple, intuitive, magical, personal, loved, everywhere.
@MIKEATHERTON
HUDDLE DESIGN PRINCIPLES
simple, intuitive, magical, personal, loved, everywhere.
HUDDLE DESIGN PRINCIPLES
S.I.M.P.L.E.
Marketers are only as good as what they have to work with.
Brands live in the emotional centres of the brain.
YOUR BRAND IS NOT YOUR LOGO.
@MIKEATHERTON
BRANDS OWN A CORNER OF YOUR MIND.
BRAND IS A SMALL, DIFFERENTIATED IDEA.
CarSafe Games ConsoleCasual CameraInstant
THE FIRST LAW OF BRANDING IS
AL RIES, THE 22 IMMUTABLE LAWS OF BRANDING
FOCUSOWNING A SINGLE DIFFERENTIATED IDEA IN THE CUSTOMER MIND
Who are you? (Identity)
What are you? (Meaning)
What do I think about you? (Response)
What about you and me? (Relationship)
THE BRAND LADDER“Building brand equity is a sequence of steps, where each step is dependent on successful completion of the previous one.”Kevin Lane Keller - Building Customer-based Brand Equity, 2001
commodities
goods
services
experiences
transformations
CUSTOMER RELEVANCY
DIFF
EREN
TIAT
ION
PRICE PREMIUM
PROGRESSION OF ECONOMIC VALUE
Joseph Pine II and James H. Gilmore - The Experience Economy, 1999
A brand is an idea that you stand for, made real by what you do and expressed through your personality. !Wally Olins
We choose to go to the moon. John F. Kennedy, 1962
WRITE YOUR BRAND STORY
@MIKEATHERTON
TELL THE TALE OF YOUR PAST, PRESENT AND FUTURE.
TELL US WHERE YOU CAME FROM AND WHAT YOU’RE HERE TO DO.
We made an online guide to wildlife using BBC content
Why is that important?
It gives people new access to
the BBC’s natural history
archive
Why?
The BBC have invested heavily in
natural history programming for
over 50 years
Why?
The BBC want to make quality programmes
which stand the test of time.
Why?
The BBC want to inform, educate, and entertain the
British public.
Why is that important?
The natural history archive
has some of the best footage
anywhere in the world
Core purpose
Work back from what you do to uncover your core purpose.
Our core values are the qualities we care most about.
C O M M U N I C AT I O N R E S P E C T
I N T E G R I T Y E X C E L L E N C E
thanks to @jcolman
Our values are not who we aspire to be.Our values are who we are.
Astronaut name
Values they exhibit
Why they should go
Dan
Always invent Makes social importantAlways ask questions
Dan represents the youthful spirit of the company, always trying new things and pushing us to do better.
Astronaut name
Values they exhibit
Why they should go
Michelle
Loves customers Problem-solver Pride in teaching
Michelle loves customer relationships - she can’t do enough to help. Her passion for the product makes her a great enthusiastic explainer.
Astronaut name
Values they exhibit
Why they should go
Suzanne
Social conscience Gives us deeper meaning
Suzanne’s work on our community programme reminds us of the real good our product can do for people, which makes us want to make it better.
Astronaut name
Values they exhibit
Why they should go
Kunal
Takes UK to the world Hits all his targets Finds opportunities
Kunal has made sure the world knows our name without compromising our personality. He’s great at finding new markets we can sell to.
Astronaut name
Values they exhibit
Why they should go
Jami
Voice of the user Wants to beat competition
Jami knows what users want, goes to bat for customers, and makes sure we never knowingly lose a customer to the competition .
Core value candidates
Always be inventing
Never know everything
Stay young and foolish
Push for better
Make a customer’s day, every day
Share knowledge openly
Support our communities
Take the UK to the World
Explore strange new worlds
Go to bat for the customer
Never knowingly lose a customer to the competition !
Rohit Bhargava Personality Not Included
Brand voice must be unique, authentic and talkable.
Stripped of all context, does your content still sound like you?
FIND YOUR TRUE VOICE
@MIKEATHERTON
CUTE IS NOT THE ONLY TONE OF VOICE.
AIM FOR UNIQUE, AUTHENTIC, TALKABLE...AND APPROPRIATE TO YOUR PRODUCT.
Workshops bridge the silos and foster collaboration.
Feminine but not girly Witty but not zany Informal but not cutesy Clever but not elitist Geeky but not niche
Irreverent but not vague Parental but not stern Stylish but not dated Trustworthy but not boring Surprising but not shocking
TONE OF VOICEThe people's champion, speaking to those on the front-line. A friendly tone echoes the people behind the brand. We’re authoritative, understated, charming and witty. We’ve even a sliver of geek chic. We're resonant to the British, and relevant to the world.
Tina Fey Modern woman, intelligent humour, touch of sarcasm.
Hugh Laurie British manner with global relevance, dry sarcasm.
New MINI British know-how, glamour, fun, well-built, informal, technology wrapped in timeless style.
David Tennant Charm, British but global, warmth, geek chic.
Moo Avoiding commoditisation by delivering delight in the details.
Dyson British boffin builds beautiful ball, beating big boys.
MailChimp Application meets character to build a pleasurable experience.
Zipcar Disrupting a complex incumbent with an easy, smart vision.
Too little Just right Too much“ A secure online environment where
information can easily and securely be shared externally within your business
ecosystem.”
“A place where you can share documents more easily and
securely with your co-workers.”“A cool safe place for you to hang out at
work and share your secret files.”
“Welcome, Alastair Mitchell.” “Hello Alastair. Are you sitting comfortably? Then let's begin.” “Yo Alastair! Ready to rock and roll?”
“Operation failed.Please try again.”
“Your file didn't upload properly. Sorry about that. Try again?”
“Uh-oh.The tubes got clogged. Let's have a do-over.”
“No files or folders.” “What a desolate place this is! Maybe add some documents?”
“Zip. Nada. Nothing to see here. Move along, already!”
*Actual event may not match photo.
REMEMBER YOUR MASLOW
MEET BASIC NEEDS BEFORE DELIGHT
SPEND YOUR GOODWILL ON PERSONALITY
@MIKEATHERTON
CHALLENGER BRANDS
AL RIES & JACK TROUT, POSITIONING: THE BATTLE FOR YOUR MIND
REFRAME THE CONVERSATION
MAKING US CONSIDER THE CATEGORY IN NEW WAYS
$500? It’s the most expensive phone in the world! !Steve Ballmer on the iPhone, 2007
ComputerPersonal
ComputerPocket
CarSmall
FabricCruelty-free
INTELLIGENCEYours Your smart skills and expertise can inform and inspire others. !Your company’s We emphasise the value of content, not the storing of files. !Ours We give you content and people you should be connecting with.
Collaboration
Blogging
Photo-sharingIntelligent Micro Instant
CHOOSE YOUR WORDS CAREFULLY
FROM PERSONALITY TO POSITIONING.
LET YOUR VOICE TELL US WHY YOU’RE DIFFERENT.
@MIKEATHERTON
BRAND IS YOUR RESPONSIBILITY
@MIKEATHERTON
MAKING MARKETING RUN YOUR BRAND IS LIKE MAKING
I.T. RUN YOUR WEBSITE.LIVE YOUR VALUES IN EVERYTHING YOU DO.
The web was invented to connect content silos.
THE FUTURE OF WEB CONTENT
@MIKEATHERTON
SMALL PIECES, LOOSELY JOINED.
FOCUSED AND INTERTWINGLED.
If you don’t link, you’re not part of the web.
Connect with people to connect them to information.
Let’s work to make information flow faster.
How you write defines your brand.
What you write about defines your brand.
Your design decisions define your brand.
How you treat people defines your brand.
If you’re better than you look, fix the brand. If you want to look better than you are, fix the company.
Turns out teaching isn't like this.
You are responsible for the work you put into the world. !Mike Monteiro
EVERY COMPANY HAS A BRAND
@MIKEATHERTON
BRAND IS WHAT THEY SAY ABOUT YOU WHEN YOU’RE NOT IN THE ROOM.
HELP THEM SAY SOMETHING NICE.
Thanks for listening! enjoy the conference
@mikeathertonslideshare.net/reduxd
My book, which I will totally write one day. !!MIKE ATHERTON
Buy my book! (Just kidding. I haven’t
written a book.)