brand-driven design

Download Brand-driven design

Post on 17-Aug-2014

8.412 views

Category:

Design

1 download

Embed Size (px)

DESCRIPTION

My talk from EuroIA 2012 in Rome. How product designers should understand the basics of brand theory to build a differentiated proposition, values and personality into the heart of the digital product experience.

TRANSCRIPT

  • A MINIMUM VIABLE PRESENTATION FOR EURO IA 2012BRAND-DRIVEN DESIGN @MIKEATHERTON
  • 50 MILLION USERS 50 years 10 years 5 years 6 months 50 days
  • TECHNOLOGY LIFECYCLE Experience wars Feature wars Pure function Don Norman, The Invisible Computer, 1998
  • The feature wars are an arms race. Beyond lies experience.
  • Good design is invisible.Dieter Rams
  • TECHNOLOGY LIFECYCLE Commodities Experience wars Feature wars Pure function Don Norman, The Invisible Computer, 1998
  • Emotional design seeks to increase the motivation to use a product.Via Josh Porter andStephen Anderson
  • 2001No wireless. Less space than aNomad. Lame. I dont see many salesin the future of iPod.Slashdot commenterI still cant believe this! All this hypefor something so ridiculous! Whocares about an MP3 player?MacRumors commenter300,000,000 iPods sold (October 2011)
  • Ive never been particularly goodwith numbers, but I think Ivedone a reasonable job withfeelings.Im convinced that it is feelings,and feelings alone, that accountfor the success of the Virginbrand and all its myriad forms.Richard Branson
  • BRAND-DRIVEN DESIGN PART IIUNDERSTANDING BRANDING @MIKEATHERTON
  • Branding is not the same thing aschoosing a logo or colour palette.
  • A brand is the single idea you ownin the mind of the consumer.
  • SAFETY in cars
  • OVERNIGHT in freight
  • THE FIRST LAW OF BRANDING IS FOCUSOWNING A SINGLE DIFFERENTIATED IDEA IN THE CUSTOMER MIND AL RIES, THE 22 IMMUTABLE LAWS OF BRANDING
  • Every category has a leader and a challenger.
  • Huddle seeks to challenge the space dominated by Sharepoint.
  • CHALLENGER BRANDS REFRAME THE CONVERSATIONGETTING CONSUMERS TO CONSIDER THE CATEGORY IN NEW WAYS ADAM MORGAN, THE PIRATE INSIDE
  • Segmenting a category creates new leadership opportunity.
  • Im lovin it.
  • Reassuringly expensive
  • Just do it
  • Im lovin it. Reassuringly expensive Just do itPersonal, informal, Premium, reliable Assertive, simple, feminine transparent Branding describes the position, not the product.
  • In the factory, we makecosmetics. In the drugstorewe sell hope.Charles Revson,founder of Revlon
  • Digital products are their own brand marketing.
  • Tone of voice in a product communicates brand personality... Screenshotsofdespair.tumblr.com
  • ...as do the moments of theatreand irreverent delight.
  • Focus product design around your category differentator.
  • BRAND-DRIVEN DESIGNPUTS YOUR DIFFERENTIATOR, VALUES AND ATTITUDE INTO THE HEART OF YOUR PRODUCT.
  • BRAND-DRIVEN DESIGN PART IIIBUILDING A BRAND @MIKEATHERTON
  • Brand building is a customer journey... K L Keller, 2001
  • Customer-basedBrand Equity Model ...both rational and emotional. RESONANCE JUDGEMENTS FEELINGS PERFORMANCE IMAGERY SALIENCE K L Keller, 2001
  • Your mission is the change you want to see in the world.
  • Find inspiration from within your company.
  • In the UK, the Co-operative own the category of ethical banking.
  • You need to live your values ineverything you do.
  • Personality transforms the relationship we have with ordinary products.
  • Sometimes rational benefit is notenough to occupy the mind...
  • ...yet character can create a strong emotional bond.
  • A backstory develops the character and helps engagement. www.naugahyde.com/history.html
  • Naugahyde built a differentiator of cruelty-free fabric.
  • Owning the character helps people connect with the brand.
  • Be the nauga. Build engagement through personality.
  • BRAND-DRIVEN DESIGN PART IVTHE BRANDING WORKSHOP @MIKEATHERTON
  • Run a brand development workshop to defineyour values and personality traits.
  • TRAITS AND VALUESBrand personality is driven by two things:TRAITS: Your specific characteristics, or howothers would describe you.VALUES: The iconic things that you stand forabove all else.
  • Plot your performance against other brands.
  • Assess the positioning of competitorsto uncover your own.
  • Define your personality to determine tone of voice.
  • Use known characters to define your own.Hugh LaurieBritish manner with globalrelevance, dry sarcasm. New MINIDavid Tennant British know-how, Tina FeyCharm, British but glamour, fun, well-built, Modern woman, intelligent humor,global, warmth, informal, technology wrapped in timeless style. touch of sarcasm.geek chic.
  • Write it. Share it. Live it.
  • UniqueBrand voice must beunique, authentic Authenticand talkable.Rohit BhargavaPersonality Not Included, 2010 Talkable Personality
  • BRAND-DRIVEN DESIGN PART VJUST DO IT @MIKEATHERTON
  • Web design favours fashion over differentiation.
  • Imitated experiences cannot be owned.
  • Consumer web products are full of happy happy joy joy!
  • Playful, informal tone is lovely...
  • ...but is quickly losing distinctiveness. wackaging.tumblr.com
  • Find product touchpoints tointroduce brand voice.
  • B2B products struggle to show distinctive personality.
  • How much mail would a MailChimp mail if a MailChimp could chimp mail?