Brand Patterns 2.0 - Brand Frequency, Designing your brand over time. – PSFKSF2012

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A follow up to Brands as Patterns - Brand Frequency looks at how you begin to think about designing your brand over time.

A follow up to Brands as Patterns - Brand Frequency looks at how you begin to think about designing your brand over time.

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  • 1. Hello Brand Patterns 2.0 – Brand Frequency 2012
  • 2. Hello I’m Marc @threepress Brand Patterns 2.0 – Brand Frequency 2012 2
  • 3. Hello I’m Marc I work for method Brand Patterns 2.0 – Brand Frequency 2012 3
  • 4. Hello I’m Marc I work for method, too Brand Patterns 2.0 – Brand Frequency 2012 4
  • 5. Hello I’m Marc I work for method, too But not the soap company. @method_inc Brand Patterns 2.0 – Brand Frequency 2012 5
  • 6. 10x10.method.com
  • 7. Brand Patterns 1.0 Brand Patterns Redefining Consistency #brand #patterns Brand Patterns 2.0 – Brand Frequency 2012
  • 8. Brand Patterns 1.0 I believe the world in which we create our brands has changed. Yet the tools we use to manage them have stayed the same. Brand Patterns 2.0 – Brand Frequency 2012 10
  • 9. Brand Patterns 1.0 So, why Patterns? Brand Patterns 2.0 – Brand Frequency 2012 X
  • 10. Brand Patterns 1.0 So, why Patterns? I like paradoxes. Brand Patterns 2.0 – Brand Frequency 2012 X
  • 11. Interface is iterative In the past few years, Ive designed mostly digital experiences. That means crafting iterative, successively released, behavior-based design that is systematically built for change. The power of the interface is in its usefulness and relevance, which is reinforced through consistent iteration. The user defines this world. Brand Patterns 2.0 – Brand Frequency 2012 X
  • 12. Lorem ipsum dolor sit amet, consectetur adipiscing elit.Phasellus tempus dui sed neque euismod eget malesuadaaugue cursus. Nulla vitae risus elit, eu sodales lorem. Cras ipsumarcu, volutpat ut egestas a, sollicitudin sit amet tortor. Morbifacilisis lorem eu libero aliquam tincidunt. Etiam in consequatpurus. Sed vulputate gravida arcu in cursus. Morbi et purusnibh. Nulla lorem urna, blandit et pharetra at, iaculis non enim.Suspendisse sed felis nibh. Fusce faucibus congue dui aegestas. Nunc nec odio vel justo mattis vestibulum non noneros. Sed fermentum augue id risus laoreet nec elementummetus fringilla. Duis pretium tincidunt tincidunt. Praesent egetporttitor dui. Duis interdum justo quis neque rutrum molestie.Nunc id odio a mauris elementum imperdiet ut vitae dui. Nullamcursus elementum erat, cursus adipiscing orci molestie non.Nullam nec elit a urna aliquet mollis nec in felis. Praesent rutrum,ligula et adipiscing eleifend, magna purus consequat mi, inimperdiet nibh risus eu ligula.
  • 13. Our Work Brand Patterns 2.0 – Brand Frequency 2012 X
  • 14. Brands are definitive Im also addicted to Paul Rand, Bass, Chermayeff, and Sutnar. Im a great believer in the reductive power of brands. These are usually articulated as artifacts that are consistently applied and rigorously policed through definitive documentation, books, or bibles. The power of the brand is in its truth, its legibility. It’s fixed in time and is reinforced through consistent repetition. The corporation defines this world. Brand Patterns 2.0 – Brand Frequency 2012 X
  • 15. Brand Patterns 1.0 Brands today are increasingly accessed digitally. Brand Patterns 2.0 – Brand Frequency 2012 11
  • 16. Brand Patterns 1.0 Brands today are increasingly accessed digitally. A less considered consequence, is the interface through which a brand is accessed has become the primary identity element. Brand Patterns 2.0 – Brand Frequency 2012 12
  • 17. Brand Patterns 1.0 Your Brand is an Interface. Brand Patterns 2.0 – Brand Frequency 2012 13
  • 18. Brand Patterns 1.0 This requires that your brand should not only be defined definitively or consistently, but also iteratively through successive release and behaviorally through interactions. Brand Patterns 2.0 – Brand Frequency 2012 14
  • 19. Brand Patterns 1.0 Brands today have to be both iterative and consistent. Brand Patterns 2.0 – Brand Frequency 2012 15
  • 20. Brand Patterns 1.0 Consistent and Different How do we do that? Brand Patterns 2.0 – Brand Frequency 2012 16
  • 21. Brand Patterns 1.0 Patterns are unique in the fact that they create consistency around difference and variation. I believe creating a consistent brand capable of existing in today’s agile and iterative environment begins with the formulation of coherent patterns. Brand Patterns 2.0 – Brand Frequency 2012 17
  • 22. Brand Patterns 1.0 Coherence = Consistency + Relevance Brand Patterns 2.0 – Brand Frequency 2012 18
  • 23. But ‘redefining consistency’ isn’t really whatI came here to talk about today Brand Patterns 2.0 – Brand Frequency 2012
  • 24. Brand Patterns 2.0 Brand Frequency Designing Your Brand Over Time #brandfrequency Brand Patterns 2.0 – Brand Frequency 2012
  • 25. Brand Patterns 2.0 Brands today have to be both iterative and consistent. Brand Patterns 2.0 – Brand Frequency 2012 21
  • 26. Brand Patterns 2.0 Brands today have to be both iterative and consistent. Your Brand has a Frequency. Brand Patterns 2.0 – Brand Frequency 2012 22
  • 27. Brand Patterns 2.0 All Brand stewards must consider Six overlapping frequencies: Brand Patterns 2.0 – Brand Frequency 2012 23
  • 28. 01 The world around your brand has a frequency. Shifts within your market will influence the decisions of your potential customers, their likes, or dislikes and their level of fear or willingness to take risks.  Brand Patterns 2.0 – Brand Frequency 2012 24
  • 29. 02 Your customer has a frequency. A frequency of purchase, a frequency of consideration and interaction, a frequency of consuming information. This frequency shifts their state from user, to customer to consumer, to advocate or critic. Brand Patterns 2.0 – Brand Frequency 2012 25
  • 30. 03 Your communication has a frequency. Your ability to create content, to send out messages, or to receive feedback is beholden to the thickness of your interface. It also relies heavily on the underlying frequency of the channels, or platform you choose, explosive like twitter, infectious like Facebook, ever-present through the product platform or periodical like a magazine. Brand Patterns 2.0 – Brand Frequency 2012 26
  • 31. 04 The development of your products and services has a frequency. The cadence between the generation of ideas,  the sequential analysis of value and technical implementation and commercialization of a single product can disrupt your preexisting innovation cycles, entire technology roadmap and the overall flow of your market. Balancing the relationship between the time to launch, the time to adoption and the demand for something new can define the overall success of the product experience. Brand Patterns 2.0 – Brand Frequency 2012 27
  • 32. 05 Your competition has a frequency If you’re stuck delivering in the same cycles, what’s going to stop a competitor stealing your market? Startups have less operational lag, less decision makers and a business that lives and dies against the next release. Forget the ‘challenger mindset’, true pioneers don’t have anyone to challenge them, they’re defining the market. Brand Patterns 2.0 – Brand Frequency 2012 28
  • 33. 06 Your brand has an operational frequency. It relies on how often you consider your position, your values, your portfolio, your technology roadmap, your innovation cycle, your research and development. It can depend on how often you can get the most senior people in the same room. Or it can rely on how often you focus on the most junior people, who may well be at very forefront of your brand experience. Brand Patterns 2.0 – Brand Frequency 2012 29
  • 34. Brand Patterns 2.0 Your ability to deliver brand, product or service to market relies on the interconnected frequencies of demand, delivery and production. The timing by which your product enters the market, the space between generations or updates, and the reaction of your competitors sets a rhythm in the purchasers mind which can cause a subsequent, almost pavlovian desire for the successive product. Brand Patterns 2.0 – Brand Frequency 2012 30
  • 35. Brand Patterns 2.0 Great business is about a successfully aligning your brand, product and service.  Creating a great Brand is about the modulation of the frequency of your organizational pattern to gain greater amplitude, which is capable of oscillating throughout the entire customer journey. Brand Patterns 2.0 – Brand Frequency 2012 31
  • 36. Brand Patterns 2.0A Real World Example Brand Patterns 2.0 – Brand Frequency 2012 32
  • 37. Apple iPhone 2007 2008 2009 2010 2011 2012 iPhone iPhone 3 iPhone 3G iPhone 4 iPhone 4S † S.Jobs iPhone 5 Pr. Sft. Cm. Cm+. J F M A M J J A S O N D J F M A M J J A S O N D J F M A M J J A S O N D J F M A M J J A S O N D J F M A M J J A S O N D J F M A M J J A S O N D Brand Patterns 2.0 – Brand Frequency 2012 33
  • 38. Product Launch 2007 2008 2009 2010 2011 2012 iPhone iPhone 3 iPhone 3G iPhone 4 iPhone 4S † S.Jobs iPhone 5 Pr. Sft. Cm. Cm+. J F M A M J J A S O N D J F M A M J J A S O N D J F M A M J J A S O N D J F M A M J J A S O N D J F M A M J J A S O N D J F M A M J J A S O N D Brand Patterns 2.0 – Brand Frequency 2012 34
  • 39. Software Release 2007 2008 2009 2010 2011 2012 iPhone iPhone 3 iPhone 3G iPhone 4 iPhone 4S † S.Jobs iPhone 5 Pr. Sft. Cm. Cm+. J F M A M J J A S O N D J F M A M J J A S O N D J F M A M J J A S O N D J F M A M J J A S O N D J F M A M J J A S O N D J F M A M J J A S O N D Brand Patterns 2.0 – Brand Frequency 2012 35
  • 40. Unique TVC 2007 2008 2009 2010 2011 2012 iPhone iPhone 3 iPhone 3G iPhone 4 iPhone 4S † S.Jobs iPhone 5 Pr. Sft. Cm. Cm+. J F M A M J J A S O N D J F M A M J J A S O N D J F M A M J J A S O N D J F M A M J J A S O N D J F M A M J J A S O N D J F M A M J J A S O N D Brand Patterns 2.0 – Brand Frequency 2012 36
  • 41. Supporting Campaign 2007 2008 2009 2010 2011 2012 iPhone iPhone 3 iPhone 3G iPhone 4 iPhone 4S † S.Jobs iPhone 5 Pr. Sft. Cm. Cm+. J F M A M J J A S O N D J F M A M J J A S O N D J F M A M J J A S O N D J F M A M J J A S O N D J F M A M J J A S O N D J F M A M J J A S O N D Brand Patterns 2.0 – Brand Frequency 2012 37
  • 42. Brand as a Sequence Brand Patterns 2.0 – Brand Frequency 2012 38
  • 43. Brand Patterns 2.0 What kind of mind could help us comprehend the idea of a Brand’s Frequency across such a shifting context? Brand Patterns 2.0 – Brand Frequency 2012 39
  • 44. The Surfer
  • 45. Brand Patterns 2.0 Six rules about managing frequency That I’ve learned from Surfers Brand Patterns 2.0 – Brand Frequency 2012 41
  • 46. Brand Patterns 2.0 1 Never turn your back on the waves “Keep an eye on the horizon for a sign that a set might be coming in. Basically a wave thats a bit bigger and looks as though it might pitch.” Brand Patterns 2.0 – Brand Frequency 2012 42
  • 47. Brand Patterns 2.0 2 Create two types of operational muscle “One minute youre totally day dreaming just rolling with the slight chop, then you see a set start to come in and a flip switches and you’re hyper sensitive to the wave.” Brand Patterns 2.0 – Brand Frequency 2012 43
  • 48. Brand Patterns 2.0 3 Be familiar with more than one location “Know your beaches, and break style. Figure out what the tide is doing and whether these variables add up to a better day at a nearby beach.” Brand Patterns 2.0 – Brand Frequency 2012 44
  • 49. Brand Patterns 2.0 4 Preparation is everything “Get in the rhythm of the swell... it’s all about finding that moment, putting yourself in that right position.” Brand Patterns 2.0 – Brand Frequency 2012 45
  • 50. Brand Patterns 2.0 5 Look for Patterns “Pay attention to where they’re breaking and see if you can anticipate the exact path of the next.” Brand Patterns 2.0 – Brand Frequency 2012 46
  • 51. Brand Patterns 2.0 6 Do rather than say “Standing up takes as much time to train for as being able to see the wave and why it’s the one you should go on.” Brand Patterns 2.0 – Brand Frequency 2012 47
  • 52. Brand Patterns 2.0 7 Adapt often “Most surfers I know have 4-10 surf boards, depending on the types of waves you’re surfing. Usually I’ll take 2 boards with me on each trip. They’ve have different widths, shapes, and rockers.” Brand Patterns 2.0 – Brand Frequency 2012 48
  • 53. Brand Patterns 2.0 8 Enjoy Improvising “You can’t repeat a wave... With surfing, the context is unbelievably complex.” Brand Patterns 2.0 – Brand Frequency 2012 49
  • 54. Brand Patterns 2.0 9 Don’t rely on a fixed strategy “The kind of people who survive in a shifting context (like the ocean) are the most aware or most seeking change, they’re looking for the moments of shift. They want to sharpen their skills against completely shifting contexts.” Brand Patterns 2.0 – Brand Frequency 2012 50
  • 55. Brand Patterns 2.0 10 Know where the sharks are Brand Patterns 2.0 – Brand Frequency 2012 51
  • 56. Thanks! Brand Patterns 2.0 – Brand Frequency 2012