Festival of marketing_brandsaspatterns

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This is the presentation Marc Shillum gave at the Festival of Marketing in London in 2013

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Festival of marketing_brandsaspatterns

  1. 1. 2013Brand Patterns 3.0 – Brand Rhythm Hello
  2. 2. 2013Brand Patterns 3.0 – Brand Rhythm 2 I’m Marc @threepressHello
  3. 3. 2013Brand Patterns 3.0 – Brand Rhythm 3 I’m Marc I work for a company called Method @method_inc Hello
  4. 4. 2013Brand Patterns 3.0 – Brand Rhythm 4 I’m Marc I work for a company called Method I’m a UX designer Hello
  5. 5. 2013Brand Patterns 3.0 – Brand Rhythm 5 I’m Marc I work for a company called Method I’m a UX designer But, that hasn't always been the case Hello
  6. 6. 2013Brand Patterns 3.0 – Brand Rhythm 6 Method R/GA TBWA BBH Prolgue Goodby Silverstein Wieden & Kennedy HHCL Doremus Leagas Delany M&Co Studio Dumbar The Observer RA Big Band The Guardian Esterson Lackerstein Stephen Coates Atelier Alan Kitching The Independent Frost Howard Brown 601FX Hibbert Ralph Pat Gavin Today Newspaper Liz James Associates Forest Fire Team Photographic Walthamstow Music Shop Bennet & Starling My Workmap
  7. 7. 2013Brand Patterns 3.0 – Brand Rhythm 7 Method R/GA TBWA BBH Prolgue Goodby Silverstein Wieden & Kennedy HHCL Doremus Leagas Delany M&Co Studio Dumbar The Observer RA Big Band The Guardian Esterson Lackerstein Stephen Coates Atelier Alan Kitching The Independent Frost Howard Brown 601FX Hibbert Ralph Pat Gavin Today Newspaper Liz James Associates Forest Fire Team Photographic Walthamstow Music Shop Bennet & Starling Digital Creative
  8. 8. 2013Brand Patterns 3.0 – Brand Rhythm 8 Method R/GA TBWA BBH Prolgue Goodby Silverstein Wieden & Kennedy HHCL Doremus Leagas Delany M&Co Studio Dumbar The Observer RA Big Band The Guardian Esterson Lackerstein Stephen Coates Atelier Alan Kitching The Independent Frost Howard Brown 601FX Hibbert Ralph Pat Gavin Today Newspaper Liz James Associates Forest Fire Team Photographic Walthamstow Music Shop Bennet & Starling Editorial Designer
  9. 9. 2013Brand Patterns 3.0 – Brand Rhythm 9 Method R/GA TBWA BBH Prolgue Goodby Silverstein Wieden & Kennedy HHCL Doremus Leagas Delany M&Co Studio Dumbar The Observer RA Big Band The Guardian Esterson Lackerstein Stephen Coates Atelier Alan Kitching The Independent Frost Howard Brown 601FX Hibbert Ralph Pat Gavin Today Newspaper Liz James Associates Forest Fire Team Photographic Walthamstow Music Shop Bennet & Starling Animator
  10. 10. 2013Brand Patterns 3.0 – Brand Rhythm 10 Method R/GA TBWA BBH Prolgue Goodby Silverstein Wieden & Kennedy HHCL Doremus Leagas Delany M&Co Studio Dumbar The Observer RA Big Band The Guardian Esterson Lackerstein Stephen Coates Atelier Alan Kitching The Independent Frost Howard Brown 601FX Hibbert Ralph Pat Gavin Today Newspaper Liz James Associates Forest Fire Team Photographic Walthamstow Music Shop Bennet & Starling Designer
  11. 11. 2013Brand Patterns 3.0 – Brand Rhythm 11 Method R/GA TBWA BBH Prolgue Goodby Silverstein Wieden & Kennedy HHCL Doremus Leagas Delany M&Co Studio Dumbar The Observer RA Big Band The Guardian Esterson Lackerstein Stephen Coates Atelier Alan Kitching The Independent Frost Howard Brown 601FX Hibbert Ralph Pat Gavin Today Newspaper Liz James Associates Forest FIre Team Photographic Walthamstow Music Shop Bennet & Starling Brand Strategist
  12. 12. 2013Brand Patterns 3.0 – Brand Rhythm 12 Method R/GA TBWA BBH Prolgue Goodby Silverstein Wieden & Kennedy HHCL Doremus Leagas Delany M&Co Studio Dumbar The Observer RA Big Band The Guardian Esterson Lackerstein Stephen Coates Atelier Alan Kitching The Independent Frost Howard Brown 601FX Hibbert Ralph Pat Gavin Today Newspaper Liz James Associates Forest FIre Team Photographic Walthamstow Music Shop Bennet & Starling Letterpress Comp
  13. 13. 2013Brand Patterns 3.0 – Brand Rhythm 13 Method R/GA TBWA BBH Prolgue Goodby Silverstein Wieden & Kennedy HHCL Doremus Leagas Delany M&Co Studio Dumbar The Observer RA Big Band The Guardian Esterson Lackerstein Stephen Coates Atelier Alan Kitching The Independent Frost Howard Brown 601FX Hibbert Ralph Pat Gavin Today Newspaper Liz James Associates Forest Fire Team Photographic Walthamstow Music Shop Bennet & Starling Musician
  14. 14. 2013Brand Patterns 3.0 – Brand Rhythm 14 Method R/GA TBWA BBH Prolgue Goodby Silverstein Wieden & Kennedy HHCL Doremus Leagas Delany M&Co Studio Dumbar The Observer RA Big Band The Guardian Esterson Lackerstein Stephen Coates Atelier Alan Kitching The Independent Frost Howard Brown 601FX Hibbert Ralph Pat Gavin Today Newspaper Liz James Associates Forest Fire Team Photographic Walthamstow Music Shop Bennet & Starling Marketer
  15. 15. 2013Brand Patterns 3.0 – Brand Rhythm 15 Method R/GA TBWA BBH Prolgue Goodby Silverstein Wieden & Kennedy HHCL Doremus Leagas Delany M&Co Studio Dumbar The Observer RA Big Band The Guardian Esterson Lackerstein Stephen Coates Atelier Alan Kitching The Independent Frost Howard Brown 601FX Hibbert Ralph Pat Gavin Today Newspaper Liz James Associates Forest Fire Team Photographic Walthamstow Music Shop Bennet & Starling Underpaid
  16. 16. 2013Brand Patterns 3.0 – Brand Rhythm 16 Method R/GA TBWA BBH Prolgue Goodby Silverstein Wieden & Kennedy HHCL Doremus Leagas Delany M&Co Studio Dumbar The Observer RA Big Band The Guardian Esterson Lackerstein Stephen Coates Atelier Alan Kitching The Independent Frost Howard Brown 601FX Hibbert Ralph Pat Gavin Today Newspaper Liz James Associates Forest Fire Team Photographic Walthamstow Music Shop Bennet & Starling Overpaid
  17. 17. 2013Brand Patterns 3.0 – Brand Rhythm 17 Some may say that this is a somewhat schizophrenic work history
  18. 18. 2013Brand Patterns 3.0 – Brand Rhythm 18 Some may say that this is a somewhat schizophrenic work history But I always wanted to be considered a comprehensivist.
  19. 19. 2013Brand Patterns 3.0 – Brand Rhythm 19 R. Buckminster Fuller
  20. 20. 2013Brand Patterns 3.0 – Brand Rhythm 20 I believe that the overlaps between our disciplines are as important as the craft skills that define them.
  21. 21. 2013Brand Patterns 3.0 – Brand Rhythm 21 I believe that the overlaps between our disciplines are as important as the craft skills that define them. I believe that the value of the ‘big data’ we’re talking about is getting lost in between the semantic cracks of our various sets of vertical knowledge.
  22. 22. 2013Brand Patterns 3.0 – Brand Rhythm 22 I believe that the overlaps between our disciplines are as important as the craft skills that define them. I believe that the value of the ‘big data’ we’re talking about is getting lost in between the semantic cracks of our various sets of vertical knowledge. I’m hoping that the world is coming to that point of view too.
  23. 23. 2013Brand Patterns 3.0 – Brand Rhythm 23
  24. 24. 2013Brand Patterns 3.0 – Brand Rhythm 24 Holistic thinking between brand, product and service layers has never been so valuable.
  25. 25. 2013Brand Patterns 3.0 – Brand Rhythm 25 Holistic thinking between brand, product and service layers has never been so valuable. What we mean by a brand, or product, or service has changed forever.
  26. 26. 2013Brand Patterns 3.0 – Brand Rhythm 26 Lets run a little test.
  27. 27. 2013Brand Patterns 3.0 – Brand Rhythm 27 Is this a product?
  28. 28. 2013Brand Patterns 3.0 – Brand Rhythm 28 Isn’t the product really iOS?
  29. 29. 2013Brand Patterns 3.0 – Brand Rhythm 29 The product we purchased is an ongoing service relationship with a company that is delivered through software that we have little control over.
  30. 30. 2013Brand Patterns 3.0 – Brand Rhythm 30 What about this?
  31. 31. 2013Brand Patterns 3.0 – Brand Rhythm 31 I was lucky enough to work on Fuel, and I can tell you that this was more a customer relationship platform defined through a metric than a product.
  32. 32. 2013Brand Patterns 3.0 – Brand Rhythm 32 Brands, Products & Services have become so entwined it makes no sense to me to talk about them separately, or to build specific companies to serve just one aspect.
  33. 33. 2013Brand Patterns 3.0 – Brand Rhythm 33 Brands, Products & Services have become so entwined it makes no sense to me to talk about them separately, or to build specific companies to serve just one aspect. The best products, brands and services are solutions that create a level of coherency in the end user experience.
  34. 34. 2013Brand Patterns 3.0 – Brand Rhythm 34 Service = Product
  35. 35. 2013Brand Patterns 3.0 – Brand Rhythm 35 Brand = Service
  36. 36. 2013Brand Patterns 3.0 – Brand Rhythm 36 Product = Brand
  37. 37. 2013Brand Patterns 3.0 – Brand Rhythm 37 Brand + Product + Service / Touchpoints / Time = Experience.
  38. 38. 2013Brand Patterns 3.0 – Brand Rhythm 38 I'm beginning to realize that through my varied vocational past I've been investigating the same thing
  39. 39. 2013Brand Patterns 3.0 – Brand Rhythm 39 I'm beginning to realize that through my varied vocational past I've been investigating the same thing Although, I spend most of my day looking at product I know that Advertising and Product design are in reality just points on a spectrum.
  40. 40. 2013Brand Patterns 3.0 – Brand Rhythm 40 The user or customer won’t forgive the divisions between our organizations.
  41. 41. 2013Brand Patterns 3.0 – Brand Rhythm 41 The user or customer won’t forgive the divisions between our organizations. They are at the very tip of a holistic experience where they make most judgements at the speed of the internet.
  42. 42. 2013Brand Patterns 3.0 – Brand Rhythm 42 What I'm really interested in:
  43. 43. 2013Brand Patterns 3.0 – Brand Rhythm 43 What I'm really interested in: Helping the brands I work with navigate this complex and fluid world.
  44. 44. 2013Brand Patterns 3.0 – Brand Rhythm 44 What I'm really interested in: Helping the brands I work with navigate this complex and fluid world. Helping creative disciplines with different workflows and nomenclature form the most coherent experiences.
  45. 45. 2013Brand Patterns 3.0 – Brand Rhythm Brand Patterns Redefining Consistency #brandaspatterns Brand Patterns 1.0 – Redefining Consistency
  46. 46. 2013Brand Patterns 3.0 – Brand Rhythm 46 Brand Patterns 1.0 – Redefining Consistency In 2011 I wrote a white paper suggesting that Brands can longer be defined statically. I made a point that today brand consistency seemed less valuable than relevance. I implied that brands needed to be defined iteratively, adapting to the shifts of an ever changing market.
  47. 47. method.com/ideas/10x10
  48. 48. 2013Brand Patterns 3.0 – Brand Rhythm 48 Brand Patterns 1.0 – Redefining Consistency I said that as the digital world evolves, the customer’s ability to inform the brand will outstrip the company’s ability to control it.
  49. 49. Brand Patterns 1.0 – Redefining Consistency
  50. 50. 2013Brand Patterns 3.0 – Brand Rhythm 50 Brand Patterns 1.0 – Redefining Consistency It occurred to me that People used to borrow equity from brands.
  51. 51. 2013Brand Patterns 3.0 – Brand Rhythm 51 Brand Patterns 1.0 – Redefining Consistency It occurred to me that People used to borrow equity from brands. But now Brands borrow equity from people.
  52. 52. 2013Brand Patterns 3.0 – Brand Rhythm 52 Brand Patterns 1.0 – Redefining Consistency It occurred to me that People used to borrow equity from brands. But now Brands borrow equity from people. Brand has become a reciprocal interface.
  53. 53. 2013Brand Patterns 3.0 – Brand Rhythm Brand Frequency Defining Brand in Dynamic Markets. #brandfrequency Brand Patterns 2.0 – Defining Brand in Dynamic Markets
  54. 54. 2013Brand Patterns 3.0 – Brand Rhythm 54 Brand Patterns 2.0 – Defining Brand in Dynamic Markets In 2012 I gave a presentation entitled Defining Brand in Dynamic Markets.
  55. 55. 2013Brand Patterns 3.0 – Brand Rhythm 55 Brand Patterns 2.0 – Defining Brand in Dynamic Markets In 2012 I gave a presentation entitled Defining Brand in Dynamic Markets. For this I interviewed some preeminent surfers to understand the type of capabilities needed to excel in fluid environments.
  56. 56. 2013Brand Patterns 3.0 – Brand Rhythm 56 Brand Patterns 2.0 – Defining Brand in Dynamic Markets In 2012 I gave a presentation entitled Defining Brand in Dynamic Markets. For this I interviewed some preeminent surfers to understand the type of capabilities needed to excel in fluid environments. I learned some important rules:
  57. 57. 2013Brand Patterns 3.0 – Brand Rhythm 57 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 that’s a bit bigger and looks as though it might pitch.”
  58. 58. 2013Brand Patterns 3.0 – Brand Rhythm 58 Brand Patterns 2.0 2 Create two types of operational muscle “One minute you're 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.”
  59. 59. 2013Brand Patterns 3.0 – Brand Rhythm 59 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.”
  60. 60. 2013Brand Patterns 3.0 – Brand Rhythm 60 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.”
  61. 61. 2013Brand Patterns 3.0 – Brand Rhythm 61 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.”
  62. 62. 2013Brand Patterns 3.0 – Brand Rhythm 62 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.”
  63. 63. 2013Brand Patterns 3.0 – Brand Rhythm 63 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.”
  64. 64. 2013Brand Patterns 3.0 – Brand Rhythm 64 Brand Patterns 2.0 8 Enjoy Improvising “You can’t repeat a wave... With surfing, the context is unbelievably complex.”
  65. 65. 2013Brand Patterns 3.0 – Brand Rhythm 65 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.”
  66. 66. 2013Brand Patterns 3.0 – Brand Rhythm Brand Rhythm Orchestrating your Experience. #brandrhythm Brand Patterns 3.0 – Brand Rhythm
  67. 67. 2013Brand Patterns 3.0 – Brand Rhythm 67 Brand Patterns 3.0 – Brand Rhythm This year, I've been reading about the foundational elements of indian classical music to try to understand how cyclical rhythmic patterns effect behavior.
  68. 68. 2013Brand Patterns 3.0 – Brand Rhythm 68 Brand Patterns 3.0 – Brand Rhythm Organizing our brands has never been more difficult.
  69. 69. 2013Brand Patterns 3.0 – Brand Rhythm 69 Brand Patterns 3.0 – Brand Rhythm Organizing our brands has never been more difficult. More people at the table. More Mediums of Distribution. Greater width of product. Convergence of Competition. Higher Frequency of Operation all to be maintained with Less Control.
  70. 70. 2013Brand Patterns 3.0 – Brand Rhythm 70 Brand Patterns 3.0 – Brand Rhythm Our ability to deliver brand, product or service to market relies on the interconnected frequencies of demand, delivery and production.
  71. 71. 2013Brand Patterns 3.0 – Brand Rhythm 71 Brand Patterns 3.0 – Brand Rhythm Our ability to deliver brand, product or service to market relies on the interconnected frequencies of demand, delivery and production. I wondered if the pattern connecting your product launch, to the gaps between software updates and the frequency of marketing sets a rhythm in the purchasers mind which could cause a subsequent, almost pavlovian desire for the successive product.
  72. 72. 2013Brand Patterns 3.0 – Brand Rhythm 72 Brand Patterns 3.0 – Brand Rhythm The basic elements of Carnatic and Hindustani Music: śruti – the relative pitch or tonic swara – the musical sound of a single note rāga – the mode or melodic formulæ tala –  rhythmic cycles.
  73. 73. 2013Brand Patterns 3.0 – Brand Rhythm 73 Brand Patterns 3.0 – Brand Rhythm The two core elements of this musical system are the raga and tala. śruti – the relative pitch or tonic swara – the musical sound of a single note rāga – color tala –  rhythm
  74. 74. 2013Brand Patterns 3.0 – Brand Rhythm 74 Brand Patterns 3.0 – Brand Rhythm The regulation of the Tala, provides a consistent base for personalization and extemporization of the raga by the musician.
  75. 75. 2013Brand Patterns 3.0 – Brand Rhythm 75 Brand Patterns 3.0 – Brand Rhythm I wondered if the regulation of the Tala could also be the key to consistency between product, brand and service across touchnpoints in the context of todays fluid and rapidly changing markets.
  76. 76. 2013Brand Patterns 3.0 – Brand Rhythm 76 Brand Patterns 3.0 – Brand Rhythm Maybe this rhythm could create deeper engagement which could amplify brand belief.
  77. 77. 2013Brand Patterns 3.0 – Brand Rhythm 77 Brand Patterns 3.0 A Real World Example
  78. 78. 2013Brand Patterns 3.0 – Brand Rhythm 78 iPhone 2007 Pr. Sft. Cm. Cm+. iPhone 3 2008 iPhone 3G 2009 iPhone 4 2010 iPhone 4S 2011 iPhone 5 2012 † S.Jobs 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 Apple iPhone
  79. 79. 2013Brand Patterns 3.0 – Brand Rhythm 79 iPhone 2007 Pr. Sft. Cm. Cm+. iPhone 3 2008 iPhone 3G 2009 iPhone 4 2010 iPhone 4S 2011 iPhone 5 2012 † S.Jobs 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 Product Launch
  80. 80. 2013Brand Patterns 3.0 – Brand Rhythm 80 iPhone 2007 Pr. Sft. Cm. Cm+. iPhone 3 2008 iPhone 3G 2009 iPhone 4 2010 iPhone 4S 2011 iPhone 5 2012 † S.Jobs 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 Software Release
  81. 81. 2013Brand Patterns 3.0 – Brand Rhythm 81 iPhone 2007 Pr. Sft. Cm. Cm+. iPhone 3 2008 iPhone 3G 2009 iPhone 4 2010 iPhone 4S 2011 iPhone 5 2012 † S.Jobs 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 Unique TVC
  82. 82. 2013Brand Patterns 3.0 – Brand Rhythm 82 iPhone 2007 Pr. Sft. Cm. Cm+. iPhone 3 2008 iPhone 3G 2009 iPhone 4 2010 iPhone 4S 2011 iPhone 5 2012 † S.Jobs 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 Supporting Campaign
  83. 83. 2013Brand Patterns 3.0 – Brand Rhythm 83 Brand as a Sequence
  84. 84. 2013Brand Patterns 3.0 – Brand Rhythm 84 Brand Patterns 3.0 – Brand Rhythm It seemed to me that this kind of Rhythmic Structure changes customer behavior.
  85. 85. 2013Brand Patterns 3.0 – Brand Rhythm 85 Brand Patterns 3.0 – Brand Rhythm It seemed to me that Apple had learned how to create a functional rhythm across its organization that had become resonant with the customer.
  86. 86. 2013Brand Patterns 3.0 – Brand Rhythm 86 Brand Patterns 3.0 – Brand Rhythm It seemed to me that Apple had learned how to modulate the intrinsic connections between disciplines.
  87. 87. 2013Brand Patterns 3.0 – Brand Rhythm 87 Brand Patterns 3.0 – Brand Rhythm It made me realize that when the message and the actual product experience sit so close to each other within the interface they can take on shared responsibilities.
  88. 88. 2013Brand Patterns 3.0 – Brand Rhythm 88 Brand Patterns 3.0 – Brand Rhythm It suggested that product roadmaps should inform brand roadmaps, which should correlated to our marketing calendars. Which should all be orchestrated to form a resonant rhythm.
  89. 89. 2013Brand Patterns 3.0 – Brand Rhythm 89 Brand Patterns 3.0 – Brand Rhythm It made me think that Rhythm, not form, message or a single big idea could be the key to creating a consistent experience.
  90. 90. 2013Brand Patterns 3.0 – Brand Rhythm 90 Brand Patterns 3.0 – Brand Rhythm It helped me lay the foundational frameworks for a new kind of brand design. One that could create empathy between product designers, marketers, technologists, engineers.
  91. 91. To create empathy across our disparate disciplines we need: Common Frameworks Brand Patterns 3.0 – Brand Rhythm
  92. 92. To create empathy across our disparate disciplines we need: Common Frameworks Common Process Discover Synthesize Define BEHAVIORS ARTIFACTS CONCEPTS Design Delivery PROTOT YPE L EARN TEST IMPL EMENT AGILE Business Users Market IDEAS ITERATE VAL IDATE COLLABORATIVE Brand Patterns 3.0 – Brand Rhythm
  93. 93. 2013Brand Patterns 3.0 – Brand Rhythm 93 Brand Patterns 3.0 – Brand Rhythm Our disciplines really aren’t that different. They sit across a spectrum that is defined by time, affordance and intent.
  94. 94. 2013Brand Patterns 3.0 – Brand Rhythm 94 Brand Patterns 3.0 – Brand Rhythm The Spectrum of Time – Top Down Business Brand Service Marketing Product Feature/Function Interaction
  95. 95. 2013Brand Patterns 3.0 – Brand Rhythm 95 Brand Patterns 3.0 – Brand Rhythm The Spectrum of Time – Bottom Up Business Brand Service Marketing Product Feature/Function Interaction
  96. 96. 2013Brand Patterns 3.0 – Brand Rhythm 96 Brand Patterns 3.0 – Brand Rhythm The Spectrum of AffordanceMarketing Less Function More Function Product
  97. 97. 2013Brand Patterns 3.0 – Brand Rhythm 97 Brand Patterns 3.0 – Brand Rhythm The Spectrum of AffordanceMarketing Less Function More Function Product InteractiveAdvertising DigitalPlatforms
  98. 98. 2013Brand Patterns 3.0 – Brand Rhythm 98 Brand Patterns 3.0 – Brand Rhythm This made me think Why doesn’t my desktop printer let me know when and how I should replace it? Why do I need an ad? Why isn’t the product i'm using creating an advert for the next product I should buy by looking at my usage patterns?
  99. 99. 2013Brand Patterns 3.0 – Brand Rhythm 99 Brand Patterns 3.0 – Brand Rhythm It made me understand that Brand is just the sum of all customer experiences through time. We just need to think about layering elements of an experiences across time to create an expression of our brands rhythm.
  100. 100. 2013Brand Patterns 3.0 – Brand Rhythm 100 Brand Patterns 3.0 – Brand Rhythm It made me realize that the only thing that really divides us is intent.
  101. 101. 2013Brand Patterns 3.0 – Brand Rhythm 101 Brand Patterns 3.0 – Brand Rhythm 10 Rules for Marketers That align our intent, to create better empathy with our fellow designers.
  102. 102. 2013Brand Patterns 3.0 – Brand Rhythm 102 Brand Patterns 3.0 – Brand Rhythm 1. Never Lie to Persuade someone, always use the truth to inform them.
  103. 103. 2013Brand Patterns 3.0 – Brand Rhythm 103 Brand Patterns 3.0 – Brand Rhythm 2. Inspire people to do something, rather than just conspiring to sell them something.
  104. 104. 2013Brand Patterns 3.0 – Brand Rhythm 104 Brand Patterns 3.0 – Brand Rhythm 3. Describing features is the noise before defeat. Being intentional, demonstrating differentiation through action is the sound of victory.
  105. 105. 2013Brand Patterns 3.0 – Brand Rhythm 105 Brand Patterns 3.0 – Brand Rhythm 4. A product detail page is the place where your customer decides to spend money. It should be the most glorious experience of your brand belief, not the echoey footsteps of an empty warehouse.
  106. 106. 2013Brand Patterns 3.0 – Brand Rhythm 106 Brand Patterns 3.0 – Brand Rhythm 5. Be proud of your supply chain, it is the birthplace of your product and so it will forever share its DNA.
  107. 107. 2013Brand Patterns 3.0 – Brand Rhythm 107 Brand Patterns 3.0 – Brand Rhythm 6. What you do will show who you are and what you believe. What you say only shows how well you are dealing with it.
  108. 108. 2013Brand Patterns 3.0 – Brand Rhythm 108 Brand Patterns 3.0 – Brand Rhythm 7. Consumer, user and customer are just states. None of us think about ourselves in this way.
  109. 109. 2013Brand Patterns 3.0 – Brand Rhythm 109 Brand Patterns 3.0 – Brand Rhythm 8. Be specific about the person you are talking to or designing for. Communicating with that single person will create empathy with everyone.
  110. 110. 2013Brand Patterns 3.0 – Brand Rhythm 110 Brand Patterns 3.0 – Brand Rhythm 9. Make what is true legible. Make what is legible relevant. Make what is relevant interesting.
  111. 111. 2013Brand Patterns 3.0 – Brand Rhythm 111 Brand Patterns 3.0 – Brand Rhythm 10. Be free, if you can’t be free be brief. If you can’t be brief be funny. If you can’t be funny be thought-provoking. If you can’t be thought-provoking better stay home.
  112. 112. 2013Brand Patterns 3.0 – Brand Rhythm 112 Brand Patterns 3.0 – Brand Experience http://www.amazon.co.uk/Experience-Design-Framework-Integrating-Brand/dp/1118609638
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