Jailbreaking the brand interface

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Ignite presentation delivered @ Ford's design camp on Jan 9th 2012.

details and notes: http://tinyurl.com/6ra49k8

Published in: Business, Technology
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Jailbreaking the brand interface

  1. 1. Camilo La Cruz@akaJuanSmith
  2. 2. Jailbreaking“In electronics: to enable use of a consumer electronics product not intendedby the manufacturer through the exploitation of software hacks.” The Urban Dictionary
  3. 3. Interface“A point where two systems, subjects, organizations, etc. meet and interact.” Oxford Dictionary
  4. 4. “We look at the present through a rear-viewmirror. We march backwards into the future.” Marshall McLuhan
  5. 5. Time Spent Share (%) Ad Spending Share (%) MobileNewspapers Magazines eMarketer, December 2011
  6. 6. CONSUMERSENGAGEMENTPOSITIONING
  7. 7. CREATORSVALUEPURPOSE
  8. 8. via This isn’t Happiness
  9. 9. “The Creator Economy” Paul Saffo
  10. 10. artists curators developers entrepreneurs agitators
  11. 11. value ≠ engagement
  12. 12. API Key“An application programing interface key (API key) is a code generatedby websites that allow users to access their application programminginterface. API keys are used to track how the API is being used in order toprevent malicious use or abuse of the terms of service.” Wikipedia
  13. 13. Sales data Scrubbed profile dataBrand Key: Store locations Product ID Promotions ID Customer Service Directory Graphic assets Sonic branding assets Patents
  14. 14. earned media, next genfrom communication objects to functional objects
  15. 15. purpose ≠ positioning
  16. 16. via Paper Punk
  17. 17. @akaJuanSmith

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