What all that beta talk means for brands

1,696 views

Published on

This is the second of four presentations I gave in Madrid in April 2010.

I was asked specifically to talk about "beta ideas". With that starting point, I decided to recap on where the language came from but to quickly move to how organisations need to think about releasing 'ideas' into an environment that is so unpredictable.

I talk about evolution and Andromedans. Apologies if any of it doesn't make total sense without my verbal narrative.

Published in: Business
0 Comments
4 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
1,696
On SlideShare
0
From Embeds
0
Number of Embeds
52
Actions
Shares
0
Downloads
0
Comments
0
Likes
4
Embeds 0
No embeds

No notes for slide

What all that beta talk means for brands

  1. 1. WHAT ALL THAT BETA TALK MEANS FOR BRANDS @andywhitlock nowincolour.com Saturday, 8 May 2010
  2. 2. IN SOFTWARE BETA = NOT PERFECT YET Saturday, 8 May 2010
  3. 3. THE LABEL HELPED LIMIT EXPECTATIONS Saturday, 8 May 2010
  4. 4. THE LABEL HELPED LIMIT EXPECTATIONS Saturday, 8 May 2010
  5. 5. WHILE GLITCHES WERE ADDRESSED BETA TESTING: “REDUCING IMPACTS TO USERS AND INCORPORATING USABILITY TESTING." - WIKIPEDIA Saturday, 8 May 2010
  6. 6. BEFORE A NEW VERSION WAS RELEASED Saturday, 8 May 2010
  7. 7. THE WEB MADE THIS TWO-WAY CONVERSATION MORE AND MORE FLUID AND REAL-TIME, UNTIL THE NOTION OF BETA TESTING BECAME CONSTANT Saturday, 8 May 2010
  8. 8. “There's no final version. Nothing is static.” - Google System blog, 2007 Saturday, 8 May 2010
  9. 9. Saturday, 8 May 2010
  10. 10. Saturday, 8 May 2010
  11. 11. Saturday, 8 May 2010
  12. 12. BETA: NOT SO MUCH A BADGE TO WEAR AS SOMETHING TO FEEL COMFORTABLE IN TA BE BETA Saturday, 8 May 2010
  13. 13. THIS IS THE WAY OF THE WEB EDIT PUBLISH PUBLISH EDIT Saturday, 8 May 2010
  14. 14. AND WAS QUICKLY ‘RUSSELLED’ INTO THE WORLD OF BRANDING “I think [Always in Beta is] a good way for brands to think too, because it might help them develop some of the habits they'll need to operate in a blurry, unpredictable world.” “They have to keep innovating in order to stay relevant and interesting." - Russell Davies, 2007 Saturday, 8 May 2010
  15. 15. - Gareth Kay Saturday, 8 May 2010
  16. 16. FROM BIG LAUNCHES TO THE STEADY RELEASE Saturday, 8 May 2010
  17. 17. MAKE LOTS OF SMALL BETS Elf Yourself was one of 20 games Office Max created in the hope that one would stick. Saturday, 8 May 2010
  18. 18. EXPERIMENT WITH FORMATS Use a musician to reveal the new England away kit - while away Saturday, 8 May 2010
  19. 19. LEAVE ROOM FOR YOUR AUDIENCE Saturday, 8 May 2010
  20. 20. EMBRACE MISTAKES Turn problems into opportunities stolen from Russell Davies Saturday, 8 May 2010
  21. 21. WE ALL ‘DIG’ THE OPENNESS AND HUMILITY OF BEING ALWAYS IN BETA, BUT DOES THAT MEAN EVERYTHING SHOULD REMAIN UNFINISHED? Saturday, 8 May 2010
  22. 22. A CHILD’S BIRTHDAY CAKE? Saturday, 8 May 2010
  23. 23. A SECURITY SYSTEM? Saturday, 8 May 2010
  24. 24. SOME THINGS SHOULD JUST WORK Saturday, 8 May 2010
  25. 25. IMPROV COMEDY: SOME LESSONS... Saturday, 8 May 2010
  26. 26. IMPROV COMEDY: SOME LESSONS 1. Open endings can be exciting 2. Audiences love to feel a part of things 3. But you can’t ask much of them 4. The pros are pros for a reason 5. Mortal-proof formats help to control things Saturday, 8 May 2010
  27. 27. HOW CAN BRANDS BEST COPE WHEN THE ENVIRONMENT FOR THEIR IDEAS IS SO COMPLEX AND HARD TO PREDICT? Saturday, 8 May 2010
  28. 28. HOW DO HUMANS MANAGE? Saturday, 8 May 2010
  29. 29. HOW DO HUMANS MANAGE? OUR GENES BUILT A BRAIN! Saturday, 8 May 2010
  30. 30. EVOLUTION = SLOW Fur for cold climates BEHAVIOUR = FAST Must dive left behind that rock Saturday, 8 May 2010
  31. 31. EVOLUTION = SLOW Fur for cold climates THIS IS HOW TRADITIONAL BRAND COMMUNICATIONS OPERATED. WE BUILT FINITE THINGS AND PUT THEM IN FINITE PLACES. THE ENVIRONMENT WAS SIMPLE AND PREDICTABLE, SO ALL DECISIONS COULD BE MADE UP-FRONT AND WOULD STAY RELEVANT UNTIL THE END OF A CAMPAIGN. Saturday, 8 May 2010
  32. 32. BUT THE MEDIA LANDSCAPE IS NOW COMPLEX AND UNPREDICTABLE. NO AMOUNT OF UP-FRONT DECISIONS CAN FULLY SHAPE THE BEHAVIOUR AND EXISTENCE OF AN IDEA ONCE IT’S OUT THERE. MEMES - LIKE GENES - NEED A ‘BRAIN’ TO LOOK AFTER THEM ON THE GROUND, BECAUSE BRANDS CAN’T EVOLVE THEIR IDEAS FAST ENOUGH. BEHAVIOUR = FAST Must dive left behind that rock Saturday, 8 May 2010
  33. 33. In A For Andromeda, the Andromedans transmitted scrambled instructions into space. Humans - 200 light years away - deciphered and followed them. They led to the building of a computer which then tried to destroy Earth. Although the Andromedans had a basic plan, they only managed to affect things from so far away by creating a machine capable of making its own behavioural decisions to achieve that end. Saturday, 8 May 2010
  34. 34. Andromeda case study CLIENT Andromedans Saturday, 8 May 2010
  35. 35. Andromeda case study CLIENT OBJECTIVE Andromedans Destruction Saturday, 8 May 2010
  36. 36. Andromeda case study CLIENT OBJECTIVE AUDIENCE Andromedans Destruction Foreigners Saturday, 8 May 2010
  37. 37. Andromeda case study THE BIG IDEA EXECUTION RESULTS A killer computer Intriguing 6 billion instructions participants out t work Didn’ Saturday, 8 May 2010
  38. 38. THIS WASN’T THE THIS WAS BRAIN A killer computer 6 billion participants Saturday, 8 May 2010
  39. 39. THE TWO PARTIES WANTED DIFFERENT THINGS Saturday, 8 May 2010
  40. 40. TOTAL Your ideas need to be in-built CONTROL with instructions/advice to be looked after by the hive brain. SOME That in-built intelligence is as CONTROL important as the idea itself. SOME PERSUASION COLLECTIVE CONTROL Saturday, 8 May 2010
  41. 41. HOW DO YOU CREATE STRATEGIES THAT WILL BE LOOKED AFTER BY THE HIVE BRAIN? 1. ALIGN YOUR GOAL WITH THE DESIRES OF YOUR AUDIENCE 2. CREATE ELASTIC FRAMEWORKS TO FLEX WITH CHANGING CONDITIONS 3. LEAVE ROOM FOR PEOPLE TO ADD THEIR OWN MEANING 4. CREATE IDEAS THAT LOSE MEANING IF YOUR BRAND/MESSAGE IS OMITTED 5. BUILD A CAPACITY FOR LEARNING 6. ENSURE PROCESSES ENABLE YOU TO REACT QUICKLY Saturday, 8 May 2010
  42. 42. 1. ALIGN YOUR GOAL WITH THE DESIRES OF YOUR AUDIENCE Saturday, 8 May 2010
  43. 43. 2. CREATE ELASTIC FRAMEWORKS TO FLEX WITH CHANGING CONDITIONS Saturday, 8 May 2010
  44. 44. 3. LEAVE ROOM FOR PEOPLE TO ADD THEIR OWN MEANING Saturday, 8 May 2010
  45. 45. 4. CREATE IDEAS THAT LOSE MEANING IF YOUR BRAND/MESSAGE IS OMITTED Saturday, 8 May 2010
  46. 46. 5. BUILD A CAPACITY FOR LEARNING Saturday, 8 May 2010
  47. 47. 6. ENSURE PROCESSES ENABLE YOU TO REACT QUICKLY Saturday, 8 May 2010
  48. 48. CONCLUSION: PLAN FOR ADAPTATION: CREATE SMART, BREATHABLE FRAMEWORKS Saturday, 8 May 2010

×