Desire Paths: Branding for Digital Lives

desire paths Branding for Digital Lives Can I call you back? I’m in a presentation. 2009 Mike Arauz

Digital technology has changed the way we communicate, the way we see the world, and the way we live. 2009 Mike Arauz

Our new digital lives demand a new evolution in branding. 2009 Mike Arauz

In order to connect with people who are likely to be interested in your product, brands must now be able to answer this question: 2009 Mike Arauz

How will engaging with your brand help me to pursue the things that I am most passionate about? I like turtles. 2009 Mike Arauz

Things used to be so simple. 2009 Mike Arauz

What does it do? 2009 Mike Arauz

Why is your product better than another? 2009 Mike Arauz

How does your brand make me feel? 2009 Mike Arauz

Things change. 2009 Mike Arauz

In the 1950’s, advertisers could reach almost everyone in the U.S. with a single TV spot. Gives “I Love Lucy” a whole new meaning, doesn’t it? 2009 Mike Arauz

Today, an advertiser is lucky to reach a tiny fraction of its desired audience with an advertisement on even the most popular show. 2009 Mike Arauz

Hey! Wha’ happened?! 2009 Mike Arauz

Where is everyone? 2009 Mike Arauz

Where can a brand find an audience who cares? And how can a brand connect with them in a meaningful way? 2009 Mike Arauz

In a digital world, people spend their time exploring the things that they are most Think about how you spend your time. passionate about. 2009 Mike Arauz

This is a Desire Path 2009 Mike Arauz

Desire paths are the trails created when we leave the paths designed by architects in order to find our own way from one place to another. 2009 Mike Arauz

The internet is an infinite forest, filled with desire paths. 2009 Mike Arauz

Desire paths are created by groups of people exploring shared interests. We like turtles, too. I like turtles. 2009 Mike Arauz

As we go through our day we travel along many different desire paths. 2009 Mike Arauz

We decide where to go, what to do, and what to share with others based on our own curiosities, interests, and passions. 2009 Mike Arauz

Desire paths look like this: 2009 Mike Arauz

Search Shared Bookmarks Blogs Twitter Email Community Sites Facebook 2009 Mike Arauz

This is where we spend all our time. 2009 Mike Arauz

If a brand hopes to earn people’s attention, you have to connect with your audience on a desire path. 2009 Mike Arauz

Q: Can a brand create a desire path? A: No. 2009 Mike Arauz

People’s lives don’t revolve around your brand, they revolve around life. 2009 Mike Arauz

Desire paths are created by people, not by institutions. They’re formed organically, over time, from the bottom up. 2009 Mike Arauz

To earn your place on a desire path, your brand has to start caring about something more important than your product. 2009 Mike Arauz

Apple cares about design. 2009 Mike Arauz

Zappos cares about great customer service. 2009 Mike Arauz

Dell cares about social media as a tool for small business. 2009 Mike Arauz

American Apparel cares about redefining sexy and about fair labor practices. 2009 Mike Arauz

Nike cares about running. 2009 Mike Arauz

People who travel these desire paths become advocates of these brands. 2009 Mike Arauz

Q: Do I still have A: Yes. to do all that traditional stuff, too? 2009 Mike Arauz

Yes, you still have to create a remarkable product, show how you’re different, and spark an emotion. 2009 Mike Arauz

Yes, you still have to be passionate about making your product great. 2009 Mike Arauz

And…you now have to be passionate about something bigger than your brand. (Not a good example.) 2009 Mike Arauz

When it’s done right, brands can connect with people in these ways (in order of difficulty): 2009 Mike Arauz

1. Become something that people notice, as they travel down this path. Ooh! Piece of candy! 2009 Mike Arauz

2. Become something that guides people, and lets them know that they’re on the right path. Look, kids! Big Ben! Parliament! 2009 Mike Arauz

3. Become something that people carry with them as an integral part of the journey. And that’s all I need... 2009 Mike Arauz

Next steps: 2009 Mike Arauz

Find your passion. 2009 Mike Arauz

Find the desire path. 2009 Mike Arauz

Make your brand useful to the travelers. 2009 Mike Arauz

I’d love to tell you more about this. Email me: speaking@mikearauz.com Let’s connect on twitter: @mikearauz i left the rest of my thoughts on my blog: www.mikearauz.com Mike Arauz is a Strategist at Undercurrent, a New York based digital think tank. 2009 Mike Arauz

Special thanks: Image Credits: Background by pareeerica: David Armano – darmano.typepad.com http://www.flickr.com/photos/8078381@N03/3043325110/ Noah Brier – noahbrier.com The Calm After the Show by Thomas Hawk: http://www.flickr.com/photos/thomashawk/155918164/ Seth Godin – sethgodin.typepad.com Desire Path by Skuds: http://www.flickr.com/photos/skuds/271501341/ Gavin Heaton – servantofchaos.com Sean Howard – craphammer.ca This presentation is licensed under the Creative Commons Attribution Licence. Henry Jenkins – henryjenkins.org You are free: PSFK – psfk.com to Share – to copy, distribute and transmit the work Faris Yakob – farisyakob.typepad.com to Remix – to adapt the work I’ve been reading these blogs religiously for years, and their thoughts have surely Under the following conditions: inspired my own on this subject. Attribution. You must attribute the work as “by Mike Arauz” (but not in any way that suggests that they endorse you or your use of the work). 2009 Mike Arauz

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Desire Paths: Branding for Digital Lives

by Mike Arauz on Mar 08, 2009

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Desire Paths: Branding for Digital Lives — Presentation Transcript