A MINIMUM VIABLE PRESENTATION
FOR NUX2

BRANDING:

ALL IN THE MIND
@MIKEATHERTON
Sharepoint sucks.

!

Alastair Mitchell and Andy McLoughlin
THE FEATURITIS CURVE
Happy user peak
RAWR!

User happiness

“I rule!”

“Guess I’d better read the manual”
“Where the f*** ...
2001

“No wireless. Less storage space than a Nomad. Lame. I don't see many sales in the future...”
Slashdot commenter

!
...
50 MILLION USERS

38 years

13 years

4 years

6 months

50 days
YOUR BRAND IS NOT YOUR LOGO.

BRANDS OWN A CORNER
OF YOUR MIND.
BRAND IS A SMALL, DIFFERENTIATED IDEA.

@MIKEATHERTON
Safe

Car

Robot

Vacuum

Instant

Camera
THE FIRST LAW OF BRANDING IS

FOCUS

OWNING A SINGLE DIFFERENTIATED IDEA IN THE CUSTOMER MIND

AL RIES, THE 22 IMMUTABLE L...
What about you and me?
(Relationship)

What do I think about you?
(Response)

THE BRAND LADDER
What are you?
(Meaning)

Wh...
PROGRESSION OF ECONOMIC VALUE
transformations
DIFFERENTIATION

services
goods
commodities

CUSTOMER RELEVANCY

experiences...
A brand is an idea that you
stand for, made real by what
you do and expressed through
your personality.
!

Wally Olins
VALUES: The iconic things that you stand for
above all else.
!

PERSONALITY: Your specific characteristics,
or how others ...
We choose to go to the moon.
John F. Kennedy, 1962
WRITE YOUR BRAND STORY

TELL THE TALE OF YOUR
PAST, PRESENT AND FUTURE.
TELL US WHERE YOU CAME FROM AND WHAT YOU’RE HERE T...
VALUES: The iconic things that you stand for
above all else.
!

PERSONALITY: Your specific characteristics,
or how others ...
Brand voice must be
unique, authentic
and talkable.
Rohit Bhargava
Personality Not Included
FIND YOUR TRUE VOICE

CUTE IS NOT THE ONLY
TONE OF VOICE.
AIM FOR UNIQUE, AUTHENTIC, TALKABLE...AND APPROPRIATE TO YOUR PR...
CHALLENGER BRANDS

REFRAME THE
CONVERSATION
MAKING US CONSIDER THE CATEGORY IN NEW WAYS

AL RIES & JACK TROUT, POSITIONING...
$500? It’s the most
expensive phone in
the world!
!

Steve Ballmer on the iPhone,
2007
Flop

Personal

Computer

Jumping

Small

Pocket

Computer

Car
Cruelty-free

Fabric
CHOOSE YOUR WORDS CAREFULLY

FROM PERSONALITY
TO POSITIONING.
LET YOUR VOICE TELL US WHY YOU’RE DIFFERENT.

@MIKEATHERTON
Feminine but not girly

Irreverent but not vague

Witty but not zany

Parental but not stern

Informal but not cutesy

Sty...
Hugh Laurie
British manner with global
relevance, dry sarcasm.

David Tennant

Charm, British but
global, warmth,
geek chi...
TONE OF VOICE
The people's champion, speaking to those on the
front-line. A friendly tone echoes the people behind
the bra...
Example: In-app greeting
Too little

Just right

Too much

“Welcome,


“Hello Alastair. Are you
sitting comfortably?
Then ...
REMEMBER YOUR MASLOW

MEET BASIC NEEDS
BEFORE DELIGHT
SPEND YOUR GOODWILL ON PERSONALITY

@MIKEATHERTON
A brand is an idea that you stand
for, made real by what you do and
expressed through your personality.
BRAND-DRIVEN DESIGN

PUTS YOUR DIFFERENTIATOR, VALUES AND ATTITUDE INTO
THE HEART OF YOUR PRODUCT.
Intelligent

Micro
Collaboration

Blogging

Micro
News
People think focus means saying
yes to the thing you’ve got to focus
on. But that’s not what it means
at all.
!

It means ...
MORE CHALLENGES
Agile makes sweeping changes hard
Sharpening focus takes true grit
Customers want faster horses

@MIKEATHE...
THE FUTURE OF DIGITAL PRODUCTS

SMALL PIECES,
LOOSELY JOINED.
FOCUSED AND INTEROPERABLE.

@MIKEATHERTON
BRAND IS YOUR RESPONSIBILITY

MAKING MARKETING RUN
YOUR BRAND IS LIKE MAKING
I.T. RUN YOUR WEBSITE.
LIVE YOUR VALUES IN EV...
BE A CHALLENGER

DON’T ATTACK PRODUCTS.
CHANGE IDEAS.
SOLVE THE PROBLEM IN A BETTER WAY.

@MIKEATHERTON
FIND THE UNCONTESTED GROUND

MAKE THINGS UNIQUE,
AUTHENTIC & TALKABLE.
USE BRAND-VALUES TO DEFINE YOUR PROPOSITION.

@MIKE...
BRAND-DRIVEN DESIGN

KNOW YOUR HEART
REFRAME YOUR CATEGORY
DEFINE YOUR MISSION
FIND YOUR VOICE

MAKE YOUR DIFFERENCE SHINE...
Brand-driven design for Content Strategy
Brand-driven design for Content Strategy
Brand-driven design for Content Strategy
Brand-driven design for Content Strategy
Brand-driven design for Content Strategy
Brand-driven design for Content Strategy
Brand-driven design for Content Strategy
Brand-driven design for Content Strategy
Brand-driven design for Content Strategy
Brand-driven design for Content Strategy
Brand-driven design for Content Strategy
Brand-driven design for Content Strategy
Brand-driven design for Content Strategy
Brand-driven design for Content Strategy
Brand-driven design for Content Strategy
Brand-driven design for Content Strategy
Brand-driven design for Content Strategy
Brand-driven design for Content Strategy
Brand-driven design for Content Strategy
Brand-driven design for Content Strategy
Brand-driven design for Content Strategy
Brand-driven design for Content Strategy
Brand-driven design for Content Strategy
Brand-driven design for Content Strategy
Brand-driven design for Content Strategy
Brand-driven design for Content Strategy
Brand-driven design for Content Strategy
Brand-driven design for Content Strategy
Brand-driven design for Content Strategy
Brand-driven design for Content Strategy
Brand-driven design for Content Strategy
Brand-driven design for Content Strategy
Brand-driven design for Content Strategy
Brand-driven design for Content Strategy
Brand-driven design for Content Strategy
Brand-driven design for Content Strategy
Brand-driven design for Content Strategy
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Brand-driven design for Content Strategy

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The remix of my talk on brand strategy with a focus on content strategy. My wins and fails of creating differentiation and tone of voice at a B2B enterprise startup. If the slides make no sense, invite me to give the talk live and/or run a workshop. I'm pretty cheap and I don't mind flying coach.

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Brand-driven design for Content Strategy

  1. 1. A MINIMUM VIABLE PRESENTATION FOR NUX2 BRANDING: ALL IN THE MIND @MIKEATHERTON
  2. 2. Sharepoint sucks. ! Alastair Mitchell and Andy McLoughlin
  3. 3. THE FEATURITIS CURVE Happy user peak RAWR! User happiness “I rule!” “Guess I’d better read the manual” “Where the f*** did they put that?!” “Cool!” “Now I can’t even do the ONE SIMPLE THING I bought this for.” “So glad they added this!” “Nice, but I wish it did more…” “I suck.” Number of features Kathy Sierra - Creating Passionate Users, 2005
  4. 4. 2001 “No wireless. Less storage space than a Nomad. Lame. I don't see many sales in the future...” Slashdot commenter ! “All this hype for something so ridiculous! Who cares about an MP3 player?” MacRumors commenter 350,000,000 iPods sold (September 2012)
  5. 5. 50 MILLION USERS 38 years 13 years 4 years 6 months 50 days
  6. 6. YOUR BRAND IS NOT YOUR LOGO. BRANDS OWN A CORNER OF YOUR MIND. BRAND IS A SMALL, DIFFERENTIATED IDEA. @MIKEATHERTON
  7. 7. Safe Car Robot Vacuum Instant Camera
  8. 8. THE FIRST LAW OF BRANDING IS FOCUS OWNING A SINGLE DIFFERENTIATED IDEA IN THE CUSTOMER MIND AL RIES, THE 22 IMMUTABLE LAWS OF BRANDING
  9. 9. What about you and me? (Relationship) What do I think about you? (Response) THE BRAND LADDER What are you? (Meaning) Who are you? (Identity) “Building brand equity is a sequence of steps, where each step is dependent on successful completion of the previous one.” Kevin Lane Keller - Building Customer-based Brand Equity, 2001
  10. 10. PROGRESSION OF ECONOMIC VALUE transformations DIFFERENTIATION services goods commodities CUSTOMER RELEVANCY experiences PRICE PREMIUM Joseph Pine II and James H. Gilmore - The Experience Economy, 1999
  11. 11. A brand is an idea that you stand for, made real by what you do and expressed through your personality. ! Wally Olins
  12. 12. VALUES: The iconic things that you stand for above all else. ! PERSONALITY: Your specific characteristics, or how others would describe you.
  13. 13. We choose to go to the moon. John F. Kennedy, 1962
  14. 14. WRITE YOUR BRAND STORY TELL THE TALE OF YOUR PAST, PRESENT AND FUTURE. TELL US WHERE YOU CAME FROM AND WHAT YOU’RE HERE TO DO. @MIKEATHERTON
  15. 15. VALUES: The iconic things that you stand for above all else. ! PERSONALITY: Your specific characteristics, or how others would describe you.
  16. 16. Brand voice must be unique, authentic and talkable. Rohit Bhargava Personality Not Included
  17. 17. FIND YOUR TRUE VOICE CUTE IS NOT THE ONLY TONE OF VOICE. AIM FOR UNIQUE, AUTHENTIC, TALKABLE...AND APPROPRIATE TO YOUR PRODUCT. @MIKEATHERTON
  18. 18. CHALLENGER BRANDS REFRAME THE CONVERSATION MAKING US CONSIDER THE CATEGORY IN NEW WAYS AL RIES & JACK TROUT, POSITIONING: THE BATTLE FOR YOUR MIND
  19. 19. $500? It’s the most expensive phone in the world! ! Steve Ballmer on the iPhone, 2007
  20. 20. Flop Personal Computer Jumping Small Pocket Computer Car
  21. 21. Cruelty-free Fabric
  22. 22. CHOOSE YOUR WORDS CAREFULLY FROM PERSONALITY TO POSITIONING. LET YOUR VOICE TELL US WHY YOU’RE DIFFERENT. @MIKEATHERTON
  23. 23. Feminine but not girly Irreverent but not vague Witty but not zany Parental but not stern Informal but not cutesy Stylish but not dated Clever but not elitist Trustworthy but not boring Geeky but not niche Surprising but not shocking
  24. 24. Hugh Laurie British manner with global relevance, dry sarcasm. David Tennant Charm, British but global, warmth, geek chic. New MINI British know-how, glamour, fun, well-built, informal, technology wrapped in timeless style. Tina Fey Modern woman, intelligent humor, touch of sarcasm.
  25. 25. TONE OF VOICE The people's champion, speaking to those on the front-line. A friendly tone echoes the people behind the brand. We’re authoritative, understated, charming and witty. We’ve even a sliver of geek chic. We're resonant to the British, and relevant to the world.
  26. 26. Example: In-app greeting Too little Just right Too much “Welcome,
 “Hello Alastair. Are you sitting comfortably? Then let's begin.” “Yo Alastair! Ready to Alastair Mitchell.” rock and roll?”
  27. 27. REMEMBER YOUR MASLOW MEET BASIC NEEDS BEFORE DELIGHT SPEND YOUR GOODWILL ON PERSONALITY @MIKEATHERTON
  28. 28. A brand is an idea that you stand for, made real by what you do and expressed through your personality.
  29. 29. BRAND-DRIVEN DESIGN PUTS YOUR DIFFERENTIATOR, VALUES AND ATTITUDE INTO THE HEART OF YOUR PRODUCT.
  30. 30. Intelligent Micro Collaboration Blogging Micro News
  31. 31. People think focus means saying yes to the thing you’ve got to focus on. But that’s not what it means at all. ! It means saying no to a hundred other good ideas. ! Steve Jobs
  32. 32. MORE CHALLENGES Agile makes sweeping changes hard Sharpening focus takes true grit Customers want faster horses @MIKEATHERTON
  33. 33. THE FUTURE OF DIGITAL PRODUCTS SMALL PIECES, LOOSELY JOINED. FOCUSED AND INTEROPERABLE. @MIKEATHERTON
  34. 34. BRAND IS YOUR RESPONSIBILITY MAKING MARKETING RUN YOUR BRAND IS LIKE MAKING I.T. RUN YOUR WEBSITE. LIVE YOUR VALUES IN EVERYTHING YOU DO. @MIKEATHERTON
  35. 35. BE A CHALLENGER DON’T ATTACK PRODUCTS. CHANGE IDEAS. SOLVE THE PROBLEM IN A BETTER WAY. @MIKEATHERTON
  36. 36. FIND THE UNCONTESTED GROUND MAKE THINGS UNIQUE, AUTHENTIC & TALKABLE. USE BRAND-VALUES TO DEFINE YOUR PROPOSITION. @MIKEATHERTON
  37. 37. BRAND-DRIVEN DESIGN KNOW YOUR HEART REFRAME YOUR CATEGORY DEFINE YOUR MISSION FIND YOUR VOICE MAKE YOUR DIFFERENCE SHINE THANKS! @MIKEATHERTON
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