My talk from EuroIA 2012 in Rome. How product designers should understand the basics of brand theory to build a differentiated proposition, values and personality into the heart of the digital product experience.
2001“No wireless. Less space than
aNomad. Lame. I dont see many salesin the future of iPod.”Slashdot commenter“I still cant believe this! All this hypefor something so ridiculous! Whocares about an MP3 player?”MacRumors commenter300,000,000 iPods sold (October 2011)
“Ive never been particularly goodwith
numbers, but I think Ivedone a reasonable job withfeelings.Im convinced that it is feelings,and feelings alone, that accountfor the success of the Virginbrand and all its myriad forms.”Richard Branson
Use known characters to define
your own.Hugh LaurieBritish manner with globalrelevance, dry sarcasm. New MINIDavid Tennant British know-how, Tina FeyCharm, British but glamour, fun, well-built, Modern woman, intelligent humor,global, warmth, informal, technology wrapped in timeless style. touch of sarcasm.geek chic.
BRAND-DRIVEN DESIGNCompetes not on features,
but on an experience built around a single, differentiated idea communicated through authentic, talkable and unique values and personality traits. It builds preference, loyalty and love.