0
@MIKEATHERTON
A MINIMUM VIABLE PRESENTATION
FOR CONGILITY 2014
!
BRANDING ISN’T
BOLLOCKS
Sharepoint sucks.
!
Alastair Mitchell and Andy McLoughlin
THE FEATURITIS CURVE
Number of features
Userhappiness
“Nice, but I wish it did more…”
“So glad they added this!”
“Cool!”
“...
50MILLIONUSERS
38years 13years 6months4years 50days
Purefunction
Featurewars
Experiencewars
TECHNOLOGY LIFECYCLE
Don Norman, The Invisible Computer, 1998
People buy empowered versions
of themselves.
simple, intuitive, magical,
personal, loved, everywhere.
@MIKEATHERTON
HUDDLE DESIGN PRINCIPLES
simple, intuitive, magical,
personal, loved, everywhere.
HUDDLE DESIGN PRINCIPLES
S.I.M.P.L.E.
Marketers are only as good as
what they have to work with.
Brands live in the emotional
centres of the brain.
YOUR BRAND IS NOT YOUR LOGO.
@MIKEATHERTON
BRANDS OWN A CORNER
OF YOUR MIND.
BRAND IS A SMALL, DIFFERENTIATED IDEA.
CarSafe Games Console
Casual CameraInstant
THE FIRST LAW OF BRANDING IS
AL RIES, THE 22 IMMUTABLE LAWS OF BRANDING
FOCUSOWNING A SINGLE DIFFERENTIATED IDEA IN THE CU...
Who are you?
(Identity)
What are you?
(Meaning)
What do I think about you?
(Response)
What about you and me?
(Relationship...
commodities
goods
services
experiences
transformations
CUSTOMERRELEVANCY
DIFFERENTIATION
PRICE PREMIUM
PROGRESSION OF ECON...
A brand is an idea that you
stand for, made real by what
you do and expressed through
your personality.
!
Wally Olins
We choose to go to the moon.
John F. Kennedy, 1962
WRITE YOUR BRAND STORY
@MIKEATHERTON
TELL THE TALE OF YOUR
PAST, PRESENT AND FUTURE.
TELL US WHERE YOU CAME FROM AND WHAT ...
We made an
online guide to
wildlife using
BBC content
Why is that
important?
It gives people
new access to
the BBC’s
natur...
Our core values are the qualities
we care most about.
C O M M U N I C AT I O N
R E S P E C T
I N T E G R I T Y
E X C E L L E N C E
thanks to @jcolman
Our values are not who we aspire to be.
Our values are who we are.
Astronaut name
Values they exhibit
Why they should go
Dan
Always invent
Makes social important

Always ask questions
Dan r...
Core value candidates
Always be inventing
Never know everything
Stay young and foolish
Push for better
Make a customer’s d...
Rohit Bhargava
Personality Not Included
Brand voice must be
unique, authentic
and talkable.
Stripped of all context, does your
content still sound like you?
FIND YOUR TRUE VOICE
@MIKEATHERTON
CUTE IS NOT THE ONLY
TONE OF VOICE.
AIM FOR UNIQUE, AUTHENTIC, TALKABLE...AND APPROPRIA...
Workshops bridge the silos
and foster collaboration.
Feminine but not girly
Witty but not zany
Informal but not cutesy
Clever but not elitist
Geeky but not niche
Irreverent bu...
TONE OF VOICE
The people's champion, speaking to those on the
front-line. A friendly tone echoes the people behind
the bra...
Tina Fey
Modern woman, intelligent humour,
touch of sarcasm.
Hugh Laurie
British manner with global relevance,
dry sarcasm...
Too little Just right Too much
“ A secure online environment where
information can easily and securely be
shared externall...
*Actual event may not match photo.
REMEMBER YOUR MASLOW
MEET BASIC NEEDS
BEFORE DELIGHT
SPEND YOUR GOODWILL ON PERSONALITY
@MIKEATHERTON
CHALLENGER BRANDS
AL RIES & JACK TROUT, POSITIONING: THE BATTLE FOR YOUR MIND
REFRAME THE
CONVERSATIONMAKING US CONSIDER T...
$500? It’s the most
expensive phone in
the world!
!
Steve Ballmer on the iPhone,
2007
ComputerPersonal
ComputerPocket
CarSmall
Fabric
Cruelty-free
INTELLIGENCE
Yours
Your smart skills and expertise can inform and inspire others.
!
Your company’s
We emphasise the value ...
Collaboration
Blogging
Photo-sharing
Intelligent Micro
Instant
CHOOSE YOUR WORDS CAREFULLY
FROM PERSONALITY
TO POSITIONING.
LET YOUR VOICE TELL US WHY YOU’RE DIFFERENT.
@MIKEATHERTON
BRAND IS YOUR RESPONSIBILITY
@MIKEATHERTON
MAKING MARKETING RUN
YOUR BRAND IS LIKE MAKING
I.T. RUN YOUR WEBSITE.
LIVE YOUR...
The web was invented to connect content silos.
THE FUTURE OF WEB CONTENT
@MIKEATHERTON
SMALL PIECES,
LOOSELY JOINED.
FOCUSED AND INTERTWINGLED.
If you don’t link, you’re not part of the web.
Connect with people to connect
them to information.
Let’s work to make information flow faster.
How you write defines your brand.
What you write about defines your brand.
Your design decisions define your brand.
How you treat people defines your brand.
If you’re better than you look, fix the brand.
If you want to look better than you are, fix the company.
Turns out teaching isn't like this.
You are responsible for the
work you put into the world.
!
Mike Monteiro
EVERY COMPANY HAS A BRAND
@MIKEATHERTON
BRAND IS WHAT THEY SAY ABOUT YOU
WHEN YOU’RE NOT IN THE ROOM.
HELP THEM SAY SOMETH...
Thanks for listening!
enjoy the conference
@mikeatherton
slideshare.net/reduxd
My book,which I willtotally writeone day.
!...
Branding isn't bollocks
Branding isn't bollocks
Branding isn't bollocks
Branding isn't bollocks
Branding isn't bollocks
Branding isn't bollocks
Branding isn't bollocks
Branding isn't bollocks
Branding isn't bollocks
Branding isn't bollocks
Branding isn't bollocks
Branding isn't bollocks
Branding isn't bollocks
Branding isn't bollocks
Branding isn't bollocks
Branding isn't bollocks
Branding isn't bollocks
Branding isn't bollocks
Branding isn't bollocks
Branding isn't bollocks
Branding isn't bollocks
Branding isn't bollocks
Branding isn't bollocks
Branding isn't bollocks
Branding isn't bollocks
Branding isn't bollocks
Branding isn't bollocks
Branding isn't bollocks
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Branding isn't bollocks

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My keynote address from Congility 2014. A journey into the basics of brand building and its consequences for all those who work with content and product design.

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Transcript of "Branding isn't bollocks"

  1. 1. @MIKEATHERTON A MINIMUM VIABLE PRESENTATION FOR CONGILITY 2014 ! BRANDING ISN’T BOLLOCKS
  2. 2. Sharepoint sucks. ! Alastair Mitchell and Andy McLoughlin
  3. 3. THE FEATURITIS CURVE Number of features Userhappiness “Nice, but I wish it did more…” “So glad they added this!” “Cool!” “I rule!” “Guess I’d better read the manual” “Where the f*** did they put that?!” “Now I can’t even do the ONE SIMPLE THING I bought this for.” “I suck.” Kathy Sierra - Creating Passionate Users, 2005 Happy user peak RAWR!
  4. 4. 50MILLIONUSERS 38years 13years 6months4years 50days
  5. 5. Purefunction Featurewars Experiencewars TECHNOLOGY LIFECYCLE Don Norman, The Invisible Computer, 1998
  6. 6. People buy empowered versions of themselves.
  7. 7. simple, intuitive, magical, personal, loved, everywhere. @MIKEATHERTON HUDDLE DESIGN PRINCIPLES
  8. 8. simple, intuitive, magical, personal, loved, everywhere. HUDDLE DESIGN PRINCIPLES S.I.M.P.L.E.
  9. 9. Marketers are only as good as what they have to work with.
  10. 10. Brands live in the emotional centres of the brain.
  11. 11. YOUR BRAND IS NOT YOUR LOGO. @MIKEATHERTON BRANDS OWN A CORNER OF YOUR MIND. BRAND IS A SMALL, DIFFERENTIATED IDEA.
  12. 12. CarSafe Games Console Casual CameraInstant
  13. 13. THE FIRST LAW OF BRANDING IS AL RIES, THE 22 IMMUTABLE LAWS OF BRANDING FOCUSOWNING A SINGLE DIFFERENTIATED IDEA IN THE CUSTOMER MIND
  14. 14. Who are you? (Identity) What are you? (Meaning) What do I think about you? (Response) What about you and me? (Relationship) THE BRAND LADDER “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
  15. 15. commodities goods services experiences transformations CUSTOMERRELEVANCY DIFFERENTIATION PRICE PREMIUM PROGRESSION OF ECONOMIC VALUE Joseph Pine II and James H. Gilmore - The Experience Economy, 1999
  16. 16. A brand is an idea that you stand for, made real by what you do and expressed through your personality. ! Wally Olins
  17. 17. We choose to go to the moon. John F. Kennedy, 1962
  18. 18. WRITE YOUR BRAND STORY @MIKEATHERTON TELL THE TALE OF YOUR PAST, PRESENT AND FUTURE. TELL US WHERE YOU CAME FROM AND WHAT YOU’RE HERE TO DO.
  19. 19. We made an online guide to wildlife using BBC content Why is that important? It gives people new access to the BBC’s natural history archive Why? The BBC have invested heavily in natural history programming for over 50 years Why? The BBC want to make quality programmes which stand the test of time. Why? The BBC want to inform, educate, and entertain the British public. Why is that important? The natural history archive has some of the best footage anywhere in the world Core purpose Work back from what you do to uncover your core purpose.
  20. 20. Our core values are the qualities we care most about.
  21. 21. C O M M U N I C AT I O N R E S P E C T I N T E G R I T Y E X C E L L E N C E thanks to @jcolman
  22. 22. Our values are not who we aspire to be. Our values are who we are.
  23. 23. Astronaut name Values they exhibit Why they should go Dan Always invent Makes social important
 Always ask questions Dan represents the youthful spirit of the company, always trying new things and pushing us to do better. Astronaut name Values they exhibit Why they should go Michelle Loves customers Problem-solver Pride in teaching Michelle loves customer relationships - she can’t do enough to help. Her passion for the product makes her a great enthusiastic explainer. Astronaut name Values they exhibit Why they should go Suzanne Social conscience Gives us deeper meaning Suzanne’s work on our community programme reminds us of the real good our product can do for people, which makes us want to make it better. Astronaut name Values they exhibit Why they should go Kunal Takes UK to the world Hits all his targets Finds opportunities Kunal has made sure the world knows our name without compromising our personality. He’s great at finding new markets we can sell to. Astronaut name Values they exhibit Why they should go Jami Voice of the user Wants to beat competition Jami knows what users want, goes to bat for customers, and makes sure we never knowingly lose a customer to the competition.
  24. 24. Core value candidates Always be inventing Never know everything Stay young and foolish Push for better Make a customer’s day, every day Share knowledge openly Support our communities Take the UK to the World Explore strange new worlds Go to bat for the customer Never knowingly lose a customer to the competition !
  25. 25. Rohit Bhargava Personality Not Included Brand voice must be unique, authentic and talkable.
  26. 26. Stripped of all context, does your content still sound like you?
  27. 27. FIND YOUR TRUE VOICE @MIKEATHERTON CUTE IS NOT THE ONLY TONE OF VOICE. AIM FOR UNIQUE, AUTHENTIC, TALKABLE...AND APPROPRIATE TO YOUR PRODUCT.
  28. 28. Workshops bridge the silos and foster collaboration.
  29. 29. Feminine but not girly Witty but not zany Informal but not cutesy Clever but not elitist Geeky but not niche Irreverent but not vague Parental but not stern Stylish but not dated Trustworthy but not boring Surprising but not shocking
  30. 30. 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.
  31. 31. Tina Fey Modern woman, intelligent humour, touch of sarcasm. Hugh Laurie British manner with global relevance, dry sarcasm. New MINI British know-how, glamour, fun, well- built, informal, technology wrapped in timeless style. David Tennant Charm, British but global, warmth, geek chic. Moo Avoiding commoditisation by delivering delight in the details. Dyson British boffin builds beautiful ball, beating big boys. MailChimp Application meets character to build a pleasurable experience. Zipcar Disrupting a complex incumbent with an easy, smart vision.
  32. 32. Too little Just right Too much “ A secure online environment where information can easily and securely be shared externally within your business ecosystem.” “A place where you can share documents more easily and securely with your co-workers.” “A cool safe place for you to hang out at work and share your secret files.” “Welcome, Alastair Mitchell.” “Hello Alastair. Are you sitting comfortably? Then let's begin.” “Yo Alastair! Ready to rock and roll?” “Operation failed.
 Please try again.” “Your file didn't upload properly. Sorry about that. Try again?” “Uh-oh.The tubes got clogged. Let's have a do-over.” “No files or folders.” “What a desolate place this is! Maybe add some documents?” “Zip. Nada. Nothing to see here. Move along, already!”
  33. 33. *Actual event may not match photo.
  34. 34. REMEMBER YOUR MASLOW MEET BASIC NEEDS BEFORE DELIGHT SPEND YOUR GOODWILL ON PERSONALITY @MIKEATHERTON
  35. 35. CHALLENGER BRANDS AL RIES & JACK TROUT, POSITIONING: THE BATTLE FOR YOUR MIND REFRAME THE CONVERSATIONMAKING US CONSIDER THE CATEGORY IN NEW WAYS
  36. 36. $500? It’s the most expensive phone in the world! ! Steve Ballmer on the iPhone, 2007
  37. 37. ComputerPersonal ComputerPocket CarSmall
  38. 38. Fabric Cruelty-free
  39. 39. INTELLIGENCE Yours Your smart skills and expertise can inform and inspire others. ! Your company’s We emphasise the value of content, not the storing of files. ! Ours We give you content and people you should be connecting with.
  40. 40. Collaboration Blogging Photo-sharing Intelligent Micro Instant
  41. 41. CHOOSE YOUR WORDS CAREFULLY FROM PERSONALITY TO POSITIONING. LET YOUR VOICE TELL US WHY YOU’RE DIFFERENT. @MIKEATHERTON
  42. 42. BRAND IS YOUR RESPONSIBILITY @MIKEATHERTON MAKING MARKETING RUN YOUR BRAND IS LIKE MAKING I.T. RUN YOUR WEBSITE. LIVE YOUR VALUES IN EVERYTHING YOU DO.
  43. 43. The web was invented to connect content silos.
  44. 44. THE FUTURE OF WEB CONTENT @MIKEATHERTON SMALL PIECES, LOOSELY JOINED. FOCUSED AND INTERTWINGLED.
  45. 45. If you don’t link, you’re not part of the web.
  46. 46. Connect with people to connect them to information.
  47. 47. Let’s work to make information flow faster.
  48. 48. How you write defines your brand.
  49. 49. What you write about defines your brand.
  50. 50. Your design decisions define your brand.
  51. 51. How you treat people defines your brand.
  52. 52. If you’re better than you look, fix the brand. If you want to look better than you are, fix the company.
  53. 53. Turns out teaching isn't like this.
  54. 54. You are responsible for the work you put into the world. ! Mike Monteiro
  55. 55. EVERY COMPANY HAS A BRAND @MIKEATHERTON BRAND IS WHAT THEY SAY ABOUT YOU WHEN YOU’RE NOT IN THE ROOM. HELP THEM SAY SOMETHING NICE.
  56. 56. Thanks for listening! enjoy the conference @mikeatherton slideshare.net/reduxd My book,which I willtotally writeone day. !!MIKE ATHERTON Buy my book!
 (Just kidding. I haven’t written a book.)
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