Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
REBALANCE 
Finding the Right Mix 
of Brand and User
Kalev Peekna 
@kpeekna
THIS IS A STORY OF…
VS
VS
VS
VS
VS
VS
BUT IT’S ALSO ABOUT…
VS
VS
VS
THE PROPOSITION
Two Dominant Design Theories 
EAST COAST 
Brand Centric Design 
WEST COAST 
User Centric Design
Brand Centric Design 
WHERE IT STARTED 
• Madison Avenue creative agencies 
HOW IT WORKS 
• Adapts the creative marketing ...
User Centric Design 
WHERE IT STARTED 
• Silicon Valley software companies 
HOW IT WORKS 
• Adapts the product design proc...
Some Light Homework
Some Lighter Homework
EAST COAST 
Brand Centric Design
Hallmarks of Brand Centric Design 
• Leads with creative (i.e., visual) design, and follows 
a creative process 
• Values ...
EAST COAST 
Some Examples
BMW 
Website 
Big Spaceship
BMW 
iPad App 
Big Spaceship
BMW 
iPad App 
Big Spaceship
BMW 
iPad App 
Big Spaceship
HERMÈS 
Website 
Publicis
HERMÈS 
Tumblr 
Spill.net
L’OREAL 
Website 
R/GA
L’OREAL 
iPad App 
R/GA
Brand Centric – Observations 
• Boy, do they look good: high production values, 
differentiated, compelling 
• You really ...
When Brands Attack! 
Logo 
Navigation 
Big, compelling ad 
(probably cross-channel) 
smaller ad video/YouTube ad social me...
When Brands Attack! – Option 2 
Logo 
Navigation 
Very Cool Stuff 
(that I have no reason to click on)
WEST COAST 
User Centric Design
Hallmarks of User Centric Design 
• Leads with functional/content offering (i.e, what it 
does), and follows a product des...
WEST COAST 
Some Examples
Tesla 
Cars from the Future
Bloomeon 
B2B Sales / Marketing
Clozet 
Personal Organization
Hippostack 
B2B Healthcare
Fancred 
Sports. I think.
Freshdesk 
B2B Customer Support
User Centric – Observations 
• Content, actions, and navigation are clear 
• You know what to do; they know what to measur...
When Users Attack! 
Logo 
Navigation 
Stock Photo 
(or product shot) 
“Get Started” or “Sign Up” 
Another CTA Another CTA ...
Are All Users Really the Same? 
The “user centric” pattern emerges in West Coast designs 
across all industries, and presu...
THIRD COAST 
Finding the Balance
So who is right? 
Depending on your 
perspective, either both are 
right, or both are wrong. 
Because designers of all 
ty...
The Balance 
Good marketing always starts 
with good communication. 
And good communication 
always runs both ways. 
Go to...
The Balance – Why It Works 
What 
you 
want 
from users 
What 
users 
want 
from you 
Shared 
Needs & Goals 
value-driven ...
The Balance in Action 
Two examples of what a Brand-User balance looks 
like in the wild: 
• User Personas – Understanding...
User Personas
User Personas 
User Personas are a core exercise in brand centric approaches, where 
they serve as an input to creative de...
User Personas – Adding Balance 
The first step is to base your description on data, not imagination. The 
second is to add...
But How Do We Know? 
Marketing leaders know how to articulate what their firm wants from their 
users. But what’s the secr...
Mapping the overlap 
With the goals clearly stated, it’s relatively easy to start mapping overlap in 
a way that suggests ...
SCENARIOS
Scenarios – Building the Experience 
A scenario is simply a workflow of steps that show how a 
shared need can be met. Whe...
Scenarios – Adding Balance 
The key to adding balance to a scenario is to think hard about why users 
want to start intera...
Scenario Example 
INITIATION INTERACTION OUTCOMES 
Researches new 
business problem 
with a web search 
Receives topical 
...
Measuring the Balance 
Scenarios can lead you to a better understanding of how to measure your 
digital marketing efforts:...
PARTING THOUGHTS
Some Things to Think About 
• Don’t hit your balance by pulling back from either 
brand or user. Hit the balance by workin...
#1NLab14: Rebalance
Upcoming SlideShare
Loading in …5
×

#1NLab14: Rebalance

478 views

Published on

Kalev Peekna, Managing Director of Strategy at One North, discusses the importance of finding a balance between brand-centric and user-centric marketing in this East Coast vs. West Coast analysis.

From the 2014 Experience Lab: Reimagine Marketing. To watch a video of this presentation, visit http://bit.ly/1zViNx0.

Published in: Marketing
  • Be the first to comment

  • Be the first to like this

#1NLab14: Rebalance

  1. 1. REBALANCE Finding the Right Mix of Brand and User
  2. 2. Kalev Peekna @kpeekna
  3. 3. THIS IS A STORY OF…
  4. 4. VS
  5. 5. VS
  6. 6. VS
  7. 7. VS
  8. 8. VS
  9. 9. VS
  10. 10. BUT IT’S ALSO ABOUT…
  11. 11. VS
  12. 12. VS
  13. 13. VS
  14. 14. THE PROPOSITION
  15. 15. Two Dominant Design Theories EAST COAST Brand Centric Design WEST COAST User Centric Design
  16. 16. Brand Centric Design WHERE IT STARTED • Madison Avenue creative agencies HOW IT WORKS • Adapts the creative marketing process to the unique opportunities of digital WHAT IT WANTS • To create a compelling, differentiated brand experience across all channels, including digital
  17. 17. User Centric Design WHERE IT STARTED • Silicon Valley software companies HOW IT WORKS • Adapts the product design process to the unique challenges of marketing WHAT IT WANTS • Create useful, functional tools that improve interaction in measurable ways
  18. 18. Some Light Homework
  19. 19. Some Lighter Homework
  20. 20. EAST COAST Brand Centric Design
  21. 21. Hallmarks of Brand Centric Design • Leads with creative (i.e., visual) design, and follows a creative process • Values core marketing aims: impressions, differentiation, positioning • Starts and ends with the brand • Integrates Digital into a more comprehensive, “multi-channel” experience • Thinks in terms of campaigns: design, launch, measure; design, launch, measure…
  22. 22. EAST COAST Some Examples
  23. 23. BMW Website Big Spaceship
  24. 24. BMW iPad App Big Spaceship
  25. 25. BMW iPad App Big Spaceship
  26. 26. BMW iPad App Big Spaceship
  27. 27. HERMÈS Website Publicis
  28. 28. HERMÈS Tumblr Spill.net
  29. 29. L’OREAL Website R/GA
  30. 30. L’OREAL iPad App R/GA
  31. 31. Brand Centric – Observations • Boy, do they look good: high production values, differentiated, compelling • You really get what they are all about But: • Looks like an ad. And ads don’t do anything. • Reason to be there is unclear • Reason to engage is unclear • Measurable outcomes are unclear
  32. 32. When Brands Attack! Logo Navigation Big, compelling ad (probably cross-channel) smaller ad video/YouTube ad social media
  33. 33. When Brands Attack! – Option 2 Logo Navigation Very Cool Stuff (that I have no reason to click on)
  34. 34. WEST COAST User Centric Design
  35. 35. Hallmarks of User Centric Design • Leads with functional/content offering (i.e, what it does), and follows a product design process • Starts and ends with the user: what she wants and how she wants to do it • Values simplicity, clean sightlines, ease of use, and clear actions • Thinks in terms of releases: smaller improvements in shorter iterations. The “product” is never “finished.”
  36. 36. WEST COAST Some Examples
  37. 37. Tesla Cars from the Future
  38. 38. Bloomeon B2B Sales / Marketing
  39. 39. Clozet Personal Organization
  40. 40. Hippostack B2B Healthcare
  41. 41. Fancred Sports. I think.
  42. 42. Freshdesk B2B Customer Support
  43. 43. User Centric – Observations • Content, actions, and navigation are clear • You know what to do; they know what to measure But: • They all look the same. Almost exactly the same. • Design is “skinned”: stock imagery + common patterns + trends • Markets the features, not the benefits • Informational, but not compelling
  44. 44. When Users Attack! Logo Navigation Stock Photo (or product shot) “Get Started” or “Sign Up” Another CTA Another CTA Another CTA More content down here. Maybe.
  45. 45. Are All Users Really the Same? The “user centric” pattern emerges in West Coast designs across all industries, and presumably, all types of users: Bloomeon • B2B Sales & Marketing CareerDean • Recent Grads Chooos • B2B Marketing Clozet • Personal Organization Coeverywhere • Consumer Travel ContentForest • B2B Marketing FanCred • Sports (I think) Firepaper • Education Freshdesk • B2B Customer Support Hashtago • Consumers HippoStack • B2B Healthcare Hive • Consumer Music Lamplighter • Coders Openbay • Autocare Sprintly • Project Managers Shyp • Logistics Tesla • Cars Trazy • Travel WeFunder • Investing Wellframe • B2B Healthcare Xenapto • Investing It raises obvious question: Can all these users really be looking for the same thing? Where is the differentiation, the innovation?
  46. 46. THIRD COAST Finding the Balance
  47. 47. So who is right? Depending on your perspective, either both are right, or both are wrong. Because designers of all types adhere passionately to their “process,” it’s easy to conclude that it’s an either/or proposition.
  48. 48. The Balance Good marketing always starts with good communication. And good communication always runs both ways. Go too hard to one side and you’re like a bad dinner guest. Either you’re talking too much, or you’re not contributing. Either way, you’re a bore.
  49. 49. The Balance – Why It Works What you want from users What users want from you Shared Needs & Goals value-driven RELATIONSHIP BRAND seller • vendor • firm • publisher USER client • customer • audience • reader
  50. 50. The Balance in Action Two examples of what a Brand-User balance looks like in the wild: • User Personas – Understanding where your goals overlap • Scenarios – Imagining how everyone gets their needs met
  51. 51. User Personas
  52. 52. User Personas User Personas are a core exercise in brand centric approaches, where they serve as an input to creative design: Bernard Bumbletrousers CEO Age: 55 Lifestyle: Workaholic. The only thing from college that still fits is his scarf. Career: Worked up through the Sales at his first job to VP, now on his 2nd appointment as CEO of a growing firm Drives: Has people for that Drinks: Black coffee by day; Rye (neat) by night Phone: Blackberry Social: LinkedIn. Everything else: to check up on his kids. Brands: TaylorMade, BMW, Paul Stuart, McKinsey, Salesforce
  53. 53. User Personas – Adding Balance The first step is to base your description on data, not imagination. The second is to add a clear statement of his and your needs: Bernard Bumbletrousers CEO What we want from Bernard: • Understand why we are different • See us as experts • Know the full range of what we can offer • Contact us • Tell others about us What Bernard wants from us: • Find useful information • How to contact someone • Know that we understand his business • Who we’ve worked with before • Whether working together will be easy
  54. 54. But How Do We Know? Marketing leaders know how to articulate what their firm wants from their users. But what’s the secret to really understanding what users want from them? YOU HAVE TO ASK. But it may not be as hard as you think. Include (per user type): • 5-8 interviews for qualitative insights • 20 respondents for quantitative data Source: http://www.nngroup.com/articles/why-you-only-need-to-test- with-5-users/
  55. 55. Mapping the overlap With the goals clearly stated, it’s relatively easy to start mapping overlap in a way that suggests clear strategies and opportunities: What we want from Bernard: Understand why we are different See us as experts Know the full range of what we can offer Contact us Tell others about us What Bernard wants from us: Find useful information How to contact someone Know that we understand his business Who we’ve worked with before Whether working together will be easy
  56. 56. SCENARIOS
  57. 57. Scenarios – Building the Experience A scenario is simply a workflow of steps that show how a shared need can be met. Whether you call it a “use case” or “interaction flow,” it’s the creative framework behind all interaction design. Typically, it includes things like: • Content themes • Navigation paths • User choices • Key functionality
  58. 58. Scenarios – Adding Balance The key to adding balance to a scenario is to think hard about why users want to start interactions, and about how you want them to finish: INITIATION Starting points: • Email • Social connection • Web research • Daily news INTERACTION Flow of: • Content themes • Navigation paths • User choices • Key functionality OUTCOMES Results: • Click to other content • Content share • Contact firm Users meeting their goals Brand meeting its goals
  59. 59. Scenario Example INITIATION INTERACTION OUTCOMES Researches new business problem with a web search Receives topical email alert from the firm Receives publication directly from firm partner Sees link to publication while browsing LinkedIn Article loads in user’s browser. Format is readable across all devices. Scans article to determine structure and relevance. Reads article. At the end of the article, automated suggestion for another article on the same subject is presented. Reads second article. Notices that the second article relates to a practice area that he hasn’t used before. At the end of second article, sees an invitation to register to receive more personalized recommendations. Investigates author(s) Contacts article author(s) Sends article link via email to colleague Shares article on LinkedIn Registers for login/ subscriptions Investigates practice area(s)
  60. 60. Measuring the Balance Scenarios can lead you to a better understanding of how to measure your digital marketing efforts: INITIATION Starting points INTERACTION Flow OUTCOMES Results How you measure site / platform performance How you measure campaign performance How you measure ROI
  61. 61. PARTING THOUGHTS
  62. 62. Some Things to Think About • Don’t hit your balance by pulling back from either brand or user. Hit the balance by working harder for both. • If you focus simultaneously on both brand and user, then what you’re end up focusing on is the relationship.

×