General Assembly: The Lean Brand

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My deck for a General Assmebly Boston workshop on accelerating the development of your brand through rapid prototyping and learning.

Published in: Business, Technology

General Assembly: The Lean Brand

  1. 1. Ben Spear Consultant, Brand Strategy & Design THE LEAN BRAND
  2. 2. AGENDA ‣ Intro, Q&A 10m ‣ Why brand? 10m ‣ Industrial vs. Information Age Brands 10m ‣ Lean Brand Development 10m ‣ Workshop 40m ‣ Discussion time 10m 2
  3. 3. INTRODUCTION ‣ BFA Graphic Design, BU College of Fine Arts ‣ Graphic design and corporate identity ‣ Brand strategy and acceleration ‣ Qualitative market research ‣ Berklee, Harvard, P&G, MassChallenge ‣ #brandhack BEN SPEAR CONSULTANT, BRAND STRATEGY & DESIGN 3
  4. 4. Q&A THE LEAN BRAND 4
  5. 5. THE LEAN BRAND WHY BRAND? 5
  6. 6. LESSON 1 6 BRAND = RELATIONSHIP ≠ NAME, LOGO, TAGLINE
  7. 7. WHY BRAND? CLANS 7 ‣ Paleolithic ‣ 2,600,000 years ago ‣ Small egalitarian groups, dynamic leadership ‣ Information is personal, 1-to-1 Image: wikipedia.org/wiki/paleolithic
  8. 8. WHY BRAND? NATIONS 8 ‣ Neolithic ‣ 10,000 years ago ‣ Permanent settlement, pseudo-personhood ‣ Information is disembodied, 1-to-100 Image:
  9. 9. WHY BRAND? CORPORATIONS 9 ‣ Industrial ‣ 250 years ago ‣ Corporate personhood ‣ Information is mass-produced, 1-to-many Image:
  10. 10. WHY BRAND? SINGULARITY 10 ‣ Information ‣ 30 years ago ‣ Planetary consciousness ‣ Information is, many-to-many wikipedia.org/wiki/m
  11. 11. LESSON 2 11 BRAND OCCURS NATURALLY
  12. 12. THE LEAN BRAND INDUSTRIAL VS. INFORMATION AGE BRANDS 12
  13. 13. INDUSTRIAL VS. INFORMATION AGE BRANDS INDUSTRIAL BRANDING 13 ‣ Focused on product ‣ Customers = conversions ‣ Generates wealth ‣ Exploitative ‣ Teaching, forcing, patriarchal Image: james-pratt.com
  14. 14. INDUSTRIAL VS. INFORMATION AGE BRANDS INFORMATIONAL BRANDING 14 ‣ Focused on experience ‣ Customers = partners ‣ Generates value ‣ Collaborative ‣ Learning, guiding, fraternal Image: rosaliewinard.com Temple Grandin
  15. 15. INDUSTRIAL VS. INFORMATION AGE BRANDS ERIC RIES 15 “What creates value for a startup is learning if we are on path to a sustainable business. [Successful companies have to] make that shift in perspective, from making stuff to learning which stuff to make.”
  16. 16. INDUSTRIAL VS. INFORMATION AGE BRANDS 16 vs. vs. vs.
  17. 17. INDUSTRIAL VS. INFORMATION AGE BRANDS 17 vs.
  18. 18. LESSON 3 18 INDUSTRY IS OVER
  19. 19. INDUSTRIAL VS. INFORMATION AGE BRANDS 19 IDEAS BUILD PRODUCT Industrial IDEAS BUILD PRODUCT MEASURE DATA LEARN Information
  20. 20. THE LEAN BRAND LEAN BRAND DEVELOPMENT 20
  21. 21. LEAN BRAND DEVELOPMENT 21 @jeremiahgardner @brantcooper
  22. 22. LEAN BRAND DEVELOPMENT MAJOR TENETS 22 ‣ “Brand genius” is a myth ‣ Brands aren’t manufactured, they’re co-created ‣ Innovation through experimentation and validated learning ‣ Build — Measure — Learn ‣ Story — Artifact — Invitation ‣ “Minimum Viable Brand Relationship” (MVB)
  23. 23. SUMMARY KEY CHALLENGE / QUESTION CASE STUDY ‣ Secure funding ‣ Build beta group ‣ Prototype the customer relationship for feedback - Audience analysis - Persona development - Naming - Identity design Okin measures force during strength training, and transmits data to an app that tracks performance. OKIN 1h30m 23 Okin measures force during strength training and transmits data to an app that tracks performance. Nick Sulham Founder nick@okin.co (508) 596-6030 okin.co Making undesirable easier: ‣ OKCupid, wing-man: dating ‣ GlassDoor: employment ‣ Prostate exam: health ‣ Hallmark: emotion ‣ Trunk Club: wardrobe ‣ Foodie: famer’s market Important considerations: ‣ The gym is inconvenient and intimidating ‣ Make the product less techy, less faddy
  24. 24. LESSON 4 24 TODAY’S BRANDS ADAPT
  25. 25. Q&A THE LEAN BRAND 25
  26. 26. THE LEAN BRAND EXERCISE 26
  27. 27. KEY OBJECTIVE(S) AGENDA RESOURCESDELIVERABLE EXERCISE An iteration of your brand that enables a full turn of the Build — Measure — Learn loop. 0–5m 5–10m 10–15m 15–20m 1. Ideas 2. Build 3. Product 4. Measure Experience lean brand Initial market data Brand Owner + Brand Developer Customer 27 20–25m 25-30m 30–35m 5. Data 6. Learn 7. Ideas
  28. 28. EXERCISE 28 IDEAS BUILD PRODUCT MEASURE DATA LEARN 1 Understand partner’s idea 5m 2 Build brand statement 5m 3 Produce final statement 5m 3 Measure 3rd party reaction 5m 4 Compile data 5m 5 Share, learn with partner 5m
  29. 29. EXERCISE 29 IDEAS BUILD PRODUCT MEASURE DATA LEARN 1 Understand partner’s idea 5m 2 Build brand statement 5m 3 Produce final statement 5m 3 Measure 3rd party reaction 5m 4 Compile data 5m 5 Share, learn with partner 5m
  30. 30. EXERCISE 30 IDEAS BUILD PRODUCT MEASURE DATA LEARN 1 Understand partner’s idea 5m 2 Build brand statement 5m 3 Produce final statement 5m 3 Measure 3rd party reaction 5m 4 Compile data 5m 5 Share, learn with partner 5m
  31. 31. EXERCISE 31 IDEAS BUILD PRODUCT MEASURE DATA LEARN 1 Understand partner’s idea 5m 2 Build brand statement 5m 3 Produce final statement 5m 3 Measure 3rd party reaction 5m 4 Compile data 5m 5 Share, learn with partner 5m
  32. 32. EXERCISE 32 IDEAS BUILD PRODUCT MEASURE DATA LEARN 1 Understand partner’s idea 5m 2 Build brand statement 5m 3 Produce final statement 5m 3 Measure 3rd party reaction 5m 4 Compile data 5m 5 Share, learn with partner 5m
  33. 33. EXERCISE 33 IDEAS BUILD PRODUCT MEASURE DATA LEARN 1 Understand partner’s idea 5m 2 Build brand statement 5m 3 Produce final statement 5m 3 Measure 3rd party reaction 5m 4 Compile data 5m 5 Share, learn with partner 5m
  34. 34. EXERCISE 34 IDEAS BUILD PRODUCT MEASURE DATA LEARN 1 Understand partner’s idea 5m 2 Build brand statement 5m 3 Produce final statement 5m 3 Measure 3rd party reaction 5m 4 Compile data 5m 5 Share, learn with partner 5m
  35. 35. EXERCISE 35 IDEAS BUILD PRODUCT MEASURE DATA 1 Understand partner’s idea 5m 2 Build brand statement 5m 3 Produce final statement 5m 3 Measure 3rd party reaction 5m 4 Compile data 5m 5 Share, learn with partner 5m LEARN
  36. 36. EXERCISE 36 IDEAS BUILD PRODUCT MEASURE DATA LEARN 1 Create new idea 5m 2 Build new artifact 5m 3 Produce artifact 5m 3 Measure 3rd party reaction 5m 4 Compile data 5m 5 Share, learn with partner 5m
  37. 37. DISCUSSION TIME THE LEAN BRAND 37

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