desire paths
Branding for Digital Lives
Can I call you back?
I’m in a presentation.
2009 Mike Arauz

Digital technology
has changed the way
we communicate, the
way we see the world,
and the way we live.
2009 Mike Arauz

Our new digital
lives demand
a new evolution
in branding.
2009 Mike Arauz

In order to connect
with people who are
likely to be interested
in your product, brands
must now be able to
answer this question:
2009 Mike Arauz

How will engaging
with your brand help
me to pursue the things
that I am most
passionate about?
I like turtles.
2009 Mike Arauz

Things used to be
so simple.
2009 Mike Arauz

What does
it do?
2009 Mike Arauz

Why is your
product
better than
another?
2009 Mike Arauz

How does
your brand
make me
feel?
2009 Mike Arauz

Things change.
2009 Mike Arauz

In the 1950’s, advertisers
could reach almost
everyone in the U.S. with
a single TV spot.
Gives “I Love Lucy” a whole
new meaning, doesn’t it?
2009 Mike Arauz

Today, an advertiser is
lucky to reach a tiny
fraction of its desired
audience with an
advertisement on even
the most popular show.
2009 Mike Arauz

Hey! Wha’ happened?!
2009 Mike Arauz

Where is everyone?
2009 Mike Arauz

Where can a brand find
an audience who cares?
And how can a brand
connect with them in a
meaningful way?
2009 Mike Arauz

In a digital world,
people spend their time
exploring the things
that they are most Think about how you
spend your time.
passionate about.
2009 Mike Arauz

This is a
Desire Path
2009 Mike Arauz

Desire paths are the
trails created when we
leave the paths designed
by architects in order to
find our own way from
one place to another.
2009 Mike Arauz

The internet is an
infinite forest, filled
with desire paths.
2009 Mike Arauz

Desire paths are
created by groups
of people exploring
shared interests.
We like turtles, too.
I like turtles.
2009 Mike Arauz

As we go through
our day we travel
along many different
desire paths.
2009 Mike Arauz

We decide where to go,
what to do, and what to
share with others based
on our own curiosities,
interests, and passions.
2009 Mike Arauz

Desire paths look
like this:
2009 Mike Arauz

Search
Shared Bookmarks
Blogs
Twitter
Email
Community
Sites
Facebook
2009 Mike Arauz

This is where we spend
all our time.
2009 Mike Arauz

If a brand hopes to
earn people’s attention,
you have to connect with
your audience on
a desire path.
2009 Mike Arauz

Q: Can a brand create a
desire path?
A: No.
2009 Mike Arauz

People’s lives don’t
revolve around your
brand, they revolve
around life.
2009 Mike Arauz

Desire paths are
created by people,
not by institutions.
They’re formed
organically, over time,
from the bottom up.
2009 Mike Arauz

To earn your place
on a desire path, your
brand has to start
caring about something
more important than
your product.
2009 Mike Arauz

Apple cares
about design.
2009 Mike Arauz

Zappos cares
about great
customer service.
2009 Mike Arauz

Dell cares
about social
media as a
tool for small
business.
2009 Mike Arauz

American Apparel
cares about redefining
sexy and about fair
labor practices.
2009 Mike Arauz

Nike cares about running.
2009 Mike Arauz

People who travel
these desire paths
become advocates of
these brands.
2009 Mike Arauz

Q: Do I still have
A: Yes.
to do all that
traditional
stuff, too?
2009 Mike Arauz

Yes, you still have
to create a remarkable
product, show how
you’re different, and
spark an emotion.
2009 Mike Arauz

Yes, you still have
to be passionate
about making your
product great.
2009 Mike Arauz

And…you now have
to be passionate about
something bigger than
your brand.
(Not a good example.)
2009 Mike Arauz

When it’s done right,
brands can connect with
people in these ways
(in order of difficulty):
2009 Mike Arauz

1. Become something
that people notice,
as they travel down
this path.
Ooh! Piece of candy!
2009 Mike Arauz

2. Become something
that guides people,
and lets them know
that they’re on the
right path.
Look, kids!
Big Ben! Parliament!
2009 Mike Arauz

3. Become something
that people carry with
them as an
integral part
of the journey.
And that’s all I need...
2009 Mike Arauz

Next steps:
2009 Mike Arauz

Find your
passion.
2009 Mike Arauz

Find the
desire path.
2009 Mike Arauz

Make your
brand useful to
the travelers.
2009 Mike Arauz

I’d love to tell you more about this. Email me:
speaking@mikearauz.com
Let’s connect on twitter: @mikearauz
i left the rest of my thoughts on my blog: www.mikearauz.com
Mike Arauz is a Strategist at
Undercurrent, a New York based
digital think tank.
2009 Mike Arauz

Special thanks:
Image Credits:
Background by pareeerica:
David Armano – darmano.typepad.com
http://www.flickr.com/photos/8078381@N03/3043325110/
Noah Brier – noahbrier.com
The Calm After the Show by Thomas Hawk:
http://www.flickr.com/photos/thomashawk/155918164/
Seth Godin – sethgodin.typepad.com
Desire Path by Skuds:
http://www.flickr.com/photos/skuds/271501341/
Gavin Heaton – servantofchaos.com
Sean Howard – craphammer.ca
This presentation is licensed under the Creative
Commons Attribution Licence.
Henry Jenkins – henryjenkins.org
You are free:
PSFK – psfk.com
to Share – to copy, distribute and transmit
the work
Faris Yakob – farisyakob.typepad.com
to Remix – to adapt the work
I’ve been reading these blogs religiously
for years, and their thoughts have surely
Under the following conditions:
inspired my own on this subject.
Attribution. You must attribute the work as “by
Mike Arauz” (but not in any way that suggests
that they endorse you or your use of the work).
2009 Mike Arauz