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Brand Tags & The Advantage of Small Products

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This is a talk I gave at the Product Development day hosted by FanFeedr and Hard Candy Shell in April of 2011.

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Brand Tags & The Advantage of Small Products

  1. 1. BRAND TAGS
  2. 2. HI, I’M NOAH
  3. 3. BRAND TAGS
  4. 4. “ "THE WAY I LOOK AT IT, A BRAND ONLY EXISTS IN THE CONSUMERS MIND. THAT OTHER PRODUCT ISNT A BRAND YET BECAUSE CONSUMERS DONT REALLY KNOW ABOUT IT. ITS STILL A PRODUCT." Source: “Who’s the Boss?” Martin Bihl, AdWeek
  5. 5. IF YOU ASK PEOPLE WHATTHEY THINK OF A BRAND
  6. 6. AND WEIGHT THE RESULTS
  7. 7. YOU’D GET A PRETTYACCURATE VIEW OFBRAND PERCEPTIONS
  8. 8. 1.5 HOURS LATER
  9. 9. PRETTY IS THE ENEMY OF PROTOTYPES
  10. 10. IS IT WORKING?
  11. 11. TAKE MORE SCREENSHOTS
  12. 12. LAUNCH DAY
  13. 13. PERSONAL RESPONSES
  14. 14. SPAM!
  15. 15. LACK OF DESIGN
  16. 16. UTILITYA measure of the relative satisfaction fromconsumption of goods.
  17. 17. SATISFACTIONUTILITY
  18. 18. SATISFACTIONFulfillment of ones expectations or needs.
  19. 19. EXPECTATIONSSATISFACTIONUTILITY
  20. 20. IMPRESSED SATISFIED DISAPPOINTEDEXPECTATIONS EXPERIENCE
  21. 21. IMPRESSED SATISFIED DISAPPOINTEDEXPECTATIONS EXPERIENCE
  22. 22. IMPRESSED SATISFIED DISAPPOINTEDEXPECTATIONS EXPERIENCE
  23. 23. IMPRESSED SATISFIED DISAPPOINTEDEXPECTATIONS EXPERIENCE
  24. 24. IMPRESSED SATISFIED DISAPPOINTED ADVOCACYEXPECTATIONS EXPERIENCE
  25. 25. THE DAILY
  26. 26. EXPECTATIONS CHANGE EXPERIENCES
  27. 27. “ “WHAT WE DOCUMENT IS THAT PRICE IS NOT JUST ABOUT INFERENCES OF QUALITY, BUT IT CAN ACTUALLY AFFECT REAL QUALITY ... SO, IN ESSENCE, [PRICE] IS CHANGING PEOPLE’S EXPERIENCES WITH A PRODUCT AND, THEREFORE, THE OUTCOMES FROM CONSUMING THIS PRODUCT.” Source: “Does a Wine’s Pricetag Affect its Taste?”
  28. 28. EXPECTATIONS CHANGE EXPERIENCES
  29. 29. PRODUCT MARKETINGPRODUCT = MARKETING
  30. 30. MARKET = PRODUCT
  31. 31. “ "TRIBAL IDENTIFIED MCAFEES BRAND CHALLENGE AS DIFFERENTIATING IT FROM COMPETITORS NORTON AND SYMANTEC. TO PROVE THAT THE BRANDS TEND TO BLEND TOGETHER FOR MANY CONSUMERS, TRIBAL TURNED TO BRANDTAGS.NET, A WEB SITE THAT PRODUCES TAG CLOUDS OF THE WORDS USERS ASSOCIATE WITH BRANDS. THE CLOUDS FOR MCAFEE AND ITS RIVALS WERE SIMILAR." Source: “McAfee Taps Tribal as Lead Agency”
  32. 32. THE SALE

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