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Branding for Builders by fmr Netflix VP of Product

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This presentation is from a talk given by fmr Netflix VP of Product Management during Virtual #ProductSummit in March 2020.

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Branding for Builders by fmr Netflix VP of Product

  1. 1. www.productschool.com Branding for Builders by fmr Netflix VP of Product
  2. 2. Join 55,000+ Product Managers on Free Resources Discover great job opportunities Job Portal prdct.school/PSJobPortalprdct.school/events-slack
  3. 3. CERTIFICATES Your Product Management Certificate Path Product Executive Certificate™ Product Leader Certificate™ Product Manager Certificate™ 20 HOURS40 HOURS40 HOURS
  4. 4. Corporate Training Level up your team’s Product Management skills
  5. 5. www.productschool.com Part-time Product Management Training Courses and Corporate Training
  6. 6. Gibson Biddle // @gibsonbiddle Product School Virtual Product Summit: Oct. 24, 2019
  7. 7. @gibsonbiddle Pop Quiz
  8. 8. Which $50 gift certificate would you like? @gibsonbiddle
  9. 9. Uber @gibsonbiddle
  10. 10. @gibsonbiddle Lyft
  11. 11. @gibsonbiddle
  12. 12. 2014 Boob-er backlash Targeting Lyft God View Scandal Spying on Beyonce Self-driving pilot failure False advertising #DeleteUber goes viral Trump ties Sexual harassment scandal Google lawsuit Deceiving law enforcement CEO caught yelling at driver Escorts in Seoul Spying on the rival Underpaying drivers Twenty employees fired Questioning a rape victim Kalanick takes leave of absence Board member’s sexist joke Kalanick resigns 2016 2017 @gibsonbiddle
  13. 13. @gibsonbiddle Why care about brand?
  14. 14. As a product leader, your job is to: Delight customers In hard to copy Margin-enhancing ways. @gibsonbiddle
  15. 15. @gibsonbiddle Economies of scale Network effects Unique technology Brand HARD TO COPY @gibsonbiddle
  16. 16. @gibsonbiddle Why care about marketing?
  17. 17. 1994 @gibsonbiddle
  18. 18. 1997 @gibsonbiddle
  19. 19. Technical Management Creative Business Marketing Design Consumer science Work effectively with engineers Light process to deliver results Generate ideas that matter Deliver shareholder value Package & position ideas Work well with design; value simplicity Insight via qual, survey, data & A/B tests Product skills @gibsonbiddle Photo: Jim Watson / Getty Images
  20. 20. Speaker, Adviser, Teacher (2015-Present) CPO, Chegg (2010) VP Product, Netflix (2005) SVP, Creative Wonders,The Learning Company, Mattel (1995) Director, Product, Electronic Arts (1991) Gibson Biddle @gibsonbiddle
  21. 21. Agenda @gibsonbiddle Branding for Builders 1. What is a brand? 2. Two brand models: Positioning Brand pyramid 3. Netflix evolution
  22. 22. 01What is a brand? @gibsonbiddle
  23. 23. @gibsonbiddle
  24. 24. @gibsonbiddle
  25. 25. Don’t worry about the brand. Just build a great product.” Anonymous @gibsonbiddle
  26. 26. The most powerful brands are built from the heart. Their foundations are stronger because they are built with the strength of the human spirit.” Howard Schulz Starbucks @gibsonbiddle
  27. 27. Laura Busche @gibsonbiddle Brand is the unique story that consumers recall when they think of you.”
  28. 28. A brand is the story that builds a trusted relationship between customer & product. @gibsonbiddle
  29. 29. Brand includes positioning benefit personality aspiration emotion @gibsonbiddle
  30. 30. 02Two brand models @gibsonbiddle
  31. 31. Let’s start simply What is positioning? @gibsonbiddle
  32. 32. Positioning The place a brand occupies in a consumer’s mind. @gibsonbiddle
  33. 33. One word for each brand? @gibsonbiddle
  34. 34. One word Volvo = Safety BMW = Performance Tesla = Innovation Honda = Reliability Mercedes = Luxury Prius = Green @gibsonbiddle
  35. 35. Positioning model What is it? • Be highly descriptive What are the benefits? • How improve customer’s lives? What is its personality? • If we met “you” at a party, how would folks describe you? @gibsonbiddle
  36. 36. Netflix What is it? • TV & movie subscription service What are its benefits? • Fast, easy, entertaining • Great value What is its personality? • Straightforward, friendly @gibsonbiddle
  37. 37. Positioning model What is it? • Be highly descriptive What are the benefits? • How improve customer’s lives? What is its personality? • If we met “you” at a party, how would folks describe you? @gibsonbiddle
  38. 38. 2. The brand pyramid model We’ve described what it is Its benefits & personality Now add aspiration and emotion. @gibsonbiddle
  39. 39. I’ve learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel.” Maya Angelou @gibsonbiddle
  40. 40. Emotional benefits Something bigger Product benefits Product attributes Brand Pyramid How you make customers feel How you dent the universe How you improve customers’ lives Features that deliver benefit @gibsonbiddle
  41. 41. @gibsonbiddle
  42. 42. @gibsonbiddle
  43. 43. @gibsonbiddle
  44. 44. @gibsonbiddle
  45. 45. @gibsonbiddle
  46. 46. @gibsonbiddle
  47. 47. @gibsonbiddle
  48. 48. @gibsonbiddle
  49. 49. Emotional benefits Something bigger Product benefits Product attributes Think Different Free, imaginative Revolutionary innovation Creative, productive, easy Mobile digital products & services @gibsonbiddle
  50. 50. Emotional benefits Something bigger Product benefits Product attributes Movie enjoyment made easy Delight Escape from reality Fast, easy, entertaining; great value TV & movie streaming; original content @gibsonbiddle
  51. 51. Emotional benefits Something bigger Product benefits Product attributes Headline How you make customers feel? How you “dent the universe”? How improve customers’ lives? The features product provides? @gibsonbiddle
  52. 52. The power of a brand
  53. 53. You engage in revolutionary innovation and the 
 brand is a reflection of how you see yourself. Defining the brand provides the product team with tools needed to create a consistent experience as the company grows. Together, brand and product can delight customers 
 in hard-to-copy, margin-enhancing ways. When you choose Apple @gibsonbiddle
  54. 54. @gibsonbiddle 03Netflix evolution
  55. 55. Ongoing innovation Consumer science (focus groups + A/B tests) Customer obsession Increasing brand value. @gibsonbiddle
  56. 56. 1999 @gibsonbiddle
  57. 57. 2003 @gibsonbiddle
  58. 58. 2004 @gibsonbiddle
  59. 59. 2006 @gibsonbiddle
  60. 60. 2007 @gibsonbiddle
  61. 61. 2008 @gibsonbiddle
  62. 62. 2009 @gibsonbiddle
  63. 63. 2010 @gibsonbiddle
  64. 64. 2011 @gibsonbiddle
  65. 65. 2012 @gibsonbiddle
  66. 66. 2015 @gibsonbiddle
  67. 67. 2016 @gibsonbiddle
  68. 68. Today @gibsonbiddle
  69. 69. Someday, our brand will be so big, your heads will swell.” Reed Hastings, CEO Netflix @gibsonbiddle
  70. 70. @gibsonbiddle
  71. 71. @gibsonbiddle
  72. 72. @gibsonbiddle
  73. 73. What’s next for you? Define your positioning & brand Evaluate ideas via qualitative A/B test homepage, forever Evolve product & brand together. @gibsonbiddle
  74. 74. Today, brands are not the preserve of a marketing department. Brands are too important to be left to marketing - or any other ‘department.’ Thomas Gadd Organizational ghettoes do not create vibrant world-changing brands.” @gibsonbiddle
  75. 75. @gibsonbiddle Thank you!
  76. 76. @gibsonbiddle
  77. 77. @gibsonbiddle
  78. 78. New QR Code Here @gibsonbiddle
  79. 79. www.gibsonbiddle.com Complete Net Promoter Score survey Read “Branding for Builders” on Medium Download PDF of presentation New QR Code Here @gibsonbiddle

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