THE FEATURITIS CURVE “I rule!”
happiness “Cool!” User “So glad they added this!” “Nice, but I wish it did more…” Number of features “Guess I’d better read the manual” “Where the f*** did they put that?!” “Now I can’t even do the ONE SIMPLE THING I bought this for.” “I suck.” Kathy Sierra - Creating Passionate Users, 2005 Happy user peak RAWR!
THE FIRST LAW OF BRANDING
IS FOCUS OWNING A SINGLE DIFFERENTIATED IDEA IN THE CUSTOMER MIND AL RIES, THE 22 IMMUTABLE LAWS OF BRANDING
What about you and me?
(Relationship) What do I think about you? (Response) What are you? (Meaning) Who are you? (Identity) THE BRAND LADDER “Building brand equity is a sequence of steps, where each step is dependent on successful completion of the previous one.” Kevin Lane Keller - Building Customer-based Brand Equity, 2001
Work back from what you
do to uncover your core purpose. We made an online guide to wildlife using BBC content Why? The BBC want to inform, educate, and entertain the British public. Core purpose Why is that important? The natural history archive has some of the best footage anywhere in the world Why? The BBC have invested heavily in natural history programming for over 50 years Why? The BBC want to make quality programmes which stand the test of time. Why is that important? It gives people new access to the BBC’s natural history archive
Astronaut name Dan Values they
exhibit Always invent Makes social important Always ask questions Why they should go Dan represents the youthful spirit of the company, always trying new things and pushing us to do better. Astronaut name Michelle Values they exhibit Loves customers Problem-solver Pride in teaching Why they should go Michelle loves customer relationships - she can’t do enough to help. Her passion for the product makes her a great enthusiastic explainer. Astronaut name Suzanne Values they exhibit Social conscience Gives us deeper meaning Why they should go Suzanne’s work on our community programme reminds us of the real good our product can do for people, which makes us want to make it better. Astronaut name Kunal Values they exhibit Takes UK to the world Hits all his targets Finds opportunities Why they should go Kunal has made sure the world knows our name without compromising our personality. He’s great at finding new markets we can sell to. Astronaut name Jami Values they exhibit Voice of the user Wants to beat competition Why they should go Jami knows what users want, goes to bat for customers, and makes sure we never knowingly lose a customer to the competition.
Core value candidates Always be
inventing Never know everything Stay young and foolish Push for better Make a customer’s day, every day Share knowledge openly Support our communities Take the UK to the World Explore strange new worlds Go to bat for the customer Never knowingly lose a customer to the competition !
Tina Fey Modern woman, intelligent
humour, touch of sarcasm. Hugh Laurie British manner with global relevance, dry sarcasm. New MINI British know-how, glamour, fun, well-built, informal, technology wrapped in timeless style. David Tennant Charm, British but global, warmth, geek chic. Moo Avoiding commoditisation by delivering delight in the details. Dyson British boffin builds beautiful ball, beating big boys. MailChimp Application meets character to build a pleasurable experience. Zipcar Disrupting a complex incumbent with an easy, smart vision.
Too little Just right Too
much “ A secure online environment where information can easily and securely be shared externally within your business ecosystem.” “A place where you can share documents more easily and securely with your co-workers.” “A cool safe place for you to hang out at work and share your secret files.” “Welcome, Alastair Mitchell.” “Hello Alastair. Are you sitting comfortably? Then let's begin.” “Yo Alastair! Ready to rock and roll?” “Operation failed. Please try again.” “Your file didn't upload properly. Sorry about that. Try again?” “Uh-oh.The tubes got clogged. Let's have a do-over.” “No files or folders.” “What a desolate place this is! Maybe add some documents?” “Zip. Nada. Nothing to see here. Move along, already!”