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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

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Desire Paths: Branding for Digital Lives

  • 1. desire paths Branding for Digital Lives Can I call you back? I’m in a presentation. 2009 Mike Arauz
  • 2. Digital technology has changed the way we communicate, the way we see the world, and the way we live. 2009 Mike Arauz
  • 3. Our new digital lives demand a new evolution in branding. 2009 Mike Arauz
  • 4. 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
  • 5. How will engaging with your brand help me to pursue the things that I am most passionate about? I like turtles. 2009 Mike Arauz
  • 6. Things used to be so simple. 2009 Mike Arauz
  • 7. What does it do? 2009 Mike Arauz
  • 8. Why is your product better than another? 2009 Mike Arauz
  • 9. How does your brand make me feel? 2009 Mike Arauz
  • 10. Things change. 2009 Mike Arauz
  • 11. 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
  • 12. 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
  • 13. Hey! Wha’ happened?! 2009 Mike Arauz
  • 14. Where is everyone? 2009 Mike Arauz
  • 15. Where can a brand find an audience who cares? And how can a brand connect with them in a meaningful way? 2009 Mike Arauz
  • 16. 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
  • 17. This is a Desire Path 2009 Mike Arauz
  • 18. 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
  • 19. The internet is an infinite forest, filled with desire paths. 2009 Mike Arauz
  • 20. Desire paths are created by groups of people exploring shared interests. We like turtles, too. I like turtles. 2009 Mike Arauz
  • 21. As we go through our day we travel along many different desire paths. 2009 Mike Arauz
  • 22. 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
  • 23. Desire paths look like this: 2009 Mike Arauz
  • 24. Search Shared Bookmarks Blogs Twitter Email Community Sites Facebook 2009 Mike Arauz
  • 25. This is where we spend all our time. 2009 Mike Arauz
  • 26. If a brand hopes to earn people’s attention, you have to connect with your audience on a desire path. 2009 Mike Arauz
  • 27. Q: Can a brand create a desire path? A: No. 2009 Mike Arauz
  • 28. People’s lives don’t revolve around your brand, they revolve around life. 2009 Mike Arauz
  • 29. Desire paths are created by people, not by institutions. They’re formed organically, over time, from the bottom up. 2009 Mike Arauz
  • 30. To earn your place on a desire path, your brand has to start caring about something more important than your product. 2009 Mike Arauz
  • 31. Apple cares about design. 2009 Mike Arauz
  • 32. Zappos cares about great customer service. 2009 Mike Arauz
  • 33. Dell cares about social media as a tool for small business. 2009 Mike Arauz
  • 34. American Apparel cares about redefining sexy and about fair labor practices. 2009 Mike Arauz
  • 35. Nike cares about running. 2009 Mike Arauz
  • 36. People who travel these desire paths become advocates of these brands. 2009 Mike Arauz
  • 37. Q: Do I still have A: Yes. to do all that traditional stuff, too? 2009 Mike Arauz
  • 38. Yes, you still have to create a remarkable product, show how you’re different, and spark an emotion. 2009 Mike Arauz
  • 39. Yes, you still have to be passionate about making your product great. 2009 Mike Arauz
  • 40. And…you now have to be passionate about something bigger than your brand. (Not a good example.) 2009 Mike Arauz
  • 41. When it’s done right, brands can connect with people in these ways (in order of difficulty): 2009 Mike Arauz
  • 42. 1. Become something that people notice, as they travel down this path. Ooh! Piece of candy! 2009 Mike Arauz
  • 43. 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
  • 44. 3. Become something that people carry with them as an integral part of the journey. And that’s all I need... 2009 Mike Arauz
  • 45. Next steps: 2009 Mike Arauz
  • 46. Find your passion. 2009 Mike Arauz
  • 47. Find the desire path. 2009 Mike Arauz
  • 48. Make your brand useful to the travelers. 2009 Mike Arauz
  • 49. 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
  • 50. 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