BRAND-DRIVEN DESIGN

@MIKEATHERTON

A MINIMUM VIABLE PRESENTATION FOR EURO IA 2012

50 MILLION USERS

50 years 10 years 5 years 6 months 50 days

Pure function

Feature wars

Experience wars

TECHNOLOGY LIFECYCLE

Don Norman, The Invisible Computer, 1998

The feature wars are an arms race. Beyond lies experience.

“Good design is invisible.” Dieter Rams

Pure function

Feature wars

Experience wars

Commodities TECHNOLOGY LIFECYCLE

Don Norman, The Invisible Computer, 1998

Via Josh Porter and Stephen Anderson

Emotional design seeks to increase the motivation to use a product.

2001 “No wireless. Less space than a Nomad. Lame. I don't see many sales in the future of iPod.” Slashdot commenter “I still can't believe this! All this hype for something so ridiculous! Who cares about an MP3 player?” MacRumors commenter 300,000,000 iPods sold (October 2011)

“I've never been particularly good with numbers, but I think I've done a reasonable job with feelings. I'm convinced that it is feelings, and feelings alone, that account for the success of the Virgin brand and all its myriad forms.” Richard Branson

UNDERSTANDING BRANDING

@MIKEATHERTON

PART II

BRAND-DRIVEN DESIGN

Branding is not the same thing as choosing a logo or colour palette.

A brand is the single idea you own in the mind of the consumer.

SAFETY in cars

OVERNIGHT in freight

THE FIRST LAW OF BRANDING IS

FOCUS OWNING A SINGLE DIFFERENTIATED IDEA IN THE CUSTOMER MIND

AL RIES, THE 22 IMMUTABLE LAWS OF BRANDING

Every category has a leader and a challenger.

Huddle seeks to challenge the space dominated by Sharepoint.

CHALLENGER BRANDS

REFRAME THE CONVERSATION

GETTING CONSUMERS TO CONSIDER THE CATEGORY IN NEW WAYS

ADAM MORGAN, THE PIRATE INSIDE

Segmenting a category creates new leadership opportunity.

“I’m lovin’ it.”

“Reassuringly expensive”

“Just do it”

“I’m lovin’ it.” “Reassuringly expensive” “Just do it”

Personal, informal, feminine

Premium, reliable Assertive, simple, transparent

Branding describes the position, not the product.

“In the factory, we make cosmetics. In the drugstore we sell hope.” Charles Revson, founder of Revlon

Digital products are their own brand marketing.

Tone of voice in a product communicates brand personality...

Screenshotsofdespair.tumblr.com

...as do the moments of theatre and irreverent delight.

Focus product design around your category differentator.

BRAND-DRIVEN DESIGN PUTS YOUR DIFFERENTIATOR, VALUES AND ATTITUDE

INTO THE HEART OF YOUR PRODUCT.

BUILDING A BRAND @MIKEATHERTON

PART III

BRAND-DRIVEN DESIGN

Brand building is a customer journey...

K L Keller, 2001

RESONANCE

SALIENCE

IMAGERY

FEELINGS

PERFORMANCE

JUDGEMENTS

Customer-based Brand Equity Model

K L Keller, 2001

...both rational and emotional.

Your mission is the change you want to see in the world.

Find inspiration from within your company.

In the UK, the Co-operative own the category of ethical banking.

You need to live your values in everything you do.

Personality transforms the relationship we have with ordinary products.

Sometimes rational benefit is not enough to occupy the mind...

...yet character can create a strong emotional bond.

www.naugahyde.com/history.html

A backstory develops the character and helps engagement.

Naugahyde built a differentiator of cruelty-free fabric.

Owning the character helps people connect with the brand.

Be the nauga. Build engagement through personality.

THE BRANDING WORKSHOP

@MIKEATHERTON

PART IV

BRAND-DRIVEN DESIGN

Run a brand development workshop to define your values and personality traits.

TRAITS AND VALUES Brand personality is driven by two things: TRAITS: Your specific characteristics, or how others would describe you. VALUES: The iconic things that you stand for above all else.

Plot your performance against other brands.

Assess the positioning of competitors to uncover your own.

Define your personality to determine tone of voice.

Hugh Laurie British manner with global relevance, dry sarcasm.

David Tennant Charm, British but global, warmth, geek chic.

New MINI British know-how, glamour, fun, well-built, informal, technology wrapped in timeless style.

Tina Fey Modern woman, intelligent humor, touch of sarcasm.

Use known characters to define your own.

Write it. Share it. Live it.

Unique

Authentic

Talkable

Personality

Rohit Bhargava Personality Not Included, 2010

Brand voice must be unique, authentic and talkable.

JUST DO IT @MIKEATHERTON

PART V

BRAND-DRIVEN DESIGN

Web design favours fashion over differentiation.

Imitated experiences cannot be owned.

Consumer web products are full of happy happy joy joy!

Playful, informal tone is lovely...

wackaging.tumblr.com

...but is quickly losing distinctiveness.

Find product touchpoints to introduce brand voice.

B2B products struggle to show distinctive personality.

How much mail would a MailChimp mail if a MailChimp could chimp mail?

Freddie adds character, but never, ever gets in the way.

Netflix recommendations are the heart of the product experience.

BRAND-DRIVEN DESIGN GUIDES OUR PRODUCT PROPOSITION

“People think focus means saying yes to the thing you’ve got to focus on. But that’s not what it means at all. It means saying no to the hundred other good ideas that there are.” Steve Jobs

THE POWER OF A BRAND IS INVERSELY PROPORTIONAL

TO ITS SCOPE

AL RIES, THE 22 IMMUTABLE LAWS OF BRANDING

Find the uncontested space where your product can be top-of-mind.

Communicate your values and personality to build empathy.

BRAND-DRIVEN DESIGN Competes not on features, but on an experience built

around a single, differentiated idea communicated through authentic, talkable and unique values and

personality traits.

It builds preference, loyalty and love.

Go own a single idea in the mind of your customer.

THANKS! @MIKEATHERTON