Crack The Brand Code With This Simple Example
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Transcript of Crack The Brand Code With This Simple Example
SmarterFaster's Core BrandThe Four C’s
© 2008-2009 SmarterFaster, Inc. - Confidential.
1. Collaboration
Your network is your net worth.
2. Contribution
Excellent experiences in a world where excellence is rare.
3. Credibility
Creating relevance out of chaos.
4. ContextTransforming information into knowledge,
sharing into learning, and dreaming into accomplishments.
Branding
Attributes/ We are:
1. A knowledge networking community
2. Personalized filter for the information stream
3. Credible platform for information evolution
4. Results-oriented environment
5. For infovores and lifelong learners
Branding
Attributes/ We are not:
1. “Teenage drivel”
2. Just another bookmarking site
3. Facebook for adults
4. “Google killer”
5. Everything to everybody
Functional Benefits/ We give users:
A dashboard for exploring the semantic web
Branding
Functional Benefits/ We give users:
• A dashboard for exploring the semantic web
• Semantic search and bookmarking
• Wikipedia-anchored topics with people-added meaning
• Objective ratings of both content and creators
• Visual pathways and connections
• Access to premium content by recognized thought leaders
Emotional Benefits/ We elicit feelings of:
Empowerment
Branding
Emotional Benefits/ We elicit feelings of:
• Empowerment
• Connection
• Significance
• Growth
• Contribution
Brand Personality
• The right blend of self-improvement, learning, education, entertainment, and altruism
• Discover world-class thought leaders and ideas and then bring them back to millions of people
• Creates content and provides information for improving lives
• Raises the standards of thought leaders, organizations and everyday people
• Believable and credible…facilitate personal and societal transformation
• The right demographic… people who invest in personal and professional development
Brand Essence: (internal)
Not just better information. A better life.
Brand Promise: (external)The edge in knowledge.
Key messages:
The visual format is engaging, unique, and intuitive
Key messages:
Express your Point of View
Key messages:
Transform your connections into power
Defining User Experience
First Step: Identify the primary activity
What is the user doing?
Seeking personal or professional development by connecting with others, finding information, and sharing expertise.
Defining User Experience
Second Step: Identify the Social Objects
What is the user interacting with?
Knowledge
Defining User Experience
Third Step: Choose the Core Features
Search, News and Bookmarking
POV’s & Interest Networking
Goal creation and sharing
Rating algorithm for content and creators
Follow a visual trail connecting knowledge
Semantically-driven recommendations
Defining User Experience
Fourth Step: Who is it For?
For people who are already online using search engines, bookmarking tools, and social networks.
For people who want to be more productive and find better information faster.
For infovores and lifelong learners intent on improvingtheir lives and the lives of others.
For trailing Baby Boomers and early GenXers who want to simplify online choices.
Defining User Experience
Fifth Step: How will they use it?
As a personal and professional development tool.
As a “Delphi Method” for converging on better answersfor big issues.
To obtain more powerful and meaningful results through content and contributor “ratings.”
To access trusted advisors to achieve better results and live better lives.
To share and to be recognized for personal expertise and intelligence.
Defining the Category
Knowledge Network
Focus the Brand
The Deep Ocean Strategy
Focus the Brand
The Deep Ocean Strategy
• Finding more profound meaning on the web– through more credible information and personal improvement.
• Going deeper into search instead of wider.
• Illustrates collective intelligence as symbolized by schools of fish.
• Ultimately about joining with like-minded individuals to move toward better solutions for our planet.
• Graphically similar to a nautilus shell which helps usersnavigate better and puts semantic search in visual context.