74
BRAND-DRIVEN DESIGN @MIKEATHERTON A MINIMUM VIABLE PRESENTATION FOR EURO IA 2012

Brand-driven design

Embed Size (px)

DESCRIPTION

My talk from EuroIA 2012 in Rome. How product designers should understand the basics of brand theory to build a differentiated proposition, values and personality into the heart of the digital product experience.

Citation preview

Page 1: Brand-driven design

BRAND-DRIVEN DESIGN

@MIKEATHERTON

A MINIMUM VIABLE PRESENTATION FOR EURO IA 2012

Page 2: Brand-driven design

50 MILLION USERS

50 years 10 years 5 years 6 months 50 days

Page 3: Brand-driven design

Pure function

Feature wars

Experience wars

TECHNOLOGY LIFECYCLE

Don Norman, The Invisible Computer, 1998

Page 4: Brand-driven design

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

Page 5: Brand-driven design

“Good design is invisible.” Dieter Rams

Page 6: Brand-driven design

Pure function

Feature wars

Experience wars

Commodities TECHNOLOGY LIFECYCLE

Don Norman, The Invisible Computer, 1998

Page 7: Brand-driven design

Via Josh Porter and Stephen Anderson

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

Page 8: Brand-driven design

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)

Page 9: Brand-driven design
Page 10: Brand-driven design
Page 11: Brand-driven design
Page 12: Brand-driven design

“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

Page 13: Brand-driven design

UNDERSTANDING BRANDING

@MIKEATHERTON

PART II

BRAND-DRIVEN DESIGN

Page 14: Brand-driven design

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

Page 15: Brand-driven design

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

Page 16: Brand-driven design

SAFETY in cars

Page 17: Brand-driven design

OVERNIGHT in freight

Page 18: Brand-driven design

THE FIRST LAW OF BRANDING IS

FOCUS OWNING A SINGLE DIFFERENTIATED IDEA IN THE CUSTOMER MIND

AL RIES, THE 22 IMMUTABLE LAWS OF BRANDING

Page 19: Brand-driven design

Every category has a leader and a challenger.

Page 20: Brand-driven design

Huddle seeks to challenge the space dominated by Sharepoint.

Page 21: Brand-driven design

CHALLENGER BRANDS

REFRAME THE CONVERSATION

GETTING CONSUMERS TO CONSIDER THE CATEGORY IN NEW WAYS

ADAM MORGAN, THE PIRATE INSIDE

Page 22: Brand-driven design

Segmenting a category creates new leadership opportunity.

Page 23: Brand-driven design

“I’m lovin’ it.”

Page 24: Brand-driven design

“Reassuringly expensive”

Page 25: Brand-driven design

“Just do it”

Page 26: Brand-driven design

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

Personal, informal, feminine

Premium, reliable Assertive, simple, transparent

Branding describes the position, not the product.

Page 27: Brand-driven design

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

Page 28: Brand-driven design

Digital products are their own brand marketing.

Page 29: Brand-driven design

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

Screenshotsofdespair.tumblr.com

Page 30: Brand-driven design

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

Page 31: Brand-driven design

Focus product design around your category differentator.

Page 32: Brand-driven design

BRAND-DRIVEN DESIGN PUTS YOUR DIFFERENTIATOR, VALUES AND ATTITUDE

INTO THE HEART OF YOUR PRODUCT.

Page 33: Brand-driven design

BUILDING A BRAND @MIKEATHERTON

PART III

BRAND-DRIVEN DESIGN

Page 34: Brand-driven design

Brand building is a customer journey...

K L Keller, 2001

Page 35: Brand-driven design

RESONANCE

SALIENCE

IMAGERY

FEELINGS

PERFORMANCE

JUDGEMENTS

Customer-based Brand Equity Model

K L Keller, 2001

...both rational and emotional.

Page 36: Brand-driven design

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

Page 37: Brand-driven design

Find inspiration from within your company.

Page 38: Brand-driven design

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

Page 39: Brand-driven design

You need to live your values in everything you do.

Page 40: Brand-driven design

Personality transforms the relationship we have with ordinary products.

Page 41: Brand-driven design

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

Page 42: Brand-driven design

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

Page 43: Brand-driven design

www.naugahyde.com/history.html

A backstory develops the character and helps engagement.

Page 44: Brand-driven design

Naugahyde built a differentiator of cruelty-free fabric.

Page 45: Brand-driven design

Owning the character helps people connect with the brand.

Page 46: Brand-driven design

Be the nauga. Build engagement through personality.

Page 47: Brand-driven design

THE BRANDING WORKSHOP

@MIKEATHERTON

PART IV

BRAND-DRIVEN DESIGN

Page 48: Brand-driven design

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

Page 49: Brand-driven design

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.

Page 50: Brand-driven design

Plot your performance against other brands.

Page 51: Brand-driven design

Assess the positioning of competitors to uncover your own.

Page 52: Brand-driven design

Define your personality to determine tone of voice.

Page 53: Brand-driven design

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.

Page 54: Brand-driven design

Write it. Share it. Live it.

Page 55: Brand-driven design

Unique

Authentic

Talkable

Personality

Rohit Bhargava Personality Not Included, 2010

Brand voice must be unique, authentic and talkable.

Page 56: Brand-driven design

JUST DO IT @MIKEATHERTON

PART V

BRAND-DRIVEN DESIGN

Page 57: Brand-driven design

Web design favours fashion over differentiation.

Page 58: Brand-driven design

Imitated experiences cannot be owned.

Page 59: Brand-driven design

Consumer web products are full of happy happy joy joy!

Page 60: Brand-driven design

Playful, informal tone is lovely...

Page 61: Brand-driven design

wackaging.tumblr.com

...but is quickly losing distinctiveness.

Page 62: Brand-driven design

Find product touchpoints to introduce brand voice.

Page 63: Brand-driven design

B2B products struggle to show distinctive personality.

Page 64: Brand-driven design

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

Page 65: Brand-driven design
Page 66: Brand-driven design

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

Page 67: Brand-driven design

Netflix recommendations are the heart of the product experience.

Page 68: Brand-driven design

BRAND-DRIVEN DESIGN GUIDES OUR PRODUCT PROPOSITION

Page 69: Brand-driven design

“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

Page 70: Brand-driven design

THE POWER OF A BRAND IS INVERSELY PROPORTIONAL

TO ITS SCOPE

AL RIES, THE 22 IMMUTABLE LAWS OF BRANDING

Page 71: Brand-driven design

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

Page 72: Brand-driven design

Communicate your values and personality to build empathy.

Page 73: Brand-driven design

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.

Page 74: Brand-driven design

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

THANKS! @MIKEATHERTON