brand-driven design: new and improved!

@MIKEATHERTON

A MINIMUM VIABLE PRESENTATIONFOR UX SCOTLAND

BRAND-DRIVEN DESIGN

NEW AND IMPROVED!

@MIKEATHERTON

A MINIMUM VIABLE PRESENTATIONFOR UX SCOTLAND

HATE SOMETHING. CHANGE SOMETHING.

Sharepoint sucks.Alastair Mitchell and Andy McLoughlin

Pure function

Feature wars

Experience wars

TECHNOLOGY LIFECYCLE

Don Norman, The Invisible Computer, 1998

@MIKEATHERTON

A MINIMUM VIABLE PRESENTATIONFOR UX SCOTLAND

THINK DIFFERENT

YOUR BRAND IS NOT YOUR LOGO.

@MIKEATHERTON

BRANDS OWN A CORNER OF YOUR MIND.

BRAND IS A SMALL, DIFFERENTIATED IDEA.

CarSafe VacuumRobot CameraInstant

commodities

goods

services

experiences

transformations

CUSTOMER RELEVANCY

DIFF

EREN

TIAT

ION

PRICE PREMIUM

PROGRESSION OF ECONOMIC VALUE

Joseph Pine II and James H. Gilmore - The Experience Economy, 1999

THE FIRST LAW OF BRANDING IS

AL RIES, THE 22 IMMUTABLE LAWS OF BRANDING

FOCUSOWNING A SINGLE DIFFERENTIATED IDEA IN THE CUSTOMER MIND

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

A brand is an idea that you stand for, made real by what you do and expressed through your personality.Wally Olins

VALUES: The iconic things that you stand for above all else.

PERSONALITY: Your specific characteristics, or how others would describe you.

We choose to go to the moon.John F. Kennedy, 1962

VALUES: The iconic things that you stand for above all else.

PERSONALITY: Your specific characteristics, or how others would describe you.

Good design is invisible.Dieter Rams

Rohit BhargavaPersonality Not Included

Brand voice must be unique, authentic and talkable.

Dear XXXXX,

We know you've been working for us for a while, and we just wanted to say that we like you, you're a lovely person, and it goes without saying that any member of the Innocent family is a real treasure.

As you may have heard on the news (boring), there's been a nasty bit of recession going on. We're afraid to say that even Innocent Towers is not immune (although we are immune to woodland magic).

Anyway, because of this belt-tightening and cloth-trimming, we're going to have to terminate your employment with immediate effect.

We hope that we can still be friends, and if you see us driving by in the Innocent van, you might stop and lean at the window for a chat for old time's sake. But apart from that, we will need you to return any equipment you may have in your possession. Also, we'd just like to remind you, in a nice way, of your confidentiality agreement with us. So don't go nattering our business over your garden fence - jabber-chops.

We do really like you though. And don't forget for a minute how nice we are.

So yeah, unlucky, bye!

Innocent Drinks Plc.

notvoodoo.blogspot.co.ukideasbrothers.net

@MIKEATHERTON

A MINIMUM VIABLE PRESENTATIONFOR UX SCOTLAND

WE TRY HARDER

CHALLENGER BRANDS

AL RIES & JACK TROUT, POSITIONING: THE BATTLE FOR YOUR MIND

REFRAME THE CONVERSATION

MAKING US CONSIDER THE CATEGORY IN NEW WAYS

$500? It’s the most expensive phone in the world!Steve Ballmer on the iPhone, 2007

ComputerPersonal

JumpingFlop

ComputerPocket

CarSmall

CHOOSE YOUR WORDS CAREFULLY

FROM PERSONALITYTO POSITIONING.

LET YOUR VOICE TELL US WHY YOU’RE DIFFERENT.

FabricCruelty-free

A brand is an idea that you stand for, made real by what you do and expressed through your personality.

BRAND-DRIVEN DESIGNPUTS YOUR DIFFERENTIATOR, VALUES AND ATTITUDE INTO

THE HEART OF YOUR PRODUCT.

Collaboration

Blogging

NewsIntelligent Micro Micro

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 a hundred other good ideas.Steve Jobs

@MIKEATHERTON

A MINIMUM VIABLE PRESENTATIONFOR UX SCOTLAND

JUST DO IT

@MIKEATHERTON

CHALLENGES FOR USPersonality only makes an good product greatHard to be the nice guy when PR loves trash-talkAgile makes sweeping changes hardSharpening focus takes true gritCustomers want faster horses

@MIKEATHERTON

WINS FOR USA clear mission to energise the whole teamAbstaining from the feature-based arms raceAvoiding the roads to commoditisationActively paring away the bloatA commitment to a long-term relationship

Management is doing things right.Leadership is doing the right things.Peter F. Drucker

THE FUTURE OF DIGITAL PRODUCTS

@MIKEATHERTON

SMALL PIECES, LOOSELY JOINED.

FOCUSED AND INTEROPERABLE.

BRAND IS YOUR RESPONSIBILITY

@MIKEATHERTON

MAKING MARKETING RUN YOUR BRAND IS LIKE MAKING

I.T. RUN YOUR WEBSITE.LIVE YOUR VALUES IN EVERYTHING YOU DO.

BE A CHALLENGER

@MIKEATHERTON

DON’T ATTACK PRODUCTS. CHANGE IDEAS.

SOLVE THE PROBLEM IN A BETTER WAY.

FIND THE UNCONTESTED GROUND

@MIKEATHERTON

MAKE THINGS UNIQUE, AUTHENTIC & TALKABLE.

USE BRAND-VALUES TO DEFINE YOUR PROPOSITION.

KNOW YOUR HEARTREFRAME YOUR CATEGORY

DEFINE YOUR MISSIONFIND YOUR VOICE

MAKE YOUR DIFFERENCE SHINE

BRAND-DRIVEN DESIGN

THANKS! @MIKEATHERTON