interact london 2015: sarah morris

HELLO @sarahbear28

sarah.morris@wolffolins.com

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#kxbeetrail

www.honeyclub.org

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MARKETING

LOGO

TYPEFACE

COLOURS

ADVERTISING

BRAND = STAND FOR

BRAND = STAND OUT

BRAND ≠

WHY THEY EXIST? WHO THEY ARE? WHAT THEY DO? WHAT IS THEIR PURPOSE?

SOME TOOLS

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PURPOSE

WHAT THE WORLD NEEDS

WHAT IS SPECIAL ABOUT YOU

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THE IDEA

WHAT THE WORLD NEEDS · Who is your audience? · What are their (un)met needs + biggest pain points? · What competition exists and what are they doing well/poorly? · What are the 3-5 biggest shifts happening in the world, relative to your audience + vision? · What other companies are inspiring you/inventing the future?

WHAT IS SPECIAL ABOUT YOU

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PURPOSE

WHAT THE WORLD NEEDS

WHAT IS SPECIAL ABOUT YOU What excites you? How do you want to change the world? How will that be different? What are your unique (skills, experiences, capabilities, connections, resources)

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PURPOSE

OFFER What you do and provide to the world

BRAND-LED INNOVATION

PRODUCT PORTFOLIO DEVELOPMENT

RETAIL AND ONLINE DESIGN

IMAGE What you say and how you look in the world

NAMING, VISUAL AND VERBAL IDENTITY

PRINTED AND ONLINE COMMUNICATION

BRAND ROLL-OUT

ORGANISATION DESIGN

PEOPLE STRATEGY

PARTNER BROKERAGE

How you do what you do and what you need to do it

CAPABILITY

BRAND COACHING

EMPLOYEE ENGAGEMENT

WORKPLACE DESIGN

Who you are and how you behave

CULTURE

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PURPOSE

OFFER What you do and provide to the world

BRAND-LED INNOVATION

PRODUCT PORTFOLIO DEVELOPMENT

RETAIL AND ONLINE DESIGN

IMAGE What you say and how you look in the world

NAMING, VISUAL AND VERBAL IDENTITY

PRINTED AND ONLINE COMMUNICATION

BRAND ROLL-OUT

ORGANISATION DESIGN

PEOPLE STRATEGY

PARTNER BROKERAGE

How you do what you do and what you need to do it

CAPABILITY

BRAND COACHING

EMPLOYEE ENGAGEMENT

WORKPLACE DESIGN

Who you are and how you behave

CULTURE

PERSONALITY PROPOSITION

PRESENCE

What you say and

how you look

in the world

Who you are and

how you behave

PEOPLE

OFFER

What you do and

provide to the world

How you do what you do and

what you need to do it

CAPABILITY

THE BRAND PURPOSE SHOULD INFLUENCE THE

ENTIRE ORGANISATION – INSIDE AND OUT

BRAND

PURPOSE PERSONALITY PROPOSITION

OFFER IMAGE

CAPABILITY

CULTURE

“It’s still too rare to witness a designer talk about how their work maps to a mission,

drives a vision forward, or how it is placed within product architecture... This

should be the norm, not the exception.”

Paul Adams. VP of Product, Intercom @padday

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It’s time for a new equation

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User + Business + Brand = Our Solution

Ubiquitous Experiences

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SOME EXAMPLES

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Skype

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SKYPE HAD A PERCEPTION PROBLEM WITH CUSTOMERS

HOW SKYPE THOUGHT ABOUT ITS OFFER

HOW CUSTOMERS THOUGHT ABOUT SKYPE

WHAT WE DID

ARTICULATED A CLEAR ROLE IN CUSTOMERS LIVES

WITH THE PEOPLE THAT MATTER TO YOU Strong ties

Family

Friends

Close colleagues

Weak/temporary ties and

extended network when relevant

ALWAYS

ACCESSIBLE Desktop

Mobile

TV

Web SEPARATED BY Another room

Different cities

Different countries

Distance

DUE TO Cost

Circumstances

Technology

EVERYDAY

ACTIVITIES Catching up

Learning

Watching

Discussing

Working

Etc…

SKYPE IS FOR:

DOING THINGS TOGETHER, WHENEVER YOU’RE APART

USED THAT ROLE AS A STARTING POINT FOR… Brainstorming new product ideas

Running a training workshop

Welcoming a new team member

Crafting a new value proposition

Launching a new product

Writing copy for a campaign

Redesigning digital touchpoints

Developing a shortlist of names

Creating useful in client interventions

Coming up with a go to market plan

Explaining the world of Skype

Briefing partners and agencies

GOT THE ELEVATOR PITCH SINGING

SIMPLIFYED HOW THEY PRESENTED THE OFFER

CREATED A USER JOURNEY THAT MADE SENSE INSIDE AND OUT

BUILT USEFUL TOOLS AND PROCESSES

DROVE THE LEADERSHIP AND COMPANY STORY

THE BRAND STRATEGY THEN…

DESIGNED AN EXPERIENCE FOR THE EVERYDAY

MORE THAN DOUBLED THE NUMBER OF ACTIVE USERS USING SKYPE EACH MONTH

INCREASED THE ACTIVITY OF THOSE USERS

DOING 40% MORE THINGS TOGETHER

Recognition from the CEO

Virgin Atlantic

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TO CONCLUDE

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Things you should now own…

• UX and brand working as a creative partners;

• The need to understand a company's mission, it's purpose and values;

• Collaboration with the brand team;

• Demanding more than the visual guidelines;

• The discipline to meet another set of requirements.

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THANK YOU @sarahbear28

sarah.morris@wolffolins.com

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