interact london 2015: sarah morris
TRANSCRIPT
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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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