how i learned to stop worrying about the brand

MORNINGGOOD

OR HOW I LEARNED TO stop worrying about THE B R A N D

i apologize

“We are powerfully imprisoned by the terms in which we have been conducted to think.” Buckminster Fuller

Source: Copernicus Consulting, Havas Media, CMO Council, McKinsey

PEOPLE VALUE BRANDS LESS

Brands in 4 out of 5 categories seen as increasingly homogeneous (and less than 1 in 10 ads seen as different)

Most people “couldn’t care less if 80% of brands out there disappeared tomorrow”

5% of Americans think brands “make a noticeable, positive contribution ot their lives”

CLIENTS ARE QUESTIONING THE COMMERCIAL VALUE OF BRANDS

1 out of 4 CEOs and CFOs don’t believe brand building significantly boosts corporate profitability

$1 spent on brand building for every $3 spent on price cutting in CPG

Brands are less valuable

The best experiences are more than twice as valuable

2.4x revenue 5 more years

“The product is the service is the marketing” Russell Davies

Stop manipulating minds. Start shaping experiences.

Respect attention, manage reputation

“You can’t build a reputation on what you’re going to do.” Henry Ford

Source: The Director Centre 2014

Mind The Gap

80%

Companies that believe they provide an above

average customer experience

11%

Companies whose customers agree

69% service delivery gap

4 thoughts on closing the gap

1. Be human friendly (not human like)

Brands are not like people

https://www.technologyreview.com/s/513706/friendly-machines/

Human-friendly rather than human-like

Small is friendly

2. Design for now

3. Have an opinion

Opinions are valuable things

Risky compared to what?

Be curious

“Always be a first-rate version of yourself, instead of a second-rate version of somebody else” Judy Garland

4. Problem finding beats problem solving

Find better problems to solve

Better problems, better questions

1. Find a problem to solveFind a partner and ask them to tell you three things they find annoying on a daily basis

something annoying, or something that you want to improve

something annoying, or something that you want to improve

something annoying, or something that you want to improve

Pick your favourite, then switch roles

~5 min

2. Dig a little deeperAsk your partner to describe their most recent encounter with the annoyance. Take notes:

Stuck? Try asking “how?” or “why?”, then switch roles

~5 min

3. Define the problemNow distill what you’ve learnt from your partner by completing the following sentence:

your partner’s name

whatever it is to be fixed or made better

validate this with your partner

wants

so that

~5 min

the desired outcome (what improvement or change does it bring about?)

4. Sketch a solutionDraw an ambitious solution to your partner’s problem, then give it a name

~5 min

5. Present back & choose

Present Take the problems and solutions you’ve defined, sketched and named and present these back to your group (1 minute each).

Vote As a group, vote for the individual problem/solution you now want to take forward to solve as a group.

We’re looking for one to develop further as a group within a sketch brainstorm

~10 min

6. Sketch brainstorm

Sit in silence and sketch as many propositions that might solve the problem. When you have sketched something, hold it up and explain it to the group before placing it in the middle and sketching another one.

Sketch the way these propositions might work as: • A web application on a desktop, in a browser • Mobile/portable products or services on a phone or tablet • Something else - don’t feel limited by ‘devices’ or ‘platforms’. Perhaps your idea

exists across the digital and physical world (e.g. as a book as well as a digital service; as an installation, wall or screen)

use a computer, or start writing stuff in Word or Excel, or write a list

sketch with a marker; make it visual without designing; annotate as much as you want.

~15 min

DON’T

DO

5 things

be human friendly (NOT HUMAN LIKE) SMALL IS good

DESIGN FOR NOW HAVE AN OPINION

FIND BETTER PROBLEMS TO SOLVE

Thank you