general assembly: the lean brand
DESCRIPTION
My deck for a General Assmebly Boston workshop on accelerating the development of your brand through rapid prototyping and learning.TRANSCRIPT
Ben Spear Consultant, Brand Strategy & Design
THE LEAN BRAND
AGENDA
‣ Intro, Q&A 10m
‣ Why brand? 10m
‣ Industrial vs. Information Age Brands 10m
‣ Lean Brand Development 10m
‣ Workshop 40m
‣ Discussion time 10m
2
INTRODUCTION
‣ BFA Graphic Design, BU College of Fine Arts
‣ Graphic design and corporate identity
‣ Brand strategy and acceleration
‣ Qualitative market research
‣ Berklee, Harvard, P&G, MassChallenge
‣ #brandhack
BEN SPEAR CONSULTANT, BRAND STRATEGY & DESIGN
3
Q&ATHE LEAN BRAND 4
THE LEAN BRAND
WHY BRAND?5
LESSON 1 6
BRAND = RELATIONSHIP ≠
NAME, LOGO, TAGLINE
WHY BRAND?
CLANS7
‣ Paleolithic ‣ 2,600,000 years ago ‣ Small egalitarian groups, dynamic leadership ‣ Information is personal, 1-to-1
Image: wikipedia.org/wiki/paleolithic
WHY BRAND?
NATIONS8
‣ Neolithic ‣ 10,000 years ago ‣ Permanent settlement, pseudo-personhood ‣ Information is disembodied, 1-to-100
Image:
WHY BRAND?
CORPORATIONS9
‣ Industrial ‣ 250 years ago ‣ Corporate personhood ‣ Information is mass-produced, 1-to-many
Image:
WHY BRAND?
SINGULARITY10
‣ Information ‣ 30 years ago ‣ Planetary consciousness ‣ Information is, many-to-many
wikipedia.org/wiki/m
LESSON 2 11
BRAND OCCURS NATURALLY
THE LEAN BRAND
INDUSTRIAL VS. INFORMATION AGE BRANDS
12
INDUSTRIAL VS. INFORMATION AGE BRANDS
INDUSTRIAL BRANDING13
‣ Focused on product ‣ Customers = conversions ‣ Generates wealth ‣ Exploitative ‣ Teaching, forcing, patriarchal
Image: james-pratt.com
INDUSTRIAL VS. INFORMATION AGE BRANDS
INFORMATIONAL BRANDING14
‣ Focused on experience ‣ Customers = partners ‣ Generates value ‣ Collaborative ‣ Learning, guiding, fraternal
Image: rosaliewinard.com Temple Grandin
INDUSTRIAL VS. INFORMATION AGE BRANDS
ERIC RIES15
“What creates value for a startup is learning if we are on path to a sustainable business. [Successful companies have to] make that shift in perspective, from making stuff to learning which stuff to make.”
INDUSTRIAL VS. INFORMATION AGE BRANDS 16
vs.
vs.
vs.
INDUSTRIAL VS. INFORMATION AGE BRANDS 17
vs.
LESSON 3 18
INDUSTRY IS OVER
INDUSTRIAL VS. INFORMATION AGE BRANDS 19
IDEAS BUILD PRODUCT
Industrial
IDEAS
BUILD
PRODUCT
MEASURE
DATA
LEARN
Information
THE LEAN BRAND
LEAN BRAND DEVELOPMENT
20
LEAN BRAND DEVELOPMENT 21
@jeremiahgardner
@brantcooper
LEAN BRAND DEVELOPMENT
MAJOR TENETS22
‣ “Brand genius” is a myth ‣ Brands aren’t manufactured, they’re co-created ‣ Innovation through experimentation and validated learning ‣ Build — Measure — Learn ‣ Story — Artifact — Invitation ‣ “Minimum Viable Brand Relationship” (MVB)
SUMMARY KEY CHALLENGE / QUESTION
CASE STUDY
‣ Secure funding
‣ Build beta group
‣ Prototype the customer relationship for feedback
- Audience analysis
- Persona development
- Naming
- Identity design
Okin measures force during strength training, and transmits data to an app that tracks performance.
OKIN 1h30m23
Okin measures force during
strength training and
transmits data to an app
that tracks performance.
Nick SulhamFounder
(508) 596-6030
okin.co
Making undesirable easier:
‣ OKCupid, wing-man: dating
‣ GlassDoor: employment
‣ Prostate exam: health
‣ Hallmark: emotion
‣ Trunk Club: wardrobe
‣ Foodie: famer’s market
Important considerations:
‣ The gym is inconvenient and intimidating
‣ Make the product less techy, less faddy
LESSON 4 24
TODAY’S BRANDS ADAPT
Q&ATHE LEAN BRAND 25
THE LEAN BRAND
EXERCISE26
KEY OBJECTIVE(S) AGENDA
RESOURCESDELIVERABLE
EXERCISE
An iteration of your brand that enables a full turn of the Build — Measure — Learn loop.
0–5m 5–10m 10–15m 15–20m
1. Ideas 2. Build 3. Product 4. Measure
Experience lean brand Initial market data
Brand Owner + Brand Developer Customer
27
20–25m 25-30m 30–35m
5. Data 6. Learn 7. Ideas
EXERCISE 28
IDEAS
BUILD
PRODUCT
MEASURE
DATA
LEARN
1 Understand partner’s idea 5m
2 Build brand statement 5m
3 Produce final statement 5m
3 Measure 3rd party reaction 5m
4 Compile data 5m
5 Share, learn with partner 5m
EXERCISE 29
IDEAS
BUILD
PRODUCT
MEASURE
DATA
LEARN
1 Understand partner’s idea 5m
2 Build brand statement 5m
3 Produce final statement 5m
3 Measure 3rd party reaction 5m
4 Compile data 5m
5 Share, learn with partner 5m
EXERCISE 30
IDEAS
BUILD
PRODUCT
MEASURE
DATA
LEARN
1 Understand partner’s idea 5m
2 Build brand statement 5m
3 Produce final statement 5m
3 Measure 3rd party reaction 5m
4 Compile data 5m
5 Share, learn with partner 5m
EXERCISE 31
IDEAS
BUILD
PRODUCT
MEASURE
DATA
LEARN
1 Understand partner’s idea 5m
2 Build brand statement 5m
3 Produce final statement 5m
3 Measure 3rd party reaction 5m
4 Compile data 5m
5 Share, learn with partner 5m
EXERCISE 32
IDEAS
BUILD
PRODUCT
MEASURE
DATA
LEARN
1 Understand partner’s idea 5m
2 Build brand statement 5m
3 Produce final statement 5m
3 Measure 3rd party reaction 5m
4 Compile data 5m
5 Share, learn with partner 5m
EXERCISE 33
IDEAS
BUILD
PRODUCT
MEASURE
DATA
LEARN
1 Understand partner’s idea 5m
2 Build brand statement 5m
3 Produce final statement 5m
3 Measure 3rd party reaction 5m
4 Compile data 5m
5 Share, learn with partner 5m
EXERCISE 34
IDEAS
BUILD
PRODUCT
MEASURE
DATA
LEARN
1 Understand partner’s idea 5m
2 Build brand statement 5m
3 Produce final statement 5m
3 Measure 3rd party reaction 5m
4 Compile data 5m
5 Share, learn with partner 5m
EXERCISE 35
IDEAS
BUILD
PRODUCT
MEASURE
DATA
1 Understand partner’s idea 5m
2 Build brand statement 5m
3 Produce final statement 5m
3 Measure 3rd party reaction 5m
4 Compile data 5m
5 Share, learn with partner 5m
LEARN
EXERCISE 36
IDEAS
BUILD
PRODUCT
MEASURE
DATA
LEARN
1 Create new idea 5m
2 Build new artifact 5m
3 Produce artifact 5m
3 Measure 3rd party reaction 5m
4 Compile data 5m
5 Share, learn with partner 5m
DISCUSSION TIMETHE LEAN BRAND 37