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a core conversation
         SxSW Interactive 2012
              #brandasapi

          Peg Faimon & Glenn Platt
Armstrong Institute for Interactive Media Studies
        Miami University, Oxford, Ohio
WHAT’S OUR PREMISE?


The philosophical and tactical underpinnings of APIs offer
valuable insights into successful brands in the new economy.

Today’s brands need to focus on developing and nurturing an
open relationship with their customer built beneath the
communication layer.

Customers can build new, unique, and useful things with brand
“primitives.”

Brands, then empower customers to innovate and customers
empower brands to evolve.
WHAT’S AN API?


An application-programming interface
 is a set of programming instructions
and standards that allows developers
    to access web data to build new
     applications powered by their
              functionality.
WHAT’S AN API?
HOW DOES AN API WORK?
HOW DOES AN API WORK?
HOW DOES AN API WORK?
HOW DOES AN API WORK?
HOW DOES AN API WORK?
WHY LOOK AT APIs?


                   They are ubiquitous.
         Every time you use Facebook to login…
             link Instagram to Foursquare…
           use a smartphone app for Netflix…
                      you use an API.

Programmable Web lists over 5000 APIs. APIs are assumed.

Just ask Google what the biggest complaint about Google+
             was when it rolled out? No API.
WHY LOOK AT APIs?




     programmableweb.com
CONSUMERS CHANGING?


                    MAKERS
We have become an economy of makers/doers. Today’s
consumers are not passive, they are active in their brand
enthusiasm and passion. It’s about doing things. Today’s
consumer doesn’t want to be told what to think about
their brand. They want to be able to tell the brand what
they think.
CONSUMERS CHANGING?
Brand As API - SXSW 2012 Presentation
CONNECTIONS?


   Brand as API is an analogy,
process, and checklist to be sure
 that your brand is connecting
      with your customer.

        On their terms.
IS A BRAND A PROMISE?


A brand is the fulfillment of the promise.

    A brand is not a fantasy or ideal.

  It is the reification of the intangible.

  It is borne out in action, ownership,
        connection, and tethering.
WHAT ARE WE BUILDING FROM?


    Brand as API learns from,
     but is different from...

          Transparency
        Crowd-sourcing
          Brand Utility
     Marketing with Meaning
           Open Brand
WHAT ARE WE BUILDING FROM?


Building blocks from current models…

 Solving problems/improving lives
 Being there at the right time/place
 Outsourcing innovation & insights
   Live testing & rapid iteration
      Ongoing conversations
       Not closed campaigns
HOW IS BRAND AS API DIFFERENT?


           How is the
      Brand as API model
      unique/distinct from
     other current models?
Brand As API - SXSW 2012 Presentation
Brand As API - SXSW 2012 Presentation
Brand As API - SXSW 2012 Presentation
Brand As API - SXSW 2012 Presentation
Brand As API - SXSW 2012 Presentation
WHAT ARE BRAND PRIMITIVES?


        The LCD of your brand.

More than “brand essence”, these are the
 building blocks of the “brand essence”.

Each primitive adds value independently.
Brand As API - SXSW 2012 Presentation
Brand As API - SXSW 2012 Presentation
Brand As API - SXSW 2012 Presentation
Brand As API - SXSW 2012 Presentation
Brand As API - SXSW 2012 Presentation
Brand As API - SXSW 2012 Presentation
Brand As API - SXSW 2012 Presentation
Brand As API - SXSW 2012 Presentation
How does the
analogy of API
work to evolve
   brands?
API KEY =


Customizing and monitoring
       each customers’
relationship with the brand.

     Managing access.

  Personal point of entry.
RATE LIMITS =


  Open more to
   superusers,
brand evangelists,
 and influencers.
DEVELOPER COMMUNITIES =


  Customer communities.
DEVELOPER MARKETING =


   Marketing about the
    open relationship
 and ease of accessing it.

 Marketing about utility.
BUSINESS MODELS =


   Get over the control hangups.

Explore alternative revenues models.

   Opening the brand to internal
  constituents, preferred partners,
        and your customers.
EXAMPLES =


Show people how
 others connect
  to the brand.
DOCUMENTATION =


Make connecting with the brand
        a no-brainer.

Lowest possible barriers to entry
 and extensive just-in-time help
            to do it.
Brand As API - SXSW 2012 Presentation
MASHUPS =


Can customers build
  brand mashups?
RADICAL BRANDING?


We don’t think so. Brands that will win, brands that are
winning, are doing so because they are rethinking their
relationship with their customers.

They are not only opening the brand up to the customer,
they creating the conditions for innovation by simplifying,
empowering, and building bridges between their customers
and their brands.

Most importantly, these two way bridges aren’t fixed
bridges, they move.
RADICAL BRANDING?


Connecting with the brand has to be more than
engineered utility.

It has to be organic and market-driven utility that
represents the diversity of ways that customers feel
connected to their brands.

Our Brand as API framework provides a roadmap and
checklist for doing just that.
CONTACT US


                   PEG FAIMON
                about.me/pegfaimon

                   GLENN PLATT
                about.me/glennplatt

ARMSTRONG INSTITUTE FOR INTERACTIVE MEDIA STUDIES
                 aims.muohio.edu

                BRAND AS API SITE
                 brandasapi.com
“PRIMITIVES”

                Marketing Models
    http://www.marketingwithmeaning.com/
        http://www.resource.com/o-p-e-n
           http://www.brandutility.net/

         API Primers |Reviews |Discussion
 http://www.youtube.com/watch?v=7r7QpIDEI_o
http://www.youtube.com/watch?v=QSUnBPv4iQ0
http://www.youtube.com/watch?v=AKhK8E7bXZw
           http://vimeo.com/33499514
           http://vimeo.com/33268308

                  API Resources
         http://programmableweb.com
            http://readwriteweb.com
               http://mashery.com

   Examples of APIs for Best Practice Analogies
http://twillio.com (Marketing and Documentation)
   https://stripe.com/docs/api (Documentation)
     http://urbanairship.com (Making it Easy)

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Brand As API - SXSW 2012 Presentation

  • 1. a core conversation SxSW Interactive 2012 #brandasapi Peg Faimon & Glenn Platt Armstrong Institute for Interactive Media Studies Miami University, Oxford, Ohio
  • 2. WHAT’S OUR PREMISE? The philosophical and tactical underpinnings of APIs offer valuable insights into successful brands in the new economy. Today’s brands need to focus on developing and nurturing an open relationship with their customer built beneath the communication layer. Customers can build new, unique, and useful things with brand “primitives.” Brands, then empower customers to innovate and customers empower brands to evolve.
  • 3. WHAT’S AN API? An application-programming interface is a set of programming instructions and standards that allows developers to access web data to build new applications powered by their functionality.
  • 5. HOW DOES AN API WORK?
  • 6. HOW DOES AN API WORK?
  • 7. HOW DOES AN API WORK?
  • 8. HOW DOES AN API WORK?
  • 9. HOW DOES AN API WORK?
  • 10. WHY LOOK AT APIs? They are ubiquitous. Every time you use Facebook to login… link Instagram to Foursquare… use a smartphone app for Netflix… you use an API. Programmable Web lists over 5000 APIs. APIs are assumed. Just ask Google what the biggest complaint about Google+ was when it rolled out? No API.
  • 11. WHY LOOK AT APIs? programmableweb.com
  • 12. CONSUMERS CHANGING? MAKERS We have become an economy of makers/doers. Today’s consumers are not passive, they are active in their brand enthusiasm and passion. It’s about doing things. Today’s consumer doesn’t want to be told what to think about their brand. They want to be able to tell the brand what they think.
  • 15. CONNECTIONS? Brand as API is an analogy, process, and checklist to be sure that your brand is connecting with your customer. On their terms.
  • 16. IS A BRAND A PROMISE? A brand is the fulfillment of the promise. A brand is not a fantasy or ideal. It is the reification of the intangible. It is borne out in action, ownership, connection, and tethering.
  • 17. WHAT ARE WE BUILDING FROM? Brand as API learns from, but is different from... Transparency Crowd-sourcing Brand Utility Marketing with Meaning Open Brand
  • 18. WHAT ARE WE BUILDING FROM? Building blocks from current models… Solving problems/improving lives Being there at the right time/place Outsourcing innovation & insights Live testing & rapid iteration Ongoing conversations Not closed campaigns
  • 19. HOW IS BRAND AS API DIFFERENT? How is the Brand as API model unique/distinct from other current models?
  • 25. WHAT ARE BRAND PRIMITIVES? The LCD of your brand. More than “brand essence”, these are the building blocks of the “brand essence”. Each primitive adds value independently.
  • 34. How does the analogy of API work to evolve brands?
  • 35. API KEY = Customizing and monitoring each customers’ relationship with the brand. Managing access. Personal point of entry.
  • 36. RATE LIMITS = Open more to superusers, brand evangelists, and influencers.
  • 37. DEVELOPER COMMUNITIES = Customer communities.
  • 38. DEVELOPER MARKETING = Marketing about the open relationship and ease of accessing it. Marketing about utility.
  • 39. BUSINESS MODELS = Get over the control hangups. Explore alternative revenues models. Opening the brand to internal constituents, preferred partners, and your customers.
  • 40. EXAMPLES = Show people how others connect to the brand.
  • 41. DOCUMENTATION = Make connecting with the brand a no-brainer. Lowest possible barriers to entry and extensive just-in-time help to do it.
  • 43. MASHUPS = Can customers build brand mashups?
  • 44. RADICAL BRANDING? We don’t think so. Brands that will win, brands that are winning, are doing so because they are rethinking their relationship with their customers. They are not only opening the brand up to the customer, they creating the conditions for innovation by simplifying, empowering, and building bridges between their customers and their brands. Most importantly, these two way bridges aren’t fixed bridges, they move.
  • 45. RADICAL BRANDING? Connecting with the brand has to be more than engineered utility. It has to be organic and market-driven utility that represents the diversity of ways that customers feel connected to their brands. Our Brand as API framework provides a roadmap and checklist for doing just that.
  • 46. CONTACT US PEG FAIMON about.me/pegfaimon GLENN PLATT about.me/glennplatt ARMSTRONG INSTITUTE FOR INTERACTIVE MEDIA STUDIES aims.muohio.edu BRAND AS API SITE brandasapi.com
  • 47. “PRIMITIVES” Marketing Models http://www.marketingwithmeaning.com/ http://www.resource.com/o-p-e-n http://www.brandutility.net/ API Primers |Reviews |Discussion http://www.youtube.com/watch?v=7r7QpIDEI_o http://www.youtube.com/watch?v=QSUnBPv4iQ0 http://www.youtube.com/watch?v=AKhK8E7bXZw http://vimeo.com/33499514 http://vimeo.com/33268308 API Resources http://programmableweb.com http://readwriteweb.com http://mashery.com Examples of APIs for Best Practice Analogies http://twillio.com (Marketing and Documentation) https://stripe.com/docs/api (Documentation) http://urbanairship.com (Making it Easy)