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Many > One - A Fanfare For The Common Brand

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What are the tools and approaches we need to think about brands in the age of the intermet? A presentation for the talent accelerator programme Google Squared in London.

Publié dans : Marketing
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Many > One - A Fanfare For The Common Brand

  1. PICTURE: NASA MANY > ONE DATE: 29/04/2015 HOST: SQUARED LOC: LONDON LAT: 51.5207° LONG: 0.1345° PRES: JOHN V WILLSHIRE TW: @WILLSH WEB: SMITHERY.CO A fanfare for the common brand
  2. Hello, what do you do?
  3. ‘Smithery’ is an easy metaphor to get lost in…
  4. “Blacksmiths are unique in that they make their own tools…” Dan Dennett
  5. We make tools
  6. PEOPLE (n x m) THINGS(ixd) Tools for thinking
  7. DESIGN PROTOTYPE CULTURE STRATEGY PEOPLE (n x m) THINGS(ixd) Tools for thinking
  8. PEOPLE (n x m) THINGS(ixd) Tools for thinking LOW MEDIUM HIGH
  9. PEOPLE (n x m) THINGS(ixd) Tools for thinking
  10. Tools for making
  11. Tools for making
  12. Tools for making
  13. “You have to start by acquiring tools, or making them yourself” Dan Dennett
  14. Acquire?
  15. Acquire from core principles
  16. Acquire from new theories
  17. Acquire from copying others
  18. Something fascinating unites these three books…
  19. 6 models 20 papers 50 strategies
  20. The future for brands is found in many ideas
  21. What did it mean to be a ‘common brand’?
  22. a badge of origin
  23. a promise of performance
  24. transformation of experience
  25. value of reassurance
  26. Brands were built for…
  27. …consistency
  28. So what’s this about?
  29. The internet.
  30. It seems passé today to speak of “the Internet revolution.” In some academic circles, it is positively naïve.
  31. It seems passé today to speak of “the Internet revolution.” In some academic circles, it is positively naïve. But it should not be.
  32. It seems passé today to speak of “the Internet revolution.” In some academic circles, it is positively naïve. But it should not be. The change brought about by the networked information environment is deep. It is structural.
  33. It seems passé today to speak of “the Internet revolution.” In some academic circles, it is positively naïve. But it should not be. The change brought about by the networked information environment is deep. It is structural. It goes to the very foundations of how liberal markets and liberal democracies have coevolved for almost two centuries.
  34. It seems passé today to speak of “the Internet revolution.” In some academic circles, it is positively naïve. But it should not be. The change brought about by the networked information environment is deep. It is structural. It goes to the very foundations of how liberal markets and liberal democracies have coevolved for almost two centuries. Yochai Benkler, 2006
  35. We should not be surprised that navigating this is hard.
  36. I asked an expert what the internet was like…
  37. How big is the internet?
  38. “As big as the world”
  39. What does the internet feel like?
  40. “It’s very smooth”
  41. What shape is the internet?
  42. “It’s square, so it can fit through squares.”
  43. How much does the internet weigh?
  44. “About thirty to forty birds.”
  45. Which birds?
  46. “Robins.”
  47. What does the internet sound like?
  48. “Like lots and lots of different voices”
  49. Spot on, wee man.
  50. MANY > ONE
  51. MANY > ONE is how the internet works
  52. “Listening carefully produces conversations of two sorts... the dialectic and the dialogic” Richard Sennett, Together
  53. What the f***?
  54. Dialectic “The interaction and resolution between multiple ideas” GWF Hegel Richard Sennett
  55. Dialectic wants consensus A b C D E F G H
  56. Dialectic wants consensus A b C D E F G H bA CD Fe Ge C ADb GADf C ADb ADfg
  57. No matter how good that consensus is…
  58. Dialogic “A discussion that does not resolve itself by finding common ground...” Bahktin Richard Sennett
  59. “People become more aware of their own views and expand their understanding of one another” Richard Sennett
  60. Ideologies coexist A b C D E F G H
  61. They constantly interact and inform each other A b C D E F G H
  62. Each ideology can hold more salience in certain circumstances A b C D E F G H
  63. Changes can be made if a strategy does not have the desired effect A b C D E F G H
  64. This might not just apply to “conversation”
  65. This interplay of ideas is very reminiscent of the internet
  66. It doesn’t look like the way we model brands
  67. How we think about models is important…
  68. “We shape our buildings, and afterwards our buildings shape us” - Churchill
  69. We shape our models, and afterwards our models shape us
  70. It’s not this simple.
  71. Brands today are more like BitTorrents
  72. MANY > ONE
  73. I would ask that you keep this simple thing in mind...
  74. Where does this leave ‘brands’?
  75. I don’t care what it was designed to do. I care about what it can do.
  76. Customers Makers Products A common brand is found where meaning is made together
  77. A common brand is where many things are right, not just one
  78. A common brand is where many things are right, not just one WHAT’S THIS FOR? IT’S A NEW THING WE’VE MADE SO, WHAT DOES IT DO? WE’VE CHANGED THE MOTOR WHAT’S THIS FOR? WHAT’S THIS FOR? IT’S A NEW THING WE’VE MADE
  79. This is a structural issue. Let’s think about restructuring our brand toolkit
  80. A common brand is about the stories of people and things
  81. Many people > one audience PEOPLE
  82. Surface Area “What matters is not so much size but the distance between individual employees and their customers.” Dr Arno Penzias
  83. “A NEVER-ENDING STREAM OF APOLOGETIC ANSWERS TO CUSTOMER COMPLAINTS, PUNCTUATED BY THE ODD, HOPEFUL BRAND MESSAGE FROM CENTRAL MARKETING.” ASBURY & ASBURY HTTP://ASBURYANDASBURY.TYPEPAD.COM/BLOG/2015/02/CONVERSATION-MY-ARSE.HTML -
  84. HUGH MACLEOD AKA @GAPINGVOID
  85. BRANDS ARE GROOT
  86. Brands start deep inside a company
  87. …right to the outside
  88. GDS user research guide HTTPS://WWW.GOV.UK/SERVICE-MANUAL/USER-CENTRED-DESIGN/USER-RESEARCH
  89. GDS user research guide HTTPS://WWW.GOV.UK/SERVICE-MANUAL/USER-CENTRED-DESIGN/USER-RESEARCH 1.LOOK HOW EARLY THE PRODUCT IS LIVE
  90. GDS user research guide HTTPS://WWW.GOV.UK/SERVICE-MANUAL/USER-CENTRED-DESIGN/USER-RESEARCH 1.LOOK HOW EARLY THE PRODUCT IS LIVE 2.LOOK HOW MUCH REFINEMENT RESEARCH COMES AFTER LAUNCH…
  91. Agency research guide* LAUNCHSOME TGIHUNCH 4 GROUPS *NOT REALLY** **BUT NEARLY
  92. • Create inner belief
  93. • Create inner belief • Spread the word
  94. • Create inner belief • Spread the word • Build relationships
  95. • Create inner belief • Spread the word • Build relationships • Create community spaces
  96. • Create inner belief • Spread the word • Build relationships • Create community spaces • Allow messages to travel
  97. Having lots of people in a company makes it easy...
  98. Owning lots of shallow brands makes it hard
  99. Consolidation is rife “Buy one brand, get one free”
  100. We see faceless organisations now trying to be ‘people’ Unilever: Sustainable Living Plan
  101. Many layers > one machine THINGS
  102. Complicated needs expertise Complex needs effort
  103. “It’s not complicated, It’s just hard” RUSSELL DAVIES, GDS, QUOTING MICHAEL SLABY PIC: @LEXIE_BROWN
  104. Make all the Youtube channels people actually want. It’s not complicated, Just Hard.
  105. With the right mechanic, complexity becomes amazingly compelling...
  106. “Yay, it works!”
  107. Simple idea, but complex to execute…
  108. One million requests in just four days
  109. This used to be a car dealer
  110. Now it’s a petrol station
  111. The first time I used it… …was with a friend
  112. Many truths > one lie STORIES
  113. Modern economics: The value of a thing is determined by what one is willing to give up to obtain the thing
  114. The Labour Theory of Value The value of something is determined by the labour that went into its production
  115. Perhaps there’s a Labour Theory of Brand Value?
  116. Field Notes
  117. £3.33 PER PAD £0.99 PER PAD
  118. “Marketing is world building. With unlimited bandwidth we can now show you the world.” @tobybarnes
  119. “Marketing is world building. With unlimited bandwidth we can now show you the world.” @tobybarnes
  120. Labour Theory of Brand Value You have to make everything with the infinite canvas of the internet in mind
  121. We’d rather buy this world...
  122. …more than this world
  123. Brands often find this hard because of their hollow factory
  124. Two opposite forces of innovation
  125. Make product very efficiently
  126. Make product very efficiently Make marketing as interesting as possible
  127. “Creating astounding products is their main obsession. There is always something new to say.” Jim Carroll, BBH on how Tech companies build brands
  128. “let’s make up a wacky town where they make cider in an interesting way”
  129. Why not just make cider in an interesting way?
  130. A common brand is about the stories of people and things
  131. A common brand is like lots and lots of different voices
  132. PEOPLE (n x m) THINGS(ixd) Starting points for a common brand
  133. PEOPLE (n x m) THINGS(ixd) Starting points for a common brand How good is the product? Really? REALLY?
  134. PEOPLE (n x m) THINGS(ixd) Starting points for a common brand How good is the product? Really? REALLY? Is this the start of a journey of discovery?
  135. PEOPLE (n x m) THINGS(ixd) Starting points for a common brand How good is the product? Really? REALLY? Is this the start of a journey of discovery? Is it about a remarkable group of people?
  136. PEOPLE (n x m) THINGS(ixd) Starting points for a common brand How good is the product? Really? REALLY? Is this the start of a journey of discovery? Is it about a remarkable group of people? Does this change the world? Do you believe?
  137. PICTURE: NASA MANY > ONE DATE: 29/04/2015 HOST: SQUARED LOC: LONDON LAT: 51.5207° LONG: 0.1345° PRES: JOHN V WILLSHIRE TW: @WILLSH WEB: SMITHERY.CO Thank you

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