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.
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
33. It seems passé today to speak of “the Internet
revolution.” In some academic circles, it is
positively naïve.
34. It seems passé today to speak of “the Internet
revolution.” In some academic circles, it is
positively naïve.
But it should not be.
35. 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.
36. 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.
37. 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
38. We should not be surprised
that navigating this is hard.
83. A common brand is where many
things are right, not just one
84. A common brand is where many
things are right, not just one
WHAT’S THIS
FOR?
IT’S A NEW
THING WE’VE
MADE
SO, WHAT
DOES IT
DO?
WE’VE
CHANGED THE
MOTOR
WHAT’S THIS
FOR?
WHAT’S THIS
FOR?
IT’S A NEW
THING WE’VE
MADE
88. Surface Area
“What matters is not so much size but
the distance between individual
employees and their customers.”
Dr Arno Penzias
89. “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 -
97. GDS user research guide
HTTPS://WWW.GOV.UK/SERVICE-MANUAL/USER-CENTRED-DESIGN/USER-RESEARCH
98. GDS user research guide
HTTPS://WWW.GOV.UK/SERVICE-MANUAL/USER-CENTRED-DESIGN/USER-RESEARCH
1.LOOK HOW
EARLY THE
PRODUCT IS
LIVE
99. 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…
146. A common brand is
like lots and lots of
different voices
147. PEOPLE (n x m)
THINGS(ixd)
Starting points for a common brand
148. PEOPLE (n x m)
THINGS(ixd)
Starting points for a common brand
How good is the
product? Really?
REALLY?
149. 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?
150. 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?
151. 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?
152. 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