how i learned to stop worrying about the brand
TRANSCRIPT
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