jailbreaking the brand interface

Camilo La Cruz@akaJuanSmith

Jailbreaking“In electronics: to enable use of a consumer electronics product not intended by the manufacturer through the exploitation of software hacks.”

The Urban Dictionary

Interface“A point where two systems, subjects, organizations, etc. meet and interact.”

Oxford Dictionary

“We look at the present through a rear-view mirror. We march backwards into the future.”

Marshall McLuhan

Mobile

Newspapers

Magazines

Time Spent Share (%) Ad Spending Share (%)

eMarketer, December 2011

CONSUMERS

ENGAGEMENT

POSITIONING

CREATORS

VALUE

PURPOSE

via This isn’t Happiness

“The Creator Economy”Paul Saffo

artists curators developers entrepreneurs agitators

value ≠ engagement

API Key“An application programing interface key (API key) is a code generated by websites that allow users to access their application programming interface. API keys are used to track how the API is being used in order to prevent malicious use or abuse of the terms of service.”

Wikipedia

Brand Key:Sales dataScrubbed profile dataStore locationsProduct IDPromotions IDCustomer Service DirectoryGraphic assetsSonic branding assetsPatents

earned media, next genfrom communication objects to functional objects

purpose ≠ positioning

via Paper Punk

thank you@akaJuanSmith