2. AGENDA
‣ Intro, Q&A 10m
‣ Why brand? 10m
‣ Industrial vs. Information Age Brands 10m
‣ Lean Brand Development 10m
‣ Workshop 40m
‣ Discussion time 10m
2
3. INTRODUCTION
‣ BFA Graphic Design, BU College of Fine Arts
‣ Graphic design and corporate identity
‣ Brand strategy and acceleration
‣ Qualitative market research
‣ Berklee, Harvard, P&G, MassChallenge
‣ #brandhack
BEN SPEAR
CONSULTANT, BRAND STRATEGY & DESIGN
3
7. WHY BRAND?
CLANS
7
‣ Paleolithic
‣ 2,600,000 years ago
‣ Small egalitarian groups, dynamic leadership
‣ Information is personal, 1-to-1
Image: wikipedia.org/wiki/paleolithic
8. WHY BRAND?
NATIONS
8
‣ Neolithic
‣ 10,000 years ago
‣ Permanent settlement, pseudo-personhood
‣ Information is disembodied, 1-to-100
Image:
13. INDUSTRIAL VS. INFORMATION AGE BRANDS
INDUSTRIAL BRANDING
13
‣ Focused on product
‣ Customers = conversions
‣ Generates wealth
‣ Exploitative
‣ Teaching, forcing, patriarchal
Image: james-pratt.com
14. INDUSTRIAL VS. INFORMATION AGE BRANDS
INFORMATIONAL BRANDING
14
‣ Focused on experience
‣ Customers = partners
‣ Generates value
‣ Collaborative
‣ Learning, guiding, fraternal
Image: rosaliewinard.com Temple Grandin
15. INDUSTRIAL VS. INFORMATION AGE BRANDS
ERIC RIES
15
“What creates value for a startup is
learning if we are on path to a
sustainable business. [Successful
companies have to] make that shift
in perspective, from making stuff
to learning which stuff to make.”
22. LEAN BRAND DEVELOPMENT
MAJOR TENETS
22
‣ “Brand genius” is a myth
‣ Brands aren’t manufactured, they’re co-created
‣ Innovation through experimentation and validated learning
‣ Build — Measure — Learn
‣ Story — Artifact — Invitation
‣ “Minimum Viable Brand Relationship” (MVB)
23. SUMMARY KEY CHALLENGE / QUESTION
CASE STUDY
‣ Secure funding
‣ Build beta group
‣ Prototype the customer
relationship for feedback
- Audience analysis
- Persona development
- Naming
- Identity design
Okin measures force during strength training, and transmits data
to an app that tracks performance.
OKIN 1h30m
23
Okin measures force during
strength training and
transmits data to an app
that tracks performance.
Nick Sulham
Founder
nick@okin.co
(508) 596-6030
okin.co
Making undesirable easier:
‣ OKCupid, wing-man: dating
‣ GlassDoor: employment
‣ Prostate exam: health
‣ Hallmark: emotion
‣ Trunk Club: wardrobe
‣ Foodie: famer’s market
Important considerations:
‣ The gym is inconvenient and
intimidating
‣ Make the product less techy,
less faddy