1.
MORNING
GOOD OR HOW I
LEARNED
TO stop
worrying
aboutTHE
B R A N D

2.
iapologize

3.
“We are powerfully imprisoned
by the terms in which we have
been conducted to think.”
Buckminster Fuller

4.
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

5.
The best experiences are more than twice as valuable
2.4x revenue 5 more years

6.
“The product is the service
is the marketing”
Russell Davies

7.
Stop manipulating minds.
Start shaping experiences.

8.
Respect attention, manage reputation

9.
“You can’t build a reputation
on what you’re going to do.”
Henry Ford

10.
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

11.
4 thoughts on closing the gap

12.
1.
Be human friendly
(not human like)

13.
Brands are not like people

14.
https://www.technologyreview.com/s/513706/friendly-machines/

15.
Human-friendly rather than human-like

16.
Small is friendly

17.
2.
Design for now

18.
3.
Have an opinion

19.
Opinions are valuable things

20.
Risky compared to what?

21.
Be curious

22.
“Always be a first-rate version of
yourself, instead of a second-rate
version of somebody else”
Judy Garland

23.
4.
Problem finding beats problem solving

24.
Find better problems to solve

25.
Better problems, better questions

26.
1. Find a problem to solve
Find 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

27.
2. Dig a little deeper
Ask your partner to describe their most recent encounter with the annoyance.
Take notes:
Stuck? Try asking “how?” or “why?”, then switch roles
~5 min

28.
3. Define the problem
Now 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?)

29.
4. Sketch a solution
Draw an ambitious solution to your partner’s problem, then give it a name
~5 min

30.
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

31.
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

32.
5
things
behumanfriendly(NOTHUMANLIKE)
SMALLISgood
DESIGNFORNOW
HAVEANOPINION
FINDBETTERPROBLEMSTOSOLVE

33.
Thankyou