Branding for Builders by fmr Netflix VP of Product
•
3 likes•1,712 views
This presentation is from a talk given by fmr Netflix VP of Product Management during Virtual #ProductSummit in March 2020.
Recommended
Recommended
More Related Content
What's hot
What's hot (20)
Similar to Branding for Builders by fmr Netflix VP of Product
Similar to Branding for Builders by fmr Netflix VP of Product (20)
More from Product School
More from Product School (20)
Recently uploaded
Recently uploaded (20)
Branding for Builders by fmr Netflix VP of Product
- 1. www.productschool.com Branding for Builders by fmr Netflix VP of Product
- 2. Join 55,000+ Product Managers on Free Resources Discover great job opportunities Job Portal prdct.school/PSJobPortalprdct.school/events-slack
- 3. CERTIFICATES Your Product Management Certificate Path Product Executive Certificate™ Product Leader Certificate™ Product Manager Certificate™ 20 HOURS40 HOURS40 HOURS
- 4. Corporate Training Level up your team’s Product Management skills
- 5. www.productschool.com Part-time Product Management Training Courses and Corporate Training
- 6. Gibson Biddle // @gibsonbiddle Product School Virtual Product Summit: Oct. 24, 2019
- 8. Which $50 gift certificate would you like? @gibsonbiddle
- 11. @gibsonbiddle
- 12. 2014 Boob-er backlash Targeting Lyft God View Scandal Spying on Beyonce Self-driving pilot failure False advertising #DeleteUber goes viral Trump ties Sexual harassment scandal Google lawsuit Deceiving law enforcement CEO caught yelling at driver Escorts in Seoul Spying on the rival Underpaying drivers Twenty employees fired Questioning a rape victim Kalanick takes leave of absence Board member’s sexist joke Kalanick resigns 2016 2017 @gibsonbiddle
- 13. @gibsonbiddle Why care about brand?
- 14. As a product leader, your job is to: Delight customers In hard to copy Margin-enhancing ways. @gibsonbiddle
- 15. @gibsonbiddle Economies of scale Network effects Unique technology Brand HARD TO COPY @gibsonbiddle
- 16. @gibsonbiddle Why care about marketing?
- 19. Technical Management Creative Business Marketing Design Consumer science Work effectively with engineers Light process to deliver results Generate ideas that matter Deliver shareholder value Package & position ideas Work well with design; value simplicity Insight via qual, survey, data & A/B tests Product skills @gibsonbiddle Photo: Jim Watson / Getty Images
- 20. Speaker, Adviser, Teacher (2015-Present) CPO, Chegg (2010) VP Product, Netflix (2005) SVP, Creative Wonders,The Learning Company, Mattel (1995) Director, Product, Electronic Arts (1991) Gibson Biddle @gibsonbiddle
- 21. Agenda @gibsonbiddle Branding for Builders 1. What is a brand? 2. Two brand models: Positioning Brand pyramid 3. Netflix evolution
- 22. 01What is a brand? @gibsonbiddle
- 23. @gibsonbiddle
- 24. @gibsonbiddle
- 25. Don’t worry about the brand. Just build a great product.” Anonymous @gibsonbiddle
- 26. The most powerful brands are built from the heart. Their foundations are stronger because they are built with the strength of the human spirit.” Howard Schulz Starbucks @gibsonbiddle
- 27. Laura Busche @gibsonbiddle Brand is the unique story that consumers recall when they think of you.”
- 28. A brand is the story that builds a trusted relationship between customer & product. @gibsonbiddle
- 31. Let’s start simply What is positioning? @gibsonbiddle
- 32. Positioning The place a brand occupies in a consumer’s mind. @gibsonbiddle
- 33. One word for each brand? @gibsonbiddle
- 34. One word Volvo = Safety BMW = Performance Tesla = Innovation Honda = Reliability Mercedes = Luxury Prius = Green @gibsonbiddle
- 35. Positioning model What is it? • Be highly descriptive What are the benefits? • How improve customer’s lives? What is its personality? • If we met “you” at a party, how would folks describe you? @gibsonbiddle
- 36. Netflix What is it? • TV & movie subscription service What are its benefits? • Fast, easy, entertaining • Great value What is its personality? • Straightforward, friendly @gibsonbiddle
- 37. Positioning model What is it? • Be highly descriptive What are the benefits? • How improve customer’s lives? What is its personality? • If we met “you” at a party, how would folks describe you? @gibsonbiddle
- 38. 2. The brand pyramid model We’ve described what it is Its benefits & personality Now add aspiration and emotion. @gibsonbiddle
- 39. I’ve learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel.” Maya Angelou @gibsonbiddle
- 40. Emotional benefits Something bigger Product benefits Product attributes Brand Pyramid How you make customers feel How you dent the universe How you improve customers’ lives Features that deliver benefit @gibsonbiddle
- 41. @gibsonbiddle
- 42. @gibsonbiddle
- 43. @gibsonbiddle
- 44. @gibsonbiddle
- 45. @gibsonbiddle
- 46. @gibsonbiddle
- 47. @gibsonbiddle
- 48. @gibsonbiddle
- 50. Emotional benefits Something bigger Product benefits Product attributes Think Different Free, imaginative Revolutionary innovation Creative, productive, easy Mobile digital products & services @gibsonbiddle
- 51. Emotional benefits Something bigger Product benefits Product attributes Movie enjoyment made easy Delight Escape from reality Fast, easy, entertaining; great value TV & movie streaming; original content @gibsonbiddle
- 52. Emotional benefits Something bigger Product benefits Product attributes Headline How you make customers feel? How you “dent the universe”? How improve customers’ lives? The features product provides? @gibsonbiddle
- 53. The power of a brand
- 54. You engage in revolutionary innovation and the brand is a reflection of how you see yourself. Defining the brand provides the product team with tools needed to create a consistent experience as the company grows. Together, brand and product can delight customers in hard-to-copy, margin-enhancing ways. When you choose Apple @gibsonbiddle
- 56. Ongoing innovation Consumer science (focus groups + A/B tests) Customer obsession Increasing brand value. @gibsonbiddle
- 70. Someday, our brand will be so big, your heads will swell.” Reed Hastings, CEO Netflix @gibsonbiddle
- 71. @gibsonbiddle
- 72. @gibsonbiddle
- 73. @gibsonbiddle
- 74. What’s next for you? Define your positioning & brand Evaluate ideas via qualitative A/B test homepage, forever Evolve product & brand together. @gibsonbiddle
- 75. Today, brands are not the preserve of a marketing department. Brands are too important to be left to marketing - or any other ‘department.’ Thomas Gadd Organizational ghettoes do not create vibrant world-changing brands.” @gibsonbiddle
- 77. @gibsonbiddle
- 78. @gibsonbiddle
- 79. New QR Code Here @gibsonbiddle
- 80. www.gibsonbiddle.com Complete Net Promoter Score survey Read “Branding for Builders” on Medium Download PDF of presentation New QR Code Here @gibsonbiddle