This document discusses how brands can be thought of as people, with identities, personalities, and experiences. It provides examples of strong and challenged brands like Gilt and Fab, examining their identities, personalities, experiences, and results. Other case studies look at how brands like Warby Parker, Johnson & Johnson, and brand extensions engage customers. The document argues that successful future companies will focus on building strong identities, personalities, and experiences for their brands, just as people do.
68. They take care of all the lousy parts...
Search, booking, cancellations, cleaning fees,
communication, payment, scheduling, security
deposits, fraud, etc.
88. - Fun to browse
- About recognizing
great design
- Displaying your
good taste
- About sharing
- Transactional
- About how much
money you spend
- Displaying your
wealth
- About buying
#3. EXPERIENCE
#3. EXPERIENCE
91. RESULTS
RESULTS
- Identity strong!- Sales
growing - Personality:
Optimism! “Become
next IKEA!”
- Identity: change
- Sales have peaked
- Personality:
“bitchy supermodel
vs girl next door”
92. - Identity strong!
- Sales growing
- Personality:
Optimism!
“Become next IKEA!”
- No real competition
- No real competition
- No real competition
- Identity: change
- Sales have peaked
- Personality:
“bitchy supermodel
vs girl next door” -
Increased competition
RESULTS
RESULTS
Partner in BaseNY Marketing and strategy for our clients.
Designer. Base Chile. ITP intersection art design tech. Digital aspect of projects.
emphasize people, stories of how bases evolved ADD pictures of teams.
Fashion : Puma, Chanel, Adidas, Loewe
Pop culture Kanye
Cultural institutions: MoMA, Guggenheim, Haus der Kunst, Grand Palais
Civic projects: NYC ... & politics European Socialist Party,
GC: Not from tech world. we’ll talk brand. Important: Brand not a magic bullet. Won’t solve everything. It is an asset that will make your company stronger. MB: Brand increasingly important to tech. Increased opportunities: Static (communicate) > Moving (tell story) > Interactive (behave) Tech interacts. Behaves. Therefore it’s emotional.
Chase, as pretty much every bank in the world. Cliff’s reaction... indifference. “I don’t care.” How do you feel about your bank? We need them but we don’t care about them. We don’t relate to them.
App... interaction with the brand. Solves a problem in a smart way. Makes his life better. Suddenly we love them. in his mind EXPERIENCIAL, in our mind MUCH MORE Complex. M : also the fact that it’s Smart.
What’s your purpose? Your reason for being? Look at person behind you? How is he/she dressed? Hair? Makeup? What does this look represent? Where are they from? Their tastes? Now shake hands. Introduce yourselves. Ask What brought you here tonight.
What is their personality? Were they Nice? Funny? How was this experience? You’re all different. M: I set this music to entertain the online crowd who like me didn’t get the chance to play this game!
Now... wouldn’t it be weird if you all were EXACTLY THE SAME?! Even in this crowd, we see they are all different people even though dressed the same. You’re all grown up. You know who you are. You’re individuals.
We have these brands. Excellent, young brands and products. All are successful for different reasons. ELABORATE ON EACH! But in a way they are like teenagers. These brands look very similar. Yet all are extremely different. Strange... Identity is not how you look but who you are. They fill a need. Our experience with them is positive. And yet...
So then...It’s weird when they all look basically the same, right? Like teenagers, trying to belong.
MARTIN bird. discover. connect. playful. for example the way they use the home button. **MARTIN : DISCOVER, CONNECT ref what Twitter is all about. ALSO: Quill could have been a pen. But it, like birdhouse references Tweet Tweet
teenagers. grow up. own style.
G: read the text. M: Perhaps going forward, it will be more interesting for tech companies not to look like ‘THE WEB’ But to look like themselves. To reflect who they are. To reflect their purpose. Why they exist. probably many of you have their own startups. ask yourselves. don’t you think your company is unique? Why then not communicate it like so?
Let’s take artsy, for example. How many of you know artsy? funded by Dasha Zhukova, founder of Moscow’s Garage Center for Contemporary Culture. artsy, ny based. catalogue of the arts. marketplace. disrupt the arts world, the way the information is shared, the gallery model. M: grown up approach by a startup. all digital.
visual language > unique, contemporary art lang. one of the largest catalogues of contemporary art. the genome. tool for discovery, study. buyers > galleries. open catalogue knowledge
specially in this market. had very clear that presenting themselves properly was crucial to their success. since day one: clean, professional, sleek, consistent, unique to who they are. belonging to tech and also to the arts language.
G: going back to our experience of getting to know each other. we talked about the look, the identity. now we’ll talk about personality.
G
Take Google for example...
M: Describe. not as lucky as geoff. but still from brooklyn still can go and search stuff in Moscow with google maps, and it know what I want. I can put pretty much anything and it will respond to what I’m thinking about. Big apple fail > we’re spoiled by google.
M: tverskaya. being chilean no idea how to spell russian. spelling correction.
M: I must say that has been put in question lately. You might be familiar with the case of google reader, who had a small buy very loyal and intensive user base. That put in question google’s generosity, reminding us they’re a business.
GC: Yes, last 10 years, core functionality hasn’t changed.
MB And even more so now. notice the microphone. they reached the point where the complexity actually simplifies the experience. the more advanced they get, the simpler they make it to the user.
GC: Google going into new areas.
A local experience in Paris
ML takes over. Really good website and iPhone apps to standardize the process w/efficient tools. You, the provider, can focus on inquiries and the renter and... as the renter...
With trust, you can focus on having a very local experience. Even have the opportunity of making new friends.
So Airbnb allows for an experience that’s even BETTER than a hotel experience.
GEOFF HERE
Describe both Gilt Founded Nov 2007. Doing between $600 million- $1 billion Fab Founded June 2011 $100 million
Talking IDENTITY
Before Warby: What you do when you need lenses
ML: Many online brands have felt the need to bridge the gap between digital stores and physical environments. Each time fun & engaging. Escaping from setting up a physical store.
GC
GC
GC
GC
M: Acquisition by Facebook made people specially sensitive.
GC
GC
GC
GC
GC
M: As the case studies of Warby Parker, Virgin and Fab show, the more a brand can satisfy each of these areas, the greater chance for success they will have. Especially tech brands, which have the ability to react/behave and respond to different user inputs, the way that the brand acts is as important as the way the brand communicates.
