Designing Distinctive Brand Ecosystems
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A look at what's needed to build digital ecosystems which go beyond building basic user needs into building the brand through distinctiveness and creativity
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Designing Distinctive Brand Ecosystems
- 1. Hellocomputer is an IPG company More human. More like you. © Hellocomputer All rights reserved
- 2. © Hellocomputer Designing Distinctive Digital Brand Ecosystems
- 3. © Hellocomputer Make people want things
- 5. © Hellocomputer Brands are ecosystems of touchpoints
- 6. © Hellocomputer Brand interactions together construct an interconnected map From a customer perspective, touchpoints with a brand or product are not differentiated: it is the seamless experience that matters. We want the information / product / service at our convenience, and it may not matter who is responsible for making it happen.
- 7. © Hellocomputer PR Messaging Store Design People Website & Apps Games Social Networks Media Product Design IoT All touchpoint value creation model
- 8. © Hellocomputer Social Networks Games IoT PR Website & Apps Product Design Store Design Media Messaging Maximize Context • Multisensory • Audience • Delivery Mechanism • Environment • Synergy Maximize Substance • Relevant + Respectful • Actionable • Valuable & Value- Generating • Exceptional Experience • Shareworthy Stories MaximiseTouchpointValueCreation People All touchpoint value creation model
- 9. © Hellocomputer Compelling,UnifyingBrand Purpose OrchestratedAcrossAllTouchpoints Social Networks Games IoT PR Website & Apps Product Design Store Design Media Messaging Maximize Context Maximize Substance • Multisensory • Audience • Delivery Mechanism • Environment • Synergy • Relevant + Respectful • Actionable • Valuable & Value- Generating • Exceptional Experience • Shareworthy Stories MaximiseTouchpointValueCreation Analytical, Operational Brilliance Creative, Design Brilliance People All touchpoint value creation model
- 10. © Hellocomputer Compelling,UnifyingBrand Purpose OrchestratedAcrossAllTouchpoints Social Networks Games IoT PR Website & Apps Product Design Store Design Media Messaging Maximize Context Maximize Substance • Multisensory • Audience • Delivery Mechanism • Environment • Synergy • Relevant + Respectful • Actionable • Valuable & Value- Generating • Exceptional Experience • Shareworthy Stories MaximiseTouchpointValueCreation AlignedObjectivesforshort-termandlong-termImpact Brand Steward Network Purpose, Authenticity, Trust Building People Lives, Aspirations, Communities Culture, Society, broader World Positive Relevant, Responsible Analytical, Operational Brilliance Creative, Design Brilliance People All touchpoint value creation model
- 11. © Hellocomputer
- 14. © Hellocomputer Brand Steward Network People Culture, Society, broader World Compelling,UnifyingBrand Purpose OrchestratedAcrossAllTouchpoints Social Networks Games IoT PR Website & Apps Product Design Store Design Media Messaging Maximize Context Maximize Substance • Multisensory • Audience • Delivery Mechanism • Environment • Synergy • Relevant + Respectful • Actionable • Valuable & Value- Generating • Exceptional Experience • Shareworthy Stories MaximiseTouchpointValueCreation AlignedObjectivesforshort-termandlong-termImpact Purpose, Authenticity, Trust Building Lives, Aspirations, Communities Positive Relevant, Responsible People All touchpoint value creation model Analytical, Operational Brilliance Creative, Design Brilliance
- 15. © Hellocomputer Brand Steward Network People Culture, Society, broader World Compelling,UnifyingBrand Purpose OrchestratedAcrossAllTouchpoints Social Networks Games IoT PR Website & Apps Product Design Store Design Media Messaging Maximize Context Maximize Substance • Multisensory • Audience • Delivery Mechanism • Environment • Synergy • Relevant + Respectful • Actionable • Valuable & Value- Generating • Exceptional Experience • Shareworthy Stories MaximiseTouchpointValueCreation AlignedObjectivesforshort-termandlong-termImpact Purpose, Authenticity, Trust Building Lives, Aspirations, Communities Positive Relevant, Responsible Analytical, Operational Brilliance Creative, Design Brilliance People All touchpoint value creation model
- 16. © Hellocomputer Brand Steward Network People Culture, Society, broader World Compelling,UnifyingBrand Purpose OrchestratedAcrossAllTouchpoints Social Networks Games IoT PR Website & Apps Product Design Store Design Media Messaging Maximize Context Maximize Substance • Multisensory • Audience • Delivery Mechanism • Environment • Synergy • Relevant + Respectful • Actionable • Valuable & Value- Generating • Exceptional Experience • Shareworthy Stories MaximiseTouchpointValueCreation AlignedObjectivesforshort-termandlong-termImpact Purpose, Authenticity, Trust Building Lives, Aspirations, Communities Positive Relevant, Responsible Analytical, Operational Brilliance Creative, Design Brilliance People All touchpoint value creation model
- 17. © Hellocomputer Analytical and Operational Brilliance
- 18. © Hellocomputer The CMO now has the fastest-growing tech spend in the C-suite, and it’s projected to grow by between 9% and 11% from 2017 to 2022 Increasing focus on technology *Costs are in millions
- 19. — © Hellocomputer Digital Marketing Maturity Index
- 20. — © Hellocomputer Return on Digital Marketing Maturity
- 21. — © Hellocomputer • 83% could not link data across consumer touch points. • 68% lacked automation, relying instead on manual processes. • 78% could not attribute value to their individual touch points with consumers • 80% suffered from inadequate cross- functional coordination
- 22. © Hellocomputer Technology investment is outstripping creative by a factor of 4 with only CAGR 2.4% for agency services. This comes at a cost. Increasing focus on technology *Costs are in millions
- 24. © Hellocomputer Little progression on customers’ view of brand CX Every brand offers the same digital experience because they all address the same customer needs, use the same technology platforms, and design for the same mobile use case.
- 29. © Hellocomputer Creative and Design Brilliance
- 30. © Hellocomputer Beyond OK: the Creative Experience
- 31. © Hellocomputer We need to go back to the basics and remember even digital needs a human touch for it to be soulful Mzamo Masito, Managing Executive, Brand and Comms Africa Group, Vodacom (now Google SA
- 32. © Hellocomputer This means taking
- 33. © Hellocomputer Many Small Actions • Tend to be in the service of people • They reduce friction • They’re one of many • They do rather than say
- 34. © Hellocomputer Multi-sensory Aesthetic and Design Audience Frame of Mind Delivery Mechanism, Interface, and Platform / Medium Environment and Location Synergy with Other Touchpoints With context in mind
- 35. © Hellocomputer In three emotional territories On your side Unlike othersAt your service
- 42. © Hellocomputer
- 49. © Hellocomputer At your service
- 53. © Hellocomputer On your side
- 56. © Hellocomputer
- 57. — © Hellocomputer Nike Audio Guided Runs
- 58. © Hellocomputer
- 61. © Hellocomputer On your side
- 66. © Hellocomputer On your side At your service Unlike the others
- 72. © Hellocomputer Each example delivers on CX requirements in a distinctive way (and gives us something to aim for)
- 73. © Hellocomputer Designing and orchestrating our digital brand ecosystem
- 74. © Hellocomputer An ongoing, synergistic orchestration and optimization of all touchpoint value creation among an enterprise, the people in tis network, the people it seeks to reach and serve, and the societies and cultures in which it exists and has responsibility Brand Steward Network People Culture, Society, broader World Compelling,UnifyingBrand Purpose OrchestratedAcrossAllTouchpoints Social Networks Games IoT PR Website & Apps Product Design Store Design Media Messaging Maximize Context Maximize Substance • Multisensory • Audience • Delivery Mechanism • Environment • Synergy • Relevant + Respectful • Actionable • Valuable & Value- Generating • Exceptional Experience • Shareworthy Stories MaximiseTouchpointValueCreation AlignedObjectivesforshort-termandlong-termImpact Purpose, Authenticity, Trust Building Lives, Aspirations, Communities Positive Relevant, Responsible Analytical, Operational Brilliance Creative, Design Brilliance People All touchpoint value creation model
- 75. © Hellocomputer The new “how” is an infrastructure that captures information from each of the touchpoints both in real time and over time, to provide a comprehensive picture of how touchpoints are working both independently as well as interactively, multi-directionally (with consumers and brand stewards) and virally (earned and social media).
- 76. © Hellocomputer 7. Moving forward
- 77. © Hellocomputer Break down silos • Objective silos • Solution silos • Organizational silos • Inertial silos • Operational silos • Expertise silos • Responsibility and accountability silos • Intelligence silos • Media, channel, touchpoints silos Shift our thinking Who What When Where How Functional divisions Ads Frequency Reach Ad campaigns Cross-silo collaborators Orchestrated touchpoints When needed, wanted, appreciated When needed, wanted, appreciated Initiatives in holistic, dynamic ecosystem Adopt a culture of Adaptive Experimentation III. Exploration into new territories II. Adjacent Growth I. Improvements, extensions, variants and cost reductions Experimentati on Digital Brand Ecosystem / Technology Market CurrentExistin g New Current Existin g New
- 78. © Hellocomputer Any additions to our ecosystem should take into account • how a touchpoint interacts with the ecosystem, • how we design for capturing data, • what technology we tap into for the business
- 79. © Hellocomputer • What are the pillars on which we build our digital brand ecosystem? • How do we take forward Mobility for All and QDR into creating a distinctive digital brand ecosystem & touchpoints? • Where should we aim to build distinctiveness in our digital brand ecosystem?
- 80. © Hellocomputer The availability of relevant data and information, the technology to capture and process it, the focus and guidance from human insights and caring, and the creative sparks to bring it to life through all touchpoints of the product sets the stage for the future of marketing and branding.
- 81. Thank you More human. More like you. © Hellocomputer All rights reserved 164 Katherine Street Sandton - Johannesburg - 2196 - South Africa Hellocomputer is an IPG company
- 82. © Hellocomputer Story & Content Systems & Services Narrative, content, stories about the product or brand Tools used by marketers to deploy, manage and monitor customer touchpoints Touchpoints & Interfaces Data & Models Technologies and platforms through which customers can interact with a brand Data gathered from customer touchpoints and systems to track success, optimisation requirements and power predictive models Brand Expression Brand Operating System Analytical, Operational Brilliance Creative, Design Brilliance
- 83. © Hellocomputer Narrative, content, stories about the product or brand Tools used by marketers to deploy, manage and monitor customer touchpoints Technologies and platforms through which customers can interact with a brand Data gathered from customer touchpoints and systems to track success, optimisation requirements and power predictive models Awareness Consideration Evaluation Purchase Product Exp Advocacy Story & Content Systems & Services Touchpoints & Interfaces Data & Models Brand Expression Brand Operating System Analytical, Operational Brilliance Creative, Design Brilliance
- 84. © Hellocomputer
- 85. © Hellocomputer
Editor's Notes
- Make people want things
- Make things people want How does it make their lives better, even if in some small way? How does it make them smile, inspire them, help them cope, energize, get done more easily what they need to get done? What would advertising look like if it were the product, if people had to buy the ad? In a very real way, digital marketing asks that people buy the ad (by paying with their attention)
- Brand is a perception Brand is emotional Brand is imagined
- All interactions with a brand, from the first time you become aware that it exists to every touchpoint that you encounter along the way of your daily life, there is a net-positive impact. (pg 78) This has lead to this nifty diagram from Wharton on designing your brand for this ecosystem type thinking
- An ongoing, synergistic orchestration and optimization of all touchpoint value creation among an enterprise, the people in tis network, the people it seeks to reach and serve, and the societies and cultures in which it exists and has responsibility Beyond Advertising: Creating Value Through All Customer Touchpoints
- Technology is core to building brand ecosystems
- It is time to think about brands’ ecosystems – the brand’s multiple touchpoints and how they interact with each other, from a digital out-of-home experience to a tablet, from mobile to the store.
- 83% could not link data across consumer touch points. 68% lacked automation, relying instead on manual processes. 78% could not attribute value to their individual touch points with consumers 80% suffered from inadequate cross- functional coordination
- Homogenized experiences and table-stakes technology have created a sea of digital sameness that threatens CMO’s go-to strategy for growth — improving the customer experience. (forrester)
- The cost of non-working technology dollars reaching the same levels of working media budgets is unsustainable. Disproportionate spending leaves CMOs little room to expand creatively and build upon their technology investments. (forrester)
- Technology is core to building brand ecosystems
- Tend to be in the service of people. Great communication ideas act as a bridge between what people are interested in and what you make / sell. They reduce friction. Learning from Design Thinking to remove friction between themselves and people, between what people do now and what they want them to do. Ogilvy example: Hellman’s mayonnaise They’re one of many: Brands need to do lots of things, not one big thing. It’s about placing little bets and is about managing portfolios rather than playing roulette. (Russell Davies): being the brand of new news and seen as having momentum and energy is the best leading indicator of future preference and usage They do rather than say: make communication products, not just communicate a product
- These work across the entire CDJ
- Emotional territory 1: on your side. across customers and prospects in both the retail and banking categories, being on the side of the customer (or prospect) is of singular importance Emotional territory 2: At your service. The second emotional territory that contributes to high- energy brands revolves around experience — both promised and delivered.6 note: This is not about the “what” but about the “how.” Emotional territory 3: Unlike others. Brands that differentiate themselves from a sea of sameness in which competitors tread water are more salient and stand a better chance of being considered
- Started in 1998 for burning man The team has created over 2000 doodles for our homepages around the world.
- Burger king
- DD + waze
- DD + waze
- DD + waze
- Audio Guided Runs lets you run with Nike’s coaches and athletes in a series of guided workouts. Each run is paired with a unique playlist and features guidance from the likes of Mo Farah and Kevin Hart.
- Nike chat coach
- In select locations, NikePlus members can scan barcodes inside each shoe on display, using the Nike app to learn more about any product, discover available sizes and colors, and see real-time inventory online and in-store without having to call upon a store employee. If the shoe is currently in stock, shoppers can request to try on the pair of shoes, and wait in the designated area for a Nike employee to bring the requested shoes within a few minutes. Also mention t-mobile
- Taking the brand into all aspects of the business
- Promise of current technology: The availability of relevant data and information, the technology to capture and process it, the focus and guidance from human insights and caring, and the creative sparks to bring it to life through all touchpoints of the product sets the stage for the future of marketing and branding.
- Going beyond the Big Idea of the traditional ad campaign to something more lasting, more connected to the aligned objectives that draws heavily on all disciplines.
- Solution silos – need [x] vs what problems can we solve Organisational silos – us v them Generational / inertial silos – getting stuck in the way things have always been done Responsibility Intelligence – people v computers Going beyond the Big Idea of the traditional ad campaign to something more lasting, more connected to the aligned objectives that draws heavily on all disciplines.
- These work across the entire CDJ
- These work across the entire CDJ
- deloitte
- These need to work across the entire business