Antiplatform: Creating Effective Brand Experiences

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ANTIPLATFORMCREATING EFFECTIVE BRAND EXPERIENCES

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Thursday, April 18, 13


ANTIPLATFORM

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ANTIPLATFORM

A BRAND“...the promise, the big idea, and the expectations that reside inside each customer’s mind about a product, service, or company. A brand is shorthand. It stands for something.”

- Alina Wheeler Designing Brand Identity (2006)

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ANTIPLATFORM

A BRAND

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ANTIPLATFORM

A BRAND

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...is not a logo



ANTIPLATFORM

A BRAND

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...is not a logo ...is not a tagline

Think Different.



ANTIPLATFORM

A BRAND

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...is not a logo ...is not a tagline ...is not a product

Think Different.


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BRANDING EVOLUTION

ANTIPLATFORM

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Features“What is is”

Benefits“What it does”

Experience“What you feel”

Identification“Who you are”

1900

1925

1950

2000



BRANDING EVOLUTION

ANTIPLATFORM

‣ Messages‣ Static‣ Saying‣ Look & Feel‣ Posing‣ Simplicity

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‣ Conversations‣ Dynamic‣ Doing‣ Experience‣ Authenticity‣ Complexity



engagement

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2013



The belief that people learn most effectively by doing things rather than sitting and listening.

SEYMOUR PAPERT

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ENGAGEMENT PRE-REQ

ANTIPLATFORM

‣ Differentiation‣ Consistency‣ Voice‣ Innovation

‣ All backed by a truly exceptional and integral product offering

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ENGAGEMENT IS NOT

ANTIPLATFORM

‣ Activity‣ Conversation‣ Likes‣ Follows

‣ Tweets‣ Comments‣ +1’s‣ Posts, Hits, CTR, etc.

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ENGAGEMENT (n): Creating windows of enhanced attention

to influence behavior & motivations

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BUT WHY ALL THIS CRAP? ENGAGEMENT creates the opportunity for

BRAND SALIENCE – A brand’s propensity to be noticed or come to mind in buying situations by increasing the quanitity & quality of memory structures buyers hold

about your brand.

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AND HOW? Brand Salience = (engagement)(value exchange)

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WHAT IS YOUR BRAND HERE FOR? HOW CAN IT HELP?

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have a pointof view

On the world. On culture. On people.Not just a position in a category.



understand what your

segments want

Don’t just take your benefits and apply them to segments. Take what they demand, and see what

fits. If it doesn’t fit, move on. Don’t force it.



the future isn’t messaging

The future is in ideas that solve business problems in a CULTURALLY POSITIVE WAY.



in the wild

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ANTIPLATFORM

ENGAGEMENT: 1,500 Exclusive Nike Mags were

auctioned on ebay. All proceeds went to benefit

the Michael J. Fox Foundation - including a

$50m match from Sergey Brin.

Highest winning bid: $9,959.00 (10)

Lowest winning bid: $2,300.00 (7)

TOTAL RAISED: $5,695,190.53 (x2)

NIKE MAG AUCTION

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ANTIPLATFORM

NIKE MAG AUCTION

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VALUE EXCHANGE: Connect snearheads, Back

to the Future fans, and the Parkinson’s

community to relive their youthful hopes and

raise money for Parkinson’s research.

BRAND SALIENCY: Scarcity value of the

product and a CSR brand boost increases

saliency outside the core sports territory.

Justifies a ridiculous price premium in a

recessionary market.



Nike (2000) We want to inspire you to victory.

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Nike (2000) We want to inspire you to victory.

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Nike (2012-present) We give you the power to be victorious.







THEY SHOULD BE SCARED:Too Predictable = No Surprise

No Surprise = Nothing NewNothing New = No Value

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BRANDING EVOLUTION

ANTIPLATFORM

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Features“What is is”

Benefits“What it does”

Experience“What you feel”

Identification“Who you are”

1900

1925

1950

2000



engagement

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2013



ANTIPLATFORM

The Brand Gap by Marty Neumeier

Designing Brand Identity by Alina Wheeler

Return on Engagement by Tim Frick

Brand Sense by Martin Lindström

Worldmade Series by JWT

FURTHER READING

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Technology

Antiplatform: Creating Effective Brand Experiences