USEFUL BRANDS:

PURPOSE, CUSTOMER JOURNEYS AND APIsBYTE / JAN ’ 2 015

2

USEFUL BRANDS

BRAND UTILITY IS

NOT NEW.

SRC : HTTP : / /WWW.EATSNOWORNEVER .COM/MICHEL IN -GU IDE / SRC :HTTP : / /WWW.ANP -ARCHIEF.NL /PAGE /243932 /NL SRC : HTTP : / /WWW.TELEPHONECARDCOLLECTOR .COM

3

USEFUL BRANDS

UTILITY IN

ECONOMICS IS

NOT NEW.

4

USEFUL BRANDS

THIS IS WHAT’S NEW:

A NEW ERA OF

BRAND UTILITY

Not only are 43% of UK online adults ignoring advertising, 93% do not believe that

companies are telling the truth in ads [FIG.1]. Today we see a more astute consumer

savvy to how brands use their personal information. With 87% of consumers not willing

to share their data for better advertising the supply and demand model is broken.

Thinking about advertising in general,

please indicate how strongly you agree

or disagree with each of the following

statements. % respondents who “agreed.”[ FIG .1 ]

L E S S T H A N :

Of consumers trust

adverts or buy products

because of adverts

Base:

2000 UK online

adults

Source:

European

Technographics

Travel, Auto,

Media, And

Marketing

Survey, Q3 2013

W H E N A S K E D :

Consumers are largely

ignoring advertising.

I am aware that companies use information

about me to send me targeted advertising

67

I am aware that companies purchase

and use my personal information

65

I don’t pay any attention to adverts43

When offers are relevant to me, I don’t mind being

contacted by companies directly if I have opted-in37

Adverts are a good way to learn about new products35

I don’t mind receiving adverts from a company

that I like and have purchased from before

28

When offers are relevant to me, I don't mind being contacted

by companies directly even if I have NOT opted-in14

I am willing to share information about my interests

to receive more relevant advertising from companies13

Companies generally tell the truth in adverts7

6

I buy products because of their adverts

10 %

1 . E V O LV I N G AT T I T U D E S

21

5

USEFUL BRANDS

RESEARCH INTERVIEWS ACTIONS

PLAY BOOK

6

USEFUL BRANDS

REDEFINE YOUR BRAND PURPOSE

Play #1

USEFUL BRANDS

7

USEFUL BRANDS

NOT PROFIT OR PURPOSE, BUT PROFIT THROUGH PURPOSE

8

USEFUL BRANDS

9

USEFUL BRANDS

…organize the world’s information and make it universally accessible and useful.

USEFULBRANDS

10

USEFUL BRANDS

…organize the world’s information and make it universally accessible and useful.

USEFULBRANDS

BROAD EXPERIENCE

CLEAR PURPOSE

S E A R C H

G O O G L E W A L L E T

A N D R O I D

N E S T

Y O U T U B E

G O O G L E W E A R

G O O G L E M A P S

G M A I L

11

USEFUL BRANDS

…Build the best product, cause no unnecessary harm, use business to inspire and implement solutions to the environmental crisis.

USEFULBRANDS

USEFUL BRANDS

12

USEFUL BRANDSUSEFUL BRANDS

Build the best product, cause no unnecessary harm…

USEFULBRANDS

use business to inspire & implement solutions to the environmental crisis.

13

USEFUL BRANDS

… accelerate the advent of sustainable transport by bringing compelling mass market electric cars to market as soon as possible.

USEFULBRANDS

14

USEFUL BRANDS

USEFULBRANDS

… accelerate the advent of sustainable transport by bringing compelling mass market electric cars to market as soon as possible.

15

USEFUL BRANDS

FIND OUT WHAT THE

ORGANISATION THINKS

THE BRAND PURPOSE IS

TASKS & QUEST IONS

16

USEFUL BRANDS

TEST YOUR PURPOSE AS A CATALYST FOR

NEW PRODUCTS AND CX

IDEAS.

TASKS & QUEST IONS

17

USEFUL BRANDS

IDENTIFY UTILITY AT THE EDGES OFTHE CUSTOMER JOURNEY

Play #2

USEFUL BRANDS

18

USEFUL BRANDS

19

HTTP : / /WWW.SHMULA .COM/CUSTOMER-JOURNEY-MAP -CONT INUOUS - IMPROVEMENT /10494 /

20

21

USEFUL BRANDS

C A R S H A R E

S C H E M E S D I S R U P T P A T H T O

P U R C H A S E

22

M O V E U T I L I T Y A R O U N D

J O U R N E Y S A N D

C H A N N E L S

23

USEFUL BRANDS

P R O V E N U T I L I T Y

M O V E D T O N E W P L A C E S

24

USEFUL BRANDS

LOG AREAS OF

FRICTION. ARE THEY IN

PLACES YOU CAN

AFFECT?

TASKS & QUEST IONS

25

USEFUL BRANDS

UNDERSTAND HOW

COMPETITORS

INTERCEPT THROUGH

UTILITY.

TASKS & QUEST IONS

26

USEFUL BRANDS

(BUT PLEASE, FOCUS ON REAL IDEAS FOR REAL CUSTOMERS)

USEFUL BRANDS

27

USEFUL BRANDS

A D S D I S G U I S E D

A S P R O D U C T S

28

USEFUL BRANDS

R E A L P R O D U C T S ,

B U T N O R E A L P R O B L E M

29

USEFUL BRANDS

DRIVE UTILITY THROUGH APIs

Play #3

USEFUL BRANDS

30

USEFUL BRANDS

AN API IS A POWERFUL INNOVATION TOOL

USEFUL BRANDS

(NOT AVERAGE PRICE INDEX!)

31

USEFUL BRANDS

BRAND APIs WILL BE MORE IMPORTANT THAN THEIR OWN WEBSITE OR APP IN THE FUTURE

78%

OF BRANDS BELIEVED THAT THEIR

32

USEFUL BRANDS

33

USEFUL BRANDS

S I N C E 2 0 0 2 E V E R Y A M A Z O N

D E P A R T M E N T U T I L I S E S

I N T E R N A L A P I S

N E T F L I X S P L I T T H E I R E N T I R E

I N F R A S T R U C T U R E I N T O A P I S

34

USEFUL BRANDS

U T I L I T Y T H R O U G H U N T A P P E D

A P I s I N E X I S T I N G D E V I C E S

Src: imore.com Src: mac.softpedia.com

35

USEFUL BRANDS

U T I L I T Y T H R O U G H E X I S T I N G A P I s F O R S P E C I F I C S E R V I C E S

36

USEFUL BRANDS

O P E N A P I s T O L A R G E

S E T O F U N K N O W N

D E V E L O P E R S

O P E N A P I s S M A L L S E T O F K N O W N

D E V E L O P E R S

37

USEFUL BRANDS

IDENTIFY THE INTERNAL

TECHNOLOGY HURDLES.

WHAT MIGHT AN API

IMPROVE?

TASKS & QUEST IONS

38

USEFUL BRANDS

UNDERSTAND THE

UTILITY YOU COULD

PULL IN

TASKS & QUEST IONS

39

USEFUL BRANDS

P U R P O S E P E O P L EUSEFUL BRANDS

P L A T F O R M

1. REDEF INE YOUR BRAND PURPOSE 2. IDENT IFY A UT I L ITY TEAM 3. UT I L ITY AT THE EDGES 4. DR IVE UT I L ITY THROUGH AP IS 5. PART IC IPAT ION , NOT JUST PERSONAS 6. SURFACE IDEAS FROM ACROSS THE

ORGANISAT ION 7. DEVELOP A PER IPHERAL V I S ION 8. IDENT IFY UNEXPECTED UT I L ITY AND

NURTURE IT 9. BU I LD USEFUL NETWORKS AND

PARTNERSH IPS 10. ADVERT ISE YOUR UT I L ITY

10 PLAYS TO EXPERIMENT WITH UTILITY

40

USEFUL BRANDS

SUMMARY

We have a book It should be useful You can get a copy;

jacob@383project.com

U S E F U L B R A N D S P L A Y B O O K

@383PROJECT / WWW.383PROJECT.COMBYTE / JAN ’ 2 015