SlideShare a Scribd company logo
1 of 34
Presented by John Oswald
15th November 2011
 Slide 1 © Fjord 2010 | Confidential
Previously,
at Brand Perfect…
Once upon a time, the logo was the
brand…
Customers knew a thing came from you because it had your logo on it.
As products and services evolved, the logo evolved into a visual
style, and later an editorial one as well.




Slide 3 © Fjord 2010 | Confidential
That’s not enough
anymore…
Interactions have become far
more complex, especially
when we move beyond
physical goods.

Consumers can take your
product or service with them                                  Online
to a lot of different places
now.                                                          Brand

Your brand now needs to co-                                   Offline
exist with other brands.

Or live within other brands.

Sometimes there’s not even
anywhere to put your logo!

                                      History of the brand in digital – complexity alert!



Slide 4 © Fjord 2010 | Confidential
That’s not enough
anymore…
Interactions have become far
more complex, especially
when we move beyond
physical goods.
                                                        Multi-channel

Consumers can take your
product or service with them                                  Online
to a lot of different places
now.                                                          Brand

Your brand now needs to co-                                   Offline
exist with other brands.

Or live within other brands.

Sometimes there’s not even
anywhere to put your logo!

                                      History of the brand in digital – complexity alert!



Slide 5 © Fjord 2010 | Confidential
That’s not enough
anymore…
Interactions have become far
more complex, especially                                      Social
when we move beyond
physical goods.
                                                        Multi-channel

Consumers can take your
product or service with them                                  Online
to a lot of different places
now.                                                          Brand

Your brand now needs to co-                                   Offline
exist with other brands.

Or live within other brands.

Sometimes there’s not even
anywhere to put your logo!

                                      History of the brand in digital – complexity alert!



Slide 6 © Fjord 2010 | Confidential
That’s not enough
anymore…
Interactions have become far                            Smart Objects
more complex, especially                                      Social
when we move beyond
physical goods.
                                                        Multi-channel

Consumers can take your
product or service with them                                  Online
to a lot of different places
now.                                                          Brand

Your brand now needs to co-                                   Offline
exist with other brands.

Or live within other brands.

Sometimes there’s not even
anywhere to put your logo!

                                      History of the brand in digital – complexity alert!



Slide 7 © Fjord 2010 | Confidential
That’s not enough
anymore…                                                     Context


Interactions have become far                            Smart Objects
more complex, especially                                      Social
when we move beyond
physical goods.
                                                        Multi-channel

Consumers can take your
product or service with them                                  Online
to a lot of different places
now.                                                          Brand

Your brand now needs to co-                                   Offline
exist with other brands.

Or live within other brands.

Sometimes there’s not even
anywhere to put your logo!

                                      History of the brand in digital – complexity alert!



Slide 8 © Fjord 2010 | Confidential
What this means
(What a brand is now)
The brand still drives
visual recognition…




Slide 10 © Fjord 2010 | Confidential
And editorial tone of
voice…




Slide 11 © Fjord 2010 | Confidential
But now it also designs in behaviours and sets
expectations for performance…
Interactions with Audi, for example, should always be sleek, reliable, responsive and quick.




Slide 12 © Fjord 2010 | Confidential
It even drives which services you
create…




Your brand behaviour and delivery determines what you should do.
For instance, can you imagine Diesel with a Maternity helper app? Probably not. Through recognised behaviour, does your
brand have the permission to do things?



Slide 13 © Fjord 2010 | Confidential
So, what does brand
design look like now?
The Brand Challenge…

                    Broadcast Media                                Digital Media
                      Physical experience                          Liqiud experience



                          {




                                                                      {
           Visual: One-way Largely static             Spatial: Multi-way. Highly interactive
                   Skills, methods & tools                         Skills, methods & tools
                 Defined & Understood                                  Not Defined




Visual
  Visual                                                                                     Behavioural

                                             Scale of harm done V Scale of opportunity

   Slide 15 © Fjord 2010 | Confidential
This doesn’t work any more…
and it wastes stupid amounts of cash




                                                                 ~ Physical
                                                                   ~ Physical
                                            Logo                 ~ Hierarchical
                                                                   ~ Hierarchical
                                                                 ~ Monolithic
                                                                   ~ Monolithic
                                                                 ~ Proscriptive
                                                                   ~ Proscriptive
                                        Colour & Type
                                                                 ~ Un-manageable
                                                                   ~ Un-manageable
                                                                 ~ Un-referenceable
                                                                   ~ Un-referenceable
                                          Channels               ~ Not scalable
                                                                   ~ Not scalable
                                                                 ~ About access point
                                                                   ~ About access point
                       TV       Print   Web    Mobile   Retail




Slide 16 © Fjord 2010 | Confidential
So lets bin it!




                                       Keep Britain tidy!
Slide 17 © Fjord 2010 | Confidential
This is what we need,
we call it Brand DNA




                                       APPEARANCE            BEHAVIOUR




                                              PERFORMANCE




               {           APPEARANCE
                           RECOGNISED
                            ANYWHERE
                                                    {    AUTHENTIC
                                                        BEHAVIOURS
                                                         DELIVERED
                                                                         {     EXPECTED
                                                                             PERFORMANCE
                                                                              GUARANTEED




Slide 18 © Fjord 2010 | Confidential
How’s it done?
Approaching branding in a different way…
The basic concept…
We begin with the defined brand values
Brand values support business goals and attempt to describe the core
characteristics that make the brand uniquely itself

                                       Brand X – “It’s about us”

                                         Curious

                                         Open

                                          Inventive

                                          Purposeful

Slide 20 © Fjord 2010 | Confidential
The brand values are then directly linked to customer
value


                                                     Customer value
These values are about
the company. But how                                 We are always interested in you and looking for
                                       Brand value   better ways of interacting with you
meaningful is this to
customers?                              Curious
                                                     We share our new ideas with you and you can talk
                                        Open         to us anytime
The qualities defined in the
Brand Values should                     Inventive    We are always innovating, which means you can rely
                                                     on us to come up with better ways of doing stuff
directly link to promised               Purposeful
benefits (“Value”) for the
                                                     We always do what we say and this means all our
customer.                                            services are measured and guaranteed to work first time




Brand X - “It’s not about us – it’s about about you”


Slide 21 © Fjord 2010 | Confidential
The customer values are then translated into actionable brand
behaviours that will deliver the benefits
To deliver the customer value, your brand will need to behave in certain ways. This
behaviour can take many shapes across platforms, objects, physical spaces.

Brand X –”It’s not about what we say – it’s about what we do” do”



                                                                                                 Brand Behaviour
                                       Customer value                                            Services              Features           Interactions
                                                                                                 Proactive questions   Customer            Web, CC, Handset
                                       We are always interested in you and looking for better
                                                                                                 at every touchpoint   Intercept System    Self-Help, Customer
     Brand value                       ways of interacting with you
                                                                                                                                           Panel
      Curious
                                       We share our new ideas with you and you can talk to                  Etc…
                                                                                                              Etc…
       Open                            us anytime


       Inventive                       We are always innovating, which means you can rely
                                       on us to come up with better ways of doing stuff
       Purposeful
                                       We always do what we say and this means all our
                                       services are measured and guaranteed to work first time




Slide 22 © Fjord 2010 | Confidential
Where has it worked?
Examples that illustrate it…
Slide 24 © Fjord 2010 | Confidential
Slide 25 © Fjord 2010 | Confidential
Slide 26 © Fjord 2010 | Confidential
Slide 27 © Fjord 2010 | Confidential
Slide 28 © Fjord 2010 | Confidential
Slide 29 © Fjord 2010 | Confidential
Three screen shots from different platforms, illustrating the key areas where Spotify
demonstrates its Brand DNA in the 3 ways we see it




Slide 30 © Fjord 2010 | Confidential
Slide 31 © Fjord 2010 | Confidential
Bringing it all together



                                       APPEARANCE           BEHAVIOUR




                                              PERFORMANCE




Slide 32 © Fjord 2010 | Confidential
Have fun this afternoon!




Slide 33 © Fjord 2010 | Confidential
This presentation was brought to you by:

           Louisa Heinrich
           Scott Ewings
           Steve Graham
           Mike Beeston
           John Oswald
           Dom Quigley
           Brian McLaughlin




Slide 34 © Fjord 2010 | Confidential

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We need to design digital Brand DNA

  • 1. Presented by John Oswald 15th November 2011 Slide 1 © Fjord 2010 | Confidential
  • 3. Once upon a time, the logo was the brand… Customers knew a thing came from you because it had your logo on it. As products and services evolved, the logo evolved into a visual style, and later an editorial one as well. Slide 3 © Fjord 2010 | Confidential
  • 4. That’s not enough anymore… Interactions have become far more complex, especially when we move beyond physical goods. Consumers can take your product or service with them Online to a lot of different places now. Brand Your brand now needs to co- Offline exist with other brands. Or live within other brands. Sometimes there’s not even anywhere to put your logo! History of the brand in digital – complexity alert! Slide 4 © Fjord 2010 | Confidential
  • 5. That’s not enough anymore… Interactions have become far more complex, especially when we move beyond physical goods. Multi-channel Consumers can take your product or service with them Online to a lot of different places now. Brand Your brand now needs to co- Offline exist with other brands. Or live within other brands. Sometimes there’s not even anywhere to put your logo! History of the brand in digital – complexity alert! Slide 5 © Fjord 2010 | Confidential
  • 6. That’s not enough anymore… Interactions have become far more complex, especially Social when we move beyond physical goods. Multi-channel Consumers can take your product or service with them Online to a lot of different places now. Brand Your brand now needs to co- Offline exist with other brands. Or live within other brands. Sometimes there’s not even anywhere to put your logo! History of the brand in digital – complexity alert! Slide 6 © Fjord 2010 | Confidential
  • 7. That’s not enough anymore… Interactions have become far Smart Objects more complex, especially Social when we move beyond physical goods. Multi-channel Consumers can take your product or service with them Online to a lot of different places now. Brand Your brand now needs to co- Offline exist with other brands. Or live within other brands. Sometimes there’s not even anywhere to put your logo! History of the brand in digital – complexity alert! Slide 7 © Fjord 2010 | Confidential
  • 8. That’s not enough anymore… Context Interactions have become far Smart Objects more complex, especially Social when we move beyond physical goods. Multi-channel Consumers can take your product or service with them Online to a lot of different places now. Brand Your brand now needs to co- Offline exist with other brands. Or live within other brands. Sometimes there’s not even anywhere to put your logo! History of the brand in digital – complexity alert! Slide 8 © Fjord 2010 | Confidential
  • 9. What this means (What a brand is now)
  • 10. The brand still drives visual recognition… Slide 10 © Fjord 2010 | Confidential
  • 11. And editorial tone of voice… Slide 11 © Fjord 2010 | Confidential
  • 12. But now it also designs in behaviours and sets expectations for performance… Interactions with Audi, for example, should always be sleek, reliable, responsive and quick. Slide 12 © Fjord 2010 | Confidential
  • 13. It even drives which services you create… Your brand behaviour and delivery determines what you should do. For instance, can you imagine Diesel with a Maternity helper app? Probably not. Through recognised behaviour, does your brand have the permission to do things? Slide 13 © Fjord 2010 | Confidential
  • 14. So, what does brand design look like now?
  • 15. The Brand Challenge… Broadcast Media Digital Media Physical experience Liqiud experience { { Visual: One-way Largely static Spatial: Multi-way. Highly interactive Skills, methods & tools Skills, methods & tools Defined & Understood Not Defined Visual Visual Behavioural Scale of harm done V Scale of opportunity Slide 15 © Fjord 2010 | Confidential
  • 16. This doesn’t work any more… and it wastes stupid amounts of cash ~ Physical ~ Physical Logo ~ Hierarchical ~ Hierarchical ~ Monolithic ~ Monolithic ~ Proscriptive ~ Proscriptive Colour & Type ~ Un-manageable ~ Un-manageable ~ Un-referenceable ~ Un-referenceable Channels ~ Not scalable ~ Not scalable ~ About access point ~ About access point TV Print Web Mobile Retail Slide 16 © Fjord 2010 | Confidential
  • 17. So lets bin it! Keep Britain tidy! Slide 17 © Fjord 2010 | Confidential
  • 18. This is what we need, we call it Brand DNA APPEARANCE BEHAVIOUR PERFORMANCE { APPEARANCE RECOGNISED ANYWHERE { AUTHENTIC BEHAVIOURS DELIVERED { EXPECTED PERFORMANCE GUARANTEED Slide 18 © Fjord 2010 | Confidential
  • 19. How’s it done? Approaching branding in a different way…
  • 20. The basic concept… We begin with the defined brand values Brand values support business goals and attempt to describe the core characteristics that make the brand uniquely itself Brand X – “It’s about us” Curious Open Inventive Purposeful Slide 20 © Fjord 2010 | Confidential
  • 21. The brand values are then directly linked to customer value Customer value These values are about the company. But how We are always interested in you and looking for Brand value better ways of interacting with you meaningful is this to customers? Curious We share our new ideas with you and you can talk Open to us anytime The qualities defined in the Brand Values should Inventive We are always innovating, which means you can rely on us to come up with better ways of doing stuff directly link to promised Purposeful benefits (“Value”) for the We always do what we say and this means all our customer. services are measured and guaranteed to work first time Brand X - “It’s not about us – it’s about about you” Slide 21 © Fjord 2010 | Confidential
  • 22. The customer values are then translated into actionable brand behaviours that will deliver the benefits To deliver the customer value, your brand will need to behave in certain ways. This behaviour can take many shapes across platforms, objects, physical spaces. Brand X –”It’s not about what we say – it’s about what we do” do” Brand Behaviour Customer value Services Features Interactions Proactive questions Customer Web, CC, Handset We are always interested in you and looking for better at every touchpoint Intercept System Self-Help, Customer Brand value ways of interacting with you Panel Curious We share our new ideas with you and you can talk to Etc… Etc… Open us anytime Inventive We are always innovating, which means you can rely on us to come up with better ways of doing stuff Purposeful We always do what we say and this means all our services are measured and guaranteed to work first time Slide 22 © Fjord 2010 | Confidential
  • 23. Where has it worked? Examples that illustrate it…
  • 24. Slide 24 © Fjord 2010 | Confidential
  • 25. Slide 25 © Fjord 2010 | Confidential
  • 26. Slide 26 © Fjord 2010 | Confidential
  • 27. Slide 27 © Fjord 2010 | Confidential
  • 28. Slide 28 © Fjord 2010 | Confidential
  • 29. Slide 29 © Fjord 2010 | Confidential
  • 30. Three screen shots from different platforms, illustrating the key areas where Spotify demonstrates its Brand DNA in the 3 ways we see it Slide 30 © Fjord 2010 | Confidential
  • 31. Slide 31 © Fjord 2010 | Confidential
  • 32. Bringing it all together APPEARANCE BEHAVIOUR PERFORMANCE Slide 32 © Fjord 2010 | Confidential
  • 33. Have fun this afternoon! Slide 33 © Fjord 2010 | Confidential
  • 34. This presentation was brought to you by: Louisa Heinrich Scott Ewings Steve Graham Mike Beeston John Oswald Dom Quigley Brian McLaughlin Slide 34 © Fjord 2010 | Confidential

Editor's Notes

  1. Brands, particularly in an increasingly social digital landscape, sometimes make awkward party guests. The flexibility to engage with users in a manner appropriate to their context is critical
  2. Appearance:-On a basic level, it’s very minimal. The logotype and colours are extremely minimal and consistent and supported by strong use of blue and orange – makes it extremely recognisable. The orange becomes a call to action. Your eye is directed to the copy and the CTA. The logotype performs at a very definitive level – sense of purpose, almost codified into the expected interaction to the site – the arrow reinforces the sense of action on the site.-Also on appearance, it’s a very light grid – not afraid of white space. The amazon brand steps back and simply signposts – offers a narrative, and a journey of purchase and reassurance, even via white space-Visual design translated well – same blueprint, underpinning design rules in mobile / proportions / white spaceOne of the things that Amazon was really early to do is create abbreviated logotypes as well as sub-brand elements that have strong branding themselves (e.g. One click), still anchored in the core visual brand (via the arrows, e.g.). This ability for the logo to morph based on what was most appropriate for its immediate surroundings was/remains pretty f*cking cool IMHO.-
  3. Behaviours:-Because it’s well designed, it’s assured – measured but methodical presentation that surfaces actions at exactly the right movements – makes it a valued experience. This is backed up by:-Well defined process of managing expectations through timely updates, and repeated phrases (e.g. One Click) and Look Inside. Eminently ownable – as close to ‘real’ shopping in the real world that you can get-Transitions well to mobile and encapsulates the core behaviours of the site itself. It allows you toscan a barcode – quick example, when in Toys R Us recently, one of the folks who contributed to this presentation actually scanned a lego item and bought it there and then, while still within the store. The behaviours of the Amazon experience were so powerful that it drove physical purchase behaviour-So the services take from the core proposition what is appropriate for the context (e.g. barcode scanning), that extend the brand experience / promise into mobile in a very trustworthy way-See also iPad – very strong content message, Amazon steps back – all you see is the white space and the instantly recognisable CTAsI think the third and last points here are the most powerful – the whole brand speaks very much to humility, facilitation, helpfulness and reliability. All of the interactions follow this model, and they've (eventually) done a really good job of translating them x platform, ensuring that interactions are prioritised to surface the most critical functions for the context at hand. This has translated directly into sales, even when the user is in a physical retail establishment. Wow.-Performance;-It loads quickly (it’s light) through to the timely delivery of purchases.-And you’re updated continuously, almost to the point of being spammed, but it’s unobtrusive. Each stage is choreographed, there’s a consistent tone of voice that supports the brand message-The whole journey is very vetted – it’s a secure system, even when it comes down to returns-It feels secure – quality of service. It builds on this trust so much that you’re prepared to give it credit card details in return for OneClick ordering-There's also something here about action/response – no matter what you do with Amazon, it confirms/denies/informs/updates. That's core to human security, this feeling that my actions consistently have an impact.
  4. In case you don’t know this one, Ocado is an online grocery retailer in the UK, formerly a joint venture with WaitroseHere, the customer values are surprisingly different to amazon. It’s a similar online retail proposition, but the manner of presentation and the underpinning behaviours are very different.Appearance:Ocado has its heritage in a luxury provider of groceries – the way the site is built, the craftsmanship of the navigation and visuals is very sophisticated – it’s tonally more varied than Amazon. Because it’s dealing with food specifically, the frame of reference / foundation of the brand is very different. Supermarkets traditionally have a strong brand identityIt’s targeted at professionals rather than mass market, foundations for design drivers, e.g. colour choices, and the languageClearly a cost of design that supports the brand – it’s (to use someone else) ‘reassuringly expensive’Always easy access to the search functionalityVery similar visual cues to Amazon – it’s yellowy/orange, whether it’s conscious or not, it’s likely not an accidentVery strong visual feedback which breeds reassurance – you can see your basket, you can see it, and you can see quantitiesCarries well into iPhone / iPad with visuals and similar interactions, but uses the form factors (e.g. highly visual shopping basket)Behaviours:Seems to pander quite well to its constituency, in that the calls to action and the copy are not hugely discount focused, but quietly remind you in a targeted way that there are offers to be hadOne of the key promises is that they’ll bring the shopping bags to your kitchen, not the door. Service ethic – it probably costs them (and you!) more to benefit from this extra service, but it’s the sort of thing that people ordering online groceries particularly appreciate, especially if they’re, let’s by honest, middle class And, they give you a printout which isn’t just a receipt, but it’s also a prioritised ‘use by’ list that you can put up on the fridge and which tells you which products are going to go off within the next couple of daysSite very quickly gets to know you, starts recommending almost instantly, offers you very unobtrusive, but relevant related products, things you might likeVery much acts as a retailer – but one that actually knows you – there are offers that aren’t just pushed, but which are interspersed with targeted stuffThe stuff is delivered in color coded plastic bags – for freezer, for fridge, for store cupboardOn iPad, the look and feel is a bit different – it’s perhaps even more luxurious, you get to see your entire basket (almost supermarket sweep style)Performance;Everything about Ocado is about reassurance and supportDeliveries are hourly (and there’s a pricing differential – some free, some note)Everything is colour coded so you know what’s what and you don’t have the impressions stuff has been thrown into the bagsThe receipt is a personal serviceIt’s a tailored mass market offer – has an element of concierge about itIt’s designed to be a very human service with a personal touch. Where amazon is about pragmatism, Ocado is more reassuring and helpfulIn short, it’s all about attention to detail – across performance, appearance and behaviours
  5. In case you don’t know this one, Ocado is an online grocery retailer in the UK, formerly a joint venture with WaitroseHere, the customer values are surprisingly different to amazon. It’s a similar online retail proposition, but the manner of presentation and the underpinning behaviours are very different.Appearance:Ocado has its heritage in a luxury provider of groceries – the way the site is built, the craftsmanship of the navigation and visuals is very sophisticated – it’s tonally more varied than Amazon. Because it’s dealing with food specifically, the frame of reference / foundation of the brand is very different. Supermarkets traditionally have a strong brand identityIt’s targeted at professionals rather than mass market, foundations for design drivers, e.g. colour choices, and the languageClearly a cost of design that supports the brand – it’s (to use someone else) ‘reassuringly expensive’Always easy access to the search functionalityVery similar visual cues to Amazon – it’s yellowy/orange, whether it’s conscious or not, it’s likely not an accidentVery strong visual feedback which breeds reassurance – you can see your basket, you can see it, and you can see quantitiesCarries well into iPhone / iPad with visuals and similar interactions, but uses the form factors (e.g. highly visual shopping basket)Behaviours:Seems to pander quite well to its constituency, in that the calls to action and the copy are not hugely discount focused, but quietly remind you in a targeted way that there are offers to be hadOne of the key promises is that they’ll bring the shopping bags to your kitchen, not the door. Service ethic – it probably costs them (and you!) more to benefit from this extra service, but it’s the sort of thing that people ordering online groceries particularly appreciate, especially if they’re, let’s by honest, middle class And, they give you a printout which isn’t just a receipt, but it’s also a prioritised ‘use by’ list that you can put up on the fridge and which tells you which products are going to go off within the next couple of daysSite very quickly gets to know you, starts recommending almost instantly, offers you very unobtrusive, but relevant related products, things you might likeVery much acts as a retailer – but one that actually knows you – there are offers that aren’t just pushed, but which are interspersed with targeted stuffThe stuff is delivered in color coded plastic bags – for freezer, for fridge, for store cupboardOn iPad, the look and feel is a bit different – it’s perhaps even more luxurious, you get to see your entire basket (almost supermarket sweep style)Performance;Everything about Ocado is about reassurance and supportDeliveries are hourly (and there’s a pricing differential – some free, some note)Everything is colour coded so you know what’s what and you don’t have the impressions stuff has been thrown into the bagsThe receipt is a personal serviceIt’s a tailored mass market offer – has an element of concierge about itIt’s designed to be a very human service with a personal touch. Where amazon is about pragmatism, Ocado is more reassuring and helpfulIn short, it’s all about attention to detail – across performance, appearance and behaviours
  6. In case you don’t know this one, Ocado is an online grocery retailer in the UK, formerly a joint venture with WaitroseHere, the customer values are surprisingly different to amazon. It’s a similar online retail proposition, but the manner of presentation and the underpinning behaviours are very different.Appearance:Ocado has its heritage in a luxury provider of goods – the way the site is built, the craftsmanship of the navigation and visuals is very sophisticated – it’s tonally more varied than Amazon. Because it’s dealin with food specifically, the frame of reference / foundation of the brand is very different. Supermarkets traditionally have a strong brand identityIt’s targeted at professionals rather than mass market, foundations for design drivers, e.g. colour choices, and the languageClearly a cost of design that supports the brand – it’s (to use someone else) ‘reassuringly expensive’Always easy access to the search functionalityVery similar visual cues to Amazon – it’s yellowy/orange, whether it’s conscious or not, it’s likely not an accidentVery strong visual feedback which breeds reassurance – you can see your basket, you can see it, and you can see quantitiesCarries well into iPhone / iPad with visuals and similar interactions, but uses the form factors (e.g. highly visual shopping basket)Behaviours:Seems to pander quite well to its constituency, in that the calls to action and the copy are not hugely discount focused, but quietly remind you in a targeted way that there are offers to be hadOne of the key promises is that they’ll bring the shopping bags to your kitchen, not the door. Service ethic – it probably costs them (and you!) more to benefit from this extra service, but it’s the sort of thing that people ordering online groceries particularly appreciate, especially if they’re, let’s by honest, middle class And, they give you a printout which isn’t just a receipt, but it’s also a prioritised ‘useby’ list that you can put up on the fridge and which tells you which products are going to go off within the next couple of daysSite very quickly gets to know you, starts recommending almost instantly, offers you very unobtrusive, but relevant related products, things you might likeVery much acts as a retailer – but one that actually knows you – there are offers that aren’t just pushed, but which are interpsersed with targetted stuffThe stuff is delivered in color coded plastic bags – for freezer, for fridge, for store cupboardOn iPad, the look and feel is a bit different – it’s perhaps even more luxurious, you get to see your entire basket (almost supermarket sweep style)Performance;Everything about Ocado is about reassurance and supportDeliveries are hourly (and there’s a pricing differential – some free, some note)Everything is colour coded so you know what’s what and you don’t have the impressions stuff has been thrown into the bagsThe receipt is a personal serviceIt’s a tailored mass market offer – has an element of concierge about itIt’s designed to be a very human service with a personal touch. Where amazon is about pragmatism, Ocado is more reassuring and helpfulIn short, it’s all about attention to detail – across performance, appearance and behaviours
  7. SpotifyBit of a different service this time – purely online music discovery and listening, which in essence has transformed the nature of music consumption. Appearance:Not hugely different to a lot of things, but the brand operates quite differently from the previous two. Some links to Amazon though – the logo, type and the marque is like a mix of WiFi and RSS. Instantly recognizable, and you don’t need the logotypeSpotify exists as a sub brand within other sites, particularly recently with the Facebook tie-up, which takes recognition to new levelsVery light branding, but the overall design of the GUI is strongly reminiscent of older styles of CD players and HIFIs, it’s grey, it has a sort of CD case on it. It falls into line with other content sites, where the album art and posters are rich. It’s unobtrusive, therefore promotes the content This is simply the design philosophy – it’s engaging, it promotes the content over itself. Only a single embossed logo, and a couple of small green areas to attract you to theDoesn’t need to rely on the logotype because it’s a unique propositionBehaviouriPHone – available offline mode. This is how the mobile experience adapts. You can have music locallyWays to get you to pay – it’s almost educational – listen a bit, but you need to pay – 9 hours of listening, 4 plays of the same song. They get you ingrained into listening and then because you’ve invested time, you feel compelled to capitulate, reward yourself.Again, this reinforces the uniqueness of the model – it’s such a good discover mechanism that you almost can’t live without itTie in with physical devices – the Sonos multi room ‘stream all the music on earth’ service – natural brand extension but not one that Spotify themselves have tried to build – it’s an ecosystem play. Naturally tapped into an emerging mode of listeningPerformance;It works – seamless. Everything you want (unless it’s Pink Floyd or Metallica…) is there. This one takes a bit of a back seat, as it’s a whole lot less of a complex business model than the other two
  8. SpotifyBit of a different service this time – purely online music discovery and listening, which in essence has transformed the nature of music consumption. Appearance:Not hugely different to a lot of things, but the brand operates quite differently from the previous two. Some links to Amazon though – the logo, type and the marque is like a mix of WiFi and RSS. Instantly recognizable, and you don’t need the logotypeSpotify exists as a sub brand within other sites, particularly recently with the Facebook tie-up, which takes recognition to new levelsVery light branding, but the overall design of the GUI is strongly reminiscent of older styles of CD players and HIFIs, it’s grey, it has a sort of CD case on it. It falls into line with other content sites, where the album art and posters are rich. It’s unobtrusive, therefore promotes the content This is simply the design philosophy – it’s engaging, it promotes the content over itself. Only a single embossed logo, and a couple of small green areas to attract you to theDoesn’t need to rely on the logotype because it’s a unique propositionBehaviouriPHone – available offline mode. This is how the mobile experience adapts. You can have music locallyWays to get you to pay – it’s almost educational – listen a bit, but you need to pay – 9 hours of listening, 4 plays of the same song. They get you ingrained into listening and then because you’ve invested time, you feel compelled to capitulate, reward yourself.Again, this reinforces the uniqueness of the model – it’s such a good discover mechanism that you almost can’t live without itTie in with physical devices – the Sonos multi room ‘stream all the music on earth’ service – natural brand extension but not one that Spotify themselves have tried to build – it’s an ecosystem play. Naturally tapped into an emerging mode of listeningPerformance;It works – seamless. Everything you want (unless it’s Pink Floyd or Metallica…) is there