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PICTURE: NASA
MANY > ONE
DATE: 29/04/2015
HOST: SQUARED
LOC: LONDON
LAT: 51.5207°
LONG: 0.1345°
PRES: JOHN V WILLSHIRE
TW: @WILLSH
WEB: SMITHERY.CO
A fanfare for the
common brand
Hello, what do you do?
Many > One - A Fanfare For The Common Brand
Many > One - A Fanfare For The Common Brand
‘Smithery’ is an
easy metaphor
to get lost in…
“Blacksmiths are
unique in that
they make their
own tools…”
Dan Dennett
We make tools
PEOPLE (n x m)
THINGS(ixd)
Tools for thinking
DESIGN
PROTOTYPE CULTURE
STRATEGY
PEOPLE (n x m)
THINGS(ixd)
Tools for thinking
PEOPLE (n x m)
THINGS(ixd)
Tools for thinking
LOW
MEDIUM
HIGH
PEOPLE (n x m)
THINGS(ixd)
Tools for thinking
Tools for making
Tools for making
Tools for making
“You have to
start by acquiring
tools, or making
them yourself”
Dan Dennett
Acquire?
Acquire
from
core
principles
Acquire
from
new
theories
Acquire
from
copying
others
Something
fascinating
unites these
three books…
6 models 20 papers 50 strategies
The future for
brands is found in
many ideas
What did it mean to be
a ‘common brand’?
a
badge
of
origin
a promise
of performance
transformation
of experience
value of
reassurance
Brands were built for…
…consistency
So what’s this about?
The internet.
Many > One - A Fanfare For The Common Brand
It seems passé today to speak of “the Internet
revolution.” In some academic circles, it is
positively naïve.
It seems passé today to speak of “the Internet
revolution.” In some academic circles, it is
positively naïve.
But it should not be.
It seems passé today to speak of “the Internet
revolution.” In some academic circles, it is
positively naïve.
But it should not be.
The change brought about by the networked
information environment is deep. It is structural.
It seems passé today to speak of “the Internet
revolution.” In some academic circles, it is
positively naïve.
But it should not be.
The change brought about by the networked
information environment is deep. It is structural.
It goes to the very foundations of how liberal
markets and liberal democracies have
coevolved for almost two centuries.
It seems passé today to speak of “the Internet
revolution.” In some academic circles, it is
positively naïve.
But it should not be.
The change brought about by the networked
information environment is deep. It is structural.
It goes to the very foundations of how liberal
markets and liberal democracies have
coevolved for almost two centuries.
Yochai Benkler, 2006
We should not be surprised
that navigating this is hard.
I asked
an expert
what the
internet
was like…
How big is
the internet?
“As big as the world”
What does the
internet feel like?
“It’s very smooth”
What shape is
the internet?
“It’s square,
so it can fit
through
squares.”
How much does the
internet weigh?
“About thirty to forty birds.”
Which birds?
“Robins.”
What does the
internet sound like?
“Like lots and lots of
different voices”
Spot on, wee man.
MANY > ONE
MANY > ONE
is how the
internet works
Many > One - A Fanfare For The Common Brand
“Listening carefully
produces conversations
of two sorts...
the dialectic
and the dialogic”
Richard Sennett, Together
What the f***?
Dialectic
“The interaction
and resolution
between multiple
ideas”
GWF Hegel
Richard Sennett
Dialectic wants consensus
A b C D E F G H
Dialectic wants consensus
A b C D E F G H
bA CD Fe Ge
C ADb GADf
C ADb ADfg
No matter how
good that
consensus is…
Dialogic
“A discussion that
does not resolve
itself by finding
common ground...”
Bahktin
Richard Sennett
“People become
more aware of
their own views
and expand their
understanding of
one another”
Richard Sennett
Ideologies coexist
A
b
C
D
E
F
G H
They constantly
interact and inform
each other
A
b
C
D
E
F
G H
Each ideology can
hold more salience
in certain
circumstances
A
b
C
D
E
F
G H
Changes can be
made if a strategy
does not have the
desired effect
A
b
C
D
E
F
G H
This might not just apply to
“conversation”
This interplay of
ideas is very
reminiscent of
the internet
It doesn’t look like
the way we model
brands
How we think
about models is
important…
“We shape our buildings, and
afterwards our buildings shape us”
- Churchill
We shape our models, and
afterwards our models shape us
It’s not this simple.
Brands today
are more like
BitTorrents
MANY > ONE
Many > One - A Fanfare For The Common Brand
Many > One - A Fanfare For The Common Brand
I would ask that you keep this simple thing in
mind...
Where does this
leave ‘brands’?
I don’t care what it
was designed to do.
I care about what it
can do.
Customers
Makers
Products
A common brand is found where
meaning is made together
A common brand is where many
things are right, not just one
A common brand is where many
things are right, not just one
WHAT’S THIS
FOR?
IT’S A NEW
THING WE’VE
MADE
SO, WHAT
DOES IT
DO?
WE’VE
CHANGED THE
MOTOR
WHAT’S THIS
FOR?
WHAT’S THIS
FOR?
IT’S A NEW
THING WE’VE
MADE
This is a
structural
issue.
Let’s think
about
restructuring
our brand
toolkit
A common brand
is about the
stories of people
and things
Many people > one audience
PEOPLE
Surface Area
“What matters is not so much size but
the distance between individual
employees and their customers.”
Dr Arno Penzias
“A NEVER-ENDING
STREAM OF
APOLOGETIC
ANSWERS TO
CUSTOMER
COMPLAINTS,
PUNCTUATED BY THE
ODD, HOPEFUL
BRAND MESSAGE
FROM CENTRAL
MARKETING.”
ASBURY & ASBURY
HTTP://ASBURYANDASBURY.TYPEPAD.COM/BLOG/2015/02/CONVERSATION-MY-ARSE.HTML -
HUGH MACLEOD AKA @GAPINGVOID
BRANDS ARE GROOT
Many > One - A Fanfare For The Common Brand
Brands start
deep inside
a company
Many > One - A Fanfare For The Common Brand
Many > One - A Fanfare For The Common Brand
…right to
the outside
GDS user research guide
HTTPS://WWW.GOV.UK/SERVICE-MANUAL/USER-CENTRED-DESIGN/USER-RESEARCH
GDS user research guide
HTTPS://WWW.GOV.UK/SERVICE-MANUAL/USER-CENTRED-DESIGN/USER-RESEARCH
1.LOOK HOW
EARLY THE
PRODUCT IS
LIVE
GDS user research guide
HTTPS://WWW.GOV.UK/SERVICE-MANUAL/USER-CENTRED-DESIGN/USER-RESEARCH
1.LOOK HOW
EARLY THE
PRODUCT IS
LIVE
2.LOOK HOW
MUCH
REFINEMENT
RESEARCH
COMES
AFTER
LAUNCH…
Agency research guide*
LAUNCHSOME
TGIHUNCH
4 GROUPS
*NOT REALLY**
**BUT NEARLY
Many > One - A Fanfare For The Common Brand
• Create inner belief
• Create inner belief
• Spread the word
• Create inner belief
• Spread the word
• Build relationships
• Create inner belief
• Spread the word
• Build relationships
• Create community spaces
• Create inner belief
• Spread the word
• Build relationships
• Create community spaces
• Allow messages to travel
Having lots
of people in
a company
makes it
easy...
Owning lots of shallow
brands makes it hard
Consolidation is rife
“Buy one brand, get one free”
We see faceless organisations
now trying to be ‘people’
Unilever: Sustainable Living Plan
Many layers > one machine
THINGS
Complicated needs expertise
Complex needs effort
“It’s not complicated,
It’s just hard”
RUSSELL DAVIES, GDS,
QUOTING MICHAEL SLABY
PIC: @LEXIE_BROWN
Make all the
Youtube
channels
people
actually want.
It’s not
complicated,
Just Hard.
With the right
mechanic,
complexity
becomes
amazingly
compelling...
Many > One - A Fanfare For The Common Brand
“Yay, it
works!”
Many > One - A Fanfare For The Common Brand
Many > One - A Fanfare For The Common Brand
Simple
idea, but
complex to
execute…
One million
requests in just
four days
This used to be a car dealer
Now it’s a petrol station
The first time I used it…
…was with a friend
Many truths > one lie
STORIES
Many > One - A Fanfare For The Common Brand
Modern economics:
The value of a thing is
determined by what one
is willing to give up to
obtain the thing
The Labour Theory of Value
The value of something
is determined by the
labour that went
into its production
Perhaps there’s a
Labour Theory of Brand Value?
Field Notes
£3.33
PER PAD
£0.99
PER PAD
“Marketing is
world building.
With unlimited
bandwidth we
can now show
you the world.”
@tobybarnes
“Marketing is
world building.
With unlimited
bandwidth we
can now show
you the world.”
@tobybarnes
Many > One - A Fanfare For The Common Brand
Labour
Theory
of Brand Value
You have to make everything with the
infinite canvas of the internet in mind
We’d rather buy this world...
…more
than
this
world
Brands often
find this hard
because of
their hollow
factory
Two opposite
forces of
innovation
Make product
very efficiently
Make product
very efficiently
Make marketing
as interesting
as possible
“Creating astounding
products is their main
obsession. There is always
something new to say.”
Jim Carroll, BBH
on how Tech companies build brands
“let’s make up a wacky
town where they make
cider in an interesting way”
Why not just make cider
in an interesting way?
A common brand
is about the
stories of people
and things
A common brand is
like lots and lots of
different voices
PEOPLE (n x m)
THINGS(ixd)
Starting points for a common brand
PEOPLE (n x m)
THINGS(ixd)
Starting points for a common brand
How good is the
product? Really?
REALLY?
PEOPLE (n x m)
THINGS(ixd)
Starting points for a common brand
How good is the
product? Really?
REALLY?
Is this the start
of a journey of
discovery?
PEOPLE (n x m)
THINGS(ixd)
Starting points for a common brand
How good is the
product? Really?
REALLY?
Is this the start
of a journey of
discovery?
Is it about a
remarkable group
of people?
PEOPLE (n x m)
THINGS(ixd)
Starting points for a common brand
How good is the
product? Really?
REALLY?
Is this the start
of a journey of
discovery?
Is it about a
remarkable group
of people?
Does this change
the world? Do you
believe?
PICTURE: NASA
MANY > ONE
DATE: 29/04/2015
HOST: SQUARED
LOC: LONDON
LAT: 51.5207°
LONG: 0.1345°
PRES: JOHN V WILLSHIRE
TW: @WILLSH
WEB: SMITHERY.CO
Thank you

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