Ana andjelic: Digital playbook for brands (Webdagene 2014)

digital playbook for brands
Webdagene, Oslo, October 16, 2014
ana ana andjelic, andjelic, @andjelicaaa

hello, I am Ana.
ana andjelic, @andjelicaaa

and these are the things that inspire me.
digital
branding
knowledge
networks organizational
innovation
new org forms
org structure
& media
distributed
cognition
actor-network
theory
org
management
media
management
media studies
media
business
technology
studies
social
psychology
cognitive
psychology
economic
design thinking sociology
behavioral
economics

i am here to talk about how digital transforms markets, organizations
and brands.

why is this question relevant?
anaa naan adnjdejelilcic,, @@aannddjejlieclaicaaaaa

Prices are at least one-sixth cheaper than its traditional rivals. AirBnB surpassed industry legacy Hilton Hotels in nights booked. 5th largest hotelier in the world.
Sources: http://www.fastcompany.com/3027107/punk-meet-rock-airbnb-brian-chesky-chip-conley and http://tctechcrunch2011.files.wordpress.com/2013/02/airbnb2.png?w=680&h=298
think airbnb ...

think uber ...

think american express ...

think general electric ...

think citibike ...

digital has become an economic force, ranging from the emerging
businesses to the most established global corporations.

• a new source of economic value
• a marketplace
• a way to expand market share
• a new revenue stream
• fuel for business growth
• a source of competitive advantage
• a new link and/or a disruptive force in a value chain
• all of the above
it has become ...

systems disruption
connecting products and
services to create new value
market focus user focus
transformative value
incremental value
addition
design
making legacy business more
valuable
creating a new market
and/or value chain
human-centered
business solutions
digital playbook for brands

digital playbook for brands is focused on coming up with the new forms
of value exchange that result from the new ways of connecting supply
and demand.

the approach behind this playbook is:
human-centered.
It starts from an unmet need.
context-sensitive.
It builds upon the existing human behavior.
transformative.
It makes this behavior better, more informed, easier, and/or more fun.

1. addition
use digital to add a
marketplace to the core
business offering.

1. addition
use digital to add a service/
community/content around
a product.

2. systems
connect brands’
existing products and
services to create new
value.

resulting value is
created outside of the
company’s traditional
value chain and counts
as a new revenue
source.
2. systems

a brand is going to be
valuable to consumers
if they invest their own
time and resources in it.
3. design

3. design
intimate knowledge of its
consumers lets new
businesses come up with
initiatives that uniquely
respond to consumers
needs.

4. disruption
disruptors’ value chain
is different from the one
that dominates their
industry.

4. disruption
disruptors don’t only
create a better product/
service, but an entire
marketplace.

ok, now what?

“If there is a simple, easy design principle that binds everything together, it’s probably starting
with people.”*
*Bill Moggridge
find new
revenue
opportunities
at each stage
of the
experience.
organize
company
around each
stage of the
experience.
experience
design
make each
stage of the
experience
meet user
needs better.

“Above all else, align with customers. Win when they win. Win only when they win.”*
find new
revenue
opportunities at
each stage of
experience.
organize a
company around
each stage of
experience
make each
stage of
experience
meet user
needs better.
*Amazon Doctrine
experience
design
addition
design
systems
disruption

a few things to think about...

the starting point in your next project:
from: to:
what digital thing should i build? why is this a problem and how
can i use digital to solve it?

create social value AND economic value. it’s not that hard.

be aware of black markets.

think of an underserved demographic. it is also in the market of something.

close the value loop: create, distribute and capture value.

don’t be bogged down by the need to define what business you’re in.

“If you want something new, you have to stop doing
something old.”*
ana andjelic, @andjelicaaa *Peter Drucker

When the world is generous, transparent, sustainable and useful, our
solutions need to be like that, too.

Thank you.
(you can find me on medium, too: https://medium.com/
@andjelicaaa)

Ana andjelic: Digital playbook for brands (Webdagene 2014)

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