Skip to 0 minutes and 2 secondsThis presentation is about 21st century brands.
Skip to 0 minutes and 9 secondsAnd in the last 15 years, a new generation of brand has emerged starting with Amazon, and following through from there dozens of actually really big new brands that play a huge role in our lives.
Skip to 0 minutes and 28 secondsAnd our view is that many of these big brands function differently from their 20th century forebearers. They don't necessarily guarantee quality like brand version two. Not all films on YouTube are good. They don't usually promise pleasure like brand version three and much more functional than that. And they don't in any emotional sense invite belonging like brand version four. They actually enable people to do things. They are more like platforms for action.
Skip to 1 minute and 5 secondsSo that's a reminder of our five versions. The 21st century brand is down at the bottom of that chart-- enabling action.
Skip to 1 minute and 14 secondsSo how do they work? They're targeted not at traditional consumers but at participaters-- people who will do things. They enable them to do something they couldn't do before. And they have a strong role in people's lives, but only as long as they fulfil that role and fulfil that role better than any competitor.
Skip to 1 minute and 40 secondsAnd they are designed not to get people to buy into something but to get people to try something and keep using it and then spread the word. A memorable name is really important, which is why they nearly always have these short and often rather strange names. But mostly the success of the brand depends on the quality of the user's experience.
Skip to 2 minutes and 4 secondsAnd if all of that happens, then what they create is massive network effects. The more people who use them, the more people join. And actually that can lead to quasi monopolies.
Skip to 2 minutes and 22 secondsSo defining a version five brand is different form a version three brand, which is about proposition and personality. The version four brand, which is about those two things plus purpose. A version five brand absolutely is about purpose. But instead of proposition, it's more about what's it's role in people's lives. And instead of personality it's more about experience principles. What is that user experience like?
Skip to 2 minutes and 50 secondsSo there's an example of a version five brand we've talked about a bit on this course-- Skype. A purpose, a role, and three experience principles.
Skip to 3 minutes and 6 secondsDesigning a version five brand is fundamentally about designing the user experience. Logos play a role, but the action icons that you see on your screen are more important. They're not necessarily always about tight consistency, more about creating recognisable patterns over time. And they're less about marking ownership. They're more about actually sharing with collaborators and users.
Skip to 3 minutes and 34 secondsSo here's some examples of brands that are recognised by their icons. The Like symbol for Facebook. The camera for Skype. The map pin for Google.
Skip to 3 minutes and 48 secondsHere's an article about the importance of creating patterns in branding. And Google is a famous example of a brand that likes to fiddle around with it's logo from time to time but make sure that there is a consistent pattern across everything it does. And it's currently working hard to increase actually that level of coherence. And then, finally, version five brands are often shared by many. Android is perhaps in some ways the biggest brand in the world at the moment. But it doesn't really belong to anyone. It's shared among dozens of handset and tablet manufacturers.
21st century brands
Many of the biggest brands today are only a few years old - they’re the children of a new century, and they behave in different ways from traditional brands. This slideshow analyses this phenomenon. How far do you agree with this analysis?