Digital Playbook for Brands

transcript

ana andjelic, @andjelicaaa

digital playbook for brandsWebdagene, Oslo, October 16, 2014

hello, I am Ana.

and these are the things that inspire me.

digital branding

knowledge networks organizational

innovation

new org formsorg structure

& media

distributed cognition

actor-network theory

org management

media management

media studies

media business

social psychology

cognitive psychology

technology studies

economic sociologydesign thinking

behavioral economics

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

why is this question relevant?

ana andjelic, @andjelicaaaana andjelic, @andjelicaaa

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

AirBnB surpassed industry legacy Hilton Hotels in nights booked. 5th largest hotelier in the world.Prices are at least one-sixth cheaper than its traditional rivals.

think airbnb ...

ana andjelic, @andjelicaaaana andjelic, @andjelicaaa

think uber ...

think american express ...

think general electric ...

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 ...

market focus user focus

incremental value

transformative value

addition

systems disruption

design

making legacy business more valuable

connecting products and services to create new value

creating a new market and/or value chain

human-centered business solutions

digital playbook for brands

1. addition

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

2. systems

the future of product value resides in the service designed around it.

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.

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.

make each stage of the experience meet user

needs better.

experience design

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.

“Above all else, align with customers. Win when they win. Win only when they win.”*

*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.”*

*Peter Druckerana andjelic, @andjelicaaa

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: https://medium.com/@andjelicaaa)

Digital Playbook for Brands

Marketing