ana andjelic, @andjelicaaa

digital playbook for brandsWebdagene, Oslo, October 16, 2014

ana andjelic, @andjelicaaa

hello, I am Ana.

ana andjelic, @andjelicaaa

and these are the things that inspire me.

ana andjelic, @andjelicaaa

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

ana andjelic, @andjelicaaa

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.

ana andjelic, @andjelicaaa

think airbnb ...

ana andjelic, @andjelicaaaana andjelic, @andjelicaaa

think uber ...

think american express ...

ana andjelic, @andjelicaaa

think general electric ...

ana andjelic, @andjelicaaa

think citibike ...

ana andjelic, @andjelicaaa

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

ana andjelic, @andjelicaaa

• 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

ana andjelic, @andjelicaaa

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

ana andjelic, @andjelicaaa

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.

ana andjelic, @andjelicaaa

1. addition

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

ana andjelic, @andjelicaaa

2. systems

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

ana andjelic, @andjelicaaa

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

ana andjelic, @andjelicaaa

2. systems

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

ana andjelic, @andjelicaaa

3. design

3. design

ana andjelic, @andjelicaaa

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

ana andjelic, @andjelicaaa

4. disruption

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

ana andjelic, @andjelicaaa

4. disruption

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

ok, now what?

ana andjelic, @andjelicaaa

“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

ana andjelic, @andjelicaaa

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...

ana andjelic, @andjelicaaa

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?

ana andjelic, @andjelicaaa

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

ana andjelic, @andjelicaaa

be aware of black markets.

ana andjelic, @andjelicaaa

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

ana andjelic, @andjelicaaa

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

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

ana andjelic, @andjelicaaa

“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.

ana andjelic, @andjelicaaa

Thank you.

ana andjelic, @andjelicaaa

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