Monkeyfy your brand!

Remember that first slide of yours?

Ever tried an iPhone? When you first did, did you have to read the manual? Nope cause Apple builds their stuff for the monkey brain we’re equipped with. It was configured some 65 million years ago and it’s worked more or less worked the same ever since.

We’re living in times where technology is becoming a part of everything we do. We have less and less time to do things. We can choose between millions and millons of brands.

So whatever you produce, whatever your brand does, build your stuff for monkeys!

Here are 10 rules to follow when monkeyfying your brand:

  1. If a kid aged 7 years cant understand how to use your product or service then neither will I.
  2. If something needs to be complex. Make it fun to use.
  3. Bigger type and bigger buttons.
  4. Use common sense when writing copy. I don’t want to spend time figuring out what you mean.
  5. Create stuff we’ve never seen but make sure we know how to use it.
  6. Make sure your marketeers understands the human brain. Neuroscience is the shit!
  7. Don’t rely on customer surveys. Rely on customer behaviour.
  8. If you can’t explain what your product is all about in one sentence then your potential customer will probably not get it either.
  9. Who the hell wants to read an instruction book?
  10. Less is more
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Curiosity. My greatest asset. Born 1971 and Raised in the suburbs of style city Stockholm, creativity was always a part of growing up. With a background as a former snowboard professional (with among others Greger Hagelin from WE and Per Holknekt from Odd Molly as sponsors) and one of the few in the world who nailed a 1440° spin, I started my career on the buyer side. Marketing exclusive golf brands such as Mizuno, King Cobra and Goldwin gave me insight into the demands of advertisers and consumers but foremost the complexity behind how products actually make it into the stores. Always full of ideas, I felt I needed to move on to the creative side of the business. Internet, on the rise in Sweden drew me into the digital revolution already in 1994. In 1998 however I joined Framfab, one of the late 90’s fast-moving companies. As a concept developer and key account manager I parted in creating award winning projects for clients like Vattenfall , Bredbandsbolaget, Nike Europe and Volvo Cars. I also held a position within Framfab Innovation. The incubator of new ideas within Framfab. After Framfab had grown in just two years from 130 employees to 3400, I felt I needed to move to a smaller organization. Abel & Baker - in 2001 the worlds most awarded digital advertising company attracted me. At A&B I tool part in winning the global account for adidas, but I also worked with MTV, Nokia, Toyota, Årets Kock, ICA and the Red Cross. In 2002 I left Abel & Baker to found something of my own - Foreign. Foreign - an ideas creator with focus on the communication of tomorrow - based in Stockholm, Sweden. Foreign quickly grew to 27 employees and was awarded in the Cannes Lions, D&AD, New York Festivals, London International Advertising Awards, Epica, Clio, Cresta and other award shows every year since start up. Foreign launched both digital and integrated global campaigns for BMW Motorrad, MTV, H&M, IKEA, Omega, Beckers, Com Hem, Intersport, Kosta Boda, adidas International and many more. In September 2008 I took the decision to close Foreign down after almost 7 years. I’m now consulting within the same business on my own. Apart from Foreign I’ve also founded and Co-Founded Thru the years, leadership and success has been important, but enjoying life, loyalty and sincerity is what drives me further. I consider my part in motivating adidas to let fairly small Foreign handle adidas global digital World Cup campaigns my proudest moment in business. The birth of my two daughters Ebba & Linn is my proudest moment in life.

  • Michael Sillion

    Great advice!
    And my brother got to my father first and made him buy an Android
    Now he’s asking me questions all the time :P