Adobe – The Product is the Message
Research, Portfolio Management, Brand Strategy, Experience Design. Marketing. – 2 x 3 Week Sprints.
When Adobe moved from Pre-packeged Software to a Cloud Service they moved from a product company to a services company overnight. This change in the Adobe Experience created a new Brand relationship, one where as a service provider they needed to provide continual value rather than honor a single transaction. Adobe asked CCO to undertake two in depth studies to inform the changing nature of the Adobe Brand.
The traditional role of brand marketing is to drive awareness and consideration. But in a more connected and dynamic world where product is paid for and experienced as a service, a customer will consider renewal at any moment in the customer journey.
To build a Dynamic Brand, one must market throughout the customer journey – reward use, inspire additional purchase and promote sharing. As technology gives the ‘user’ more and more power to express their own story through the ‘brand's lens’, companies who have accentuated the level of utility within their marketing gain a competitive advantage. Rather than messaging at consumers, smart companies are inviting customers to be part of an ongoing experience.
Designing product and marketing together is challenging. The processes can often be asynchronous: conceptualized by different people, at different times, with different responsibilities all accountable to different measurements. But as products and services become more connected, messages begin to sit directly next to the product, both in time and context. There’s an opportunity to create brand value by making messages consistent, relevant and valuable to users specific moments within the journey of the product. To show and tell.
CCO benchmarked ten of the most powerful global brands and identified 50 ‘next best practices’– new patterns that could be applied to build a more Dynamic Brand. Aligning product to message, creating deeper engagement, building greater retention, lowering the cost of acquisition. From these Patterns CCO created an experience engine, and corresponding customer journey framework that could be used to validate when and how each pattern could be used throughout the customer journey.
CCO took these insights and applied them to Adobe’s Creative Sync, an unseen cloud based product feature which creates a magical transference of elements across device. Creative Sync is the back bone of the services like Shapes, Brushes and Color that sit on top of creative cloud. Messaging moments within Creative Sync has helped Adobe customers to understand that cloud isn’t just a software purchase tool but a way to better manage creative workflow and because the product is embedded in Mobile interfaces it creates the opportunity to influence customers far beyond Adobes standard channels.
James Lee – Research
Marc Shillum – Brand Strategy