A Brand New Day for Brands: Re-Thinking the Brand Experience

Our talk about the present-day approach to defining, developing and implementing brand experiences, while challenging traditional branding methodologies at WebVisions Barcelona 2015.

Transcript

1. WebVisions Barcelona, NoAA Ilani - Re-thinking the Brand Experience | @noaa_i A Brand New Day 
 For Brands Re-thinking the Brand Experience NoAA Ilani | @noaa_i
2. Brands are able to make a profound impact on our lives. IMAGE: WOODSTOCK
3. Brands inspire us. IMAGE BY NIKE
4. Brands grab our time and attention. IMAGE: WARCRAFT
5. IMAGE : OBAMA LEGO MEME
6. Brands can give us a deep sense of belonging. IMAGE: THEGEASSLORDJOHN
7. Brands can cultivate tribes. IMAGE: REUTERS/CARLOS BARRIA
8. • What is the brand experience? • What happens when brands are or aren’t driven by a core/ brand experience • The brand experience as a primary building block for designing products and services • How to discover and define the brand experience • Ways to implement WebVisions Barcelona, NoAA Ilani - Re-thinking the Brand Experience | @noaa_i
9. IMAGE: SEAN GALLUP/GETTY IMAGES
10. Touch Points of Sheer Magic IMAGE: GETTY IMAGES
11. Brand Loyalists at the launch of iPhone 5S IMAGE: ANDREW BURTON/GETTY IMAGES
12. UX SALON 2015, NoAA Bengiat - Designing the Brand Experience | @noaabengiat IMAGE: ENGADGET
13. UX SALON 2015, NoAA Bengiat - Designing the Brand Experience | @noaabengiat IMAGE: WALLPAPERCRAFT
14. UX SALON 2015, NoAA Bengiat - Designing the Brand Experience | @noaabengiat
15. WebVisions Barcelona, NoAA Ilani - Re-thinking the Brand Experience | @noaa_i
16. UX SALON 2015, NoAA Bengiat - Designing the Brand Experience | @noaabengiat
17. WebVisions Barcelona, NoAA Ilani - Re-thinking the Brand Experience | @noaa_i
18. UX SALON 2015, NoAA Bengiat - Designing the Brand Experience | @noaabengiat
19. WebVisions Barcelona, NoAA Ilani - Re-thinking the Brand Experience | @noaa_i IMAGE: YUGANOV KONSTANTIN
20. WebVisions Barcelona, NoAA Ilani - Re-thinking the Brand Experience | @noaa_i
21. That’s the Power of the Brand Experience WebVisions Barcelona, NoAA Ilani - Re-thinking the Brand Experience | @noaa_i
22. UX SALON 2015, NoAA Ilani Bengiat - Designing the Brand Experience | @noaa_i
23. Everything we do, we believe in challenging the status quo. WebVisions Barcelona, NoAA Ilani - Re-thinking the Brand Experience | @noaa_i
24. Broken experiences and disconnects WebVisions Barcelona, NoAA Ilani - Re-thinking the Brand Experience | @noaa_i
25. There are points in the experience which are make or break WebVisions Barcelona, NoAA Ilani - Re-thinking the Brand Experience | @noaa_i
26. Prioritizing experience touch- points that resonate with the brand experience. WebVisions Barcelona, NoAA Ilani - Re-thinking the Brand Experience | @noaa_i
27. What is the core / brand experience? WebVisions Barcelona, NoAA Ilani - Re-thinking the Brand Experience | @noaa_i
28. Disconnected WebVisions Barcelona, NoAA Ilani - Re-thinking the Brand Experience | @noaa_i
29. WebVisions Barcelona, NoAA Ilani - Re-thinking the Brand Experience | @noaa_i IMAGE: MOBILESYRUP
30. So what’s missing? WebVisions Barcelona, NoAA Ilani - Re-thinking the Brand Experience | @noaa_i
31. Branding is for Madison Avenue, Advertising Celebrities and Design Gurus A Core Intent WebVisions Barcelona, NoAA Ilani - Re-thinking the Brand Experience | @noaa_i
32. Branding is for Madison Avenue, Advertising Celebrities and Design Gurus The Brand Book WebVisions Barcelona, NoAA Ilani - Re-thinking the Brand Experience | @noaa_i
33. Branding is for Madison Avenue, Advertising Celebrities and Design Gurus The Brand Book Logo Composition Color Typography Visual Hierarchy Styleguides Legal Measurements Animations Gestures Social Media WebVisions Barcelona, NoAA Ilani - Re-thinking the Brand Experience | @noaa_i
34. Branding is for Madison Avenue, Advertising Celebrities and Design Gurus Nothing about Experience WebVisions Barcelona, NoAA Ilani - Re-thinking the Brand Experience | @noaa_i
35. Branding is for Advertising Celebrities and Design Gurus WebVisions Barcelona, NoAA Ilani - Re-thinking the Brand Experience | @noaa_i IMAGE: FLAVORWIRE
36. Where do we place the emphasis? Visuals or Experiences? WebVisions Barcelona, NoAA Ilani - Re-thinking the Brand Experience | @noaa_i
37. Design is the rendering of intent - Jared Spool WebVisions Barcelona, NoAA Ilani - Re-thinking the Brand Experience | @noaa_i IMAGE: WEBSTOCK 12
38. UX SALON 2015, NoAA Bengiat - Designing the Brand Experience | @noaabengiat IMAGE: TINDER
39. Google Search Circa 2000 Today WebVisions Barcelona, NoAA Ilani - Re-thinking the Brand Experience | @noaa_i
41. When the Core Stuff is clear, everything around it rings true WebVisions Barcelona, NoAA Ilani - Re-thinking the Brand Experience | @noaa_i
42. WebVisions Barcelona, NoAA Ilani - Re-thinking the Brand Experience | @noaa_i IMAGE: DEZEEN
44. Where do we place the emphasis? Visuals or Experiences? WebVisions Barcelona, NoAA Ilani - Re-thinking the Brand Experience | @noaa_i
45. The brand is the experience of the core intent. WebVisions Barcelona, NoAA Ilani - Re-thinking the Brand Experience | @noaa_i
46. The brand experience is a fundamental building block for crafting products and services WebVisions Barcelona, NoAA Ilani - Re-thinking the Brand Experience | @noaa_i
47. We don’t want to be told what to think- 
 we want to be taught how to think for ourselves. WebVisions Barcelona, NoAA Ilani - Re-thinking the Brand Experience | @noaa_i
48. Distill and communicate the brand experience WebVisions Barcelona, NoAA Ilani - Re-thinking the Brand Experience | @noaa_i
49. UX Designers can do this WebVisions Barcelona, NoAA Ilani - Re-thinking the Brand Experience | @noaa_i
50. UX User Research Practices Business Knowledge Ethnography Design Process Management Interaction Design Information Architecture Social Networks Marketing Storytelling WebVisions Barcelona, NoAA Ilani - Re-thinking the Brand Experience | @noaa_i
51. Lets look at fundamental principles that guide the brand experience design process WebVisions Barcelona, NoAA Ilani - Re-thinking the Brand Experience | @noaa_i
52. COLLABORATION WebVisions Barcelona, NoAA Ilani - Re-thinking the Brand Experience | @noaa_i
53. The Brand Experience can no longer be thought of as something that falls under marketing activities. WebVisions Barcelona, NoAA Ilani - Re-thinking the Brand Experience | @noaa_i
54. Beyond Stakeholders WebVisions Barcelona, NoAA Ilani - Re-thinking the Brand Experience | @noaa_i IMAGE: VOTCHITSEV VIACHESLAV
55. Stakeholders Employees Customers / Users WebVisions Barcelona, NoAA Ilani - Re-thinking the Brand Experience | @noaa_i IMAGE: PETIT WORLD CITIZEN
56. Stakeholders Employees Customers / Users WebVisions Barcelona, NoAA Ilani - Re-thinking the Brand Experience | @noaa_i
57. This is not a linear process WebVisions Barcelona, NoAA Ilani - Re-thinking the Brand Experience | @noaa_i
58. Simon Sinek “Why does your organization exist?” IMAGE: SIMON SINEK
59. Simon Sinek Start with Why
60. why how what The Golden Circle WebVisions Barcelona, NoAA Ilani - Re-thinking the Brand Experience | @noaa_i
61. WHY / CORE EXP PERSONALITY, 
 BEHAVIOR, VOICE PRODUCT - SERVICE WebVisions Barcelona, NoAA Ilani - Re-thinking the Brand Experience | @noaa_i
62. VISION WebVisions Barcelona, NoAA Ilani - Re-thinking the Brand Experience | @noaa_i
63. WebVisions Barcelona, NoAA Ilani - Re-thinking the Brand Experience | @noaa_i IMAGE: TOMS
64. WebVisions Barcelona, NoAA Ilani - Re-thinking the Brand Experience | @noaa_i IMAGE: TOMS
65. WebVisions Barcelona, NoAA Ilani - Re-thinking the Brand Experience | @noaa_i IMAGE: TOMS
66. companies with a core intent have a more clearly defined purpose IMAGE: TOMS
67. Stakeholders Employees Customers / Users WebVisions Barcelona, NoAA Ilani - Re-thinking the Brand Experience | @noaa_i
68. Understand how they experience the brand. WebVisions Barcelona, NoAA Ilani - Re-thinking the Brand Experience | @noaa_i
69. workshops that build empathy among peers who usually don’t collaborate. WebVisions Barcelona, NoAA Ilani - Re-thinking the Brand Experience | @noaa_i
70. Stakeholders Employees Customers / Users WebVisions Barcelona, NoAA Ilani - Re-thinking the Brand Experience | @noaa_i
71. CONTEXT EXPECTATIONS GOALS WebVisions Barcelona, NoAA Ilani - Re-thinking the Brand Experience | @noaa_i
72. People are driven by experiences. WebVisions Barcelona, NoAA Ilani - Re-thinking the Brand Experience | @noaa_i IMAGE: TOMS
73. Relationships WebVisions Barcelona, NoAA Ilani - Re-thinking the Brand Experience | @noaa_i IMAGE: AYLIN LEVENT
74. Know Thyself WebVisions Barcelona, NoAA Ilani - Re-thinking the Brand Experience | @noaa_i
75. You can’t fake a core intent WebVisions Barcelona, NoAA Ilani - Re-thinking the Brand Experience | @noaa_i IMAGE: THEODORE RITZ, BUSINESS INSIDER IMAGE: THEODORE RITZ, BUSINESS INSIDER
76. Build a shared understanding WebVisions Barcelona, NoAA Ilani - Re-thinking the Brand Experience | @noaa_i
77. It’s time to start a conversation WebVisions Barcelona, NoAA Ilani - Re-thinking the Brand Experience | @noaa_i
78. The Brand Experience is a Mindset WebVisions Barcelona, NoAA Ilani - Re-thinking the Brand Experience | @noaa_i
79. Instantly joining a conversation, discussing ideas, sharing content WebVisions Barcelona, NoAA Ilani - Re-thinking the Brand Experience | @noaa_i
80. Implement the brand experience, spark a conversation, infuse the mindset WebVisions Barcelona, NoAA Ilani - Re-thinking the Brand Experience | @noaa_i
81. DESCRIPTIVE NOT PRESCRIPTIVE WebVisions Barcelona, NoAA Ilani - Re-thinking the Brand Experience | @noaa_i
82. The Brand Experience serves as a primer to inform product and service designs WebVisions Barcelona, NoAA Ilani - Re-thinking the Brand Experience | @noaa_i
83. The power to unleash the full potential of the brand through product design WebVisions Barcelona, NoAA Ilani - Re-thinking the Brand Experience | @noaa_i
84. It’s time to define the brand’s core intent. To start thinking of the brand as an experience WebVisions Barcelona, NoAA Ilani - Re-thinking the Brand Experience | @noaa_i
85. A Brand New Day for the Brand WebVisions Barcelona, NoAA Ilani - Re-thinking the Brand Experience | @noaa_i
86. Become an agent of change WebVisions Barcelona, NoAA Ilani - Re-thinking the Brand Experience | @noaa_i
87. Thank You! @noaa_i