Upgrade to Pro — share decks privately, control downloads, hide ads and more …

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

Noaa Ilani
July 04, 2015

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.

Noaa Ilani

July 04, 2015
Tweet

More Decks by Noaa Ilani

Other Decks in Design

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. • 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
  3. That’s the Power of the Brand Experience WebVisions Barcelona, NoAA

    Ilani - Re-thinking the Brand Experience | @noaa_i
  4. Everything we do, we believe in challenging the status quo.

    WebVisions Barcelona, NoAA Ilani - Re-thinking the Brand Experience | @noaa_i
  5. There are points in the experience which are make or

    break WebVisions Barcelona, NoAA Ilani - Re-thinking the Brand Experience | @noaa_i
  6. Prioritizing experience touch- points that resonate with the brand experience.

    WebVisions Barcelona, NoAA Ilani - Re-thinking the Brand Experience | @noaa_i
  7. What is the core / brand experience? WebVisions Barcelona, NoAA

    Ilani - Re-thinking the Brand Experience | @noaa_i
  8. Branding is for Madison Avenue, Advertising Celebrities and Design Gurus

    A Core Intent WebVisions Barcelona, NoAA Ilani - Re-thinking the Brand Experience | @noaa_i
  9. Branding is for Madison Avenue, Advertising Celebrities and Design Gurus

    The Brand Book WebVisions Barcelona, NoAA Ilani - Re-thinking the Brand Experience | @noaa_i
  10. 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
  11. Branding is for Madison Avenue, Advertising Celebrities and Design Gurus

    Nothing about Experience WebVisions Barcelona, NoAA Ilani - Re-thinking the Brand Experience | @noaa_i
  12. Branding is for Advertising Celebrities and Design Gurus WebVisions Barcelona,

    NoAA Ilani - Re-thinking the Brand Experience | @noaa_i IMAGE: FLAVORWIRE
  13. Where do we place the emphasis? Visuals or Experiences? WebVisions

    Barcelona, NoAA Ilani - Re-thinking the Brand Experience | @noaa_i
  14. Design is the rendering of intent - Jared Spool WebVisions

    Barcelona, NoAA Ilani - Re-thinking the Brand Experience | @noaa_i IMAGE: WEBSTOCK 12
  15. Google Search Circa 2000 Today WebVisions Barcelona, NoAA Ilani -

    Re-thinking the Brand Experience | @noaa_i
  16. When the Core Stuff is clear, everything around it rings

    true WebVisions Barcelona, NoAA Ilani - Re-thinking the Brand Experience | @noaa_i
  17. Where do we place the emphasis? Visuals or Experiences? WebVisions

    Barcelona, NoAA Ilani - Re-thinking the Brand Experience | @noaa_i
  18. The brand is the experience of the core intent. WebVisions

    Barcelona, NoAA Ilani - Re-thinking the Brand Experience | @noaa_i
  19. The brand experience is a fundamental building block for crafting

    products and services WebVisions Barcelona, NoAA Ilani - Re-thinking the Brand Experience | @noaa_i
  20. 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
  21. UX Designers can do this WebVisions Barcelona, NoAA Ilani -

    Re-thinking the Brand Experience | @noaa_i
  22. 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
  23. Lets look at fundamental principles that guide the brand experience

    design process WebVisions Barcelona, NoAA Ilani - Re-thinking the Brand Experience | @noaa_i
  24. 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
  25. Beyond Stakeholders WebVisions Barcelona, NoAA Ilani - Re-thinking the Brand

    Experience | @noaa_i IMAGE: VOTCHITSEV VIACHESLAV
  26. Stakeholders Employees Customers / Users WebVisions Barcelona, NoAA Ilani -

    Re-thinking the Brand Experience | @noaa_i IMAGE: PETIT WORLD CITIZEN
  27. This is not a linear process WebVisions Barcelona, NoAA Ilani

    - Re-thinking the Brand Experience | @noaa_i
  28. why how what The Golden Circle WebVisions Barcelona, NoAA Ilani

    - Re-thinking the Brand Experience | @noaa_i
  29. WHY / CORE EXP PERSONALITY, 
 BEHAVIOR, VOICE PRODUCT -

    SERVICE WebVisions Barcelona, NoAA Ilani - Re-thinking the Brand Experience | @noaa_i
  30. workshops that build empathy among peers who usually don’t collaborate.

    WebVisions Barcelona, NoAA Ilani - Re-thinking the Brand Experience | @noaa_i
  31. People are driven by experiences. WebVisions Barcelona, NoAA Ilani -

    Re-thinking the Brand Experience | @noaa_i IMAGE: TOMS
  32. 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
  33. It’s time to start a conversation WebVisions Barcelona, NoAA Ilani

    - Re-thinking the Brand Experience | @noaa_i
  34. The Brand Experience is a Mindset WebVisions Barcelona, NoAA Ilani

    - Re-thinking the Brand Experience | @noaa_i
  35. Implement the brand experience, spark a conversation, infuse the mindset

    WebVisions Barcelona, NoAA Ilani - Re-thinking the Brand Experience | @noaa_i
  36. The Brand Experience serves as a primer to inform product

    and service designs WebVisions Barcelona, NoAA Ilani - Re-thinking the Brand Experience | @noaa_i
  37. The power to unleash the full potential of the brand

    through product design WebVisions Barcelona, NoAA Ilani - Re-thinking the Brand Experience | @noaa_i
  38. 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
  39. A Brand New Day for the Brand WebVisions Barcelona, NoAA

    Ilani - Re-thinking the Brand Experience | @noaa_i
  40. Become an agent of change WebVisions Barcelona, NoAA Ilani -

    Re-thinking the Brand Experience | @noaa_i