brand syntax

SHIFTING THE MARKETING MINDSET

Thursday, March 27, 14

BRANDS STILL OPERATE IN A 2D MODEL

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CONNECT

RESULT

FLAT EXPERIENCE

PERSUADE

TARGET

HOPE

AND WHILE THE 2D MODEL HAS ENABLED BRANDS TO MEASURE SUCCESS, IT’S LIMITED

TALK

Thursday, March 27, 14

THIS ISN’T HOW PEOPLE LIVE

THEY LIVE IN A 3D ENVIRONMENT

Thursday, March 27, 14

A 3D WORLD IS ONE IN WHICH THERE ARE INEXTRICABLE LINKS BETWEEN DESIGN, ENVIRONMENT, AND BEHAVIOR - BOTH

INDIVIDUALLY AND SOCIALLY

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AS A RESULT: THE MOST SUBTLE CHANGES HAVE INFLUENCE IN HOW WE LIVE AND EXPERIENCE OUR ENVIRONMENT

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SOME NOT SO SUBTLE

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IS THE REAL WORLD (3D) SO DIFFERENT FROM THE DIGITAL WORLD?

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LONDON INTERNET

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THE ‘REAL WORLD’ HAS SPECIFIC FORM AND CONTENT, AS DOES DIGITAL

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AS WELL AS TOUCHPOINTS

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EVERY PHYSICAL EXPERIENCE HAS A DIGITAL

COUNTERPART

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OVER TIME, BEHAVIOR WITHIN DIGITAL AND REALITY HAVE BECOME SYMBIOTIC

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DATA HAS GIVEN US A CLEAR UNDERSTANDING OF HOW WE INTERACT WITHIN THOSE ENVIRONMENTS

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WHERE AND HOW WE CHOOSE TO NAVIGATE, CONGREGATE AND GIVE ATTENTION IS LARGELY DICTATED BY HOW

COMFORTABLE WE FEEL IN A PARTICULAR ENVIRONMENT, THE EXPERIENCE WE EXPECT TO HAVE, AND HOW EASY IT IS

TO GET TO A DESTINATION

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MADE POSSIBLE IN THE DIGITAL SPACE VIA PLATFORMS, NETWORKS, APPS, APIs, SITES, ETC.

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WITH THIS IN MIND, HOW DO WE MOVE BEYOND A 2D MODEL TO A PURPOSE BUILT MODEL SUITABLE FOR THE 3D DIGITAL REALITY?

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WE CAN LEARN A FEW THINGS FROM EXPERTS IN THE PHYSICAL WORLD, AND HOW THEIR APPROACHES IN USING DIGITAL/DATA ELICIT PARTICULAR BEHAVIORS

BRANDS SEEK TO CREATE

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ONE APPROACH...

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Space Syntax

Source: http://www.bartlett.ucl.ac.uk

A SET OF THEORIES AND TECHNIQUES FOR THE ANALYSIS OF SPACIAL CONFIGURATIONS; USED AS A TOOL TO HELP ARCHITECTS SIMULATE THE LIKELY SOCIAL EFFECT OF THEIR DESIGNS

ALLOWS ARCHITECTS TO ACCESS COMPLEXITY IN A WAY THAT IS COMPREHENSIBLE TO INTUITION

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DISCOVERING THE RELATIONSHIPS BETWEEN AN ENVIRONMENT AND HOW THAT ENVIRONMENT AFFECTS ITS INHABITANTS

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THE SIMPLEST ORDNANCE OF ALL:THE AFFORDANCE TO MOVE IN RESPONSE TO SPACE

EVERY ACTION IN A CITY IS IMPORTANT TO HOW IT FUNCTIONS AS A WHOLEEACH PART EFFECTS EACH OTHER

THE LIFE OF A CITY COMPRISES OF THE INDIVIDUAL ACTIONS OF THE PEOPLE WITHIN ITEACH PERSON HAS THEIR OWN UNIQUE RELATIONSHIP TO A CITY

Source: http://www.bartlett.ucl.ac.uk

Thursday, March 27, 14

SPACE SYNTAX MEASURES ON THESE AFFORDANCESIT FORMS A PATTERN OF POTENTIAL MOVEMENT AND ACTION

IN THE ENVIRONMENT

ULTIMATELY, IT IS MEASURING HOW WE ENGAGE, AND ACT WITHIN OUR ENVIRONMENTSUMMARIZING THE POTENTIALS OF LIFE WITHIN PARTICULAR ENVIRONMENTS

Source: http://www.bartlett.ucl.ac.uk

Thursday, March 27, 14

Source: Spacesyntax.com

SPACE SYNTAX IDENTIFIES EXISTING JOURNEYS AND PATTERNS

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Source: Spacesyntax.com

OPTIMIZING FROM ACTUAL, TO IDEAL (OR POTENTIAL) IN ORDER TO CREATE NEW BEHAVIORS THAT ADD VALUE

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Image courtesy of: spacesyntax.com

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WHAT DOES THIS MEAN FOR BRANDS?

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SHIFT THINKING FROM NOT JUST PUSHING MESSAGESSTORYTELLING

BUT TO BUILDING PATHS THAT ENHANCE EXPERIENCES DIMENSIONALIZING

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RECOGNIZE INDIVIDUAL ACTIONS AND RELATIONSHIPS TO THE ENVIRONMENT

OWNED AND UNOWNED PLATFORMS, SITES, APPS, CONTENT, ETC.

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IN ORDER TO CONSTANTLY OPTIMIZE AND CREATE UNIQUE EXPERIENCES

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AN APP CAN CREATE OR CHANGE THE DIRECTION OF PEOPLE’S MINDSET I.E. THOUGHT PROCESS WITHIN AN ENVIRONMENT

GREATER THAN ANY MESSAGING CAMPAIGN

BANNER VS. APP

Thursday, March 27, 14

SOCIAL

EMAIL

.COM

OFFLINE

DATA DATA

DATADATA

ACTIONS ACTIONS

ACTIONSACTIONS

RELATIONSHIP RELATIONSHIP

SPACESPACE

SPACE SPACE

RELATIONSHIPRELATIONSHIP

MEASURE, OBSERVE, OPTIMIZE, INSPIRE, ETC. BASED ON INDIVIDUAL AND MASS BEHAVIOR WITHIN THE ENVIRONMENT YOUR BRAND PROVIDES

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THEN HUMANIZE

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“BRAD THE TOASTER”

See: http://vimeo.com/41363473Thursday, March 27, 14

CREATE PATHS INTO AN (ECO)SYSTEM I.E. ENVIRONMENT IN A WAY THAT PROVIDES VALUE IN A USERS LIFE IN FUN/RELEVANT/

CONTEXTUAL WAYS

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BRANDS HAVE THE ABILITY TO IDENTIFY: WHO THEIR ‘INHABITANTS’ ARE, WHAT NEEDS THEY HAVE, AND BEST WAYS

TO SATISFY THOSE NEEDS

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Image courtesy of Ziya Danishmend

ALLOWING BRANDS TO INFLUENCE EXISTING AND FUTURE BEHAVIOR

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ALONG WITH THEIR PREFERENCES AND INTERESTS

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CREATING A MORE DIMENSIONALIZED EXPERIENCE ON EVERY PATH A USER DECIDES TO TAKE

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SUMMARIZING THE POTENTIALS OF LIFE WITHIN THE PARTICULAR ENVIRONMENT YOUR BRAND CREATES

ACTIVITY

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ACTUAL IDEAL

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GIVE PEOPLE THE AFFORDANCE TO MOVE WITHIN THE ENVIRONMENTS YOU BUILD, AND PROVIDE THEM WITH UTILITY AND VALUE THAT PRODUCES

BETTER OUTCOMES IN THEIR EXPERIENCES WITH YOUR BRAND

Thursday, March 27, 14

CREATING AN ENTIRELY NEW WAY PEOPLE INTERACT AND EXPERIENCE YOUR BRAND, AND BUILD STORIES AROUND IT

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THANK YOU

CHRIS LAKEchris.lake@havasww.com

@SirPond

Thursday, March 27, 14