beyond image: brand as experience bridget fahrland fry, inc. 1/30/04
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Beyond Image: Brand As Experience
Bridget FahrlandFry, Inc.1/30/04
Page 2© 2004 Fry, Inc.Everything it takes™
AGENDA Why Is Experience Important?
Not Just For Kicks: The Goals Behind Experience
The Creative Process: How To Build Experiences
You Be The Judge: Assessing Experiences
A Word On .Org Experiences
Questions
Page 3© 2004 Fry, Inc.Everything it takes™
Stage 1: Limited Image
Page 4© 2004 Fry, Inc.Everything it takes™
Stage 2: Image Without Interaction
Page 5© 2004 Fry, Inc.Everything it takes™
Stage 3: Experience
Page 6© 2004 Fry, Inc.Everything it takes™
Image Vs Experience
An image conveys an emotion visually. It is a passive, one-way experience.
A true experience engages the user by requiring interaction. The best experiences have a purpose that meets the user needs and helps the company/organization accomplish its goals.
Experience is more than sound and animation. It is a culmination of creative, usability, and technology.
Sites that create an experience will be more successful.
Page 7© 2004 Fry, Inc.Everything it takes™
Not Just For Kicks: Common Site Goals
Sell Something
Experience aids user in buying process
Build Loyalty
Experience encourages repeat visit/purchase -- instills good feeling about the brand
Increase Brand Awareness
Experience immerses user in brand and/or enables viral marketing
Page 8© 2004 Fry, Inc.Everything it takes™
Experience Sells
Page 9© 2004 Fry, Inc.Everything it takes™
Experience Builds Loyalty
Page 10© 2004 Fry, Inc.Everything it takes™
Experience Increases Brand Awareness
Page 11© 2004 Fry, Inc.Everything it takes™
On A Good Day, It Does All Three
Page 12© 2004 Fry, Inc.Everything it takes™
How To Build Experiences That Matter
Prioritize Site Goals
Understand User Needs
Identify Key Brand Attributes and Messages
Ensure Experience:
– Furthers Business Goals
– Meets User Needs
– Captures Brand Essence
Involve Creative, Information Architecture, and Technology
Page 13© 2004 Fry, Inc.Everything it takes™
You Be The Judge: Fructis
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You Be The Judge: Lego
Page 15© 2004 Fry, Inc.Everything it takes™
You Be The Judge: Levis
Page 16© 2004 Fry, Inc.Everything it takes™
A Word On .Org Experiences(you know, the stuff that really matters)
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Experience As Action Not Entertainment
Page 18© 2004 Fry, Inc.Everything it takes™
&AQ