PowerPoint Presentation

@ThomasMarzanoHead of Design for Brand, Communication & Digital24-01-2017Brand Experience Design

#Cognitive dissonanceis a discomfort caused by holding conflicting cognitions simultaneously

source: wikipedia

#Today none of us can get away with an ad that claims for a better start in life, start cola earlier!!

Why not? First of all because the most of us have pretty well developed bull-shit detectors, which go off when we see such a claim But more importantly because when a brand creates a cognitive dissonance between what it says, and what it does, as consumers we will share this bad experience online.

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#People wantmeaningfulexperiences

#Instead Today I want to talk about something more fundamental to this.Why do sensorial experiences matter even more in this digital age we live in?

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Delivering a greatexperience is not just about great design skills.Its especially about great leadership skills.

#And coming from a designer this might sound strange, but great experience are not about great design skills, they are about great leadership skills.

Every company, every brand, has access to great experience design talent if they want to. But it requires relentless vision and obsession to delivering a great brand experience to people. For example, Apple doesnt have access to better designers. Steve was obsessed with delivering the best experience he could. This is why designers could design this remote control this way.And a brand is what people feel [blue screen of death]

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What is a Brand?

Its not just a logoIts not just a sloganIts not just a product

#A name, sign or symbol used to identify items or services of the seller and to differentiate them from goods of competitors.

The Dictionary of Business and Management

#A brand is the consumers feeling about your product, your services or your organization.

Marty Neumeier, author the Brand Gap

#A brand is what people feel, think and say it is

#A brand is what people feel, think and say it is.From using a product every day, to the advertising we see, the stores we visit, the social conversations we have to the sound of the voice of the call center agents that helps you when you have an issue. All of those micro experiences create an imprint into your limbic brain and shape the way you feel about a brand.

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A technology company that cares about people

It is our mission to deliver innovation that matters to you.

By being Caring, Innovative and Impactful.

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Thechallenge 140k+ products100+ countries60k+ employees

#Although we started making light bulbs, today our challenge is that we make over 140.000 products, and we do this with over 100.000 employees spread across the world in ore than 100 countries.

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Only through designing the design of our brand experienceswe can sustain brand experience excellence at such scale.

#Its impossible for my design team to shape all expressions of the Philips brand across the world. Thats why we devised a way to structurally guide the creation of brand experiences: its what we call Brand Experience Design Architecture.

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UXDesignBrandDesignBrand ExperienceDesign

#Where UX Design directs and designs the full user experience, Brand Experience Design focuses on directing and designing the brand experience signatures across all touchpoints.

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#7February 06, 2015

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TechThe embodiment of technology expressed visiblyTouchThe elegance of form

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TVC LUMEATVC MOISTURE PROTECT

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#Brand Experience Playbooks

rooted in our brand, centered around our customers and tailored to experience domains

#23We create Brand Experience Design Architectures at product category or domain level and they center around our customer insights. Its rooted in our core brand values and is considerate of category codes and guides ALL (!) touchpoint creation.

Brand Experience Design Architectures are strategic experience design platforms. They include product & service design, communication design, spatial design, sensorial design and digital design. They inform the brand experience roadmap for 3 5 years.

Source: www.shellmont.com

#Thank you@ThomasMarzano

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