Robert Barlow-Busch • ArtBarn • @becubed

Building products that build your brand

Photo by Anshu

“Lets you take control”

Photo by TomOnTheRoof

Brand is about experiences

Photo by Thomas Hawk

Products deliver experiences

We are emotional creatures

Photo by meddygarnet

Rational: Family entertainment

Emotional: Magic

Rational: Quality sportswear

Emotional: Achievement

Brands are emotional too

A brand is like a promise

Photo by Tim Parkinson

What’s the promise?

Marketing MAKES the promise…

…product development KEEPS it.

Brand promise as a product requirement

Interaction Design: Promoting “agility”

Information Architecture: Highlighting “community”

Copywriting: Speaking in a “personal” voice

Information Design: Providing “visibility”

Visual Design: Evoking “playfulness”

But how to confirm you’re on the right track?

Photo collage:The brand

Photo collage:The website

vs.

If this product was a car, what kind of car would it be?

Photo by 27147

If this was a human family, what role would each play?

Your target is this sweet spot

Q&ARobert Barlow-Busch • ArtBarn • @becubed

Photo credits

Anshu http://www.flickr.com/photos/anshu_si/5537146181/

TomOnTheRoof http://www.flickr.com/photos/_tom/2222124500/

Thomas Hawk http://www.flickr.com/photos/thomashawk/509278

meddygarnet http://www.flickr.com/photos/meddygarnet/3392686660/

Tim Parkinson http://www.flickr.com/photos/timparkinson/2991873690/

27147 http://www.flickr.com/photos/27147/3411775886/