Your brand is the sum of its interactions
Transcript of Your brand is the sum of its interactions
![Page 1: Your brand is the sum of its interactions](https://reader034.fdocuments.in/reader034/viewer/2022042817/55a29ae41a28ab0c558b45c6/html5/thumbnails/1.jpg)
!
Your brand is the sum of its interactions. !
Christopher Fahey SVP Product and User Experience Big Spaceship !
@chrisfahey
![Page 2: Your brand is the sum of its interactions](https://reader034.fdocuments.in/reader034/viewer/2022042817/55a29ae41a28ab0c558b45c6/html5/thumbnails/2.jpg)
HELLO FROM
Brooklyn
![Page 3: Your brand is the sum of its interactions](https://reader034.fdocuments.in/reader034/viewer/2022042817/55a29ae41a28ab0c558b45c6/html5/thumbnails/3.jpg)
Christopher Fahey SVP Product and User Experience Big Spaceship @chrisfahey
![Page 4: Your brand is the sum of its interactions](https://reader034.fdocuments.in/reader034/viewer/2022042817/55a29ae41a28ab0c558b45c6/html5/thumbnails/4.jpg)
Christopher Fahey SVP Product and User Experience Big Spaceship @chrisfahey
![Page 5: Your brand is the sum of its interactions](https://reader034.fdocuments.in/reader034/viewer/2022042817/55a29ae41a28ab0c558b45c6/html5/thumbnails/5.jpg)
Your brand is the sum of its interactions.
![Page 6: Your brand is the sum of its interactions](https://reader034.fdocuments.in/reader034/viewer/2022042817/55a29ae41a28ab0c558b45c6/html5/thumbnails/6.jpg)
Digital?
![Page 7: Your brand is the sum of its interactions](https://reader034.fdocuments.in/reader034/viewer/2022042817/55a29ae41a28ab0c558b45c6/html5/thumbnails/7.jpg)
• Digital Advertising (banners, pre-rolls, native content) • Messaging (email, SMS, device notifications) • Social media (regardless of platform) • Websites • Apps (desktop and devices, games and utilities) • Device interfaces (wearables, peripherals, appliances)
Digital Channels
![Page 8: Your brand is the sum of its interactions](https://reader034.fdocuments.in/reader034/viewer/2022042817/55a29ae41a28ab0c558b45c6/html5/thumbnails/8.jpg)
• Digital Advertising (banners, pre-rolls, native content) • Messaging (email, SMS, device notifications) • Social media (regardless of platform) • Websites • Apps (desktop and devices, games and utilities) • Device interfaces (wearables, peripherals, appliances)
Digital Channels
More robust interactions!
![Page 9: Your brand is the sum of its interactions](https://reader034.fdocuments.in/reader034/viewer/2022042817/55a29ae41a28ab0c558b45c6/html5/thumbnails/9.jpg)
The Digital Channel
![Page 10: Your brand is the sum of its interactions](https://reader034.fdocuments.in/reader034/viewer/2022042817/55a29ae41a28ab0c558b45c6/html5/thumbnails/10.jpg)
Digital Brands
![Page 11: Your brand is the sum of its interactions](https://reader034.fdocuments.in/reader034/viewer/2022042817/55a29ae41a28ab0c558b45c6/html5/thumbnails/11.jpg)
![Page 12: Your brand is the sum of its interactions](https://reader034.fdocuments.in/reader034/viewer/2022042817/55a29ae41a28ab0c558b45c6/html5/thumbnails/12.jpg)
![Page 13: Your brand is the sum of its interactions](https://reader034.fdocuments.in/reader034/viewer/2022042817/55a29ae41a28ab0c558b45c6/html5/thumbnails/13.jpg)
Digital Brands(not-quite-so)
![Page 14: Your brand is the sum of its interactions](https://reader034.fdocuments.in/reader034/viewer/2022042817/55a29ae41a28ab0c558b45c6/html5/thumbnails/14.jpg)
Digital Crap
![Page 15: Your brand is the sum of its interactions](https://reader034.fdocuments.in/reader034/viewer/2022042817/55a29ae41a28ab0c558b45c6/html5/thumbnails/15.jpg)
Digital Crap =
Experimentation
![Page 16: Your brand is the sum of its interactions](https://reader034.fdocuments.in/reader034/viewer/2022042817/55a29ae41a28ab0c558b45c6/html5/thumbnails/16.jpg)
Ecommerce
![Page 17: Your brand is the sum of its interactions](https://reader034.fdocuments.in/reader034/viewer/2022042817/55a29ae41a28ab0c558b45c6/html5/thumbnails/17.jpg)
![Page 18: Your brand is the sum of its interactions](https://reader034.fdocuments.in/reader034/viewer/2022042817/55a29ae41a28ab0c558b45c6/html5/thumbnails/18.jpg)
Museums
![Page 19: Your brand is the sum of its interactions](https://reader034.fdocuments.in/reader034/viewer/2022042817/55a29ae41a28ab0c558b45c6/html5/thumbnails/19.jpg)
![Page 20: Your brand is the sum of its interactions](https://reader034.fdocuments.in/reader034/viewer/2022042817/55a29ae41a28ab0c558b45c6/html5/thumbnails/20.jpg)
15%
85%
of all brand interactions
happen at the museum
of all brand interactions
happen on the web site
![Page 21: Your brand is the sum of its interactions](https://reader034.fdocuments.in/reader034/viewer/2022042817/55a29ae41a28ab0c558b45c6/html5/thumbnails/21.jpg)
Automotive
![Page 22: Your brand is the sum of its interactions](https://reader034.fdocuments.in/reader034/viewer/2022042817/55a29ae41a28ab0c558b45c6/html5/thumbnails/22.jpg)
![Page 23: Your brand is the sum of its interactions](https://reader034.fdocuments.in/reader034/viewer/2022042817/55a29ae41a28ab0c558b45c6/html5/thumbnails/23.jpg)
![Page 24: Your brand is the sum of its interactions](https://reader034.fdocuments.in/reader034/viewer/2022042817/55a29ae41a28ab0c558b45c6/html5/thumbnails/24.jpg)
bmwusa.com
GENIUS APP
Genius Program
Driver’s Guide & Owners Manual
Purchase Intent
I Think I Know
What I Want
I Found My Dream BMW
PurchaseLease
Renewal or Purchase
Easy discovery of product knowledge
Product problem solving
Dealer Website
MyBMW Account
Advertising
![Page 25: Your brand is the sum of its interactions](https://reader034.fdocuments.in/reader034/viewer/2022042817/55a29ae41a28ab0c558b45c6/html5/thumbnails/25.jpg)
![Page 26: Your brand is the sum of its interactions](https://reader034.fdocuments.in/reader034/viewer/2022042817/55a29ae41a28ab0c558b45c6/html5/thumbnails/26.jpg)
Brand Communications
![Page 27: Your brand is the sum of its interactions](https://reader034.fdocuments.in/reader034/viewer/2022042817/55a29ae41a28ab0c558b45c6/html5/thumbnails/27.jpg)
“Digital First”
![Page 28: Your brand is the sum of its interactions](https://reader034.fdocuments.in/reader034/viewer/2022042817/55a29ae41a28ab0c558b45c6/html5/thumbnails/28.jpg)
“If you build it, they will come.”
![Page 29: Your brand is the sum of its interactions](https://reader034.fdocuments.in/reader034/viewer/2022042817/55a29ae41a28ab0c558b45c6/html5/thumbnails/29.jpg)
“If you build it and tell them about it,
they will come.”
![Page 30: Your brand is the sum of its interactions](https://reader034.fdocuments.in/reader034/viewer/2022042817/55a29ae41a28ab0c558b45c6/html5/thumbnails/30.jpg)
Collaboration
![Page 31: Your brand is the sum of its interactions](https://reader034.fdocuments.in/reader034/viewer/2022042817/55a29ae41a28ab0c558b45c6/html5/thumbnails/31.jpg)
STRATEGY DESIGN/UX TECHNOLOGY CLIENT SERVICES
STRATEGY DESIGN/UX TECHNOLOGY SOCIAL MEDIA & CONTENT
DATA & ANALYTICS
![Page 32: Your brand is the sum of its interactions](https://reader034.fdocuments.in/reader034/viewer/2022042817/55a29ae41a28ab0c558b45c6/html5/thumbnails/32.jpg)
Your brand is the sum of its interactions.
![Page 33: Your brand is the sum of its interactions](https://reader034.fdocuments.in/reader034/viewer/2022042817/55a29ae41a28ab0c558b45c6/html5/thumbnails/33.jpg)
• Digital Advertising (banners, pre-rolls, native content) • Messaging (email, SMS, device notifications) • Social media (regardless of platform) • Websites • Apps (desktop and devices, games and utilities) • Device interfaces (wearables, peripherals, appliances)
Digital Channels
![Page 34: Your brand is the sum of its interactions](https://reader034.fdocuments.in/reader034/viewer/2022042817/55a29ae41a28ab0c558b45c6/html5/thumbnails/34.jpg)
A brand interaction is a value exchange.
![Page 35: Your brand is the sum of its interactions](https://reader034.fdocuments.in/reader034/viewer/2022042817/55a29ae41a28ab0c558b45c6/html5/thumbnails/35.jpg)
Everyone is a user.
![Page 36: Your brand is the sum of its interactions](https://reader034.fdocuments.in/reader034/viewer/2022042817/55a29ae41a28ab0c558b45c6/html5/thumbnails/36.jpg)
Everyone is a user.
![Page 37: Your brand is the sum of its interactions](https://reader034.fdocuments.in/reader034/viewer/2022042817/55a29ae41a28ab0c558b45c6/html5/thumbnails/37.jpg)
contributor visitor
fan customer
viewer !
buyer seller
employee patient citizen
Everyone is a user.
![Page 38: Your brand is the sum of its interactions](https://reader034.fdocuments.in/reader034/viewer/2022042817/55a29ae41a28ab0c558b45c6/html5/thumbnails/38.jpg)
User Experience Design
![Page 39: Your brand is the sum of its interactions](https://reader034.fdocuments.in/reader034/viewer/2022042817/55a29ae41a28ab0c558b45c6/html5/thumbnails/39.jpg)
![Page 40: Your brand is the sum of its interactions](https://reader034.fdocuments.in/reader034/viewer/2022042817/55a29ae41a28ab0c558b45c6/html5/thumbnails/40.jpg)
![Page 41: Your brand is the sum of its interactions](https://reader034.fdocuments.in/reader034/viewer/2022042817/55a29ae41a28ab0c558b45c6/html5/thumbnails/41.jpg)
Marketing as Interaction Design
![Page 42: Your brand is the sum of its interactions](https://reader034.fdocuments.in/reader034/viewer/2022042817/55a29ae41a28ab0c558b45c6/html5/thumbnails/42.jpg)
Marketing as Interaction Design
Facebook Organic Search
![Page 43: Your brand is the sum of its interactions](https://reader034.fdocuments.in/reader034/viewer/2022042817/55a29ae41a28ab0c558b45c6/html5/thumbnails/43.jpg)
Marketing as Interaction Design
Facebook Organic Search
![Page 44: Your brand is the sum of its interactions](https://reader034.fdocuments.in/reader034/viewer/2022042817/55a29ae41a28ab0c558b45c6/html5/thumbnails/44.jpg)
Marketing as Interaction Design
Facebook Organic Search
![Page 45: Your brand is the sum of its interactions](https://reader034.fdocuments.in/reader034/viewer/2022042817/55a29ae41a28ab0c558b45c6/html5/thumbnails/45.jpg)
Marketing as Interaction Design
Facebook Organic Search
![Page 46: Your brand is the sum of its interactions](https://reader034.fdocuments.in/reader034/viewer/2022042817/55a29ae41a28ab0c558b45c6/html5/thumbnails/46.jpg)
Marketing as Interaction Design
Facebook Organic Search
![Page 47: Your brand is the sum of its interactions](https://reader034.fdocuments.in/reader034/viewer/2022042817/55a29ae41a28ab0c558b45c6/html5/thumbnails/47.jpg)
Marketing as Interaction Design
Sonos
![Page 48: Your brand is the sum of its interactions](https://reader034.fdocuments.in/reader034/viewer/2022042817/55a29ae41a28ab0c558b45c6/html5/thumbnails/48.jpg)
![Page 49: Your brand is the sum of its interactions](https://reader034.fdocuments.in/reader034/viewer/2022042817/55a29ae41a28ab0c558b45c6/html5/thumbnails/49.jpg)
![Page 50: Your brand is the sum of its interactions](https://reader034.fdocuments.in/reader034/viewer/2022042817/55a29ae41a28ab0c558b45c6/html5/thumbnails/50.jpg)
Marketing as Interaction Design
![Page 51: Your brand is the sum of its interactions](https://reader034.fdocuments.in/reader034/viewer/2022042817/55a29ae41a28ab0c558b45c6/html5/thumbnails/51.jpg)
From interruptions to interactions
![Page 52: Your brand is the sum of its interactions](https://reader034.fdocuments.in/reader034/viewer/2022042817/55a29ae41a28ab0c558b45c6/html5/thumbnails/52.jpg)
Calm Technology
![Page 53: Your brand is the sum of its interactions](https://reader034.fdocuments.in/reader034/viewer/2022042817/55a29ae41a28ab0c558b45c6/html5/thumbnails/53.jpg)
Technology should require the smallest amount of our attention. !
Technology should inform and encalm. !
Technology should make use of the periphery. !
Amplify the best of technology and the best of humanity.
Calm Technology
![Page 54: Your brand is the sum of its interactions](https://reader034.fdocuments.in/reader034/viewer/2022042817/55a29ae41a28ab0c558b45c6/html5/thumbnails/54.jpg)
Be human.
![Page 55: Your brand is the sum of its interactions](https://reader034.fdocuments.in/reader034/viewer/2022042817/55a29ae41a28ab0c558b45c6/html5/thumbnails/55.jpg)
– Alan Cooper
If we want users to like our software, we should design it to behave like a likeable person.”
“
![Page 56: Your brand is the sum of its interactions](https://reader034.fdocuments.in/reader034/viewer/2022042817/55a29ae41a28ab0c558b45c6/html5/thumbnails/56.jpg)
“Embodied Interactions”Ubiquitous Computing
The increased availability of computers and networks via mobile devices, embedded interfaces, and public data sources.
Tangible Computing Interfaces that are more physically intimate with us and respond to direct interactions, like touch, gesture, and speech.
Social Computing Electronic systems that connect us to friends, family, and interesting, like-minded people.
![Page 57: Your brand is the sum of its interactions](https://reader034.fdocuments.in/reader034/viewer/2022042817/55a29ae41a28ab0c558b45c6/html5/thumbnails/57.jpg)
![Page 58: Your brand is the sum of its interactions](https://reader034.fdocuments.in/reader034/viewer/2022042817/55a29ae41a28ab0c558b45c6/html5/thumbnails/58.jpg)
Being Human
Brand interactions must be sensitive.
![Page 59: Your brand is the sum of its interactions](https://reader034.fdocuments.in/reader034/viewer/2022042817/55a29ae41a28ab0c558b45c6/html5/thumbnails/59.jpg)
Data is a creative input.
![Page 60: Your brand is the sum of its interactions](https://reader034.fdocuments.in/reader034/viewer/2022042817/55a29ae41a28ab0c558b45c6/html5/thumbnails/60.jpg)
Being Human
Brand interactions must be intimate.
![Page 61: Your brand is the sum of its interactions](https://reader034.fdocuments.in/reader034/viewer/2022042817/55a29ae41a28ab0c558b45c6/html5/thumbnails/61.jpg)
Being Human
Brand interactions must have personality.
![Page 62: Your brand is the sum of its interactions](https://reader034.fdocuments.in/reader034/viewer/2022042817/55a29ae41a28ab0c558b45c6/html5/thumbnails/62.jpg)
Being Human
Brand interactions must be smart.
![Page 63: Your brand is the sum of its interactions](https://reader034.fdocuments.in/reader034/viewer/2022042817/55a29ae41a28ab0c558b45c6/html5/thumbnails/63.jpg)
Use Data!
![Page 64: Your brand is the sum of its interactions](https://reader034.fdocuments.in/reader034/viewer/2022042817/55a29ae41a28ab0c558b45c6/html5/thumbnails/64.jpg)
Interactions take time...
![Page 65: Your brand is the sum of its interactions](https://reader034.fdocuments.in/reader034/viewer/2022042817/55a29ae41a28ab0c558b45c6/html5/thumbnails/65.jpg)
Interactions take time... So please don’t waste people’s time.
![Page 66: Your brand is the sum of its interactions](https://reader034.fdocuments.in/reader034/viewer/2022042817/55a29ae41a28ab0c558b45c6/html5/thumbnails/66.jpg)
Become more symmetrical. Make value exchanges.
![Page 67: Your brand is the sum of its interactions](https://reader034.fdocuments.in/reader034/viewer/2022042817/55a29ae41a28ab0c558b45c6/html5/thumbnails/67.jpg)
– William Morris, 1880
Have nothing in your houses that you do not know to be useful or believe to be beautiful.”
“
![Page 68: Your brand is the sum of its interactions](https://reader034.fdocuments.in/reader034/viewer/2022042817/55a29ae41a28ab0c558b45c6/html5/thumbnails/68.jpg)
Bad Data
![Page 69: Your brand is the sum of its interactions](https://reader034.fdocuments.in/reader034/viewer/2022042817/55a29ae41a28ab0c558b45c6/html5/thumbnails/69.jpg)
Hypothesis-Based Design
![Page 70: Your brand is the sum of its interactions](https://reader034.fdocuments.in/reader034/viewer/2022042817/55a29ae41a28ab0c558b45c6/html5/thumbnails/70.jpg)
Test everything.
![Page 71: Your brand is the sum of its interactions](https://reader034.fdocuments.in/reader034/viewer/2022042817/55a29ae41a28ab0c558b45c6/html5/thumbnails/71.jpg)
Test everything.
![Page 72: Your brand is the sum of its interactions](https://reader034.fdocuments.in/reader034/viewer/2022042817/55a29ae41a28ab0c558b45c6/html5/thumbnails/72.jpg)
Imagine your digital future across all touchpoints.
![Page 73: Your brand is the sum of its interactions](https://reader034.fdocuments.in/reader034/viewer/2022042817/55a29ae41a28ab0c558b45c6/html5/thumbnails/73.jpg)
Imagine your brand’s interactions in five years.
![Page 74: Your brand is the sum of its interactions](https://reader034.fdocuments.in/reader034/viewer/2022042817/55a29ae41a28ab0c558b45c6/html5/thumbnails/74.jpg)
Imagine what today’s kids will expect to be able to do with your brand.
![Page 75: Your brand is the sum of its interactions](https://reader034.fdocuments.in/reader034/viewer/2022042817/55a29ae41a28ab0c558b45c6/html5/thumbnails/75.jpg)
Start now. Go.
![Page 76: Your brand is the sum of its interactions](https://reader034.fdocuments.in/reader034/viewer/2022042817/55a29ae41a28ab0c558b45c6/html5/thumbnails/76.jpg)
THANKS!