Digital EDGEucation autumn - your experience is your brand
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Transcript of Digital EDGEucation autumn - your experience is your brand
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Digital EDGEucationThe Autumn Edition 2015
#4PsEDGE@4PsMarketing
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Your experience is your brandCreating brands in the user world
Gerard Cadiach
#4PsEDGE@4PsMarketing
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WHAT ARE WE DOING HERE?
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WHAT ARE WE DOING HERE?WHEN CAN WE LEAVE?
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WHAT ARE WE DOING HERE?WHEN CAN WE LEAVE?- SHORT HISTORY OF BRANDING
- TODAY’S DEFINITION- MUSICAL INTERLUDE
- REAL LIFE DRAMA- USER SATISFACTION FORMULA
- QUIZ
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ADWORDS CERTIFIED“BRANDR” MEANS BURN
2000 BC Today1800s
- PITCHMAN- COCA-COLA- CULTURE OF NEED- CULTURE OF DESIRE- USPs- THINK – IBM- GOOGLE
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ADWORDS CERTIFIEDLONG STORY SHORT
2000 BC
- Today
- 1800s
1800s
THIS BELONGS TO MEIF YOU TOUCH IT I’LL CUT YOU
THIS WAS MADE BY MESO BUY IT
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WHAT DIFFERENTIATES YOU FROM YOUR COMPETITORS?
Our brand will only ever be the memory of the experience our people had when interacting with us.
- Startup Blog
DEFINING TODAY’S BRAND
Brand is a stand-in, a euphemism, a shortcut for a whole bunch of expectations, worldview connections, experiences, and promises that a product or service makes, and these allow us to work our way through a world that has thirty thousand brands that we have to make decisions about every day.
- Seth Godin
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Brand is a stand-in, a euphemism, a shortcut for a whole bunch of expectations, worldview connections, experiences, and promises that a product or service makes, and these allow us to work our way through a world that has thirty thousand brands that we have to make decisions about every day.
- Seth Godin
WHAT DIFFERENTIATES YOU FROM YOUR COMPETITORS?
Our brand will only ever be the memory of the experience our people had when interacting with us.
- Startup Blog
CONNECTING THE DOTS
NO VISUALSNO LOGONO DESIGNNO USPsJUST EXPERIENCES
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WHAT DIFFERENTIATES YOU FROM YOUR COMPETITORS? 30”
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WHAT DIFFERENTIATES YOU FROM YOUR COMPETITORS? 4’30”
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WHAT DIFFERENTIATES YOU FROM YOUR COMPETITORS? YOU CANNOT NOT COMMUNICATE
There will never be silence
“You cannot not communicate. Every behaviour is a kind of communication. Because behaviour does not have a counterpart (there is no anti-behaviour), it is not possible not to communicate.”
-Paul Watzlawick
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WHAT DIFFERENTIATES YOU FROM YOUR COMPETITORS? Our brand is composed by users interacting on different touch points
A line is made of dots
DesignAdd text
CustomerService
ProductSelection
Price
Quality of Products
BrandingInteraction
DesignPaymentMethods
Content
Tone of voice TechnologySEOFonts
Logo
Navigation
Usability
DistributionShipment
costsEmail
PPCDisplay Images
Social Media
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WHAT DIFFERENTIATES YOU FROM YOUR COMPETITORS? But user journeys are also becoming more complex
A line is made of dots
DesignAdd text
CustomerService
ProductSelection
Price
Quality of Products
BrandingInteraction
DesignPaymentMethods
Content
Tone of voice TechnologySEOFonts
Logo
Navigation
Usability
DistributionShipment
costsEmail
PPCDisplay Images
Social Media
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WHAT DIFFERENTIATES YOU FROM YOUR COMPETITORS? Therefore brands exist in every moment of interaction
BRAND
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WHAT DIFFERENTIATES YOU FROM YOUR COMPETITORS? Therefore brands exist in every moment of interaction
BRAND
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WHAT DIFFERENTIATES YOU FROM YOUR COMPETITORS? The entire experience transforms into the brand
BRAND
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WHAT DIFFERENTIATES YOU FROM YOUR COMPETITORS? IS THIS A REAL WORLD THING?
Bought a refurbished iPhone
Searched for a second hand iPhone
Landing page with cheap iPhones
Paid with an easy check-out
Got the email confir...
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WHAT DIFFERENTIATES YOU FROM YOUR COMPETITORS? CREATE YOUR OWN STORY?
… My device?… Send my device?… Send my device to you??… What device!?
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WHAT DIFFERENTIATES YOU FROM YOUR COMPETITORS? GOT MY SECOND EMAIL
… My device?… Send my device?… Send my device to you??… What device!?
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WHAT DIFFERENTIATES YOU FROM YOUR COMPETITORS? WE ARE BACK ON TRACK
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WHAT DIFFERENTIATES YOU FROM YOUR COMPETITORS? The entire experience transforms into the brand
POOR-BRAND
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WHAT DIFFERENTIATES YOU FROM YOUR COMPETITORS? So… how can we have a successful journey?
Satisfaction = Reality - Expectations
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WHAT DIFFERENTIATES YOU FROM YOUR COMPETITORS? A UX and Marketing team that is aligned
“Business leaders begin to view user experience as a key to long-term competitive advantage rather than a cost center.”
User satisfaction is an integrated marketing and UX strategy
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Thank you.
#4PsEDGE@4PsMarketing