Digital EDGEucation autumn - your experience is your brand

Digital EDGEucationThe Autumn Edition 2015

#4PsEDGE@4PsMarketing

Your experience is your brandCreating brands in the user world

Gerard Cadiach

#4PsEDGE@4PsMarketing

WHAT ARE WE DOING HERE?

WHAT ARE WE DOING HERE?WHEN CAN WE LEAVE?

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

ADWORDS CERTIFIED“BRANDR” MEANS BURN

2000 BC Today1800s

- PITCHMAN- COCA-COLA- CULTURE OF NEED- CULTURE OF DESIRE- USPs- THINK – IBM- GOOGLE

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

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

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

WHAT DIFFERENTIATES YOU FROM YOUR COMPETITORS? 30”

WHAT DIFFERENTIATES YOU FROM YOUR COMPETITORS? 4’30”

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

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

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

WHAT DIFFERENTIATES YOU FROM YOUR COMPETITORS? Therefore brands exist in every moment of interaction

BRAND

WHAT DIFFERENTIATES YOU FROM YOUR COMPETITORS? Therefore brands exist in every moment of interaction

BRAND

WHAT DIFFERENTIATES YOU FROM YOUR COMPETITORS? The entire experience transforms into the brand

BRAND

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...

WHAT DIFFERENTIATES YOU FROM YOUR COMPETITORS? CREATE YOUR OWN STORY?

… My device?… Send my device?… Send my device to you??… What device!?

WHAT DIFFERENTIATES YOU FROM YOUR COMPETITORS? GOT MY SECOND EMAIL

… My device?… Send my device?… Send my device to you??… What device!?

WHAT DIFFERENTIATES YOU FROM YOUR COMPETITORS? WE ARE BACK ON TRACK

WHAT DIFFERENTIATES YOU FROM YOUR COMPETITORS? The entire experience transforms into the brand

POOR-BRAND

WHAT DIFFERENTIATES YOU FROM YOUR COMPETITORS? So… how can we have a successful journey?

Satisfaction = Reality - Expectations

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

Thank you.

#4PsEDGE@4PsMarketing