magic brand moments - ia konferenz berlin 2014
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berlin amsterdam san francisco stuttgart
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Magic Brand Moments 24. Mai 2014
magic brand moments
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Good morning!
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© 2014 by Edenspiekermann | Claudia Burger
I am Pia.
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A saturday morning discourse about magic brand moments. !
or Does too much user focus kill brand magic?
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Who is Edenspiekermann?
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We are around 100 people from over 15 nations
We are thinkers, designers, coders, concept developers, consultants, illustrators, copywriters, visualizers and makers.
We are communicators with offices in Amsterdam, Berlin, Stuttgart and San Francisco
© 2014 by Edenspiekermann
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our competences
Designers today – Identity-crises??
Design Content Tech
User Research
and Innovation
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We create strong brand experiences
© 2014 by Edenspiekermann
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© 2014 by Edenspiekermann
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© 2014 by Edenspiekermann
apps
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campaigns11edenspiekermann_
© 2014 by Edenspiekermann
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© 2014 by Edenspiekermann
brand development
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brand development13
© 2014 by Edenspiekermann
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brand experiences14edenspiekermann_
© 2014 by Edenspiekermann
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© 2014 by Edenspiekermann
design research and service designedenspiekermann_
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What makes a brand magic? We asked some friends…
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„Fühlen Sie doch mal!”
© 2014 by www.bally.com © 2014 by Edenspiekermann | Claudia Burger
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„Ich hätte den Mann am liebsten umarmen können, als er mir den Einkauf nach Hause brachte!“
© 2014 by Edenspiekermann | Claudia Burger © 2014 by www.rewe-group.com
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„Es war ein so angenehmes, schönes Gefühl! Alles hat gepasst.“
© 2014 by Edenspiekermann | Claudia Burger © 2014 by www.jilsander.com
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„Es gibt genau zwei Cafés in Berlin, die wissen, was ich möchte, ohne dass ich was bestellen muss – das ist magisch!“
© 2014 by Edenspiekermann | Claudia Burger © 2014 by http://img.wallpaperstock.net:81
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NO!yes??Can you plan and design a magic brand moment?
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“Spotify! These tiny things are really really magic for me!”
© 2014 fig. left: by Edenspiekermann / fig. right: by http://press.spotify.com, https://farm8.staticflickr.com/7194/13743289243_44000ca34c_o.jpg
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© 2014 by Edenspiekermann
“In digital products it is so easy to create the moment. Every little interaction can be tweaked. Every time I change a track, the brand is being reinforced.My feeling: The magic moments are in the use.“
“The user would never say – I want a little sound every time I change the track.“
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“The user would never say – I want a little sound every time I change the track.”
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© 2014 by Edenspiekermann
are we overdoing it?
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My needs…I want…
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brand experience
we don’t want this to happen.
© 2014 by Edenspiekermann
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We need creativity!
BRAND EXPERIENCE
brands need to be magic!
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© 2014 by Edenspiekermann
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Design Content TechUser Research
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DesignUser Research Content Tech
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Content TechUser Research Design
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+Hirn Herz
© 2014 by Edenspiekermann
design is all about culture…33
Fontshop – experience the passion for type…
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© 2014 by Edenspiekermann
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– 4 weeks of preparation – 11 sprints until first beta launch – now releasing after every sprint – 14th sprint right now – team size: ~7 people
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© 2014 by Edenspiekermann
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next.fontshop.com39
© 2014 by Edenspiekermann
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ZEITmagazin ONLINE – an editorial long-read
© 2014 by Edenspiekermann
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collaboration between editors, developers, marketers and designers
© 2014 by Edenspiekermann
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ZEIT
mag
azin
ON
LIN
E
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© 2014 by Edenspiekermann
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ZEIT
mag
azin
ON
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a tiny chocolate experience
© 2014 by Edenspiekermann
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© 2014 by Edenspiekermann
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© 2014 by Edenspiekermann
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© 2014 by Edenspiekermann
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increasing number of passengers during peak hours
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changing environment due to construction
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© 2014 by Edenspiekermann
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Black Pencil
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We are all designers
#1
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© 2014 by Edenspiekermann | Claudia Burger
The creative potential is everywhere.
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Diminish hierarchies
#2
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© 2014 by Edenspiekermann | Claudia Burger
Creativity needs an open culture to thrive.
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Freedom over process
#3
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Tech
Design
Content Creative vacuum
© 2014 by Edenspiekermann
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Genuine curiosity
#4
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!!1. We don’t do decent work. Decent is not enough; it needs to be outstanding. !2. We use the appropriate methods and tools, in particular our head. !3. We need inspiration to inspire. Experience, success and failure are made to share. !4. We are unconventional. Sometimes a detour is the fastest way to the goal. !
!!5. We are open-minded and respectful. Working together doesn’t always mean agreement. !6. We occasionally say no. Saying yes is easy, but often just convenient. !7. We encourage courage. This can lead to mistakes; making mistakes is fine. !8. We are constantly striving to improve. Everyone’s input is valid.
internal manifesto
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Slide 17: http://www.bally.com/item/store/BALLY/tskay/868A0A78/rr/1/cod10/45220246AU/areaid//sts/ !Slide 18: http://www.rewe-group.com/typo3temp/pics/29ee9d63ae.jpg !Slide 19: http://www.jilsander.com !Slide 20: http://img.wallpaperstock.net:81/espresso-schwarz-wallpapers_32589_1920x1200.jpg !Slide 22: http://www.katvaldez.com/2014/04/spotify-has-finally-launched-in.html
external sources
berlin amsterdam san francisco stuttgart
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Danke.
Pia Betton, Partner T +49 151 419 205 80 !p.betton@de.edenspiekermann.com www.edenspiekermann.com
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