smash-ability - supporting your brand in the widgetsphere / jenni lloyd / oct 08
TRANSCRIPT
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‘I don’t know where you live’designing for a fragmented world
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hello
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i’m jenni lloyd
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i’m a consultant with social media agency nixonmcinnes
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recent widget projects
sugarscape
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recent widget projects
Global Call for Action against Poverty (GCAP)
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recent widget projects
oxfam festivals campaign
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i’m a designer
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with a social twist
on the web
for businesses
i solve problems
(generally, but not exclusively)
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and i’m a geek
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so i solve problems using technology
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i’ve been playing with digital stuff for a long time
256 colours?
dial-up connections?
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and if there’s one thing that fascinates me
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it’s the way in which all this stuff is constantly evolving
the crap web
the web of data
the static web
the social web
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we’re seeing a fundamental shift
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from a time when we saw our websites as a destination
‘build it and they will come’
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to a recognition that our customers are playing elsewhere
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if we want to talk to them we need to be where the conversation is
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we need to be useful
and we need to be wherever they want us to be
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but we still need to be recognisably us
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in 1915 the brief for the original Coca-Cola bottle demanded a bottle that would still be recognisable even if smashed into 1000 pieces
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widgets are fragments of your brand scattered online
you don’t know where they’ll end up
or what they’ll be surrounded by
you can’t control their context
but they are still part of you
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what’s left when the logo’s gone?
so, is your brand smash-able?
colour?
shape?
sound?
smell?
experience?
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colour
emotional connection so great that heart rates went up 20%
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shape
instantly recognisable by the click wheel –logo’s on the back
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sound
no-one knows what it does – but we all know it’s ins ide
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smell
you might not like it, but you know it’s there
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smell
the smell of playdoh evokes childhood
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experience
leather sofas, music - starbucks own the third space
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how can we build a virtual sense of a product or promise?
how can we be smash-able online?
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every element builds your brand and leaves impressions in users' minds
font
tone of voice
colour
images / icons
promises
participation with no effort
portability
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who’s doing it well? you tell me!
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your brand needs to work extra hard online to compensate
online consumers are less forgiving than they are in the real world
the web is anonymous, isolated and limited in terms of the senses
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example time(sorry if any of these belong to you…)
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full featured desktop application
easyjet
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going the whole hog
UPS
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functional, but anonymous
lastminute.com
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on brand imagery, at least
the Gap
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total consistency
National Geographic Channel
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information overload
Animal Planet
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clear, precise information design
Dorling Kindersley
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Access to news... but fiction too?
the Telegraph
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what next?
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smash your widget just as Coca-Cola smashed its bottle
can you restore a full picture of your brand?
can you reconstruct your message and purpose piece-by-piece?
conduct a smash-ability audit
are you sure you’ll be recognisable, wherever you a re?
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yes?
i’ll get my coat!
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Image credits
crayonshttp://flickr.com/photos/dyanna/10067176/problemshttp://flickr.com/photos/sloth_rider/392367929/sizes/l/dinosaurhttp://flickr.com/photos/kubina/114125566/sizes/o/fascinateshttp://flickr.com/photos/kapungo/2364272931/sizes/o/evolutionhttp://www.aliciapatterson.org/APF001973/Rensberger/Rensberger01/Rensberger02.jpgshifthttp://flickr.com/photos/sanbeiji/220645446/sizes/l/disneylandhttp://www.flickr.com/photos/denn/160596269/sizes/l/playing elsewherehttp://flickr.com/photos/mugley/2227098069/sizes/o/conversationhttp://flickr.com/photos/emdot/32179191/sizes/l/toolshttp://flickr.com/photos/22280677@N07/2504310138/recognisablehttp://flickr.com/photos/fictures/9636812/sizes/o/coke bottlehttp://flickr.com/photos/fazen/163500264/sizes/l/smashedhttp://flickr.com/photos/jef/2335451688/tiffanyshttp://flickr.com/photos/scelera/2465584827/ipodhttp://flickr.com/photos/threefingers/1690036226/sizes/l/intelhttp://flickr.com/photos/malagent/2309412839/sizes/l/subwayhttp://flickr.com/photos/thetruthabout/2801070469/Playdohhttp://flickr.com/photos/tinywhitelights/2593389967/sizes/lstarbuckshttp://www.flickr.com/photos/hamedmasoumi/2080552855/sizes/l/