what happens when everything is connected to everything
DESCRIPTION
2012 RE:DESIGN/Creative Directors Conference, Portland. Abstract: Digital technology and the social web have collapsed the practice (or at least the impact) of brand identity development, advertising, and user-experience design into a creative singularity. A discussion on managing an agile design process (among other things) to keep up.TRANSCRIPT
What happens when everything is connected to everything.
Duncan/Channon RE:DESIGN Conference 27 October 20122
the planQuick introPart 1 – New contextPart 2 – New practicesDiscussion
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What happens when everything is connected to everything.
Digital technology and the social web have collapsed the practice (or at least the impact) of brand ID management, marketing, and UX design into a creative singularity.
Identity + product + marketing
Part 1 – New context
Paradigm shift. No room for suck. Fragmentation > Coherence.
See Clay Shirky’s TED Talk on “the transformed media landscape.”
the truth is coming out one way or another
Read Umair Haque on “awesomeness.”
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Brands that work. (Stop sucking.)
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2015
Smartphones? TV?Robots?The internet of things?
Everything connected.
2008
iPhone turns one year old. No such thing as tablet.
Twitter at one million users. Today 100 million.
Facebook passes MySpace as the leading social network with 100 million users. Today one billion.
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Branding agencyAd agencyMedia planning/buyingPR agencyDesign firmDigital agencyProduct designAnalyticsSocial media snake oiletc.
Who’s driving?
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Brand idea / brand purposeOverarching and enduring.Allows for flexibility and provides coherency.
Campaigns + programsDesigned to fit
audience and context– time, medium, etc.
Brand IDBrand expressionBrand experience
Brand action
Brand /purpose driven
Part 2 – New practices
Be agile. Build a network. Guanxi. Be yourself.
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Agile creation
BBH: So what exactly might ‘Adaptive Brand Marketing’ be?
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Agile creation
BBH: So what exactly might ‘Adaptive Brand Marketing’ be?
What are the near and long-term concerns of the business?account
Who are we talking to? What are they prepared to hear?strategy
Where and how do we reach those people?
In what sequence?comms
What are the executional /realization
opportunities?production
What is the creative
opportunity?creative
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The CD (you) =
Part product master Own the project backlog, create user stories
Part scrum master Manage the team, remove roadblocks
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buildyournetworkPaddy Ashdown: “The paradigm structure of our time is the network.”
Vulgarity · Modesty · Comedy
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Be useful.Be interesting.Be quick.
As ever…
DiscussionYou buying any of that?
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The creative process
An iterative design process versus getting everything right all at once.
Who leads? The CD relative to other directors in the organization – planning, creative technology, media, account.
All the makers in one place, including devs. Challenges when you don’t.
Importance of having a sketch of the long-term and iterating that as well. Two paths running simultaneously – near-term sprint and long-term vision.
Critical importance of measurement/ feedback.
Project management
New clients, starting from scratch. (Pre-guanxi). Selling a discovery phase.
Client dashboards, regular check-ins.
Working through silos within our clients’ organizations.
Working from a given budget or burn rate versus “estimating.” How much does a website cost? An identity?
Tracking hours vs value. Eesh.
Setting aside budget for harebrained ideas, experimentation?
Discussion
Thanks.—@[email protected]