experience design - Nathan Shedroff

" one aspect of an experience that can make it surprising and amazing is that of confronting one's beliefs"

"Data is not information."

"Information is the beginning of meaning"

"Information is data put into context"

"We all create information on some level, though most of us aren't consciously aware of doing so."

"We feel a difference when we feel understood, and frustration if we are not."

"A definition of knowledge cold be "sufficiently generalized solutions gained through experience".

"Knowledge is increasingly personal" and easy to access.

"Knowledge also builds upon itself, making it increasingly easier to acquire more knowledge."

"The Persuaders" a Timeline documentary

- In terms of advertising and how exposed we are to new messages and symbols everyday, we are definitely experiencing a "clutter crisis". The more ads, slogans, posters and other "flashy" material around us, the more immune we become to them. We stop paying attention, and advertisers have to create more clutter, in their attempt to keep us focused. The more messages they create, the more they have to follow that up with new messages, to keep us to reach us. It is a vicious circle of clutter. Most attempts to break through from the clutter, results to more clutter. They have blurred the line between programming and product. It is not about the quality of a specific brand, but on the amount of time we are exposed to it. It reminds a bit of brainwashing. So we have this battle of so many promotional material, fighting for our attention. Again, most attempts to break through from the clutter, fail; they become part of the clutter! (Song airlines example)

- When a culture becomes advertising friendly, there is no culture at all. Advertising does not want to fill the atmosphere with branding, but wants to become the atmosphere.

- Brands nowadays communicate on another lever, beyond the self explanatory. In the 50's and 60's it was about what the product did. ("cleaner", "brighter", "better"), while in the 90's it started to be about what the product meant. The creation os "Superbrands" was the result. (what was it about? Benetton / Nike / etc.). Marketing was engaging a pseudo-spiritual sense)

The brand manager had to create and maintain a whole meaning. There are examples that some marketers studies the dynamics and characteristics of cults, and applied them to brands. (sense of belonging, joining in, family). (Saturn homecoming example). That lead to emotional branding. A brand was inviting people to a whole lifestyle (iPod, white earphones etc.)

- Nineties - Kevin Roberts of Saatchi & Saatchi claimed that he had the magic solution for successful and always profitable brands. He created the term "lovemarks" for brands whose followers show "loyalty beyond reason". These brands project a sense of mystery, sensuality and they live in an iconic place within our consciousness. And any marketing, design and advertising effort can build a mystery as long as they believe in it. We are moving from brands to experiences.

- TV ads are staring to become a less popular platform of brand communication. We do not like neither do we see a lot of ads anymore; we can even customize our TV cable providers not to show ads. So the ad business had to find new ways to penetrate their messages to us. That happened through product placement in entertainment shows, and marked the beginning of a business venture between the branding world and the a advertising business. (Absolut vodka / storyline behind it / integrate products into TV programs). Branding executives even have access to the pilot scenarios of TV shows, so they know in advance in what TV show and when, their brand would look good and become more profitable. But the public is not always convinced with these techniques and does not always consider them dignified. The key to successful integration of branding in entertainment is that it has to be seamless and look natural. The next step was the creation of a hybrid between ad and movie, the "webisode" that was artistically great and made a good impact. It had a "to be continued" feel and was distributed online (BMW example). Consumers want to be entertained!

- Consumers want to get what they want and that is why brands are starting to exercise the technique of listening. Data analysts know what people want and what they will probably want in the years to come (Acxiom example). But now the providing of information is passed on the consumer. This will give him a voice, and a feeling that brands need him. We need to feel useful and smart. And by giving us "voice", we get attached to brands and become loyal followers.

Public Branding

Seth Godin's "Brands in Public", (a website that allows consumers to make comments about brands, and where brands have their own individualized "hubs" within the site) and Microsoft's reaction. We are always talking about brands, but what happens if everyone talks in public?

Something to consider: People are talking about the products and services; the vital parts of a brand. Do consumers care about design?

The Information Revolution and the New Consumer

With the Internet providing a mass amount of free information, there is a question on what the future of traditional media companies would be. If we can access online newspapers and magazines, an other information websites (like user generated content websites like Wikipedia) for free, why would we buy traditional print media and even books. Students are using less the library facilities available to them, in favor of the Internet, where free information is in abundance. This information revolution is also seen in the visual aspects of branding and advertising. All the information a consumer needs about a brand or a product is online. The website is undoubtedly the main information provider. A brands presence in print media, radio, television, outdoor branding etc., has to be purely connotative. It has to attract attention, and once this is gained, the customer candidate will collect all the information regarding the product or brand online.

HTC is a mobile device company that does exactly the same. The new TV ad focuses on attracting the public's attention through personalized features and common experiences people face when opting to use their mobile phones. All the information is on their website.

Branding and simplicity

Maybe an element of future branding, simplicity can have two meanings. Our brand does not scream, it focuses on the substance. But, although it may look strict and non personal. If a brand needs to be relevant to peoples lives, it has to contribute to the easing of the busy and loud branding world, and leaves room for customization.
Maybe brands will need to quiet down and listen.

"When designed correctly, the brand experience should feel completely seamless and natural for its audience" - Steve Liska

Brand as a standard, as an authority.

Big brands claim their success as being the leaders in a market. Starbucks is the authority of coffee, Coco Cola of soft drinks, Dell of personal computers and so on. The public will trust them, due to their expertise, and let us not forget that it feels good to follow the leader! But the public gets easily bored. Maybe the most popular becomes a usual commodity. Consumers will need a refreshed version. Being underground, especially for young consumers, is desirable. Especially in big city centers where the need for differentiation is evident, the outsider may be considered more "hip" and modern. A fresh approach that contradicts the well known, established brands. It is all about the "anti-standardization" of brands.

What people think.

What do brand users think and what relevant to their brand. When you know what people need, desire and thing, that you can be a top designer and creative director. Design is a combination of creative thinking and an obsession to observe what people are doing, needing and how they function. The brand essence and experience is all about buying more that just product. It s about attaining status, security, self esteem, etc. Brands have tangible and non tangible assets. (Mac example). As design analyst Denise Anderson would say: "There is no brand experience without design".