On Wed, March 21 Adrian Ho gave a presentation for Minnesota Interactive Marketing Association's monthly event. The response was super positive, so we thought we'd make the deck available to folks who weren't able to attend!
While delivering experiences has become more critical for brands; changes in technology and culture are reshaping the landscape for how, where and when those experiences can be delivered. This is a practical guide (backed by light theory and example) of how to plan and design modern brand experiences.
Brand experience Dream Center Peoria Presentation.pdf
Modern Experience Design for MIMA - Minnesota Interactive Marketing Association
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Modern Experience Design
MARCH 21, 2018
2. I wrestled a bit with Adrian Ho’s
post on the Zeus Jones blog
on reimagining consumer
journeys as modular entities —
it’s not an especially new
approach outside the advertising
and comms community.
IAN FITZPATRICK
CHIEF STRATEGY OFFICER, ALMIGHTY
”
“
3. I wrestled a bit with Adrian Ho’s
post on the Zeus Jones blog
on reimagining consumer
journeys as modular entities —
it’s not an especially new
approach outside the advertising
and comms community.
IAN FITZPATRICK
CHIEF STRATEGY OFFICER, ALMIGHTY
”
“
This is dedicated to Ian. I agree, and hope
this moves things a bit further!
4. Modern experience design sits at the nexus
of two opposing transformations.
Modern experiences are self-contained,
functional & emotional interactions that
operate at multiple levels of scale.
21. A neuroscience-based framework for decision-
making and its influence by emotion.
Decision-making is a process that is influenced by
marker signals that arise in bio-regulatory
processes, including those that express themselves
in emotions and feelings.
Emotional markers can be
tied to contexts or situations
letting people short-hand
decision-making later on.
SOMATIC MARKER HYPOTHESIS,
ANTONIO DAMASIO
42. Product Dominant Logic
SUPPLY CHAIN COMPANY VALUE CUSTOMER
Brands are a form of value and traditional brands we’re built upon
a 1-way transmission of value from company to consumer.
43. Service Dominant Logic
RESOURCE INTEGRATION RESOURCE INTEGRATION
COMPANY VALUE CUSTOMER
Stephen Vargo and Robert Lusch. Journal of Marketing, January 2004
With the proliferation of interactive media, academics realized
that one way value models needed to evolve.
This gave rise to a new model of co-created value
45. CORE BELIEF
& PURPOSE
PURSUIT PURSUIT
PURSUITPURSUIT
With a “modern brand “model, built
around collaboration with group of
consumers and communities.
46. NCSA Mosaic Web Browser
But in recent years, that company to consumer interaction
has dramatically magnified and fragmented.
47. Now, a wide range of different voices impact and shape a brand’s perceived
value. These can change how people feel about your brand overnight.
48. Service Dominant Logic
RESOURCE INTEGRATION RESOURCE INTEGRATION
COMPANY VALUE CUSTOMER
Stephen Vargo and Robert Lusch. Journal of Marketing, January 2004
So, in the last two years, a new model of value has been
developed and we are moving from co-created value…
49. Customer Dominant Logic
RESOURCE INTEGRATION
COMPANY VALUE CUSTOMER
Kristina Heinonen and Tore Strandvik Journal of Services Marketing, 2015
EXPERIENCE CONTEXT CULTURE
To a world where consumers, their past experience, their context and their
culture have a much larger impact upon value than the company’s activities.
And this means value today is created by consumers and given to brands.
50. CORE BELIEF
& PURPOSE
PURSUIT PURSUIT
PURSUITPURSUIT
So at Zeus Jones, we are evolving our
thinking about brands again. Moving from
isolated, stand-alone brand models…
51. CORE BELIEF
& PURPOSE
CORE BELIEF
& PURPOSE
CORE BELIEF
& PURPOSE
CORE BELIEF
& PURPOSE
CORE BELIEF
& PURPOSE
PARTNER
PLATFORM
OWNED
PLATFORM
OWNED
PLATFORM
PAID
PLATFORM
PARTNER
PLATFORM
PAID
PLATFORM
PARTNER
PLATFORM
CORE BELIEF
& PURPOSE
CORE BELIEF
& PURPOSE
… to networked or ecosystem models that recognize your
brand sits within a world of explicit and implicit
relationships that have huge impact upon how people feel.
53. Elements of a great modern experience:
Self-contained, functional & emotional interactions that
operate at multiple levels of scale.
• Self-contained yet exists within a larger story
• Can deliver upon full scope of “customer journey”
• Separate but related, emotional delivery
• Tailored to the past experience of the customer(s)
• Fits the brand within the context of the customer’s interaction
• Situates the brand within a larger cultural context and set of ideas
55. A functional core like Marriot’s new app that delivers a huge
amount of control and functionality all in one experience.
56. A branding layer like Amex’s “Member Since” —
a completely different message from Visa’s “valid thru”.
57. Put those things together and you get something
like this experience for Triodos.
investingforpeople.com
58. Elements of a great modern experience:
Self-contained, functional & emotional interactions that
operate at multiple levels of scale.
• Self-contained yet exists within a larger story
• Can deliver upon full scope of “customer journey”
• Separate but related, emotional delivery
• Tailored to the past experience of the customer(s)
• Fits the brand within the context of the customer’s interaction
• Situates the brand within a larger cultural context and set of ideas
59. Modern experience design sits at the nexus
of two opposing transformations.
Modern experiences are self-contained,
functional & emotional interactions that
operate at multiple levels of scale.