Defining New Partnerships

First Things First…He’s Ezra Englebardt. He’s Timothy Parcell.He’s the Brand Strategist. He’s the ExperienceHe’s a 1994 graduate of Designer.Space Camp in Huntsville, He’s still regretting finishingAlabama. 6th in his State Spelling Bee. © COPYRIGHT 2012 SAPIENT CORPORATION | CONFIDENTIAL 2

Today’s Program Act 1: Meeting the Problem Act 2: Building the Experiences Act 3: Seeing the Adventures Act 4: Learning the Tactics Encore: Answering the Questions © COPYRIGHT 2012 SAPIENT CORPORATION | CONFIDENTIAL 14

Two Levels?Yes.• As members of a community (a demographic, a psychographic or fancy market segment.)• As an individual (with habits, behaviors and needs.) © COPYRIGHT 2012 SAPIENT CORPORATION | CONFIDENTIAL 34

More About These Guys…As a Brand Strategist, As an Experiencehe uncovers what Designer, he translatespeople want to achieve. what people want into how they will achieve it. © COPYRIGHT 2012 SAPIENT CORPORATION | CONFIDENTIAL 39

That’s Nice. What Do They Really Do?• Conduct user • Conduct user research research• Write briefs • Interpret briefs• Provide insight • Generate Concepts• Ensure design • Design directions direction © COPYRIGHT 2012 SAPIENT CORPORATION | CONFIDENTIAL 40

Wait a minute…That first bullet point was the same. User research is a critical tool of both disciplines. It is not a primary deliverable. The way we listen and our approach is different:  Brand Strategist process in emotional terms and generate insight about why people behave the way they behave.  Experience Designers process in rational terms and build experiences (from retail to web to mobile) that align with the way people behave. © COPYRIGHT 2012 SAPIENT CORPORATION | CONFIDENTIAL 41

Have We Confused You Yet?Beyond roles, activities and approaches, weneed to think differently at different times:Some times we’re divergent — exploring many possiblesolutions. © COPYRIGHT 2012 SAPIENT CORPORATION | CONFIDENTIAL 43

Have We Confused You Yet?Beyond roles, activities and approaches, weneed to think differently at different times:Some times we’re convergent — focusing on the rightsolution. © COPYRIGHT 2012 SAPIENT CORPORATION | CONFIDENTIAL 44

THANK YOU #BIGD12 #NEWPARTNERS Ezra TimothyEnglebardt Parcell@ezra802 @freescribbles

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Defining New Partnerships

by Ezra Englebardt on Jun 01, 2012

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