Brand Syntax
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Brand Syntax

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Brand Syntax is a thought piece to bring a new perspective to brand strategy and marketing through design,architecture, and data. ...

Brand Syntax is a thought piece to bring a new perspective to brand strategy and marketing through design,architecture, and data.

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  • 1. SHIFTING THE MARKETING MINDSET Thursday, March 27, 14
  • 2. BRANDS STILL OPERATE IN A 2D MODEL Thursday, March 27, 14
  • 3. CONNECT RESULT FLAT EXPERIENCE PERSUADE TARGET HOPE AND WHILE THE 2D MODEL HAS ENABLED BRANDS TO MEASURE SUCCESS, IT’S LIMITED TALK Thursday, March 27, 14
  • 4. THIS ISN’T HOW PEOPLE LIVE THEY LIVE IN A 3D ENVIRONMENT Thursday, March 27, 14
  • 5. A 3D WORLD IS ONE IN WHICH THERE ARE INEXTRICABLE LINKS BETWEEN DESIGN, ENVIRONMENT, AND BEHAVIOR - BOTH INDIVIDUALLY AND SOCIALLY Thursday, March 27, 14
  • 6. AS A RESULT: THE MOST SUBTLE CHANGES HAVE INFLUENCE IN HOW WE LIVE AND EXPERIENCE OUR ENVIRONMENT Thursday, March 27, 14
  • 7. Thursday, March 27, 14
  • 8. SOME NOT SO SUBTLE Thursday, March 27, 14
  • 9. Thursday, March 27, 14
  • 10. IS THE REAL WORLD (3D) SO DIFFERENT FROM THE DIGITAL WORLD? Thursday, March 27, 14
  • 11. LONDON INTERNET Thursday, March 27, 14
  • 12. THE ‘REAL WORLD’ HAS SPECIFIC FORM AND CONTENT, AS DOES DIGITAL Thursday, March 27, 14
  • 13. Thursday, March 27, 14
  • 14. AS WELL AS TOUCHPOINTS Thursday, March 27, 14
  • 15. EVERY PHYSICAL EXPERIENCE HAS A DIGITAL COUNTERPART Thursday, March 27, 14
  • 16. OVER TIME, BEHAVIOR WITHIN DIGITAL AND REALITY HAVE BECOME SYMBIOTIC Thursday, March 27, 14
  • 17. Thursday, March 27, 14
  • 18. DATA HAS GIVEN US A CLEAR UNDERSTANDING OF HOW WE INTERACT WITHIN THOSE ENVIRONMENTS Thursday, March 27, 14
  • 19. Thursday, March 27, 14
  • 20. WHERE AND HOW WE CHOOSE TO NAVIGATE, CONGREGATE AND GIVE ATTENTION IS LARGELY DICTATED BY HOW COMFORTABLE WE FEEL IN A PARTICULAR ENVIRONMENT, THE EXPERIENCE WE EXPECT TO HAVE, AND HOW EASY IT IS TO GET TO A DESTINATION Thursday, March 27, 14
  • 21. MADE POSSIBLE IN THE DIGITAL SPACE VIA PLATFORMS, NETWORKS, APPS, APIs, SITES, ETC. Thursday, March 27, 14
  • 22. WITH THIS IN MIND, HOW DO WE MOVE BEYOND A 2D MODEL TO A PURPOSE BUILT MODEL SUITABLE FOR THE 3D DIGITAL REALITY? Thursday, March 27, 14
  • 23. WE CAN LEARN A FEW THINGS FROM EXPERTS IN THE PHYSICAL WORLD, AND HOW THEIR APPROACHES IN USING DIGITAL/DATA ELICIT PARTICULAR BEHAVIORS BRANDS SEEK TO CREATE Thursday, March 27, 14
  • 24. ONE APPROACH... Thursday, March 27, 14
  • 25. Space Syntax Source: http://www.bartlett.ucl.ac.uk A SET OF THEORIES AND TECHNIQUES FOR THE ANALYSIS OF SPACIAL CONFIGURATIONS; USED AS A TOOL TO HELP ARCHITECTS SIMULATE THE LIKELY SOCIAL EFFECT OF THEIR DESIGNS ALLOWS ARCHITECTS TO ACCESS COMPLEXITY IN A WAY THAT IS COMPREHENSIBLE TO INTUITION Thursday, March 27, 14
  • 26. DISCOVERING THE RELATIONSHIPS BETWEEN AN ENVIRONMENT AND HOW THAT ENVIRONMENT AFFECTS ITS INHABITANTS Thursday, March 27, 14
  • 27. THE SIMPLEST ORDNANCE OF ALL: THE AFFORDANCE TO MOVE IN RESPONSE TO SPACE EVERY ACTION IN A CITY IS IMPORTANT TO HOW IT FUNCTIONS AS A WHOLE EACH PART EFFECTS EACH OTHER THE LIFE OF A CITY COMPRISES OF THE INDIVIDUAL ACTIONS OF THE PEOPLE WITHIN IT EACH PERSON HAS THEIR OWN UNIQUE RELATIONSHIP TO A CITY Source: http://www.bartlett.ucl.ac.uk Thursday, March 27, 14
  • 28. SPACE SYNTAX MEASURES ON THESE AFFORDANCES IT FORMS A PATTERN OF POTENTIAL MOVEMENT AND ACTION IN THE ENVIRONMENT ULTIMATELY, IT IS MEASURING HOW WE ENGAGE, AND ACT WITHIN OUR ENVIRONMENT SUMMARIZING THE POTENTIALS OF LIFE WITHIN PARTICULAR ENVIRONMENTS Source: http://www.bartlett.ucl.ac.uk Thursday, March 27, 14
  • 29. Source: Spacesyntax.com SPACE SYNTAX IDENTIFIES EXISTING JOURNEYS AND PATTERNS Thursday, March 27, 14
  • 30. Source: Spacesyntax.com OPTIMIZING FROM ACTUAL, TO IDEAL (OR POTENTIAL) IN ORDER TO CREATE NEW BEHAVIORS THAT ADD VALUE Thursday, March 27, 14
  • 31. Image courtesy of: spacesyntax.com Thursday, March 27, 14
  • 32. WHAT DOES THIS MEAN FOR BRANDS? Thursday, March 27, 14
  • 33. SHIFT THINKING FROM NOT JUST PUSHING MESSAGES STORYTELLING BUT TO BUILDING PATHS THAT ENHANCE EXPERIENCES DIMENSIONALIZING Thursday, March 27, 14
  • 34. RECOGNIZE INDIVIDUAL ACTIONS AND RELATIONSHIPS TO THE ENVIRONMENT OWNED AND UNOWNED PLATFORMS, SITES, APPS, CONTENT, ETC. Thursday, March 27, 14
  • 35. IN ORDER TO CONSTANTLY OPTIMIZE AND CREATE UNIQUE EXPERIENCES Thursday, March 27, 14
  • 36. AN APP CAN CREATE OR CHANGE THE DIRECTION OF PEOPLE’S MINDSET I.E. THOUGHT PROCESS WITHIN AN ENVIRONMENT GREATER THAN ANY MESSAGING CAMPAIGN BANNER VS. APP Thursday, March 27, 14
  • 37. SOCIAL EMAIL .COM OFFLINE DATA DATA DATA DATA ACTIONS ACTIONS ACTIONS ACTIONS RELATIONSHIP RELATIONSHIP SPACESPACE SPACE SPACE RELATIONSHIP RELATIONSHIP MEASURE, OBSERVE, OPTIMIZE, INSPIRE, ETC. BASED ON INDIVIDUAL AND MASS BEHAVIOR WITHIN THE ENVIRONMENT YOUR BRAND PROVIDES Thursday, March 27, 14
  • 38. THEN HUMANIZE Thursday, March 27, 14
  • 39. “BRAD THE TOASTER” See: http://vimeo.com/41363473 Thursday, March 27, 14
  • 40. CREATE PATHS INTO AN (ECO)SYSTEM I.E. ENVIRONMENT IN A WAY THAT PROVIDES VALUE IN A USERS LIFE IN FUN/RELEVANT/ CONTEXTUAL WAYS Thursday, March 27, 14
  • 41. Thursday, March 27, 14
  • 42. Thursday, March 27, 14
  • 43. Thursday, March 27, 14
  • 44. Thursday, March 27, 14
  • 45. BRANDS HAVE THE ABILITY TO IDENTIFY: WHO THEIR ‘INHABITANTS’ ARE, WHAT NEEDS THEY HAVE, AND BEST WAYS TO SATISFY THOSE NEEDS Thursday, March 27, 14
  • 46. Image courtesy of Ziya Danishmend ALLOWING BRANDS TO INFLUENCE EXISTING AND FUTURE BEHAVIOR Thursday, March 27, 14
  • 47. ALONG WITH THEIR PREFERENCES AND INTERESTS Thursday, March 27, 14
  • 48. CREATING A MORE DIMENSIONALIZED EXPERIENCE ON EVERY PATH A USER DECIDES TO TAKE Thursday, March 27, 14
  • 49. SUMMARIZING THE POTENTIALS OF LIFE WITHIN THE PARTICULAR ENVIRONMENT YOUR BRAND CREATES ACTIVITY Thursday, March 27, 14
  • 50. ACTUAL IDEAL Thursday, March 27, 14
  • 51. GIVE PEOPLE THE AFFORDANCE TO MOVE WITHIN THE ENVIRONMENTS YOU BUILD, AND PROVIDE THEM WITH UTILITY AND VALUE THAT PRODUCES BETTER OUTCOMES IN THEIR EXPERIENCES WITH YOUR BRAND Thursday, March 27, 14
  • 52. CREATING AN ENTIRELY NEW WAY PEOPLE INTERACT AND EXPERIENCE YOUR BRAND, AND BUILD STORIES AROUND IT Thursday, March 27, 14
  • 53. THANK YOU CHRIS LAKE chris.lake@havasww.com @SirPond Thursday, March 27, 14