An honest interactive brand consultant

Slide 2: Hi, my name is Henning von Vogelsang.

Slide 3: I am an honest interactive brand consultant.

Slide 4: Honest?

Slide 5: Look at marketing today, and five years ago.

Slide 6: Everything in communications has changed.

Slide 7: People don’t want to be consumers. They want to be people.

Slide 8: People don’t trust you blindly.

Slide 9: People don’t buy into advertising any longer.

Slide 10: People learn, build communities and openly share what they like.

Slide 11: People care more about real things than about fake reality.

Slide 12: People make the pace for your brand, not the other way around.

Slide 13: People make a brand successful.

Slide 14: And this is just the beginning.

Slide 15: We have no choice but to be honest.

Slide 16: How can we be honest?

Slide 17: Being honest means, we stop manipulating and start cooperating.

Slide 18: With brands that mean something.

Slide 19: With marketing that incorporates people’s true opinions.

Slide 20: With websites that are based on needs, not on product features.

Slide 21: With promotions that promote people’s interests.

Slide 22: With strategies that don’t force, but flow with our learnings.

Slide 23: Why?

Slide 24: Let’s talk about disconnection.

Slide 25: When you develop products and a brand strategy, you have to think about the whole chain.

Slide 26: You have to be careful to not get disconnected from what people want.

Slide 27: My cell phone has two cameras. One is a front sided camera for video calls.

Slide 28: I’m a geek. And yet, none of my geeky friends makes a video call.

Slide 29: Manufacturers add video because they can. The technology is there.

Slide 30: Video calls help network providers make more money.

Slide 31: But video calls is not something people need or want today.

Slide 32: What they want is a phone that is easy to use, with a plan that is reasonable for their needs.

Slide 33: This is what disconnection is all about.

Slide 34: The corelation of product, brand and experience is a chain reaction that ripples back and forth.

Slide 35: You can’t ignore one part of the chain.

Slide 36: Let’s talk about corelation.

Slide 37: People perceive your products, brands, services and communication as your interaction with them.

Slide 38: People like brands for what they see in them.

Slide 39: Their view is based on the experiences they had with a brand, like a brother or sister in your family you grew to love.

Slide 40: This has potential for a great relationship, but it is dependent on your honesty and commitment to what they want.

Slide 41: Using media as a one-way lane limits your influence.

Slide 42: It is crucial you develop a true relationship. Which means more than a monologue like in traditional advertising.

Slide 43: It involves people who care about your products, their true opinions, and your interaction with them.

Slide 44: If you don’t care about being in touch with them, people will stop caring for you.

Slide 45: If you respect the relationship of people, products and brands, you can benefit from it.

Slide 46: Brand Strategy User Experience System Design What is the core What is it people How can I of my product or really want to do transport that in brand? with my stuff? various media?

Slide 47: How you act will get back to you, which will show in sales.

Slide 48: The Web can be a key element that brings it all together.

Slide 49: So all we need is a couple of slides with a few cool statements?

Slide 50: No.

Slide 51: You need someone who understands your audience.

Slide 52: Someone who knows your clients better than they know themselves.

Slide 53: Someone who does branding, knows advertising and is interactive.

Slide 54: Last but not least, someone with passion and love for all of this.

Slide 55: When can we start working together?

Slide 56: Examples Brand Strategy User Experience System Design Concentrating Being open and The advantages three disciplines interacting as a of consistent in one brand. key element. design patterns.

Slide 57: Brand Strategy For my work with brands, strategies and interaction, I created the brand core. The core strategy is speaking clearly through the brand itself. • Finding the core of your product, brand or idea • Sticking to what we learn about the core • Being honest with the people interacting with the brand

Slide 58: Our communication brief is a result of a workshop with the client. We set the goals based on the core of what makes people and a brand interact. The idea is to create something people really want.

Slide 59: User Experience For JWT Zurich, I developed a new concept for their website, which was revolutionary compared to how advertising agencies usually present themselves. • Integrated blogging- and gallery-site • Ad- and content rating • Conversations • Links to related content from external sources

Slide 60: Almost every ad agency-website follows the same pattern: Interaction is limited to clicking. JWT got a true conversation website, giving space to opinions, letting people rate and allowing third-party content.

Slide 61: System Design Wis.dm in Boston needed an improved website with a new interface, using a set of design patterns with consistent shapes, typography, colors and icons. • Design patterns improved Login Join Account About Contact Help You Fans People Message Center Tools Daily wis.dm Collective wis.dm My wis.dm consistency of behavior Bio Portfolio Blog Interests Contacts Tags Invitations and experience Featured Member What you can do Lilian Archer Spread wis.dm Collect wis.dm, share it and “I love my blog. It’s great to let my friends know about see what other members find • Colors, icons and other my life, and it helps me to better understand myself.” interesting. Be yourself Upload your pictures, show Are you a college student or recent graduate starting to think people who you are, what you do and what you love. form elements were about the future? Use the services you know already, like Flickr Wis.dm is a social network, that enables you to: Share your stuff and integrate meet others who think like you and are interested in similar things the services you know and love. defined with purpose and share some of the most relevant and intriguing content on the web Take the tour develop and show your more intellectual side We’ve just gotten started. If you’d like to join, request an invite now. expression wis.dm 100

Slide 62: Core redesigned the website, creating a design system based on people’s needs, with great care for usability, to improve the experience of product and brand. Navigate logically Meta Navigation global Navigation local Content Intuitive access Dive intuitively

Slide 63: Strengths • Clear, logical thinker • Pragmatic, goal oriented • Develops intelligent concepts • Project-oriented, flexible in team work • High degree of creativity • Great in strategy and • A skilled writer consulting • Ability to simplify the complex • Excellent in development of • Compelling presenter information architecture, user experience, good usability • Strong leadership qualities

Slide 64: Experience • Deep knowledge of Web, its • Former executive board history and the current member of JWT Zurich developments • Fluent in writing and speaking • 17 years experience in English and German advertising and branding • Proficiency in Windows and • 8 years experience focused on Mac OS interactive • Ability to hand-code XHTML • Extensive experience in sales and CSS from scratch talks and client guidance

Slide 65: Background Award-winning creative director in advertising

Slide 66: Objective I help people, companies and brands understand how people use the Web, and guide them to create better experiences.

Slide 67: Thank you for listening.

Slide 68: © core 2005-2007 The use of content or elements of this presentation is not allowed without written permission by core. Ohne schriftliche Erlaubnis durch core ist es nicht gestattet, Inhalte oder Teile dieser Präsentation zu verwenden. Protected by a Creative Commons License Henning von Vogelsang core / corebasis@gmail.com / phone +41 78 843 0838