Hi, my name is
Henning von
Vogelsang.
I am an honest
interactive brand
consultant.
Honest?
Look at marketing
today, and five
years ago.
Everything in
communications
has changed.
People don’t want
to be consumers.
They want to be
people.
People don’t trust
you blindly.
People don’t buy
into advertising
any longer.
People learn, build
communities and
openly share what
they like.
People care more
about real things
than about fake
reality.
People make the
pace for your
brand, not the
other way around.
People make a
brand successful.
And this is just the
beginning.
We have no
choice but to be
honest.
How can we be
honest?
Being honest
means, we stop
manipulating and
start cooperating.
With brands that
mean something.
With marketing
that incorporates
people’s true
opinions.
With websites that
are based on
needs, not on
product features.
With promotions
that promote
people’s interests.
With strategies
that don’t force,
but flow with our
learnings.
Why?
Let’s talk about
disconnection.
When you develop
products and a brand
strategy, you have to
think about the whole
chain.
You have to be
careful to not get
disconnected from
what people want.
My cell phone has
two cameras. One is
a front sided camera
for video calls.
I’m a geek. And yet,
none of my geeky
friends makes a
video call.
Manufacturers add
video because they
can. The technology
is there.
Video calls help
network providers
make more money.
But video calls is
not something
people need or
want today.
What they want is a
phone that is easy to
use, with a plan that
is reasonable for their
needs.
This is what
disconnection is
all about.
The corelation of
product, brand and
experience is a chain
reaction that ripples
back and forth.
You can’t ignore one
part of the chain.
Let’s talk about
corelation.
People perceive your
products, brands,
services and
communication as your
interaction with them.
People like brands
for what they see
in them.
Their view is based on
the experiences they had
with a brand, like a
brother or sister in your
family you grew to love.
This has potential for a
great relationship, but it
is dependent on your
honesty and commitment
to what they want.
Using media as a
one-way lane limits
your influence.
It is crucial you develop
a true relationship.
Which means more than
a monologue like in
traditional advertising.
It involves people
who care about your
products, their true
opinions, and your
interaction with them.
If you don’t care about
being in touch with
them, people will stop
caring for you.
If you respect the
relationship of
people, products and
brands, you can
benefit from it.
Brand Strategy     User Experience     System Design
What is the core   What is it people   How can I
of my product or   r...
How you act will
get back to you,
which will show in
sales.
The Web can be a key
element that brings it
all together.
So all we need is a
couple of slides
with a few cool
statements?
No.
You need
someone who
understands your
audience.
Someone who
knows your clients
better than they
know themselves.
Someone who
does branding,
knows advertising
and is interactive.
Last but not least,
someone with
passion and love
for all of this.
When can we start
working together?
Examples
Brand Strategy      User Experience    System Design
Concentrating       Being open and     The advantages
three ...
Brand Strategy
For my work with brands, strategies and interaction,
I created the brand core. The core strategy is
speakin...
Our communication brief is a result of a workshop
with the client. We set the goals based on the core
of what makes people...
User Experience
For JWT Zurich, I developed a new concept for their
website, which was revolutionary compared to how
adver...
Almost every ad agency-website follows the same
pattern: Interaction is limited to clicking. JWT got a
true conversation w...
System Design
Wis.dm in Boston needed an improved website with
a new interface, using a set of design patterns with
consis...
Core redesigned the website, creating a design
system based on people’s needs, with great care for
usability, to improve t...
Strengths
• Clear, logical thinker            • Pragmatic, goal oriented
• Develops intelligent concepts     • Project-ori...
Experience
• Deep knowledge of Web, its      • Former executive board
  history and the current           member of JWT Zu...
Background




Award-winning creative director in advertising
Objective
I help people, companies and
brands understand how
people use the Web, and
guide them to create better
experiences.
Thank you for
listening.
© core 2005-2007
The use of content or elements of this presentation is not allowed without written permission by core.
Oh...
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An honest interactive brand consultant

  1. 1. Hi, my name is Henning von Vogelsang.
  2. 2. I am an honest interactive brand consultant.
  3. 3. Honest?
  4. 4. Look at marketing today, and five years ago.
  5. 5. Everything in communications has changed.
  6. 6. People don’t want to be consumers. They want to be people.
  7. 7. People don’t trust you blindly.
  8. 8. People don’t buy into advertising any longer.
  9. 9. People learn, build communities and openly share what they like.
  10. 10. People care more about real things than about fake reality.
  11. 11. People make the pace for your brand, not the other way around.
  12. 12. People make a brand successful.
  13. 13. And this is just the beginning.
  14. 14. We have no choice but to be honest.
  15. 15. How can we be honest?
  16. 16. Being honest means, we stop manipulating and start cooperating.
  17. 17. With brands that mean something.
  18. 18. With marketing that incorporates people’s true opinions.
  19. 19. With websites that are based on needs, not on product features.
  20. 20. With promotions that promote people’s interests.
  21. 21. With strategies that don’t force, but flow with our learnings.
  22. 22. Why?
  23. 23. Let’s talk about disconnection.
  24. 24. When you develop products and a brand strategy, you have to think about the whole chain.
  25. 25. You have to be careful to not get disconnected from what people want.
  26. 26. My cell phone has two cameras. One is a front sided camera for video calls.
  27. 27. I’m a geek. And yet, none of my geeky friends makes a video call.
  28. 28. Manufacturers add video because they can. The technology is there.
  29. 29. Video calls help network providers make more money.
  30. 30. But video calls is not something people need or want today.
  31. 31. What they want is a phone that is easy to use, with a plan that is reasonable for their needs.
  32. 32. This is what disconnection is all about.
  33. 33. The corelation of product, brand and experience is a chain reaction that ripples back and forth.
  34. 34. You can’t ignore one part of the chain.
  35. 35. Let’s talk about corelation.
  36. 36. People perceive your products, brands, services and communication as your interaction with them.
  37. 37. People like brands for what they see in them.
  38. 38. Their view is based on the experiences they had with a brand, like a brother or sister in your family you grew to love.
  39. 39. This has potential for a great relationship, but it is dependent on your honesty and commitment to what they want.
  40. 40. Using media as a one-way lane limits your influence.
  41. 41. It is crucial you develop a true relationship. Which means more than a monologue like in traditional advertising.
  42. 42. It involves people who care about your products, their true opinions, and your interaction with them.
  43. 43. If you don’t care about being in touch with them, people will stop caring for you.
  44. 44. If you respect the relationship of people, products and brands, you can benefit from it.
  45. 45. 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?
  46. 46. How you act will get back to you, which will show in sales.
  47. 47. The Web can be a key element that brings it all together.
  48. 48. So all we need is a couple of slides with a few cool statements?
  49. 49. No.
  50. 50. You need someone who understands your audience.
  51. 51. Someone who knows your clients better than they know themselves.
  52. 52. Someone who does branding, knows advertising and is interactive.
  53. 53. Last but not least, someone with passion and love for all of this.
  54. 54. When can we start working together?
  55. 55. 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.
  56. 56. 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
  57. 57. 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.
  58. 58. 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
  59. 59. 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.
  60. 60. 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
  61. 61. 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
  62. 62. 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
  63. 63. 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
  64. 64. Background Award-winning creative director in advertising
  65. 65. Objective I help people, companies and brands understand how people use the Web, and guide them to create better experiences.
  66. 66. Thank you for listening.
  67. 67. © 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

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