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 really want to do transport that in
brand? with my stuff? various media?

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 disciplines interacting as a of consistent
in one brand. key element. design patterns.

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

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.

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

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.

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

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

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

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

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.
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