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Design for an Exploding World Find Your Meaning, Dig the Data & Adapt Page    © 2008 Razorfish. All rights reserved. AIGA “Small Talks, Big Ideas” – San Jose State University 10/22/2009 Razorfish -- Marisa Gallagher, VP User Experience
[object Object],[object Object],Page    © 2009 Razorfish. All rights reserved.
 
 
Page    © 2009 Razorfish. All rights reserved.
Page    © 2009 Razorfish. All rights reserved.
[object Object],[object Object],[object Object],[object Object],Page    © 2009 Razorfish. All rights reserved.
[object Object],[object Object],Page    © 2009 Razorfish. All rights reserved.
What Does Your Brand Mean to Your Customer? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Page    © 2009 Razorfish. All rights reserved.
First -- Go Broad Explore the cultural archetypes and concepts related to a product category or larger industry. Create mood boards and word lists of what you find. Then – Get Specific Do a competitive audit of how others are using archetypes and cultural elements. Look for holes, gaps, and saturation points. Page    © 2009 Razorfish. All rights reserved. How to Use The Questions?
Page    © 2009 Razorfish. All rights reserved. Beverage Culture in Pictures . . .
Page    © 2008 Razorfish. All rights reserved. Beverage Culture in Words . . .
Coke: “Click-snap, Ahhhhhhhh.” Branding the sound of refreshment. Competitive Audit
Snapple: “We found better stuff!” Purveyors of momentary, exotic amusement and chance discovery. Competitive Audit
Y water:  a “new” concept in children’s beverages. A magic potion is a special bottle to transform our kids and the industry. Competitive Audit
[object Object],[object Object],[object Object],Page    © 2009 Razorfish. All rights reserved.
Page    © 2009 Razorfish. All rights reserved. Old Media Is Maimed, Not Dead
Yet, Choose Your Channel Wisely Mass + Passive Channels COMMUNICATION Personal + Interactive Channels PARTICIPATION immersive storytelling location specific ritual, socializing, familiarity connected, tailored, dynamic striking play Page    © 2009 Razorfish. All rights reserved.
Page    © 2009 Razorfish. All rights reserved. Americans under 45 spend more time online than with other media Internet Know How To Reach Your Audience
Europeans over 25 like TV more than the Web, those over 45 like both radio and TV more than the Web Page    © 2009 Razorfish. All rights reserved. Internet Another Good Starting Point . . .
And Keep on Digging . . .  Page    © 2009 Razorfish. All rights reserved.
[object Object],And Digging . . .  Qualitative Research Quantitative Research Good at: ,[object Object],[object Object],Typical set-up: ,[object Object],[object Object],Provides: ,[object Object],[object Object],Downfall: ,[object Object],[object Object],Sample Size ,[object Object],[object Object],Examples ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object],Page    © 2009 Razorfish. All rights reserved.
Get the Feedback Loop Going
Get Your Advocates Energized
Just Do It, Even if You’re Not Nike
Go Cheap: Don’t Build, Don’t Buy
Get Responsive Before It’s Too Late
[object Object],[object Object],[object Object],[object Object],Page    © 2009 Razorfish. All rights reserved.
Thank You ,[object Object],[object Object],[object Object],Page    © 2008 Razorfish. All rights reserved.

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AIGA -- Design for An Exploding World -- Oct 22, 2009

  • 1. Design for an Exploding World Find Your Meaning, Dig the Data & Adapt Page © 2008 Razorfish. All rights reserved. AIGA “Small Talks, Big Ideas” – San Jose State University 10/22/2009 Razorfish -- Marisa Gallagher, VP User Experience
  • 2.
  • 3.  
  • 4.  
  • 5. Page © 2009 Razorfish. All rights reserved.
  • 6. Page © 2009 Razorfish. All rights reserved.
  • 7.
  • 8.
  • 9.
  • 10. First -- Go Broad Explore the cultural archetypes and concepts related to a product category or larger industry. Create mood boards and word lists of what you find. Then – Get Specific Do a competitive audit of how others are using archetypes and cultural elements. Look for holes, gaps, and saturation points. Page © 2009 Razorfish. All rights reserved. How to Use The Questions?
  • 11. Page © 2009 Razorfish. All rights reserved. Beverage Culture in Pictures . . .
  • 12. Page © 2008 Razorfish. All rights reserved. Beverage Culture in Words . . .
  • 13. Coke: “Click-snap, Ahhhhhhhh.” Branding the sound of refreshment. Competitive Audit
  • 14. Snapple: “We found better stuff!” Purveyors of momentary, exotic amusement and chance discovery. Competitive Audit
  • 15. Y water: a “new” concept in children’s beverages. A magic potion is a special bottle to transform our kids and the industry. Competitive Audit
  • 16.
  • 17. Page © 2009 Razorfish. All rights reserved. Old Media Is Maimed, Not Dead
  • 18. Yet, Choose Your Channel Wisely Mass + Passive Channels COMMUNICATION Personal + Interactive Channels PARTICIPATION immersive storytelling location specific ritual, socializing, familiarity connected, tailored, dynamic striking play Page © 2009 Razorfish. All rights reserved.
  • 19. Page © 2009 Razorfish. All rights reserved. Americans under 45 spend more time online than with other media Internet Know How To Reach Your Audience
  • 20. Europeans over 25 like TV more than the Web, those over 45 like both radio and TV more than the Web Page © 2009 Razorfish. All rights reserved. Internet Another Good Starting Point . . .
  • 21. And Keep on Digging . . . Page © 2009 Razorfish. All rights reserved.
  • 22.
  • 23.
  • 24. Get the Feedback Loop Going
  • 25. Get Your Advocates Energized
  • 26. Just Do It, Even if You’re Not Nike
  • 27. Go Cheap: Don’t Build, Don’t Buy
  • 28. Get Responsive Before It’s Too Late
  • 29.
  • 30.

Editor's Notes

  1. ALTERNATE SLIDE IDEA
  2. Snapple: quirky, fun, unexpected, trickster Cultural significance = momentary amusement, a treat – chance discovery. Adventure into exotic, foreign lands