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Brand & UX: Toward a New Interpretation (Version 2)
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Brand & UX: Toward a New Interpretation (Version 2)

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  • 1. B".,-(C(DEF(G#H."-(.(I%H(1,&%"$"%&.:#, #"(G0%(;.72%(J5/0#&#K(B%&H%%,(DE(C(B".,- Version 2: A Work-in-Progress !"%2%,&%- ;%3"+."(<=>(<?@A !"#$%&"()#*%+,)#%-./)#0)12)%30#)245# *#+,-."/0(12#3."!"#$%"&(#)(*#+,-."/0(12#3."4(!"5657%8%-(.,-(/#,9-%,:.74
  • 2. R- 6%754)%45%8)")#, - %- LMN(1OP(QMR*1IS(R(LT*UV1IV!*TS*WQQ This presentation sprang from a discussion I led at UXCampDC in January, 2013. The reaction to that talk, and the subsequent popularity of the supporting deck on SlideShare, made me think I was onto something. The idea that Brand and UX share a common goal may not be revelatory, but not enough of us with a say in the matter are talking about it. As I continue to develop my thinking around this topic, I plan to share my research and respond to feedback. Please continue to send me your thoughts, critical or otherwise. - Mark @mbadger mbadge@gmail.com! !"#$%"&(#)(*#+,-."/0(12#3."4(!"5657%8%-(.,-(/#,9-%,:.74
  • 3. 1,&"#-+/:#,2(C(B./X8"#+,- Y"#+,-."/052#3." YK3.-8%"" !"#$%"&(#)(*#+,-."/0(12#3."4(!"5657%8%-(.,-(/#,9-%,:.74
  • 4. 6()129%:;)#;0)< 1IG*TJDZG1TIQ(C(BRZUS*TDIJ =>5%=)%6#) We are a modern agency of 3,000 creatives and creators with digital at its core. =>)#)%=)%6#) Located in Boston, Chicago, Denver, Detroit, New York, San Francisco, and 34 countries around the world. =>"4%=)%35 Roundarch Isobar conceives, designs, and builds digital experiences for the world’s largest organizations. We create integrated marketing campaigns, enterprise web applications, and digital products.# !"#$%"&(#)(*#+,-."/0(12#3."4(!"5657%8%-(.,-(/#,9-%,:.74*#+,-."/0(12#3."(52(&0%(I#"&0(RK%"5/.,(5,/.",.:#,(#)(H0.&(52(X,#H,(87#3.77(.2(12#3."4(1(756%(5,(*5/0K#,-([#"(H577(20#"&7>(3+&(1(.K(.]75.&%-(.,-(H#"X(#+&(#)(&0%(B#2&#,(#]/%4
  • 5. =)%<5#$%<04>%?@5A"@%BCCC%)1DD),%"1%@"#()%(5;)#1E)14%5#("10F"D51, 1IG*TJDZG1TIQ(C(BRZUS*TDIJ$ !"#$%"&(#)(*#+,-."/0(12#3."4(!"5657%8%-(.,-(/#,9-%,:.74L%(./&+.77(0.6%(.(,+K3%"(#)($"#^%/&2(&0.&(H#+7-(2%"6%(.2(/.2%(2&+-5%2()#"($#5,&2(K.-%(5,(&052(-%/X4(W_$%/&(&0#2%([.,-(#&0%"2(&#(9,-(&0%5"(H.(5,&#(&0%(,%_&("%6525#,4
  • 6. !"#$%&"()#*%+GHI#)"D;)%30#)245# 1IG*TJDZG1TIQ(C(BRZUS*TDIJ =<V`@( -".H @a`<( $"#8".K @a`=( -%258, @aab( H%3 @aa=( .$$2 <??@( 2#7# <??c( 5.d+_ <?@@( -5"%/&% !"#$%"&(#)(*#+,-."/0(12#3."4(!"5657%8%-(.,-(/#,9-%,:.74P(3./X8"#+,-(K.e%"2(#,7(5,2#)."(.2(#+(X,#H(&0.&f75X%(K.,(DE($"./::#,%"2(#)(K(8%,%".:#,f1(-5-(,#&(%,&%"(DE(65.(MZ1>(g53Q/5>(#"(Z#8Q/54(1(0.6%(.(-%258,(3./X8"#+,-([."/05&%/&+"%>(3(%-+/.:#,(.,-(%6#76%-()"#K(652+.7(-%258,%"(&#(H%3(-%258,%"(.,-(%6%,&+.77(5,&#(#+"(2#V/.77%-(h+2%"(%_$%"5%,/%i(-52/5$75,%4(1,(.(K#K%,&>(1O77(&.7X(.3#+&(H0%"%(1(&05,X(&0%(-56525#,(3%&H%%,(K."X%:,8d.-6%":25,8(.,-(DE(#"585,.&%-(5,(&0%(-585&.7(2$./%4(T"(.&(7%.2&>(H0%,(5&(3%/.K%(.$$."%,&(&#(K%4
  • 7. !"#$%&"()#*%+GHI#)"D;)%30#)245# 1IG*TJDZG1TIQ(C(BRZUS*TDIJ =<V`@( -".H @a`<( $"#8".K @a`=( -%258, @aab( H%3 @aa=( .$$2 <??@( 2#7# <??c( 5.d+_ <?@@( -5"%/&% !"#$%"&(#)(*#+,-."/0(12#3."4(!"5657%8%-(.,-(/#,9-%,:.74P(3./X8"#+,-(K.e%"2(#,7(5,2#)."(.2(#+(X,#H(&0.&f75X%(K.,(DE($"./::#,%"2(#)(K(8%,%".:#,f1(-5-(,#&(%,&%"(DE(65.(MZ1>(g53Q/5>(#"(Z#8Q/54(1(0.6%(.(-%258,(3./X8"#+,-([."/05&%/&+"%>(3(%-+/.:#,(.,-(%6#76%-()"#K(652+.7(-%258,%"(&#(H%3(-%258,%"(.,-(%6%,&+.77(5,&#(#+"(2#V/.77%-(h+2%"(%_$%"5%,/%i(-52/5$75,%4(1,(.(K#K%,&>(1O77(&.7X(.3#+&(H0%"%(1(&05,X(&0%(-56525#,(3%&H%%,(K."X%:,8d.-6%":25,8(.,-(DE(#"585,.&%-(5,(&0%(-585&.7(2$./%4(T"(.&(7%.2&>(H0%,(5&(3%/.K%(.$$."%,&(&#(K%4
  • 8. 30,2@"0E)#J%6E5#/>5K,%3)L10D51, WITDSM(WJ1GT*1Rg1j1IS444gWGOQ(SWG(TI(L1GM(1G All definitions of UX appearing in this work are amorphous. Any resemblance to actual disciplines, living, dead, or evolving is purely coincidental.& !"#$%"&(#)(*#+,-."/0(12#3."4(!"5657%8%-(.,-(/#,9-%,:.74Q$%.X5,8(#)(.K#"$0#+2(-%9,5:#,2>(1(H.,&(&#(&.7X(.(75e7%(.3#+&(K."X%:,8(.,-(DE(3%)#"%(H%(-58(K#"%(-%%$7(5,&#(3".,-(.,-(DE4
  • 9. P."X%:,8(C(DE R(7#,8>(7#,8(:K%(.8#444 !"#$%"&(#)(*#+,-."/0(12#3."4(!"5657%8%-(.,-(/#,9-%,:.74
  • 10. M)/"#"4)%"4%&0#4> PR*UWG1IS(C(DE K."X%:,8 k.20 5K.8%2 H%3 MGPg )#"K2 +:75&( !"#$%"&(#)(*#+,-."/0(12#3."4(!"5657%8%-(.,-(/#,9-%,:.741,(2#K%(H.2>(&052(25K$7%(-5.8".K(52(l+5&%($"#6#/.:6%4(;5"2&>(5&(2%%K2(&#(.22%"&(&0.&(&0%(-52:,/:#,(3%&H%%,($"#-+/&(.,-(K."X%:,8([K#"%(#"(7%22(#"585,.&%-(H5&0(&0%(H%34(T365#+27>(&0.&O2("5-5/+7#+24(G0.&(2.5->(D2%"(W_$%"5%,/%(%6#76%-(#+&(#)(&0%(5,&%"2%/:#,(#)(6."5#+2(-585&.7(-%258,(-52/5$75,%2(&0.&()#+,-(&0%"%(K#2&(/#KK#,(#"585,(5,(&0%($"#75)%".:#,(#)(&0%(H%3(3./X(5,(&0%(K5-Va?24(G0%(-5.8".K(.72#(2+88%2&2(&0.&()#"K2(.,-(k.20(."%(2#K%0#H(-52:,/&(%_$"%225#,2(#)(H%3(&%/0,#7#8([.K#,8(#&0%"($#22537%(/"5:/52K2>(3+&(1(&05,X(&0%(&H#(&%/0,#7#85%2(."%(%K37%K.:/(#)(.()+,-.K%,&.7(2$75&(5,(0#H(&0%(H%3(3%8.,(&#(3%(%_$7#5&%-(3(/#K$.,5%2(-+"5,8(&0%(7.&%(a?2(.,-(%."7(<???24
  • 11. N5<%45%O0@@%"%M4"#4PK/%01%M0.%!514>, PR*UWG1IS(C(DE)* !"#$%"&(#)(*#+,-."/0(12#3."4(!"5657%8%-(.,-(/#,9-%,:.74G052(275-%("%.77(#,7(K.X%2(2%,2%(H0%,($"%2%,:,84(G0%(RJJ(1,/(25&%(H.2(K(6%"(9"2&(H%3($"#^%/&>(.,-(5&(H.2($"%-#K5,.,&7(.(K."X%:,8(6%05/7%4(B(&0%(:K%(&0%(2K.77(2&."&V+$(1(^#5,%-(3%8.,(H#"X5,8(#,(P"Q$#"&24/#K>(H%(0.-(2&+K37%-(5,&#(2#mH."%(-%6%7#$K%,&>(.(-#K.5,(#+"(75e7%(hH%3(-%258,i(9"K(H.2(,#&(H%77(%l+5$$%-(&#($"#-+/%([,#&($"#9&.37>(.,H.4
  • 12. QR%4>5K(>4%>)%<",%(501(%45%4"@$%"A5K4%&#"1%"1%+G*%154%E"#$)D1(ST PR*UWG1IS(C(DE @4 B#&0(K."X%:,8(.,-(DE(."%(.3#+&(&"5,8( &#(-%9,%(&0%(%_$%"5%,/%(#)(.(/#K$.,O2( $"#-+/&(#"(2%"65/%4(D7:K.&%7>(&0%(."%( 3#&0(.3#+&(&0%(3".,-4 <4 G".-5:#,.77>(&0%(P."X%:,8(J%$."&K%,&( 0.2(#H,%-(&0%(h3".,-4i)) !"#$%"&(#)(*#+,-."/0(12#3."4(!"5657%8%-(.,-(/#,9-%,:.74
  • 13. I"1U4%<)%"@@%VK,4%()4%"@51(W PR*UWG1IS(C(DE BRAND UX !"#$%&$!"#($)*"#+,-./$0$1,23$45+63+)! !"#$%"&(#)(*#+,-."/0(12#3."4(!"5657%8%-(.,-(/#,9-%,:.741(-#,O&(K%.,(&#(2+88%2&(&0.&(&0#2%(/0."8%-(H5&0(#6%"2%%5,8(&0%(3".,-(.,-(&0#2%("%2$#,2537%()#"(/"%.:,8(h+2%"(%_$%"5%,/%2i(/.,O&>(-#,O&>(#"(0.6%(,#&(/#77.3#".&%-4(B+&(1(&05,X(5&(52().5"(&#(2.(&0.&(&0%("%7.:#,205$(52(#m%,444)".+80&(.,-(/#,&%,:#+24(R,-(%&4442&".&%85/(&05,X%"2()"#K(3#&0(/.K$2(2%%K(&#(3%(n%"#5,8(5,(#,(&0%(2.K%(&."8%&4
  • 14. G0%(B".,-(W_$%"5%,/%)" !"#$%"&(#)(*#+,-."/0(12#3."4(!"5657%8%-(.,-(/#,9-%,:.74
  • 15. :1)%3)L10D51 GMW(B*RIJ(WE!W*1WIZW K +,-./01,23,/,45.36073,89:,;55<208,/-69:,/, 4.619=:>,35.?2=5>,6.,6.8/02@/A60BC , BRAND , D,E/.:F,G59H525.>,!"#$%&()$*+,I!**"J)# !"#$%"&(#)(*#+,-."/0(12#3."4(!"5657%8%-(.,-(/#,9-%,:.74G0%()+,-.K%,&.7("%$+&.:#,(#)(.(3".,-(52(,#&(3.2%-(#,(H0.&(&0%(K."X%:,8(#"(.-6%":25,8(2.2(.3#+&(5&>(5&(52(3.2%-(#,(&0%(/+2&#K%">(&0%(/#,2+K%">(&0%(o+2%"op2(%_$%"5%,/%(#)(&0.&(/#K$.,p2($"#-+/&(#"(2%"65/%4(
  • 16. N5<%4>)%X)#2)/D51%5Y%4>)%&#"1%R,%I#)"4) GMW(B*RIJ(WE!W*1WIZW COMPANIES Z#,&%,& !"#-+/&2 Q%"65/%2 W_$%"5%,/%2 q5%H%" B+%" Z75%,& )*6&723+& PEOPLE R+-5%,/% D2%" Z+2&#K%")$ !"#$%"&(#)(*#+,-."/0(12#3."4(!"5657%8%-(.,-(/#,9-%,:.74g%&O2(2%%(0#H(&0.&($7.2(#+&(./"#22(-5r%"%,&(&$%2(#)(/#K$.,5%2>(5,(&%"K2(#)(0#H($%#$7%("%7.&%(&#(&0%5"($"#-+/&2(.,-(2%"65/%24
  • 17. 30,014)#E)0"D1(%I51,KE)#%X)#2)/D51 GMW(B*RIJ(WE!W*1WIZW COMPANIES Z#,&%,& !"#-+/&2 Q%"65/%2 W_$%"5%,/%2 8,-,/59$:;"3+,36<3&([5,(#&0%"(H#"-2444DE)% q5%H%" R+-5%,/% PEOPLE !"#$%"&(#)(*#+,-."/0(12#3."4(!"5657%8%-(.,-(/#,9-%,:.74 B+%" D2%" Z75%,& Z+2&#K%" )*6&723+&1,/"%.25,87>(.77(&0%2%(&$%2(#)(/#K$.,5%2(#H,(&0%(K.,5)%2&.:#,(.,-(-%756%"(#)(&0%5"($"#-+/&(5,(&0%(-585&.7(2$./%>(.,-(&0%($%"/%$:#,(#)(&0#2%(/#K$.,5%2([.2(3".,-2(3%85,2(&#(5,/#"$#".&%(&0#2%(6%"(/0.,,%7>(,#&(^+2&(&0%($"#-+/&2(#"(2%"65/%2(&0%(."%(5,&%,-%-(&#(-%756%"4((Q#>(3%/.+2%(#)(&0%(-585&.7(%6#7+:#,(#)(K#"%(&".-5:#,.77(-%756%"%-($"#-+/&2(C(2%"65/%2>(/+2&#K%"(&#+/0$#5,&2(."%(,#H(#m%,(5,5:.77(.,-(2#K%:K%2($"5K."57(-585&.74(L0#(0.2(3%%,(-%9,5,8(&0%(%_$%"5%,/%2(."#+,-(&0#2%(-585&.7(&#+/0$#5,&2s(D2%"(W_$%"5%,/%($"#)%225#,.724
  • 18. R- 30,014)#E)0"D1(%I51,KE)#%X)#2)/D51 - %- GMW(B*RIJ(WE!W*1WIZW COMPANIES Z#,&%,& !"#-+/&2 Q%"65/%2 W_$%"5%,/%2 8,-,/59$:;"3+,36<3&([5,(#&0%"(H#"-2444DE)& q5%H%" R+-5%,/% PEOPLE !"#$%"&(#)(*#+,-."/0(12#3."4(!"5657%8%-(.,-(/#,9-%,:.74 B+%" D2%" Z75%,& Z+2&#K%" )*6&723+&R2(2#K%(*DE()#7X2(,#&%-(l+5&%(/#""%/&7>(&0%(%_&%,25#,(.,-($%")+25#,(#)(&0%(3".,-(%_$%"5%,/%(5,&#(&0%(-585&.7("%.7K(0.2(.72#(%K$#H%"%-(/#,2+K%"2(5,(&0%5"("%7.:#,205$(H5&0(&0%(/#K$.,5%2(&0%($.&"#,5n%4(1(H577(3%(-%765,8(5,&#(&052("%3.7.,/5,8(#)($#H%"(K#"%(/."%)+77(.2(&052(-%/X(%6#76%24
  • 19. R- I",)%M4K0), - %- RPTIS(GMW(GM1ISQ(LM1ZM(LTDgJ(1P!*TqW(GMW(!*WQWIGRG1TI Note: During the discussion following my presentation, it became obvious that some of most of these ideas would be easier to process in light of real-world examples. As a result, the next iteration of this presentation will feature case studies prominently.) !"#$%"&(#)(*#+,-."/0(12#3."4(!"5657%8%-(.,-(/#,9-%,:.74
  • 20. 35),%4>0,%@55$%Y"E0@0"#W GMW(B*RIJ(WE!W*1WIZW K L35.,5M45.250=5,/.2353,;.6H,:N5,39H,:6:/<, 6;,20:5./=A603,O2:N,/0,6.8/02@/A6073, 4.619=:3,/01,35.?2=53BC , D,P5:5.,E5.N6<@>,,-$.##/$0120 UX)( !"#$%"&(#)(*#+,-."/0(12#3."4(!"5657%8%-(.,-(/#,9-%,:.74G#(&0%(-%8"%%(&0.&(.(-%258,%->(-585&.7(%_$%"5%,/%("%$"%2%,&2(.($"#-+/&(#"(2%"65/%(#)(.(/#K$.,>(5&(0%7$2(/+7:6.&%(&0%("%$+&.:#,(#)(&0.&(3".,-444^+2&(.2(.($025/.7($"#-+/&(#"(2%"65/%(H#+7-4(Q#>(5,(.(H.>(D2%"(W_$%"5%,/%(J%258,(0.2(o.7H.2o(3%%,(.3#+&(&0%(3".,-(%_$%"5%,/%4(B+&(0#H(#m%,(0.2(&052(/#,2/5#+27(3%%,(&0%(/.2%s(M#H(#m%,(-#(&0%(5,$+&2(&0.&(-"56%(&0%(-%258,(#)(&0%(+2%"(%_$%"5%,/%(5,/7+-%(/#,25-%".:#,(#)(&0%(3".,-(2&".&%8>(#)(&0%(+2%"d/+2&#K%"d/#,2+K%"p2($%"/%$:#,(#)(&0%(3".,-s
  • 21. N5<%"%&#"1%!"9%&)%3)L1) GMW(B*RIJ(WE!W*1WIZW Company Brand R3#+&(&0%444 R2$%/&(#)(&0%444 1,&%,:#,()#"444 Z#,&%,&>(!"#-+/&>(Q%"65/% #"(W_$%"5%,/% !%"/%$:#,(#)444 Consumer/User!* !"#$%"&(#)(*#+,-."/0(12#3."4(!"5657%8%-(.,-(/#,9-%,:.74P."X%:,8(.,-(.-6%":25,8(/.,(5,k+%,/%(&0.&($%"/%$:#,>(3+&(./&+.7(%_$%"5%,/%(#)(&0%(/#K$.,(.,-(5&2($"#-+/&2(.,-(2%"65/%2(."%(H0.&(-%9,%(&0%($%"/%$:#,4([;#"(3%e%"(#"()#"(H#"2%4
  • 22. =>)#)%R,%&#"1%-./)#0)12)W GMW(B*RIJ(WE!W*1WIZW Company Brand Experienced R3#+& T) R-6%":25,8 !"#-+/&dQ%"65/% 1,&%,:#, P."X%:,8 J%258, !%"/%$:#, L#"-(#)(P#+&0 *%$+&.:#, X !"#-+/&dQ%"65/% W_$%"5%,/% Consumer/User!) !"#$%"&(#)(*#+,-."/0(12#3."4(!"5657%8%-(.,-(/#,9-%,:.74G052(52(.,(5K$#"&.,&($#5,&F(H057%(&0%(5,&%"./:#,2(3%&H%%,(&0%(/#,2+K%"(.,-(.(/#K$.,5%2($"#-+/&2(.,-(2%"65/%2(K.(&.X%($7./%(5,(.,(K.,,%"(#)(/#,&%_&2(#"(&0"#+80(6."5#+2(K%-5.>(&0%(o%_$%"5%,/%o(#)(&0%(3".,-("%25-%2(H5&0(&0%(/#,2+K%"4(L0%"%(.+-5%,/%(.$$"#$"5.&%>(2%K5#7#8(.,-(K%-5.(&0%#"(/.,(3%(H#"X%-(5,(&#(3./X(+$(&052($#5,&4
  • 23. =>)#)%R,%&#"1%3)L1)*%4>)1W GMW(B*RIJ(WE!W*1WIZW Company Brand Defined R3#+& T) R-6%":25,8 !"#-+/&dQ%"65/% 1,&%,:#, X !"#-+/&dQ%"65/% P."X%:,8 J%258, L#"-(#)(P#+&0 !%"/%$:#, *%$+&.:#, W_$%"5%,/% Consumer/User!! !"#$%"&(#)(*#+,-."/0(12#3."4(!"5657%8%-(.,-(/#,9-%,:.74
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