Betekenisvol Ontwerpen in de Stad: Betekenisvolle merkervaringen
Meaningful Advertising: Pervasive Advertising in the Experience Economy Peter van Waart, Rotterdam University of Applied Sciences Ingrid Mulder, TU Delft Workshop Betekenisvol Ontwerpen in de Stad Rotterdam, 13 november 2009
no escape from advertising? nobody wants to escape from meaningful advertising! meaningful advertising ?
experience human values meaning brands, advertising
What is Experience? [email_address] Experience = Erlebnis Meaningful Experience = Erfahrung
The Experience Economy Pine & Gilmore, The Experience Economy , 2000. Illustration: firstname.lastname@example.org
Experience duration <ul><li>The experience of a hotel stay is more than just sleeping at night. Also the phases before and after are part of the experience. </li></ul><ul><li>During the experience, you interact with the product, service or brand through touchpoints . </li></ul><ul><li>What you will remember is your emotional experience . </li></ul>illustration: Anita Wheeler, Designing Brand Identity , 2006. Shedroff et.al., Making Meaning , 2006.
Human values drive behaviour (lifestyle) <ul><li>Lifestyles </li></ul><ul><ul><li>Play a crucial role in people’s daily life . </li></ul></ul><ul><ul><li>People present themselves in social interactions through consumption of specific products (fashion, music, furniture, etc.). </li></ul></ul><ul><ul><li>Members of the same lifestle group share preferences, norms and values . </li></ul></ul>Bourdieu, Distinction , 1984.
Mentality® Motivaction Value-based segmentation in brand strategy
<ul><li>Human beings act toward things on the basis of the meanings that the things have for them </li></ul><ul><li>These meanings are a product of social interaction in society. </li></ul><ul><li>These meanings are modified through a process of interpretation , which each individual deploys when dealing with the things that s/he encounters. </li></ul>George H. Mead. Mind, Self and Society (1934). The Philosophy of the Act (1938). Meaning is in the mind of the beholder
Meaningful when adapted to human values <ul><li>Needs </li></ul><ul><li>Goals </li></ul><ul><li>Motives </li></ul><ul><li>Human values </li></ul>P. Desmet. Model of product emotions. 2002. TU Delft. Products Agents (organisations, groups, brands) Events appraisal: non-intellectual, automatic evaluation of the significance of a stimulus for one’s personal well-being ‘ the felt tendency toward anything intuitively appraised as good (benificial) or away from anything intuitively appraised as bad (harmful)’(Arnold, 1960, in: Desmet, 2002) meaningful
Meaningful brands, meaningful advertising Collected by Martien Heijmink
buy adds sell more products make profit TV industrial complex Advertising in the era of TV distribute products S. Godin. Purple Cow . 2005. persuasive advertising
Advertising in the era of Experience Economy meaningful advertising human values brands meaning
Remember…meaning is in the mind of the beholder <ul><li>We cannot design an experience, but we can design for an experience </li></ul><ul><li>Experiences evolve from the interaction between current stimuli and personal history and set of values </li></ul>
Meaningful pervasive systems Those pervasive systems and applications that enhance social capital as collective goods involving shared goals and values and social norms of reciprocity, are most usable to be of meaning over time Carroll, J.M. & Mentis, in: Schifferstein et al., 2008
Orchestrating touchpoint interactions <ul><li>Powerful media constitute experiences </li></ul><ul><li>by addressing people’s: </li></ul><ul><ul><li>intellect </li></ul></ul><ul><ul><li>emotions </li></ul></ul><ul><ul><li>physical experiences </li></ul></ul>Highland & Yu. Communicating Inner Experience with Video Game Technology . 2008. Illustration: Sylvia Delissen. How to plug the gap between promise and proof . Graduation project, 2009.
<ul><li>be of meaning for people with your brand </li></ul><ul><li>orchestrate touchpoints for </li></ul><ul><li>interaction with and between people </li></ul><ul><li>let touchpoints address people at an intellectual, emotional and physical level </li></ul>Meaningful advertising
The end and the beginning of meaningful advertising!
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