“Every advertisement should be thought of as a contribution to the complex symbol which is the brand image.” - David Ogilvy
A brand is a system of signs and symbols that engages the consumer in an imaginary/symbolic process that contributes tangible value to a product offering. As a sign system, brand communication is achieved through a complex matrix of signifying elements, including material,structural, conventional, contextual, and performative dimensions. Many organizations and startups make guesses about their brand. They "envision" a name, a mark, a promise, and imagine that it will resonate with consumers. Using Lean Startup and Lean UX concepts of formulating hypotheses, stating assumptions, and testing with customers, enterprise product managers and startup founders can apply a more rigorous approach to building and testing their brand.
Will Evans explores the convergence of practice and theory using Lean Systems, Design Thinking, and LeanUX with global corporations from NYC to Berlin to Singapore. As Chief Design Officer at PraxisFlow, he works with a select group of corporate clients undergoing Lean and Agile transformations across the entire organization. Will is also the Design Thinker-in-Residence at NYU Stern's Berkley Center for Innovation and Entrepreneurship.
Will was previously the Managing Director of TLCLabs, the world's leading Lean Design Innovation consultancy where he has brought Lean Startup, LeanUX, and Design Thinking to large media, finance, and healthcare companies.
Before TLC, he led experience design and research for TheLadders in New York City. He has over 15 years industry experience in design innovation, user experience strategy and research. His roles include directing UX for social network analytics & terrorism modeling at AIR Worldwide, UX Architect for social media site Gather.com, and UX Architect for travel search engine Kayak.com. He worked at Lotus/IBM where he was the senior information architect, and for Curl - a DARPA-funded MIT project when he was at the MIT Laboratory for Computer Science.
He lives in New York, NY, and drinks far too much coffee. He Co-Founded and Co-Chaired the LeanUX NYC conference, and is the User Experience track chair for the Agile 2013 and Agile 2014 conferences.
Introducing The Theory of Constraints
Exploration & Exploitation Mindsets in Design-Driven Enterprises
Redesigned to Disrupt: A Systems Thinking Approach
Design Thinking: Beyond the Bounds of Your Own Head
Introduction to Kanban for Creative Agencies
Framing LeanUX: Epistemology and Complexity in Product Design
Introduction to Lean UX Branding