What happens when everything is connected to everything.

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2012 RE:DESIGN/Creative Directors Conference, Portland. Abstract: Digital technology and the social web have collapsed the practice (or at least the impact) of brand identity development, advertising, and user-experience design into a creative singularity. A discussion on managing an agile design process (among other things) to keep up.

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What happens when everything is connected to everything.

  1. 1. What happens wheneverything is connectedto everything.
  2. 2. Duncan/Channon  RE:DESIGN Conference  27 October 2012 2the planQuick introPart 1 – New contextPart 2 – New practicesDiscussion
  3. 3. Duncan/Channon  RE:DESIGN Conference  27 October 2012 9What happens when everythingis connected to everything.Digital technology and the social web have collapsedthe practice (or at least the impact) of brandID management, marketing, and UX design intoa creative singularity.Identity + product + marketing
  4. 4. Part 1 – New contextParadigm shift.No room for suck.Fragmentation > Coherence.
  5. 5. See Clay Shirky’s TED Talk on “the transformed media landscape.”
  6. 6. the truthis coming outone wayor another
  7. 7. Duncan/Channon  RE:DESIGN Conference  27 October 2012 13Brands that work. (Stop sucking.)Read Umair Haque on “awesomeness.”
  8. 8. Duncan/Channon  RE:DESIGN Conference  27 October 2012 142008 2015iPhone turns one year old. Smartphones?No such thing as tablet. TV?Twitter at one million users. Robots?Today 100 million. The internet of things? Everything connected.Facebook passes MySpaceas the leading social networkwith 100 million users.Today one billion.
  9. 9. Duncan/Channon  RE:DESIGN Conference  27 October 2012 15Who’s driving?Branding agencyAd agencyMedia planning/buyingPR agencyDesign firmDigital agencyProduct designAnalyticsSocial media snake oiletc.
  10. 10. Duncan/Channon  RE:DESIGN Conference  27 October 2012 16Brand / purpose driven Brand idea / brand purpose Campaigns + programs Overarching and enduring. Designed to fit Allows for flexibility audience and context and provides coherency. – time, medium, etc. Brand ID Brand expression Brand experience Brand action
  11. 11. Part 2 – New practicesBe agile.Build a network.Guanxi.Be yourself.
  12. 12. Duncan/Channon  RE:DESIGN Conference  27 October 2012 20Agile creationBBH: So what exactly might ‘Adaptive Brand Marketing’ be?
  13. 13. Duncan/Channon  RE:DESIGN Conference  27 October 2012 22Agile creation Where and how do we reach those people? In what sequence?What are the near commsand long-term concernsof the business? What are theaccount executional/realization opportunities?Who are we talking to? productionWhat are theyprepared to hear? What is thestrategy creative opportunity? creativeBBH: So what exactly might ‘Adaptive Brand Marketing’ be?
  14. 14. Duncan/Channon  RE:DESIGN Conference  27 October 2012 18The CD (you) =Part product masterOwn the project backlog, create user storiesPart scrum masterManage the team, remove roadblocks
  15. 15. buildDuncan/Channon  RE:DESIGN Conference  27 October 2012 24yournetworkPaddy Ashdown: “The paradigm structure of our time is the network.”
  16. 16. Vulgarity · Modesty · Comedy
  17. 17. Duncan/Channon  RE:DESIGN Conference  27 October 2012 32As ever…Be useful.Be interesting.Be quick.
  18. 18. DiscussionYou buying any of that?
  19. 19. Duncan/Channon  RE:DESIGN Conference  27 October 2012 34DiscussionThe creative process Project managementAn iterative design process versus getting New clients, starting from scratch.everything right all at once. (Pre-guanxi). Selling a discovery phase.Who leads? The CD relative to other Client dashboards, regular check-ins.directors in the organization – planning,creative technology, media, account. Working through silos within our clients’ organizations.All the makers in one place, includingdevs. Challenges when you don’t. Working from a given budget or burn rate versus “estimating.” How much doesImportance of having a sketch of the a website cost? An identity?long-term and iterating that as well. Twopaths running simultaneously – near-term Tracking hours vs value. Eesh.sprint and long-term vision. Setting aside budget for harebrained ideas,Critical importance of measurement/ experimentation?feedback.
  20. 20. Thanks.—@mlemmemlemme@duncanchannon.com

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