An edited version of my recent presentation at the Customer Experience Management Summit, sharing 5 examples of brands that are using soft power to connect to consumers within a customer experience context

1. During the Cognitive Revolution, our
species created the ability to transmit
information about things that do not really
exist
(adapted from: Sapiens, Yuval Noah Hariari 2011)

2. Strategic design & brand building
Specialists.
Provide rapid response creative
solutions that transform the consumer brand
experience.
Fascinated by the challenges of
designing the brands of tomorrow, today.

3. What is Soft Power?

4. Soft Power =
‘Ethical Persuasion’

5. Making emotional
connections

6. Who’s using it well?

12. Making a beautiful
connection

17. Making a purposeful
connection

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20. USER EXPERIENCE
THE WHO OF LIVE
‘Snacking’ on
experiences
Urban Millennial
Spontaneous after-work
Commuter-customer
Adventurous empty-nester
Spontaneity. Easy transition
from work to bar; from bar to
events.
Style. Loves LIVE and enjoys
participating at events with a
broader/younger demographic.
© Rare Designers Limited

21. USER EXPERIENCE
THE HOW OF LIVE
Service: ‘Personality’ not
Prescription
Space: Flexible and intuitive =
mix of standing and seated
Focus on Food: Updated
presentation of essential ingredients
A Real Bar: A destination in its
own right
© Rare Designers Limited

22. Pizza Express Live USER EXPERIENCE
THE WHAT OF LIVE
Music Comedy Conversation
© Rare Designers Limited

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31. Making an inspiring
connection

35. Pepsi or Heineken

36. Making a relatable
connection

43. Making a Global
connection

44. Soft Power
enables businesses to create
connections
with consumers and win the
‘share of emotion’

45. That’s it, thank you.
James Hirst
Jamesh@rare-design.com
07900 981 785
Brand designers with a specialism for innovation
Find more here: http://rare-design.com/
55 RIDING HOUSE STREET, LONDON W1W 7EE