VERSUS: Exploring Opposites & Choosing Sides in the Interactive Industry
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A presentation I gave at the University of Oregon's School of Journalism in November 2013. It covered a number of topics, from what "Interaction is Brand" means to the pros and cons of working at small and large interactive agencies. Links to videos in presentation... Slide 25: Down On Khaki Street, Version One - https://www.youtube.com/watch?v=8OtqtXhOHVQ Slide 26: Down On Khaki Street, Version Two - http://www.adforum.com/creative-work/ad/player/22810/down-on-khaki-street/gap Slide 30: Columbia Omni-Freeze ZERO - https://vimeo.com/92330756 Slide 31: The North Face The Mountains Are Calling - https://www.youtube.com/watch?v=qaBvsYcYyL0
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VERSUS: Exploring Opposites & Choosing Sides in the Interactive Industry
- 1. EXPLORING OPPOSITES & CHOOSING SIDES IN THE INTERACTIVE INDUSTRY /VER SUS Stephen Landau Creative Director & Co-Founder of Substance / findsubstance.com November 22, 2013
- 2. ME ON TWITTER & INSTAGRAM STLANDAU
- 7. 01 192007//
- 9. WE STARTED SUBSTANCE BECAUSE Wefelt there was a better way to work.
- 10. WE STARTED SUBSTANCE BECAUSE Wefelt there was a better way to think.
- 11. WE STARTED SUBSTANCE BECAUSE Wefelt there was a better way to live.
- 12. WE STARTED SUBSTANCE BECAUSE A better way to do better.
- 14. Growth doesn’t mean success. Growth doesn’t mean happiness. Growth means getting bigger. “ ”
- 15. WHY TWELVE? We hired programmers because we realized “interactive brand” is the end product – how something works – not just the thinking and design.
- 16. WHY TWELVE? We hired designers & UX experts because we realized “interactive brand” is how something looks, how something is organized, and how something feels.
- 17. WHY TWELVE? We hired project managers because we realized “interactive brand” only happens through organization.
- 18. WHY TWELVE? We hired testing & quality assurance because we realized “interactive brand” disintegrates at the first non-working experience.
- 19. WHY TWELVE? We can focus on “adventure brands.”
- 20. (We used to say “we work with clients who give a shit” but it ends up we aren’t a good fit for all of those clients.)
- 21. WHY TWELVE? We do our best work for clients we are excited to work with.
- 22. WHY TWELVE? We do our best work on content-rich sites with content management systems.
- 24. WHAT IS BRAND? “A brand is a person’s gut feeling about a product, service or organization.” – Marty Neumeier, The Brand Gap
- 25. VERSION ONE
- 26. VERSION TWO
- 27. WHAT IS BRAND? They’re both selling a feeling (not a product), but which feeling is the right one?
- 28. WHAT IS BRAND? If you’re selling a product you’re not selling a brand; you’re selling a commodity.
- 32. The North Face 33.5%/Columbia 12.5%of 2012 Outdoor Apparel Sales in the United States NYTIMES.COM/2013/11/17/BUSINESS/IN-A-NORTH-FACE-JACKET-A-REVERSIBLE-APPEAL.HTML
- 33. So what is Interaction Is Brand?
- 34. WHAT IS INTERACTION IS BRAND? What has changed are the channels in which this “gut feeling” is influenced and affected.
- 35. WHAT IS INTERACTION IS BRAND? How a web site looks, responds, functions, navigates, loads, and even the 404 page is part of the brand.
- 36. WHAT IS INTERACTION IS BRAND? How a web site feels.
- 39. HOW DO WE DETERMINE THE FEELING? Statement of Intent.
- 42. WHAT IS STATIC? Finite content. Not built with a Content Management System. “Flashturbation.”
- 43. WHAT IS DYNAMIC? Infinite content possibilities. Built with a Content Management System. Editorial perspective.
- 57. /SM ALL LA RGE
- 58. WHY A SMALL AGENCY? You’ll probably have the opportunity to do more than you were hired to do.
- 59. WHY A SMALL AGENCY? You’ll probably have the opportunity to learn more than what you went to school for.
- 60. WHY A SMALL AGENCY? You’re not just a cog in the machine (or at least you’re an integral cog).
- 61. WHY NOT A SMALL AGENCY? You might get paid less.
- 62. WHY NOT A SMALL AGENCY? It might be harder to find a job because of the “integral cog” issue (less room for inexperience).
- 63. WHY NOT A SMALL AGENCY? You might be working on smaller, less well- known brands.
- 64. /SM ALL LA RGE
- 65. WHY A LARGE AGENCY? You might get the opportunity to work on large brands.
- 66. WHY A LARGE AGENCY? You’ll be able to put a large, probably well- known agency on your resumé.
- 67. WHY A LARGE AGENCY? You’ll get to focus on the specific tasks you were hired for.
- 68. WHY NOT A LARGE AGENCY? You’ll probably start at the bottom – you’ll be doing the stuff other people don’t want to do.
- 75. ( ) EMOTION COMMODITY STATIC DYNAMIC SMALL LARGE FIGURE OUT WHERE YOU WANT TO BE
- 78. EMOTION COMMODITY STATIC DYNAMIC SMALL LARGE THIS IS WHERE SUBSTANCE IS
- 79. WORK YOU TELL PEOPLE ABOUT SMALL LARGE WORK YOU DON’T TELL PEOPLE ABOUT NO MONEY MONEY
- 80. WORK YOU TELL PEOPLE ABOUT SMALL LARGE WORK YOU DON’T TELL PEOPLE ABOUT NO MONEY MONEY
- 81. / VER SUS SO WHAT DOES ALLTHISMEAN? WHEREDO YOU WANT TOBE?
- 82. / VER SUS SO WHAT DOES ALLTHISMEAN? CANYOU JUSTIFY THIS TOYOURSELF?
- 83. / VER SUS SO WHAT DOES ALLTHISMEAN? YOU’RE ALLOWED TO CHANGEYOUR MIND
- 84. / VER SUS SO WHAT DOES ALLTHISMEAN? THERE ARE NO ABSOLUTES
- 85. /THIS THAT
- 86. &THIS THAT