1. The document discusses brand experience design and the importance of designing meaningful experiences for people through a company's brand. 2. It notes that delivering a great experience requires not just great design skills but also great leadership skills. 3. The document defines what a brand is - it's not just a logo, slogan, or product but rather the feelings, thoughts, and words people associate with an organization - and discusses the challenge of sustaining brand experience excellence at a large, global scale across many products and employees.

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@ThomasMarzano
Head of Design for Brand, Communication & Digital
24-01-2017
Brand Experience Design

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Cognitive
dissonanceis a discomfort caused
by holding conflicting
cognitions simultaneously
source: wikipedia

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People want
meaningful
experiences

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Delivering a great
experience
is not just about
great design skills.
It’s especially about
great leadership skills.

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What is a
Brand?
It’s not just a logo
It’s not just a slogan
It’s not just a product

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“A name, sign or symbol used to
identify items or services of the seller
and to differentiate them from goods
of competitors.”
The Dictionary of Business and Management

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“A brand is the consumers feeling
about your product, your services or
your organization.”
Marty Neumeier, author the Brand Gap

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A brand is what people
feel, think and say it is

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A technology company
that cares about people
It is our mission to
deliver innovation that
matters to you.
By being Caring,
Innovative and Impactful.

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The
challenge
140k+ products
100+ countries
60k+ employees

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Only through designing
the design
of our brand experiences
we can sustain brand
experience excellence
at such scale.

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UX
Design
Brand
Design
Brand
Experience
Design

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15. 157 February 06, 2015

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Tech
The embodiment of
technology expressed
visibly
Touch
The elegance of form

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TVC LUMEA
TVC MOISTURE PROTECT

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Brand Experience Playbooks
rooted in our brand, centered around our customers
and tailored to experience domains

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Source: www.shellmont.com

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Thank you
@ThomasMarzano