The document discusses how brand strategy and user experience/user interface (UX/UI) strategy are related and should inform each other to create the best customer experience. It provides examples of how various companies have successfully integrated their brand identity into their digital strategies through careful consideration of context, content strategy, web user interface design, and tone/style. The webinar advocates that while UX/UI and brand strategy have different focuses, their shared goal is a good customer experience, and they need each other to fully achieve this.
#1NWebinar - Creating a Digital-Centered Customer Experience: User Experience...One North
In the second part of the series, Kalev Peekna, Managing Director of Strategy, discusses how a well defined digital-centered brand can inform your marketing strategy and set the stage for improved performance across all touch points and channels.
Watch the webinar at: http://bit.ly/1bGYT26
Day 1 - Training Workshop on Packaging Research Outputs and Development of Ge...lucilledagpin
DAY 1 - Training Workshop on Packaging Research Outputs and Development of Gender-Responsive Communication Materials, presented to the faculty, staff and students of the College of Agriculture and Related Sciences, University of Southeastern Philippines; Nov 18-19, 2021
Communicating College Program Offerings: Brand Development Workshoplucilledagpin
Communicating College Program Offerings: Brand Development Workshop held on July 31 and August 5, 2021 for the faculty and students of the College of Agriculture and Related Sciences, University of Southeastern Philippines
From strategy centers to maker spaces, learn how brands like PBJS clients PayPal, eBay and Coupons.com can plan, design and build dedicated venues for fostering the collaboration and experimentation they need to keep ahead of the proverbial curve.
On September 10, 2013 CapTech began a 7 week engagement at Dominion Resources in Richmond VA to create a Digital Communications Strategy. This is the story of the making of that digital strategy. On March 14, 2014, together with our client and a Forrester analyst, we presented this presentation to an invitation-only group in McClean, VA in an interactive Q&A discussion format.
#1NWebinar - Creating a Digital-Centered Customer Experience: User Experience...One North
In the second part of the series, Kalev Peekna, Managing Director of Strategy, discusses how a well defined digital-centered brand can inform your marketing strategy and set the stage for improved performance across all touch points and channels.
Watch the webinar at: http://bit.ly/1bGYT26
Day 1 - Training Workshop on Packaging Research Outputs and Development of Ge...lucilledagpin
DAY 1 - Training Workshop on Packaging Research Outputs and Development of Gender-Responsive Communication Materials, presented to the faculty, staff and students of the College of Agriculture and Related Sciences, University of Southeastern Philippines; Nov 18-19, 2021
Communicating College Program Offerings: Brand Development Workshoplucilledagpin
Communicating College Program Offerings: Brand Development Workshop held on July 31 and August 5, 2021 for the faculty and students of the College of Agriculture and Related Sciences, University of Southeastern Philippines
From strategy centers to maker spaces, learn how brands like PBJS clients PayPal, eBay and Coupons.com can plan, design and build dedicated venues for fostering the collaboration and experimentation they need to keep ahead of the proverbial curve.
On September 10, 2013 CapTech began a 7 week engagement at Dominion Resources in Richmond VA to create a Digital Communications Strategy. This is the story of the making of that digital strategy. On March 14, 2014, together with our client and a Forrester analyst, we presented this presentation to an invitation-only group in McClean, VA in an interactive Q&A discussion format.
UX Enablement: Getting your team and your organization to practice user-cente...matthewjdoty
As a conscientious web professional, you KNOW that a user-centered approach is the best way to go, but you keep running into roadblocks. Whether it’s organizational resistance or a simple lack of knowing where to start, you, your team, and your organization need help.
Get Going with User Experience Enablement (UX-E)! UX-E is a flexible framework for providing UX-focused training, process improvement, and expert coaching. From practicing the basics of UX to having strategic conversations, UX-E is your soup-to-nuts solution for getting your team and your organization to practice user-centered design.
The Social Dynamics model: how to integrate social media in your companySteven Van Belleghem
This is a research paper in which we describe how companies should integrate social media into their entire company. this paper is based on more than 25 in-depth interviews with senior executives working on the integration of social media.
Marketing 3.0: Creating a Faster Path to Innovation and ResultsSteve Drake
Four panelists representing 124+ associations discuss 5 problems and 5 solutions for 3.0 marketing. They are presenting this information at the 2014 ASAE Great Ideas Conference.
Technology has put creativity and communications on everyone's radar. Without creativity there would be no Instagram feeds, no viral memes, no Netflix binge-watching and no new business disruption in nearly every field of human endeavour.
But, at the same time, creative agencies are being criticised, and advertising budgets are being slashed.
UX Strategy is a term that has been around for quite a while but is often not really well understood or implemented in business. Some companies have dedicated UX teams while others have a single UX champion who is struggling to make sense or identify what UX means to their organisation. How can organisations start thinking about how to bake UX into how they work? This tutorial at UXPA 2015 in San Diego, CA, took a pragmatic look at deconstructing what UX and UX strategy means to organisations, and looked at a framework to provide practical strategies to help connect UX Strategy to Business Strategy with the aim of truly embedding user insights and user centered design into the culture of their organisations.
The "no-fluff" slide deck that show's "how" to launch employee advocacy networks and tell and share brand stories across their personal social media channels.
This White Paper explores the role of planning in
today’s ever-changing world of advertising & marketing.
First, a job profile for the post-digital planner is defined on
the basis of 3 core duties. Then, two campaign cases are
discussed, explaining how post-digital planning added value
to the creative process.
Chapter 4 is all about enabling employees, customers as well as channel partners within your supply chain to help you feed the content engine day in and day out. I go into great detail about using various technology applications like GaggleAMP, Napkin Labs and Pure Channel Apps that can help you scale your programs and do this effectively.
Summary of our social media integration research project. The full paper and detailed results are also available on my slideshare profile.
This presentation describes how you can integrate social media in your organization through 4 phases and 13 strategic projects.
Content marketing has been all of the rage the last few years – not just with big and well-established brands, but also with startups. And no wonder, according to the Content Marketing Institute, this form of marketing generates more leads than paid search while, on average, costing 30 to 40% less.
However, content marketing for startups is easier said than done.
This presentation was developed for entrepreneurs at the Hong Kong Science Park. It gives a brief overview of the different content marketing types startups can apply, provides a few success examples, and finally offers a set of practical tips to get started with a content marketing strategy.
PR is dead, long live Public Relations - Thriving in the digital economyLars Voedisch
PR is dead, long live Public Relations - Thriving in the digital economy
· Emerging Trends, Opportunities an Challenges
· Managing on- and offline platforms to reach the right audiences
· Corporate journalism and branded content
· Targeting and segmentation
· Tracking and business goals
Slide deck from presentation to the Art Museum Marketing Association meeting on April 25, 2015. Topics included digital strategy, audience engagement, marketing, IT, and CRM. Several aspects of ongoing efforts at the Minneapolis Institute of Arts to attract and engage the public.
The slides from a workshop on developing digital strategy for the museums sector delivered as part of Museum Ideas 2016.
Help your organisation learn how to integrate digital practice into leadership and management across all departments.
SEO, Social, and More: Digital Marketing for your BusinessIntuit Inc.
Every business owner wants to attract more customers, convert prospects to sales, and get more referrals from customers. Attracting the right customers to "sell and wow" will help your business bring in more sales and better your bottom line.
Content Marketing: An expert discussion on effective online content strategiesFluid
The content marketing world is a fun yet complex environment. It should be a major part of all internet marketing strategies and something your business shines at. We cover everything you need to know from beginner to expert topics. If you have to ask yourself, "What is content marketing?" - you'll get that answer here. If you are an expert, you might simply enjoy hearing firsthand stories from Fluid Advertising's and the More Good Foundation's content creators. Whether your focus is on B2C or B2B content marketing, this presentation will help you think critically about your process and find ways to build more successful, sharable content. We hope you enjoy!
b2b content marketing
what is content marketing
content marketing examples
digital content marketing
content marketing manager
UX Enablement: Getting your team and your organization to practice user-cente...matthewjdoty
As a conscientious web professional, you KNOW that a user-centered approach is the best way to go, but you keep running into roadblocks. Whether it’s organizational resistance or a simple lack of knowing where to start, you, your team, and your organization need help.
Get Going with User Experience Enablement (UX-E)! UX-E is a flexible framework for providing UX-focused training, process improvement, and expert coaching. From practicing the basics of UX to having strategic conversations, UX-E is your soup-to-nuts solution for getting your team and your organization to practice user-centered design.
The Social Dynamics model: how to integrate social media in your companySteven Van Belleghem
This is a research paper in which we describe how companies should integrate social media into their entire company. this paper is based on more than 25 in-depth interviews with senior executives working on the integration of social media.
Marketing 3.0: Creating a Faster Path to Innovation and ResultsSteve Drake
Four panelists representing 124+ associations discuss 5 problems and 5 solutions for 3.0 marketing. They are presenting this information at the 2014 ASAE Great Ideas Conference.
Technology has put creativity and communications on everyone's radar. Without creativity there would be no Instagram feeds, no viral memes, no Netflix binge-watching and no new business disruption in nearly every field of human endeavour.
But, at the same time, creative agencies are being criticised, and advertising budgets are being slashed.
UX Strategy is a term that has been around for quite a while but is often not really well understood or implemented in business. Some companies have dedicated UX teams while others have a single UX champion who is struggling to make sense or identify what UX means to their organisation. How can organisations start thinking about how to bake UX into how they work? This tutorial at UXPA 2015 in San Diego, CA, took a pragmatic look at deconstructing what UX and UX strategy means to organisations, and looked at a framework to provide practical strategies to help connect UX Strategy to Business Strategy with the aim of truly embedding user insights and user centered design into the culture of their organisations.
The "no-fluff" slide deck that show's "how" to launch employee advocacy networks and tell and share brand stories across their personal social media channels.
This White Paper explores the role of planning in
today’s ever-changing world of advertising & marketing.
First, a job profile for the post-digital planner is defined on
the basis of 3 core duties. Then, two campaign cases are
discussed, explaining how post-digital planning added value
to the creative process.
Chapter 4 is all about enabling employees, customers as well as channel partners within your supply chain to help you feed the content engine day in and day out. I go into great detail about using various technology applications like GaggleAMP, Napkin Labs and Pure Channel Apps that can help you scale your programs and do this effectively.
Summary of our social media integration research project. The full paper and detailed results are also available on my slideshare profile.
This presentation describes how you can integrate social media in your organization through 4 phases and 13 strategic projects.
Content marketing has been all of the rage the last few years – not just with big and well-established brands, but also with startups. And no wonder, according to the Content Marketing Institute, this form of marketing generates more leads than paid search while, on average, costing 30 to 40% less.
However, content marketing for startups is easier said than done.
This presentation was developed for entrepreneurs at the Hong Kong Science Park. It gives a brief overview of the different content marketing types startups can apply, provides a few success examples, and finally offers a set of practical tips to get started with a content marketing strategy.
PR is dead, long live Public Relations - Thriving in the digital economyLars Voedisch
PR is dead, long live Public Relations - Thriving in the digital economy
· Emerging Trends, Opportunities an Challenges
· Managing on- and offline platforms to reach the right audiences
· Corporate journalism and branded content
· Targeting and segmentation
· Tracking and business goals
Slide deck from presentation to the Art Museum Marketing Association meeting on April 25, 2015. Topics included digital strategy, audience engagement, marketing, IT, and CRM. Several aspects of ongoing efforts at the Minneapolis Institute of Arts to attract and engage the public.
The slides from a workshop on developing digital strategy for the museums sector delivered as part of Museum Ideas 2016.
Help your organisation learn how to integrate digital practice into leadership and management across all departments.
SEO, Social, and More: Digital Marketing for your BusinessIntuit Inc.
Every business owner wants to attract more customers, convert prospects to sales, and get more referrals from customers. Attracting the right customers to "sell and wow" will help your business bring in more sales and better your bottom line.
Content Marketing: An expert discussion on effective online content strategiesFluid
The content marketing world is a fun yet complex environment. It should be a major part of all internet marketing strategies and something your business shines at. We cover everything you need to know from beginner to expert topics. If you have to ask yourself, "What is content marketing?" - you'll get that answer here. If you are an expert, you might simply enjoy hearing firsthand stories from Fluid Advertising's and the More Good Foundation's content creators. Whether your focus is on B2C or B2B content marketing, this presentation will help you think critically about your process and find ways to build more successful, sharable content. We hope you enjoy!
b2b content marketing
what is content marketing
content marketing examples
digital content marketing
content marketing manager
BUILDING CONTENT STRATEGY SEMINAR
The tips, tools and advice you need to build an effective content strategy
Whether you’re looking to get into content marketing, are responsible for your company’s website and social platforms, or want to use information and advice to better connect with consumers, you need content strategy to be successful. But what is content strategy and how do you build a successful one?
In this seminar, you will learn about the exciting new discipline of content strategy and a step-by-step method to build one — all with a focus of putting people -- those that will be consuming, commenting, and sharing your content -- first. You will learn how to develop a well thought out strategy that satisfies business objectives. Plus, you’ll get a behind-the-scenes look at how one of Canada’s leading content agencies crafts award-winning strategies for some of Canada’s biggest brands.
In this full-day session, participants will explore key concepts of the discipline of content strategy and how apply these ideas to your own business.
@ariadcomm February 2015 Content Strategy Seminar
@bstat
@kieranmiles
@michaudmark
Ariad's Baron Manett (SVP, Strategy) and Mark Michaud (Senior Vice President, Head of Ariad's Strategy Team) teach the CMA's Building Content Strategy seminar.
Participation Marketing will convince business leaders to think hard about employee advocacy as a business strategy that has many positive business outcomes. Internally, it will engage employees and make them feel part of something bigger, which will naturally result in employee engagement, retention, and increase in productivity. Externally, it will help brands reach new audiences with trusted and relevant brand stories.
Riding the next wave of PR and social media trends in 2019Lars Voedisch
Where and how to engage your audiences: From IGTV, TicToc and stories to Dark Social
How to connect with today’s audiences: Brand experiences and values
Why it’s all about touchpoints and personas
Speed update: 2019 social media and PR trends brands can’t afford to miss
Michigan Marketing Minds - September 9, 2014 - Expressing Thought Leadership:...AnnArborSPARK
The Three Keys to Modern Marketing: Content, Content, Content...
Panelists will tell how their companies’ innovative content marketing strategies have helped them:
-establish thought leadership within their industries,
-get found by the right kinds of customers,
-build strong brands that stand apart from the competition,
-increase preference among customers ready to buy.
Marketing Your Station is a PDF of materials from a one-day workshop for personnel from local radio and TV stations.The same presentation is available with embedded links through my website, BrainSnacksCafe.com.
The What, How and Why in B2B Social Influencer MarketingMOI Global
How is Social Influencer Marketing relevant to B2B?
As with the consumer industry, buyers in B2B follow, listen and trust individuals across social media that have a strong share of voice in their domain of interest. This document takes you through the What, How and Why.
Innovating digital, 2019 and beyond - CIM West Yorkshire from Dave ChaffeyDave Chaffey
My presentation for the Chartered Institute of Marketing in Leeds updated to cover Smart Insights RACE planning framework for an April 2019 talk for West Yorkshire CIM members.
Social Media Week 2014 @DigitasLBi: Your Website in a Social ContextDigitasLBi Nordics
DigitasLBi Denmark’s head of User Experience, Niels Handberg, presents the latest digital trends and business opportunities on how to utilize and integrate social related activities on and beyond your website.
• Your website in a social context – how to connect the dots,
• How social listening can help your service offer on your site,
• How to integrate social aspects throughout the customer decision journey,
• Integrating the voice of the crowd to help conversion on all platforms, and
• How social media can help your eCommerce performance.
Frameworks provide a structured approach to Content Marketing. We asked a panel of experts from our Content Committee which frameworks they swear by across topics such as Audience, Strategy, Creativity, Distribution and Measurement and collated them all for you here. Enjoy!
Deirdre Walsh, Senior Manager of Social Strategy at Jive Software, unlocked the secrets to social success with her eBook, The Business Guide to Social Success. By implementing or adjusting strategy according to these insights, organizations can draw others in at all levels of the enterprise and throughout the ecosystem.
The Business Guide to Social Success includes additional insights from: Virginia Miracle, Chuck Hemann, Gary B. Wilcox, Jordan Viator Slabaugh, Kristen Sussman, and Emilie Kopp.
Download The Business Guide to Social Success eBook here: http://bit.ly/14TJN1Z
Jive is the world's #1 social business platform. We help employees, customers and partners connect, collaborate and communicate to achieve breakthrough results in sales, marketing, customer service and workforce productivity. http://bit.ly/1aTo6Vq
Content Marketing for B2B: Aligning Storytelling to Lead GenerationDigital Vidya
Explore effective content marketing strategy for B2B businesses. Gain insights from webinar on 'Content Marketing For B2B: Aligning Storytelling To Lead Generation' led by Bianca Ghose, Global Head – Content Marketing, HCL Technologies.
4. 4
Brand-Planning Framework
Brand Idea:
Brand Persona:
Brand Strategy:
Communications Strategy:
Tactics:
Overall Customer Experience:
Essence
and Purpose
Voice,
Brand DNA, and Actions
Activating the persona
in order to achieve an outcome
What we will say and when
Logistics of executing the strategy
The foundation of everything; the only thing that really matters
In order to create a fully formed brand experience, you
must begin at the top and work down.
5. 5
Brand-Planning Framework
Brand Idea:
Brand Persona:
Brand Strategy:
Communications Strategy:
Tactics:
Overall Customer Experience:
Essence
and Purpose
Voice,
Brand DNA, and Actions
Activating the persona
in order to achieve an outcome
What we will say and when
Logistics of executing the strategy
The foundation of everything; the only thing that really matters
Most organizations get easily distracted with the
tactical aspects of marketing.
6. 6
Key Takeaways
• Consider the entire framework.
• Start at the top.
• Create something that stakeholders can actually care
about; find your big idea.
• Beware of tactics that lack a strategy.
8. 8
Do Brand & UX/UI Go Together?
Brand Strategy
• Focused on identity &
impressions
• Conceptually driven
• Differentiation!
• Thinks UX/UI is “tactical”
UX/UI Strategy
• Focused on interactions and
behaviors
• Data driven
• Best practices!
• Thinks brand is “ego-centric”
Ideas only matter when
they are experienced
beyond the level of
impressions.
Best practices are by
definition neither
innovative nor
differentiating.
9. 9
Different Disciplines, Same Goals
Brand Strategy and UX/UI
Strategy are really just
different disciplines aiming
at the same goal – a good
customer experience.
Brand
Strategy
UX/UI
Strategy
Customer
Experience
10. UX/UI
Brand
10
Brand & UX/UI Need Each Other
Brand Idea:
Brand Persona:
Brand Strategy:
Communications Strategy:
Tactics:
Overall Customer Experience:
Essence
and Purpose
Voice,
Brand DNA, and Actions
Activating the persona
in order to achieve an outcome
What we will say and when
Logistics of executing the strategy
The foundation of everything; the only thing that really mattersGOAL
There is a lot in UX/UI strategy that is not brand-dependent. However, the
customer experience is almost always improved when UX/UI is informed
by a well-defined brand.
11. 11
Today
Today we’ll talk about how UX/UI strategy helps bring brand
to life, and how core brand concepts help to inform,
inspire, and improve strategy.
• Case study: PwC
• Where brand & UX/UI meet
– Context & Distribution
– Content Strategy
– Web UI
– Tone & Style
• One more thing…
15. 15
• A mark that was born
to be digital
• That works well in a variety
of digital contexts
• And is translated to the real
world in unexpected ways
PWC
17. 17
PWC Annual Global CEO Survey
• Interviews conducted with 1300+
CEOs
• Truly global: Geographic
selection based on GDP
• 2015 was the 18th year of the
survey
• Deployed across many digital
channels with careful attention to
cadence and context.
• Each discrete interaction is
informed by and reinforces
PWC’s brand platform.
18. 18
Pre-Launch
In the run-up to the launch of
the report, key PWC leaders
will “tease” pieces of
information on social
channels like Twitter to help
build interest.
19. 19
Launch at World Economic Forum
The official launch of the report
occurs at the WEF in Davos,
Switzerland. Timing the campaign to
this prestigious event lends the
greatest possible impact to its
release.
Not going to Davos? Did your
spouse steal the private jet for the
weekend?
You can always review the video
and/or webcast and/or live blog.
20. 20
Introducing the Report to New Users
Upon launch, PWC offers
a quick 60-second
overview to users who
are new to the survey.
It shows careful handling
of new vs. established
relationships, a key
pillar of their brand.
21. 21
Connecting Participants & Recipients
Video has been an element in their
content campaigns for many years.
In addition to the overview videos,
they also offer conversations with
some of the CEOs who took the
actual survey.
This adds depth and interest to the
main content, and emphasizes the
importance of PwC's relationships.
22. 22
Natively Digital Report
The actual report is delivered digitally in a custom section of their main
website. Users easily and naturally see ties to other PWC themes.
23. 23
Intelligent Interaction
A natively digital content
strategy also allows interactivity
that is impossible in other
media.
Users can "explore the data"
with a variety of filters and
controls, getting a unique (and
personally relevant) cut that may
not be available in a PDF.
24. 24
Exploiting the Echo Effect
The campaign does not
stop at launch. PWC's
corporate social channels
market the survey
extensively in the following
weeks.
More surprisingly (and
more effectively), leaders
and partners at PWC
actively distribute the
survey or its key insights
through their own online
presences.
25. 25
PWC Survey: Branded UX Strategy
The PWC CEO Survey is an excellent case of “branded
strategy.” Key elements that tie the two together include:
• Context: Content is in the right places at the right time
Social networks, event tie-in
• Content Strategy: Type, format & length align to themes
Videos of CEOs demonstrate relationships
• Web UI: Interactivity proves brand claims
Data interaction demonstrates intelligence and innovation
• Tone & Style: Brand voice permeates entire campaign
Professional & concise, but also excited & optimistic
26. Brand & UX/UI Strategy
Context
Content
Strategy
Web UI Tone & Style
1 2
3 4
27. 27
Context is Where User Meets Brand
Context is a multifaceted word, but it is ultimately about the
art of placing your content in the right place, at the right time.
Think of it as Content Merchandising.*
* “Content Merchandising” idea blatantly stolen from my colleague, Jen Bullett. (Hi Max!)
Channel
Time &
Timing
Physical
Place
Arrangement People
28. 28
Creating the Right Context
The fundamental rule for context in UX/UI Strategy is to be
where your users are. But that’s not always enough.
Consider:
Facebook Maturity Model (for “mature” professionals):
What are
my kids up
to?
Darn it. My
mom
found me.
I don’t
remember this
person at all.
That is
indeed a very
cute cat.
My friends are
interesting.
Am I a bad
person if I don’t
like this?
My friends
are boring.
29. 29
Users Have to be Ready for Interaction
No matter how much of your audience is on Facebook, they
probably don’t want to see marketing content for professional
services:
An effective digital context will
align not just to the habits of
your users, but also to the
principles & qualities of your
brand.
30. 30
Who Does Context Right: EY
Like many consulting firms, EY distributes its content in
many channels. Each owned channel is appropriatly
branded and targeted to key audiences:
31. 31
Who Does Context Right: EY
Attention to context is especially
apparent in how EY places
content in non-owned platforms.
A native advertising partnership
with Forbes provides EY with:
• Right audience
• Right place
• Right time
• Right “company”
32. Brand & UX/UI Strategy
Context
Content
Strategy
Web UI Tone & Style
1 2
3 4
33. 33
Content Strategy: What We Mean
“Content Strategy” is one of the least-well-defined terms in UX strategy
today. In this presentation, we are focusing on these aspects of how you
develop and deploy content to achieve specific goals:
Topic Length Format Source Timing
• New issue
• Update
• Results
• Analysis /
research
• People
• Tweet
• Note
• Abstract / brief
• Story
• In-depth report
• Copy
• Conversation
(social)
• Graphic
• Slideshow
• Video
• Data
• Interaction
• Firm
• Group
• Leader
• Expert
• Influencer
• Morning update
• Before/at/after
event
• Meeting
material
34. 34
Content Strategy: Connection with
BrandThe choices you make in your content strategy, whether
overall or for a specific campaign, can elicit a range of
experience-based brand associations.
CONTENT BRAND
engage
inspire
inform
challenge
surprise
amuse
35. 35
Content Strategy: The Visual Revolution
The desire to create strategic, experience-based
associations is behind many predominant trends in content
innovation:
New York Times
Information Graphics = Inform
TEDTALKS
“TED Video” = Inspire
36. 36
Content Strategy: Who Does It Well
Strategy& (formerly Booz & Co) offers multiple formats
based not on industries or specific topic areas, but on how
you want to consume and what value you are seeking:
Keeping me informed
Inspiring me
Research that helps me improve
37. 37
Content Strategy: Who Does It Well
Goldman Sachs – Social Impact Bonds
In this graphic, Goldman Sachs artfully
intersects what are often presented as
distinct pieces:
• Information graphic –
education/information
• Social impact – corporate citizenship
• Case study – evidence of expertise
Several key brand associations are
expressed in a single, compelling piece.
38.
39. Brand & UX/UI Strategy
Context
Content
Strategy
Web UI Tone & Style
1 2
3 4
40. 40
Web UI: More Than Best Practices
As a discipline, UX/UI for the web relies heavily on best practices:
Best practices are good things. However, by definition, they won’t get
you to “new,” “innovative” or “different.”
5 ± 2 items
“F” pattern
layout
strong calls-to-action
follow, don’t lead
the user
test and learn
establish a hierarchy
looks alike, works alike
use contrast
don’t fear whitespace
make it touchable
consistency.
consistency.
consistency.
beware of metaphors
41. 41
Web UI: Who Does It Well
EY, 5 Minutes
http://5minutes.ey.com/
• Curated selection
• Broken into 5-minute
“chunks”
• UI maximized for copy/visual
scanning
• Integrates into your regular
information consumption
42. 42
Web UI: Who Does It Well
Debevoise & Plimpton
www.debevoise.com
Even with a well-defined hierarchy, Debevoise’s
homepage has more content than “best practices”
might dictate.
But the UI is informed by specific brand goals:
• Activity – show that we are busy
• Unexpected – surprise with work outside “typical”
cases
• Connected – reveal our deep relationships with
innovative businesses
43.
44. Brand & UX/UI Strategy
Context
Content
Strategy
Web UI
Tone &
Style
1 2
3 4
46. 46
A Quick Contest about Style
Calling all ex-English majors.
Here are the rules:
• We’ll show 3 excerpts from books you
read should have read in high school.
• We’ll reveal the author of two of them.
Guess the author of the third.
• Submit your guess along with a
question about this webinar in the
webinar chat function.
• First correct guess (with a question!)
wins a $25 Starbucks gift card. Extra
$10 if you guess the book correctly.
47. Know the Author?
47
What a lark! What a plunge! For so it had
always seemed to her, when, with a little
squeak of the hinges, which she could hear
now, she had burst open the French
windows and plunged at Bourton into the
open air. How fresh, how calm, stiller than
this of course, the air was in the early
morning; like the flap of a wave; the kiss of a
wave; chill and sharp and yet (for a girl of
eighteen as she then was) solemn, feeling
as she did, standing there at the open
window, that something awful was about to
happen…
Virginia Woolf,
Mrs. Dalloway
48. Know the Author?
48
It was very hot and bright, and the houses
looked sharply white. We turned out onto the
Gran Via.
“Oh Jake,” Brett said, “we could have had
such a damned good time together.”
Ahead was a mounted policeman in khaki
directing traffic. He raised his baton. The car
slowed, suddenly pressing Brett against me.
“Yes,” I said. “Isn’t it pretty to think so?”
Ernest Hemingway,
The Sun Also
Rises
49. Know the Author?
49
It is a truth universally acknowledged,
that a single man in possession of a
good fortune, must be in want of a wife.
However little known the feelings or
views of such a man may be on his first
entering a neighbourhood, this truth is
so well fixed in the minds of the
surrounding families, that he is
considered the rightful property of some
one or other of their daughters.
A. Charles Dickens
B. Henry James
C.Jane Austen
D.Mark Twain
50. Tone & Style: Why It’s Important
Most marketers know tone & style for copy & imagery are
important. UX/UI Strategy adds another level to this concern.
The more our content is shared and distributed, the less we can rely on
visual systems (logo, color, type) to create brand associations.
Web
Our
Blog
Social
Re-
share
Mention
Share
52. 52
Tone & Style: Who Does it Well
Acapo:
• Dual-language: English
& Norwegian.
• Clear. Concise.
• Interrogative.
• Curious about you.
• Excited to work.
53. 53
Acapo: Service Description
Service descriptions have a consistent structure and align to the brand
tone. Interrogative style demonstrates that they understand the client’s
perspective.
54. 54
Acapo: News Item
News items, even those about
firm case studies, are firmly
focused on the client’s
perspective.
This item starts not with the
“win,” but with the core theme
that makes the win important.
Acapo’s involvement only
comes in at the end.
56. UX/UI
Brand
56
Brand & UX/UI Need Each Other
Brand Idea:
Brand Persona:
Brand Strategy:
Communications Strategy:
Tactics:
Overall Customer Experience:
Essence
and Purpose
Voice,
Brand DNA, and Actions
Activating the persona
in order to achieve an outcome
What we will say and when
Logistics of executing the strategy
The foundation of everything; the only thing that really mattersGOAL
CONTEXT • CONTENT STRATEGY • WEB UI • TONE &
STYLE
58. 58
May 20, 2015 – 11 AM EDT / 10 AM
CDT Nate Denton
Managing Director, Creative Services
Creating a Digital-Centered
Customer Experience:
Branded Expression Systems
20 May 2015
Webinar: 10 AM Central
http://www.onenorth.com/blog/post/1nwebinar-creating-a-digital-centered-customer-
experience-branded-expression-systems
61. Know the Author?
61
It is a truth universally acknowledged,
that a single man in possession of a
good fortune, must be in want of a wife.
However little known the feelings or
views of such a man may be on his first
entering a neighbourhood, this truth is
so well fixed in the minds of the
surrounding families, that he is
considered the rightful property of some
one or other of their daughters.
A. Charles Dickens
B. Henry James
C.Jane Austen
D.Mark Twain