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Smash-ability - supporting your brand in the widgetsphere / Jenni Lloyd / Oct 08
This document discusses how brands need to design for a fragmented online world where consumers are interacting across multiple platforms. It argues that brands need to be "smashable" by being recognizable even if only parts of the branding, like colors or experiences, remain. It provides examples of brands that compensate for the limitations of the online world through their use of colors, fonts, images and other elements to leave strong impressions on users' minds. The document encourages conducting an audit to ensure a brand would still be identifiable if encountered piece by piece online.
