The document emphasizes the importance of making brands interactive across various platforms, highlighting the need for responsive design to enhance audience engagement. It presents a framework for successful branding through three pillars: understanding the audience, maintaining brand consistency, and achieving business goals. The evolution of branding strategies is illustrated with examples from well-known companies like Google and Twitter.

1. RESPONSIVEBRANDING
Making your brand interactive on the web.
K A T E M AT S U D A I R A M A R Y R A U Z I

2. You have the power
to engage or lose an
audience.

3. Where is
your brand
portrayed?
Where is
your brand
portrayed?
01

4. COMPUTER PHONE TABLET SMART DEVICES
ADVERTISEMENTS KIOSKS VIDEO SOCIAL MEDIA

5. is just the beginning.
B L E N D I N G I N T E R A C T I O N A N D C R E A T I N G R I C H B R A N D E X P E R I E N C E S

6. Multi-channel branding
Where is

7. Controlled
environment
No-man’s
land
VS
02

8. Controlled
environment
No-man’s
land
VS
02

9. Controlled environment

12. Controlled
environment
No-man’s
land
VS
02

13. “No-man’s land”

14. Multi-
platform
design

15. Responsive
design

18. —
Logo evolution
“These days, people interact with
Google products across many different
platforms, apps and devices…
Today we’re introducing a new logo
and identity family that reflects this
reality and shows you when the Google
magic is working for you, even on the
tiniest screens.”
– TAMAR YEHOSHUA , VP, PRODUCT MANAGEMENT

19. —
Logo evolution
“Twitter is the bird, the bird is
Twitter. There’s no longer a need
for text, bubbled typefaces, or a
lowercase ‘t’ to represent Twitter.”
– CREAT IVE DIRECTOR DOUG BOWMAN

20. —
Logo evolution
Why?

21. —
Logo evolution
They know
their audience.
9 0 % O F F A C E B O O K ’ S D A I LY A C T I V E
U S E R S A C C E S S I T V I A M O B I L E

22. —
The evolution
of brands

23. The effect
of responsive web
design on brands
is undeniable.

24. THEPROCESS

25. Discover
01
Define
02
Design
03
Details
04
Deliver &
Distribute
05
ADAPTED FROM “BRANDED INTERACTIONS” BY MARCO SPIES

26. Examples
LET ’S SEE IT IN ACTION

31. Audience
SUCCESS
01
Brand
02
Goals
03
—
3 pillars

32. Know your audience.
PILLAR NUMBER 01

35. Keep your brand
consistent.
PILLAR NUMBER 02

38. Achieve your goals.
PILLAR NUMBER 03

41. SUCCESS
01
02 03
—
3 pillars
What does your target
audience care about?
What is the benefit for the
customers for achieving
the goal?
What are you trying
to do (awareness,
signup, purchase, etc)?
What are your values/
universal truths? .
What is your brand .
personality? .
Audience
Brand Goals
What are their goals
and desires?

42. Thank you.
MARY RAUZI / MARY@URBANINFLUENCE.COM
@pigeonwisdom
KATE MATSUDAIRA / KATE@URBANINFLUENCE.COM