The document discusses the evolution of digital brand planning and communication, emphasizing the importance of user engagement and emotional connections in today's marketing landscape. It outlines several revolutions in design and planning, highlighting the shift from singular big ideas to multiple smaller concepts that align with user experiences and emotions. Additionally, it stresses the need for brands to adapt and function within social and digital ecosystems, catering to individual user journeys and expectations.

1. Users, Not AudiencesPlanning the Digital Brand

2. Kip VoytekSVP, Communications & Experience PlanningSVP/ECD, R/GABefore that, game designer, union organizer, speechwriter, programmer, physical computing hobbyist, digital dilettante. WHY AM I UP HERE

3. STRUCTUREthis  that

4. Background - Game Design “a series of interesting choices” - Bruce Shelly

5. Background - Interaction Design Rhythms of Software and MarketingUsability  Greater Functionality  Meaningful Brand Engagement

6. (R)Evolution #1: Convergence of Design & PlanningInteraction DesignExperience DesignCommunications PlanningExperience Planning

7. (R)Evolution #2: Many ideas, not just one big oneInsight  Big Idea  CampaignCrafting/Designing/PlanningBrand Experiences & Product Extensions

8. (R)Evolution #3: Broadened remitStoryContentProduct ExtensionUtility

9. (R)evolution #4: Moving “targets” (aka people)UserHumanCustomerProspectTargetPersonaCustomerInfluencerSegmentAll of them, none of themAll the time, neverMultiple leansReal-TimeSocialWant UtilityCompute everywhereMove as they want

10. (R)evolution #5: New types of insight(s)AudienceNeeds & EmotionsCategory Conventions& StandardsCulture/alContextUser Behaviors on-siteBeing Digital

11. (R)evolution #6: Redefining EmotionEmotion triggers action, meaning sustains it.- Cindy Chastain, IxDA10

12. (R)evolution #6: Redefining EmotionUtility is the most important emotion

13. (R)evolution #6: Redefining EmotionUtility is the only emotion

14. (R)evolution #7: User-Generated . . . AwarenessAWARENESSAWARENESSEFFECTIVEUSEEARLY SUCCESSAWARENESSSATISFACTIONTRIALCONSIDERATIONAWARENESSAWARENESSMany: 1 awareness leads to success for core usersSuccess leads to 1:1 advocacy

15. (R)evolution #8: Reprise

16. (R)evolution #9: Presence in Social/Conversations3rd Party Content Sites- site- articles- readers comments- editorial commentsBrand Content Site

17. microsite

18. distribution- articles- tools- blogs- status- videos- pics- links- UGCVideo Sharing NetworksBlogs & Personal PublishingMico-blog &Status toolsSocial NetworksCustomer & Prospect Conversations

19. (R)evolution #8: Expanded Brand PictureStoryUtilityContentEnjoying/Using ProductCampaign/MessageUSEFULNESS& FUNCTIONALITYINFORMATION & RESEARCHAWARENESSTONE & VOICEInsights& BriefsBRAND VALUES & STRATEGY Brand Promise

20. From one big idea to a whole bunch of multi-sized onesBig ideas can over-focus you on: Novelty

21. The unique whatever

22. The differentiator, one-ness

23. One feature

24. All the features

25. Ideation at the expense of design and execution, quality and depthMessages always have big ideas, products usually don’t

26. CampaignCampaignNBANCAAStreetHSLbJKobePlatforms need more than one big ideaNike & BasketballPlatform“Advertising is subtractive, digital is additive.” - Nick Law, CCO R/GA

27. But we need concision People think focus means saying yes to the thing you’ve got to focus on. But that’s not what it means at all. It means saying no to the 100 other good ideas that there are. You have to pick carefully. I’m actually as proud of many of the things we haven’t done as the things we have done. - The Beloved Chairman (Jobs)

28. Requirements for Insight/Takeaway/Briefportableyou can hold it in your headintuitivethe value benefit are immediately graspablerichthe concept goes somewhere, allows for input partly negativeit inherently says no

29. New Models & Metaphors: Mantras, Haikus, Partis, Building Statements

30. The ending bits Users, not audience

31. Function + utility + message + emotion + engagement + delight

32. The medium is the message and the product

33. Individual people, individual paths, individual needs

34. Whatever the web is (social, interactive, co-created, loose and will) so is your brandFurther reading, exploring . . . Read digital:Emergence, Steven JohnsonDesigning Interactions, Bill Moggridge (CD is key)101 Things I learned in Architecture School, Matthew FrederickThe BLDG|BLOG BOOK, Geoff ManaughLive Digital:Get to level 20 in World of Warcraft (ferrealz)Do your info-graphics in IllustratorPlay with the “Game of Life” or Turtle Art

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