What happens when everything is connected to everything.
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2012 RE:DESIGN/Creative Directors Conference, Portland. Abstract: Digital technology and the social web have collapsed the practice (or at least the impact) of brand identity development, advertising, and user-experience design into a creative singularity. A discussion on managing an agile design process (among other things) to keep up.
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What happens when everything is connected to everything.
- 1. What happens when everything is connected to everything.
- 2. Duncan/Channon RE:DESIGN Conference 27 October 2012 2 the plan Quick intro Part 1 – New context Part 2 – New practices Discussion
- 9. Duncan/Channon RE:DESIGN Conference 27 October 2012 9 What happens when everything is connected to everything. Digital technology and the social web have collapsed the practice (or at least the impact) of brand ID management, marketing, and UX design into a creative singularity. Identity + product + marketing
- 10. Part 1 – New context Paradigm shift. No room for suck. Fragmentation > Coherence.
- 11. See Clay Shirky’s TED Talk on “the transformed media landscape.”
- 12. the truth is coming out one way or another
- 13. Duncan/Channon RE:DESIGN Conference 27 October 2012 13 Brands that work. (Stop sucking.) Read Umair Haque on “awesomeness.”
- 14. Duncan/Channon RE:DESIGN Conference 27 October 2012 14 2008 2015 iPhone turns one year old. Smartphones? No such thing as tablet. TV? Twitter at one million users. Robots? Today 100 million. The internet of things? Everything connected. Facebook passes MySpace as the leading social network with 100 million users. Today one billion.
- 15. Duncan/Channon RE:DESIGN Conference 27 October 2012 15 Who’s driving? Branding agency Ad agency Media planning/buying PR agency Design firm Digital agency Product design Analytics Social media snake oil etc.
- 16. Duncan/Channon RE:DESIGN Conference 27 October 2012 16 Brand / purpose driven Brand idea / brand purpose Campaigns + programs Overarching and enduring. Designed to fit Allows for flexibility audience and context and provides coherency. – time, medium, etc. Brand ID Brand expression Brand experience Brand action
- 17. Part 2 – New practices Be agile. Build a network. Guanxi. Be yourself.
- 19. Duncan/Channon RE:DESIGN Conference 27 October 2012 20 Agile creation BBH: So what exactly might ‘Adaptive Brand Marketing’ be?
- 20. Duncan/Channon RE:DESIGN Conference 27 October 2012 22 Agile creation Where and how do we reach those people? In what sequence? What are the near comms and long-term concerns of the business? What are the account executional/realization opportunities? Who are we talking to? production What are they prepared to hear? What is the strategy creative opportunity? creative BBH: So what exactly might ‘Adaptive Brand Marketing’ be?
- 21. Duncan/Channon RE:DESIGN Conference 27 October 2012 18 The CD (you) = Part product master Own the project backlog, create user stories Part scrum master Manage the team, remove roadblocks
- 22. build Duncan/Channon RE:DESIGN Conference 27 October 2012 24 your network Paddy Ashdown: “The paradigm structure of our time is the network.”
- 24. Vulgarity · Modesty · Comedy
- 25. Duncan/Channon RE:DESIGN Conference 27 October 2012 32 As ever… Be useful. Be interesting. Be quick.
- 26. Discussion You buying any of that?
- 27. Duncan/Channon RE:DESIGN Conference 27 October 2012 34 Discussion The creative process Project management An iterative design process versus getting New clients, starting from scratch. everything right all at once. (Pre-guanxi). Selling a discovery phase. Who leads? The CD relative to other Client dashboards, regular check-ins. directors in the organization – planning, creative technology, media, account. Working through silos within our clients’ organizations. All the makers in one place, including devs. Challenges when you don’t. Working from a given budget or burn rate versus “estimating.” How much does Importance of having a sketch of the a website cost? An identity? long-term and iterating that as well. Two paths running simultaneously – near-term Tracking hours vs value. Eesh. sprint and long-term vision. Setting aside budget for harebrained ideas, Critical importance of measurement/ experimentation? feedback.