Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Warum Brand Experience Design Chef Sache sein sollte | 
Vera Brannen, Brannen Usable Brands AG

957 views

Published on

Warum Brand Experience Design Chef Sache sein sollte | 
Vera Brannen, Brannen Usable Brands AG

  • DOWNLOAD THE BOOK INTO AVAILABLE FORMAT (New Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { https://urlzs.com/UABbn } ......................................................................................................................... Download Full EPUB Ebook here { https://urlzs.com/UABbn } ......................................................................................................................... Download Full doc Ebook here { https://urlzs.com/UABbn } ......................................................................................................................... Download PDF EBOOK here { https://urlzs.com/UABbn } ......................................................................................................................... Download EPUB Ebook here { https://urlzs.com/UABbn } ......................................................................................................................... Download doc Ebook here { https://urlzs.com/UABbn } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book THE can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer THE is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBOOK .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, CookBOOK, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, EBOOK, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story THE Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money THE the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths THE Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • DOWNLOAD THE BOOK INTO AVAILABLE FORMAT (New Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { https://urlzs.com/UABbn } ......................................................................................................................... Download Full EPUB Ebook here { https://urlzs.com/UABbn } ......................................................................................................................... Download Full doc Ebook here { https://urlzs.com/UABbn } ......................................................................................................................... Download PDF EBOOK here { https://urlzs.com/UABbn } ......................................................................................................................... Download EPUB Ebook here { https://urlzs.com/UABbn } ......................................................................................................................... Download doc Ebook here { https://urlzs.com/UABbn } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book THE can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer THE is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBOOK .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, CookBOOK, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, EBOOK, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story THE Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money THE the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths THE Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • DOWNLOAD THE BOOK INTO AVAILABLE FORMAT (New Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { https://urlzs.com/UABbn } ......................................................................................................................... Download Full EPUB Ebook here { https://urlzs.com/UABbn } ......................................................................................................................... Download Full doc Ebook here { https://urlzs.com/UABbn } ......................................................................................................................... Download PDF EBOOK here { https://urlzs.com/UABbn } ......................................................................................................................... Download EPUB Ebook here { https://urlzs.com/UABbn } ......................................................................................................................... Download doc Ebook here { https://urlzs.com/UABbn } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book THE can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer THE is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBOOK .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, CookBOOK, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, EBOOK, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story THE Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money THE the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths THE Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • DOWNLOAD THE BOOK INTO AVAILABLE FORMAT (New Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { https://urlzs.com/UABbn } ......................................................................................................................... Download Full EPUB Ebook here { https://urlzs.com/UABbn } ......................................................................................................................... Download Full doc Ebook here { https://urlzs.com/UABbn } ......................................................................................................................... Download PDF EBOOK here { https://urlzs.com/UABbn } ......................................................................................................................... Download EPUB Ebook here { https://urlzs.com/UABbn } ......................................................................................................................... Download doc Ebook here { https://urlzs.com/UABbn } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book THE can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer THE is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBOOK .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, CookBOOK, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, EBOOK, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story THE Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money THE the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths THE Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • DOWNLOAD THE BOOK INTO AVAILABLE FORMAT (New Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download Full EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download Full doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book THE can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer THE is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBOOK .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, CookBOOK, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, EBOOK, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story THE Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money THE the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths THE Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here

Warum Brand Experience Design Chef Sache sein sollte | 
Vera Brannen, Brannen Usable Brands AG

  1. 1. Warum Brand Experience Design ChefSache sein sollteVera BrannenGeschäftsinhaberin, Usable Brands AG
  2. 2. http://www.one-schweiz.ch/experience ONE Experience | 15. + 16. Mai 2013 © usablebrands.ch2Ein Brand isteine Experience.
  3. 3. http://www.one-schweiz.ch/experience ONE Experience | 15. + 16. Mai 2013 © usablebrands.ch3Jede Experiencelöst Gefühle aus.
  4. 4. http://www.one-schweiz.ch/experience ONE Experience | 15. + 16. Mai 2013 © usablebrands.ch4
  5. 5. http://www.one-schweiz.ch/experience ONE Experience | 15. + 16. Mai 2013 © usablebrands.ch5
  6. 6. http://www.one-schweiz.ch/experience ONE Experience | 15. + 16. Mai 2013 © usablebrands.ch6
  7. 7. http://www.one-schweiz.ch/experience ONE Experience | 15. + 16. Mai 2013 © usablebrands.ch7Jedes Design und Verhaltenerzeugt eine Experience.
  8. 8. http://www.one-schweiz.ch/experience ONE Experience | 15. + 16. Mai 2013 © usablebrands.ch8BrandExperienceVerpackungProduktServiceWebsiteBroschürenVerkaufspersonalTVLäden /BürosWerbung
  9. 9. http://www.one-schweiz.ch/experience ONE Experience | 15. + 16. Mai 2013 © usablebrands.ch
  10. 10. http://www.one-schweiz.ch/experience ONE Experience | 15. + 16. Mai 2013 © usablebrands.chDie Schraubstellen
  11. 11. http://www.one-schweiz.ch/experience ONE Experience | 15. + 16. Mai 2013 © usablebrands.chInteraktions-Modell11
  12. 12. http://www.one-schweiz.ch/experience ONE Experience | 15. + 16. Mai 2013 © usablebrands.chInteraktion „warten“12
  13. 13. http://www.one-schweiz.ch/experience ONE Experience | 15. + 16. Mai 2013 © usablebrands.chDie Software Perspektive13
  14. 14. http://www.one-schweiz.ch/experience ONE Experience | 15. + 16. Mai 2013 © usablebrands.ch14Produkte
  15. 15. http://www.one-schweiz.ch/experience ONE Experience | 15. + 16. Mai 2013 © usablebrands.chPlatzierung des Produktes15
  16. 16. http://www.one-schweiz.ch/experience ONE Experience | 15. + 16. Mai 2013 © usablebrands.ch16Brand Experience Design1) Differenzieren2) Fokussieren3) Integrieren
  17. 17. http://www.one-schweiz.ch/experience ONE Experience | 15. + 16. Mai 2013 © usablebrands.ch17Der Kunde kauft heutekeine Dienstleistungenund Produkte mehr.Features“Was es hat”Nutzen“Was es tut”Experience“Was man erfährt ”Identifikation“Wer man ist ”1900 1925 1950 2000
  18. 18. http://www.one-schweiz.ch/experience ONE Experience | 15. + 16. Mai 2013 © usablebrands.ch18
  19. 19. http://www.one-schweiz.ch/experience ONE Experience | 15. + 16. Mai 2013 © usablebrands.chDer Kunde will:-  Ein Lebensgefühl-  Eine Geschichte-  Einen Identitätsstifter-  Eine Zugehörigkeit
  20. 20. http://www.one-schweiz.ch/experience ONE Experience | 15. + 16. Mai 2013 © usablebrands.ch20...doch...
  21. 21. http://www.one-schweiz.ch/experience ONE Experience | 15. + 16. Mai 2013 © usablebrands.ch21Produkte und Dienstleistungensind austauschbare Massenware.
  22. 22. http://www.one-schweiz.ch/experience ONE Experience | 15. + 16. Mai 2013 © usablebrands.ch22verwechselbar
  23. 23. http://www.one-schweiz.ch/experience ONE Experience | 15. + 16. Mai 2013 © usablebrands.chaustauschbar
  24. 24. http://www.one-schweiz.ch/experience ONE Experience | 15. + 16. Mai 2013 © usablebrands.chBeeinflusserWissenKenntnisseFähigkeitenMotivationUmfeldZeitgeistTrendsSoziales UmfeldKulturBedeutungLebensstilRelevanzInteraktionPassiveAktivSinne – die AuslöserSehenHörenRiechenSchmeckenTastenDauerAuslöserVertiefungAbschlussWiederholungUsability Researchto create arelevantBrand ExperienceIntensitätReflexGewohnheitEngagementSchnittstellenProduktDienstleistungWerbungAngelehnt an Nathan Shedroff 2011, Meaningful Experiences
  25. 25. http://www.one-schweiz.ch/experience ONE Experience | 15. + 16. Mai 2013 © usablebrands.ch25Brand Experience Design1) Differenzieren2) Fokussieren3) Integrieren
  26. 26. http://www.one-schweiz.ch/experience ONE Experience | 15. + 16. Mai 2013 © usablebrands.ch26BrannenBuilding Usable BrandsIst das, wie Sie ihr Kunde wahrnimmt?
  27. 27. http://www.one-schweiz.ch/experience ONE Experience | 15. + 16. Mai 2013 © usablebrands.ch27Ein Brand ist nicht ihreVorstellung des Brands.Brand Definition entsteht inweiten Teilen durch den Kunden.
  28. 28. http://www.one-schweiz.ch/experience ONE Experience | 15. + 16. Mai 2013 © usablebrands.chDas Versprechen:ERLEBEN, WAS VERBINDET.
  29. 29. http://www.one-schweiz.ch/experience ONE Experience | 15. + 16. Mai 2013 © usablebrands.chDas Benutzer Bedürfnis:Ein Telefon Vertrag.
  30. 30. http://www.one-schweiz.ch/experience ONE Experience | 15. + 16. Mai 2013 © usablebrands.ch
  31. 31. http://www.one-schweiz.ch/experience ONE Experience | 15. + 16. Mai 2013 © usablebrands.ch
  32. 32. http://www.one-schweiz.ch/experience ONE Experience | 15. + 16. Mai 2013 © usablebrands.ch32Brand Experience Design1) Differenzieren2) Fokussieren3) Integrieren
  33. 33. http://www.one-schweiz.ch/experience ONE Experience | 15. + 16. Mai 2013 © usablebrands.ch33Ein Brand ist dieGesamtheitaller wahrnehmbarenAktivitäten einesUnternehmens.
  34. 34. http://www.one-schweiz.ch/experience ONE Experience | 15. + 16. Mai 2013 © usablebrands.ch34Die relevante Botschaftmuss sich in allenHandlungen desUnternehmensreflektieren.
  35. 35. http://www.one-schweiz.ch/experience ONE Experience | 15. + 16. Mai 2013 © usablebrands.chWenn ich online eine frustrierendeShopping Experience habe...Wahrscheinlichkeit sinkt, dassSite erneut aufgesucht wird.„Data from www.allurent.com 2008Allgemeiner Eindruckdes Händlers ist geschädigt.Wahrscheinlichkeit sinkt, dassim realen Laden des Händlerseingekauft wird.82 %55 %28 %%derKunden
  36. 36. http://www.one-schweiz.ch/experience ONE Experience | 15. + 16. Mai 2013 © usablebrands.ch36Was ist die BrandExperience IhresUnternehmens?
  37. 37. http://www.one-schweiz.ch/experience ONE Experience | 15. + 16. Mai 2013 © usablebrands.ch37Darum istBrand Experience DesignChefsache.
  38. 38. http://www.one-schweiz.ch/experience ONE Experience | 15. + 16. Mai 2013 © usablebrands.ch
  39. 39. http://www.one-schweiz.ch/experience ONE Experience | 15. + 16. Mai 2013 © usablebrands.ch
  40. 40. http://www.one-schweiz.ch/experience ONE Experience | 15. + 16. Mai 2013 © usablebrands.chBrand Wirkung von aussen Brand Wirkung nachaussenIdentityLogo, NameFarben, Formen, Sound,...Werbung/MarketingTV, Radio, MagazineInternetWerbebroschüreDienstleistungenService, ReparaturCall-CenterPR & SRPressearbeitWohltätige AktionenKonkurrenzproduktePreisMarktVertriebDesignVerpackungKundeErwartungenVorstellungenAlterSoziale EinflüsseDemografische EinflüssePresseMeinungsplattformenPressestimmenZeitgeistTrendsWirtschaftInterne Unternehmens-kommunikationLäden, BürosProduktPreis, Markt, VertriebDesign, VerpackungBrand Experience
  41. 41. http://www.one-schweiz.ch/experience ONE Experience | 15. + 16. Mai 2013 © usablebrands.ch41Der Nutzen
  42. 42. http://www.one-schweiz.ch/experience ONE Experience | 15. + 16. Mai 2013 © usablebrands.ch42Die Benutzer Erwartungenin den Brand werdender Brand Experienceentsprechen.
  43. 43. http://www.one-schweiz.ch/experience ONE Experience | 15. + 16. Mai 2013 © usablebrands.ch43RelevanteDifferenzierteKonsistenteBenutzerfreundlicheBrand Experiences
  44. 44. http://www.one-schweiz.ch/experience ONE Experience | 15. + 16. Mai 2013 © usablebrands.ch44Zufriedene KundenTreue KundenBegeisterte Botschafterdes Brands
  45. 45. Referent/inVera BrannenUsable Brands AGvera.brannen@usablebrands.chONE Schweizschmid + siegenthaler consulting gmbhWillistattstrasse 23CH-6206 Neuenkirchinfo@one-schweiz.ch8Kontakthttp://www.one-schweiz.ch/experience ONE Experience | 15. + 16. Mai 2013Messesponsor ModerationRealisierungspartner

×