Saab Drivers Never Forget
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The document discusses how novelty and intentional change can reinforce a brand through innovative interaction design. It notes that sometimes differentiated and mismatched designs are good, and uses examples like Saab, Apple, and a snowmobile to illustrate how brands can position themselves through continuous design and change. The key point is that innovation, achieved through intentional changes that create value, can be a core brand attribute when applied to interactions and customer touchpoints.
Saab Drivers Never Forget
- 1. SAAB DRIVERS NEVER FORGET THE ROLE OF NOVELTY! IN INTERACTION DESIGN Matthew Milan, Principal & CEO
- 2. mmilan
- 12. HOW DOES INTERACTION DESIGN SUPPORT A BRAND? WHY SHOULD WE CARE ABOUT SAAB?
- 14. ON DECK FOR THIS EVENING NOVELTY CHANGE BRAND
- 15. NOVEL INTERACTIONS ENFORCE BRAND AFFINITY
- 19. ZOMG, MISMATCHES ARE GOOD JOHN “OODA” BOYD
- 21. SOMETIMES YOU JUST HAVE TO SAY
- 22. F**K AFFORDANCE
- 24. WHAT WE’RE REALLY TALKING ABOUT IS INNOVATION
- 25. INNOVATION = ! INTENTIONAL CHANGE THAT! CREATES VALUE BY ACHIEVING DIFFERNTIATED POSITIONING
- 26. LET’S RETURN TO SAAB BY WAY OF APPLE
- 38. BOYD’S SNOWMOBILE BICYCLE | OUTBOARD MOTOR | TANK | SKIS
- 39. DESIGN
- 44. CHANGE AS A CORE ! BRAND ATTRIBUTE