When Worlds Collide: Better Product Branding
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Chris Murray helps us to find better product branding through integrated industrial and interaction design. Learn about new product branding imperative and how to design and implement it. For more information about product design and to connect with Bresslergroup, visit http://www.bresslergroup.com/expertise/digital-physical-design/
When Worlds Collide: Better Product Branding
- 1. When Worlds Collide Better Product Branding Through Integrated Industrial & Interaction Design Chris Murray Director of Industrial Design
- 2. CHRIS MURRAY Director of Industrial Design Chris leads teams of designers and engineers on innovation projects across various industries, including consumer electronics, industrial equipment, household appliances, and medical products. He writes and presents about Innovation Strategy, Research Driven UX Optimization, Visual Brand Language among other topics. He earned a Bachelor of Arts in Industrial Design at the Central School of Art & Design (London). Chris previously led ID and innovation insights at Black & Decker in MD.
- 3. 1 The New Product Branding Imperative 2 Designing the Digital-Physical Experience 3 The New Dimension in Practice 4 Implementing the New Product Branding 5 Q & A
- 5. Add a slide on the PDMA book on Design Thinking two of our directors have chapters in the PDMA book that just came out on Design Thinking.
- 6. The New Product Branding Imperative 01
- 7. CHANGING BRAND ENVIRONMENT Augmented awareness (global accessibility to knowledge). Smarter, connected, savvy, and spoiled customers. Filtration & amplification. Brands need to be a part of an internal / external dialogue. Direct relationship between companies and customers. Security and privacy concerns drive greater brand transparency. Global accessibility to purchase. Competition beyond your direct (on the shelf) competitor. Global accessibility to new ventures. New (leveled) competitive landscape. Global accessibility to manufacturing. New (leveled) competitive landscape. Confusing and often overlapping customer personas. New ways of segmenting your target audience. Inspired by Mauro Porcini - SVP & Chief Design Officer at PepsiCo
- 8. As services, like goods before them, increasingly become commoditized, experiences have emerged as the next step in what we call the progression of economic value. From now on, leading-edge companies whether they sell to consumers or businesses will find that the next competitive battlefield lies in staging experiences. B. Joseph Pine II and James H. Gilmore Welcome to the Experience Economy Harvard Business Review, July / August 1998
- 10. BRAND EXPERIENCE TOUCH POINTS
- 12. Designing the Digital- Physical Experience 02
- 15. Articulate brand values beyond corporate MARCOM guidelines. Translate articulated brand values into tangible design attributes. Research and validate the brand and design attributes with target customers.
- 16. Internal Brand Values Extraction Customer Response WHERE DO BRAND ATTRIBUTES COME FROM?
- 25. The New Dimension in Practice 03
- 31. Magic
- 32. Articulate brand values beyond corporate MARCOM guidelines. Translate articulated brand values into tangible design attributes. Build on a products brand language with interactive elements from end to end.
- 40. Ambient lighting as distinctive brand touchpoint
- 41. Implementing the New Product Branding 04
- 42. How will your brands values, mission, vision, and character inform the experience?
- 43. Tie brand attributes not only to visual form and design, but to the overarching experience at all touch points.
- 44. ID & IxD should work together from the beginning to create an experience that delivers on all levels.
- 45. Not every product needs the latest amazing technology. Delight the user with simple, elegant experiences.
- 46. Declare which elements are fixed and which are flexible to keep the design fresh.
- 47. What story will your customer perceive from experiencing the end- to-end journey? Make it great.
- 48. Questions? @bresslergroup Visit us at bresslergroup.com