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Creating Great Online Brand Experiences40:01 with Dave Benton
The most essential elements of a brand are rarely listed in the brand guide. In order to accurately represent a brand online we must go a step deeper than pantone 375c or Futura Light with a kerning of -45. Getting to the core of the brands we represent is not an easy task, Dave will use real world examples to share the process of effectively telling brand stories that turn customers into brand ambassadors. By discussing the the process from brand construction to site launch we will help you convey your clients brand and 'create great experiences’.
Alright, hey everybody, I'm Dave. 0:00 As she said I run a small studio called Metajive it's about seven people. 0:02 We work almost entirely with agencies so 0:09 I've a smattering of work to share with you guys. 0:11 Every different type of work you can possibly imagine. 0:16 And this is a new presentation, so. 0:19 I swear I'm not begging for tweets but if you find something helpful, 0:22 let me know what you guys find helpful and actually useful. 0:25 Send us a tweet. 0:28 What we're talking about is creating great digital brand experiences. 0:29 So, any time I talk, I talk about creating great experiences and whatever it is. 0:34 So, it's something that's pretty personal to me. 0:42 And, there we go. 0:46 It's personal to me because of this. 0:56 So, I read this book, Start With Why. 0:57 Has anyone in here read it? 1:00 Simon Sinek, probably the best book I've ever read or 1:01 at least had the most influ, influence on me. 1:05 He's got a TED talk with, like, 19 million views. 1:08 The book's much better than the, than the TED talk, 1:12 and it created an opportunity being for discover my why's. 1:18 So your why is why you do the things you do, how you get 1:24 the talks you want to talk about, the people you want to talk to, 1:31 who you surround yourself, what job you're going to take, and why. 1:35 My why is to create great experiences. 1:38 So whether I'm talking about something very personal like 1:41 a short term experience like buying my mom flowers, and that's a great, 1:49 it's a moment, it's an experience, it's something for them and 1:53 they, it's, it's very short. 1:55 Going to Disneyland with, with your family is like two day experience, and 1:58 it's something, or you can look at it as the bigger picture, and 2:03 create an experience for, for, for years. 2:06 So, we measure our agency, with these terms, so. 2:11 [UNKNOWN] folk. 2:17 I'm going to skip that one. 2:19 So our mission here is we quantify creating great experiences in three ways. 2:22 The first is for the user. 2:27 So the end product we create. 2:28 The actual experience. 2:29 The brand recognition whether it's an app, an installation, a website. 2:31 Whatever that is. 2:36 The second is for our clients. 2:38 So we want to make sure that when we're working with someone at the end of 2:39 the project, no matter how good it is, they still like us and we still like them. 2:44 And whether we're communicating, we get them what they need. 2:48 All of those things. 2:52 Cuz that, that's really, when you're talking about design, 2:53 you're talking about communication, and, and all of that really matters. 2:56 And then the third is our employees. 3:00 We really, really, really care about our employees, and whether that's 3:02 making sure they have a career track or taking them to a baseball game. 3:07 It's all important, it, it all matters. 3:12 So those are the ways we focus on creating great experiences. 3:14 And we spent a lot, if not too much time thinking about this and 3:19 figuring out how to implement that in our company. 3:23 So I'm, today, talking about creating digital brand experiences, so 3:26 whatever we're doing. 3:31 This is, I've compiled ten tips to get you guys up and running and 3:32 things you can think about when you're working on projects. 3:38 So the first thing we need to do is 3:44 we need to understand the brand we're working on. 3:47 So if you're talking about Hershey's Chocolate, you're gonna talk 3:49 to them in a very different way then you're gonna talk about Nike. 3:54 And when you're talking about a brand. 3:58 A brand is the essence of the company. 4:03 So it's their values, 4:06 their differentiating factors, the emotions you want them to feel. 4:09 So someone like Coke. 4:12 Their brand and their truth statement if you will is a smile on the inside. 4:14 So they wanna make you feel anytime you see anything Coke that you, 4:20 you have a smile on the inside. 4:25 And brands, brands come from this. 4:27 Cows, they wanna make sure your, 4:32 your cow didn't wander into your neighbor's farm and got it. 4:33 And now we use it to identify everything. 4:38 So when we work with a lot of ad agencies we, we get things like this. 4:42 Clean, beautiful type. 4:46 Defined colors. 4:48 Copy guides. 4:49 Grid systems. 4:50 And all of that. 4:51 But, but brands are much, much deeper. 4:53 And, and I, and I have a case where, where we can talk about that. 4:58 So, so this guy, you guys recognize the logo? 5:02 You've seen this one before? 5:04 It's famous that that logo, he paid $35 to get the Nike logo. 5:08 And, it's not the best logo in the world, it's not the worst logo in the world. 5:11 It's clean and simple, and it was probably worth about $35 when he paid for 5:16 it because that's, it was just a mark. 5:21 Today, Nike's worth $15 billion and 5:25 is argued as the most valuable brand in the world. 5:30 So that's the brand, that's not the company, that's not the sales. 5:33 And all that. 5:36 And the reason, Nike's brand is worth so much is, they've, 5:37 they've taken their proof, they've lived their why, 5:42 and they've based on, convictions. 5:46 So they sponsor athletes. 5:50 They make a great product. 5:53 They have quality, they have consumer advocates. 5:55 They have a whole culture of people they embody that aren't just Lebron James. 5:59 There's the people on like a Hypebeast, or blogs like that, fashion, all of that. 6:04 And they communicate a very true voice. 6:10 So, we were fortunate enough, this year, we're, we're able to work with Nike and 6:14 we actually just launched this project last week. 6:19 And, we actually got to work in em a way where we got to talk about more than 6:22 their waffle-knit fly-knit sneaker that's the lightest, fastest, coolest shoe ever. 6:27 We, we got to work on them on a content project. 6:34 And we're creating a new program with them for a newsstand map. 6:36 And it's going to be four to six issues a year. 6:40 And what we're doing is, we're actually telling the stories about the brand. 6:45 We're talking about who the athletes are, why they like this product, 6:50 how the product relates and actually ties into their culture, and, 6:54 and how it follows their ethos. 6:59 So, by, by not just saying this is a 300 DPI waffle mit, mesh jacket. 7:01 It has a lot more value, because it, it relates to an actual culture. 7:09 The second thing we do is we leave nothing to chance and 7:15 this is actually written in our office on the wall. 7:20 And we're meticulous planners for better or 7:27 worse and we found less planning is more work. 7:30 So this is a conglomeration of all the different type of stuff that we put up and 7:34 put in front of our clients. 7:39 But our average client [UNKNOWN] when we kick off a project is between 35 and 7:40 50 pages. 7:44 And that sounds really excessive. 7:45 But the most important things we do is we, 7:49 we write something like a project description, and project goals. 7:52 That have nothing to do with the scope of work. 7:56 But it is really to create alignment. 7:58 And we go through these, there is three of four things. 8:00 Brand qualities and then a truth statement that distills the essence of the brand. 8:04 And we go through that at the beginning of every single meeting with our clients. 8:09 And the reason we do it is because we always want to make sure that we're 8:14 delivering an end product, we're delivering something that stays true. 8:17 You, you'll see a lot of people talking about, John was talking about 8:21 the essence of Media Temple, what they're doing, how they're doing it. 8:25 And I guarantee because they're in one brand all the time they go back and 8:29 they could, they could tell you their truth statement. 8:33 They can tell you their brand values. 8:35 And they're talking about authentically delivering those to their people. 8:37 So we talk with our clients a lot about their brand why and 8:43 it really helps provide a different context besides 8:47 Helvetica 45 light displayed with 32 padding. 8:52 So, when you're trying to create a great brand experience, you, 8:56 you wanna try to be different. 9:01 You wanna try to give people something they haven't done before, 9:01 they haven't seen, anything to set people apart. 9:05 Because if you're focused on not do, doing the same thing, 9:08 you're, you're gonna get someone's attention. 9:13 If you're gonna disrupt someone's time watching TV by creating, 9:17 by making a 30 second commercial, you should entertain them. 9:22 You should give them something of value because you have their attention. 9:26 And Oscar Wilde said be yourself, everyone else is already taken. 9:30 But, you can't focus on being yourself and 9:35 being that authentic voice until you take the time for, with your client, 9:38 to understand the brand, and understand what that authentic truth moment is. 9:42 So, as I said, our why is to create great experiences. 9:48 Everyone has their, their own, so. 9:53 You gotta give something people will latch on to. 9:56 This guy, Richard Branson, really rich dude, 9:59 owns a lot of companies, and has done it by breaking all the rules. 10:03 So, he understands his brand's why. 10:08 He understands what he does, and he stays true to his belief. 10:11 So, even if it's not the smartest business move. 10:14 A lot of time that comes back to really pay off big time for 10:17 him because he's able to make bold moves and he knows why they're doing it. 10:22 So that's when companies like Jawbone say, no problem, 10:28 we'll recall every single one of our products because we want to make sure it's 10:31 the right experience, and it's the right brand. 10:36 So, when the first Jawbone up came out, 10:41 they recalled every single product and gave them a free version of the new one 10:44 when it came out which did not make a lot of financial sense for the company. 10:49 Number four, communicate authentically to your audience, 10:57 and don't leave widows on your presentation slides. 11:02 So I'm going to talk about another brand, somebody you haven't heard of, they're, 11:06 they're not a Nike, they're not a Virgin. 11:09 They're a completely different company, that, that's actually my favorite client, 11:11 and you probably would never guess these guys are our favorite client. 11:16 But we get to work with them at a really deep level, to talk about who 11:21 they're going, where they are, and how we're going to talk to their audience. 11:25 So they know who their audience is, and they make this. 11:30 It is a candle holder. 11:36 And they have a more authentic story than Nike who invented the modern 11:39 running shoe, or Virgin America or Heineken, or anyone like that. 11:46 They have a mission. 11:50 They are creating these beautiful, 11:51 handcrafted products. 11:56 So this is Lee. 11:59 Lee is the owner of Glassybaby. 12:00 She is a three-time cancer survivor. 12:02 She's the face of the brand. 12:07 She was entrepreneurs entrepreneur of the year two years ago. 12:08 And, she founded Glassy Baby because she, her husband took a glass blowing class and 12:12 she was going through chemo and she just said she felt healing in life and 12:18 all this great stuff that really supported her through her rehab. 12:22 Well Lee's fortunate. 12:27 She comes from a wealthy family. 12:29 But in chemo it doesn't matter if you have ten million dollars or 12:31 ten dollars in the bank account, you're in the chair everyday, day in or 12:34 out with all these other people. 12:39 So she started this company strictly with the purpose of giving back. 12:42 And Glassybaby knows their audience. 12:46 They know who they are. 12:49 They sell their message. 12:50 They have these products. 12:51 And they come in 400 colors. 12:53 One of the ways they bring their message through all the way is even down to 12:57 the product level, they have product names like kindness, strength, 13:02 comfort, love, mom, sorry. 13:06 Right? I'm sure we all have a use to send a sorry 13:09 Glassybaby now and then. 13:12 And these things are big. 13:14 They started in Seattle. 13:15 They're getting bigger nationally. 13:17 They're growing really, really fast because of their authenticity, 13:18 but people create the attachment through, through the names, things like that, so. 13:23 I was talking to a different client in Seattle and 13:28 I told them we were working with them. 13:30 And they go oh that's great. 13:32 My wife has two and they're the mom Glassybaby. 13:33 And they were given to us by a family that she babysits for 13:37 because the kids think of her like a second mom. 13:41 And they framed the products in a way where they really touched people's lives 13:44 by making a sincere statement through a candle holder. 13:49 And these candle holders that she is making there at the bottom they're $44. 13:54 Every single one, they never go on sale ever. 14:01 So, they're always the same price, and at first I was shocked. 14:05 I was like who pays $44 for a candle holder? 14:07 Well, you know there are $2 versions of these at Pier One. 14:12 There's three major differentiations they have. 14:17 They're big. 14:20 They're like this tall, this big. 14:20 They weigh a pound each. 14:23 So it's, it's a very clear, high quality product. 14:24 They're handmade by hippies in Seattle. 14:29 All of them, they're all hippies, been there. 14:32 But the big thing that they do that people really get behind is they 14:36 have this thing called the white light fund, and this is the white Glassybaby, 14:40 it's called Dream, and it's their signature piece. 14:44 And, they donate ten 14:50 percent of sales of every single Glassybaby to a cancer care charity. 14:53 So they have partners from Stand Up to Cancer in every Major League baseball 14:58 team, to football teams, to places like Camp Cory, which is a summer camp for 15:03 kids with, who couldn't normally go to summer camp, cuz they're sick. 15:08 So they've donated two million dollars at 10% of their revenue, 15:12 and if anyone's, and that's the top line revenue, not, not just profit, so 15:19 that's a very serious donation. 15:23 So everything from rides to the hospital, babysitting for people 15:28 who can't have babysitters care for their kids like Ronald McDonald help places for 15:33 families to stay they really make a difference in people's 15:38 lives and it comes through in the way they talk about everything. 15:43 But, before we get too heavy, right. 15:48 Cuz, it's kinda heavy, but it, it's really sincere. 15:49 We also got to work on a really fun brand 15:53 that let us make it all cohesive. 15:58 [SOUND] So, so these guys, App Gear [SOUND]. 16:03 They make toys. 16:08 And I like toys a lot. 16:10 And they make cool techy toys. 16:12 And I like cool techy toys even more. 16:16 So these guys started with a blank slate. 16:19 So. 16:22 It's augmented reality toys. 16:26 And the one thing I want you to see in the logo is, so 16:28 the A G's are meant to represent a portal into the game. 16:31 And you'll see that in a minute when I show you some other stuff. 16:34 So we created an 85 page brand book for them. 16:37 And we're not even a branding company we're, we're an interactive company. 16:43 They hired us for the website, and we say hey so we got the logo's and 16:46 the color stuff working like when's the official brand guy coming? 16:49 And they're like, you guys are doing that right? 16:52 And we're like, I guess we can and we worked it out. 16:55 I, I love the creative director. 16:59 He's a terrific guy so, so, we got it. 17:00 But what we really did in the process is we do things like this. 17:03 So we provided scale. 17:09 So this guy is four feet tall and this guy is five feet tall. 17:11 And never this. 17:16 We always gave a why to how we were relating things. 17:17 So whether it was how shadows hit and effected with light, colors, 17:19 the colors all represent different parts of the world. 17:23 And there's part of that that explain it, and 17:26 you can see the, on the upper left there, there's, there's all the different 17:28 environments that all relate to the game and we really grounded it. 17:31 So if someone comes in and starts working on this brand, 17:34 they're not just like, oh yeah, like, it's green cuz it's green. 17:37 It's green cuz it represents a lot of different things. 17:41 So, here's the packaging we made. 17:46 We got suckered into that, too. 17:49 They said, will you guys do the packaging? 17:50 We're like, we don't do packaging. 17:51 And they went, well, can you find someone? 17:53 And we go, we, we found someone. 17:55 But the important thing about keeping the brand cohesive, right? 17:58 So, you, you see the logo again. 18:01 You probably see the types all, 18:03 all similar, all the packaging's the same across all the board. 18:05 There's these little QR codes that take you to specific landing pages to 18:08 explain what the game is and I promise you if you go click that QR code 18:12 it's a cohesive brand all the way through there. 18:18 The, the reason it's so important is cuz we, we were creating a space for 18:21 the, for this brand to live. 18:26 And people really had to touch more than one keypoint to, to understand it. 18:28 Because, I mean, you're, you're in Toys'R'Us, you see these foam planes, and 18:35 you're like, that's 20 bucks? 18:39 Like, why am I paying 20 bucks for these little foam planes, 18:41 and, and these, these characters, but you then download the app, 18:45 and, and you play with it, and there's all kinds of augmented reality stuff. 18:49 So, so we had to give context. 18:54 That's why there's iPhones on the case, and the consistency helps communicate. 18:55 So, so here's the website. 19:01 Right, so, we have the environment's present, but we still have similar assets, 19:03 similar elements and you see a lot of things consistent. 19:08 Not the packaging at the bottom because that was done before we did the packaging. 19:12 But we really wanted to show people to explain what they were doing, 19:17 how we were doing it, what the UX was like and what the, what was similar. 19:20 So, we use the game world a lot to focus. 19:25 So the end of all this, 19:29 they go, so we're making these T.V. 19:32 commercials and we're hiring these guys and we don't do T.V. commercials. 19:37 And we said, wait don't hire those guys. 19:42 We just spent six months like actually pulling your brand together. 19:45 And they go well can you do it? 19:47 And we're like sure. 19:49 We can figure out. 19:52 So we made a series of five TV commercials. 19:53 That I have to click to start. 19:57 So, all five of them are, are exactly the same format. 20:00 The, the kid walks in, he attaches the device, he starts playing, 20:04 the game world takes over changes what's going on, plays the game. 20:10 We're gonna win here, in a second. 20:16 And then you're gonna end up going back to real life back in the living room, 20:21 that's actually all 3D and really complicated to do. 20:28 But piece of advice, 20:33 if you need to shoot TV commercials stay away from child actors if you can. 20:35 [LAUGH] We, we learned that one the hard way with 72 shots in two days. 20:41 So, but we used a story, and you saw a story there. 20:48 And we, we explained how you played the game. 20:52 We gave context to what was going on. 20:56 So storytelling is really hard and it's really powerful, 20:58 cuz it's a great way to convey the brand's values and 21:03 what they're doing to get them into your values. 21:07 So, this is one of my favorite brands. 21:12 Do you guys, who knows what brand this is? 21:16 >> Chipotle. 21:18 >> Chipotle, yes! 21:19 Cuz they make delicious, delicious burritos. 21:20 And we did not make this commercial I'm gonna show you, but it's, 21:23 it's a terrific example to show you guys how a story affects how you 21:28 feel about the company, how you're aligning values. 21:33 And, and really the point of what you're communicating when you're 21:37 communicating a brand's essence is what they believe, right? 21:41 Because if you can get people to believe what you believe, you, you, 21:46 you have a customer for life, you have people who, who care about what you do and 21:51 why you do it and not just that it cost $2 more than Del Taco, right? 21:57 And I mean I love a delicious burritos as much as the next guy, 22:02 but for the next two minutes let's watch this [SOUND] beautiful video and 22:08 we'll learn what Chipotle believes. 22:15 [MUSIC] 22:18 So this video comes from a true story. 24:19 So the president of Chipotle went out to the farm where they're getting 24:22 all their pigs for their delicious burritos. 24:27 And he saw the circumstances they were living in and 24:30 he said, if this is the case I don't want to be in this business. 24:33 So he actually went to the farmers and said hey we have to change some things and 24:38 we're gonna create a different environment for this to happen. 24:41 And, or we're not gonna work together anymore and we'll find someone else who 24:47 does and they've actually changed their whole production process. 24:51 And it makes you think about other fast food and 24:55 pink slime and all that fun stuff that's going on in the food industry right now. 25:01 So, it, it's a really powerful message because it's true, 25:06 and they don't even show a single burrito in there. 25:09 Which like I said, I'm a huge fan of their burritos. 25:12 So they, they clearly let the content guide them and know this true story, 25:18 know people were authentic, understanding this message, so. 25:22 [BLANK_AUDIO] 25:27 We got to work with this brand, Ernie Ball, does anyone play guitar in here? 25:30 So if you play guitar you know who they are. 25:35 If you don't play guitar you have absolutely no clue who they are because 25:36 they make guitar strings and stuff. 25:39 And we got to work with them and you start to work with a brand and 25:43 you're going okay, what makes you guys special? 25:47 What's that authentic moment that really drives you to push the brand? 25:50 What makes this not a commodity, right? 25:55 Because and, that's one of the natures of brand work. 25:57 Well, we started talking and they go well, we invented the electric guitar string. 26:02 I was like, that's a pretty good start for an authentic moment. 26:09 What about relationships with artists? 26:13 Well, yeah. 26:18 Eric Clapton wrote Stairway to Heaven on it. 26:20 The Beatles played it on the Ed Sullivan show when they broke in American. 26:22 Jimi Hendrix at Woodstock. 26:25 Just a couple little things like that, and you're going, all right. 26:26 So, so what we did is, in addition to talking about their strings which 26:29 are technically superior and all that cool stuff we cross related content-everywhere. 26:34 So when you're looking at a moment there's related products, 26:41 there's related songs so, so that player relates to that moment. 26:44 When you look at a brand video, you see more about the artist, 26:48 you see more about the video and 26:52 there's actually eight different types of content that all cross-relate. 26:54 So if you're looking at a, a string, and that string's used by an artist that's 26:57 correlated with a moment in history it gives you some context. 27:01 And it gives you some awareness and it, 27:08 it provides a deeper connection to that product that's like, that's the string 27:10 Jimmy Hendrix was playing when he smashed his guitar on LSD at Woodstock. 27:13 Woo, and I mean, it's just awesome. 27:16 It, it's awesome to tell a true story and a good story about a product and 27:22 they actually had a huge spike in sales the next year. 27:28 I'm not gonna take up all the credit cuz they also had a bunch of other really cool 27:32 stuff like their 50th year anniversary and Eric Clapton, you know, cool guys. 27:37 So, we have this other music related project where we really had to 27:43 keep it simple. 27:48 And keeping it simple, delivering crisp communication's a huge thing. 27:49 So, how many people heard of Ultra Music Festival? 27:54 So it's in Miami every year. 28:01 It's about 300,000 kids who may or may not be doing drugs at the EDM festival. 28:03 And we created an online offline contest and this is actually 28:11 pieced from the motion reel where the text stays on the screen a long time, 28:16 cuz they might need a little extra time reading the content that, that's on there. 28:20 And it was a really interesting concept. 28:27 So we created there's a 20 foot board. 28:29 You'll see it in a second, on site. 28:33 So it's 20 foot screen and then inside this 5,000 foot 28:35 air conditioned house we had seven screens all showing this loop. 28:40 So, so this is the actual prize data coming through, who's in charge, 28:45 who's winning the, the contest. 28:49 So what it was is, you went to the festival someone goes on the mic and 28:52 goes #Heineken House and Diplo right before you see Diplo, 28:57 get entered in this contest, and they do that before every, every stage. 29:00 And all these people are taking photos, sharing on Instagram. 29:05 And the big metric for the brand was to get #heinekenhouse out there, 29:08 show that they're associated with the music and doing a bunch of cool things. 29:12 So in addition to all the people that played and were sharing, you know, 29:16 that social contest, 29:20 we also got about two million people visiting this site in three days. 29:21 Because they wanted to see what was happening at the festival. 29:26 What was cool that was actually going on. 29:29 And like these guys, they're having a blast. 29:32 So, that guy, not having as much fun. 29:36 But so it, it was a really simple way to just disseminate this information. 29:40 It's three steps, use a hashtag, post to Instagram, and then there's all this fun 29:46 moderation stuff that happened in the back end to make sure everyone was on it. 29:51 Another great thing that, 29:57 that you always want to consider when you're telling these brands experiences. 29:59 Take, keeping everything in a small piece. 30:04 So when we work in an interactive space. 30:06 I, I know there's actually another talk on, I think it already happened, 30:07 today, about, non linear experiences. 30:11 And you never know where people are coming from. 30:14 So, we worked on this product for Lenovo. 30:17 It's a really cool, it's like a touch screen iMac. 30:21 And 30:24 [BLANK_AUDIO] 30:24 I'm gonna brag, right there. 30:27 We got a webby for it, it was, it was pretty fun. 30:28 And what we did is. 30:30 [MUSIC] 30:32 We used video to connect this product to natural light style. 30:34 So, it was 2012 so of course it's dub step. 30:38 These breakers, anything you see the product. 30:41 You'll see him actually move and interact with it. 30:47 This hand you're about to see, replaces your mouse. 30:49 And we did all this cool stuff with inverse kinetics in the wrist and 30:53 when you moved it. 30:56 But you're really demonstrating the product. 30:58 And as you go through the experience, you go through. 31:00 And you can edit this little web video. 31:05 So it's gonna come out. 31:07 We're gonna move this thing. 31:08 We're gonna select our clip. 31:09 Come in here. 31:11 Build the video. 31:12 And share this video. 31:13 More people came to the site from someone sharing this video on 31:16 Facebook then from any other point in there. 31:20 So, but they would come and they'd either go directly to the video page or 31:24 they would come directly to a different section of the site. 31:28 And they would understand that each touch point has to be unique. 31:33 And they have to understand that this is about the computer. 31:40 They have to understand that it bends. 31:42 They have to understand that it has touch screen. 31:45 And we used a whole bunch of different points to make sure that message 31:47 was consistent, no matter where they came from. 31:50 So when you're creating an experience, especially now with responsive web design. 31:52 And there's the mobile, there's the tablet, 32:00 there's the desktop, maybe there's an app. 32:03 There's always different ways in, 32:05 and there's different parts where the people come in through. 32:07 So, just be cognizant of each place having its current context. 32:10 And that someone might not have come through another page. 32:16 So if they just went straight to this screen. 32:19 I mean, I would be really confused if I just went straight there. 32:22 So, so, if we got a URL back to this, we actually sent them somewhere else. 32:26 So they can actually understand what's going on. 32:30 So, 32:33 [BLANK_AUDIO] 32:33 Michael Bierut, famous designer, and 32:36 he said you should be able to cover up the logo and still identify the company. 32:38 Because the look and feel is so distinct. 32:42 And if you wanna make something really unique you 32:45 have to create something memorable. 32:49 So, we had this other project that we got to do. 32:51 We've, we've been really fortunate to get. 32:55 People coming to us for like, cool stuff. 32:57 Not stuff that pays really good money and stuff, but like really cool stuff that we, 32:59 that we get excited about. 33:03 And we got this project that was about creating a memory. 33:05 So creating an experience, giving someone something to actually do. 33:10 So, we worked with an agency called Kramer Kasalt in Chicago. 33:15 And they were launching the 2014 Cayman, which is like the Porsche, man. 33:20 And we actually got to go to the test track and drive the car to tests. 33:25 Which is stressful because they're really fast. 33:29 And break your app when your presenting to the Porsche team and all that fun stuff. 33:34 But what we did is we created an app that like this is all fancy 33:39 catalog stuff right? 33:43 And that's all expected, but no one cares right? 33:45 Like ooh, 275 horsepower yay. 33:48 Or they made a TV show with Brian Austin Green. 33:50 Ooh 90210. 33:53 And he was talking about, so instead of 30 second spots then a half hour TV show. 33:55 But this stuff you're seeing right now. 34:03 So this is essentially Nike Plus for your car. 34:05 And all those dots are where you had excessive g forces. 34:07 Not that we're encourage reckless driving, we're encouraging precision driving. 34:11 Just in case Porsche lawyers are here. 34:15 They're coming after us. 34:17 And we, we made this other piece that's coming up here that, that you're showing. 34:20 So, you go and put the car in phone in the mount in the car and 34:24 you would actually drive a slalom course in your car. 34:28 And, and there's three distinct tests. 34:32 And then you got put on a global leaderboard. 34:35 And if you, you could be part of a group, like dealerships would have contests, and 34:38 Kate Upton apparently was in there that day. 34:43 So, we gave someone something to actually go forward to, 34:46 something to connect with, someone to, something to remember. 34:51 So, the numbers of people who actually use this, right? 34:58 Cuz it's a lot of effort. 35:01 You have to find a parking lot that you're not gonna get kicked out of. 35:01 Which is harder than it sounds. 35:05 You have to get the sticky mount, put it in your car. 35:07 You have to care enough to do that. 35:10 So, so getting people to actually take action. 35:12 Was hard, but the people who do this actually are really, 35:16 really active with it. 35:19 And Porsche has this driving school in Alabama that's incredible. 35:21 If you have a chance, you should definitely go. 35:25 And they, they give all their contest, contest group to every class. 35:29 And all, they all go home and they all enter this contest. 35:36 And they have this leaderboard. 35:39 And it's a real competitive group. 35:40 So they're very active. 35:43 And it, and it creates an actual experience for the brand. 35:45 Which is just really rewarding that people actually 35:47 take all this effort to do that and there's no prizes or anything. 35:51 So, that was a project we were really proud of. 35:55 So I'm gonna wrap it up. 35:58 That's the worst clip art I could find for that slide. 35:59 But. 36:04 [BLANK_AUDIO] 36:05 Here we go. 36:09 So, so tip number one you wanna make sure to understand the brand. 36:10 You wanna understand, what's going on? 36:13 You wanna understand differentiating factors. 36:15 And why the brand does what it does. 36:18 Hopefully, for more than just turning a buck. 36:20 Don't leave anything to chance. 36:25 I know it sounds excessive making an 80 page brand guide, 36:27 a 30 page client brief to, to get them on. 36:30 But through that process you're actually creating alignment 36:33 that makes the rest of the project so much easier. 36:36 Because they understand why you're doing what you're doing and 36:39 that extra client communication will get projects actually approved. 36:43 Which is really important when you're trying to do something different. 36:47 I heard a story in a different presentation where they were 36:50 talking about. 36:52 Oh, it was in John's UX seminar yesterday. 36:55 Talking about this brand's copying this brand, who's following this brand. 36:58 Cuz they go, they must have the insight. 37:03 And he was actually working for both clients and 37:05 knew they didn't have the insight. 37:06 They just thought they'd try something out. 37:08 But they were like, well, they must know something, so we're gonna copy it. 37:09 So, if you're actually gonna go and do something different,. 37:12 You need to have that alignment with your client. 37:15 You need to have them bought in and you better have a reason to do that. 37:17 And that reason if you have a why, if you have a master reason. 37:20 I mean, once clients are in on this, you can get them to do anything. 37:24 Like we, we got people to drive cars really fast. 37:28 Which the lawyer fees alone had to be ridiculous. 37:32 We have to communicate authentically to your audience. 37:36 The world's too transparent these days. 37:39 With the internet, you know everything that actually happens. 37:41 You know when companies don't live up to their why. 37:45 When they tell you everything's fair trade, yada, yada. 37:47 Then it's not, and it's a scandal. 37:52 So, you have to actually work with people who are what they say they are and 37:54 encourage them to, to own that. 38:00 Making it cohesive, reinforcing it, when you have cohesive, 38:04 it allows you to get people in from different spots. 38:08 It allows you to reinforce the message. 38:11 It allows you to create a story that's stronger than 38:13 just a 300 dpi waffle weave sweatshirt. 38:18 Use stories. 38:22 I mean, if you guys hadn't see that commercial before, 38:25 I'm guess you're all going to associate that with Chipotle from now on. 38:26 Or, if you see a $44 candleholder, 38:31 you're gonna associate that with their cancer care giving. 38:33 Cuz these are real things that they do, and they really matter. 38:37 Let the content guide you. 38:42 Whether, whether that content's a story about the charity partners for 38:43 Glassy Baby. 38:47 The Jimi Hendrix smashing his guitar at Woodstock. 38:49 Knowing these things. 38:53 Having any assets. 38:54 Lets the authenticity flow through. 38:58 And if you're lucky enough to be in a position where you get to create content. 39:01 Which I'm, I'm jealous, we, we don't get to create that much content. 39:05 [BLANK_AUDIO] 39:09 Don't let up cuz people connect with content. 39:11 If you saw John's session earlier, and 39:14 just the power of those media temple videos he made. 39:17 They, they're just tremendous. 39:22 Keep it simple. 39:24 People have very short attention span these days. 39:25 And, you just need to tell them what you want, why you want it, 39:30 who you are, and what you're doing. 39:35 Organize your experience in small pieces. 39:38 Create something memorable. 39:43 So important. 39:44 Napoleon thanks you. 39:47 I thank you. 39:48 I hope you got something good out of this and, 39:50 you're more equipped to create a great experience. 39:53 >> [APPLAUSE] 39:57
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