| Thesis: Global brands can no longer
be disciplined visually. Thus the brand's personality becomes all
the more important. In time-based media such as the internet, brand
personality is leveraged most successfully through content and a consistent
interaction experience.
"That's fun", "That's my style",
"They understand my needs" &ndash users of digital backchannels want to be close to their brands and actively take part in them. Having
achieved this, brand loyalty is unlikely to fade.
Typical requirements:
- Marketing formats: concepts for buzz and lead generation, registration,
customer conversion, viral seeding
- Integrated formats: cross media (campaign-supportive) content
and tools
- Social formats: community, chat, forums, participatory and collaborative
tools
- Information formats: corporate, product, microsite, portal
- Service formats: eCommerce applications, (product) demos, tutorials,
guided tours, bots, avatars
- Entertainment formats: sweepstakes, ad games
- Usability formats: search/navigation tools
Approach and deliverables:
- Research, benchmarking
- Analysis and contextualisation of benefits, target group needs, brand values, competition, business and communication goals
- Defining content assets: key idea, tonality, usage and added value, target group relevance, structure and accessibility, storytelling, user experience
- Creating a user experience framework: personae, user journey, wireframe, functional layout, storyboard, motion script, process flow, etc.
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