Robert Barlow-Busch • ArtBarn • @becubed
Building products that build your brand
Photo by Anshu
“Lets you take control”
Photo by TomOnTheRoof
Brand is about experiences
Photo by Thomas Hawk
Products deliver experiences
We are emotional creatures
Photo by meddygarnet
Rational: Family entertainment
Emotional: Magic
Rational: Quality sportswear
Emotional: Achievement
Brands are emotional too
A brand is like a promise
Photo by Tim Parkinson
What’s the promise?
Marketing MAKES the promise…
…product development KEEPS it.
Brand promise as a product requirement
Interaction Design: Promoting “agility”
Information Architecture: Highlighting “community”
Copywriting: Speaking in a “personal” voice
Information Design: Providing “visibility”
Visual Design: Evoking “playfulness”
But how to confirm you’re on the right track?
Photo collage:The brand
Photo collage:The website
vs.
If this product was a car, what kind of car would it be?
Photo by 27147
If this was a human family, what role would each play?
Your target is this sweet spot
Q&ARobert Barlow-Busch • ArtBarn • @becubed
Photo credits
Anshu http://www.flickr.com/photos/anshu_si/5537146181/
TomOnTheRoof http://www.flickr.com/photos/_tom/2222124500/
Thomas Hawk http://www.flickr.com/photos/thomashawk/509278
meddygarnet http://www.flickr.com/photos/meddygarnet/3392686660/
Tim Parkinson http://www.flickr.com/photos/timparkinson/2991873690/
27147 http://www.flickr.com/photos/27147/3411775886/