RE: Chicken or the egg? Brand or experience, which comes first? (was: How to accomodate your company's user experience strategy with vended products)

Austin Govella wrote:
> Is there a reason experience does *not* drive brand? (And everything
> else for that matter). In my personal design cosmology, experience
> fuels everything.
 
Experiencing the brand begins with the brand and its desired values.
These values turn into a promise for target customers, and deliver the
promise in a way which brings the brand alive. 
 
Fulfilling the promise requires engaging and aligning employees (and
departments), and every process with the values of a brand. It entails
addressing issues such as education and training, teamwork, performance,
communication, and systems. To be successful, everyone should be singing
from the same sheet of music.  The brand provides the sheet. 
 
If high-level brand values -- such as responsiveness, trustworthiness,
and friendliness  -- are defined but never articulated, employees will
often struggle (as they should) trying to bring such values to life for
customers.  Only through articulation of how a company's values make
them different from their competitors can this happen. Employees need to
know desired behaviors to satisfy that promise. 
 
A company's brand essence fuels its brand promise. This promise can
further cement or unravel through every interaction customers have with
a company's people, processes, and products.  The translation from brand
promise into consistent action is where the UX strategy lives. 
 
Consistency of performance (experience) is what makes people loyal to
brands (promises kept).

________________________________

From: Austin Govella [mailto:[email protected]] 
Sent: Tuesday, February 15, 2005 10:45 AM
To: [email protected]
Subject: [AIGAExperienceDesign] Chicken or the egg? Brand or experience,
which comes first? (was: How to accomodate your company's user
experience strategy with vended products)


Paula Thornton wrote:
> Or, my shorthand....brand does not drive experience...it has little to
do
> with experience beyond being the shorthand for recalling all the
'things'
> people associate with that shorthand....
> 
> Can we even begin to get on the same page on this issue as
practitioners?

Is there a reason experience does *not* drive brand? (And everything
else for that matter). In my personal design cosmology, experience
fuels everything.

-- 
Austin Govella
Grafofini: the web team 
http://www.grafofini.com
[email protected]


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- - - - A I G A  E X P I E R I E N C E  D E S I G N - - - -

PURPOSE OF THE LIST:  The objective of AIGA Experience Design is to build an interdisciplinary community of professionals who design for a world in which experiences are increasingly digital and connected. This list has been established as a forum for the exchange of information among community members.

TO VIEW ARCHIVED MESSAGES: visit http://groups.yahoo.com/group/AIGAExperienceDesign

ETIQUETTE: We ask that participants observe common principles of civility and e-mail etiquette in their postings. Specifically, it is more appropriate to challenge ideas than individuals, and the list should *not* be used for personal communications, self-promotion, commercial solicitations or job postings.

JOB POSTINGS: Please post job listings on AIGA Design Jobs http://www.aiga.org/designjobs

TO UNSUBSCRIBE: Send e-mail to [email protected]

MORE INFORMATION: http://experiencedesign.aiga.org
 
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