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Beyond Image: Brand As Experience Bridget Fahrland Fry, Inc. 1/30/04

Beyond Image: Brand As Experience Bridget Fahrland Fry, Inc. 1/30/04. AGENDA. Why Is Experience Important? Not Just For Kicks: The Goals Behind Experience The Creative Process: How To Build Experiences You Be The Judge: Assessing Experiences A Word On .Org Experiences Questions.

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Beyond Image: Brand As Experience Bridget Fahrland Fry, Inc. 1/30/04

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  1. Beyond Image: Brand As Experience Bridget Fahrland Fry, Inc. 1/30/04

  2. AGENDA • Why Is Experience Important? • Not Just For Kicks: The Goals Behind Experience • The Creative Process: How To Build Experiences • You Be The Judge: Assessing Experiences • A Word On .Org Experiences • Questions

  3. Stage 1: Limited Image

  4. Stage 2: Image Without Interaction

  5. Stage 3: Experience

  6. Image Vs Experience • An image conveys an emotion visually. It is a passive, one-way experience. • A true experience engages the user by requiring interaction. The best experiences have a purpose that meets the user needs and helps the company/organization accomplish its goals. • Experience is more than sound and animation. It is a culmination of creative, usability, and technology. • Sites that create an experience will be more successful.

  7. Not Just For Kicks: Common Site Goals • Sell Something Experience aids user in buying process • Build Loyalty Experience encourages repeat visit/purchase -- instills good feeling about the brand • Increase Brand Awareness Experience immerses user in brand and/or enables viral marketing

  8. Experience Sells

  9. Experience Builds Loyalty

  10. Experience Increases Brand Awareness

  11. On A Good Day, It Does All Three

  12. How To Build Experiences That Matter • Prioritize Site Goals • Understand User Needs • Identify Key Brand Attributes and Messages • Ensure Experience: • Furthers Business Goals • Meets User Needs • Captures Brand Essence • Involve Creative, Information Architecture, and Technology

  13. You Be The Judge: Fructis

  14. You Be The Judge: Lego

  15. You Be The Judge: Levis

  16. A Word On .Org Experiences(you know, the stuff that really matters)

  17. Experience As Action Not Entertainment

  18. & Q A

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