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After ‘Experience Design’

After ‘Experience Design’

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After ‘Experience Design’

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  1. After ‘Experience Design’ Presented by Andrew Zolli GEL 2003

  2. BRANDS =EXPERIENCES=CULTURE

  3. No Logo vs. Pro Logo vs. Whoa! Logo!

  4. “They’re a blight on the neighborhood!” “They’re taking over!” “We Hate Starbucks!” “They put the local place out of business.” “They have too much power.” “I want my brain back!”

  5. The Heavenly Starbucks, Christian Family Center, Munsey, IN Meanwhile…

  6. The Last Ride, Munsey, IN

  7. Relative increase of new brands 1860 1870 1880 1890 1900 1910 1920 1930 1940 1950 1960 1970 1980 1990 2000 How Did We Get Here?

  8. How Did We Get Here? Relative increase of new brands 1860 1870 1880 1890 1900 1910 1920 1930 1940 1950 1960 1970 1980 1990 2000

  9. 2000 1980 1960 2000 The Modern Acceleration of The Market

  10. The Modern Acceleration of The Market 2000 • Key Drivers: • Globalization • New Technology • Deregulation • Tax Policy • Public Policy 1980

  11. The Modern Acceleration of The Market 2000 • Responses: • New Brand Disciplines • New Brand Consultants • Expansion of Brands into the Public Sphere • Key Drivers: • Globalization • New Technology • Deregulation • Tax Policy • Public Policy 1960

  12. Culture Commodities Products Services Experiences ? $4.50 $1.00 $.10 $.25 $??? Moving Up The Chain of Meaning

  13. New Technologies of Intimacy

  14. #1 is HomeDepot.com #2 is HomeDepotSucks.com #3 is HomeDepot’s Suppliers

  15. www.branddating.nl Most Of Us Are Here. Where Are We Now? vs.

  16. So What Comes Next?

  17. Just Screw It.

  18. Another Curve! 2020 2000

  19. Another Curve! 2020 • Key Drivers: • Values • New Structures • New Metrics • Sustainability • Accountability • Transparency • Responsiveness • Dialogue 2000

  20. Another Curve! 2020 • Key Drivers: • Values • New Structures • New Metrics • Sustainability • Accountability • Transparency • Responsiveness • Dialogue 2000

  21. Some Questions For The Next Curve • Growth : Is it the foremost goal? • Scale : Is it the enemy of accountability? • Time : Do we need a longer view? • Profit : Is it only financial? • Customers : Are we merely consumers? • Metrics : How should we measure and reward?

  22. “We’ve pushed market wisdom and moral wisdom as far apart as possible. The next chapter will be dominated by the painful process of bringing them back together.” -Eamon Kelly GBN (2000)

  23. Thank You! Download This Presentation At www.zpluspartners.com/gel andrew@zpluspartners.com Z + Partners Design Strategy | Futures Research | Interesting Projects