The document discusses how customer experiences with a brand can change perceptions of that brand. It emphasizes that experiences should align with and authentically communicate a brand's internal values to external customers. Positive experiences create memories and stories that become associated with a brand. The customer experience fulfills the brand promise. There is no hiding from customers thanks to mobile, so brands must find ways to evaluate, authenticate and allow sharing of their experiences.

1. M-DAYS
MATCHING THE EXPERIENCE TO
THE BRAND
JAMES MCCONNELL 2013.02.06

3. KEYWORDS
ENGAGING
AUTHENTIC
MEMORABLE
SCREEN INTERACTION 3

6. EXPERIENCE CHANGES BRAND
PERCEPTION.
SCREEN INTERACTION

7. ALIGN
01 02
COMMUNICATE
BRAND VALUES
INTERNALLY EXTERNALLY
SCREEN INTERACTION

8. AN INTERACTION WHICH MAKES
CREATES UX US FEEL...
WHICH CREATES
MEMORIES,
ASSOCIATIONS &
STORIES
SCREEN INTERACTION

9. www.screeninteraction.com

10. We can make people’s lives easier
through the digital products they use.

11. SCREEN INTERACTION 11

12. SCREEN INTERACTION

13. BENEFIT RECEIVER
SCREEN INTERACTION

14. BENEFIT RECEIVER
CUSTOMER
SCREEN INTERACTION

15. OLD BRAND NEW EXPERIENCE
ASSOCIATIONS REALITY
Impersonal Personal
Complicated Simple
Confusing Usable
SCREEN INTERACTION 15

16. THE CUSTOMER EXPERIENCE IS
THE FULFILMENT OF THE BRAND
PROMISE & VALUES.
SCREEN INTERACTION

17. THERE IS NO HIDING PLACE FOR A
BRAND, THANKS TO MOBILE.
FIND
EVALUATE
AUTHENTICATE
SHARE
SCREEN INTERACTION

18. CHOOSERS,
NOT USERS
SCREEN INTERACTION 18

19. CASE MOVIE
SCREEN INTERACTION 19

20. SCREEN INTERACTION 20

21. CREATING DESIRABLE
EXPERIENCES
SCREEN INTERACTION

22. 01
STORYTELLING
SCREEN INTERACTION

23. 02
AUTHENTIC
SCREEN INTERACTION

24. 03
THE SMALL THINGS
SCREEN INTERACTION

25. SUMMARY
(OR WHY HE WORE A KILT)
1. EXPERIENCE CHANGES BRAND PERCEPTION
2. GIVE THEM A STORY TO TELL
3. BE AUTHENTIC AND HUMAN
SCREEN INTERACTION

26. THANK YOU
James McConnell Reza Assareh
UX & Interaction Designer Business Development
+46 7 3333 7216 +46 706 850 192
www.screeninteraction.com
SCREEN INTERACTION 26