SlideShare une entreprise Scribd logo
1  sur  68
An honest interactive brand consultant
Hi, my name is
Henning von
Vogelsang.
I am an honest
interactive brand
consultant.
Honest?
Look at marketing
today, and five
years ago.
Everything in
communications
has changed.
People don’t want
to be consumers.
They want to be
people.
People don’t trust
you blindly.
People don’t buy
into advertising
any longer.
People learn, build
communities and
openly share what
they like.
People care more
about real things
than about fake
reality.
People make the
pace for your
brand, not the
other way around.
People make a
brand successful.
And this is just the
beginning.
We have no
choice but to be
honest.
How can we be
honest?
Being honest
means, we stop
manipulating and
start cooperating.
With brands that
mean something.
With marketing
that incorporates
people’s true
opinions.
With websites that
are based on
needs, not on
product features.
With promotions
that promote
people’s interests.
With strategies
that don’t force,
but flow with our
learnings.
Why?
Let’s talk about
disconnection.
When you develop
products and a brand
strategy, you have to
think about the whole
chain.
You have to be
careful to not get
disconnected from
what people want.
My cell phone has
two cameras. One is
a front sided camera
for video calls.
I’m a geek. And yet,
none of my geeky
friends makes a
video call.
Manufacturers add
video because they
can. The technology
is there.
Video calls help
network providers
make more money.
But video calls is
not something
people need or
want today.
What they want is a
phone that is easy to
use, with a plan that
is reasonable for their
needs.
This is what
disconnection is
all about.
The corelation of
product, brand and
experience is a chain
reaction that ripples
back and forth.
You can’t ignore one
part of the chain.
Let’s talk about
corelation.
People perceive your
products, brands,
services and
communication as your
interaction with them.
People like brands
for what they see
in them.
Their view is based on
the experiences they had
with a brand, like a
brother or sister in your
family you grew to love.
This has potential for a
great relationship, but it
is dependent on your
honesty and commitment
to what they want.
Using media as a
one-way lane limits
your influence.
It is crucial you develop
a true relationship.
Which means more than
a monologue like in
traditional advertising.
It involves people
who care about your
products, their true
opinions, and your
interaction with them.
If you don’t care about
being in touch with
them, people will stop
caring for you.
If you respect the
relationship of
people, products and
brands, you can
benefit from it.
Brand Strategy     User Experience     System Design
What is the core   What is it people   How can I
of my product or   really want to do   transport that in
brand?             with my stuff?      various media?
How you act will
get back to you,
which will show in
sales.
The Web can be a key
element that brings it
all together.
So all we need is a
couple of slides
with a few cool
statements?
No.
You need
someone who
understands your
audience.
Someone who
knows your clients
better than they
know themselves.
Someone who
does branding,
knows advertising
and is interactive.
Last but not least,
someone with
passion and love
for all of this.
When can we start
working together?
Examples
Brand Strategy      User Experience    System Design
Concentrating       Being open and     The advantages
three disciplines   interacting as a   of consistent
in one brand.       key element.       design patterns.
Brand Strategy
For my work with brands, strategies and interaction,
I created the brand core. The core strategy is
speaking clearly through the brand itself.

                              • Finding the core of your
                                product, brand or idea
                              • Sticking to what we
                                learn about the core
                              • Being honest with the
                                people interacting with
                                the brand
Our communication brief is a result of a workshop
with the client. We set the goals based on the core
of what makes people and a brand interact. The
idea is to create something people really want.
User Experience
For JWT Zurich, I developed a new concept for their
website, which was revolutionary compared to how
advertising agencies usually present themselves.

                             • Integrated blogging-
                               and gallery-site
                             • Ad- and content rating
                             • Conversations
                             • Links to related content
                               from external sources
Almost every ad agency-website follows the same
pattern: Interaction is limited to clicking. JWT got a
true conversation website, giving space to opinions,
letting people rate and allowing third-party content.
System Design
Wis.dm in Boston needed an improved website with
a new interface, using a set of design patterns with
consistent shapes, typography, colors and icons.

                                                                                                                                 • Design patterns improved
                                                                                        Login Join Account About Contact Help



   You    Fans People Message Center Tools                      Daily wis.dm   Collective wis.dm     My wis.dm



                                                                                                                                   consistency of behavior
   Bio Portfolio Blog Interests Contacts Tags Invitations




                                                                                                                                   and experience
    Featured Member                                                                       What you can do


                 Lilian Archer                                                                 Spread wis.dm
                                                                                               Collect wis.dm, share it and
                 “I love my blog. It’s great to let my friends know about                      see what other members find




                                                                                                                                 • Colors, icons and other
                 my life, and it helps me to better understand myself.”                        interesting.

                                                                                               Be yourself
                                                                                               Upload your pictures, show
   Are you a college student or recent graduate starting to think                              people who you are, what you
                                                                                               do and what you love.



                                                                                                                                   form elements were
   about the future?
                                                                                               Use the services you know
                                                                                               already, like Flickr
   Wis.dm is a social network, that enables you to:                                            Share your stuff and integrate
       meet others who think like you and are interested in similar things                     the services you know and love.




                                                                                                                                   defined with purpose and
       share some of the most relevant and intriguing content on the web
                                                                                                Take the tour
       develop and show your more intellectual side


   We’ve just gotten started. If you’d like to join, request an invite now.

                                                                                                                                   expression
    wis.dm 100
Core redesigned the website, creating a design
system based on people’s needs, with great care for
usability, to improve the experience of product and
brand.




   Navigate logically
   Meta
   Navigation global
   Navigation local
   Content              Intuitive access
   Dive intuitively
Strengths
• Clear, logical thinker            • Pragmatic, goal oriented
• Develops intelligent concepts     • Project-oriented, flexible in
                                      team work
• High degree of creativity
                                    • Great in strategy and
• A skilled writer
                                      consulting
• Ability to simplify the complex
                                    • Excellent in development of
• Compelling presenter                information architecture, user
                                      experience, good usability
• Strong leadership qualities
Experience
• Deep knowledge of Web, its      • Former executive board
  history and the current           member of JWT Zurich
  developments
                                  • Fluent in writing and speaking
• 17 years experience in            English and German
  advertising and branding
                                  • Proficiency in Windows and
• 8 years experience focused on     Mac OS
  interactive
                                  • Ability to hand-code XHTML
• Extensive experience in sales     and CSS from scratch
  talks and client guidance
Background




Award-winning creative director in advertising
Objective
I help people, companies and
brands understand how
people use the Web, and
guide them to create better
experiences.
Thank you for
listening.
© core 2005-2007
The use of content or elements of this presentation is not allowed without written permission by core.
Ohne schriftliche Erlaubnis durch core ist es nicht gestattet, Inhalte oder Teile dieser Präsentation zu verwenden.
Protected by a Creative Commons License




Henning von Vogelsang
core / corebasis@gmail.com / phone +41 78 843 0838

Contenu connexe

Tendances

Sparking Creativity 2016 - my ideas published
Sparking Creativity 2016 - my ideas publishedSparking Creativity 2016 - my ideas published
Sparking Creativity 2016 - my ideas publishedKaren Loftus
 
Social Recruiting: Tools, Technologies and Techniques
Social Recruiting: Tools, Technologies and TechniquesSocial Recruiting: Tools, Technologies and Techniques
Social Recruiting: Tools, Technologies and TechniquesCrexia
 
Social Media and Job Hunting 2011
Social Media and Job Hunting 2011Social Media and Job Hunting 2011
Social Media and Job Hunting 2011Thinktank Social
 
LinkedIn & Facebook Handouts
LinkedIn & Facebook HandoutsLinkedIn & Facebook Handouts
LinkedIn & Facebook HandoutsLorraine Goodman
 
Chance Favors The Prepared Network
Chance Favors The Prepared NetworkChance Favors The Prepared Network
Chance Favors The Prepared NetworkMary Canady
 
Getting Started With Social Recruiting #SRCONF Paris
Getting Started With Social Recruiting #SRCONF ParisGetting Started With Social Recruiting #SRCONF Paris
Getting Started With Social Recruiting #SRCONF ParisHM Revenue & Customs
 
Social media for recruitment
Social media for recruitmentSocial media for recruitment
Social media for recruitmentTiffany St James
 
The 2013 Personal Branding Trends and How Translators Can Leverage Them.
The 2013 Personal Branding Trends and How Translators Can Leverage Them.The 2013 Personal Branding Trends and How Translators Can Leverage Them.
The 2013 Personal Branding Trends and How Translators Can Leverage Them.Marcela Reyes
 
Guide pages google plus
Guide pages google plus Guide pages google plus
Guide pages google plus tdesaintmartin
 
Jci social-media
Jci social-mediaJci social-media
Jci social-mediaRalli
 
SMM webinar 1 part a
SMM webinar 1 part aSMM webinar 1 part a
SMM webinar 1 part aSPThinking
 
SEO Sydney Tip: Write Articles for Your Business to Increase Exposure
SEO Sydney Tip: Write Articles for Your Business to Increase ExposureSEO Sydney Tip: Write Articles for Your Business to Increase Exposure
SEO Sydney Tip: Write Articles for Your Business to Increase Exposureauswebsolutionss
 
LinkedIn Etiquette
LinkedIn EtiquetteLinkedIn Etiquette
LinkedIn EtiquetteJeff Young
 
Business of Social 3.0 - overview
Business of Social 3.0 - overviewBusiness of Social 3.0 - overview
Business of Social 3.0 - overviewgoldzerg
 
Social Business - From Stickmen and Cubicles to Whipping and a Princess Cake
Social Business - From Stickmen and Cubicles to Whipping and a Princess CakeSocial Business - From Stickmen and Cubicles to Whipping and a Princess Cake
Social Business - From Stickmen and Cubicles to Whipping and a Princess CakeIBM Danmark
 
Social Web Application Design
Social Web Application DesignSocial Web Application Design
Social Web Application DesignLuke Wroblewski
 
Promoting Your Non-Profit in Social Media: Organizational, Cause and Personal...
Promoting Your Non-Profit in Social Media: Organizational, Cause and Personal...Promoting Your Non-Profit in Social Media: Organizational, Cause and Personal...
Promoting Your Non-Profit in Social Media: Organizational, Cause and Personal...Visible Logic, Inc.
 

Tendances (18)

Sparking Creativity 2016 - my ideas published
Sparking Creativity 2016 - my ideas publishedSparking Creativity 2016 - my ideas published
Sparking Creativity 2016 - my ideas published
 
Social Recruiting: Tools, Technologies and Techniques
Social Recruiting: Tools, Technologies and TechniquesSocial Recruiting: Tools, Technologies and Techniques
Social Recruiting: Tools, Technologies and Techniques
 
Social Media and Job Hunting 2011
Social Media and Job Hunting 2011Social Media and Job Hunting 2011
Social Media and Job Hunting 2011
 
LinkedIn & Facebook Handouts
LinkedIn & Facebook HandoutsLinkedIn & Facebook Handouts
LinkedIn & Facebook Handouts
 
Chance Favors The Prepared Network
Chance Favors The Prepared NetworkChance Favors The Prepared Network
Chance Favors The Prepared Network
 
Getting Started With Social Recruiting #SRCONF Paris
Getting Started With Social Recruiting #SRCONF ParisGetting Started With Social Recruiting #SRCONF Paris
Getting Started With Social Recruiting #SRCONF Paris
 
Social media for recruitment
Social media for recruitmentSocial media for recruitment
Social media for recruitment
 
The 2013 Personal Branding Trends and How Translators Can Leverage Them.
The 2013 Personal Branding Trends and How Translators Can Leverage Them.The 2013 Personal Branding Trends and How Translators Can Leverage Them.
The 2013 Personal Branding Trends and How Translators Can Leverage Them.
 
Digital Reputation and Online Branding
Digital Reputation and Online BrandingDigital Reputation and Online Branding
Digital Reputation and Online Branding
 
Guide pages google plus
Guide pages google plus Guide pages google plus
Guide pages google plus
 
Jci social-media
Jci social-mediaJci social-media
Jci social-media
 
SMM webinar 1 part a
SMM webinar 1 part aSMM webinar 1 part a
SMM webinar 1 part a
 
SEO Sydney Tip: Write Articles for Your Business to Increase Exposure
SEO Sydney Tip: Write Articles for Your Business to Increase ExposureSEO Sydney Tip: Write Articles for Your Business to Increase Exposure
SEO Sydney Tip: Write Articles for Your Business to Increase Exposure
 
LinkedIn Etiquette
LinkedIn EtiquetteLinkedIn Etiquette
LinkedIn Etiquette
 
Business of Social 3.0 - overview
Business of Social 3.0 - overviewBusiness of Social 3.0 - overview
Business of Social 3.0 - overview
 
Social Business - From Stickmen and Cubicles to Whipping and a Princess Cake
Social Business - From Stickmen and Cubicles to Whipping and a Princess CakeSocial Business - From Stickmen and Cubicles to Whipping and a Princess Cake
Social Business - From Stickmen and Cubicles to Whipping and a Princess Cake
 
Social Web Application Design
Social Web Application DesignSocial Web Application Design
Social Web Application Design
 
Promoting Your Non-Profit in Social Media: Organizational, Cause and Personal...
Promoting Your Non-Profit in Social Media: Organizational, Cause and Personal...Promoting Your Non-Profit in Social Media: Organizational, Cause and Personal...
Promoting Your Non-Profit in Social Media: Organizational, Cause and Personal...
 

En vedette

Business idea light bulb clicking shinning innovation decision making new pro...
Business idea light bulb clicking shinning innovation decision making new pro...Business idea light bulb clicking shinning innovation decision making new pro...
Business idea light bulb clicking shinning innovation decision making new pro...SlideTeam.net
 
Pineapple works
Pineapple worksPineapple works
Pineapple worksameetmehta
 
Calculated : Evaluating Brand Strategy
Calculated : Evaluating Brand StrategyCalculated : Evaluating Brand Strategy
Calculated : Evaluating Brand StrategyJay Nicholl
 
The Future of Loyalty | Alex Hunter, Brand Consultant | iStrategy Singapore 2010
The Future of Loyalty | Alex Hunter, Brand Consultant | iStrategy Singapore 2010The Future of Loyalty | Alex Hunter, Brand Consultant | iStrategy Singapore 2010
The Future of Loyalty | Alex Hunter, Brand Consultant | iStrategy Singapore 2010iStrategy
 
Barefoot Brand Consultancy - portfolio presentation
Barefoot Brand Consultancy - portfolio presentation Barefoot Brand Consultancy - portfolio presentation
Barefoot Brand Consultancy - portfolio presentation Arpita Khadria
 
iLogo-Company profile
iLogo-Company profileiLogo-Company profile
iLogo-Company profileiLogo
 
Fund Raising Fundamentals for student activities
Fund Raising Fundamentals for student activitiesFund Raising Fundamentals for student activities
Fund Raising Fundamentals for student activities4P Egypt
 
Creative Concepts Presentation
Creative Concepts PresentationCreative Concepts Presentation
Creative Concepts Presentationacquarus
 
Brand Tensity: Opposites Attract
Brand Tensity: Opposites AttractBrand Tensity: Opposites Attract
Brand Tensity: Opposites AttractYoung & Rubicam
 
Trends 2017: Retail Opportunity for the Fast Changing World and the Human Mind
Trends 2017: Retail Opportunity for the Fast Changing World and the Human MindTrends 2017: Retail Opportunity for the Fast Changing World and the Human Mind
Trends 2017: Retail Opportunity for the Fast Changing World and the Human MindNational Retail Federation
 
Building a Best-of-Class Branding Consultancy Brand by Hayes Roth, HA Roth Co...
Building a Best-of-Class Branding Consultancy Brand by Hayes Roth, HA Roth Co...Building a Best-of-Class Branding Consultancy Brand by Hayes Roth, HA Roth Co...
Building a Best-of-Class Branding Consultancy Brand by Hayes Roth, HA Roth Co...HA Roth Consulting
 
Ninth Space Brand Consultancy Projects
Ninth Space Brand Consultancy Projects Ninth Space Brand Consultancy Projects
Ninth Space Brand Consultancy Projects Kathryn Churchouse
 
Startup funding : bootstrapping vs fundraising
Startup funding : bootstrapping vs fundraisingStartup funding : bootstrapping vs fundraising
Startup funding : bootstrapping vs fundraisingFrance Digitale
 
Listing presentation Dawn Bahr
Listing presentation Dawn BahrListing presentation Dawn Bahr
Listing presentation Dawn BahrDawn Bahr
 

En vedette (15)

Business idea light bulb clicking shinning innovation decision making new pro...
Business idea light bulb clicking shinning innovation decision making new pro...Business idea light bulb clicking shinning innovation decision making new pro...
Business idea light bulb clicking shinning innovation decision making new pro...
 
Brand management
Brand managementBrand management
Brand management
 
Pineapple works
Pineapple worksPineapple works
Pineapple works
 
Calculated : Evaluating Brand Strategy
Calculated : Evaluating Brand StrategyCalculated : Evaluating Brand Strategy
Calculated : Evaluating Brand Strategy
 
The Future of Loyalty | Alex Hunter, Brand Consultant | iStrategy Singapore 2010
The Future of Loyalty | Alex Hunter, Brand Consultant | iStrategy Singapore 2010The Future of Loyalty | Alex Hunter, Brand Consultant | iStrategy Singapore 2010
The Future of Loyalty | Alex Hunter, Brand Consultant | iStrategy Singapore 2010
 
Barefoot Brand Consultancy - portfolio presentation
Barefoot Brand Consultancy - portfolio presentation Barefoot Brand Consultancy - portfolio presentation
Barefoot Brand Consultancy - portfolio presentation
 
iLogo-Company profile
iLogo-Company profileiLogo-Company profile
iLogo-Company profile
 
Fund Raising Fundamentals for student activities
Fund Raising Fundamentals for student activitiesFund Raising Fundamentals for student activities
Fund Raising Fundamentals for student activities
 
Creative Concepts Presentation
Creative Concepts PresentationCreative Concepts Presentation
Creative Concepts Presentation
 
Brand Tensity: Opposites Attract
Brand Tensity: Opposites AttractBrand Tensity: Opposites Attract
Brand Tensity: Opposites Attract
 
Trends 2017: Retail Opportunity for the Fast Changing World and the Human Mind
Trends 2017: Retail Opportunity for the Fast Changing World and the Human MindTrends 2017: Retail Opportunity for the Fast Changing World and the Human Mind
Trends 2017: Retail Opportunity for the Fast Changing World and the Human Mind
 
Building a Best-of-Class Branding Consultancy Brand by Hayes Roth, HA Roth Co...
Building a Best-of-Class Branding Consultancy Brand by Hayes Roth, HA Roth Co...Building a Best-of-Class Branding Consultancy Brand by Hayes Roth, HA Roth Co...
Building a Best-of-Class Branding Consultancy Brand by Hayes Roth, HA Roth Co...
 
Ninth Space Brand Consultancy Projects
Ninth Space Brand Consultancy Projects Ninth Space Brand Consultancy Projects
Ninth Space Brand Consultancy Projects
 
Startup funding : bootstrapping vs fundraising
Startup funding : bootstrapping vs fundraisingStartup funding : bootstrapping vs fundraising
Startup funding : bootstrapping vs fundraising
 
Listing presentation Dawn Bahr
Listing presentation Dawn BahrListing presentation Dawn Bahr
Listing presentation Dawn Bahr
 

Similaire à An honest interactive brand consultant

B2B Community Building - a discussion and roadmap - mesh conference 2010
B2B Community Building - a discussion and roadmap - mesh conference 2010B2B Community Building - a discussion and roadmap - mesh conference 2010
B2B Community Building - a discussion and roadmap - mesh conference 2010Spodek & Co.
 
Social media mba alumni 260612
Social media mba alumni 260612Social media mba alumni 260612
Social media mba alumni 260612Brian Jørgensen
 
Social Media 101
Social Media 101Social Media 101
Social Media 101Gigi Huynh
 
Personal Branding A to Z - 26 Milestones on The Road to Recognition
Personal Branding A to Z - 26 Milestones on The Road to RecognitionPersonal Branding A to Z - 26 Milestones on The Road to Recognition
Personal Branding A to Z - 26 Milestones on The Road to RecognitionBarry Feldman
 
2020 Social Five Reasons Why Business Is Social
2020 Social Five Reasons Why Business Is Social2020 Social Five Reasons Why Business Is Social
2020 Social Five Reasons Why Business Is Social2020 Social
 
Social Branding - Create your Niche
Social Branding - Create your NicheSocial Branding - Create your Niche
Social Branding - Create your NicheKnowledge360
 
Facebook garage 06102011_final
Facebook garage 06102011_finalFacebook garage 06102011_final
Facebook garage 06102011_finalMindjumpers
 
7 Tips to Creating a "No Fuss" Social Media Strategy
7 Tips to Creating a "No Fuss" Social Media Strategy7 Tips to Creating a "No Fuss" Social Media Strategy
7 Tips to Creating a "No Fuss" Social Media StrategyJoanne DelBalso
 
Building Your Personal Brand with Social Media
Building Your Personal Brand with Social MediaBuilding Your Personal Brand with Social Media
Building Your Personal Brand with Social MediaErin Dorney
 
Engage Your Online Community
Engage Your Online CommunityEngage Your Online Community
Engage Your Online CommunityWhiteboardDiaries
 
Voxpopuli - How to lead your tribe
Voxpopuli - How to lead your tribeVoxpopuli - How to lead your tribe
Voxpopuli - How to lead your tribeGiuseppe Cavallo
 
Samit Malkani_Digital Creative_Northpoint_Feb2012
Samit Malkani_Digital Creative_Northpoint_Feb2012Samit Malkani_Digital Creative_Northpoint_Feb2012
Samit Malkani_Digital Creative_Northpoint_Feb2012Samit Malkani
 
Social media marketing
Social media marketingSocial media marketing
Social media marketingmadclubvgsom
 
Brand Development for business growth
Brand Development for business growthBrand Development for business growth
Brand Development for business growthJoanna Allen
 
STC09 Social Media and User Experience
STC09 Social Media and User ExperienceSTC09 Social Media and User Experience
STC09 Social Media and User ExperienceEric Grandeo
 

Similaire à An honest interactive brand consultant (20)

B2B Community Building - a discussion and roadmap - mesh conference 2010
B2B Community Building - a discussion and roadmap - mesh conference 2010B2B Community Building - a discussion and roadmap - mesh conference 2010
B2B Community Building - a discussion and roadmap - mesh conference 2010
 
Social media mba alumni 260612
Social media mba alumni 260612Social media mba alumni 260612
Social media mba alumni 260612
 
Social Media 101
Social Media 101Social Media 101
Social Media 101
 
Personal Branding A to Z - 26 Milestones on The Road to Recognition
Personal Branding A to Z - 26 Milestones on The Road to RecognitionPersonal Branding A to Z - 26 Milestones on The Road to Recognition
Personal Branding A to Z - 26 Milestones on The Road to Recognition
 
2020 Social Five Reasons Why Business Is Social
2020 Social Five Reasons Why Business Is Social2020 Social Five Reasons Why Business Is Social
2020 Social Five Reasons Why Business Is Social
 
QRCA - Philadelphia
QRCA - PhiladelphiaQRCA - Philadelphia
QRCA - Philadelphia
 
Social Branding - Create your Niche
Social Branding - Create your NicheSocial Branding - Create your Niche
Social Branding - Create your Niche
 
Facebook garage 06102011_final
Facebook garage 06102011_finalFacebook garage 06102011_final
Facebook garage 06102011_final
 
7 Tips to Creating a "No Fuss" Social Media Strategy
7 Tips to Creating a "No Fuss" Social Media Strategy7 Tips to Creating a "No Fuss" Social Media Strategy
7 Tips to Creating a "No Fuss" Social Media Strategy
 
Building Your Personal Brand with Social Media
Building Your Personal Brand with Social MediaBuilding Your Personal Brand with Social Media
Building Your Personal Brand with Social Media
 
Engage Your Online Community
Engage Your Online CommunityEngage Your Online Community
Engage Your Online Community
 
Nawic
NawicNawic
Nawic
 
Voxpopuli - How to lead your tribe
Voxpopuli - How to lead your tribeVoxpopuli - How to lead your tribe
Voxpopuli - How to lead your tribe
 
Personal branding roadmap
Personal branding roadmapPersonal branding roadmap
Personal branding roadmap
 
Samit Malkani_Digital Creative_Northpoint_Feb2012
Samit Malkani_Digital Creative_Northpoint_Feb2012Samit Malkani_Digital Creative_Northpoint_Feb2012
Samit Malkani_Digital Creative_Northpoint_Feb2012
 
Social media marketing
Social media marketingSocial media marketing
Social media marketing
 
Brand Development for business growth
Brand Development for business growthBrand Development for business growth
Brand Development for business growth
 
Savvy & Victor
Savvy & VictorSavvy & Victor
Savvy & Victor
 
Arela Club
Arela ClubArela Club
Arela Club
 
STC09 Social Media and User Experience
STC09 Social Media and User ExperienceSTC09 Social Media and User Experience
STC09 Social Media and User Experience
 

Dernier

Top 10 Squarespace Development Companies
Top 10 Squarespace Development CompaniesTop 10 Squarespace Development Companies
Top 10 Squarespace Development CompaniesTopCSSGallery
 
UiPath Studio Web workshop series - Day 2
UiPath Studio Web workshop series - Day 2UiPath Studio Web workshop series - Day 2
UiPath Studio Web workshop series - Day 2DianaGray10
 
UiPath Studio Web workshop series - Day 4
UiPath Studio Web workshop series - Day 4UiPath Studio Web workshop series - Day 4
UiPath Studio Web workshop series - Day 4DianaGray10
 
3 Pitfalls Everyone Should Avoid with Cloud Data
3 Pitfalls Everyone Should Avoid with Cloud Data3 Pitfalls Everyone Should Avoid with Cloud Data
3 Pitfalls Everyone Should Avoid with Cloud DataEric D. Schabell
 
From the origin to the future of Open Source model and business
From the origin to the future of  Open Source model and businessFrom the origin to the future of  Open Source model and business
From the origin to the future of Open Source model and businessFrancesco Corti
 
Introduction - IPLOOK NETWORKS CO., LTD.
Introduction - IPLOOK NETWORKS CO., LTD.Introduction - IPLOOK NETWORKS CO., LTD.
Introduction - IPLOOK NETWORKS CO., LTD.IPLOOK Networks
 
Key Trends Shaping the Future of Infrastructure.pdf
Key Trends Shaping the Future of Infrastructure.pdfKey Trends Shaping the Future of Infrastructure.pdf
Key Trends Shaping the Future of Infrastructure.pdfCheryl Hung
 
Keep Your Finger on the Pulse of Your Building's Performance with IES Live
Keep Your Finger on the Pulse of Your Building's Performance with IES LiveKeep Your Finger on the Pulse of Your Building's Performance with IES Live
Keep Your Finger on the Pulse of Your Building's Performance with IES LiveIES VE
 
Patch notes explaining DISARM Version 1.4 update
Patch notes explaining DISARM Version 1.4 updatePatch notes explaining DISARM Version 1.4 update
Patch notes explaining DISARM Version 1.4 updateadam112203
 
.NET 8 ChatBot with Azure OpenAI Services.pptx
.NET 8 ChatBot with Azure OpenAI Services.pptx.NET 8 ChatBot with Azure OpenAI Services.pptx
.NET 8 ChatBot with Azure OpenAI Services.pptxHansamali Gamage
 
Planetek Italia Srl - Corporate Profile Brochure
Planetek Italia Srl - Corporate Profile BrochurePlanetek Italia Srl - Corporate Profile Brochure
Planetek Italia Srl - Corporate Profile BrochurePlanetek Italia Srl
 
AI Workshops at Computers In Libraries 2024
AI Workshops at Computers In Libraries 2024AI Workshops at Computers In Libraries 2024
AI Workshops at Computers In Libraries 2024Brian Pichman
 
Explore the UiPath Community and ways you can benefit on your journey to auto...
Explore the UiPath Community and ways you can benefit on your journey to auto...Explore the UiPath Community and ways you can benefit on your journey to auto...
Explore the UiPath Community and ways you can benefit on your journey to auto...DianaGray10
 
Introduction to RAG (Retrieval Augmented Generation) and its application
Introduction to RAG (Retrieval Augmented Generation) and its applicationIntroduction to RAG (Retrieval Augmented Generation) and its application
Introduction to RAG (Retrieval Augmented Generation) and its applicationKnoldus Inc.
 
Novo Nordisk's journey in developing an open-source application on Neo4j
Novo Nordisk's journey in developing an open-source application on Neo4jNovo Nordisk's journey in developing an open-source application on Neo4j
Novo Nordisk's journey in developing an open-source application on Neo4jNeo4j
 
UiPath Studio Web workshop series - Day 1
UiPath Studio Web workshop series  - Day 1UiPath Studio Web workshop series  - Day 1
UiPath Studio Web workshop series - Day 1DianaGray10
 
Extra-120324-Visite-Entreprise-icare.pdf
Extra-120324-Visite-Entreprise-icare.pdfExtra-120324-Visite-Entreprise-icare.pdf
Extra-120324-Visite-Entreprise-icare.pdfInfopole1
 
The Zero-ETL Approach: Enhancing Data Agility and Insight
The Zero-ETL Approach: Enhancing Data Agility and InsightThe Zero-ETL Approach: Enhancing Data Agility and Insight
The Zero-ETL Approach: Enhancing Data Agility and InsightSafe Software
 
The New Cloud World Order Is FinOps (Slideshow)
The New Cloud World Order Is FinOps (Slideshow)The New Cloud World Order Is FinOps (Slideshow)
The New Cloud World Order Is FinOps (Slideshow)codyslingerland1
 
Flow Control | Block Size | ST Min | First Frame
Flow Control | Block Size | ST Min | First FrameFlow Control | Block Size | ST Min | First Frame
Flow Control | Block Size | ST Min | First FrameKapil Thakar
 

Dernier (20)

Top 10 Squarespace Development Companies
Top 10 Squarespace Development CompaniesTop 10 Squarespace Development Companies
Top 10 Squarespace Development Companies
 
UiPath Studio Web workshop series - Day 2
UiPath Studio Web workshop series - Day 2UiPath Studio Web workshop series - Day 2
UiPath Studio Web workshop series - Day 2
 
UiPath Studio Web workshop series - Day 4
UiPath Studio Web workshop series - Day 4UiPath Studio Web workshop series - Day 4
UiPath Studio Web workshop series - Day 4
 
3 Pitfalls Everyone Should Avoid with Cloud Data
3 Pitfalls Everyone Should Avoid with Cloud Data3 Pitfalls Everyone Should Avoid with Cloud Data
3 Pitfalls Everyone Should Avoid with Cloud Data
 
From the origin to the future of Open Source model and business
From the origin to the future of  Open Source model and businessFrom the origin to the future of  Open Source model and business
From the origin to the future of Open Source model and business
 
Introduction - IPLOOK NETWORKS CO., LTD.
Introduction - IPLOOK NETWORKS CO., LTD.Introduction - IPLOOK NETWORKS CO., LTD.
Introduction - IPLOOK NETWORKS CO., LTD.
 
Key Trends Shaping the Future of Infrastructure.pdf
Key Trends Shaping the Future of Infrastructure.pdfKey Trends Shaping the Future of Infrastructure.pdf
Key Trends Shaping the Future of Infrastructure.pdf
 
Keep Your Finger on the Pulse of Your Building's Performance with IES Live
Keep Your Finger on the Pulse of Your Building's Performance with IES LiveKeep Your Finger on the Pulse of Your Building's Performance with IES Live
Keep Your Finger on the Pulse of Your Building's Performance with IES Live
 
Patch notes explaining DISARM Version 1.4 update
Patch notes explaining DISARM Version 1.4 updatePatch notes explaining DISARM Version 1.4 update
Patch notes explaining DISARM Version 1.4 update
 
.NET 8 ChatBot with Azure OpenAI Services.pptx
.NET 8 ChatBot with Azure OpenAI Services.pptx.NET 8 ChatBot with Azure OpenAI Services.pptx
.NET 8 ChatBot with Azure OpenAI Services.pptx
 
Planetek Italia Srl - Corporate Profile Brochure
Planetek Italia Srl - Corporate Profile BrochurePlanetek Italia Srl - Corporate Profile Brochure
Planetek Italia Srl - Corporate Profile Brochure
 
AI Workshops at Computers In Libraries 2024
AI Workshops at Computers In Libraries 2024AI Workshops at Computers In Libraries 2024
AI Workshops at Computers In Libraries 2024
 
Explore the UiPath Community and ways you can benefit on your journey to auto...
Explore the UiPath Community and ways you can benefit on your journey to auto...Explore the UiPath Community and ways you can benefit on your journey to auto...
Explore the UiPath Community and ways you can benefit on your journey to auto...
 
Introduction to RAG (Retrieval Augmented Generation) and its application
Introduction to RAG (Retrieval Augmented Generation) and its applicationIntroduction to RAG (Retrieval Augmented Generation) and its application
Introduction to RAG (Retrieval Augmented Generation) and its application
 
Novo Nordisk's journey in developing an open-source application on Neo4j
Novo Nordisk's journey in developing an open-source application on Neo4jNovo Nordisk's journey in developing an open-source application on Neo4j
Novo Nordisk's journey in developing an open-source application on Neo4j
 
UiPath Studio Web workshop series - Day 1
UiPath Studio Web workshop series  - Day 1UiPath Studio Web workshop series  - Day 1
UiPath Studio Web workshop series - Day 1
 
Extra-120324-Visite-Entreprise-icare.pdf
Extra-120324-Visite-Entreprise-icare.pdfExtra-120324-Visite-Entreprise-icare.pdf
Extra-120324-Visite-Entreprise-icare.pdf
 
The Zero-ETL Approach: Enhancing Data Agility and Insight
The Zero-ETL Approach: Enhancing Data Agility and InsightThe Zero-ETL Approach: Enhancing Data Agility and Insight
The Zero-ETL Approach: Enhancing Data Agility and Insight
 
The New Cloud World Order Is FinOps (Slideshow)
The New Cloud World Order Is FinOps (Slideshow)The New Cloud World Order Is FinOps (Slideshow)
The New Cloud World Order Is FinOps (Slideshow)
 
Flow Control | Block Size | ST Min | First Frame
Flow Control | Block Size | ST Min | First FrameFlow Control | Block Size | ST Min | First Frame
Flow Control | Block Size | ST Min | First Frame
 

An honest interactive brand consultant

  • 2. Hi, my name is Henning von Vogelsang.
  • 3. I am an honest interactive brand consultant.
  • 5. Look at marketing today, and five years ago.
  • 7. People don’t want to be consumers. They want to be people.
  • 9. People don’t buy into advertising any longer.
  • 10. People learn, build communities and openly share what they like.
  • 11. People care more about real things than about fake reality.
  • 12. People make the pace for your brand, not the other way around.
  • 13. People make a brand successful.
  • 14. And this is just the beginning.
  • 15. We have no choice but to be honest.
  • 16. How can we be honest?
  • 17. Being honest means, we stop manipulating and start cooperating.
  • 20. With websites that are based on needs, not on product features.
  • 22. With strategies that don’t force, but flow with our learnings.
  • 23. Why?
  • 25. When you develop products and a brand strategy, you have to think about the whole chain.
  • 26. You have to be careful to not get disconnected from what people want.
  • 27. My cell phone has two cameras. One is a front sided camera for video calls.
  • 28. I’m a geek. And yet, none of my geeky friends makes a video call.
  • 29. Manufacturers add video because they can. The technology is there.
  • 30. Video calls help network providers make more money.
  • 31. But video calls is not something people need or want today.
  • 32. What they want is a phone that is easy to use, with a plan that is reasonable for their needs.
  • 34. The corelation of product, brand and experience is a chain reaction that ripples back and forth.
  • 35. You can’t ignore one part of the chain.
  • 37. People perceive your products, brands, services and communication as your interaction with them.
  • 38. People like brands for what they see in them.
  • 39. Their view is based on the experiences they had with a brand, like a brother or sister in your family you grew to love.
  • 40. This has potential for a great relationship, but it is dependent on your honesty and commitment to what they want.
  • 41. Using media as a one-way lane limits your influence.
  • 42. It is crucial you develop a true relationship. Which means more than a monologue like in traditional advertising.
  • 43. It involves people who care about your products, their true opinions, and your interaction with them.
  • 44. If you don’t care about being in touch with them, people will stop caring for you.
  • 45. If you respect the relationship of people, products and brands, you can benefit from it.
  • 46. Brand Strategy User Experience System Design What is the core What is it people How can I of my product or really want to do transport that in brand? with my stuff? various media?
  • 47. How you act will get back to you, which will show in sales.
  • 48. The Web can be a key element that brings it all together.
  • 49. So all we need is a couple of slides with a few cool statements?
  • 50. No.
  • 52. Someone who knows your clients better than they know themselves.
  • 53. Someone who does branding, knows advertising and is interactive.
  • 54. Last but not least, someone with passion and love for all of this.
  • 55. When can we start working together?
  • 56. Examples Brand Strategy User Experience System Design Concentrating Being open and The advantages three disciplines interacting as a of consistent in one brand. key element. design patterns.
  • 57. Brand Strategy For my work with brands, strategies and interaction, I created the brand core. The core strategy is speaking clearly through the brand itself. • Finding the core of your product, brand or idea • Sticking to what we learn about the core • Being honest with the people interacting with the brand
  • 58. Our communication brief is a result of a workshop with the client. We set the goals based on the core of what makes people and a brand interact. The idea is to create something people really want.
  • 59. User Experience For JWT Zurich, I developed a new concept for their website, which was revolutionary compared to how advertising agencies usually present themselves. • Integrated blogging- and gallery-site • Ad- and content rating • Conversations • Links to related content from external sources
  • 60. Almost every ad agency-website follows the same pattern: Interaction is limited to clicking. JWT got a true conversation website, giving space to opinions, letting people rate and allowing third-party content.
  • 61. System Design Wis.dm in Boston needed an improved website with a new interface, using a set of design patterns with consistent shapes, typography, colors and icons. • Design patterns improved Login Join Account About Contact Help You Fans People Message Center Tools Daily wis.dm Collective wis.dm My wis.dm consistency of behavior Bio Portfolio Blog Interests Contacts Tags Invitations and experience Featured Member What you can do Lilian Archer Spread wis.dm Collect wis.dm, share it and “I love my blog. It’s great to let my friends know about see what other members find • Colors, icons and other my life, and it helps me to better understand myself.” interesting. Be yourself Upload your pictures, show Are you a college student or recent graduate starting to think people who you are, what you do and what you love. form elements were about the future? Use the services you know already, like Flickr Wis.dm is a social network, that enables you to: Share your stuff and integrate meet others who think like you and are interested in similar things the services you know and love. defined with purpose and share some of the most relevant and intriguing content on the web Take the tour develop and show your more intellectual side We’ve just gotten started. If you’d like to join, request an invite now. expression wis.dm 100
  • 62. Core redesigned the website, creating a design system based on people’s needs, with great care for usability, to improve the experience of product and brand. Navigate logically Meta Navigation global Navigation local Content Intuitive access Dive intuitively
  • 63. Strengths • Clear, logical thinker • Pragmatic, goal oriented • Develops intelligent concepts • Project-oriented, flexible in team work • High degree of creativity • Great in strategy and • A skilled writer consulting • Ability to simplify the complex • Excellent in development of • Compelling presenter information architecture, user experience, good usability • Strong leadership qualities
  • 64. Experience • Deep knowledge of Web, its • Former executive board history and the current member of JWT Zurich developments • Fluent in writing and speaking • 17 years experience in English and German advertising and branding • Proficiency in Windows and • 8 years experience focused on Mac OS interactive • Ability to hand-code XHTML • Extensive experience in sales and CSS from scratch talks and client guidance
  • 66. Objective I help people, companies and brands understand how people use the Web, and guide them to create better experiences.
  • 68. © core 2005-2007 The use of content or elements of this presentation is not allowed without written permission by core. Ohne schriftliche Erlaubnis durch core ist es nicht gestattet, Inhalte oder Teile dieser Präsentation zu verwenden. Protected by a Creative Commons License Henning von Vogelsang core / corebasis@gmail.com / phone +41 78 843 0838