This document discusses how brands need to design for a fragmented online world where consumers are interacting across multiple platforms. It argues that brands need to be "smashable" by being recognizable even if only parts of the branding, like colors or experiences, remain. It provides examples of brands that compensate for the limitations of the online world through their use of colors, fonts, images and other elements to leave strong impressions on users' minds. The document encourages conducting an audit to ensure a brand would still be identifiable if encountered piece by piece online.
21. in 1915 the brief for the original Coca-Cola
bottle demanded a bottle that would still be
recognisable even if smashed into 1000 pieces
22. widgets are fragments of your
brand scattered online
you don’t know where they’ll end up
or what they’ll be surrounded by
you can’t control their context
but they are still part of you
23. so, is your brand smash-able?
what’s left when the logo’s gone?
colour?
shape?
sound?
smell?
experience?
30. how can we be
smash-able online?
how can we build a virtual sense of a
product or promise?
31. every element builds your
brand and leaves impressions
in users' minds
colour
tone of voice
font
images / icons
promises
participation with no effort
portability
33. online consumers are less forgiving than they are
in the real world
the web is anonymous, isolated and limited in
terms of the senses
your brand needs to work extra
hard online to compensate
44. smash your widget just as Coca-
Cola smashed its bottle
conduct a smash-ability audit
can you reconstruct your message and
purpose piece-by-piece?
can you restore a full picture of your brand?
are you sure you’ll be recognisable, wherever you are?