Can being design oriented really change the face of your company? Companies like Apple, BMW, Whole Food Stores and Target are proving that design isn't only cool it's profitable. As marketers we can learn all the latest tools for optimizing results online marketing results, but what does all this mean for your marketing and branding strategy. These tools teach us "how" to build things but not necessarily what we should be building. The experience a consumer has with your brand goes beyond marketing messages, advertising, PR and social media. What they see, interact with, do - all the things they experience about a company are used to form opinions and make buying decisions. More and more companies are realizing that you have to "design" this type of experience. Today, design isn't just a "nice to have", it's a fundamental component of marketing strategy and organizational cornerstone. Market leaders of the future understand that "design thinking" is everyone's job and will be as important as anything else in your marketing arsenal.
Introduction to Multilingual Retrieval Augmented Generation (RAG)
Rebirth of Slick: Why Design Is Cool and Why It Will Make People Love Your Company
1. th of Slick
Re bir hy It Will
ool, and W
y Des ign is c r Company
Wh Love You
Ma ke Pe ople
Kelsey Ruger
Thursday, October 15, 2009
2. In the early 1990s, while hard-
core rap artists like Dr. Dre and
Tupac dominated the charts,
Digable Planets chose a road
that ignored gangsta culture.
Thursday, October 15, 2009
3. DIGABLE PLANETS DIDN’T
SET OUT TRYING TO
CREATE
SOMETHING THAT WAS
COOL
Thursday, October 15, 2009
4. DIGABLE PLANETS DIDN’T
SET OUT TRYING TO
CREATE
SOMETHING THAT WAS
COOL
Thursday, October 15, 2009
5. ers have that
ese ch aract
stics do th erican cool?
aracteri dimen t of Am
What ch embo
ade them the
m
Thursday, October 15, 2009
6. BEYOND THE EXTERNAL WHAT
subject:
m. brando
- a0043
n- 789s4
are inspired by cool? j. dea
su bject:
subje
ct:
c. gr
ant -
0043
4
Thursday, October 15, 2009
7. BEYOND THE EXTERNAL WHAT
THREE subject:
m. brando
- a0043
IDEASare inspired by cool? bject:
j. dea
n- 789s4
su
subje
ct:
c. gr
ant -
0043
4
Thursday, October 15, 2009
19. WHICH COMPANIES HAVE A COOL FACTOR?
Dell Toyota CVS Pharmacy
Apple BMW MTV
HEB Amazon Costco
Microsoft Proctor & Gamble Zappos
Sears Nike Corning Industries
Disney Converse Target
General Mills J.C. Penney Dow Chemical
Starbucks Walmart Equifax
Office Depot Haliburton Estee Lauder
Grey Goose Continental IKEA
American Airlines Virgin Airlines General Electric
Panasonic Boeing Google
Thursday, October 15, 2009
20. WHICH COMPANIES HAVE A COOL FACTOR?
Dell Toyota CVS Pharmacy
Apple BMW MTV
HEB Amazon Costco
Microsoft Proctor & Gamble Zappos
Sears Nike Corning Industries
Disney Converse Target
General Mills J.C. Penney Dow Chemical
Starbucks Walmart Equifax
Office Depot Haliburton Estee Lauder
Grey Goose Continental IKEA
American Airlines Virgin Airlines General Electric
Panasonic Boeing Google
Thursday, October 15, 2009
21. ARE YOUR GOALS TOO
REASONABLE?
sounds
mediocre
ugh?
what if
it’s new? r nee ds
usto me
1. Meet c market
t ime to how about
2. R e duce eliminating
o urces
m ize res them?
3. Opti ar riers
tional b
ce func
5. Re du culture
uh... yeah o rporate
6. Ch ange c
right
Thursday, October 15, 2009
22. WD D
WHAT DID APPLE DO?
Thursday, October 15, 2009
23. WW D
WHAT WOULD APPLE DO?
Thursday, October 15, 2009
24. These companies don’t have enduring relevant bands
because of short sighted, gimmicky campaigns, a dash
of bling or a viral web site.
Thursday, October 15, 2009
26. RELEVANCE
IS COOL
* *
*
Thursday, October 15, 2009
27. You can’t buy or borrow cool from a brand
it has to be designed in. Don’t look for it
on the outside. Be authentic.
WHERE IS THAT WILL MAKE
YOUR PRODUCT THE “IPOD” OF
YOUR INDUSTRY?
Thursday, October 15, 2009
28. BRAND IS DESIGNED WHEN YOU TAKE
SUBSTANTIAL RISK
AND FACE THE POSSIBILITY OF
REAL FAILURE
Thursday, October 15, 2009
29. WHEN YOU SPEND TIME
CHASING COOL
YOU DON’T DO THE THINGS THAT
MAKE YOU COOL
Thursday, October 15, 2009
38. DESIGN THINKING
IS NOT AN EVENT
IT’S A PROCESS
Thursday, October 15, 2009
39. Simply Chasing cool is a really
bad idea; inspired by cool is a
great idea. Don’t do it because
you research it, do it because
you breathe it.
- Russell Simmons
KING LO OK LIKE?
OES DES IGN THIN
WHAT D
Thursday, October 15, 2009
40. Simply Chasing design is a
really bad idea; inspired by
design is a great idea. Don’t do
it because you research it, do it
because you breathe it.
Thursday, October 15, 2009
41. THEY ALWAYS TREAT
DESIGN AS A PROCESS
NOT AS AN EVENT
Thursday, October 15, 2009
53. People talk about their functions in the
organization. Human organizations are not
at all like mechanisms. I mean they have
hierarchies, responsibilities and different
roles - but a human organization is much
more like an organism.
PROCESS TELLS US HOW TO
BUILD. IT DOESN’T HELP WITH
WHAT TO BUILD.
Thursday, October 15, 2009
55. BECOME OVERLY
CONSERVATIVE
OBSESSED
WITH MEETING THE NUMBERS
EMOTIONALLY AND ANALYTICALLY
DETACHED
WOULD RATHER
BUY SUCCESS
INSTEAD OF EARNING IT
EMPHASIZE THE
WRONG HEROES
Thursday, October 15, 2009
56. DON’T LEAD WITH EFFICIENCY AND
CUT COSTS LATER
Thursday, October 15, 2009
57. DON’T
SPEND ALOT
JUST DO
WHAT ACME DID
THAT DOESN’T
FIT OUR PROCESS
DON’T
SCREW THIS UP
Thursday, October 15, 2009
58. BAKE DESIGN INTO THE CORE & BUILD
EXPERIENCE OUT
Thursday, October 15, 2009
59. WHAT’S THE BEST PART OF AN
APPLE PIE?
Thursday, October 15, 2009
60. Make It
Meaningful
Tell me a
engaging
story
I like
experiences Looks
matter but
how I feel
matters
more
CONSUMER MINDSET:
THE PLAN
Thursday, October 15, 2009
61. BE CAPABLE OF TELLING A
MEANINGFUL STORY
ABOUT YOUR BRAND OR COMPANY
Thursday, October 15, 2009
62. A GOOD STORY
ILLUSTRATES HUMAN EMOTION
Thursday, October 15, 2009
63. The “values in action”
The “vision”
stories
stories
“why am I here” The “val ues in action”
The stories
stories
Th e “who am I”
”
The “I k now what yo
u are thinking
Stories
stories
CAN YOU
THESE STORIES?
Thursday, October 15, 2009
64. DON’T TRY TO MIMIC THE
ACTION TAKEN
LOOK TO BE INSPIRED BY THE
INTENDED MOTIVE
Thursday, October 15, 2009
65. Treating
design as
a veneer
You create
“objects”
instead of IT’S USUALLY A
experience VICIOUS CYCLE Design isn’t
THAT IGNORES DESIGN a part of
every role
The
experience
isn’t
designed
Thursday, October 15, 2009
66. DON’T OUTSOURCE
VISION
DON’T BE A SLAVE TO
TODAY’S TRENDS
Thursday, October 15, 2009
67. DON’T
FOLLOW
YOUR CUSTOMERS
LEAD THEM
Thursday, October 15, 2009
68. YOU MAY NOT GET YOUR ANSWER
FROM ASKING BUT YOU CAN GET
IT FROM OBSERVING
Thursday, October 15, 2009
69. FOCUS ON SOLVING
HUMAN NEEDS
INSTEAD OF
TECHNICAL PROBLEMS
Thursday, October 15, 2009