by Virginia Alber-Glanstaetten and Peter Wolfgang
Consumers today expect more and more from your brand. While some would argue, consumer's now "own" your brand, we counter with the notion that companies who’ve lost their brands to their consumers did so because they failed to remain relevant.
Traditionally, brand communications focused on "how" companies were going to tell the story of their brand. In today's market, the "how" is being replace by "what". The focus is on what is being said and through what medium. For brands to deliver on their unique value, and their promise, they need to create experiences, build programs, and offer entire solutions that demonstrate "what" brands are doing, rather than "how" they are saying it.
Digital media allows for new ways not only for brands to connect with consumers, but also to learn from them, innovate, and strengthen their promise. Digital media and interactive products offer brands a new set of tools, and experiences to compel and engage audiences. As brand and product experience collapse into one another, branding in the interactive space calls for new approaches to both. This panel discusses how best practices from advertising, user experience and interaction design can be applied meaningfully to branding in the interactive space.
9th–13th March 2012