FUSE Conference of Brand Strategy and Design

April 15, 2014

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Some might think our way of seeing branding as a way to provide an experience sounds “fluffy.” Most of the world’s leading strategists and designers at Fuse beg to differ.

“Experience” is getting rid of the fluff.

As consumers are becoming noticeably brand savvy, the role of strategic design is moving to the highest level of organizations. People don’t solely buy into content anymore, They’re demanding emotional connections through contextual relevance, bringing design to a point where it can be measured through real, quantifiable value.

We’ve been big believers in real value for a while, but we’re still fighting a market that’s immersed in accelerating consumerism through quantity—a strategy that previously yielded big profits for shareholders. But as design is gaining more relevance at the top of and throughout brand cultures, there is a social responsibility in making sure we provide clients with what’s best for them — valuable experiences.

Fuse was great. We wanted to put a few of our notes down before we forget. Enjoy.

1. Inclusive aspects:

Companies and communities are transitioning from a “me” to a “we” mentality. Peer-to-peer businesses like AirBnB and City Share have established a person to person relationship between them and customers. Reestablish your relationships.

2. Iconic aspects:

Iconic brand status means knowing the core of your business. Move quickly but stay true to the brand’s social context, social media standing, a historical moment, and scale of audience—or cease to exist.

3. Authenticity and Empathy:

Stay true to your core belief and and always aim to deliver stories people can relate with.

4. Evolution and Agility:

Constant gradual evolution is replacing monolithic redesigns as Internet keeps the world awake 24/7. Get of the script. Embrace failure. Be agile.

5. Adapting agile processes:

Agility means addressing projects and setbacks with efficient accuracy by way of cross functional teams. Know the challenge, address problems, and fix them.

6. Context over content:

Product descriptions don’t make the salel. Provide people with contexts that connote experiences. Talk to individuals not consumers.

7. Design is everything:

Internet makes it easier for people to find brands they can connect with. Design experiences that make them care or they’ll go somewhere else.

8. Always leave plenty of leeway for spontaneity and play.

This one’s ours. Interpret as is.

Experience runs the show. Experience couldn’t be more relevant.

Monolithic redesigns are being replaced with constant gradual modifications. In a world that’s awake 24/7 by courtesy of the internet, transparency is available to everyone, and with the freedom to find your perfect fit, brands need to stay true to their core values and adapt quickly or disappear. Benjamins by the millions has been replaced by emotions—true value comes from the belief and emotion invested in your brand. Being able to deliver meaningful experiences has never been more relevant.

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