Building brands digitally is a given now. It’s a critical part of any brand manager’s role. The winning brand experiences are those that now tap consumers to co-create their future. OPENESS needs new talent, new thinking, new models, new risks, new interpretations of ROI. Interaction Designers have always focused and cared only about delivering compelling memorable experiences, that ensure the consumer is at the center of the experience. How does/is the “social-web empowered consumer” drive brands and designers of brand experiences to think differently about their brand message & identity? What are the characteristics of a truly Open Brand? Many traditional brand managers think about Open Brand as a multi-channel strategy, yet poorly execute on delivering a consistent experience across those channels, leaving users with very fragmented experiences. This panel brings three senior experience design leaders to discuss the important role interaction designers have in driving Open Brand development in today’s hyper-digital marketplace. The discussion will focus on laying a definition to what Open Brands characteristics are and how companies can move towards delivering Open Brand experience to their customers via each touchpoint they design for in their brand strategy.
With Matt Walsh, Donald Chestnut, Steve Baty & Suzanne El-Moursi
