DS3: Stefan Poulos “Brand Experience: A Syfy Story” from Viget Labs on Vimeo.
So I figured I’d share this video from the Design Share event at Viget Labs a few weeks ago. Stefan presented the Syfy brand guide and discusses what went into the design and identity of the recently transformed brand. One of the big ideas from this presentation has to do with design experiences – you know, the actual experience you have when interacting with a brand versus just browsing through a sleek website.
Since I started working in the advertising/marketing world, I’ve become a lot more aware of the brands I interact with on a daily basis. I’m not a brand connoisseur by any means, but I’ve gotten to a point where I associate everything strongly with the brand, sometimes unjustly so. Like if I have to wait too long in my line for my grande skinny vanilla latte, the oh-so-lofty Starbucks brand has lost points on my score card instead of the elderly lady who was counting out $3.62 in change. And when I have a bad traveling experience on, let’s say, US Airways, I find myself cursing the sky-high brand (not the four-year old who wet his pants in the seat next to me). Although I admit these associations are unfair and unreasonable, the point is that a brand is more than a logo, website, jingle, etc. It’s a feeling that’s shaped by every interaction you have with it.
I just ranted about my negative brand experiences (with actual strong brands), but imagine the power that lies in a positive brand experience. Think about the brands you like – what is it about them that makes them so appealing? What makes you want to tell your friends about them?
Check out Stefan’s presentation, and let us know what you think. The other Design Share presentations are also available at http://designshare.org/