1. BRANDED INTERACTIONS
JUST THE BEGINNING
MARTIN NEDBAL / visual & ux designer

2. WHAT IS
A BRAND?

3. TODAY
A BRAND IS THE SUM OF THE CUSTOMER’S
EXPERIENCES WITH THE RELEVANT
PRODUCT OR COMPANY,
IT IS TRANSMITTED IN EVERY INTERACTION
WITH THE CUSTOMER OVER THE LIFETIME OF
THE RELATIONSHIP

4. EVOLUTION
AUSTRALOPITHECUS BRAND
NEANDERTHAL BRAND
SAPIENS SAPIENS BRAND
LOGO
MARK
BRAND
Identifies a property
Represent a trust
Way of being

5. NOWADAYS WE ARE WITNESSING
THE RISE OF ANOTHER ELEMENT
IN BRAND DESIGN:
THE BRANDED INTERACTIONS

6. ARE
UNIQUE AND MEANINGFUL
MICROINTERACTIONS.
THE WAY THEY TAKES PLACE AND ARE PERCEIVED,
BECOMES A FEATURE OF THE BRAND IDENTITY ITSELF.

7. GOAL
EMPLOY THE INTERACTION
AS A MEANS OF
COMMUNICATING THE
BRAND CHARACTER.

8. “WHEN THE INTERACTION IS
UNIQUE, YOUR USERS CAN
BEGIN TO ASSOCIATE THAT
INTERACTION WITH YOUR
PRODUCT. IF YOU CAN OWN
AN INTERACTION, THAT’S A
VERY STRONG LEVEL OF
BRANDING IN TODAY’S
INTERFACE-FILLED WORLD.”
MATHEW MOORE 2013
BRANDED INTERACTIONS
UNIQUE
INTERACTION
PRODUCT
STRONG LEVEL
BRANDING

9. NEED TO EXISTS ON THE SAME BASIS
OF A GOOD LOGO DESIGN, MUST BE:
UNIQUE
RELEVANT
MEMORABLE
A BRAND-REINFORCING EMOTION.

10. EMOTIONAL DESIGN SEEKS TO INCREASE THE
MOTIVATION TO USE A PRODUCT.
INCREASING
MOTIVATION
PSICOLOGY
REMOVING FRICTION
USABILITY

11. THE CHALLENGE
BUILDING A BRANDED
INTERACTION IS DIFFICULT.

12. YOU HAVE TO FIND A
SPECIFIC PATTERN THAT
COMBINES DIFFERENT CUES:
VISUAL, MOTION,
INTERACTION, AUDIO
ALL IN A SMALL MOMENT

13. SOME
EXAMPLES
LET SEE SOME ADDED VALUES THROUGH EXAMPLES

14. FACEBOOK “LIKE” BUTTON
IS PART OF THE BRAND AS AN ICON.
BUT IS AN ACTION.
SIMPLE + EFFECTIVE.

15. FACEBOOK “LIKE” BUTTON
=
THAT’S WHY FACEBOOK TODAY IS
MORE REPRESENTED BY THE LIKE
ICON THAN ITS OWN LOGO.

16. I-TUNES COVER FLOW
DIFFERENTIATION AND RECOGNITION BY THE
USE OF NEW OR UNUSUAL INTERACTION MODES
COMMUNICATING THE BRAND CHARACTER

17. TWITTER - PULL DOWN TO REFRESH
PRISMATIC APP - EXPANDED MENU
CREATE STRONGER
TIES ON HABIT/USAGE
LEVEL BY THE USE
OF INTERACTION AS A
CHARACTERISTIC
FEATURE OF AN ACTIVITY
OR ACTION

18. GOOGLE MAP
GREATER CONVERGENCE OF A CUSTOMER TO THE PROVIDER,
BY MOMENTS IN WHICH BENEFITS AND ADDED VALUES ARE
DIRECTLY EXPERIENCED AND CUSTOMERS ARE
ENCOURAGED TO PARTICIPATE AND INTERACT BY GIVING
THEM GREATER CONTROL OF THE SITUATION

19. CONCLUSION
HOW A BRAND COMES ACROSS TODAY, IS DETERMINED MORE
BY ITS CUSTOMER INTERFACES THAN BY THE GOOD OLD
LOGO AND CORPORATE DESIGN.

20. BE THEY WEBSITES, MOBILE APPS, SPATIAL INSTALLATIONS
OR DYNAMIC ARCHITECTURE, THESE INTERFACES ARE, FIRST
AND FOREMOST, INTERACTIVE IN NATURE, AND ALLOW FOR
EXTENSIVE COMMUNICATION BETWEEN BUSINESS AND
CONSUMER.

21. Thank you
Martin Nedbal