Weitere ähnliche Inhalte Ähnlich wie Defining New Partnerships Ähnlich wie Defining New Partnerships (20) Kürzlich hochgeladen (20) Defining New Partnerships1. DEFINITION OF NEW PARTNERSHIPS:
A PRESENTATION IN FOUR ACTS
#BigD12 #NewPartners | June 1, 2012
© COPYRIGHT 2012 SAPIENT CORPORATION | CONFIDENTIAL
2. First Things First…
He’s Ezra Englebardt. He’s Timothy Parcell.
He’s the Brand Strategist. He’s the Experience
He’s a 1994 graduate of Designer.
Space Camp in Huntsville, He’s still regretting finishing
Alabama. 6th in his State Spelling Bee.
© COPYRIGHT 2012 SAPIENT CORPORATION | CONFIDENTIAL 2
3. Just In Case We Say Something Awesome…
@ezra802 @freescribbles
© COPYRIGHT 2012 SAPIENT CORPORATION | CONFIDENTIAL 3
4. We Work At A Cool Place…
© COPYRIGHT 2012 SAPIENT CORPORATION | CONFIDENTIAL 4
5. We Work At A Cool Place…
A Customer Experience Company.
© COPYRIGHT 2012 SAPIENT CORPORATION | CONFIDENTIAL 5
6. We Work At A Cool Place…
Positioned at the intersection of design,
strategy, technology and marketing.
© COPYRIGHT 2012 SAPIENT CORPORATION | CONFIDENTIAL 6
7. Now That We’ve Covered The Formalities…
Who’s in the audience?
© COPYRIGHT 2012 SAPIENT CORPORATION | CONFIDENTIAL 7
8. Now That We’ve Covered the Formalities…
Art Directors or Copywriters?
© COPYRIGHT 2012 SAPIENT CORPORATION | CONFIDENTIAL 8
9. Now That We’ve Covered the Formalities…
Please leave.
© COPYRIGHT 2012 SAPIENT CORPORATION | CONFIDENTIAL 9
11. Today’s Program
Act 1: Meeting the Problem
Act 2: Building the Experiences
© COPYRIGHT 2012 SAPIENT CORPORATION | CONFIDENTIAL 11
12. Today’s Program
Act 1: Meeting the Problem
Act 2: Building the Experiences
Act 3: Seeing the Adventures
© COPYRIGHT 2012 SAPIENT CORPORATION | CONFIDENTIAL 12
13. Today’s Program
Act 1: Meeting the Problem
Act 2: Building the Experiences
Act 3: Seeing the Adventures
Act 4: Learning the Tactics
© COPYRIGHT 2012 SAPIENT CORPORATION | CONFIDENTIAL 13
14. Today’s Program
Act 1: Meeting the Problem
Act 2: Building the Experiences
Act 3: Seeing the Adventures
Act 4: Learning the Tactics
Encore: Answering the Questions
© COPYRIGHT 2012 SAPIENT CORPORATION | CONFIDENTIAL 14
15. Act 1: Meeting the Problem
© COPYRIGHT 2012 SAPIENT CORPORATION | CONFIDENTIAL 15
16. Why are we here?
Brands face challenges.
© COPYRIGHT 2012 SAPIENT CORPORATION | CONFIDENTIAL 16
17. Why are we here?
We like challenges.
© COPYRIGHT 2012 SAPIENT CORPORATION | CONFIDENTIAL 17
18. Why are we here?
Old and busted doesn’t work.
© COPYRIGHT 2012 SAPIENT CORPORATION | CONFIDENTIAL 18
19. Why are we here?
Customers expect more from brands.
They want active experiences.
© COPYRIGHT 2012 SAPIENT CORPORATION | CONFIDENTIAL 19
20. What’s going on?
Customers are getting smarter.
© COPYRIGHT 2012 SAPIENT CORPORATION | CONFIDENTIAL 20
21. What’s going on?
Oh, Crap.
© COPYRIGHT 2012 SAPIENT CORPORATION | CONFIDENTIAL 21
23. What’s going on?
There is more NOISE coming through.
And signals are being missed.
© COPYRIGHT 2012 SAPIENT CORPORATION | CONFIDENTIAL 23
24. What’s going on?
The audience is getting smarter.
© COPYRIGHT 2012 SAPIENT CORPORATION | CONFIDENTIAL 24
25. What’s going on?
There is more NOISE coming through.
And signals are being missed.
© COPYRIGHT 2012 SAPIENT CORPORATION | CONFIDENTIAL 25
26. What’s going on?
Products are all the same.
© COPYRIGHT 2012 SAPIENT CORPORATION | CONFIDENTIAL 26
28. What’s going on?
It is the experience that matters.
© COPYRIGHT 2012 SAPIENT CORPORATION | CONFIDENTIAL 28
29. Act 2: Building the Experiences
© COPYRIGHT 2011 SAPIENT CORPORATION | CONFIDENTIAL 29
33. Two Levels?
Yes.
• As members of a community (a demographic, a
psychographic or fancy market segment.)
© COPYRIGHT 2012 SAPIENT CORPORATION | CONFIDENTIAL 33
34. Two Levels?
Yes.
• As members of a community (a demographic, a
psychographic or fancy market segment.)
• As an individual (with habits, behaviors and
needs.)
© COPYRIGHT 2012 SAPIENT CORPORATION | CONFIDENTIAL 34
37. How?
We work together.
We carve out our places.
Our Roles
Our Activities
Our Approaches
Our Ways of Thinking
The Process We Work In
© COPYRIGHT 2012 SAPIENT CORPORATION | CONFIDENTIAL 37
39. More About These Guys…
As a Brand Strategist, As an Experience
he uncovers what Designer, he translates
people want to achieve. what people want into
how they will achieve it.
© COPYRIGHT 2012 SAPIENT CORPORATION | CONFIDENTIAL 39
40. That’s Nice. What Do They Really Do?
• Conduct user • Conduct user
research research
• Write briefs • Interpret briefs
• Provide insight • Generate Concepts
• Ensure design • Design directions
direction
© COPYRIGHT 2012 SAPIENT CORPORATION | CONFIDENTIAL 40
41. Wait a minute…
That first bullet point was the same.
User research is a critical tool of both disciplines.
It is not a primary deliverable.
The way we listen and our approach is different:
Brand Strategist process in emotional terms and generate insight
about why people behave the way they behave.
Experience Designers process in rational terms and build
experiences (from retail to web to mobile) that align with the way
people behave.
© COPYRIGHT 2012 SAPIENT CORPORATION | CONFIDENTIAL 41
42. Have We Confused You Yet?
Beyond roles, activities and approaches, we
need to think differently at different times:
© COPYRIGHT 2012 SAPIENT CORPORATION | CONFIDENTIAL 42
43. Have We Confused You Yet?
Beyond roles, activities and approaches, we
need to think differently at different times:
Some times we’re divergent — exploring many possible
solutions.
© COPYRIGHT 2012 SAPIENT CORPORATION | CONFIDENTIAL 43
44. Have We Confused You Yet?
Beyond roles, activities and approaches, we
need to think differently at different times:
Some times we’re convergent — focusing on the right
solution.
© COPYRIGHT 2012 SAPIENT CORPORATION | CONFIDENTIAL 44
45. WTF! These guys again!?
Orange Blue
© COPYRIGHT 2012 SAPIENT CORPORATION | CONFIDENTIAL 45
47. Act 3: Seeing the Adventures
© COPYRIGHT 2012 SAPIENT CORPORATION | CONFIDENTIAL 47
48. Where’s all the work?
Sorry, all the client case studies can’t be
shown here.
© COPYRIGHT 2012 SAPIENT CORPORATION | CONFIDENTIAL 48
52. Act 4: Learning the Tactics
© COPYRIGHT 2012 SAPIENT CORPORATION | CONFIDENTIAL 52
53. Can anybody…
Find me somebody to love...
© COPYRIGHT 2012 SAPIENT CORPORATION | CONFIDENTIAL 53
54. And then…
Trust.
© COPYRIGHT 2012 SAPIENT CORPORATION | CONFIDENTIAL 54
55. It’s not about the Benjamins…
Work for free.
© COPYRIGHT 2012 SAPIENT CORPORATION | CONFIDENTIAL 55
56. Find New Situations
Work on pitches.
© COPYRIGHT 2012 SAPIENT CORPORATION | CONFIDENTIAL 56
57. Give Your Time.
Work on pro bono projects.
© COPYRIGHT 2012 SAPIENT CORPORATION | CONFIDENTIAL 57
58. Find New Situations
Subtract a Week.
Add Stress.
© COPYRIGHT 2012 SAPIENT CORPORATION | CONFIDENTIAL 58
59. Learn from Nike…
Just Do It.
© COPYRIGHT 2012 SAPIENT CORPORATION | CONFIDENTIAL 59
60. Repeat.
Repeat.
© COPYRIGHT 2012 SAPIENT CORPORATION | CONFIDENTIAL 60
61. Repeat.
Repeat.
Repeat.
© COPYRIGHT 2012 SAPIENT CORPORATION | CONFIDENTIAL 61
63. THANK YOU
#BIGD12 #NEWPARTNERS
Ezra Timothy
Englebardt Parcell
@ezra802 @freescribbles
Hinweis der Redaktion Who is a strategist? Who is a UX Designer? Agency versus In-house? Who here considers themselves a Strategist? Any who would say they’re a Planner? How about UX Designer? Researcher? Gain Market ShareImprove PerceptionIncrease SalesBeat Competitors There is more NOISE coming through. And signals are being missed. There is more NOISE coming through. And signals are being missed. There is more NOISE coming through. And signals are being missed. Find a partner – someone who is passionate and wants to do good work