Brand Syntax

SHIFTING THE MARKETING MINDSET
Thursday, March 27, 14

BRANDS STILL OPERATE IN A 2D MODEL

CONNECT
RESULT
FLAT EXPERIENCE
PERSUADE
TARGET
HOPE
AND WHILE THE 2D MODEL HAS ENABLED BRANDS TO
MEASURE SUCCESS, IT’S LIMITED
TALK

THIS ISN’T HOW PEOPLE LIVE
THEY LIVE IN A 3D ENVIRONMENT

A 3D WORLD IS ONE IN WHICH THERE ARE INEXTRICABLE LINKS
BETWEEN DESIGN, ENVIRONMENT, AND BEHAVIOR - BOTH
INDIVIDUALLY AND SOCIALLY

AS A RESULT: THE MOST SUBTLE CHANGES HAVE INFLUENCE
IN HOW WE LIVE AND EXPERIENCE OUR ENVIRONMENT

SOME NOT SO SUBTLE

IS THE REAL WORLD (3D) SO DIFFERENT FROM THE DIGITAL WORLD?

LONDON INTERNET

THE ‘REAL WORLD’ HAS SPECIFIC FORM AND CONTENT, AS DOES DIGITAL

AS WELL AS TOUCHPOINTS

EVERY PHYSICAL
EXPERIENCE HAS A DIGITAL
COUNTERPART

OVER TIME, BEHAVIOR WITHIN DIGITAL AND REALITY
HAVE BECOME SYMBIOTIC

DATA HAS GIVEN US A CLEAR UNDERSTANDING OF HOW WE INTERACT
WITHIN THOSE ENVIRONMENTS

WHERE AND HOW WE CHOOSE TO NAVIGATE, CONGREGATE
AND GIVE ATTENTION IS LARGELY DICTATED BY HOW
COMFORTABLE WE FEEL IN A PARTICULAR ENVIRONMENT,
THE EXPERIENCE WE EXPECT TO HAVE, AND HOW EASY IT IS
TO GET TO A DESTINATION

MADE POSSIBLE IN THE DIGITAL SPACE VIA PLATFORMS,
NETWORKS, APPS, APIs, SITES, ETC.

WITH THIS IN MIND, HOW DO WE MOVE BEYOND A 2D MODEL TO A
PURPOSE BUILT MODEL SUITABLE FOR THE 3D DIGITAL REALITY?

WE CAN LEARN A FEW THINGS FROM EXPERTS IN THE
PHYSICAL WORLD, AND HOW THEIR APPROACHES IN
USING DIGITAL/DATA ELICIT PARTICULAR BEHAVIORS
BRANDS SEEK TO CREATE

ONE APPROACH...

Space Syntax
Source: http://www.bartlett.ucl.ac.uk
A SET OF THEORIES AND TECHNIQUES FOR THE ANALYSIS OF SPACIAL
CONFIGURATIONS; USED AS A TOOL TO HELP ARCHITECTS SIMULATE
THE LIKELY SOCIAL EFFECT OF THEIR DESIGNS
ALLOWS ARCHITECTS TO ACCESS COMPLEXITY IN A WAY THAT
IS COMPREHENSIBLE TO INTUITION

DISCOVERING THE RELATIONSHIPS BETWEEN AN ENVIRONMENT AND
HOW THAT ENVIRONMENT AFFECTS ITS INHABITANTS

THE SIMPLEST ORDNANCE OF ALL:
THE AFFORDANCE TO MOVE IN RESPONSE TO SPACE
EVERY ACTION IN A CITY IS IMPORTANT TO HOW IT FUNCTIONS AS A WHOLE
EACH PART EFFECTS EACH OTHER
THE LIFE OF A CITY COMPRISES OF THE INDIVIDUAL ACTIONS OF THE PEOPLE WITHIN IT
EACH PERSON HAS THEIR OWN UNIQUE RELATIONSHIP TO A CITY

SPACE SYNTAX MEASURES ON THESE AFFORDANCES
IT FORMS A PATTERN OF POTENTIAL MOVEMENT AND ACTION
IN THE ENVIRONMENT
ULTIMATELY, IT IS MEASURING HOW WE ENGAGE, AND ACT WITHIN OUR ENVIRONMENT
SUMMARIZING THE POTENTIALS OF LIFE WITHIN PARTICULAR ENVIRONMENTS

Source: Spacesyntax.com
SPACE SYNTAX IDENTIFIES EXISTING JOURNEYS AND PATTERNS

Source: Spacesyntax.com
OPTIMIZING FROM ACTUAL, TO IDEAL (OR POTENTIAL) IN ORDER TO CREATE
NEW BEHAVIORS THAT ADD VALUE

Image courtesy of: spacesyntax.com

WHAT DOES THIS MEAN FOR BRANDS?

SHIFT THINKING FROM NOT JUST PUSHING MESSAGES
STORYTELLING
BUT TO BUILDING PATHS THAT ENHANCE EXPERIENCES
DIMENSIONALIZING

RECOGNIZE INDIVIDUAL ACTIONS AND RELATIONSHIPS TO THE ENVIRONMENT
OWNED AND UNOWNED PLATFORMS, SITES, APPS, CONTENT, ETC.

IN ORDER TO CONSTANTLY OPTIMIZE AND CREATE UNIQUE EXPERIENCES

AN APP CAN CREATE OR CHANGE THE DIRECTION OF PEOPLE’S
MINDSET I.E. THOUGHT PROCESS WITHIN AN ENVIRONMENT
GREATER THAN ANY MESSAGING CAMPAIGN
BANNER VS. APP

SOCIAL
EMAIL
.COM
OFFLINE
DATA DATA
DATA
DATA
ACTIONS ACTIONS
ACTIONS
ACTIONS
RELATIONSHIP RELATIONSHIP
SPACESPACE
SPACE SPACE
RELATIONSHIP
RELATIONSHIP
MEASURE, OBSERVE, OPTIMIZE, INSPIRE, ETC. BASED ON INDIVIDUAL AND MASS BEHAVIOR
WITHIN THE ENVIRONMENT YOUR BRAND PROVIDES

THEN HUMANIZE

“BRAD THE TOASTER”
See: http://vimeo.com/41363473

CREATE PATHS INTO AN (ECO)SYSTEM I.E. ENVIRONMENT IN A WAY
THAT PROVIDES VALUE IN A USERS LIFE IN FUN/RELEVANT/
CONTEXTUAL WAYS

BRANDS HAVE THE ABILITY TO IDENTIFY: WHO THEIR
‘INHABITANTS’ ARE, WHAT NEEDS THEY HAVE, AND BEST WAYS
TO SATISFY THOSE NEEDS

Image courtesy of Ziya Danishmend
ALLOWING BRANDS TO INFLUENCE EXISTING AND FUTURE BEHAVIOR

ALONG WITH THEIR PREFERENCES AND INTERESTS

CREATING A MORE DIMENSIONALIZED EXPERIENCE ON EVERY PATH
A USER DECIDES TO TAKE

SUMMARIZING THE POTENTIALS OF LIFE WITHIN THE PARTICULAR
ENVIRONMENT YOUR BRAND CREATES
ACTIVITY

ACTUAL IDEAL

GIVE PEOPLE THE AFFORDANCE TO MOVE WITHIN THE ENVIRONMENTS YOU
BUILD, AND PROVIDE THEM WITH UTILITY AND VALUE THAT PRODUCES
BETTER OUTCOMES IN THEIR EXPERIENCES WITH YOUR BRAND

CREATING AN ENTIRELY NEW WAY PEOPLE INTERACT AND
EXPERIENCE YOUR BRAND, AND BUILD STORIES AROUND IT

THANK YOU
CHRIS LAKE
chris.lake@havasww.com
@SirPond

Brand Syntax

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