UIE Virtual Seminar Presentation
Strike Up the Brand: How Smart Design Can Strengthen Your Brand
Jared M. Spool, User Interface Engineering
Length: 90 Minutes
Wednesday, May 14, 2008 at 1PM ET (see the time/date in your area)
Price: $129
"Make sure the logo is big and on every web page." That's how many organizations approach ensuring their brand is communicated to their customers. Their brand strategy consists of a consistent color scheme, frequent use of logo art, and the insertion of trademarked tag lines, like, "We're the ones you count on" or "Technology you can trust."
In recent research, User Interface Engineering's team has been measuring brand engagement -- looking at a person's feelings of loyalty, confidence, integrity, pride, and passion, as it relates to a specific brand. They've discovered ways to tell how these feelings change when using a web site, service, or product.
They have learned that large logos and consistent color schemes have little effect on how engaged a customer is with your brand. Instead, the best way to dramatically strengthen brand engagement is by delivering a solid and delightful experience to the customer. A poor experience will dramatically weaken the brand, even when the vibrant brand elements are everywhere.
In this presentation, Jared M. Spool, User Interface Engineering's Founder, will discuss UIE's recent usability research into how people perceive brands on the internet and how teams can ensure their designs strengthen each user's relationship with the brand. You will learn:
- The two important outcomes of branding efforts -- affinity and dispositional returns -- and why designers need to understand how these work
- Why 'message' branding doesn't strengthen engagement, but 'experience' branding does
- The important role that user experience research plays in the design process for branding
- How measuring brand engagement can show the effects of a design
In his presentation, Jared will show how Amazon, Walmart, Ford, Apple, and Netflix have attempted to increase their users' brand engagement.
Instructor Biography
Jared M. Spool founded User Interface Engineering in 1988, and has built the company into a leading research, training, and consulting firm specializing in usability and experience design. He has been working in the field of usability and design since 1978, before the term "usability" was ever associated with computers.
Jared spends his time working with the research teams at the company, helps clients understand how to solve their design problems, explains to reporters and industry analysts what the current state of design is all about, and is a top-rated speaker at more than 20 conferences every year. He is also the conference chair and keynote speaker at the annual User Interface Conference, is on the faculty of the Tufts University Gordon Institute, and manages to squeeze in a fair amount of writing time.
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