Conversation with Shannon Bain
Photo by Armchair designer John Ferguson
Well, every point of contact between you and the product is a way to brand — on the web, in store, POS (point-of-sale), etc – each is a chance to further the good feelings people have for your brand. What’s been misunderstood on the web, I think, what was missed for a long time, what was obscured by those folks on usability, was that yes, this is a goal oriented space, and yes, it is a functional space where things need to be done, and people expect to do something, but at the same time it is a nonlinear medium, there is a message that is carried, and that message is not limited to the functionality and the goal. They should not get in the way of functionality and the goal, but they are extremely important to the overall product you produce on the web. And you have great number of means of communication beyond the normal broadcast means of communication on the web. Particularly, you give people the good experience of doing something for themselves to a certain extent, but at the same time you are communicating to them the value that your brand supports.
More on Portfolio Center student Roger Wong's conversation with Armchair strategist Shannon Bain.
2 Comments:
Good writeup Shannon. And nice nose.
Cool, thanks for linking, Stefan. And thanks again for your time and insights, Shannon.
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