Brand Syntax is a thought piece to bring a new perspective to brand strategy and marketing through design,architecture, and data.

1. SHIFTING THE MARKETING MINDSET
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2. BRANDS STILL OPERATE IN A 2D MODEL
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3. CONNECT
RESULT
FLAT EXPERIENCE
PERSUADE
TARGET
HOPE
AND WHILE THE 2D MODEL HAS ENABLED BRANDS TO
MEASURE SUCCESS, IT’S LIMITED
TALK
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4. THIS ISN’T HOW PEOPLE LIVE
THEY LIVE IN A 3D ENVIRONMENT
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5. A 3D WORLD IS ONE IN WHICH THERE ARE INEXTRICABLE LINKS
BETWEEN DESIGN, ENVIRONMENT, AND BEHAVIOR - BOTH
INDIVIDUALLY AND SOCIALLY
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6. AS A RESULT: THE MOST SUBTLE CHANGES HAVE INFLUENCE
IN HOW WE LIVE AND EXPERIENCE OUR ENVIRONMENT
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7. Thursday, March 27, 14

8. SOME NOT SO SUBTLE
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9. Thursday, March 27, 14

10. IS THE REAL WORLD (3D) SO DIFFERENT FROM THE DIGITAL WORLD?
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11. LONDON INTERNET
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12. THE ‘REAL WORLD’ HAS SPECIFIC FORM AND CONTENT, AS DOES DIGITAL
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13. Thursday, March 27, 14

14. AS WELL AS TOUCHPOINTS
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15. EVERY PHYSICAL
EXPERIENCE HAS A DIGITAL
COUNTERPART
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16. OVER TIME, BEHAVIOR WITHIN DIGITAL AND REALITY
HAVE BECOME SYMBIOTIC
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17. Thursday, March 27, 14

18. DATA HAS GIVEN US A CLEAR UNDERSTANDING OF HOW WE INTERACT
WITHIN THOSE ENVIRONMENTS
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19. Thursday, March 27, 14

20. 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
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21. MADE POSSIBLE IN THE DIGITAL SPACE VIA PLATFORMS,
NETWORKS, APPS, APIs, SITES, ETC.
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22. WITH THIS IN MIND, HOW DO WE MOVE BEYOND A 2D MODEL TO A
PURPOSE BUILT MODEL SUITABLE FOR THE 3D DIGITAL REALITY?
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23. 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
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24. ONE APPROACH...
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25. 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
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26. DISCOVERING THE RELATIONSHIPS BETWEEN AN ENVIRONMENT AND
HOW THAT ENVIRONMENT AFFECTS ITS INHABITANTS
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27. 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
Source: http://www.bartlett.ucl.ac.uk
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28. 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: http://www.bartlett.ucl.ac.uk
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29. Source: Spacesyntax.com
SPACE SYNTAX IDENTIFIES EXISTING JOURNEYS AND PATTERNS
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30. Source: Spacesyntax.com
OPTIMIZING FROM ACTUAL, TO IDEAL (OR POTENTIAL) IN ORDER TO CREATE
NEW BEHAVIORS THAT ADD VALUE
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31. Image courtesy of: spacesyntax.com
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32. WHAT DOES THIS MEAN FOR BRANDS?
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33. SHIFT THINKING FROM NOT JUST PUSHING MESSAGES
STORYTELLING
BUT TO BUILDING PATHS THAT ENHANCE EXPERIENCES
DIMENSIONALIZING
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34. RECOGNIZE INDIVIDUAL ACTIONS AND RELATIONSHIPS TO THE ENVIRONMENT
OWNED AND UNOWNED PLATFORMS, SITES, APPS, CONTENT, ETC.
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35. IN ORDER TO CONSTANTLY OPTIMIZE AND CREATE UNIQUE EXPERIENCES
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36. 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
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37. 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
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38. THEN HUMANIZE
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39. “BRAD THE TOASTER”
See: http://vimeo.com/41363473
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40. CREATE PATHS INTO AN (ECO)SYSTEM I.E. ENVIRONMENT IN A WAY
THAT PROVIDES VALUE IN A USERS LIFE IN FUN/RELEVANT/
CONTEXTUAL WAYS
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41. Thursday, March 27, 14

42. Thursday, March 27, 14

43. Thursday, March 27, 14

44. Thursday, March 27, 14

45. BRANDS HAVE THE ABILITY TO IDENTIFY: WHO THEIR
‘INHABITANTS’ ARE, WHAT NEEDS THEY HAVE, AND BEST WAYS
TO SATISFY THOSE NEEDS
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46. Image courtesy of Ziya Danishmend
ALLOWING BRANDS TO INFLUENCE EXISTING AND FUTURE BEHAVIOR
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47. ALONG WITH THEIR PREFERENCES AND INTERESTS
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48. CREATING A MORE DIMENSIONALIZED EXPERIENCE ON EVERY PATH
A USER DECIDES TO TAKE
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49. SUMMARIZING THE POTENTIALS OF LIFE WITHIN THE PARTICULAR
ENVIRONMENT YOUR BRAND CREATES
ACTIVITY
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50. ACTUAL IDEAL
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51. 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
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52. CREATING AN ENTIRELY NEW WAY PEOPLE INTERACT AND
EXPERIENCE YOUR BRAND, AND BUILD STORIES AROUND IT
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53. THANK YOU
CHRIS LAKE
chris.lake@havasww.com
@SirPond
Thursday, March 27, 14