This document discusses brand building in a digital world. It begins by noting that technology is defined differently by generations and that the world is now digital for most people under 22. It then asks how brands should approach brand building in this digital world. It discusses the importance of manifesting a brand's inherent behaviors to achieve measurable marketing goals like increasing sales or brand share. It also discusses the importance of engagement and defines engagement as creating windows of enhanced attention to influence behaviors and motivations. The document then discusses various considerations for digital planning, including understanding people, channels, and experiences. It emphasizes putting people before technology and the importance of participation that is actually useful and relevant to people. In summary, the document provides guidance on how brands can build
5. THE INTERNET THE MOBILE PHONE THE COMPUTER GAME
is not technology is not technology is not technology
FOR ANYONE UNDER 22. FOR ANYONE UNDER 29. FOR ANYONE UNDER 40.
IT IS ALREADY A
DIGITAL WORLD.
6. How do we approach
BRAND BUILDING
IN A DIGITAL WORLD?
7. worldmade
by
MANIFEST THE BEHAVIOUR
INHERENT IN A BRAND IDEA...
A brand idea sits at the heart of “What makes a brand successful?
everything a brand does and is the First it has to be a coherent
anchor and point of consistency for totality, not a lot of bits.”
all communications and marketing. Stephen King, What is a brand?
8. ...TO DELIVER A MEASURABLE, BUSINESS BUILDING,
MARKETING GOAL.
DRIVE SALES.
MAKE A PRODUCT...
...cheaper ...more convenient ...easier ...distinctive ...more desirable
to buy. to access. to use. & different. to use (together).
INCREASE BRAND SHARE.
9. If we must use the dirty e-word*:
ENGAGEMENT.
*Not the C word: Conversation.
Interruption may be over but there is no
conversation. “Don’t pretend the
consumer cares as much as you”. Help
people along the way to purchase,
repurchase, recommendation and getting
what they want from brands.
10. ENGAGEMENT.
#1 Establish the meaning of Seymour Papert’s
Learning Theory of Constructionism.
“The belief that people learn most
effectively by doing things rather
than sitting and listening.”
17. NOT
PSEU
“Bad DO-G
ges AMIF
are f ICAT
or bo ION.
y sco
uts”
18. GAMING.
5 million
gamers in the U.S. spending more than
Half a billion
people worldwide playing computer
40 hours games for at least
a week playing games. 1 hour a day.
The biggest games in the world measure
MORE THAN ONE BILLION
points of data about their players.
Sources: Jane McGonigal: Gaming can make a better world & Tom Chatfield: 7 ways games reward the brain
19. A DEFINITION OF
ENGAGEMENT
INSPIRED BY GAMING.
CREATING WINDOWS OF
ENHANCED ATTENTION
TO INFLUENCE
BEHAVIOUR & MOTIVATIONS.
Inspired by: Tom Chatfield: 7 ways games reward the brain
20. #2 Establish how the engagement
BUILDS THE BRAND & BUSINESS.
CREATING WINDOWS OF
ENHANCED ATTENTION
TO INFLUENCE
BEHAVIOUR & MOTIVATIONS.
BRAND SALIENCE.
Building a brand’s propensity to be noticed or come to mind in
buying situations by increasing the quantity & quality of memory
structures buyers hold about brands and associated attributes.
DRIVING BUYER CHOICE & BEHAVIOUR.
21. BRAND SALIENCE.
Building a brand’s propensity to be noticed or come to mind in
buying situations by increasing the quantity & quality of memory
structures buyers hold about brands and associated attributes.
IS WHY WE CREATE
ENGAGEMENT.
22. HOW DO WE PLAN FOR THIS?
PEOPLE.
CHANNELS.
EXPERIENCE.
23. worldmade
by
process
discover:
what can
we discover
from the world?
collision:
interaction
creates
make:
ideas
make things
with a
“go” mentality
24. PEOPLE > TECHNOLOGY.
What type of general activities do they engage
in on-line and what is the frequency?
What is the wider current digital zeitgeist?
(Application, game, start-up, mobile, etc)
What are the particular/ local websites,
social networks and Internet services they use
BEHAVIOUR and what is the primary activity on these sites?
What do I actually do? How do they interact with brands and why?
Industry/category insights?
How do they perceive technology and digital tools?
What is their current cultural zeitgeist?
(Overall tone, socio-political landscape, popular culture themes and trends)
ATTITUDES What is the outlook on social networks and associated themes?
How do I feel about it? (Transparency, Sharing, Interacting with brands, etc)
What are the key attitudinal trends and themes in the
industry/category?
What does ownership of technological devices look like?
ACCESS (Smart-phones, analog phones, computers, tablets, etc)
What is the Internet usage across different devices?
What can I do? What is the Internet penetration in the target region?
START What (if any) are government rules and limitations?
Personas &
Scenario Analysis
Listening Audit
26. VALUE EXCHANGE
begins with asking
“What is your brand here for, how can it help?”
HAVE A POINT OF VIEW ON THE WORLD/CULTURE
1 NOT JUST A POSITION IN A CATEGORY
UNDERSTAND WHAT THE DIFFERENT SEGMENTS
2 ARE INTERESTED IN AND WORK BACK
THE FUTURE ISN’T MESSAGING,
3 IT IS IDEAS THAT SOLVE BUSINESS PROBLEMS
IN A CULTURALLY POSITIVE WAY
27. 1,500 NIKE MAGS AUCTIONED ON EBAY WITH MONEY
RAISED MATCHED UP TO $50m BY SERGEY BRIN.
THEIR BRAND
Connect Sneakerheads, Back Scarcity value & a CSR brand
to the Future Fans & the boost increases saliency
Parkinson’s community to outside core sports territory &
relive their youthful hopes & justifies the price premium in a
raise money for research with recessionary market.
the Michael J. Fox Foundation.
28. LEVI’S/GET TO WORK.
“After a tough decade, one of the world’s
most famous brands has pressed the reset
button, returning to its pioneering roots and
pitching a new definition of what it means to
work. Equal parts elbow grease and
empowerment, Levi’s prolific new strategy
incorporates CSR initiatives, an overhaul of
the women’s range, and a focus on digital
communication as the most effective way of
creating meaningful campaigns.”
Contagous 24
29. BUT ARE WE
ASKING TOO MUCH
OF PEOPLE?
IS IT
PARTICIPATION
FOR PARTICIPATION’S
SAKE?
30. THE PARTICIPATION QUESTION.
IS YOUR BRAND A PARTICIPATION BRAND? REALLY?
WHAT TYPE OF
Frustration Aspiration
PARTICIPATION?
high involvement
Brand can make Brands can inspire
UTILITY?
things simpler
Sports
Finance Nike+
Mint
Irritation Fun
low involvement
Brands can make Brands make
things easier things more fun
Toilet paper Drinks
Charmin Sit or Squat Smirnoff Nightlife Exchange
Do w
e rea
ANO lly ne
THER ed
APP?
negative motivation positive motivation
Source: ingmar de lange / mountview
31. THE PARTICIPATION QUESTION.
IS YOUR BRAND A PARTICIPATION BRAND? REALLY?
WHAT TYPE OF PARTICIPATION?
MASS? MASS
EXPOSURE?
Easy, relevant & brand related. A Fewer participants but what they
significant number of people will get produce or achieve is of greater public
involved & complete the process/action. interest & spreads. Their participation &
Every interaction has a direct business interactions have a direct business effect
effect on the person interacting. on people exposed to their outputs.
Source: Nick Emmel
32. THE PARTICIPATION QUESTION.
IS YOUR BRAND A PARTICIPATION BRAND? REALLY?
RECOGNISE...
...THE LIMITS OF ...THE LIMITS
EFFECTIVENESS. OF REALITY.
EXAMPLE: EXAMPLE:
PEPSI REFRESH KINGSMILL
33. PEPSI REFRESH.
In 2010 instead of advertising during the Super Bowl Pepsi spent $20 million
on a social media campaign called The Pepsi Refresh Project.
More people have voted for projects pitched to Pepsi Refresh than voted for
the last U.S. president. It is still the best-known online charitable giving
program recognized by a third of consumers, according WSJ and has become
a benchmark for modern, socially enabled CSR campaigns.
BUT...
5% decline Pepsi market share
5% decline in Diet Pepsi market share
Loss of half a billion dollars worth of sales.
Pepsi looses its number two spot as the
biggest cola brand in the US to Diet Coke...
PEPSI’S VP MARKETING RALPH SANTANA...
“The key learning for us was that in addition to having a cultural
idea that taps into a mass sensibility, you need to make sure that
your idea is getting enough exposure to be successful.” Or as
John Sicher, the editor of Beverage Digest, more plainly put it:
Pepsi needs “more product-oriented advertising and marketing”.
34. KINGSMILL CONFESSIONS.
“You want me to make and upload a
video of me confessing about the
last-time I stole a sandwich? WTF?”
35. Good Enough to Share? Fighting it out from the marketing web to the real internet.
does it seem to be b
w and ecom
eem ne ing
it s pop
es ula
Do Strengthen r?
Bonds
sharing it let people..
Will .
Make
Life TEARS Gain
Easier
Status
GOOSE- RAISED
BUMPS EYEBROWS
e a physica
ulat l re
tim sp
ts
on
i
es
se
Do
SHOUT SMILE
?*
Help Define
It stands THE IDEA It stands
Other Group
a chance.
People
or a chance.
Identity
THE ASSET
BLUSHES FROWN
AROUSAL LAUGHTER
A-HA!
Fuel Get
A People to
Passion Respond
Express
Themselves *Not an exhaustive list. Rate the
level of response on a scale of 1-10,
anything less than 7 is a “meh” and
Sources: Henry Jenkins, Convergence Culture Consortium MIT, the idea needs to be much stronger.
Daren C. Brabham, Unruly, and Facebook
36. “take advantage of the unique properties of the
online media such as its immediacy, interactivity
and depth of content that is only limited by
imagination and resource.”
WHAT DO THEY GET OUT OF THE RELATIONSHIP?
WHY SHOULD THEY BOTHER GIVING US THEIR ATTENTION?
CAN BE THIS A TWO-WAY INTERACTION?
WHAT IS OUR COMMITMENT?
MANIFEST THE BEHAVIOUR
INHERENT IN A BRAND IDEA...
...TO DELIVER A MEASURABLE, BUSINESS BUILDING,
MARKETING GOAL.
37. De
ve
l
op
in
ga
CONSUMER
NEEDS
nO
(plus “the job” the product
delivers against)
nline Value Prop
CULTURAL BRAND &
INFLUENCES BUSINESS
(context, macro-trends
& technologies) ACTIVITY
(Distinctiveness &
os
Reasons to believe)
ition
.
39. CONSUMER
NEEDS
(plus “the job” the product
delivers against)
CULTURAL BRAND &
INFLUENCES BUSINESS
(context, macro-trends
& technologies) ACTIVITY
(Distinctiveness &
Reasons to believe)
COMMS ROLE
OF DIGITAL
(What can digital do
that other channels can’t?)
40. to bring brand behaviour to life, achieve business
objectives and deliver value to people.
DIGITAL AS A HUB/ENABLER.
Use digital platforms to tie together, facilitate
and fuel the communications activity.
DIGITAL AS A MULTIPLIER.
Use digital networks to extend the reach and
longevity of the communications activity.
DIGITAL AS THE PHILOSOPHY.
Use digital trends and behaviours to inspire the
inception of creative and strategic ideas.
41. DIGITAL AS A HUB/ENABLER.
Use digital platforms to tie together, facilitate
and fuel brand activity.
42. DIGITAL AS A MULTIPLIER.
Use digital networks to iterate and extend the
reach and longevity of brand activity.
43. For Bailey, the primacy of the digital experience is self-evident. "I find it weird that
anyone would find it weird [digital-first thinking].
"Most of us are very digital in our daily
lives now. Burberry is a young team and
this is instinctive to us. To the younger
generation who are coming into
adulthood now, this is all they know."
DIGITAL AS THE PHILOSOPHY.
Use digital insights and behaviours to inspire
the inception of creative and strategic ideas.
44. BRAND IDEA
ONLINE VALUE PROPOSITION
ENGAGEMENT ENGAGEMENT ENGAGEMENT
TERRITORY TERRITORY TERRITORY
OR TASKS OR TASKS OR TASKS
COMMUNICATIONS ROLE OF DIGITAL
DIGITAL DIGITAL DIGITAL
CHANNELS CHANNELS CHANNELS
47. 3D Glasses
buildings
& buildings
Digital steps
& vending
machines
AND NEW
TECHNOLOGIES.
Utility &
Data Services
Services
Visualisation
Mobile &
Social TV
V
Commerce &
Communityy
Platforms
s
48. MORE & MORE BRANDS,
PUSHING MORE & MORE MESSAGES,
ABOUT MORE & MORE PRODUCTS*.
49. The future is not about technology.
IT IS ABOUT ATTENTION.
“As a technologist, we all like ‘techno-utopia’, this is
the great democratiser. Sure, we’ve made creation
and distribution more available to anyone, but at the
same time we’ve made those things irrelevant. Now
the commodity isn’t distribution, it’s attention –
and guess what? Who gets attention is still sitting on
a power law curve...we’re not actually
democratising the whole system – we’re just
shifting the way in which we discriminate.”
* * Danah Boyd, @Zephoria
Microsoft Research Lab
51. Now channels are as creative as any ad.
IN FACT MORE SO.
They can tell the story...
be the story... ...embody the story.
A great idea can take an ordinary channel
& make it extraordinary.
52. We must choose our channels
& technologies wisely:
VISIBILITY
avoid tech of the month & the usual suspects.
Peak of Inflated Expectations
Plateau of Productivity
Slope of Enlightenment
Trough of Disillusionment
Technology Trigger
TIME
Innovators Early Adopters Early Majority Late Majority Laggards
Source: Gartner’s Hype Cycle
54. Decide a depth of engagement
that we can sustain.
Community.
DIFFICULTY
Utility.
Media.
55. Digital Channel Planning is
THE ART OF SACRIFICE.
What can we do well?
What can we afford to do well?
56. Channel distinctions are not as clear
as some agendas suggest.
PAID OWNED EARNED
A catalyst of Brand domain A transparent space for
original content and platforms for longer and conversation, advocacy
audience exposure. deeper relationships. and word of mouth.
57. Channel distinctions are not as clear
as some agendas suggest.
PAID OWNED CO-OPTED EARNED
A catalyst of Brand domain Engagement platforms A transparent space for
original content and platforms for longer and adopted by brands for conversation, advocacy
audience exposure. deeper relationships. their utility & audience. and word of mouth.
EMBASSIES OUTPOSTS
Facebook, Twitter, Forums, Blogs,
YouTube etc. comments etc.
58. Payment models
are less important
than peoples’ GOOGLE
is what you’re looking for when
BEHAVIOUR no one is looking; how to’s and
entertainment related searches
& knowing the appropriate trend quickly. It is about the
language of intent or need.
behaviour in each channel.
FACEBOOK TWITTER
is a public space; it’s what you is content that you’re proud of;
want your friends to know about more top-down, since its
(politics, humor, social causes, cool influences include a culturally
stuff, charity). It is about sharing savvy audience, celebrities,
and showing who you are. techies, or perhaps people trying
to be funny. It is about showing off
and shouting out.
59. WAYS INSPIRED BY
BEHAVIOUR
on the part of
REAL PEOPLE.
USE INSIGHT USE THEIR
& ATTITUDES. DECISION JOURNEY.
Use channels to take a behaviour & Use channels to support a behaviour
make it better, easier, more social. with useful, timely, helpful connections.
EXAMPLES: EXAMPLES:
CNN T-SHIRTS (OLD FAV) KERATINOLOGY
STARHUB MUSICAL FITTING ROOMS.
60. How do you promote a new online video news offering?
Use behaviourial insights to make something fun and useful.
THE NEWS PEOPLE ARE INTERESTED
IN, PLUS THE SOURCE THEY GET IT
FROM, DEFINES THEIR IDENTITY.
&
CNN IS KNOWN FOR ITS “SLIGHTLY
ODD” HEADLINES WHICH OFTEN
GET SHARED ONLINE.
“The premise of our idea was simple. We wanted to add a t-shirt icon next
to video-related headlines in the Latest News section of the front page of
CNN.com. We made no real mention of the t-shirts other than adding this
little icon. We knew that the massive amount of traffic would ensure that a
good number of people would click on the icon out of pure curiosity.”
“Clicking on the icon would lead them to a custom t-shirt shop, which we
created in partnership with Spreadshirt. Here you could purchase a t-shirt
with the headline on it. The shirts were emblazoned with the “I just saw it
on CNN.com” tagline, along with the date and time of the headline.”
61. STARHUB MUSICAL FITTING ROOMS.
Youth define themselves by the type of
music they listen to, and by the clothes they
wear. StarHub Online Music Store wanted
to build stronger affinity and increase web
traffic and music downloads.
The solution: Clothes Fitting Rooms in 42
Singapore stores suggested songs that
suited the style of clothing being tried on.
RFID chips were tagged to clothes and
RFID readers with directional speakers were
installed in fitting rooms. When a garment
was brought into a fitting room, the RIFD
chip triggered the reader to play music that
matches the style of the garment.
A proximity text was then sent to the
person’s mobile containing information
about the suggested song and the online
music store.
Average click-through rate was 84%. Paid
music downloads increased by over 21%.
Brand equity score among youth increased
by 57%. And over 47,000 songs from 16
genres were recommended to people
across the country. This campaign is ranked
as one of the most successful youth
promotions for StarHub.
62. KERATINOLOGY BY SUNSILK
Salon going consumers represent a highly
involved group, proven to invest considerable
money in getting their hair to look right.
&
They have a need to maintain the “look” of their
treatment for longer and to repair some of the damage
done to their hair as a result of their salon processes.
CAMPAIGN IDEA
The infinite cycle of renewal.
The story of enduring hair beauty from the micro
to the macro, ending where we begun.
63. DECISION JOURNEY
Increase in number of brands/solutions being
considered. Attention paid to advertising, WOM &
online research with information gathering key
Start with a shortlist
of brands/solutions
Active & Passive Loyalty
Active Loyalty fuels advocacy
but Passive is a larger audience
On-going
exposure
C
Closure & the
moment of
decision
Consumer builds expectations based on
experience to inform their next decision journey
Source: McKinsey
64. DECISION JOURNEY
Pre-treatment research online & offline,
link Keratinology to treatment as “part of the ritual”,
help with variant selection & reasons to believe
Choose Keratinology
variant for treatment
Reinforcing Keratinology as “part of
Awareness the process” and prolonging the
beauty of salon treated hair
(linked to her previous experience)
Select Keratinology
variant in store
First product usage
Build relationship & ensure she gets the most
out of the product – the experience will
inform her next decision journey
65. A seemless journey across events, web & mobile building awareness,
stimulating trial and encouraging loyalty & repeat usage.
68. COMMON SENSE, IA OR UX?
Imaging we are given...
Source: Gail Leija “What is an IA?”; images adapted from The Order of Things: How
Everything in the World is Organized into Hierarchies, Structures and Pecking Orders
Barbara Ann Kipfer, Random House NY 2000
69. COMMON SENSE DOES...
Forks Knives Spoons
Source: Gail Leija “What is an IA?”; images adapted from The Order of Things: How
Everything in the World is Organized into Hierarchies, Structures and Pecking Orders
Barbara Ann Kipfer, Random House NY 2000
70. INFORMATION ARCHITECTURE DOES...
Forks Knives Spoons
Source: Gail Leija “What is an IA?”; images adapted from The Order of Things: How
Everything in the World is Organized into Hierarchies, Structures and Pecking Orders
Barbara Ann Kipfer, Random House NY 2000
71. USER EXPERIENCE DOES...
Source: Gail Leija “What is an IA?”; images adapted from The Order of Things: How
Everything in the World is Organized into Hierarchies, Structures and Pecking Orders
Barbara Ann Kipfer, Random House NY 2000
72. But great User Experience asks:
“WHO SAID
THEY NEEDED US
TO LAY A TABLE?”
73. GREAT USER EXPERIENCE
IS EVERYONE’S RESPONSIBILITY . *
Designers Developers Planners Creatives
Account Management Project Business
Management Consultants Managers Analysts
UX’S ROLE IS TO ALIGN & ENSURE WE GET THERE,
BALANCING THE NEEDS OF THE BUSINESS
& TECHNOLOGY WITH THE NEEDS OF PEOPLE.
*In fact these days more and more of these people are producing the traditional
outputs of UX – interaction designs, user flows, business logic etc
74. This is done Or what we
by using User Centric
Design Thinking like to call
USER CENTRIC MAKING THINGS
DESIGN THINKING. BETTER, SOONER.
DESIRABILITY
(Human)
FEASIBILITY VIABILITY
(Technology) (Organisation)
User Centred Design Solutions
are an overlap of these three lenses;
they need to be Desirable, Feasible, and Viable.
Source: IDEO
75. WHAT IS THE VALUE &
BENEFIT OF UX?
FASTER WAY TO MORE SUCCESSFUL
A BETTER SOLUTION. & EFFECTIVE WORK.
GREATER PRODUCTIVITY
& A WAY TO PUSH INNOVATION.
76. A COLLABORATIVE & ITERATIVE PROCESS. ALL SKILLSETS ARE INVOLVED THROUGHOUT,
BUT PEOPLE’S INVOLVEMENT & DELIVERABLES WEIGHTING CHANGES BY PHASE.
DISCOVER COLLISION MAKE
PLANNING
UX UX
CREATIVE/DESIGN
DEVELOPMENT
WE NEED TO PLAN RESOURCE ACCORDINGLY – IT IS NOT ABOUT PASSING WORK “OVER THE FENCE”.
77. WHAT HAPPENS WHEN A UX ARCHITECT IS NEW TO A STANDARD PROJECT?
DIGEST & EXPLORE &
BRIEF FIRST RESEARCH
SKE TCHES (ASK QUESTIONS)
DAY 1
DAY 2
ITERATE
(SKE TCHES & IDEAS)
DAY 7
DOCUMENT/
PROTOT YPE DAY 6 DAY 3/4/5 (or more)
(PRESENT WORK)
ITERATE MAKE
(REFINE & GE T (COLLABORATE ON
AGREEMENT ) DESIGN SOLUTIONS)
NB: NOT
A SPRINT
80. DISCOVER COLLISION MAKE
Start of Project Sketches Iterating Testing Review &
Site audits Storyboards
Monitor
Proof of concept
Competitor, Peer, Concept Models QA
Lateral Analysis Mood Boards
Listening audits
Personas
User Stories
Prototypes
Audience Research
Design Comps
Stakeholder Interviews Digital Strategy
User Testing Beta Testing
User Journeys
Functional Specs
Site Maps
KPIs/Objectives Tech Specs
Content Strategy
Taxonomy Cardsorts
Project Discovery Report UX/Design Brief Prototypes
Assessment & Collision Session & Team alignment & Final Documentation
UX Involvement Time Line Key Sign-off
81. DELIVERABLES SHOULD DEPEND ON WHAT
WE ARE TRYING TO ACHIEVE.
SKE TCH PROTOTYPE
Evocative Didactic
Suggest Describe
Explore Refine
Question Answer
Propose Test
Provoke Resolve
Tentative Specific
Noncommittal Depiction
WIREFRAMES?
(Based on best solution)
Source: Bill Buxton
82. DELIVERABLES ALSO DEPEND ON TIMINGS,
PROJECT SCOPE & CLIENT.
Production-ready
prototype
When clients
ST
O
really engage
C
&
Image-mapped Better at communicating
E
Design Comps
M
Design Comps than documenting, good
TI
for user research
Graphically “skinned”
prototype
VISUAL FIDELITY
Walkthrough Design
Comp video
Interactive wireframe
Paper wireframe
prototype
prototype
Good for solving the problem,
but clients can struggle to
engage (& a wrong decision
here can cause issues later)
Wireframes JUST BECAUSE WE
CAN DO SOMETHING,
DOESN’T MEAN
Page sketches Image-mapped
Page sketches
Box page
diagrams
WE SHOULD.
FUNCTIONAL FIDELITY
Source: Fred Beecher, Evantage Consulting
“The Dimensions of Fidelity”
83. IT DOESN’T END WITH DELIVERABLES.
ALLOW TIME (& BUDGET) FOR
TESTING.
Guerrilla or Eyetracking or
Corridor Testing Lab etc.
on Sketches, Concepts on final designs &
& WIREFRAMES. BETA RELEASES.
ESPECIALLY ON LARGE OR LONG LASTING PROJECTS...
...& PREPARE TO REFINE WHEN WE GO LIVE*
*Despite implementing best practice and extensive testing, when
a project goes live with real people in the real world you will
always discover something new, unexpected and in need of a fix.
84. BECAUSE DIGITAL PLANNING & UX IS PART OF A CIRCLE.
ER
V
O
CO
DISC It is about
getting people to
LLIDE
see something,
do something,
and successfully
enjoy doing it .
MA
KE
86. BECAUSE DIGITAL PLANNING & UX IS PART OF A CIRCLE.
A CIRCLE
MANIFESTING THE BEHAVIOUR
INHERENT IN A BRAND IDEA...
...TO DELIVER A MEASURABLE, BUSINESS BUILDING,
MARKETING GOAL.