1. Beyond Image: Brand As Experience Bridget Fahrland Fry, Inc. 1/30/04

2. Page 2 © 2004 Fry, Inc. Everything it takes ™ AGENDA  Why Is Experience Important?  Not Just For Kicks: The Goals Behind Experience  The Creative Process: How To Build Experiences  You Be The Judge: Assessing Experiences  A Word On.Org Experiences  Questions

3. Page 3 © 2004 Fry, Inc. Everything it takes ™ Stage 1: Limited Image

4. Page 4 © 2004 Fry, Inc. Everything it takes ™ Stage 2: Image Without Interaction

5. Page 5 © 2004 Fry, Inc. Everything it takes ™ Stage 3: Experience

6. Page 6 © 2004 Fry, Inc. Everything it takes ™ Image Vs Experience  An image conveys an emotion visually. It is a passive, one-way experience.  A true experience engages the user by requiring interaction. The best experiences have a purpose that meets the user needs and helps the company/organization accomplish its goals.  Experience is more than sound and animation. It is a culmination of creative, usability, and technology.  Sites that create an experience will be more successful.

7. Page 7 © 2004 Fry, Inc. Everything it takes ™ Not Just For Kicks: Common Site Goals  Sell Something Experience aids user in buying process  Build Loyalty Experience encourages repeat visit/purchase -- instills good feeling about the brand  Increase Brand Awareness Experience immerses user in brand and/or enables viral marketing

8. Page 8 © 2004 Fry, Inc. Everything it takes ™ Experience Sells

9. Page 9 © 2004 Fry, Inc. Everything it takes ™ Experience Builds Loyalty

10. Page 10 © 2004 Fry, Inc. Everything it takes ™ Experience Increases Brand Awareness

11. Page 11 © 2004 Fry, Inc. Everything it takes ™ On A Good Day, It Does All Three

12. Page 12 © 2004 Fry, Inc. Everything it takes ™ How To Build Experiences That Matter  Prioritize Site Goals  Understand User Needs  Identify Key Brand Attributes and Messages  Ensure Experience: –Furthers Business Goals –Meets User Needs –Captures Brand Essence  Involve Creative, Information Architecture, and Technology

13. Page 13 © 2004 Fry, Inc. Everything it takes ™ You Be The Judge: Fructis

14. Page 14 © 2004 Fry, Inc. Everything it takes ™ You Be The Judge: Lego

15. Page 15 © 2004 Fry, Inc. Everything it takes ™ You Be The Judge: Levis

16. Page 16 © 2004 Fry, Inc. Everything it takes ™ A Word On.Org Experiences (you know, the stuff that really matters)

17. Page 17 © 2004 Fry, Inc. Everything it takes ™ Experience As Action Not Entertainment

18. Page 18 © 2004 Fry, Inc. Everything it takes ™ & AQ