• A couple problems I have with Microsoft’s website for Surface. The whole site makes learning about the Surface such a chore. The content is really bad too. Sometimes it feels like they put it through Google Translate a few times and came out with inflated passages like the following: A feat of engineering and a […]

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  • The mobile context, where at any given time, for any given reason users will want to do something on their phones or with your app. Your job is to set users up for success. There are a few established ways to achieve that including keeping your app focused, the UI clean, and the language simple. […]

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  • It’s impossible for a brand to affect its social story, it can only impact consumers. It’s consumers who contribute to the social story through the experiences they have with a brand, and with 3rd party interactions like the things they see in the news, or the things they hear from friends. The power of the […]

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  • Mapping the Brand Story

    Your brand story goes through a lot before what your consumers ultimately tell themselves, and others. The equation is simple, but the possibilities are vast. If you fail to understand one of these pieces, or if your execution is weak, then your customer story is going to reflect it. I found the difficult part with […]

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  • I came up with the idea that each platform has a particular purpose based on what an outcome looks like for the user. This is another important piece of information when designing the story of your brand experience. As a brand, what are you pushing users towards?

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  • Each platform has its own story. You can work though many different questions and get many different answers of Who, What, When, Where, How, and Why. I find this illustration useful to illustrate that no one platform is superior or the best one for all cases. Each has its own characteristics and affects consumers’ lives […]

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  • How do you affect what stories consumers have of your brand? With another story of course.

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  • Four types of consumers we tell our stories to, and how we want to affect them. Even when we look at customer groups and customer actions, stories still proove useful. One big action missing from this graph is spending money on a brand’s products and services. This illustration does more to answer the question “How […]

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  • I’ve often heard the saying that consumers define your brand story. That’s a message which is always good to keep with you, but at the same time it’s only a single slice of whats really going on. Consumers are defining your brand not just by what they say on Facebook, but as a result of […]

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  • I saw a quote about experiences being better than stories, because people remember experiences. Obviously that erqued me and I started thinking about it. What I came up with is that stories are how we communicate, describe, and remember experiences. Story gives us the language we need to move up the pyramid. Without stories all […]

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