After almost 5 years at leading the digital organization for Hudson Rouge and reviving the Lincoln Motor Company brand and experience, I decided to make the jump and start Chinatown Bureau.
I just finished reading Buckminster Fuller's book, Operating Manual for Spaceship Earth. Definitely an interesting point of view to say the least. It was full of the mindset about a comprehensive approach to building a world where humans are all taken care of and all experience the reality of abundance through having a holistic view of what life should be, then setting up the systems and computer automation to do the specialized things that make our world work.
In 1999, a couple folks published a book called "The Experience Economy," a book that I was required to read in business school. The topic itself was and still is an amazing thought; and idea companies building and delivering "experiences" to enhance their core product or service. However, at that time, very few companies were executing against these "economic" trends that were outlined and presented.
As a lifelong student of self exploration, I'm continuously trying to find new ways and opportunities to become a better, well rounded me for myself, those around me, and this world. Throughout this journey, I've been able to begin to identify core self limiting thoughts and fears that I've been holding in my subconscious that have been a plague in my evolution as a human. And once identified, I can do the necessary work to overcome them. I've tried several different approaches, while some have worked better than others, I'm always on the lookout for new tactics.
Lately I've been thinking a lot about a brand's expressions and the promise that they are trying to fulfill. It's a seemingly easy exercise, but it has actually lead me to a point of contention within myself and some of the conversations that I've been having. After some discovery, I've found the contention comes from the clarity in definition of a particular brand promise.
I feel the idea of vision has always been an implied direction based on where we've been. An aspirational state that provides a vague sandbox to play in. Something like "Be World-Class in everything we do," or "Solve our commuting problems of all customers." Something that sounds like a worthy cause, but it really tactical or actionable at the day-to-day level. Which is why I've always felt a bit disoriented as it relates to making short- and mid-term decisions. There was nothing too pointed to measure my decisions against.
But first let me describe what I mean by Brand Experience Design. I see this as the science and artistry of connecting each interaction between a brand and consumer in way that is not only personalized and relevant, but interactions that build upon one another and satisfy / exceed the brand's promise.
The idea of connectivity, from a consumer’s perspective, is that it should just work. The scenario above should be able to happen today if I need it. I buy all these gadgets with a dream of decisions and actions happening for me. It’s a dream we all share. However, as we all know, the application of this is far from simple.
Earlier this year Google released some amazing research about what they are calling “Micro Moments;” the moments where the “I-want-to-know, I-want-to-go, I-want-to-do, and I-want-to-buy” feelings are created in consumer’s minds. The resulting action is that the consumers are looking for a specific answer with specific intent.
WHAT IF... 'Hound' + 'M' worked with each other?
Rapid speech recognition to a growing virtual neural network of information and answers (with a human touch).