As a brand experience designer, I’m often charged with bridging the gaps between our clients’ engineering, marketing, design and sales teams. It’s not uncommon for each to have different ideas about what their company does, or at the very least, why they do it. In less mature companies, the CFO and CIO may step into product development and create an ideological tug-of-war.
When it’s a technology or digital media company, an engineering culture may dominate decision-making. While that’s a great environment for solving technical problems, it’s terrible for introducing a new product, or worse, a new brand to the marketplace. Without a clearly coordinated effort to ensure that your online experience is a real reflection of your brand promise, a torrent of off-brand details pockmark the experience and send the wrong message.
…The online experience needs to continuously deliver on the brand promise to generate the trust people extend to the brands that consistently meet their expectations. This is how tangible brand value is created that’s built for the long term.
“…there are some serious questions about user motivation. The semantic web suffers from a real cold start problem — how to get all that data into linked format. Again, no single motivator will work for everybody, so the resulting motivators are so general, or so tied to implicit semantic web assumptions, that few get off the ground. Nobody wants to sit and re-encode their data into semantic web format. But given a real problem, and the promise of a solution that just so happens to involve RDF, it will happen.”— Tales of a Semantic Web Skeptic, via Haystack Blog
“Sure, fine, make your single-use devices. But all these e-readers — the Kindle, Nook, Sony Reader, et al — are all focused on the wrong single use: books. (And in the case of at least the Nook and Kindle, the focus is on buying books from B&N and Amazon. The Kindle is more like a 7-Eleven than a book.) The correct single use is reading. Your device should make it equally easy to read books, magazine articles, newspapers, web sites, RSS feeds, PDFs, etc.”—