Why can't marketing just handle that branding junk?
summary
Argues that brand is the user experience, not just logos, and shows concrete tactics: find the story/persona (the “movie” — Rusty), translate it into UI decisions, and put brand criteria on story cards so acceptance tests include emotions. Cites wins: Amazon’s one‑click raising sales, Nintendo shifting to experiential controls, and a client cut 5–10 screens to 3 by focusing story first. Recommends test for brand experience alongside usability.
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chapters (38)
- 0:00Intro
- 3:06What is collateral
- 4:00Intentional items
- 4:26Create a story
- 5:32Brad Pitt
- 6:43Rusty
- 7:39Rusty in Oceans Eleven
- 8:15Rusty in the 69 Convertible Camaro
- 8:40Casinos
- 9:09Big Slick
- 9:50Integrity
- 10:37Pop Quiz
- 11:10Harley Davidson
- 11:31Harley Davidson History
- 12:58refine the message
- 13:12freedom
- 13:48Harley culture
- 15:13Other examples
- 15:30Fail Whale
- 16:25The Experiment
- 19:36Bad experience
- 19:59Good experience
- 22:06Usability vs experience
- 22:39Oneclick happy
- 23:22Nintendo Wii U
- 23:39Nintendo Wii
- 23:51Whirlpool
- 24:17Google
- 24:30Beta
- 25:04Simplicity
- 25:27Interface
- 25:58Brand Guidelines
- 26:45Ronald McDonalds
- 27:58Second Period Stretch
- 29:09Brand Experience
- 29:36Usability Testing
- 31:21Test for Brand Experience
- 31:53Building the Experience
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