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Making the Complex Simple: Brand Messaging
How messaging for a vacuum cleaner reveals a formula for technology brands that won’t suck.
The Power of Measurement
These days, when every dollar counts, everyone is concerned with measuring success. “What response did we get?” “How did we increase sales?”
The key to good campaign measurement is to stay clear of useless success metrics that are vague and unfocused. “We want to generate a lot of qualified leads.” Of course! Everyone wants leads and demand, but let’s get more specific… Here are some good examples of more focused success metrics:
ROI on User Experience (UX) Design
I was on a start-up panel and the question asked “how do determine if the user experience design is successful? Many of the answers suggested; does the design elevate the brand? does it improve the user experience? easier for users to complete tasks? etc. These are great things that in the past certainly made the client stakeholders and agency or designers feel good; but does it really tell you if it was a good investment? User experience design is part of the overall solution - like a wheel on a car cannot be successful on its own; what purpose could it have?
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