Track: Publisher
Presenter: Dan Maccarone (@danmaccarone)
In the digital world, traditional branding is no longer the best approach to define your product. Instead of spending an extended period of time discussing the mood your logo should convey and what the right tagline should be, it’s important to focus on the overall experience actual people will have using your product. From conceptualization to implementation, defining details of how interactions work, creating a distinct voice and tone, and what features need to be there from day one all feed into how users will eventually feel about your product. We will explore how your brand comes into reality as the experience design evolves, especially focusing on how all decisions in the product development timeline are tied to the original product strategy. We will look at real-world examples that showcase successes and failures of digital product branding and will share insights on our own experiences and where mistakes are generally made.
