From teasers to turtlenecks: how to plan a product launch event from the outside in

In the age of fake news and WikiLeaks, it’s clear that it’s never been easier to broadcast a message publicly. However, in an increasingly fast paced, information-saturated environment, commanding and maintaining attention is challenging. And unfortunately, this is bad news for anyone planning to launch a product.

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Designing interaction: the art of brand storytelling at events

Stefan Sagmeister thought he could be happier. He read books about happiness and spoke to psychologists. He tried meditation, dabbled in cognitive behavioural therapy, and threw back antidepressants. The story of his quest for happiness could have been made into a book. It could have been a webpage. Instead, he told the story through an event—an exhibition called The Happy Show.

The Happy Show forced Sagmeister’s story to be told in a three dimensional space. This idea of storytelling in 3D not only changed the game for how Sagmeister had to think about visual communication, but changes the game for brands who attend or set up their own events too.

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Know thy customer: why your strategy should focus on customer experience

Your strategy, whether marketing, business, creative, campaign, or brand, is your game plan. It’s what success looks like and what it’s going to take to get there.

Sure, your strategy will involve how you’re going to target your customers and get those all-important conversions. It will say what you’ll be doing, when, and why. But what if we shifted the focus from what we’ll be doing, to what our customers are doing, when they’re doing it, and why?

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Why logo refreshes are more than just Powerpoint and Photoshop gradients

It’s a Thursday morning and I’m scrolling through my Twitter feed. There’s been a scandal. People are outraged. Except it isn’t really a scandal: It’s the announcement of Instagram’s new logo the day before, and now I’m watching a tidal wave of angry spectators flooding social media with their opinions.

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Originality is Dead. Long Live Originality: A call to arms to redefine originality

The topic of originality is a constant in the design world. From design school, to agency studios, to client meetings, it is a word that is almost guaranteed to surface, causing me to visibly flinch, followed up by a sustained internal scream.

My issue with originality, however, isn’t with the word itself, but the ideology underpinning its usage.

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Snapchat: From burritos to innovative and authentic marketing

This Snapchat story begins with a burrito.

It was mid 2013 and Taco Bell was making marketing history by claiming their place as the first brand to use Snapchat. Announcing their username via Twitter the brand made a promise that if users added them they would receive a secret announcement via the app.

The following day, those who added Taco Bell were rewarded with a photo of the Beefy Crunchy Burrito, complete with a crude attempt at using the apps draw feature to announce its arrival date. Taco Bell had begun to successfully channel into the conversational, authentic and personable nature of Snapchat, and in doing so found a way to directly connect with their customers in a way that treated them as a friend rather than an end user.

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Behind every great project is a great brief

At a basic level, the role of any brief is to explain a project, and understanding the importance of well written briefs can make projects not only run more efficiently, but produce better results from agencies.

The rules

Be specific

Try not to be vague or overcomplicate the writing process. If the agency doesn’t have all the information, or there is any doubt about what the brief is trying to communicate, they will be left with more questions than answers. The more succinct and considered the brief is, the more well informed the agency will be in creating deliverables that not only match, but exceed client expectations.

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