8. IN THE DIGITAL AGE
More access to
information, more
available choices
Can also shape brands
Consumers Brands
Followed consumers
online
Blur the line between
representation
and reputation
10. A carefully crafted
one-way message
delivered to a receiver,
with no opportunity
for dialogue
or compromise.
11. BRAND COMPONENTS
What a company looks like, sounds like,
and how it behaves are all equal
components of brand.
“
”
Kate Williamson,
Nielsen Norman Group
12. Visual design: How it looks
Content design: How it sounds
Interaction design: How it feels
24. DEBRANDING
Brands grow by
differentiating,
isolating themselves
from others, but:
For consumers,
everything
is interconnected.
What distinguishes
brands is less important
than what brings things
and people together.
28. SOURCES
Brand Is Experience in the Digital Age
Kate Williamson, User Experience Specialist,Nielsen Norman Group
How Students Use Digital to Choose Schools
Jennifer Howard, Education Industry Director, Google
The Future Of Branding Is Debranding
Jasmine De Bruycker, creative strategist, Base Design
To build digital brands, universities need to relinquish control
Max du Bois, executive director, Spencer du Bois