In this video, learn about the need to constantly infuse new design—both visual and user experience—into your brand. Learn about different opportunities to refresh the design, including collaborations and other techniques.
- So one of the keys of creating great staying power is the ability to reimagine your design, whether it be obviously a product design or a service experience design. All those are really critical to think about reimagining what the design is. And why that's important is because people like newness. We're all attracted to what's new and what's exciting because we want to be able to experience it but also be able to share the new stories and the new memories that are created from that newness with other people.
That's really important to us. But likewise is there's a balance because you need to make sure that you're protecting what's old and familiar about the brand while you're infusing new design into it. So that is a trick and that is a challenge of creating great staying power is understanding what is it that people want to be familiar with? 'Cause it's just like people, we don't wanna meet someone we haven't seen in 10 years and they look totally different than what we remember them being. We want to a least be able to recognize their eyes, their smile, their laugh, their voice.
But we also wanna hear the new stories of what they've done in the last 10 years. And that's the same thing with brands, we don't want to have a brand that we completely don't recognize, we want something familiar about that brand, especially the stuff that we love about that brand. But we also wanna marry it to what's new and energetic and fun about what's happened with the brand. One of the best ways that people can reimagine design is actually have other people reimagine design for you. One of the best examples I can think of is actually a brand I'm wearing right now and not to seem crude but I'm gonna show you that this is the brand I'm talking about.
It's Vans. And if you look at this specific product, it's their iconic silhouette, it's their iconic pattern but it's married and if you can get a close up of that you can see that it's married with the Peanuts franchise and Snoopy. And it's this ability to protect what's familiar. The silhouette's familiar, the iconic pattern's familiar but infuse it with some new energy and fun which is really this idea of Snoopy both dancing, laughing and doing so many different things. That ability to marry the old, the new but also bring in other people to help interpret what you're brand is is actually a great way to create lasting staying power.
Now the trick in doing that is obviously we're gonna work, if the Vans people are working with the Peanuts people it's to tell 'em, you're the things that are sacred about our brand, you're the parts of the product that you're not allowed to change or touch but just as importantly here is a part where we want you to have fun with, go to town with. So this ability to create iconic mashups is an incredible way to create great staying power.
- Explain how signature elements relate to customer choice when selecting a certain brand.
- Recognize signature elements.
- Define the saying “innovate your benefit”.
- Recall the benefits of longevity.
- Identify the key in scaling power.