The Virtuous Pump of Interactivity

Session: 'Interactive beyond the screen: branding in four dimensions.'

In this thoroughly enjoyable presentation on interactive branding, Jamie Monberg begins by comparing the histories of Apple and Zerox. Apple always tried to stand for something more than Zerox who stuck with the impersonal. Today, when branding is about how you're interacting, Apple is known for human-centric innovation, where as Zerox is known for broken printers. Today you've got to be authentic to be a successful brand, the technology isn't the whole story

People expect a dialogue, to be involved, they expect to be a constituent.  for example the design your own Nike sneaker campaign . If there's a 'Web 2′ it's about facilitating that dialogue. And the dialogue must be authentic, not tacked on after the fact.

Myspsace is about the interactions made possible by Myspace not the technology; that's why it was valued at $580 million in 2005. Similarly with You tube valued at $1.6 billion in 2005 and Facebook, valued at $2 billion 150 million users. This value is about  how they facilitate the interaction they're offering not just about the brand.

Facebook however, Monberg believes, doesn't act in a thoughtful way towards it's users as it once did. It now fails to turn its constituants into evangelists as it should, so brand fulfillment is reducing . Is this really transparency?

When Monberg refers to 'the web' he means 'all the technologies that reach out to people'. He believes it is about 'human-centric experiences' and 'getting technology out of people's way.'

These days we have 780 million transisters where in the 1950s we had just one. It's  quantum physics. He asks,  how are we going to use these tools to create relationships that are more authentic? How can we  continue the relationship people have with brands? How can we have brands that  are human centric? 

He uses a great phrase, getting more 'wizzy wig' to mean using lots of fancy technology just for the sake of it.

He invites the idea that we use these tools to a higher purpose, that brands become more successful at engaging people so that everybody wins rather than brand just trying to make money.

For example Mcdonalds show a distinct lack of interactivity with the brand. Whereas Gibson guitars have shown great foresight by getting involved with Guitar Hero - it show Gibson are thoughtful about how they're engaging casual games with their brands.

The use of all our senses will mean rich experiences and interaction. Historically it's been mostly visual and hence rise of graphic design but says Monberg, let's also think about equilibrium, temperature, phyisical movement. Let's consider more than fingers eyes and ears - we'll have more profound experiences. Brands should think about human interaction, feelings emotions. Look at something as simple as a pencil compared with something as difficult as a helecopter; low and high cognitive load. Low is something to aim for because we're essentially tool using apes.

Brands start with perception - we're bombarded with it but we're sceptical about messages from brands. Ineraction that is positive continues a positive relationship. 'What you promised me you gave' and we are inertacting with it and enageing with it eg Amazon make good any mistakes. The reaction we have to brands is fuelled by this. Simply attempting to be transparent with a fake CEO blog or twitter feed isn't quite authentic - extended interatcivity isn't necessarily greater transparency. Obama used media for engagement as never before and people bought into his brand. Monberg descibes this continual relationship as a 'virtuous pump of interactivity'. He says 'It is more important then ever to connect with the consumer in a meaningful way that creates and maintains a relationship.' We have a desire for authenticity . It should go like this: dialogue - authenticity - interactivity = a successful brand.

Finally Monberg's Rules for innovation:

• do no harm then do some good.
• interactive is not always digital
• brand yourself interactively
• old is the new 'new' - products that do what they say they will do.
• understand and practise virtues of transparency.
• embrace your constituency with authenticity.