RACHAEL ECKERSLEY ROXANNE HENSCHKE WINNIE TANG JUDY ZHENG B A N K O F C O M M E R C E & D I G I TA L K I T C H E N
T A B L E O F C O N T E N T S EXPERIENCE BRAND BANK OF COMMERCE (CIBC) DIGITAL KITCHEN DIGITAL KITCHEN MEETS CIBC
E X P E R I E N C E D E S I G N Experience design, as stated in Warren Berger s Glimmer, is an approach to design from an empathetic point of view. This includes gaining a deep understanding of the intended audience and designing according to their needs. However, experience design differs from other disciplines in that it strives not only for the final product to provide a solution, but also to deliver a memorable user experience of their engagement. This helps the design last beyond just its functionality and create an emotional attachment or relationship with the people who engage with it. Experience design is a multi-disciplinary practice that draws from multiple aspects of design considerations and can potentially be applied to a broad array of contexts. A COMPELLING EXPERIENCE Warren Berger and Nathan Shedroff both state that ultimately, experience design leads to the emergence of a compelling experience. According to Nathan Shedroff, this dictates the success of your design: if the experience you create is not a compelling one, you will never find a large audience. He suggests that we begin experience design by evaluating the experiences we would like our audience to have, and what needs and wants we must consider in order to create this experience. This overlaps heavily with user-centred design.
THE IMPORTANCE OF CONTEXT Moving on to Jesse James Garrett s definition of experience design, he states that it is deeply rooted within its context. As such, experience design requires designers to be well-acquainted with not only the needs of their intended audience but also the context of the design. Garrett states that the outcome of each project should be as unique as its context. The context of the design plays a large part in experience design because it sets up a perimeter for the scope of the product; a practical list of constraints and possibilities. Michael Cummings has summed up design context into four legs: users, technology, organizations, and resources. Each of these four sections, as well as cultural contexts (eg. cultural assumptions, beliefs, memes, shared expectations, etc.) set up the overall context of how a designer might approach experience design. Experience design is an approach that utilizes a wide array of disciplines in order to achieve one goal: to bring people through a memorable experience that is compelling and ultimately tells a compelling story. This experience is what differentiates the end result from its competitors and extends the life of the design past its functions by making a lasting impression in people.
A brand is not your logo or ID system, it s a gut feeling people have about you. When two or more people have the same feeling, you have a brand. = robert brunner B R A N D A brand is the idea or image that identifies a product, service or company. It is often misinterpreted that a brand is limited to its logo design, or what is on the top of its letterhead. Though these factors affect the brand, it is not what defines it. The brand needs to reflect the content, style and feel of every part of the business. It is a combination of experiences and impressions with employees, customers, the public and the community.
A brand is the emotional response your company receives. The emotion behind what someone feels, sees, tastes, etc when they come across your brand. A memorable logo is just the beginning yet an extremely important beginning that sets the overall tone for your new or existing brand. - Brian Hoff
C A N A D I A N I M P E R I A L B A N K O F C A N A D A A bank with a story as old as Canada must be doing something right. The Canadian Imperial Bank of Canada has built it s empire upon a stable brand message which has stayed consistent over time. Their objective is to be a client-centric organization that grows stronger everyday. In order to realize this objective, CIBC has established three central priorities that provide a framework for it s company which was recently named the strongest bank in North America by Bloomberg Markets magazine. Their forward thinking has piloted a vision to be recognized as the leader in client relationships. CIBC S THREE CENTRAL PRIORITIES ARE: To build deeper relationships with their clients. To improve on sales and service capabilities. To acquire and retain clients seeking deeper, more rewarding relationships.
G R O W T H O F C I B C The brand of CIBC has been through stories and experiences. It is a promise. A promise based on core values of trust, teamwork, and accountability. These core values are what drive their vision and demonstrate what the brand stands for. The brand positioning of CIBC is a testimony to their promise. Their slogan, for what matters, is versatile in that it encapsulates both a spirit of innovation and finance. I was part of the team that developed CIBC s brand strategy and slogan For what matters a few years ago. While it was based on a sound strategy, I never found the words particularly inspiring - until now. At a time when many are forced to ask themselves How much more money and things do I need? Could I manage with less? What really matters to me? What contributes to my individual happiness?, CIBC s slogan is suddenly very relevant. - W h a t Q u e b e c W a n t s, H e a d s p a c e
Building brand equity has been a process brought into being through Community Matters, an investment initiative, which CIBC is remembered and celebrated for. 35% cures 29% kids C O M M U N I T Y I N V E S T M E N T in Canada 3% other 33% community CIBC is committed to causes that matter to our clients, employees and communities. Our goal is to make a difference through corporate donations, sponsorships and the volunteer spirit of employees. With a focus on Kids, Cures and Community, CIBC invested close to $35 million in communities across Canada in 2011. - CIBC
A spirit of innovation shapes what a company may do; financial performance measures what a company has done. Both determine value. -CIBC
In 2003, CIBC introduced its current logo, which retained the heritage and strength of the Palatino wordmark, but captured a contemporary and energetic look and feel. -CIBC The stylized yellow and white arcs that have replaced the traditional chevron symbol represent forward thinking and suggest shaping the future with a rekindled energy. The distinctive claret colour serves as a background for the superimposed logo elements. This internationally known logo stands for confidence, competitiveness and client focus which epitomizes CIBC's brand.
D E S I G N I N G W H A T M A T T E R S The brand stewards for CIBC used to be Publicis, an advertising and public relations company, and one of it s subsidiary companies ZenithOptimedia. Recently, it was announced that CIBC has shifted its account away from it s former agency associates towards Juniper Park and MediaCom. Juniper Park will be in charge of the overall brand strategy and planning, creative development and implementation, as well as its social media endeavors. While staying true to their brand, and being client-centric, CIBC would like to continue to evolve and are looking to deliver messages that address realsolutions for their clients. Juniper Park is a place where the disciplines of strategy, design and advertising come to play. We can create brands from scratch or we can take existing brands and point them in a new direction. Being able to do this gives us a unique perspective even when we are working with very established brands. - Juniper Park
By putting people first, we believe we can deliver better results. That s why we spend more time talking to consumers and experiencing their lives than any other media agency. Using this unprecedented level of consumer insight, our media planning and buying teams are able to provide unique longterm communications solutions that engage target audiences, change behaviours and ensure business success. - MediaCom
Own your story. Own your category. In society today there is advertising everywhere you look. There are a multitude of platforms for brands to get their name out there. However, due to this, consumers have become increasingly skeptical of the information being thrown at them. This is the age of transparency. What will make consumers take interest in and believe a brand s message? CONTENT APPROACH Digital Kitchen is a content-first agency. Both their strategic and creative process are heavily based on content as they believe that this is the approach needed to build brands that are authentic and will be able to connect with the media savvy consumers of our current day and age. AUTHENTICIT Y Digital Kitchen places strong emphasis on creating brands that are authentic and believable with a credible story. They take a narrative approach in defining the consumer/brand relationship and through this are able to create an authentic positioning. As an agency they believe that a brand s best opportunity at conveying their authentic story is through the use of various social/digital media channels.
When a brand s authentic story and its paid messaging are both delivered from an authentic positioning they form a powerful narrative that builds awareness, lasting relationships and brand growth. AUTHENTIC POSITIONING (content) AUTHENTIC STORY PAID MESSAGING (marketing) NARRATIVE By interweaving content and marketing, Digital Kitchen is able to create a credible narrative that consumers will believe and connect with. Where they meet is at the beginning, as well as the end, of the story. AWARENESS LASTING RELATIONSHIPS BRAND GROW TH
The crossroads of content and marketing also happens to be the crossroads of science and art, thinking and making, and entertainment and advertising. It s also the address of Digital Kitchen. thinking science marketing entertainment advertising content art making THINKERMAKERS Digital Kitchen employs think and make in their agency structure. By integrating strategic and creative processes they are able to effectively manage the integrity of the brand. Their work is effective for the long-term, and will continue to help the brand grow even after its initial implementation. They are very versatile, working across multiple platforms. Their team consists of what they call thinkermakers. Not only are they able to conceptualize ideas, but they are able to execute them as well. They are multi-talented, diverse individuals that are able to work in multiple mediums. Through this they are able to get a brand s authentic voice heard through the chaos that is social media.
DK s new era storytellers, strategists, filmmakers, marketers, and technologists bridge the gap between concept and execution and traditional and nontraditional problem solving.
STRATEGY GUIDED CONSUMER AGENCY D I S C O V E R Y -> P A R T I C I P A T I O N -> P U R C H A S E -> A D V O C A C Y We develop a brand s social positioning before we write its sales positioning. The social positioning is based on a brand s authentic self a core truth built to withstand the scrutiny of today s empowered consumer. By establishing the brand s social positioning, consumers are more easily able to connect with the brand and develop a trust relationship. They will develop a deeper connection with the brand and feel encouraged to share it with others in their lives. This loyalty to the brand sparks brand growth as the relationships are for the long-term. If consumers can be shown the authenticity of a brand, they will believe it and promote it.
Our teams view advertising as an invitation for consumers to participate in a brand s story and content as the best vehicle to express its authentic self. Digital Kitchen sees the value in both content and advertising. While content is what expresses the core truth of a brand, advertising is needed to make consumers aware of it and encourage them to participate. Together they create a complete story of the brand. Media not only draws attention to a brand, but also allows an opening for consumers to understand their authentic story and what makes them truly unique. We approach shared and owned media as the home of a brand s authentic story. A brand s home when filled with the comfortable, familiar furniture of consumer-inspired content, is the best setting to tell a story people will want to share with their friends and family. We view traditional media and advertising as an invitation to consumers to participate in that story.
A S K A W A Y INTERACTIVE SITE & CAMPAIGN We gave the people of Atlantic Canada a place to find the answers they didn t know they were looking for. OBJECTIVE: CREATE AN OPEN FORUM FOR PEOPLE TO FIND OUT WHAT THE LOT TERY WAS ALL ABOUT.
They created a hub for Atlantic Canadians to ask anything they wanted about the Atlantic Lottery. AskAway. com enables them to read about other people s experiences, share their own, and participate in discovering what the Atlantic Lottery is all about. Both positive and negative stories are posted, providing an honest and comprehensive outlook. In addition to this, they created a series of videos that each either answer a question or tell a story. Many of them express different people s views on the lottery, allowing personal voices to be heard. New stories and questions are continuously being brought up, constantly providing useful and relevant information for everyone. We loved the honesty behind this project and were especially drawn to the series of videos. Each video is expressive and shares a unique outlook on the lottery. We found it refreshing to hear real people s opinions on the subject, rather than just having the Atlantic Lottery s view.
A T & T U - V E R S E M O V I E S BRAND IDENTIT Y The concept had to establish an identity and positioning that fit naturally into the overarching AT&T brand while also differentiating the product from the competition. There were two essential phases to their campaign for U-verse Movies. The first was themed U-verse Movies is evolving the way you watch. It was meant to convey the richness of the U-verse Movies product offering, showing how efficient and convenient it would be to be a subscriber of AT&T U-verse. Phase two looked at the wonderment that is cinema. Whether looking at it from behind-the-scenes or just watching a pure movie moment, movies are a part of our lives. This showcased the variety that film has to offer showcasing that there is a U-verse Movies moment for everyone. OBJECTIVE: DIGITAL KITCHEN WAS TASKED WITH BRANDING AND POSITIONING U-VERSE S VIDEO ON DEMAND OFFERING AS THE ONLY PL ACE TO WATCH MOVIES. We really liked their approach to this campaign. They stayed true to the AT&T brand while still making them stand apart from the competition. Digital Kitchen enhanced their identity, rather than trying to change it, through smart marketing that connects with consumers.
K Y B A K G E N U I N E A T T E N T I O N CAMPAIGN Authentic stories about people and their money. From the drama of debt to looking for loans, Digital Kitchen collaborated with Cramer-Krassalt to create a series of 30-second animated documentaries told in the voice of consumers that doubled as broadcast commercials to complete a larger campaign that included print, radio and a dedicated microsite. We were drawn to this project for similar reasons as the AskAway campaign, except we really appreciated the playfulness of the motion graphics in these videos. It connects the audience with the stories of real people, making it easy to empathize and understand their situations.
We think Digital Kitchen would start by researching CIBC, taking a narrative approach in discovering the consumer/ brand relationship. Through this they would develop and discover the authentic positioning of CIBC. Like AT&T, CIBC does not need to be rebranded. It already has an established identity that is strong and has no need to be changed. Rather, Digital Kitchen would find a way to enhance what makes them authentic. They would conceptualize on how they could effectively invite people into CIBC s authentic story. D K M E E T S C I B C
What drew us to KeyBank and AskAway was how personal the campaigns felt. By hearing stories from real people it felt honest, it didn t feel like the brand was trying to sell or deceive us into anything. Hearing messages in this way makes you want to listen. AskAway encourages people to participate and get involved in the campaign, thus connecting them with the brand. We think Digital Kitchen might approach CIBC in this way. CIBC is a very well established bank; there is no question about the credibility of their banking services. What isn t as well known is their involvement in the community. They approach helping the community in the same way they approach banking, as a team. How might Digital Kitchen get people involved in this aspect of CIBC? Might this involvement lead them to opening an account?
AUTHENTIC STORY: AUTHENTIC POSITIONING AUTHENTIC POSITIONING: CIBC is committed to preserving a brand that provides insight and services for what matters. This slogan can be interpreted along the lines of both finance and the community in terms of CIBC s core values. These values are trust, teamwork and accountability. Being a bank with rich heritage and strength, CIBC is able to foster their vision of becoming recognized as the leader in client relationships since the people that work for them take pride in the role they play. The employes of CIBC personify their bank s slogan by doing what matters both in the context of their work and in the community volunteering their time. The narrative of CIBC is directly related to their authentic positioning. Community Matters is an investment initiative in which CIBC uses their well-founded framework of core values to support causes that matter to their clients, employees and communities. Kids, Cures and Community are at the heart of Community Matters and the stories and experiences that stem from these causes could be harnessed and used to enhance CIBC as a brand. (content) AUTHENTIC STORY PAID MESSAGING (marketing) NARRATIVE Though we think we have a good understanding of the authentic positioning and the authentic story of CIBC, what we re still unsure of is how to approach the paid messaging. We imagine Digital Kitchen would use multiple platforms to get people intrigued and involved in the brand. We plan on exploring the possibilities of this hopefully leading to awareness, lasting relationships, and brand growth for CIBC. AWARENESS LASTING RELATIONSHIPS BRAND GROW TH
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