Brands are interfaces and interaction

The ascent of interaction design to a critical role in brands is largely due to the changing nature of brands themselves. The new reality of brands is that they’re programs to deliver value through customer interfaces and interactions. They’re no longer the realm of top-down symbols, slogans and promises. In their new mode, brands are more social and cultural than “corporate.” They’re collaborative expressions of companies and their customers, formed in a structured process that builds the brand from the customer up. 

Some definitions:

• A brand interface is where the brand works with customers
• A brand interaction is how the brand works with customers

Yes, brands work with customers. The brands that count are working brands, not display brands. They’re brands that roll up their sleeves and team with customers to get things done.

 From Interaction design: the new key to brands

Ambient User Experience

An article about Ambient User Experience, that is the elements that don't server a vital function on a web site, but none-the-less build part of the overall experience.

For me this is all about the personality of a site or application, and how the UX should reflect the Brand it represents.




Here's a couple of examples of stores that reflect very different personalities  through the UX: Nike vs Dell

Obviously they are visually very different, but look beyond that at the way they function. Nike is playful with lots of gadgets while Dell is almost purely functional and yet both allow the user achieve a similar objective, to choose, customise and buy a product.