Branding and the Online User Experience

Jared Spool recently gave a talk at Google about online branding and his research on

the intersection between usability, designing for branding, and advertising.

The folks at Google very kindly made the video available online (47 minutes).

In his presentation, Jared discusses branding in general and explains affinity and dispositional branding.

He then goes on to talk about how a company's branding is affected by people's interaction with its web site. As you can imagine, bad user experience = bad brand impression and vice versa.

He finishes up with how online advertising can impact branding both positively and negatively depending on its context and how it affects the user experience of a site.

Jared Spool is always an entertaining and interesting presenter, so it's well worth a watch if you're not familiar with the essentials of branding and how it relates to the online world.

[via UIE Brainsparks]

Posted on: June 20, 2006 | 4 Comments

Recent Entries in "Usability"

4 Comments Posted

Thanks for the link -- just downloading it to the ipod -- will be watching on the plan ride home this week.

Bryan - this is definitely a good one to watch on the plane. Although there are no earth-shattering learnings to be had, Jared is always good value to listen to, and it's an interesting subject.

Sidenote: Google has a lot of lectures available as online videos - although many of them are a little dry for a non-programmer like myself.

I think is is a perticularly good video to show clients who want to control to much of the design process. It kind of shows them that you can't just "guess" web design, information architecture, etc

It might just be me, but I get a lot of clients like that.

Good find...
I've always thought user experience plays an integral role in branding. I'll have a look.


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