Future brands X Customer experience
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Customer experience as the cornerstone of success 26 November 2015 Richard Curtis [email protected] @radarblur
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Transcript of Future brands X Customer experience
FutureBrand RGB Colour Palette
White R255 G255 B255
Black R0 G0 B0
PMS Purple R132 G52 B187
PMS Rubine Red R202 G0 B93
PMS Red 032 R237 G41 B57
PMS 3965 R228 G215 B0
PMS 306 R0 G185 B228
PMS 355 R0 G155 B56
PMS RefBlue R33 G36 B146
PMS 631 R62 G177 B200
PMS 400 R203 G199 B191
PMS 437 R128 G104 B111
PMS 530 R211 G184 B226
PMS 137 R255 G161 B0
Customer experience as the cornerstone of success 26 November 2015
Richard Curtis [email protected] @radarblur
FutureBrand RGB Colour Palette
White R255 G255 B255
Black R0 G0 B0
PMS Purple R132 G52 B187
PMS Rubine Red R202 G0 B93
PMS Red 032 R237 G41 B57
PMS 3965 R228 G215 B0
PMS 306 R0 G185 B228
PMS 355 R0 G155 B56
PMS RefBlue R33 G36 B146
PMS 631 R62 G177 B200
PMS 400 R203 G199 B191
PMS 437 R128 G104 B111
PMS 530 R211 G184 B226
PMS 137 R255 G161 B0
Raise your hand if you have had a good customer experience lately? Keep your hand raised if it was with a computer? Customer Experience | 26 November 2015 | © FutureBrand 2
FutureBrand RGB Colour Palette
White R255 G255 B255
Black R0 G0 B0
PMS Purple R132 G52 B187
PMS Rubine Red R202 G0 B93
PMS Red 032 R237 G41 B57
PMS 3965 R228 G215 B0
PMS 306 R0 G185 B228
PMS 355 R0 G155 B56
PMS RefBlue R33 G36 B146
PMS 631 R62 G177 B200
PMS 400 R203 G199 B191
PMS 437 R128 G104 B111
PMS 530 R211 G184 B226
PMS 137 R255 G161 B0
Raise your hand if you have had a good customer experience lately? Keep your hand raised if it was with a computer? Customer Experience | 26 November 2015 | © FutureBrand 3
FutureBrand RGB Colour Palette
White R255 G255 B255
Black R0 G0 B0
PMS Purple R132 G52 B187
PMS Rubine Red R202 G0 B93
PMS Red 032 R237 G41 B57
PMS 3965 R228 G215 B0
PMS 306 R0 G185 B228
PMS 355 R0 G155 B56
PMS RefBlue R33 G36 B146
PMS 631 R62 G177 B200
PMS 400 R203 G199 B191
PMS 437 R128 G104 B111
PMS 530 R211 G184 B226
PMS 137 R255 G161 B0
Changing social context
Customer Experience | 26 November 2015 | © FutureBrand 4
To I don’t want to talk to a person
From I don’t want to talk to a machine
FutureBrand RGB Colour Palette
White R255 G255 B255
Black R0 G0 B0
PMS Purple R132 G52 B187
PMS Rubine Red R202 G0 B93
PMS Red 032 R237 G41 B57
PMS 3965 R228 G215 B0
PMS 306 R0 G185 B228
PMS 355 R0 G155 B56
PMS RefBlue R33 G36 B146
PMS 631 R62 G177 B200
PMS 400 R203 G199 B191
PMS 437 R128 G104 B111
PMS 530 R211 G184 B226
PMS 137 R255 G161 B0
Changing social context
Customer Experience | 26 November 2015 | © FutureBrand 5
…unless the person looks like a machine
FutureBrand RGB Colour Palette
White R255 G255 B255
Black R0 G0 B0
PMS Purple R132 G52 B187
PMS Rubine Red R202 G0 B93
PMS Red 032 R237 G41 B57
PMS 3965 R228 G215 B0
PMS 306 R0 G185 B228
PMS 355 R0 G155 B56
PMS RefBlue R33 G36 B146
PMS 631 R62 G177 B200
PMS 400 R203 G199 B191
PMS 437 R128 G104 B111
PMS 530 R211 G184 B226
PMS 137 R255 G161 B0
Changing experiential context
Customer Experience | 26 November 2015 | © FutureBrand 6
Vs.
FutureBrand RGB Colour Palette
White R255 G255 B255
Black R0 G0 B0
PMS Purple R132 G52 B187
PMS Rubine Red R202 G0 B93
PMS Red 032 R237 G41 B57
PMS 3965 R228 G215 B0
PMS 306 R0 G185 B228
PMS 355 R0 G155 B56
PMS RefBlue R33 G36 B146
PMS 631 R62 G177 B200
PMS 400 R203 G199 B191
PMS 437 R128 G104 B111
PMS 530 R211 G184 B226
PMS 137 R255 G161 B0
Changing experiential context
Customer Experience | 26 November 2015 | © FutureBrand 7
&
FutureBrand RGB Colour Palette
White R255 G255 B255
Black R0 G0 B0
PMS Purple R132 G52 B187
PMS Rubine Red R202 G0 B93
PMS Red 032 R237 G41 B57
PMS 3965 R228 G215 B0
PMS 306 R0 G185 B228
PMS 355 R0 G155 B56
PMS RefBlue R33 G36 B146
PMS 631 R62 G177 B200
PMS 400 R203 G199 B191
PMS 437 R128 G104 B111
PMS 530 R211 G184 B226
PMS 137 R255 G161 B0
What’s the real impact of technology?
Customer Experience | 26 November 2015 | © FutureBrand 8
FutureBrand RGB Colour Palette
White R255 G255 B255
Black R0 G0 B0
PMS Purple R132 G52 B187
PMS Rubine Red R202 G0 B93
PMS Red 032 R237 G41 B57
PMS 3965 R228 G215 B0
PMS 306 R0 G185 B228
PMS 355 R0 G155 B56
PMS RefBlue R33 G36 B146
PMS 631 R62 G177 B200
PMS 400 R203 G199 B191
PMS 437 R128 G104 B111
PMS 530 R211 G184 B226
PMS 137 R255 G161 B0
What’s the real impact of technology?
Customer Experience | 26 November 2015 | © FutureBrand 9
1. Net interest margin
2. Payment systems
3. Fees
FutureBrand RGB Colour Palette
White R255 G255 B255
Black R0 G0 B0
PMS Purple R132 G52 B187
PMS Rubine Red R202 G0 B93
PMS Red 032 R237 G41 B57
PMS 3965 R228 G215 B0
PMS 306 R0 G185 B228
PMS 355 R0 G155 B56
PMS RefBlue R33 G36 B146
PMS 631 R62 G177 B200
PMS 400 R203 G199 B191
PMS 437 R128 G104 B111
PMS 530 R211 G184 B226
PMS 137 R255 G161 B0
What’s the real impact of technology?
Customer Experience | 26 November 2015 | © FutureBrand 10
1. Net interest margin
2. Payment systems
3. Fees
Data-fueled identification of creditworthy customers Lending Club P2P
New customer-centric entrants Apple Pay
Technology-driven automation of services TransferWise Robinhood
FutureBrand RGB Colour Palette
White R255 G255 B255
Black R0 G0 B0
PMS Purple R132 G52 B187
PMS Rubine Red R202 G0 B93
PMS Red 032 R237 G41 B57
PMS 3965 R228 G215 B0
PMS 306 R0 G185 B228
PMS 355 R0 G155 B56
PMS RefBlue R33 G36 B146
PMS 631 R62 G177 B200
PMS 400 R203 G199 B191
PMS 437 R128 G104 B111
PMS 530 R211 G184 B226
PMS 137 R255 G161 B0
What’s the real impact of technology?
Customer Experience | 26 November 2015 | © FutureBrand 11
1. Net interest margin
2. Payment systems
3. Fees
Data-fueled identification of creditworthy customers Lending Club P2P
New customer-centric entrants Apple Pay
Technology-driven automation of services TransferWise Robinhood
FutureBrand RGB Colour Palette
White R255 G255 B255
Black R0 G0 B0
PMS Purple R132 G52 B187
PMS Rubine Red R202 G0 B93
PMS Red 032 R237 G41 B57
PMS 3965 R228 G215 B0
PMS 306 R0 G185 B228
PMS 355 R0 G155 B56
PMS RefBlue R33 G36 B146
PMS 631 R62 G177 B200
PMS 400 R203 G199 B191
PMS 437 R128 G104 B111
PMS 530 R211 G184 B226
PMS 137 R255 G161 B0
What’s the real impact of technology?
Customer Experience | 26 November 2015 | © FutureBrand 12
1. Net interest margin
2. Payment systems
3. Fees
Data-fueled identification of creditworthy customers Lending Club P2P
New customer-centric entrants Apple Pay
Technology-driven automation of services TransferWise, Robinhood
Reduced costs
Improved service
FutureBrand RGB Colour Palette
White R255 G255 B255
Black R0 G0 B0
PMS Purple R132 G52 B187
PMS Rubine Red R202 G0 B93
PMS Red 032 R237 G41 B57
PMS 3965 R228 G215 B0
PMS 306 R0 G185 B228
PMS 355 R0 G155 B56
PMS RefBlue R33 G36 B146
PMS 631 R62 G177 B200
PMS 400 R203 G199 B191
PMS 437 R128 G104 B111
PMS 530 R211 G184 B226
PMS 137 R255 G161 B0
What’s the real impact of technology?
Customer Experience | 26 November 2015 | © FutureBrand 13
Death by a thousand cuts… a thousand start-ups, solely focused on each one of your customers’ pain points, unbundling the banking world, gatecrashing your business model and eating into your margins.
Reduced costs
Improved service
FutureBrand RGB Colour Palette
White R255 G255 B255
Black R0 G0 B0
PMS Purple R132 G52 B187
PMS Rubine Red R202 G0 B93
PMS Red 032 R237 G41 B57
PMS 3965 R228 G215 B0
PMS 306 R0 G185 B228
PMS 355 R0 G155 B56
PMS RefBlue R33 G36 B146
PMS 631 R62 G177 B200
PMS 400 R203 G199 B191
PMS 437 R128 G104 B111
PMS 530 R211 G184 B226
PMS 137 R255 G161 B0
What’s the real impact of technology?
Customer Experience | 26 November 2015 | © FutureBrand 14
Death by a thousand cuts… a thousand start-ups, solely focused on each one of your customers’ pain points, unbundling the banking world, gatecrashing your business model and eating into your margins.
U.R.L.
FutureBrand RGB Colour Palette
White R255 G255 B255
Black R0 G0 B0
PMS Purple R132 G52 B187
PMS Rubine Red R202 G0 B93
PMS Red 032 R237 G41 B57
PMS 3965 R228 G215 B0
PMS 306 R0 G185 B228
PMS 355 R0 G155 B56
PMS RefBlue R33 G36 B146
PMS 631 R62 G177 B200
PMS 400 R203 G199 B191
PMS 437 R128 G104 B111
PMS 530 R211 G184 B226
PMS 137 R255 G161 B0
Established brands
What’s the real impact of technology?
Customer Experience | 26 November 2015 | © FutureBrand 15
Death by a thousand cuts… a thousand start-ups, solely focused on each one of your customers’ pain points, unbundling the banking world, gatecrashing your business model and eating into your margins.
U.R.L. Large
customer bases
FutureBrand RGB Colour Palette
White R255 G255 B255
Black R0 G0 B0
PMS Purple R132 G52 B187
PMS Rubine Red R202 G0 B93
PMS Red 032 R237 G41 B57
PMS 3965 R228 G215 B0
PMS 306 R0 G185 B228
PMS 355 R0 G155 B56
PMS RefBlue R33 G36 B146
PMS 631 R62 G177 B200
PMS 400 R203 G199 B191
PMS 437 R128 G104 B111
PMS 530 R211 G184 B226
PMS 137 R255 G161 B0
The Big Machine
Customer Experience | 26 November 2015 | © FutureBrand 16
FutureBrand RGB Colour Palette
White R255 G255 B255
Black R0 G0 B0
PMS Purple R132 G52 B187
PMS Rubine Red R202 G0 B93
PMS Red 032 R237 G41 B57
PMS 3965 R228 G215 B0
PMS 306 R0 G185 B228
PMS 355 R0 G155 B56
PMS RefBlue R33 G36 B146
PMS 631 R62 G177 B200
PMS 400 R203 G199 B191
PMS 437 R128 G104 B111
PMS 530 R211 G184 B226
PMS 137 R255 G161 B0
What makes future brands
Customer Experience | 26 November 2015 | © FutureBrand 17
Makes people’s lives better
Creates engaging experiences at every touch point
Builds a strong emotional connection
Purpose
Experience
Has a compelling vision for the future
Delivers sustainable business value
Redefines the category
FutureBrand RGB Colour Palette
White R255 G255 B255
Black R0 G0 B0
PMS Purple R132 G52 B187
PMS Rubine Red R202 G0 B93
PMS Red 032 R237 G41 B57
PMS 3965 R228 G215 B0
PMS 306 R0 G185 B228
PMS 355 R0 G155 B56
PMS RefBlue R33 G36 B146
PMS 631 R62 G177 B200
PMS 400 R203 G199 B191
PMS 437 R128 G104 B111
PMS 530 R211 G184 B226
PMS 137 R255 G161 B0
Heading Georgia Italic 40-60pt – Black
(text highlights from FutureBrand palette only)
If size is altered, Line spacing:
text size + 2pt Paragraph spacing:
¼ of type size
Footer Georgia Italic 8pt – Black
Single line spacing
1. The purchase funnel
Customer Experience | 26 November 2015 | © FutureBrand 18
FutureBrand RGB Colour Palette
White R255 G255 B255
Black R0 G0 B0
PMS Purple R132 G52 B187
PMS Rubine Red R202 G0 B93
PMS Red 032 R237 G41 B57
PMS 3965 R228 G215 B0
PMS 306 R0 G185 B228
PMS 355 R0 G155 B56
PMS RefBlue R33 G36 B146
PMS 631 R62 G177 B200
PMS 400 R203 G199 B191
PMS 437 R128 G104 B111
PMS 530 R211 G184 B226
PMS 137 R255 G161 B0
Heading Georgia Italic 40-60pt – Black
(text highlights from FutureBrand palette only)
If size is altered, Line spacing:
text size + 2pt Paragraph spacing:
¼ of type size
Footer Georgia Italic 8pt – Black
Single line spacing
1. The purchase funnel
Customer Experience | 26 November 2015 | © FutureBrand 19
FutureBrand RGB Colour Palette
White R255 G255 B255
Black R0 G0 B0
PMS Purple R132 G52 B187
PMS Rubine Red R202 G0 B93
PMS Red 032 R237 G41 B57
PMS 3965 R228 G215 B0
PMS 306 R0 G185 B228
PMS 355 R0 G155 B56
PMS RefBlue R33 G36 B146
PMS 631 R62 G177 B200
PMS 400 R203 G199 B191
PMS 437 R128 G104 B111
PMS 530 R211 G184 B226
PMS 137 R255 G161 B0
Heading Georgia Italic 40-60pt – Black
(text highlights from FutureBrand palette only)
If size is altered, Line spacing:
text size + 2pt Paragraph spacing:
¼ of type size
Footer Georgia Italic 8pt – Black
Single line spacing
1. The purchase funnel
Customer Experience | 26 November 2015 | © FutureBrand 20
Source: McKinsey Quarterly, The consumer decision journey
FutureBrand RGB Colour Palette
White R255 G255 B255
Black R0 G0 B0
PMS Purple R132 G52 B187
PMS Rubine Red R202 G0 B93
PMS Red 032 R237 G41 B57
PMS 3965 R228 G215 B0
PMS 306 R0 G185 B228
PMS 355 R0 G155 B56
PMS RefBlue R33 G36 B146
PMS 631 R62 G177 B200
PMS 400 R203 G199 B191
PMS 437 R128 G104 B111
PMS 530 R211 G184 B226
PMS 137 R255 G161 B0
Uniformity…the good old days
Customer Experience | 26 November 2015 | © FutureBrand 21
FutureBrand RGB Colour Palette
White R255 G255 B255
Black R0 G0 B0
PMS Purple R132 G52 B187
PMS Rubine Red R202 G0 B93
PMS Red 032 R237 G41 B57
PMS 3965 R228 G215 B0
PMS 306 R0 G185 B228
PMS 355 R0 G155 B56
PMS RefBlue R33 G36 B146
PMS 631 R62 G177 B200
PMS 400 R203 G199 B191
PMS 437 R128 G104 B111
PMS 530 R211 G184 B226
PMS 137 R255 G161 B0
Customer Experience | 26 November 2015 | © FutureBrand 22
FutureBrand RGB Colour Palette
White R255 G255 B255
Black R0 G0 B0
PMS Purple R132 G52 B187
PMS Rubine Red R202 G0 B93
PMS Red 032 R237 G41 B57
PMS 3965 R228 G215 B0
PMS 306 R0 G185 B228
PMS 355 R0 G155 B56
PMS RefBlue R33 G36 B146
PMS 631 R62 G177 B200
PMS 400 R203 G199 B191
PMS 437 R128 G104 B111
PMS 530 R211 G184 B226
PMS 137 R255 G161 B0
Customer Experience | 26 November 2015 | © FutureBrand 23
Vs. Repetition Chaos
FutureBrand RGB Colour Palette
White R255 G255 B255
Black R0 G0 B0
PMS Purple R132 G52 B187
PMS Rubine Red R202 G0 B93
PMS Red 032 R237 G41 B57
PMS 3965 R228 G215 B0
PMS 306 R0 G185 B228
PMS 355 R0 G155 B56
PMS RefBlue R33 G36 B146
PMS 631 R62 G177 B200
PMS 400 R203 G199 B191
PMS 437 R128 G104 B111
PMS 530 R211 G184 B226
PMS 137 R255 G161 B0
Customer Experience | 26 November 2015 | © FutureBrand 24
Familiarity
FutureBrand RGB Colour Palette
White R255 G255 B255
Black R0 G0 B0
PMS Purple R132 G52 B187
PMS Rubine Red R202 G0 B93
PMS Red 032 R237 G41 B57
PMS 3965 R228 G215 B0
PMS 306 R0 G185 B228
PMS 355 R0 G155 B56
PMS RefBlue R33 G36 B146
PMS 631 R62 G177 B200
PMS 400 R203 G199 B191
PMS 437 R128 G104 B111
PMS 530 R211 G184 B226
PMS 137 R255 G161 B0
Customer Experience | 26 November 2015 | © FutureBrand 25
FutureBrand RGB Colour Palette
White R255 G255 B255
Black R0 G0 B0
PMS Purple R132 G52 B187
PMS Rubine Red R202 G0 B93
PMS Red 032 R237 G41 B57
PMS 3965 R228 G215 B0
PMS 306 R0 G185 B228
PMS 355 R0 G155 B56
PMS RefBlue R33 G36 B146
PMS 631 R62 G177 B200
PMS 400 R203 G199 B191
PMS 437 R128 G104 B111
PMS 530 R211 G184 B226
PMS 137 R255 G161 B0
Heading Georgia Italic 40-60pt – Black
(text highlights from FutureBrand palette only)
If size is altered, Line spacing:
text size + 2pt Paragraph spacing:
¼ of type size
Footer Georgia Italic 8pt – Black
Single line spacing
2. The logo
Customer Experience | 26 November 2015 | © FutureBrand 26
FutureBrand RGB Colour Palette
White R255 G255 B255
Black R0 G0 B0
PMS Purple R132 G52 B187
PMS Rubine Red R202 G0 B93
PMS Red 032 R237 G41 B57
PMS 3965 R228 G215 B0
PMS 306 R0 G185 B228
PMS 355 R0 G155 B56
PMS RefBlue R33 G36 B146
PMS 631 R62 G177 B200
PMS 400 R203 G199 B191
PMS 437 R128 G104 B111
PMS 530 R211 G184 B226
PMS 137 R255 G161 B0
Customer Experience | 26 November 2015 | © FutureBrand 27
FutureBrand RGB Colour Palette
White R255 G255 B255
Black R0 G0 B0
PMS Purple R132 G52 B187
PMS Rubine Red R202 G0 B93
PMS Red 032 R237 G41 B57
PMS 3965 R228 G215 B0
PMS 306 R0 G185 B228
PMS 355 R0 G155 B56
PMS RefBlue R33 G36 B146
PMS 631 R62 G177 B200
PMS 400 R203 G199 B191
PMS 437 R128 G104 B111
PMS 530 R211 G184 B226
PMS 137 R255 G161 B0
Brand as interface | Interface as brand
Customer Experience | 26 November 2015 | © FutureBrand 28
FutureBrand RGB Colour Palette
White R255 G255 B255
Black R0 G0 B0
PMS Purple R132 G52 B187
PMS Rubine Red R202 G0 B93
PMS Red 032 R237 G41 B57
PMS 3965 R228 G215 B0
PMS 306 R0 G185 B228
PMS 355 R0 G155 B56
PMS RefBlue R33 G36 B146
PMS 631 R62 G177 B200
PMS 400 R203 G199 B191
PMS 437 R128 G104 B111
PMS 530 R211 G184 B226
PMS 137 R255 G161 B0
Customer Experience | 26 November 2015 | © FutureBrand 29
not Tools Rules
FutureBrand RGB Colour Palette
White R255 G255 B255
Black R0 G0 B0
PMS Purple R132 G52 B187
PMS Rubine Red R202 G0 B93
PMS Red 032 R237 G41 B57
PMS 3965 R228 G215 B0
PMS 306 R0 G185 B228
PMS 355 R0 G155 B56
PMS RefBlue R33 G36 B146
PMS 631 R62 G177 B200
PMS 400 R203 G199 B191
PMS 437 R128 G104 B111
PMS 530 R211 G184 B226
PMS 137 R255 G161 B0
Heading Georgia Italic 40-60pt – Black
(text highlights from FutureBrand palette only)
If size is altered, Line spacing:
text size + 2pt Paragraph spacing:
¼ of type size
Footer Georgia Italic 8pt – Black
Single line spacing
Branding tools
Customer Experience | 26 November 2015 | © FutureBrand 30
Don't give people more logos. Give them tools to use the brand in more meaningful ways.
FutureBrand RGB Colour Palette
White R255 G255 B255
Black R0 G0 B0
PMS Purple R132 G52 B187
PMS Rubine Red R202 G0 B93
PMS Red 032 R237 G41 B57
PMS 3965 R228 G215 B0
PMS 306 R0 G185 B228
PMS 355 R0 G155 B56
PMS RefBlue R33 G36 B146
PMS 631 R62 G177 B200
PMS 400 R203 G199 B191
PMS 437 R128 G104 B111
PMS 530 R211 G184 B226
PMS 137 R255 G161 B0
Heading Georgia Italic 40-60pt – Black
(text highlights from FutureBrand palette only)
If size is altered, Line spacing:
text size + 2pt Paragraph spacing:
¼ of type size
Footer Georgia Italic 8pt – Black
Single line spacing
3. The experience
Customer Experience | 26 November 2015 | © FutureBrand 31
FutureBrand RGB Colour Palette
White R255 G255 B255
Black R0 G0 B0
PMS Purple R132 G52 B187
PMS Rubine Red R202 G0 B93
PMS Red 032 R237 G41 B57
PMS 3965 R228 G215 B0
PMS 306 R0 G185 B228
PMS 355 R0 G155 B56
PMS RefBlue R33 G36 B146
PMS 631 R62 G177 B200
PMS 400 R203 G199 B191
PMS 437 R128 G104 B111
PMS 530 R211 G184 B226
PMS 137 R255 G161 B0
Heading Georgia Italic 40-100pt – Black
(text highlights from FutureBrand palette only)
If size is altered, Line spacing:
text size + 2pt Paragraph spacing:
¼ of type size
Running Heading Arial 20/22pt – Black
Footer Georgia Italic 8pt – Black
Single line spacing
First things first
A brand is what a brand does.
Customer Experience | 26 November 2015 | © FutureBrand 32
FutureBrand RGB Colour Palette
White R255 G255 B255
Black R0 G0 B0
PMS Purple R132 G52 B187
PMS Rubine Red R202 G0 B93
PMS Red 032 R237 G41 B57
PMS 3965 R228 G215 B0
PMS 306 R0 G185 B228
PMS 355 R0 G155 B56
PMS RefBlue R33 G36 B146
PMS 631 R62 G177 B200
PMS 400 R203 G199 B191
PMS 437 R128 G104 B111
PMS 530 R211 G184 B226
PMS 137 R255 G161 B0
Heading Georgia Italic 40-60pt – Black
(text highlights from FutureBrand palette only)
If size is altered, Line spacing:
text size + 2pt Paragraph spacing:
¼ of type size
Footer Georgia Italic 8pt – Black
Single line spacing
Brand idea Brand value Brand belief Brand pillar Brand premise Brand promise Brand positioning Brand proposition Customer Experience | 26 November 2015 | © FutureBrand 33
FutureBrand RGB Colour Palette
White R255 G255 B255
Black R0 G0 B0
PMS Purple R132 G52 B187
PMS Rubine Red R202 G0 B93
PMS Red 032 R237 G41 B57
PMS 3965 R228 G215 B0
PMS 306 R0 G185 B228
PMS 355 R0 G155 B56
PMS RefBlue R33 G36 B146
PMS 631 R62 G177 B200
PMS 400 R203 G199 B191
PMS 437 R128 G104 B111
PMS 530 R211 G184 B226
PMS 137 R255 G161 B0
Heading Georgia Italic 40-60pt – Black
(text highlights from FutureBrand palette only)
If size is altered, Line spacing:
text size + 2pt Paragraph spacing:
¼ of type size
Footer Georgia Italic 8pt – Black
Single line spacing
Branding needs to do more.
Customer Experience | 26 November 2015 | © FutureBrand 34
FutureBrand RGB Colour Palette
White R255 G255 B255
Black R0 G0 B0
PMS Purple R132 G52 B187
PMS Rubine Red R202 G0 B93
PMS Red 032 R237 G41 B57
PMS 3965 R228 G215 B0
PMS 306 R0 G185 B228
PMS 355 R0 G155 B56
PMS RefBlue R33 G36 B146
PMS 631 R62 G177 B200
PMS 400 R203 G199 B191
PMS 437 R128 G104 B111
PMS 530 R211 G184 B226
PMS 137 R255 G161 B0
Customer Experience | 26 November 2015 | © FutureBrand 35
Quality
Identity
Utility
FutureBrand RGB Colour Palette
White R255 G255 B255
Black R0 G0 B0
PMS Purple R132 G52 B187
PMS Rubine Red R202 G0 B93
PMS Red 032 R237 G41 B57
PMS 3965 R228 G215 B0
PMS 306 R0 G185 B228
PMS 355 R0 G155 B56
PMS RefBlue R33 G36 B146
PMS 631 R62 G177 B200
PMS 400 R203 G199 B191
PMS 437 R128 G104 B111
PMS 530 R211 G184 B226
PMS 137 R255 G161 B0
How useful is your brand?
Customer Experience | 26 November 2015 | © FutureBrand 36
FutureBrand RGB Colour Palette
White R255 G255 B255
Black R0 G0 B0
PMS Purple R132 G52 B187
PMS Rubine Red R202 G0 B93
PMS Red 032 R237 G41 B57
PMS 3965 R228 G215 B0
PMS 306 R0 G185 B228
PMS 355 R0 G155 B56
PMS RefBlue R33 G36 B146
PMS 631 R62 G177 B200
PMS 400 R203 G199 B191
PMS 437 R128 G104 B111
PMS 530 R211 G184 B226
PMS 137 R255 G161 B0
How useful is your brand?
Customer Experience | 26 November 2015 | © FutureBrand 37
FutureBrand RGB Colour Palette
White R255 G255 B255
Black R0 G0 B0
PMS Purple R132 G52 B187
PMS Rubine Red R202 G0 B93
PMS Red 032 R237 G41 B57
PMS 3965 R228 G215 B0
PMS 306 R0 G185 B228
PMS 355 R0 G155 B56
PMS RefBlue R33 G36 B146
PMS 631 R62 G177 B200
PMS 400 R203 G199 B191
PMS 437 R128 G104 B111
PMS 530 R211 G184 B226
PMS 137 R255 G161 B0
How to future-proof your brand of customer experience
Customer Experience | 26 November 2015 | © FutureBrand 38
1. Identify the network of interactions that lead to purchase and loyalty. BTW it’s not linear.
2. Build the brand as the customer interface. …not simply on the customer interface.
3. Make your brand a useful tool in your customers’ experience. What is the role of your brand?
FutureBrand RGB Colour Palette
White R255 G255 B255
Black R0 G0 B0
PMS Purple R132 G52 B187
PMS Rubine Red R202 G0 B93
PMS Red 032 R237 G41 B57
PMS 3965 R228 G215 B0
PMS 306 R0 G185 B228
PMS 355 R0 G155 B56
PMS RefBlue R33 G36 B146
PMS 631 R62 G177 B200
PMS 400 R203 G199 B191
PMS 437 R128 G104 B111
PMS 530 R211 G184 B226
PMS 137 R255 G161 B0
“A customer is someone who has not yet found a better alternative.” – Nirmalya Kumar, Marketing As Strategy
Customer Experience | 26 November 2015 | © FutureBrand 39
FutureBrand RGB Colour Palette
White R255 G255 B255
Black R0 G0 B0
PMS Purple R132 G52 B187
PMS Rubine Red R202 G0 B93
PMS Red 032 R237 G41 B57
PMS 3965 R228 G215 B0
PMS 306 R0 G185 B228
PMS 355 R0 G155 B56
PMS RefBlue R33 G36 B146
PMS 631 R62 G177 B200
PMS 400 R203 G199 B191
PMS 437 R128 G104 B111
PMS 530 R211 G184 B226
PMS 137 R255 G161 B0
See you in the future.
Richard Curtis FutureBrand
[email protected] @radarblur Customer Experience | 26 November 2015 | © FutureBrand
