In fact, you’ve probably already utilised artificial intelligence today.

It might have been when Spotify created your “perfect for this mood” playlist, when Grab predicted your fare, or when Netflix decided which show to tempt you with next. All of these are examples of AI quietly working in the background, shaping the products and services you use without ever announcing itself. AI is becoming an invisible layer in everyday experiences, and that has huge implications for how brands create value, build trust, and stand out.​

What AI really changes

From a customer’s point of view, the impact of AI is not about algorithms, but about how they experience products and services. At its core, AI is about systems that learn from data to make predictions and decisions, and that changes how products and services behave over time.​

In that regard, four big shifts matter for brands:

1. From static to adaptive

Traditional products behave the same way for everyone. With AI, services can learn from each interaction and adjust accordingly. Think of a content app that learns what you prefer to read, or a fitness app that adapts your routine based on your progress rather than following a fixed plan.​

2. From mass to “one”

Marketing has always talked about segmentation, but AI makes it possible to tailor offers, content, and even pricing to individuals at scale. Retailers can curate product selections that feel hand‑picked and relevant to you. Done well, this feels like a brand finally “gets you”.​

3. From reactive to proactive

Many services wait for a customer request: “I have this problem; please help.” AI allows services to anticipate needs and act earlier. A financial app might flag that your spending pattern looks risky before it becomes a problem, or a telco could suggest a more suitable plan before you hit your data cap. This shift from “call us when something breaks” to “we’re looking out for you” can be a powerful expression of a brand’s promise.​

4. From linear journeys to fluid experiences

Customer journeys used to follow neat, linear steps: awareness, consideration, purchase, use, support. AI weaves search, chat, recommendations, and automation into a more fluid experience. You might ask a chatbot a question, be shown curated content, get a personalised offer, and complete a purchase without ever seeing a traditional webpage.​

The new brand challenge: invisible tech, visible trust

As AI capabilities become widely available, technology itself becomes less of a differentiator. Many brands can plug into similar models and tools; what becomes truly differentiating is how a brand uses AI to express its unique brand promise, values, and personality. 

This creates two core tensions that brand leaders need to manage:

1. Automation vs. human touch

Automating routine queries or processes can free humans to focus on complex, sensitive situations, which is one of the great benefits of AI. That said, in sectors like healthcare, finance, and hospitality, there are moments where human contact is not just preferred but essential. Brands need to decide what should always remain human, what can be “AI first, human in the loop,” and what can be fully automated. Those choices say a lot about what a brand values.​

2. Speed vs. stewardship

There is intense pressure to “move fast” on AI for efficiency and competitive reasons. At the same time, regulators and society are increasingly concerned with fairness, bias, transparency, and safety. Leaders must balance experimentation with governance: setting clear guardrails, reviewing high‑impact use cases, and defining where the brand will not go, even if the technology allows it.​

A useful guideline to follow is having  “AI‑on‑brand”: ensuring that every AI‑enabled interaction behaves in a way that is consistent with the brand’s promise, tone, and ethics. If your brand stands for reassurance and clarity, your AI should not be cryptic or pushy; if your brand stands for empowerment, your AI should give options, not orders.​

Creating “on‑brand AI”

Rather than treating AI as a technology project, it helps to see it as a new material for experience design. The following are some ways you can consider using to guide teams in designing AI features that are both effective and on‑brand.

1. Start from human frictions

Instead of asking, “Where can we use AI?”, start with “Where are customers currently confused, anxious, or frustrated?” Map the journey and identify specific friction points – long waits, complex forms, confusing choices, or information overload.​

Only then ask, “Could AI genuinely reduce this friction or make this moment feel more personal?” Examples include using AI to simplify form‑filling, triage support requests more intelligently, or summarise complex information in plain language. When AI is anchored in a real human problem, adoption and satisfaction tend to be much higher.​

2. Align your “AI personality” with your brand

Most brands already have a personality defined in their guidelines. The missing step is translating that personality into how AI behaves: tone of voice, how proactive it should be, how much it should explain, and how cautious or experimental it can be.​

A healthcare brand, for instance, might have an AI that is calm, clear, and conservative in its advice, continuously highlighting limitations and encouraging professional consultation when needed. A youth lifestyle brand might have an AI that uses informal language, suggests bold options, and embraces more experimentation while still respecting boundaries around safety and consent.​

3. Make the invisible visible

Many AI decisions are invisible, which can make customers uneasy. Brands can counter this by adopting simple transparency practices: short explanations like “We’re suggesting this because you liked…” or “We predicted this based on your recent activity,” plus clear options to adjust or turn off personalisation.​

At the crux of this is about giving people enough information to feel informed and in control. Simple privacy settings, reminders of what data is being used, and accessible explanations for important decisions can turn a black‑box experience into one that feels more collaborative and trustworthy.​

4. Measure what matters to humans

AI projects are often evaluated using technical metrics like accuracy, latency, or cost savings. To understand whether AI is supporting or undermining the brand, teams should measure human‑centred outcomes such as: perceived helpfulness, ease, comfort, trust, and preference for the AI‑enabled experience versus the old one.​

The key is to treat AI not just as a back‑office efficiency lever, but as a core part of the brand experience to be designed, tested, and refined.​

What leaders can do now

For leaders in marketing, product, and customer experience, AI can feel overwhelming, but the first steps can be focused and practical.

1. Audit where AI already touches your customers

Many organisations already use AI in fraud detection, recommendations, search, or support routing, but these elements are rarely viewed through a brand lens. Map current uses and ask: “Is this interaction on‑brand? How might it feel from a customer’s point of view?”​

2. Create an “AI experience charter”

Develop a simple, one‑page agreement that defines how your brand will and will not use AI when it comes to customers’ interactions with your products and services. This can cover principles like transparency, consent, tone, escalation to humans, and areas that are off‑limits, giving product and marketing teams a clear reference.​

3. Run one focused, low‑risk pilot

Instead of trying to “transform everything,” choose one friction point where AI could make a clear difference and run a contained pilot. Involve real customers early, test different designs, and measure both performance and sentiment, then share the learnings to build confidence and capability.​

As AI becomes a common ingredient in products and services, the real competitive edge will not be the model you choose, but the kind of human experience you design around it. Brands that treat AI as a medium for expressing their promise will be the products and services that people choose, trust, and recommend.​

References:

• Morgan Stanley on AI trends and enterprise focus: https://www.morganstanley.com/insights/articles/ai-trends-reasoning-frontier-models-2025-tmt
• General “AI in industries / CX” material: https://sada.com/blog/5-tech-predictions-for-2025-how-google-cloud-and-ai-will-transform-key-industries-2/
• McKinsey “State of AI in 2025” for adoption, transformation, and governance themes: https://kanerika.com/blogs/the-state-of-ai-mckinsey-report/
• Automate Service Without Losing the Human Touch: https://deliberatedirections.com/automate-service-without-losing-the-human-touch/
• AI Won’t Just Cut Costs, It Will Reinvent the Customer Experience: https://www.bain.com/insights/ai-wont-just-cut-costs-it-will-reinvent-the-customer-experience/

The post Issue 54: Q4 2025 appeared first on Tangible.

Employers today are facing one of their toughest challenges yet: finding and keeping the right talent. The pandemic has reshaped how people view work, accelerating trends like remote working, shifting expectations around flexibility, and placing greater value on mental health and wellbeing. Skilled employees, especially, are therefore more selective about the organisations they choose to join and stay with, and they also have more options. As a result, the competition for great talent has intensified.

In this current landscape, employer branding is no longer about glossy recruitment campaigns; it’s about delivering a consistent and meaningful employee journey. From the first interview to the last day of employment, every interaction matters. This is where artificial intelligence (AI) is beginning to make a real difference. By bringing scale, speed, and personalisation to these touchpoints, AI enables organisations to create journeys that are smoother, fairer, and more aligned with their brand purpose. And in doing so, companies can strengthen their reputation, deepen engagement, and turn employees into authentic advocates of their brand(s).

The opportunity for brands therefore, lies in how thoughtfully they adopt these tools. Organisations that use AI to genuinely enhance transparency, fairness, and personalisation will stand out in a crowded talent market. Rather than treating AI as a cost-saving measure like most, forward-looking employers are applying it to bring their values to life, demonstrate care for their people, and design experiences that feel both human and modern. With the right approach, employer branding that leverages AI can truly distinguish an organisation and inspire people to stay and grow with it.

Why the Employee Journey Matters in Employer Branding

The employee journey is the complete experience someone has with a company, from applying for a role, through growth and development, to the day they leave. Every interaction, large or small, shapes how people feel about working there.

Ultimately, it is what employees experience, not what companies say, that defines the employer brand. When experiences are positive, employees can become advocates who reinforce the brand through their stories in and outside the company. When they are negative, the brand’s reputation suffers, making it harder to attract and retain talent.

Here is where AI makes a difference. It can personalise experiences so people feel valued as individuals, create fairer and more consistent processes that build trust, and remove everyday frustrations to free up time for meaningful work that contributes toward the company’s purpose. In short, AI helps turn a company’s purpose into something employees can truly feel in their daily work.

AI at Work: Enhancing Every Step of the Journey

1. Hiring: Making the First Impression Count

Recruitment is often the very first touchpoint of an employee’s journey, and it sets the tone for everything that follows. A slow, confusing, or impersonal process can discourage strong candidates before they even step through the door, while a smooth and engaging experience can spark excitement and trust from day one. That’s why many brands are investing in AI-powered solutions to transform how they attract, evaluate, and connect with talent.

Conversational AI platforms like Paradox and Eightfold automate early stages such as CV screening, candidate queries, and interview scheduling. This ensures timely communication, avoiding days of silence that frustrate candidates. Workday’s acquisition of Paradox shows how mainstream these capabilities have become.

There are also visible results in well-known organisations. Unilever has adopted game-based assessments (via Pymetrics) and AI video interviews to evaluate potential candidates in a fairer, more engaging way. The change has cut recruitment time by 75% and doubled the diversity of hires. Hilton Hotels uses AI chatbots to handle high-volume seasonal hiring, screening and scheduling applicants in days rather than weeks. IBM, through watsonx Orchestrate, enables AI agents that automate and streamline HR workflows, while integrating governance tools (e.g. watsonx.governance) to help monitor fairness, mitigate bias, and ensure transparent, auditable decisioning.

Together, these examples show how AI can make recruitment faster, fairer, and more transparent. When organisations place emphasis on skills and potential rather than background or demographics, they signal inclusivity and respect. Consistent updates and responsive communication give candidates the sense that their time and effort are valued, while streamlined processes remove unnecessary hurdles that often cause frustration. Recruitment then becomes much more than an administrative step; it becomes a defining moment where candidates get a first, powerful impression of the brand’s culture, values, and credibility.

2. Onboarding: Setting the Tone for Belonging

Onboarding is more than paperwork and IT access; it’s the moment when employees begin to understand what an organisation and its brand stand for. The first days should clearly communicate brand purpose and values, showing how they come to life in the culture, behaviours, and everyday work process. When new hires see that alignment early on, it builds trust, pride, and belonging.

AI is helping brands deliver this consistently by making onboarding more intuitive, personalised, and aligned with company culture. Intelligent chatbots and digital assistants can guide new hires through practical essentials, such as answering questions about policies, payroll, or IT logins instantly. Platforms like Docebo and EdCast create adaptive learning paths that not only cover role-specific training, but also embed brand values through curated content, case studies, and examples of the organisation’s mission in action. This ensures new hires don’t just learn what to do, but also why it matters.

Some companies are going further, by experimenting with AI-driven mentor matching, pairing new hires with colleagues whose experience and personality are most likely to help them settle in. Feedback platforms such as Culture Amp or Degreed extend this beyond the first weeks by monitoring whether employees feel connected, supported, and culturally aligned.

The impact goes beyond efficiency. Studies suggest AI-enhanced onboarding can boost retention by more than 80% and cut time-to-productivity by two-thirds. But the true benefit for employer branding lies in positive word-of-mouth: when employees feel welcomed and supported from day one, they are far more likely to share those experiences publicly and commit to the organisation long term. Onboarding becomes not just a process of getting started, but a brand-defining moment that turns values into lived experience.

3. Smarter Work Experience through AI Integration

Across industries, AI is being adopted at scale to reshape the way employees experience their daily work. No longer limited to back-office functions, AI is integrated into core workflows such as resolving service requests, streamlining knowledge access, and strengthening performance management. These solutions are practical, widely available, and increasingly essential in hybrid and global workplaces. By removing friction points and making processes more consistent, AI helps organisations create fairer, faster, and more engaging work experiences while aligning employees more closely with organisational goals.

Collaboration & Support:
Platforms like Moveworks use AI chatbots to resolve IT and HR service requests instantly. By cutting through bottlenecks and frustrations, employees can redirect their energy to more purposeful, value-adding work. This shift signals that the organisation respects their time, reducing the mental load of “administrative clutter” and creating space for innovation and creativity.

Knowledge Management:
Tools like Glean enable AI-powered enterprise search that centralises organisational knowledge and makes it instantly accessible across teams. For hybrid and remote workplaces, this breaks down silos and ensures that everyone, no matter where they are, can contribute and learn equally. The effect is a more level playing field, where decisions are made faster, collaboration flows naturally, and employees feel more connected to the organisation’s goals.

Performance & Recognition:
Solutions such as Kazoo and TalentGuard integrate recognition with performance management, surfacing achievements and mapping out personalised growth pathways. By making contributions visible and aligning them with development opportunities, AI helps employees feel valued not just for what they do, but for who they are and the potential they bring. This creates a culture where recognition is fair, growth feels attainable, and people see a future for themselves within the organisation.

Together, these innovations turn mundane routine interactions into meaningful experiences. AI does not just make processes faster, it makes work more human. Employees feel supported, trusted, and seen, which strengthens loyalty, boosts engagement, and reinforces the organisation’s reputation as a place that genuinely values its people.

4. Navigating Organisational Change

Change is an inevitable reality for every organisation. Markets evolve, technologies advance, customer expectations shift, and businesses must continually adapt to stay relevant. Whether it involves adopting new digital tools, restructuring teams, or redefining strategic priorities, these transitions shape not only how an organisation performs but also how its people perceive it. For employees, change often comes with uncertainty, disruption to familiar routines, and new expectations that must be learned and embraced.

AI is starting to reshape this process by offering leaders clearer visibility into how employees are responding, predicting where challenges may arise, and providing timely, personalised support. AI transforms change management from a reactive process into a proactive one. This turns organisational change into an opportunity to build trust, strengthen culture, and show employees that they are valued partners in the journey forward.

Several platforms are already putting this into practice. Humu uses AI to send people small reminders, called “nudges,” that suggest helpful actions during times of change. For example, it might remind a manager to check in with their team, encourage someone to share information more openly, or prompt an employee to take care of their wellbeing. Over time, these small steps add up to healthier habits and smoother transitions for both employees and managers.

Meanwhile, Sociabble makes change a more collaborative process by providing employees with a platform to share ideas, vote on suggestions, and give feedback in real time. This involvement helps people feel like they are actively shaping the organisation’s future, rather than simply being told what to do.

Industry analysts like Gartner note that more HR leaders are now turning to AI to improve communication and support during change, showing that these tools are no longer niche solutions but are becoming part of standard practice.

When AI is used to keep employees informed, supported, and actively involved in change, it helps them see the organisation as transparent, modern, and people-centred. This not only makes transitions smoother but also strengthens culture, builds trust, and reinforces the organisation’s reputation as a place where employees can thrive long term.

5. Exit: Parting on Good Terms

Leaving a company is more than just paperwork. It is the final impression that shapes how employees remember their experience. If the exit feels rushed or uncaring, people may leave with frustration that could spread through word of mouth. But when it is handled with respect, employees walk away with closure and appreciation, often becoming advocates, future collaborators, or even potential rehires.

AI is helping organisations manage this stage with greater care and insight. For example, CloudApper hrGPT and Specific can analyse exit interviews in real time, surfacing recurring themes such as concerns about career growth or management style. These insights give leaders a clearer picture of why people are leaving and what can be improved. Meanwhile, platforms like Eletive use predictive models to spot early signs of disengagement, such as changes in participation or feedback patterns. This allows managers to step in before issues escalate, reducing the likelihood of sudden resignations.

When exits are managed thoughtfully, employees see that their feedback matters right up to the end. They leave knowing the organisation values people at every stage of the journey. Alumni who part on good terms are more likely to recommend the company, speak positively about it, or even return in the future. In this way, a well-handled exit is not just about closing a chapter, it is about leaving the door open.

The impact of AI on Employer Branding

AI is reshaping employer branding by making the employee journey more seamless, personalised and meaningful. Across every stage, it reduces friction in processes and creates experiences that help people feel supported, recognised and connected. In this way, AI allows organisations to bring their purpose and values to life in ways that employees can clearly see and experience. For example, a company that values fairness can use AI to remove bias from recruitment and promotion decisions. A brand that champions growth can apply AI to recommend learning paths tailored to each individual. And organisations that want to build cultures of appreciation can use AI to prompt timely recognition of everyday achievements. These tangible actions show employees that the company’s values are not just words on a page, but principles that guide how people are treated.

For employer branding, the significance of AI is clear: it is not a replacement for human connection but a way to make those connections stronger and more meaningful.  By taking over repetitive tasks and offering deeper insights, it gives leaders and teams the space to focus on empathy, trust and authentic relationships. When technology and humanity are balanced in this way, organisations not only become more efficient but also create workplaces where people are proud to belong. This is how AI becomes a powerful force for building stronger and more authentic employer brands.

The post Issue 53: Q3 2025 appeared first on Tangible.

When generative AI first exploded onto the public scene in 2023, it was in the form of language models like ChatGPT, Gemini, and Perplexity. At the time, creatives scoffed at the idea of computer programs creating images, 3D models, and animations from mere prompts. Art, it seemed, would be the last bastion of human ingenuity, untouched by ones and zeroes. Yet in a few short years, AI has evolved into image and video generators in the form of Midjourney, DALL-E, and Sora, essentially reshaping brand’s creative communications. But, fear not! The emergence of Artificial Intelligence is more boon than bane. Below, we will explore the benefits and concerns these programmes bring to creative design in the wonder-filled world of branding.

 P.S. – For the purpose of this article, all images were generated with AI tools (Gemini, ChatGPT, Midjournery) and shaped through human prompts and curation.

Positive Impacts

Image generated by ChatGPT

The world is evolving rapidly and we must keep up or fall into obscurity. For brands, this means redefining their marketing & communications roadmap with AI-driven software to stay ahead of market trends and consumer behaviours. For creatives in branding, this means up-skilling and integrating their processes with technology. By balancing the power of AI with natural creativity, creators can enhance their workflows, push the boundaries of innovative design, and drive success for brands.  

1. Enhance Your Workflow

Image generated by Midjourney

From image resizing and alignment, to asset selection and colour correction, AI automation has the potential to save designers and branding agencies countless hours on repetitive tasks. Adobe Sensei, now embedded into Adobe’s creative suite, helps designers automate tasks like image/video editing, text kerning, asset alignment, and content personalisation. By streamlining the workflow, companies can cut costs on production and brand designers are free to focus on developing more innovative creative strategies.

2. Pushing the Boundaries of Creativity

Image generated by Midjourney

Beyond automation, AI can also be a source of inspiration. Today, creatives can feed mood boards or drafts into Midjourney, Sora, or ChatGPT and instantly receive curated colour palettes and layouts. They can bounce ideas off generative neural networks that spit out fully rendered logos and illustrations based on current market trends and preferences. This means brands can explore multiple creative directions without sacrificing time or effort, resulting in the most effective designs for each project. 

3. Personalisation and Data-Driven Designs

Image generated by Gemini

AI is also reinventing the way we approach design. By analysing user data, it can understand individual preferences to develop more effective, more targeted communications. But, what does this mean for branding? Simply put, it means companies and creatives can significantly increase digital customer engagement with their brands. More than ever, consumers expect brands to speak directly to their tastes and preferences, rather than issue blanket messages directed at large demographic groups. To this end, brands can utilise AI’s analytical capabilities to measure which features and design elements are most effective in generating engagement from specific customer profiles, and use this data to optimise their creative applications.

Designers can also leverage AI to conduct A/B testing of visual concepts and identify which assets will be most effective with their target markets before launching a campaign.

Explore how AI is transforming visual communications here.

4. Accessibility

Image generated by Gemini

Finally, creatives can employ AI to increase accessibility to their brand. Text generators can provide captions for video or audio content, while voice-based tools can describe visuals for users with visual impairments. By integrating technology with their design processes, brands can extend their reach and tap into previously hard-to-reach markets.

Challenges & Opportunities

Image generated by ChatGPT

As with all great technologies, AI has its limits. From job displacement to over-reliance and accountability, brands and designers must understand how to leverage AI without falling victim to its over-promises.

1. Job Loss

Image generated by Gemini

AI’s impact on the job market is becoming more disruptive. As its capabilities continue to grow, the threat on traditional employment is growing far more significant. This is especially true for junior creatives and designers, whose work is traditionally relegated to more repetitive tasks.

But AI is not just replacing jobs, it’s also creating new ones. Artists and designers who learn to integrate AI into their design process can position themselves at the front of the proverbial pack. For instance, AI prompt engineering and AI-assisted creative roles in UX design and 3D modelling are becoming highly sought after skills. Designers who can up-skill and take advantage of AI’s abilities will thrive in the new digital landscape. Similarly, brands that push their creatives to embrace the new technology, nurturing their skills to integrate AI into their workflows, will stay ahead of the curve and outshine their competition.  

Read more about AI’s impact on graphic design roles here.

2. Over-Reliance

Image generated by Gemini

On the other end of the spectrum, agencies that rely too heavily on AI will notice a decline in genuine creativity and effectiveness. In its current state, AI is unable to interpret nuance, understand human culture, and develop original ideas. Depending too much on AI will result in creative stagnation and erosion of brand authenticity. Remember: human creators possess the keenest eye and the deepest understanding of human emotion and context. 

And, therein lies the opportunity. We’ve just started tapping into the potential of marrying human ingenuity with silicon intelligence. Embrace every chance to automate repetitive tasks, so designers are free to focus on what really matters: developing innovative creative strategies that solve problems. 

In the end, AI should amplify creative vision, not replace it. When technology becomes the driver, authenticity and nuance fall by the wayside. With the right balance of AI and human perspective, brands will form deeper, more meaningful connections with their audience.

See how Canva is leveraging AI to enhance workflows here. 

3. Ethical Considerations

Image generated by ChatGPT

Determining the ownership of AI work can be complicated. Brands must take extra care when using generative AI software. Uncredited training on copyrighted work can risk infringement, while fully AI-generated assets may not be eligible for copyright protection. 

That being said, the number of tools in the toolbox has grown exponentially. AI can scour the internet for alternative styles and test potential solutions, enabling brands to explore multiple creative directions simultaneously. By establishing robust guidelines on appropriate AI usage, brands and creators can push the boundaries of innovative design, while staying on the right side of intellectual property laws.  

So What Should Brands Do?

Image generated by Gemini

For all its promises, AI is only as effective as the humans and the strategy behind it. So, to harness its potential and apply it to their brand communications, businesses need to use it with intention.

First, brands should solidify their brand positioning, values, and personality before jumping on the AI bandwagon. Without a strong foundation, AI risks diluting the brand identity.

Second, brands should invest in up-skilling their creative workforce. It is crucial for designers and strategists to be trained in prompting, curating and refining AI outputs. In an interview with Adobe, Piyush Kumar, Global Head Strategy, Strategic Partnerships & Solutions (Digital Experience) at Wipro, put it best when he said the role of a designer “will shift from being a creator to a curator.” 

Image generated by Gemini

Third, brands must establish an AI framework to set clear ethical guidelines around how AI is used. Staff must be trained to understand the complexities of AI usage rights, content approval, and legal boundaries.

Lastly, the most effective brands won’t be the ones using AI most. Instead, successful brands will be the ones who use it the most strategically. Brands that see AI as an enabler, rather than a crutch or a replacement, will be the ones that stay relevant in the years to come.

The Future

Image generated by Gemini

In the words of science fiction author William Gibson, “the future is already here.” As AI evolves, it will become an irreplaceable tool to enhance workflows. But, we must also be cautious. We must not fall into the convenient trap of relying too much on digital algorithms. Brands and designers must learn to embrace, to adapt to, and to grow with AI tools to remain competitive and drive innovation.

The post Issue 52: Q2 2025 appeared first on Tangible.

Dubbed the 4th industrial revolution, Artificial Intelligence (AI) is here to stay. But the speed and intensity with which AI has invaded our lives in recent years has been a source of terror and excitement for people around the world. Uncertainty abounds as employers leap to explore the benefits of widespread automation, while employees anxiously stress about job security. So, the question remains: how do we take advantage of AI tools effectively, efficiently, and ethically? Below, we highlight the transformative ways AI has impacted market research and brand strategy, its dangers and shortcomings, and its role in the future of branding. 

5 Ways AI is Impacting Market Research 

AI is more than just the next step in market research – it is the dawn of a radical frontier. Its potential to increase productivity, amplify our ability to predict consumer behaviour, and enhance targeted marketing capabilities is immeasurable.  

 1.  Automation of Data Collection and Management 

With the support of AI, companies can automate data collection and management to streamline the research process. Gone are the days of manually gathering and cleaning endless oodles of data. Adaptable conversational chatbots like ChatGPT can help design and administer surveys tailored to targeted segments of the population. Parameters can be set to automatically catalogue the responses by demographic, psychographic, or behavioural qualifications, making it quick and cost effective to extract meaningful insights down the line.  

AI algorithms can also monitor data quality by cleaning up irrelevant, incomplete, or duplicated responses. Companies like Synthesized and Private AI are trained to remove Personally Identifiable Information (PII) from survey results, effectively preserving data integrity, usability, and ensuring the information complies with privacy regulations.  

 2. Optimisation of Data Analysis, Visualisation and Reporting 

Analysing consumer data from the internet has morphed from a mere Herculean task to an epic Sisyphean nightmare. An estimated 149 zettabytes of data were created in 2024. That’s 400 million terabytes of data generated every, single day! 

Luckily, generative AI software is well-equipped to extract key insights from mountains of information. Researchers no longer need to dredge through the digital slog of social media posts, product reviews, and public forums. Natural Language Processing AIs (NLPs) analyse qualitative data online to uncover important market trends and sentiments towards a brand. They can also find patterns in survey responses and focus group interviews to increase our understanding of target markets and consumer behaviour. 

 3.  The Rise of Predictive Analytics 

Accurate and efficient predictive modeling is the holy grail of corporate strategy. Imagine the ability to anticipate what consumers want, when they want it, and producing the exact amount needed to maximise profit, while minimising costs.  

Today, AI can analyse industry patterns and real-time information to create models that forecast market trends. Machine learning algorithms like Pecan use historical data on consumer behaviour, preference, and spending habits to stay ahead of demand. These predictive models can determine which customers are most likely to be swayed by targeted marketing, to be repeat customers, or to switch to a competing product. As a result, brands will know which sectors of the population they should focus on. 

 4.  The Wonders of Synthetic Data 

AI’s generate synthetic data by mimicking existing consumer profiles. The potential here is limitless, offering valuable opportunities to enhance market research and brand strategy. Researchers use the artificial data as a supplement to real data when they conduct market studies or form predictive models because it increases sample size and diversity, leading to stronger findings. It can also extrapolate results from hard-to-reach segments of the population to draw more robust conclusions.  

Practically speaking, firms can use this technology to test the performance of new brand campaigns on artificial markets without fear of leaking intellectual property. Finally, synthetic data is far more efficient than collecting and managing real data, requiring less time and fewer resources because market profiles can be generated automatically.  

Read more about synthetic data from this Qualtrics article 

 5.   Personalisation and Market Segmentation 

Market research will become highly targeted in the years to come. Traditionally, market segmentation relied on surface level demographic qualities like age, gender, income and location. Now, browsing histories, political views, social media posts, and past purchases can be used to create tailored marketing strategies and product recommendations fit to each person’s behaviour profile.  

Such a degree of personalisation allows brands to elevate the customer experience. For example, Netflix uses AI to recommend shows based on accumulated user’s tastes and preferences. Personalised market research optimises a firm’s resources and strengthens their customers’ engagement with, and loyalty to, the brand.  

For more insights on how AI is affecting market research, check out TGM Research’s article. 

How does AI Improve Brand Strategy and Decision Making? 

 A.  Make More Informed Decisions 

The effect of AI on brand strategy is akin to the impact radio and radar had on military tactics a hundred years prior. Accurate, real-time information is the most important ingredient in smart decision making. Corporate leaders can leverage AI’s automated data analysis and predictive analytics to reveal important correlations in real-time, transforming a trove of trivial information into deep insights on market trends. In doing so, companies can develop long-term, data-driven brand strategies that position themselves uniquely within their markets.  

Consider mergers and acquisitions. This report from the Harvard Business Review found the failure rate of mergers and acquisitions to be around 70-90%! AI’s powerful data analysis capabilities can boost success rates by efficiently identifying risks, synergies and acquisition targets that most align with each firm’s strategic goals. It streamlines the due diligence process, leading to smarter choices.  

 B.  Mitigate Risk 

In terms of risk mitigation, AI can identify vulnerabilities in a company’s operations or branding strategies with predictive analytics and automated data management.  

Real-time sentiment analysis informs branding decisions. By understanding the choices their customers are making, firms can take preventative action and pivot the company in the right direction. For example, social media posts and customer reviews can be compiled to determine whether a firm’s current campaigns are working or if they should consider investing in a rebrand to better align with their values.   

C. Optimise Operations 

Automated data collection, management, and analysis paired with the use of synthetic data can free up human capital traditionally used for overseeing research. Furthermore, AI can optimise operational tasks such as inventory management, logistics, and customer support to lower costs and increase efficiency. With these advantages, employees will have more opportunities to explore innovative brand strategies.  

D. Capitalise on New Business Models 

Complete understanding of real-time consumer preferences coupled with predictive models allows companies to develop proactive brand campaigns and product strategies. They can also use predictive analytics and synthetic data to anticipate market trends, informing the development of brand messaging that can tap into the cultural and industry zeitgeist.  

Read more about AI’s impact on brand strategy and decision making from Mckinsey. 

AI is a Tool, Not a Replacement (Don’t Worry, Humans are Still Required!) 

Shortcomings of AI 

Despite its advantages, AI has 3 major blind spots: data quality assurance, information bias, and ethics and legality.   

First, AI programmes are highly dependent on the data they are trained with. Poor information and inaccurate data inputs will result in flawed outputs, and ultimately, unreliable conclusions. 

 Second, AI algorithms, like any code, can inherit bias from their programmers or from the data sets they were trained from. Any such biases or limitations in contextualisation could lead to discriminatory outcomes against minority populations or an overvaluation of certain groups. Any potential for discriminatory practices could cause irreparable damage to a firm’s brand image.  

Finally, training AI programmes raises important legal and ethical considerations. Their heavy reliance on large swathes of data indiscriminately scrubbed from the internet has the potential to violate numerous data privacy, ownership, and security laws. Already, writers and artists are banding together to file lawsuits against AI companies to protect their work from unfair use.  

To combat these risks, companies must be vigilant in their practices. AI must be trained on diverse data sets and given comprehensive inputs with relevant contextual frameworks. And most importantly, the work must be overseen by a trained human. Firms must also be prepared to collect data in ways that respect the law and store the information responsibly. This means they must ask people for their consent and adhere to data privacy laws with the utmost sincerity.  

Learn more about the challenges with AI from Forbes.  

Humans are Irreplaceable 

The future of market research and brand strategy lies not in complete automation. At least, not yet. Blindly accepting an AI’s conclusions can be dangerous, leading to superficial insights at best, and harmful biases at worst. While AI excels at analysing  information to create predictive models and synthetic data, they still lack the deep contextual understanding, flexibility, and critical thinking abilities of a human mind. Indeed, AI cannot empathise with our stakeholders. And it cannot match our creativity for pioneering visionary solutions. 

Instead, the future of branding rests in the harmonious integration of artificial and human intelligence. Human analysts and engineers are still vital to the research and decision-making process. They must verify and validate results to ensure the data is accurate, complete, and unbiased. AI is nothing more than an incredible tool to augment human capabilities. But when used correctly, it can help extract truly meaningful conclusions from previously inaccessible information, paving the way for humans to develop innovative, well-informed brand strategies. Only by combining AI efficiency with human decision-making can we realise AI’s full potential. 

To return to our earlier analogy, radar and radio can tell us where our problems are, but they lack the complexity and empathy to formulate a plan and execute a solution.   

Photos taken from Unsplash, Freepik and Adobe Stock.

The post Issue 51: Q1 2025 appeared first on Tangible.

Kodak 1971: Some logos don’t need to change. This 1971 version was resurrected in 2016. If you look hard enough you can nearly see the original ‘Eastman Kodak Company’.

Lego 1972: For a block-based business to have a soft logotype says a lot about the vision and imagination behind it. This is the logo everyone knows as Lego.

Sony 1973: If you like slab serifs, this sets the benchmark for its classic simplicity.

Led Zeppelin 1973: There are too many great band logos (Rolling Stone, Iron Maiden, Kiss, Queen, ABBA, Pearl Jam, The Who, The Clash, The Beatles, Buzzcocks) but for craft, Led Zeppelin takes it.

NASA 1975: Even though the ‘worm’ logo was retired in 1992, it’s the one people remember and it’s the granddaddy of squiggly logos.

Apple 1976: Brilliant name, brilliant logo, and there is no going back after the first byte – sorry, not sorry.

Sex Pistols: This logo says everything about 1976, and Jamie Reid’s ‘hostage’ lettering was genius.

I love NY 1977: A classic logo from a classic designer – Milton Glaser

Zildjian late 1970s: I always loved the cursive, slightly mystical script and when I discovered the Turkish heritage of the business, I simply loved it more.

Absolut Vodka 1979: I was surprised to discover this iconic brand identity was developed in 1979 as it went on to define spirit chic in the 80s and 90s.

1980’s: Print technology was maturing but creativity was still largely expressed through drawing.

Stussy (early 80s): Created in the early 1980s by Shawn Stussy, the founder of the streetwear brand (and surfboard shaper). It defined a lasting graffiti spirit.

MTV 1981: This appeared to be the first logo that opened the idea of consistency through flexibility.

Channel 4 1982: For decades there were only three channels in the UK, so when the channel 4 logo came along, you knew the content was going to be different.

La Caixa 1982: What a brilliant idea for a Basque Bank to leverage Juan Miro – just brilliant!

Espana 1982: Twice in one year for Juan Miro – that’s just greedy.

Jones 1985: Seeing the carrier bags around Covent Garden was everything about cool.

WWF 1986: WWF had been using a panda since 1961 but the 1986 design by Jenny Leibundgut at Landor is considered one of the best logos of all time – I agree.

Air Jordan 1988: Under the design direction of Tinker Hatfield. This is arguably the silhouette that made Nike.

First Direct Launched in 1989 by HSBC. first direct promised simplicity through a beautifully understated name and logo.

V&A Museum 1989: Alan Fletcher crafted this piece of elegance.

1990’s: The decade that allowed personal computers to open everything up. This was the decade where technology unleashed creative hands

The Pixies 1991: Vaughan Oliver was a cult hero and everything he did was full of an ethereal craft that came from another world.

BT 1991: The BT piper heralded in a new wave of figurative logos.

The National Lottery 1994: It’s everyone’s logo

Orange 1994: ‘The future’s bright, the future’s orange’. So ambiguous, so clever. Now that was a teaser campaign.

FedEx 1994: from abbreviating the name to FedEx, to the iconic logo, just brilliant. Lindon Leader who was a senior design director at Landor Associates is attributed to this piece of genius.

RAC 1997: It seemed like the first in a futuristic genre of logotypes – it copied nothing – sorry Jaguar

National Geographic 1997: Who knew that a simple rectangular yellow frame could travel so far?

BBC 1997: it’s … definitive words and pictures in a logo.

Pathe 1999: Irreverently French – love it!

100% Pure New Zealand 1999: I was working in Wellington at the time, and this logo was just awesome aye.

2000’s: A brave new world of platforms and tools.

Dopod 2003: The definitive ‘round lettered logo’. not immediately obvious but so cool for one of the first convergent mobile / PDA devices.

Uniquely Singapore 2004: A beautifully crafted destination logo that reflects the sophistication of its multicultural blend.

Rapha 2004 another era-defining logo, that made MAMILs smarten up!

Unilever 2004: Paul Polman’s dream in a symbol that ‘adds vitality to life’.

Tiger Beer 2005: A beautiful illustration from Chris Mitchell for Design Bridge.

Aboitiz 2006: An entrepreneurial conglomerate, whose logo illustrates there are always alternatives.

Visit Australia 2006(ish). Captures the earthy spirit of a nation.

Globe Telecom 2007: There are lots of Telecoms Globes but this is the best Globe Telecom.

Jin Air 2008: The budget airline from Korean Airlines has the fuselage of a butterfly beautifully crafted into the negative space.

Dulux 2009: The ‘Let’s colour’ logo, tagline and activation campaign was a step change for Dulux.

2010 to present: As creativity became commoditized, gems are still everywhere.

Instagram 2011: Didn’t we all love the original? And, it’s great when a co-founder designs the logo. It’s a shame that it got dumbed down again and again.

San Diego Zoo 2010: Makes me want to visit the zoo just because of the logo.

Pinterest 2011: Such a great name that translates in a lovely ‘Favicon’ and logotype – another regrettable move to a simpler typeface.

Owl Coffee 2011: Can you see the coffee bean? A beautifully updated heritage brand that drove a dramatic shift in sales.

Cancer Research UK 2012: Interbrand designed this original logo. It confidently captures the collective struggle.

American Airlines 2013: Redesigning an Icon is tough, but the designer crafted a beautiful solution for American Airlines.

Premier League 2016: One of the best interpretations of the big cat and superbly implemented.

Cadburys 2020: I always loved the Cadburys logo and was pleasantly surprised to see such an elegant historic evolution.

F1 2017: Wieden+Kennedy designed the new ‘F1’ logo. It’s great to see an iconic logo get even more iconic.

Kia 2021: Appropriate to finish on one of my favourites. I love the craft in every letter – it completely changed my view of the brand and looks great on every vehicle.

I hope you’ve enjoyed this stroll through logo memory lane and I hope they illustrate that craft is alive and kicking.

Merry Christmas and a Happy New Year and let’s look forward to a creative 2025

The post Issue 50: Q4 2024 appeared first on Tangible.

1. The QR Code Comeback

Person scanning qr code at the cafeteria, Freepik, Stock Image

From Niche to Necessity

Remember when QR codes were just quirky little squares? Now, they’re everywhere! You might have spotted one five minutes ago—on a table or a public wall. Thanks to the pandemic, these codes have gone from novelty to necessity, making tasks like menu browsing and payments a breeze.

First, what is a QR code?

Short for Quick Response code, the QR code is a two-dimensional barcode that evolved from the old-school single-direction barcodes with a super-efficient design that reads horizontally, vertically, and at any angle. This allows them to pack in way more information.

Designing for Adoption

Apple releases iOS 11 – new Control Centre, and integrating QR scanner. | https://www.formbot.com/how-to-scan-qr-code-with-iphone.php

Apple integrating QR Code Scanner in the new iOS 11 | apple.com

While QR codes were ahead of the curve, it required a separate app to scan them which can be quite a hassle. But then came Apple’s iOS 11, which integrated QR scanning directly into the iPhone camera. This game-changing design made scanning QR codes accessible to all. Fast forward to 2020, they then became essential for contactless interactions.

COVID-19 Vaccination requirements. | https://www.imc-healthcare.com/verification-of-overseas-covid-19-vaccination/

How it Works: The mechanics behind QR Codes

1. 1. Data encoding: Allows for a much higher data capacity compared to traditional barcodes, including text, URLs, and other data types.
      

      Source: Huang, J., & Chen, J. (2017). “Data Encoding and Efficiency in QR Code Technology.”International Journal of Information Technology 

   2. High-speed readability: QR codes are designed for fast readability, enabling quick access to the embedded data.
      

      Source: Lee, Y. K., & Kim, S. (2018). “Understanding the Readability of QR Codes.” Academia.edu.
      

   3. Error correction: QR codes can still be read correctly even if they are partially damaged, thanks to built-in error correction algorithms.
      

      Source: Zhang, H., & Wu, C. (2012). “Error Correction in QR Codes: A Practical Approach.” ScienceDirect.
      

   4. Immediate interaction: Scanning a QR code instantly directs users to a website, app, or digital content without the need for manual input, reducing friction in the user journey.
      

      Source: Johnson, M. (2019). “User Experience and the Impact of QR Code Interactions.” Journal of Mobile Technology.

Why it Works: The Psychology behind it

QR Codes tap into nuances of perceived convenience, security and value in psychology:

1. 1. Perceived Legitimacy: QR codes are often associated with reputable brands and institutions, which enhances user trust in the content they are accessing.
      

      Source: Smith, A., & Patel, R. (2020). “Building Trust Through QR Codes: A User Experience Perspective.” Academia.edu.

   2. Contactless Safety: In a post-pandemic world, QR codes offer a hygienic, contactless way to access information and services, aligning with increased health and safety concerns.
      

      Source: Lee, J. (2021). “The Role of QR Codes in Enhancing Safety During and After the Pandemic.” Health and Safety Journal

   3. Instant Gratification: QR codes provide immediate access to information or services, catering to the modern user’s desire for quick and easy interactions.
      

      Source: Chen, L. (2019). “Instant Gratification and Technology: The Role of QR Codes.” ScienceDirect.

   4. Interactive Experience: The act of scanning a QR code creates an interactive experience, making users feel more involved and engaged with the content or brand.
      

      Source: Kim, H., & Lee, M. (2022). “Enhancing User Engagement through Interactive QR Code Experiences.” International Journal of Interactive Marketing.

Transformative Impact: The Indispensable Role of QR Codes During the Pandemic

When the COVID-19 pandemic hit, QR codes quickly became essential in adapting to new safety protocols. Their versatility allowed for seamless integration into various aspects of daily life, making them a staple for contactless interactions.

Revolutionising Dining Experiences

Free PDF QR Code generator mock up, Convert PDFs to QR Codes & Track PDF Downloads. | https://www.uniqode.com/qr-code-generator/for-pdf

COVID-19 led to heightened concerns about physical contact, posing a challenge for restaurateurs. Many customers hesitated to use physical menus, prompting a swift shift to online alternatives. QR codes emerged as the ideal solution for contactless dining, allowing customers to simply scan the QR codes at their table to access menus on their smartphones.

This transition not only minimised physical contact but also enabled restaurants to update menus in real-time without reprinting. As a result, dining became safer and more efficient.

Lady ordering food using new QR codes in hawker stalls in Singapore during COVID-19 Pandemic heightened alert, 2020 | Image from Straits Times

Additionally, QR codes revolutionised contactless payments, particularly in hawker stalls in Singapore that have limited banking access, allowing customers to complete transactions quickly and securely while enhancing financial inclusion.

Singapore’s Smart Pandemic Solution: The TraceTogether App

Factsheet – Enhancements to the TraceTogether Application | MDDI

In Singapore, the TraceTogether app became vital in managing COVID-19. Using Bluetooth technology in conjunction with QR code capabilities, it logged encounters between users thus allowing health authorities to swiftly identify potential exposures. The app improved safety and streamlined contact tracing by incorporating QR codes for venue check-ins. This initiative highlighted Singapore’s innovative response to the pandemic, showcasing the crucial role of thoughtful design in public health.

QR Code Usage Statistics 2024: Latest Facts and Insights | https://www.qrcode-tiger.com/qr-code-statistics-2022-q1

QR Codes on Graves: Preserve Memories in 7 Meaningful Ways | https://www.qrcode-tiger.com/qr-codes-on-graves

Other Examples of QR Code Usage Today

• Advertising: Connecting consumers to a brand’s website or discounts
  
• E-payments: Particularly in China, thanks to WeChat
• WiFi Access: Joining networks without entering passwords
• Museums: Providing more information about exhibits
• Gravestones: Some companies have added QR codes to gravestones to share more about the deceased

2. Swiping as Second Nature

The Tinder Effect

Swipe right memes, Giphy.com

Imagine a world where finding a date felt more like a game than a chore. Enter Tinder, the app that turned dating into a digital playground. The genius behind Tinder lies in its simple yet addictive swipe gesture. Swipe right if you like someone, swipe left if you don’t. This slight, accessible, intuitive motion changed how we interact with our phones forever.

Swiper, No Swiping!

Everand: Learn these iPhones gestures to tap and swipe like a pro | https://www.everand.com/article/533153174/Learn-These-I-Phone-Gestures-To-Tap-And-Swipe-Like-A-Pro

The magic of the swipe is in its simplicity. With a flick of the thumb, you’re either opening the door to potential romance or sending someone packing. It’s quick, it’s easy, and it’s incredibly satisfying. Why? Because it feels natural. Our brains love quick decisions and instant rewards, and swiping delivers just that.

How it Works: The Magic Behind the Swipe

1. Touch Start: Your finger lands on the screen, saying, “Hey there!” The device eagerly notes where you started this interaction (like remembering where you parked your car).
   

   Source: Schmidt, C. (2020). “Understanding Touch Interactions in Mobile Devices.” Journal of Human-Computer Interaction.

2. Touch Move – The Dance: As you glide your finger across the screen, the device is like, “I see you moving!” It tracks every move, following your finger like a puppy on a leash.
   

   Source: Johnson, L., & Martinez, R. (2021). “The Dynamics of Touch: Tracking Movements on Screens.” International Journal of Mobile Computing.

3. Thresholds and animations: Predefined thresholds for distance and speed ensure only deliberate swipes trigger actions. Smooth animations followed provide visual feedback, enhancing the user experience.
   

   Source: Chen, A., & Lee, J. (2019). “The Role of Feedback and Animation in User Interaction Design.” Human Factors and Ergonomics.

4.  Function Execution: Depending on the direction and context, specific functions are executed (e.g., dismissing a notification, navigating between pages, liking or disliking a profile).
   

   Source: Chen, A., & Lee, J. (2019). “The Role of Feedback and Animation in User Interaction Design.” Human Factors and Ergonomics.

Why it Works: The Psychology of Swiping

1. Ease of Use: Before swiping, dating apps were cumbersome. You had to fill out forms, answer questions, and browse through pages of profiles. Swiping made it all so much simpler. Now, all you need is your thumb and a bit of hope.
   

   Source: Davis, S. (2021). “Streamlining User Experience: The Evolution of Dating Apps.” Mobile User Experience Review.

2. Gamification: Tinder transformed dating into a game. Each swipe comes with the thrill of the unknown – will it be a match or will it be a miss? It’s like playing a slot machine; each right swipe could hit the jackpot. This keeps users hooked, swiping away for the successive big win.
   

   Source: Anderson, T. (2020). “The Gamification of Online Dating: Engaging Users through Play.” Journal of Digital Culture.

3. Immediate Feedback: Every swipe gives instant feedback. A match lights up your screen, sending a rush of excitement. This instant gratification keeps users engaged and eager to keep swiping.
   

   Source: Thompson, R. (2019). “Instant Gratification: The Psychology Behind Immediate Feedback in Apps.” Cognitive Psychology Journal.

4. Social Validation: Swiping taps into our need for social approval. Getting a match feels like a mini-validation boost. It’s a simple way to feel seen and appreciated in the vast world of online dating.
   

   Source: Carter, M. (2021). “The Psychology of Social Validation in Digital Platforms.” Social Psychology Quarterly.

Why Is Swiping So Satisfying?

Tinder swiping meme | giphy.com

Ellen Glover from Built In notes that “swiping is an innate gesture,” even seen in babies. UX design often caters to thumb navigation, making swiping feel natural, reminiscent of flipping through magazines or browsing racks. When used in a game-like context, like Tinder, swiping taps into a variable reward schedule, akin to a slot machine, where curiosity builds, and dopamine is released with each match.

What Makes ‘Swipe Right’ Such a Compelling UX Feature? | https://builtin.com/articles/tinder-swipe-design

Swiping into the Future

Tinder’s swipe didn’t just change dating; it changed how we interact with our devices. The swipe gesture is now a fundamental part of user interface design, proving that sometimes, the most straightforward ideas have the most significant impact. From browsing social media feeds to navigating through photo galleries, the swipe gesture has become ubiquitous in many apps. So next time you swipe right, remember – you’re not just making a choice but part of a digital revolution.

For more insights on the transformative power of the swipe gesture, check out Built In’s article.

3. The (Subtle) Power of Micro-Interactions

The magic of micro-interactions: How small details can make a big impact | https://www.linkedin.com/pulse/magic-micro-interactions-how-small-details-can-make-big-joe-johnston/

Tiny Details, Big Impact

Micro-interactions are the delightful little design elements—think fun animations and friendly feedback loops—that keep us coming back for more. They add a sprinkle of joy to our digital experiences. For instance, that satisfying ‘like’ animation on social media? It’s not just for show; it confirms your action and makes you feel good about it! As UX Magazine puts it, “these small details can significantly enhance user satisfaction.”

How it Works: The Magic of Micro-Interactions

Micro-interactions are the little design gems that make apps more enjoyable! Here’s how they work:

1. Instant Feedback: Whenever you click a button or like a post, micro-interactions provide immediate feedback—think animations, sounds, or colour changes—that say, “Yep, we got that!”
   

   Source: Norman, D. A. (2013). “The Design of Everyday Things.” Basic Books

2. Guiding the Way: They help you navigate processes smoothly. For example, playful animations can show progress when filling out a form, making the journey straightforward and fun.
   

   Source: Ahlstrom, L. (2020). “The Role of Micro-Interactions in User Experience Design.” UX Magazine.

3. Boosting Engagement: With delightful elements—like confetti after achieving a goal—micro-interactions make you feel special and connected to the app.
   

   Source: Kuniavsky, M. (2010). “Smart Things: Ubiquitous Computing User Experience Design.” Morgan Kaufmann.

Why it Works: The Psychology behind it

Micro-interactions tap into some clever psychology:

1. Rewarding Feelings: When you see a cheerful animation, your brain releases dopamine, giving you a little high that makes you want to keep using the app.
   

   Source: Hamari, J., Koivisto, J., & Sarsa, H. (2014). “Does Gamification Work? A Literature Review of Empirical Studies on Gamification.” 2014 47th Hawaii International Conference on System Sciences.

2. Easy Peasy: Simple interactions reduce mental effort. Clear feedback boosts your confidence, making the experience feel effortless.
   

   Source: Sweller, J. (1988). “Cognitive Load During Problem Solving: Effects on Learning.” Cognitive Science.

3. Building Habits: Fun micro-interactions encourage you to repeat actions, like logging workouts or sharing moments, turning them into habits.
   

   Source: Fogg, B. J. (2009). “A Behavior Model for Persuasive Design.” Proceedings of the 4th International Conference on Persuasive Technology.

4. Feeling Connected: Notifications for likes and comments foster community, keeping you engaged and returning for more.
   

   Source: Burke, M., Marlow, C., & Lento, T. (2009). “Social Network Activity and Social Well-Being.” Proceedings of the 2009 International Conference on Weblogs and Social Media.

Habit Forming Design

Micro-interactions are like little nudges that help us build habits. They’re carefully crafted to make our experiences smoother and more engaging. Take gaming apps, for example. Every time you complete a quest and get that extraordinary reward notification, it’s designed to keep you hooked. According to the Interaction Design Foundation, these feedback loops create a cycle that encourages players to return for more fun. It’s all about making you feel like a winner!

Your Micro-Interaction Cheerleaders

In the vibrant world of social media, micro-interactions are the little touches that make every scroll feel special, enhancing engagement and keeping users coming back for more. 

Instagram:

Instagram Update Annoys Users With ‘Romantic’ Flying Hearts In Ending DM Conversations | https://screenrant.com/instagram-hearts-update-users-annoyed-reaction/

Instagram shines with delightful features like the playful heart animation that pops up when users like a post, adding a burst of joy to the experience. At the same time, the smooth swipe animation for viewing Stories makes navigation seamless. 

TikTok:

UISources, Learning Tiktok, Tap to shoot, add filters, add music, add effects | https://www.uisources.com/explainer/tiktok-onboarding-coachmarks

UISources, Learning Tiktok, Tap to shoot, add filters, add music, add effects | https://www.uisources.com/explainer/tiktok-onboarding-coachmarks

TikTok excels in using micro-interactions with its engaging “like” animations and the satisfying feedback when users scroll through videos, complete with playful sounds that heighten the experience.

4. Designing for Seamless Experiences

Whole range of Apple Products for WDC 2024 | https://medium.com/predict/forget-macbook-pro-go-with-better-apple-product-d864e18b4742

Consistency is Key

Consistency in design across platforms is essential for creating intuitive and user-friendly technology. A prime example is Apple’s ecosystem, which offers a seamless experience across devices. From iPhones to iPads, Macs, and Apple Watches, Apple maintains a unified design language, ensuring consistent features like notifications, settings, and app interfaces. This consistency allows users to switch between devices effortlessly, enhancing productivity and creating a sense of familiarity.

How it Works: The subconscious idea of “Seamless Experiences” 

1. Unified Design Language: Apple employs a consistent visual and functional design across all devices, allowing for smooth transitions and familiar interactions.
   

   Source: Redding, C. (2019). “The Importance of Consistent Design in User Experience.” UX Design Journal.

2. Integrated Ecosystem: Apple’s products work together harmoniously, enabling features like Handoff, which allows users to start a task on one device and continue on another.
   

   Source: Elman, S. (2020). “The Role of Ecosystem Design in User Engagement.” Journal of Product Design

3. Invisible Transactions: Apple Pay simplifies the payment process with NFC technology, allowing users to make transactions with a single tap, thus minimising friction during the purchasing experience.
   

   Source: Green, J. (2018). “Seamless Payment Systems: Enhancing User Experience.” International Journal of Financial Services.

Why it Works: The psychology behind it 

1. Familiarity and Comfort: Consistent design elements create a sense of familiarity, reducing cognitive load and making users feel more comfortable navigating the interface
   

   Source: Norman, D. A. (2013). “The Design of Everyday Things: Revised and Expanded Edition.” Basic Books.

2. Flow State: The seamless integration and invisible design encourage a state of flow, where users become fully immersed in the task, enhancing satisfaction and engagement.
   

   Source: Csikszentmihalyi, M. (1990). “Flow: The Psychology of Optimal Experience.” Harper & Row.

3. Efficiency and Speed: Minimising the number of steps in interactions (like transactions) aligns with the principle of least effort, which states that users prefer processes that require the least cognitive and physical effort.
   

   Source: McKinsey, A. (2015). “The Effortless Experience: Conquering the New Battleground for Customer Loyalty.” Harvard Business Review Press.

Elaborating on what it means to have “Invisible Design”

How to use Apple wallet, apple.com

Apple’s design philosophy often embraces “invisible design,” where the best features go unnoticed because they feel natural. Take Apple Pay, for instance: making purchases with a simple tap of your iPhone or Apple Watch feels effortless. The smooth transition from browsing to payment lets users focus on shopping rather than the mechanics of the transaction.

How to use Apple wallet, apple.com

When you buy an Apple product, the receipt and product instructions automatically appear in your Apple Wallet. Not only that, you can store your credit cards, digital car keys, transit cards, boarding passes and even your drivers’ licence. This integration keeps essential information organised and accessible, enhancing the user experience.

Purposeful Design

Designing for seamless experiences means prioritising consistency and embracing invisible design, all while leveraging minimalist aesthetics. Apple’s ecosystem showcases how a unified design approach can elevate user interaction, making technology intuitive and effortless. 

5. Niche Innovations in UX/UI Design

In 2023 and 2024, technology continues to evolve, integrating deeper into our daily lives and enhancing our interactions through innovative UX/UI design.

1. Nest Thermostat

Google’s Nest announces new smart thermostat with simpler design, lower price | https://www.theverge.com/2020/10/12/21511951/google-nest-smart-thermostat-new-design-lower-price-specs-features

Energy Optimisation

The Nest Thermostat uses machine learning to optimise energy management based on user behaviour, making home control seamless and efficient. Users can easily adjust settings through an intuitive interface while the AI handles the heavy lifting in the background.

Explore Nest’s impact

2. Amazon’s Echo Spot

Amazon launches the all-new Echo Spot in celebration of Prime Day | https://www.aboutamazon.com/news/devices/all-new-echo-spot

Machine Learning in Voice Control

Smart speakers like Amazon Echo are revolutionising how we interact with technology. Through natural language processing, these devices allow users to control smart home gadgets with simple voice commands. Whether you’re asking Alexa to play your favourite song or turn off the lights, the user experience is designed to be effortless and intuitive.

Discover voice control capabilities

3. Spotify’s AI DJ

Spotify’s AI DJ Brings a Personalized Listening Experience to Fans in Spain | https://newsroom.spotify.com/2024-07-17/spanish-ai-dj-livi-voice/

AI Personalisation

Platforms like Spotify utilise AI to analyse user preferences and deliver personalised content recommendations. By understanding what users like, these platforms enhance engagement and loyalty, ensuring that users always find something that interests them.

See how AI personalises your experience

In Conclusion, 

As we’ve explored, UX and UI design do more than just enhance aesthetics—they fundamentally alter our interactions with technology and reshape our daily habits. From making QR codes a part of our everyday lives to transforming swipes into intuitive gestures, the impact of thoughtful design is profound and often invisible. These innovations empower us to navigate our digital and physical worlds more effortlessly and meaningfully.

What design change has subtly shifted your daily habits? We’d love to hear your experiences! If you want to enhance your brand or digital experience, don’t hesitate to reach out! Let’s create something exceptional together. Your journey towards innovative design starts here!

The post Issue 49: Q3 2024 appeared first on Tangible.

We want to celebrate people and brands that identify, articulate, and deliver their offers by seemingly leaving no stone unturned in the quest to create exceptional products, services, and experiences for their customers.

When we’re talking about Ideas, Perseverance and Attention to Detail, it may be the celebration of the engineering behind Dyson’s products or the craft that Disney puts into storytelling or a beautifully crafted logo that articulates the ambition of the business.

The key to building exceptional brands may be a combination of many circumstances but we would like to suggest it’s a blend of brilliant ideas, dogged perseverance, and an obsessive attention to detail (with a scoop of luck and timing). We can’t always explain it, but we know when brands have gone the extra mile to deliver.

Dyson – Ideas, Perseverance and Attention to Detail
The story of James Dyson is a daisy chain of brilliant ideas woven with the steel wire of perseverance. It’s interesting that both James Dyson and Phil Knight (Nike) were long-distance runners. James Dyson attributes his determination to his long-distance running.

Before the first bagless vacuum cleaner, while studying at the Royal College of Art (RCA), James Dyson helped design and build an amphibious high speed landing craft with the entrepreneur, Jeremy Fry. It was during this time that James learnt to design and engineer a product from the ground up. After graduating from RCA, James then helped with the sales of the ‘SeaTruck’ from Rotork Controls Ltd.

With the ‘SeaTruck’ success in his toolbox, James Dyson’s next idea came while renovating his farmhouse in the Cotswolds. He was having issues with traditional wheelbarrows, as they were unstable when fully loaded and put high pressure through the central tyre. His solution was the ‘Ballbarrow’, a single piece moulded plastic bucket and a ball for the front wheel. The success was immediate and ‘Ballbarrow’ quickly took half of the UK wheelbarrow market.

James Dyson clearly has a creative mind, but this is tempered with an engineer’s attention to detail and a long-distance runner’s perseverance, which has proved a formidable combination.

‘Dyson’ is synonymous with, the cyclonic vacuum cleaner and this was James Dyson’s next big idea. Its genesis originated in the late 1970’s after James Dyson saw a 30-foot-high conical centrifuge used in a sawmill to remove dust from the air. He believed the technology could be adapted for vacuum cleaners to improve their performance by removing the collection bags. At that time all household vacuum cleaners used collection bags which lost suction as the bags became clogged.

This is where perseverance comes in again as it took James five years and about 5,127 prototypes for the “G-Force” cleaner to be born in 1983. During this time, he was partly supported by his wife’s teacher’s salary. The next hurdle was manufacturing and distribution, as no one in the UK would handle his product (as Dyson disturbed the market for replacement dust bags). So, Dyson launched the G-Force in Japan through a manufacturing license agreement with a company called ‘Apex’. After this initial success Dyson realised that if he wanted to take his innovations to market, he needed to steer the ship. So, together with a bank loan and his life savings ‘Dyson Appliances Limited’ was founded in 1991. James then doubled down by setting up his own manufacturing company, ‘Dyson Ltd’ in 1993.

The 1990s was a story of growth for Dyson and particularly the Dual Cyclone model. Within two years, it was outselling Hoover and began capturing market share rapidly. Other models followed, which generally shrank in size and grew in desirability. Growth also brought the opportunity for Dyson to focus on his passions, ideas, innovation, and engineering. With the appointment of Martin McCourt as the Group CEO, James Dyson focused on growing the product offer. Let’s briefly summarise where his company cast its creative eye.

Washing Machines
With the insight that washing machines take 2 hours to deliver the results of 15 minutes of hand washing, Dyson ventured into washing machines. The result was the ContraRotator, which mimicked hand washing with its two drums rotating in opposite directions. Technically it was a great product, more energy efficient and could tackle larger loads. Unfortunately, at double the cost of competitors’, it failed to capture the market and become a commercial success.

Hand Dryers
Launched in 2006, Dyson’s Airblade Hand Dryer has helped Dyson grow within the commercial appliance sector. By challenging existing products, the Airblade uses Dyson’s digital motor to power a stream of air at rapid speed to dry the hands within 10-14 seconds. It is accredited as the first-ever hygienic hand dryer, using a HEPA filter to eliminate bacteria from the air, and in the process costs less to run than conventional hand dryers.

Bladeless Fans
As first glance the bladeless fan looks like another brilliant idea off the Dyson conveyer belt of brilliant ideas. Who wouldn’t want a fan that you can put your hands or head into? Actually, the concept for a bladeless fan was created by Toshiba in 1981 but it was beautifully designed and popularised by Dyson. The Air Multiplier was launched in 2009 and was included in Time’s 50 Best Inventions of that year.

Lighting
Jake Dyson, the son of James Dyson, is also working for the family business in the lighting sector. The opportunity in this sector is to address problems caused by poor lighting, such as eyestrain, headaches, and decreased productivity, all while enhancing the ambiance with optimal lighting. The lighting division started in 2004 and has moved from Halogen to LED light sources. While lighting may not have received the commercial success of other divisions, Jake says if there’s anything he learned from his father, it’s to “never give up”.

Hair Dryers
32 years after the G-Force, Dyson moved into hair care. In 2016 the Supersonic hairdryer launched to rave reviews, then came the Airwrap, an all-in-one styler and finally a straightener; the Corrale. With all these products the mission was clear, to create products for ‘every hair type, every style with less damage’. It took 10 years and £100 million but Dyson is now the category leader with over 6,000 engineers, scientists, and stylists working globally to drive their mission forward.

Another key focus area is the attention to detail from product design to the marketing and communications of Dyson products.

Dyson’s product designs can be compared with Apple’s, with their sleek and simple outer appearance that belies the sophisticated technology concealed within. The naming of their products captures both the category and technology incorporated within the product. Who knew what a neodymium magnet was before the cyclonic vacuum cleaner came along. Or that is spins at 104,000 times a minute, which is faster than a Formula 1 car (a great comparison).

From a marketing and communications point of view, when you see Dyson’s ads, websites, or retail outlets, it’s clear that the products (or the engineering behind the products) are the focus for the Dyson brand. It’s not about lifestyle, convenience, or value, it’s a celebration of the innovation, engineering excellence and attention to detail.

Looking back on James Dyson’s journey, it is hard not to be impressed by his achievements and hope his story can inspire the next generation of entrepreneurs driven by their internal curiosity to ask; ‘why not?’ And a determination to meet with triumph and disaster and treat those two imposters just the same.

Sources:
https://www.dyson.ie/james-dyson

https://www.forbes.com/sites/gabbyshacknai/2022/06/11/inside-the-success-of-dyson-hair-and-its-decision-to-redesign-the-bestselling-airwrap-tool/?sh=42f723c43cc5

https://www.cascade.app/studies/dyson-strategy-study

https://en.wikipedia.org/wiki/James_Dyson

https://support.dyson.com.sg/fans

The post Issue 47: Q1 2024 appeared first on Tangible.

Note: When we discuss ‘Internal Branding’, don’t think of internal communications! Think of how a company’s Purpose and Values can be leveraged to inspire its internal culture and behaviour.

Observation #1: You need a purpose to be your guiding light

A good corporate purpose is more than just a statement you craft for display on your ‘About us’ page. To realise its maximum benefits, you’ll need to go beneath the surface to unearth a shared sense of purpose that carries genuine significance within your organisation. This purpose will drive your organisation forward, guide strategic-decision making, give employees more fulfillment and clarity, and so much more.

And because your staff should also be a part of this shared purpose, aligning your employee value proposition with this purpose is essential for delivering your strategic goals. Can you imagine if Google was all about being inquisitive, experimental and questioning – but didn’t believe in investing in their people’s personal development?

At Tangible we ensure that the Purpose Statement and Corporate Values are aligned, so you can see how the Purpose will be delivered by the Values and also how the Values drive the Purpose. We advocate that the Values should be lived both internally and externally (so the corporate Values should be similar to the employees values).
Simply put: Say what you do and do what you say.

Observation #2: The CEO must lead the charge

You would think that creating a meaningful corporate purpose that resonates with everyone would be enough. But the truth is, if the leader of the organisation is not driving the company’s purpose and making sure it comes to life throughout the business, you might be wasting your time creating it in the first place. Your cleverly worded corporate purpose looks nice in your ‘Corporate Blurb’ but it has little or no impact.

Over the course of our work, we’ve found that what makes a project tangible is the CEO. If the CEO is the champion and leading the charge, then the organisation moves in a clear direction, with a sense of purpose.

As William Wang, the founder of Vizio said, “Everyone on the team plays an equal role. My role is to create the wave and everyone on our team keeps the wave going.”

Observation #3: HR must see their role as owners of the company culture

According to a recent study by Sage, 63% of c-suite leaders still see HR’s role as administrative, and more than half of them do not expect HR to play a significant or leading role across key areas that would traditionally sit in their wheelhouse, such as workforce planning and company culture.

Although we cannot deny that HR’s administrative roles are crucial, the gap is that this often lacks a direct impact on employee engagement. Instead, when HR actively owns the role of being champions of the organisational culture, they can significantly contribute to higher employee morale, satisfaction, and retention.

When HR are the champions of organisational culture, it also allows them to play a strategic role in addressing certain workplace challenges. These include:

Talent attraction and retention:
Where HR’s role is talent management might have been previously limited to recruitment; When they actively own and promote a positive culture, it enhances the organisation’s attractiveness to top talent and helps retain existing employees.

Adapting to change and innovation: When there is change, HR may tend to struggle to support organisational change initiatives. However, a strong cultural foundation that is facilitated by HR has the potential to enable smoother transitions and increase the organisation’s adaptability and change management.

Measuring the organisation’s internal health: Where metrics might have only been used by HR to focus on administrative efficiency, there lies the opportunity to utilise it to track key cultural indicators internally. This can help provide regular insights into your organisation’s health and potential areas for improvement.

Observation #4: Involve everybody!

With all that being said, it’s time to talk about (arguably) the most important stakeholders in internal branding – the employees! If you thought that internal branding doesn’t have to involve your current employees, you’re missing a big opportunity. And kind of the main point.

By actively involving every employee in the internal branding journey, it’ll ensure a unified and aligned understanding of the company’s core values, mission, and goals. The result is a cohesive team that moves together in one collective direction, where everyone understands where the company is heading.

Once everyone has gotten on board the same ship, the next step would be to engage your employees. At the heart of every thriving workplace lies employee engagement, and involving your employees in this continual branding process is a catalyst for this engagement. From creating initiatives like open channels, employee surveys and feedback sessions, to recognition and reward systems – what you really want to be doing is not just forcing people to believe in a brand you’ve created, but to live and breathe this brand into life because they believe in it too.

This could look like identifying and forming a dedicated culture team, comprising of members who are passionate about serving as ambassadors for the initiative. This team would be involved in the process of your internal rebranding, if any, and serve as advocates for company culture, communicating to teams on how they can contribute to cultivating a positive culture.

Observation #5: If you think an external consultant can drive internal culture, you’re sadly mistaken

Getting an outside perspective can be extremely important (and sometimes even crucial) when dealing with cultural issues in an organisation. But while external consultants can come in to assess and improve internal culture – culture has to be lived and breathed, and your internal staff are in the best position to enforce this.

External consultants are able to play the role of culture facilitators and as unbiased observers that can draw out certain sensitive feelings and perceptions that might otherwise stay unseen. Often, employee feelings toward the company go unnoticed, mainly due to factors such as a lack of suitable platforms or a reluctance/lack of motivation to express them. However, these sentiments are precisely what you need to be cognisant of, as they can serve as indicators of vital areas for improvement or highlight successful practices. Engaging external consultants can help in confidentially capturing these sentiments and fostering cultural change. Nevertheless, as external consultants will only be engaged for a limited duration, the responsibility really does fall on your organisation to implement and execute these changes in internal branding and culture.

In essence, internal branding will always be a fluid and ongoing process, requiring commitment, flexibility, communication and regular check-ins. And it requires a team effort to keep it going.

As the year comes to a close, here’s wishing you and yours a delightful Christmas and a New Year filled with happiness, from the entire Tangible team.

The post Issue 46: Q4 2023 appeared first on Tangible.

Effective internal branding should take into consideration how each generation thrives best in the workplace. We should caveat all this by saying that workplace culture is often shaped by its industry. We are acutely aware that the Shipping industry has a very different working environment compared to the Fashion industry. Some industries require periods of reflection or craftsmanship (where working from home is perfect) while other sectors require employees to have on-site, hands-on skills. When creating internal branding strategies, it’s worthwhile considering the demographic of your workforce, and typically how that demographic prefers to interact.

Looking at the difference in Generations:

Exploring generational perspectives reveal a fascinating interplay of values and expectations among different generations in the workplace. Let’s delve into how each generation is defined and explore their distinct perspectives From Baby Boomers, the eldest generation, to the newest entrants, Gen Z, understanding these definitions provides valuable insights into the dynamics of the workplace.

Baby Boomers (Born mid-1940s to early 1960s):

Born in the post-World War II era, Baby Boomers were named after the significant increase in birth rates during this period. They grew up during a time of economic prosperity and witnessed major cultural and social shifts, including the civil rights movement and the sexual revolution. Baby Boomers prefer to communicate in person or through traditional channels such as phone calls and printed letters. They want Work Life Consistency where they value loyalty and reliability in both their life and the companies they work for. They see hard work and dedication as the way to gain respect & recognition and the drive to continue their legacy.

Gen X (Born early 1960s to early 1980s):

Generation X, which emerged during a period of social change and technological advancements, is often referred as the ‘independent generation’ because many grew up with both parents working, fostering a strong sense of independence. Having experienced the traditional workday they prefer to communicate in person using email and phone calls. They are drawn to companies that value stability and personal development. Generation X wants work-life integration, actively seeking ways to harmonise their professional and personal lives. They want to work for companies that are committed to creating an action-driven workplace.

Millennials (Born early 1980s to mid-1990s):

Millennials, also known as Gen Y, came of age during the rapid rise of the internet, which shaped their tech-savvy, collaborative nature. They prefer to communicate via email, video conferencing, instant messaging, and collaborative apps. Millennials prioritise work-life balance and personal development in multiple areas of life. They want to work for ethical companies that provide opportunities for personal development. They seek belonging & support through collaboration with others in the workplace.

Gen Z (Born mid-1990s to early 2010s):

This is the first generation to grow up entirely in the digital age. They witnessed the rise of social media and are characterised by their strong sense of social responsibility. They are also a very socially conscious generation, appreciating communication channels that allow them to connect with others and share their ideas globally. Gen Z seeks work-life harmony, integrating personal life purpose into their careers. They value open and honest communication and align with company values that emphasise authenticity and social responsibility in their actions and values.

In navigating generational dynamics within the workplace, it is worth considering how each generation is defined and recognise the distinct well-being needs and preferences of different generations. For a quick overview, we present a summarised table for swift comprehension of the differences among generations:

Understanding the nuances between generations is essential for creating a workplace that meets the diverse needs and expectations of employees. As we explore the different generational attitudes toward workplace culture and branding, it becomes clear that a one-size-fits-all approach is no longer effective. (Read previous Conversations @Tangible Issue 43: Internal Branding – More than just the Office Pantry)

Should we label generations at all?

Going beyond the generational stereotypes:

While Tangible wouldn’t want to endorse perpetuating stereotypes, we have to start somewhere. Tangible’s Market Research uses the lenses of demographics and psychographics to understand perceptions and preference drivers of your brand. Through modeling and testing both visual and verbal stimuli, we identify solutions that are most appealing to the different stakeholder groups.

How Tangible Approach Internal Branding:

At Tangible, we understand that a brand’s impact extends both internally and externally, reaching diverse audiences and demographics.

This is why we adopt a comprehensive cross-company approach, ensuring effective communication and engagement on all fronts. We have developed  frameworks and a structured process for contextualising and curating questionnaires within our research methodology.

We have a Digital Strategy that helps you define your objectives and roadmaps to reach your target audience with tailored messaging.

Based on your communication objectives and key messages for each target audience, Tangible will develop a plethora of activation ideas for pre-launch, launch, and post-launch activities to bring to our Communication Ideation Workshop to help you effectively navigate generational dynamics in the workplace.

Let’s Talk Internal Branding

Citations:

1. Black, E. (2023). Retrieved from https://www.afr.com/work-and-careers/workplace/gen-z-aren-t-lazy-they-just-don-t-want-to-live-to-work-20230829-p5e09m

2. Ernst & Young Singapore. Retrieved from https://www.ey.com/en_us/consulting/is-gen-z-the-spark-we-need-to-see-the-light-report/gen-z-finding-meaning
3. Helyer, R., & Lee, D. (2012). The twenty‐first-century multiple-generation workforce. Education + Training, 54(7), 565–578. doi:10.1108/00400911211265611
4. Jorgensen, B. (2003). Baby Boomers, Generation X and Generation Y: Policy Implications for Defence Forces in the Modern Era. Foresight, 5(4), 41-49.
5. Lancaster LC, Stillman D. When Generations Collide. New York: HarperCollins; 2002.
6. O’Bannon G. (2001). Managing our future: the generation X factor. Public Personnel Management, 30, 95–109.
7. Reilly, P. (2012). Understanding and teaching Generation Y. English Teaching Forum, 1, 2–10.
8. Shoichet, C. E. (2023). Busting this big myth about baby boomers reveals something about gen Z, too. Retrieved from https://edition.cnn.com/2023/07/08/us/baby-boomers-gen-z-cec/index.html
9. Sirias, D., Karp, H., & Brotherton, T. (2007). Comparing the Levels of Individualism/Collectivism between Baby Boomers and Generation X: Implications for Teamwork. Management Research News, 30(10), 749-761.
10. Erin, E. (2023). Retrieved from https://www.betterup.com/blog/generations-in-the-workplace

The post Issue 45: Q3 2023 appeared first on Tangible.

The previous article of Conversations @ Tangible has established the importance of internal branding and its usefulness in rallying teams behind corporate values. To recap, companies can utilise internal branding to align  employee motivations and values in order to support the company’s purpose and deliver exceptional service to clients.

Football teams are just like corporate teams – a diverse group of like minded people, with various talents, unite behind a management team and hopefully a clear purpose to achieve a planned outcome. To accomplish this, the management team and in particular the team manager play a crucial role in aligning players’ motivations so that they can compete as a cohesive team. Successful managers such as Manchester United’s Sir Alex Ferguson and Liverpool’s Jürgen Klopp are successful, precisely because they are often in tune with the best ways to ensure a cohesive team. 

This then raises the question: how do Sir Alex Feguson and Jürgen Klopp manage? Well, let us explore what successful managers like them do to create great team culture and internal branding.

1. HR is Not Responsible for Setting the Example, Managers are

Great team managers exemplify the values that they want their players to have and inspire their players to adopt them. When a leader walks the talk, the team will naturally be motivated in striving for the same standards.

At Manchester United, former team manager Alex Ferguson believes that consistent hard work is key to success. He embodied this belief by always being the earliest to arrive at training at 7am. This has instilled a feeling amongst players and sports staff alike that if he could do it, so could everyone else. Unsurprisingly, his staff soon began coming in earlier than he did. An exemplary manager like Ferguson who wields great influence over his players can hence set a model for the team to follow.

Likewise, a corporate manager can be the one to inspire their team, rather than waiting for human resource policies to take its course down the chain of command. By embodying the values and behaviours they want their employees to emulate, managers can create a culture of excellence and motivate the team to strive for the same standards. Such leadership can inspire employees, further encouraging them to take ownership of their work.

2. Aligning Vision

Internal branding is just like football teams’ style of play. They are a set of strategies that guides players’ decision-making when striving for a goal. When all players play with the same strategy in mind, a football team becomes an unstoppable force that dominates the playing field. 

Jürgen Klopp, Liverpool’s manager, is known for his preferred style of play, ‘heavy metal football’, which is characterised by its fast-paced intensity. Coined by the manager himself, it is a relentless style of play that aims to overwhelm the opponent with rapid passes and swift movement. This style of play requires near telepathic coordination amongst the team, which is only possible when each player is in-sync with the team manager’s. When Klopp successfully aligned every Liverpool player’s vision, the result was a phenomenal year of championship wins in 2019, when the team bagged the Premier League Trophy, the European Cup and the FIFA Club World Cup.

Similarly, within the corporate realm, teams that are aligned in strategy expend less energy resolving differences in personal motivations. This allows the team to concentrate on striving towards their common goal. 

3. Trust in Leaders

Earning the trust of players is crucial in any football team. It enables players to have confidence in the manager’s expertise and judgement. When players trust their managers, they are more likely to embrace team strategies, even when they have doubts, putting their best foot forward on the field. 

In Ferguson’s philosophy, the popularity of a player amongst fans should not affect fielding decisions – all players are equally important to the team. As such, players do not take it personally when they are benched. As they trust that the team formation dictated by the manager is right for their existing  strategy. This affords team managers the mandate to make strategic decisions astutely, even if they are difficult. 

Similarly, in the office, trust in leaders enables employees to focus on their responsibilities, knowing that their managers have a comprehensive understanding of the big picture. Building trust within corporate teams creates a sense of psychological safety that encourages adoption of the brand values. Ultimately, this reduces conflict, leading to better performance and outcomes.

4. A Sensitivity to Emotions

An experienced manager with a sensitivity to emotions can shrewdly adjust their tone and message to players, spurring them on during moments of intensity. 

Klopp’s well-known mantra, ‘it’s only football’, is often heard during intense matches to lighten up players’ mood. These perceptive words place the game into perspective, reminding players that there are more important things in life than football. Ultimately, alleviating unnecessary pressure allows players to perform at their best and focus on winning the game.

Similarly, a finger on the pulse of the office dynamic would help managers steer intense or difficult conversations as they sense the motivations and sentiments of employees. These little nudges allow managers to continuously calibrate employee motivations and align them with company values, while also weathering the unpredictable storms of emotions.

5. Dealing with Defeats

In football, as with any other sport, sometimes we win, and sometimes we lose. What is vital is one’s response to defeats. When managed well, losses can be used as encouragement to do better in the future. At times, losses are also teaching points for lessons not learnt well.

Known for his emotional responses to match endings, Klopp is often seen hugging his players after the match regardless of the outcome, as long as they had given their best. However, if losing was due to a lack of team synergy, then players would know that a reprimand was imminent. As former Manchester United striker Andy Cole put it, “If you lose and Sir Alex believes you gave your best, it’s not a problem. But if you lose [in a] limp way…then mind your ears!”

Likewise, losses in the corporate realm should be dealt with in a moderate and forward-looking manner without harming team dynamics. With some wisdom and grace, an astute manager can strategically leverage defeats to unite his team to try again.

Conclusion

As you’ve probably guessed it at this point, internal branding takes on an active role rather than a passive one. Instead of waiting for human resource’ directives, internal branding is a calibrated and dynamic process that takes place everyday, with managers at its helm. This is why Tangible believes in helping clients identify brand positions that are both internally and externally aligned, so that managers can understand and maximise opportunities,  thus promoting  company culture to employees. By being proactive in ensuring that team members are aligned to company culture, an astute manager can foster a sense of unity in the office, driving everyone towards the company’s goals.

The post Issue 44: Q2 2023 appeared first on Tangible.