“Creative projects are rarely the result of a single person’s efforts […] Technologically, it is not hard to launch an object into space. Emotionally, it has been difficult.”
You must know this inside and out in order to encapsulate the brand and communicate it effectively from the beginning.
Another great resource from SXSWi is the Fogg Behavioral Model, which was the basis for a good portion of Jason Hreha’s session “High On Line: Applying Psychology to Web Design”. The model basically states that 3 factors must be present to persuade a user to execute a behavior (such as register for an event, sign up for a newsletter, etc). These factors are motivation, ability, and the presence of a trigger.
The link above is to the 7-page PDF detailing the model. Audio and visuals from the SXSWi session can be found at http://www.persuasive.ly/post/19550716406/slides-from-my-sxsw-presentation
I started SXSWi out this year by attending a session that expanded on this short essay. In the essay, Marc Shillum of Method presents a new way of looking at brand, ultimately providing a responsive concept that takes into account new mediums and the fact that we no longer have full control over our brand. Social media has provided the user with a voice and thus stake in our brand, which must be taken into account. The brand must constantly move forward and evolve, adapting and responding to user needs to remain relevant.