Interviews, insight & analysis on digital media & marketing

Nick Fry: Brands will only succeed in DTC if they get the experience right

Nick Fry, Group Head of User Experience Design at Cheil, used his 99-second talk at the 99//Club Digital Festival to discuss “The Experience Trinity”, which looks at brand experience, purchase experience, and the service and support experience.

“Brand is what you evoke emotionally, it’s what you create experientially and it’s what you recreate by the association of its success experiences”. Whilst you can’t control the brand’s perception with online direct to consumer experiences, in the video below Nick looks at how you can control the user’s contextual needs using DTC, creating confidence and trust in your brand experience.

NDA will be publishing highlights from the Festival, run in partnership with MAD//Fest, over the coming weeks.

The week-long invite-only festival was a collaboration between MAD//Fest and New Digital Age. Over the course of five days, 99 speakers debated topics across themes including media and tech, customer experience and personalisation, brand experience and creativity and innovation for growth.