Inspiring content from the UX world

A personal brand is our image — we can work on it, change it, but in essence it must be authentic and consistent with us. Otherwise, it will be caught quickly. The image is created not only by our style, but also by what we have to convey and the way we do it. If all this elegantly harmonizes with the character of our company, then our personal brand can be an additional carrier of its value. A strong brand is one that inspires and motivates. One with which a certain group — the target group — wants to identify. We will never reach everyone, because who would like to listen to a bland message - but if our message stands out positively, then its value will not be the wide circle of those who heard it somewhere, but the faithful recipients.

We wake up. Around us there are a lot of scattered and half-open packages. After a while, we begin to look at them - there may be something useful in them in our situation. Thanks to the found laptop with a mobile router, it turns out that in one single place on the island we catch the Internet coverage, that is, it is not bad. So we send an SOS signal over the network, after which - in anticipation of the help that will arrive in a few hours - we sit under a palm tree with a range and it turns out that there are quite a few gadgets in the undelivered parcels. So we give in to our professional pursuits — no longer on a desert island, but on a paradise island — and we are curious to try out the latest trends in E-commerce. Or rather, in ME-commerce, although in our situation everything is “me” - after all, in such a remote area we can only think about ourselves.

There are such treasures that hide rather than show. Well, if only so that our treasure does not change its owner. For example, some collectors of art, this one by the great “SZ”, hide their most beloved and pampered acquisitions in places accessible only to them. And what is the most valuable treasure for brands today? Information. The one about the client. Each one individually. Our treasure is therefore called big data - now a legendary phrase that everyone has heard about, but looks different with everyone, or does not look at all. Big data is such a cylinder of an illusionist - it is as if everyone knows that something is there, but only a few manage to get a really good, white rabbit out of it. Only that the date is not always big enough to meet our expectations, or more often it is even too big, so by dipping your hand up to the elbow in the cylinder and looking for our rodent, like a phone in a woman's purse, we can come across a lot of other things that can not be arranged. Therefore, a well-organized and used customer database is a treasure. And how to take care of this treasure so that it does not slip away?

You probably know all these films about sports teams made up of boring losers who most of the time kick themselves in the forehead and get it from some scoundrel, and then miraculously reach the final of the competition, in which - after a touching speech by the coach - they win? Or those films in which the life of the main character is tarnished, until finally it turns out that the guy has a talent for being someone, he takes over and is no longer anyone, just a wolf from Wall Street.

It would seem that thinking about preserving the view of a Parisian street in a picture before the invention of the camera was pure abstraction. Meanwhile, when Louise Daguerre snapped the first photograph in 1839 (the exposure time of which was several long minutes), the invention - despite the fact that nothing was the same after it - was smoothly accepted by society and the French government, which declared, moreover, that it belonged to the whole world. And kick the soul! And family portraits, and bathroom selfies. It doesn't matter. The important thing is that people were prepared for this type of solution - although spectacularly innovative, it is nevertheless inscribed in some context - because we have already heard about the fact that you can write an image on paper.

First there was a flat Earth. Flat as Italian pizza. From its shores, the oceans flowed in hectoliters, watering any circulation of water. Then the Earth inflated like a balloon and landed in the center of everything, like a navel in the middle of a big belly, and everything that glittered revolved around it. But then it turned out that what shines brightest is in the center, and the Earth is not only not in the center, but is also one of many other things altogether similar. What am I talking about? About the brand, of course. It was flat and bland at first - as if more local, showering some larger marketing efforts. Then she was stuffed with marketing, which inflated the balloon - there did not have to be much inside, but it is important that there was quite a lot outside. And so our brand swelled up like Smurf Ważniak and stood in the middle of everyone, weighing too much to move the “ass” to people, just flaunting itself. It was only here that it turned out that in reality the perspective is different - it is not the brand that stands in the center, but the people.

In the old days, when a newcomer appeared in a castle or palace, he was presented with all the more or less real merits - that brave, valiant, just, etc. - what PR, such presentation. This is exactly how we get to know the product in advertising. But what if every ad was Pinocchio? If so, with every lie, lie, naked truth, then the nose would stretch like another section of the Polish highway, like a memorable signal of the wrong answer in Familiada, which, when watching an advertisement in moments of half-truth, would let us know that someone was probably... carried away by the imagination.

Who was Alan Turing? A brilliant British mathematician and cryptologist who became a silent hero of World War II. He created a machine that eventually cracked the most complicated cipher in history - the Enigma code - the German cipher machine. In 1950, Turing became interested in artificial intelligence research, claiming that one day machines would be able to think at the same level as humans. So he developed a test that checked whether the robot was already developed enough that it could be mistaken for a human in conversation. What did such a study consist of? The judge asked questions to several parties that he did not see. One of them was a machine. If in five minutes the robot “scooped” at least 30% of the judges - it passed the test.

“OH! You take care of customer experience. And is it not by chance the same as...” - and then there are usually several proposals, thrown adequately to the casting industry. So how is it with this CX? Answering the question of what he is not, by the way, we will tell you about what he is.