Inc. talked with Code and Theory’s Dan Gardner and Brandon Ralph, who recently redesigned Vogue’s website, about what has made them successful, and about what clients need to know about how customers interact with their brand online.
Q: So what’s different today about how people connect with brands’ websites?
DG: Ten years ago, Users didn’t expect much from a brand website, as the Internet itself was still in its infancy. Today, users expect much more from a brand online. They want brands to be responsive to their needs and feelings in real-time.
What’s the biggest mistake you see brands make today?
BG: All brands have a story about who they are, why they exist, and how they came about. The challenge is to find that story first, understand how to break it apart into smaller storylines, and learn how to tell it across every relevant platform. If you want to explore a new platform it is rarely a one-and-done deal. You have to take the time to understand the platform and the expectations of the users on those platforms….
You should go read the whole piece; it’s worthwhile…