Designing Brand Experience + Commercial Design for Good with Jos Harrison — DT101 E94

Jos Harrison is the global head of brand experience and design at Reckitt. We talk about brand experience design and commercial design for good. Listen to learn about: >> Brand building>> Finding ways for companies to do good in a way that builds brand>> Learning design>> Omnichannel communication and its effect on brand building>> Design’s role in creating a better future  Our Guest Jos is obsessed with bringing brands closer to people — in all the ways (big and small) that improve lives, making people happier and healthier. Jos designs experiences for people, communities and societies — never for 'consumers' — and in doing so, he tries to fulfill my responsibility to our planet: protecting and nurturing it in any way I can.  Show Highlights [01:04] Jos talks about Reckitt, building toolkits and frameworks, and the clients they work with.[03:01] Jos’ early background as an industrial and product designer.[03:21] A stint in marketing and commercial interior design.[03:50] Moving into branding, working at Cadbury Schweppes, and experience marketing.[05:14] Starting at Reckitt and diving into OTC healthcare and hygiene branding.[05:40] Finding his place in innovation and brand building.[06:18] Jos talks about the more challenging moments of his career journey.[07:00] Blind spots and education gaps that arise when you’re a student.[10:02] Ways Jos is working to close those gaps in his own team and the teams he works with.[10:11] How humans learn best.[11:56] Design doesn’t lend itself well to formal training.[12:14] Designers learn most when directly involved in solving problems.[12:28] Jos’ team makeup.[14:31] Things Jos wishes designers understood better.[16:48] Mapping is a great way to pinpoint gaps in knowledge and experience.[17:34] Exploring the concept of purpose with Reckitt’s clients.[17:56] Clarifying purpose starts with going back to the beginning of the brand.[18:40] People now expect corporations to make positive effects on the world in some way.[20:59] Jos offers an example using the Lysol brand.[24:03] A fascinating look into the many micro-interactions that, over time, build a brand.[25:32] Easier to build a brand in the past.[26:06] Jos talks about how the industry is different now.[25:24] The omnichannel experience and how it’s made brand building more complex.[27:39] Creating customer cohorts.[28:26] The experience map tool.[29:35] Why it’s important to understand your customer’s attitudes and behavior.[31:08] Why storytelling is so important in design.[34:22] Designers create for someone else.[35:16] People are Jos’ greatest resource for learning.[36:54] Why Jos recommends organizations partner with creatives.[39:27] Jos’ final thoughts about our need for more empathy, and design’s role in fostering more empathy in society.  Links: Jos on LinkedIn Reckitt Five minutes with Jos Harrison Q&A with Jos Harrison of RB How to nail your brand's purpose Get them talking – why designing for advocacy is crucial for FMCG brands Other Design Thinking 101 Episodes You Might Like: Humble Design Leadership + Design Agency and Experience Design Evolution with Aleksandra Melnikova — DT101 E33 Learning Design + Designing for How People Learn with Julie Dirksen — DT101 E42 Employee Experience by Design: How to Create an Effective EX for Competitive Advantage with Belinda Gannaway — DT101 E75