Howells.

Wolff Olins’ Nathan Williams argues that the modern Brand Experience should be Ubiquitous, Social, Semantic, Sentient and Human: providing a nice framework by which to create or analyse a successful, contemporary brand.

• Ubiquity throughout the experience, across all channels, and 24x365.
• Social, but only enhanced by the social graph, not dependent on it (and importantly the brand shouldn’t attempt to be a social network, just leverage it appropriately)
• How does the brand build semantic meaning to multi-layered, complex data, and help the individual consume it
• Be context aware and sentient; how can the brand be pre-emptive, not passive
• Human: offers simplicity, democracy, and the opportunity to create new behaviours

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