Redefining the Audience

In 2015, I asked my Experience Design teams to take a step back to look at NBC from a Consumer's view - redefining the value of the NBC Brand & Audience. We used "Perspective Shifting" with the Design, Product and Marketing teams to understand our brands, programs and stories through the eyes of the audience. As a result, we focused on several questions for our consumers to better understand our brand:

• Is NBC a recognizable brand?

• What is its the relevancy of NBC?

• How do people connect with NBC?

Our team developed a Philosophy, Principles, and Tone that would guide the organization through building better products, projects, programs, content, and campaigns that connect with consumers.

THE CHALLENGE

We found the Peacock was recognizable. However, it was not clear to younger customers that the Peacock alone represented NBC. Once the challenges were identified, we worked closely with executives & broader teams to reshape the brand conversation for digital natives.

My teams focused on increasing brand attribution for off-domain applications, where billions of monthly views and impressions are monetized. This provided the greatest opportunity for awareness with the broadest range of flexibility for our creative teams to play.

Mobile applications and new VUI systems like Alexa, Echo Show and Google Home present new challenges for NBC that operates a broad scale ecosystem of owned and third party channels. The branding would require a digital native approach to include audio mnemonics.

COMPETITIVE ANALYSIS: VIDEO BRANDING

Video remains one of the most important asset. It is viewed and shared across every global platform. NBC generates over 200 Billion views annually. The XD Team focused on developing natural moments where brand attribution could be standardized and customized.

PRODUCT DESIGN PHILOSOPHY & PRINCIPLES

Over the course of 9 months, my teams researched, facilitated, crafted, synthesized and developed our Product Design Philosophy, Experience Principles and Brand Voice. We constantly evolved to align broad and bespoke experiences for linear and digital audiences.