Nov 4, 2019
Dennis Hahn is Chief Strategy Officer at Liquid Agency, a brand experience,
strategy, marketing, and design agency with offices in San Jose,
Portland, and New York. Dennis is responsible for the methodologies
Liquid uses to address the strategic challenges of clients like
John Deere, HP, Microsoft, Motorola, Nasdaq, PayPal, and
Walmart.
During the episode, you'll hear us reference a 2013 video of Dennis talking about
brand experience, in which he says, "To activate your brand, you
really first have to understand what the brand stands for. So,
understanding the brand's meaning is a vital component of that.
Once you've figured that out, then you can use the brand strategy
as a filter for thinking about the different dimensions of the
experience. And those dimensions can go into different areas, such
as the digital experience, or the experience with employees, or the
product experience, or even the service."
Dennis and I discussed the dimensions of brand experience he
mentions in the video, as wells as Liquid's approach to creating a
brand experience for clients, which includes a proprietary workshop
approach they call "Swarming." Dennis describes Swarms as
follows:
"Swarming is our workshop methodology, essentially. It's designed
to attack a problem from a number of angles and unleashing the
power of simultaneous collaboration between agencies and clients.
It's really a co-creation model, and that's where we use the design
thinking and lean startup principles to guide clients through that
co-creation process."
We also spent some time talking about a related concept Liquid
focuses on these days, brand culture, which Dennis says is "the
best possible relationship that a brand can have with its customers
and employees."
To learn more about Dennis, visit the Liquid site, where you can find his bio,
some blog posts he's written, and more information about the agency
and its approach.