Zoë Ene trained as an industrial designer at the Rhode Island School of Design (RISD), where she recalls being conflicted with what was being taught than what she knew of her Igbo heritage and its craft philosophies. “As a young designer, I was eager to challenge that gap – probably annoying a few lecturers in the process – and became interested in work that explored the opposite,” she says.
Now, she doesn’t just make work that is culturally interwoven but uses said perspective to document theories, methods and tools that aid her practice and others. Her recent work, the IO stool, is shaped like a kola nut, called isi oji in Igbo, and includes perforated motifs that appear in triangular gaps, giving it a structural impression.
Homenkà is the platform that Zoë founded to shape her design language and lead her closer to deep cultural research. It’s a portmanteau of the Igbo word Omenkà (artist) with the word Home, which reflects the commitment to homegrown approaches to designing objects. “My goal is to make the value of Nigerian traditional design visible, usable, and meaningful in everyday life – especially in Nigerian homes and shared spaces. We’re just getting started, and I’m excited for what’s ahead.”
Her forthcoming work Ncho 01 is a prototype mancala board (also known as oware, ayo, bao, or ncholokoto from which the board gets its name) and is centred on continuing Igbo woodcarving making traditions and embodies the duality of function and beauty that defines much of African object design. “At our booth, people taught each other how to play, shared memories of using stones or digging holes in the earth to create boards as kids, and responded with joy at seeing a familiar game reimagined.”
Reclaiming the narratives of their heritage is not just a bus stop for these designers, they are also looking inward, extending their knowledge to those who care deeply about this practice. With that said, it wouldn’t come as a surprise seeing further innovations of this ilk that would shape the future of design.
In boardrooms and Slack threads alike, “demand generation” and “lead generation” are often used interchangeably, sometimes even by marketers themselves.
But for CMOs making six- and seven-figure budget decisions, lumping the two together is a costly mistake.
On the surface, both strategies aim to generate revenue. But the approach, intent, and impact of each are fundamentally different.
Understanding these differences isn’t just marketing semantics. It’s a strategic imperative.
Whether you’re scaling a SaaS company, leading an enterprise rebrand, or trying to make sense of declining pipeline velocity, the way you approach demand and lead gen can either fuel long-term growth or lock you into a hamster wheel of short-term wins.
Let’s unpack what each of these approaches actually looks like, where they work best, and how to decide which path (or combination of them) is right for your team.
Demand generation isn’t just a top-of-funnel tactic. It’s a full-funnel strategy designed to create awareness, spark interest, and ultimately build desire for your solution, oftentimes before the buyer even knows they need it.
It prioritizes visibility, trust, and education over form-fills and gated assets.
So, what isn’t demand generation?
Demand gen isn’t about chasing contact details.
It’s about shaping buying decisions before the buyer ever enters a sales process.
This strategy leans heavily on value-driven content, community building, media exposure, and delivering information that builds brand affinity over time.
Examples of some commonly used demand generation tactics include:
In demand generation, you’re not asking for the sale. You’re creating an environment where the sale becomes inevitable.
Lead generation is all about conversions, and not in the philosophical sense.
It’s measurable, trackable, and often deeply tied to sales-qualified metrics. You offer something (a whitepaper, webinar, trial) in exchange for something (a name, email, job title).
The focus here is less on brand building and more on pipeline development. It’s tactical, efficient, and often short-term.
That doesn’t make it “bad,” but it does mean you’ll need a strong nurturing process and sales alignment to make it effective.
Common lead generation tactics include:
Opposite of demand gen tactics, lead gen tactics are a bit easier to measure. They’re also easier to misuse.
If you’re not aligning on what constitutes a “qualified lead,” you might end up with a pile of marketing qualified leads (MQLs) that sales ignores.
While the two approaches might feel similar in campaign execution, the intent and measurement couldn’t be more different.
Element
Demand Generation
Lead Generation
Primary Goal
Build interest & educate the market
Capture contact info for nurturing & sales
Buyer Stage
Early to mid-funnel
Mid to late-funnel
KPIs
Brand engagement, direct traffic, pipeline contribution
Form fills, cost-per-lead (CPL), MQL to SQL conversion
Channel Mix
Social content, podcast, YouTube, native ads
Paid search, lead forms, email, retargeting
Attribution Window
Long-Term (30+ days)
Short-term (<30 days)
If you’re measuring demand gen with the same key performance indicators (KPIs) as lead gen, you’re setting yourself up for disappointment.
These strategies operate on different timelines and serve different roles in the buyer journey.
Let’s say you’re in the B2B SaaS space, and your board wants more pipeline, fast. So, you crank up spend on paid search and run gated ebook campaigns.
You get thousands of leads … and sales team closes almost none of them.
Why?
Because those leads weren’t ready to buy. They downloaded an asset, not because they were in-market, but because they were curious. That’s not a sales-qualified lead; it’s a reader.
On the flip side, if you only focus on brand and never collect contact info or move people into a nurture stream, your pipeline may dry up altogether.
Misalignment here causes poor return on investment (ROI), frustrated sales teams, and confusion at the executive level.
And CMOs? You’re the one who gets held accountable.
If you’re stuck in the “more leads, less revenue” loop, demand gen might be the missing piece.
Watch for these tell-tale signs:
In these cases, shifting some of your focus (and budget) toward demand gen can help you break the cycle.
It doesn’t mean you stop generating leads. It means you start warming the market, so the leads that come through are higher intent and closer to revenue.
Lead gen isn’t dead. It just needs context.
For mature markets or lower-cost products with short sales cycles, lead gen can still be incredibly efficient.
It’s also useful when:
If your team excels at lead nurturing and you’re using lead gen to support (not substitute) long-term demand creation, it can drive fast, measurable results.
Just don’t treat it as a long-term growth strategy in isolation.
This isn’t a zero-sum game. The smartest CMOs know how to balance both.
Think of demand gen as fueling interest, and lead gen as capturing it. The two should work in tandem.
Start with demand creation: educate, build trust, and generate awareness in the market. Then, as interest builds, use lead gen strategies to convert that attention into a measurable pipeline.
If you’re only doing one, you’re either leaving money on the table or burning through it too fast.
Here’s where many CMOs get tripped up: trying to measure demand generation with lead generation metrics.
Demand generation is more about contribution to the pipeline, not generating immediate conversions.
For demand gen metrics, you’ll want to take a look at:
Meanwhile, lead gen metrics like CPL and MQL-to-SQL rates are better used in a supplementary way, not as the only measure of success.
And let’s be honest: Attribution will never be perfect. As CMOs, don’t expect your marketing teams to attribute each effort with 100% accuracy. You’d be setting them, and yourself, up for failure in the long run.
Buyers today might see a LinkedIn post, hear a podcast, and Google your brand three weeks later. That journey doesn’t show up in a neat linear model.
So, rather than obsessing over pixel-perfect attribution, focus on momentum. Is pipeline velocity improving? Is your CAC going down over time? Are more of the right buyers coming inbound?
Those are the real signals you should be looking for to understand if your demand gen and lead gen efforts are working.
This isn’t about choosing sides on which strategy to focus on. It’s about choosing alignment on how the two will operate together.
If you’re stuck on which to prioritize, ask yourself the following questions:
Start there. Then, audit your current marketing mix.
You might find that 80% of your spend is on lead generation efforts, but 80% of your growth comes from demand generation channels.
Chasing short-term tactics only squeezes out who’s currently in your marketing funnel.
You need to build a system that creates both interest and intent.
The most effective marketing strategies don’t live behind a gate. They live in conversations, videos, buyer communities, and the minds of decision-makers before they ever hit your website.
That’s what demand gen does best: It plants the seed between prospective customers and your brand.
Lead gen has its role, but without demand gen, it’s like harvesting from a field you never watered.
For today’s CMOs, the real challenge isn’t picking one over the other. It’s learning how to weave them together into a strategy that works for your audience, your sales team, and your business goals.
Because real growth rarely starts with a form fill, but it can end with one.
More Resources:
Featured Image: ra2 studio/Shutterstock
Anchor Kris Laudien is out at Detroit CBS owned station WWJ. A CBS spokesperson told TVSpy, “Kris Laudien is no longer with CBS Detroit. We wish him the very best.” […]
Source link
TV personality Stacey Solomon has a very tidy home (as she shares with her millions of followers on social media), and it was recently discovered that she relies on one of the best Cricut machines to achieve her clutter-free cupboards.
Organising a home can be difficult when there are multiple people and pets to manage, and it’s proven that one of the top ways you can get on top of things is by having a designated place for everything to live – and whacking a label on it to make it official (see Marie Kondo’s tips on decluttering your tech).
(Image credit: Stacey Solomon / Cricut)
Today’s best label maker deals
Paid media offers one of the fastest ways to promote a business event and get the right people to take action.
Event campaigns are not just regular ads with a date added. They need a dedicated strategy, setup, budget, and audience targeting to succeed.
From webinars and product launches to open houses and local promotions, you’ll get better results by treating your event like a stand-alone campaign.
Here’s how to approach it with paid search and social ads that drive participation.
Here are common examples of business events that can benefit from paid ad promotion:
For an “event,” we generally look for a special, notable activity outside of normal business, with a limited time for engagement.
Each event should have its own dedicated campaign. This gives you more control over:
Don’t try to squeeze event ads into your evergreen campaigns. Keep it separate so you can measure impact clearly.
A separate budget prevents your main campaigns from losing momentum. Even a small spend focused on urgency and high-intent audiences can produce a strong ROI.
Add event details directly into your ad copy, such as headlines or descriptions in responsive search ads (RSAs), and use the pinning feature to lock critical details into place.
For higher control, create an entirely new custom ad built specifically around the event message.
Use promotion assets in Google Ads for sales-driven events that include a discount or monetary offer.
Double-check each platform’s documentation to confirm which features are available and how they are currently labeled.
Screenshot by author, June 2025
After creating a new campaign for your event and allocating its budget, there are several other factors to consider when promoting events.
Event ads need clear details upfront:
Use direct headlines and don’t leave room for interpretation. Test countdown timers (Google) in your ad copy to build urgency.
Check out Microsoft Ads, which has a great explanation on how the countdown feature works.
If you’re offering discounts or early-bird pricing, clearly state it in both the headline and description.
Below is the Google Ads example of setting this up in a headline and steps to implement.
Screenshot by author, May 2025
The timeline for event promotion is mission-critical. Some events only require a few days of promotion, while others may need weeks or months of preparation.
Plan around three phases:
Also, confirm your ad platform’s scheduling limits. Google ends ads at 11:59 p.m. of the advertiser’s time zone. Some let you choose a specific time (in 24-hour format).
The location targeting will be largely determined by the event’s real, physical location, but there are a few things to consider.
Depending on the density of the customer base, location targeting will vary for each advertiser. Match the event’s scale to your location settings:
For example:
With national targeting, you may want to prioritize budget allocation to major metro areas. Another approach is to review your customer purchase data for trends in revenue or return on investment (ROI) by location.
Your existing keyword list or audience segments may not apply to an event. Build targeting around:
You don’t need to be directly involved in the event to benefit from event-driven ad traffic. You can also capitalize on events related to your business to gain extra exposure.
For example, if a local wedding expo is happening in your area, a florist or event planner can run campaigns targeting attendees who are searching for event services during the show.
This strategy works for:
Set up a parallel campaign with relevant offers or content that aligns with the audience’s mindset during the event.
Event campaigns deserve more than a last-minute or a generic ad slot.
With a strategic approach, they can build brand awareness, generate leads, and leave a lasting impression.
By setting up a dedicated campaign, writing clear and timely messaging, and using specific targeting, you’re setting the stage for better results.
Even if you’re not hosting the event, there are still ways to show up and be seen.
Put your event in the spotlight. When you run it like a pro with paid media, the results speak for themselves.
More resources:
Featured Image: PeopleImages.com – Yuri A/Shutterstock
MarTechCharts regularly highlights data of interest to marketers and marketing operations professionals.
Popular LLMs like Google Gemini and ChatGPT have to get their information from somewhere. There’s a vast amount of information available online, and each LLM uses its own methods to find what it needs to answer the questions user asks in a prompt.
In some ways, LLMs are a lot like traditional search engines. They index websites and then rank the information they find. But the LLMs present the information as an answer, instead of as a list of pages where one can find the answer.
ChatGPT and Gemini rely on different indexing strategies, and therefore, build their knowledge based on different websites.
Google Gemini Pro 1.5 indexes more heavily on Reddit, YouTube and Amazon, according to the study conducted by Semrush (Semrush is the parent company of Third Door Media, the publisher of MarTech.)
ChatGPT 4o relies more heavily on Google, the Semrush study found. That means that, while there is an emerging field of generative engine optimization (GEO) or answer engine optimization (AEO), good old search engine optimization (SEO) still holds a place in the ChatGPT index, because it is central to getting content ranked on Google.
MarTech is owned by Semrush. We remain committed to providing high-quality coverage of marketing topics. Unless otherwise noted, this page’s content was written by either an employee or a paid contractor of Semrush Inc.
Add MarTech to your Google News feed.
About the author
Mike Pastore has spent nearly three decades in B2B marketing, as an editor, writer, and marketer. He first wrote about marketing in 1998 for internet.com (later Jupitermedia). He then worked with marketers at some of the best-known brands in B2B tech creating content for marketing campaigns at both Jupitermedia and QuinStreet. Prior to joining Third Door Media as the Editorial Director of the MarTech website, he led demand generation at B2B media company TechnologyAdvice.
Its cover, now turned yellow, is still boldly stamped with the magazine’s no nonsense wordmark: a version of Queering by Adam Nac, designed to evoke movement, “with the altered ‘N’ to represent a heel, paying tribute to bold queer dancers”, says Việt. The stickers that partly cover it are a visual decision that crosses issues – inspired by club stickers used to cover phone cameras at queer parties to “encourage presence and protect privacy” he says, these decorative editions each represent one collective or organisation and all together “form a snapshot of the city’s queer club scene at the time of the magazine’s production.
The duo like to collaborate with a local designer for each issue to give every edition and every city a unique look and issue two, No One in HCMC and Hanoi, saw Việt and Jeremy team up with Dsuy Nguyễn, a graphic designer based in Ho Chi Minh City. True to Dsuy’s colourful and eclectic style, the second instalment boasts a bold visual language that’s bursting at the seams with unconventional visual decisions – a “chaos, fluidity, softness, and joy” that throws stale Western design aesthetics out the window.
“We also aimed to challenge foreign, eroticised narratives about Vietnam by collaborating with 13 Vietnamese story contributors and diaspora voices to authentically reflect our scene,” Việt shares. No One issue two reveals a scene of local DJs, producers, club owners and event organisers that have “transformed underground nightlife from an imported subculture into a distinctly Vietnamese movement”. Unearthing the origins of the cities’ queer club cultures, one highlight amongst the issue’s content is Where Do We Meet?, shares Jeremy, “a story where a historian maps queer Vietnamese gathering spots from the 1970s to today, challenging the claim that queerness is a Western import”.
The pair initially started the magazine following three important personal reflections: “Queer nightlife offers a safer space for marginalised people to explore their identities and connect with others, queer wisdom transcends spaces, cities, and countries, and queer history hasn’t been well preserved or documented.” These three things were front of mind as they set out to create a printed magazine that would travel from city to city, in order to build what they’ve termed as “a growing time capsule of shared and personal queer identities.”
As for the next part of their adventure after issue two, the editors can’t reveal their next destination yet but they tell us that issue three is sure to be “politically and socially charged”, Jeremy shares. “The place we’re heading faces ongoing injustice against queer, trans, and other marginalised communities. For us, this issue is a way to process, reconcile, and find hope through mourning, dialogue, and dancing.”
This week’s Ask an SEO question comes from Rachel P., who wants to find the middle ground between conversion-focused pages and authority-building content:
“How do I balance content that converts with content that builds brand authority? It feels like my CRO pages don’t rank well, and my blog posts don’t convert.”
It’s hard not to think of your marketing in parts. There’s the part of the strategy that focuses on brand awareness, while another aspect focuses on conversions or whatever key performance indicator.
That might be how you’ve been taught to do marketing, but that’s not how marketing actually works, in my opinion. I know that’s a contentious statement. I’ll do my best to back it up.
All of your marketing should work together to present a unified process that supports itself at each step of the way. Everything should work together harmoniously.
The question here almost assumes they don’t. We have efforts, or in this case, content meant to build authority and content that’s meant to convert, etc. What if we just had content?
Instead of siloing all of our efforts, what if we looked at it all as being about “generating momentum”? Producing a certain level of brand inertia and energy that could be captured or bottled up.
What if we looked at it as a process across multiple touchpoints, pages, and platforms (many of which are offline) of deepening the connection between our brands and our audience or consumer?
In that framework, it’s more about ensuring you give your audience the opportunity to move further down the rabbit hole than it is about “ranking your conversion” pages.
To me, the notion of “getting our conversion pages to rank” is more aligned with how you work and far less aligned with how your audience works.
You want to give your audience “access” to convert or reinforcement to convert as they feel connected and engaged with you.
The connection and sense of engagement are what drive conversion. To paraphrase baseball legend Yogi Berra, conversions are 90% about connection; the other half is product or service awareness.
In simple terms, I would focus more on how to build yourself up and engage an audience than on worrying about how to balance conversion rate-optimized content and informational content.
If your audience is engaged with your informational content and no one cares about your landing pages, who cares if the latter ranks well?
Use the blog to reinforce your offering. If that’s where people want to engage you, then engage them there.
Throw a banner up on the side of the blog. Include a call to action here or there. Add screenshots and tie the content into your product (naturally), etc.
Meet your audience where they are engaged and connected to you, and guide them to details on your offering from there.
This means I wouldn’t worry about balancing content and ranking. I’d worry about, “How do I engage my audience and remind them at the right time of my offering? How do I ensure that if they are engaged and want to move things forward, they have the access they need to be able to do that?”
Instead of building out two separate sets of pages in this case, think of them as one thing.
Authority and trust create a connection. Connection is the straw that mixes the drink. It’s what takes what might be a sterile statement about your brand’s offering and makes it intriguing.
Often, I find marketers think of this in reverse order: “My landing pages will rank or whatever, and then the consumer will see my informational content and be reassured. This reassurance will enable them to convert.”
It’s the opposite. In whatever way, whether it be via social, informational content, or company advocates, people form a connection with you.
This connection emotionally enables them to even consider opening their wallets or recommending your offering, etc. (i.e., conversions).
In my opinion, what you want to do is simply remind and reinforce. In those moments of connection, you want to remind the consumer of your offering, reinforce its value, and ensure they have easy access to it.
YouTubers sometimes do a great job of this. They offer informational value that creates a connection with their audience. Then, they ask you to subscribe (which in and of itself is a conversion).
They will reinforce that connection with additional content, and then, at some point, will mention their product, service, or whatever it is they offer.
They’ll tell you to check out the link in the description (because as I mentioned, you need to offer easy entry points), and take it from there.
I feel it’s more important to engage your audience and ensure that the access to the material you want them to convert with is accessible than worrying about various sets of content with various intents and how they perform.
If your audience is really engaged with your social media content, make sure links are included in your profile and post about your offering. (I like the 80/20 rule here: 80% value-driven content, 20% promotional. I often go 90/10.)
My point is, it’s not about page types. It’s about engaging and connecting with your audience and properly utilizing that connection to make your audience aware of your offering and to make it as frictionless as possible thereafter.
This sort of dichotomy between areas of marketing and aspects of your marketing strategy works for what I call the “old web.” To be honest, it didn’t work as well as we all bragged about on the “old web” either.
Regardless, I see the “new web” as being about success by refinement. In this era of the web, having a consistent message and presence that creates a strong and demarcated identity matters most.
We’re in a web environment where there has to be a strong connection to the audience if you expect them to notice you and purchase from you.
That means taking better advantage of opportunities to create pathways to products within those moments of audience engagement – not separate and siloed conversion paths.
It also means pushing product pathways in a far less aggressive and inorganic way as well, but that’s a conversation for another day.
More Resources:
Featured Image: Paulo Bobita/Search Engine Journal
Last October, when Sam’s Club opened the doors to its first store without checkout lanes in Grapevine, Texas, chief finance officer Todd Sears was on site. He saw firsthand how the all-digital approach could push members to embrace its Scan and Go technology and give employees more time to teach shoppers how to use the technology hands-on.
“There was a couple, probably in their 70s, who couldn’t figure out how to do it; and so I approached them, and literally, the the guy handed me his wallet, his credit card, his phone,” Sears said at the Evercore Consumer and Retail Conference in New York City on June 11. “The smile he got on his face when he scanned and was able to just slide his finger and check out, it was priceless. That happens every single day in that club.”
Removing the checkout lanes, so far, is just an experiment at the store in Texas that serves as a testing ground for the Walmart-owned retailer’s new technology. Sears said the company has not decided to take all registers out of all clubs, though he added that taking a group of investors to that club may have created a misperception that that was the plan. He said some customers may still need or want a checkout lane.
The company also plans to bring this same checkout experience to a Tempe, Arizona Sam’s Club opening in early August, as well as some stores undergoing remodels, according to a Sam’s Club spokesperson.
“As we remodel clubs, just like we did in Grapevine, we will look at the member base, we will talk to them, we will look at the environment, and we will make those decisions,” Sears said. “I also think if we fast forward into the future, if you go far enough, there probably is no register. It’s just a matter of timing and how you navigate through that.”
The Grapevine location incorporates both the retailer’s Scan and Go technology as well as exit arches that use computer vision to scan items in customers’ carts to avoid manual receipt checking. Both are used at other locations throughout the country, but those stores still offer registers as a payment option alongside Scan and Go. Sam’s Club members have been using the Scan and Go app since 2016, which allows them to scan the barcode of each item in their cart, and then pay within the app. However, it’s become more popular in recent years, with Sam’s Club saying in 2024 that it has seen a 50% uptick in Scan and Go adoption over the last three years.
But what makes the Grapevine location different is that it replaces registers with a large, open space where the retailer can promote general merchandise, including products only sold online. The company is making a bet that Scan and Go could eventually replace the traditional in-store checkout experience entirely. In concert with the exit arches, the wholesale retailer hopes to save customers time spent waiting in lines at the registers and at the exit.
“We took all those associates who were manning cash registers that had a physical barrier of the belt in between them and the member — we removed that barrier and now they’re engaging with the member,” Sears said.
Analysts say that Sam’s Club move reflects the broader uncertainty retailers have around how customers will react to taking away the checkout lane entirely — even as they embrace mobile points of sale.
“Do you try to lean into a more efficient technology but still leave an option there for someone who either doesn’t like it or needs the help?” said Scott Benedict of Benedict Enterprises, a retail consultant and former Walmart executive.
A good chunk of Sam’s Club members are already familiar with Scan and Go and the exit arches: Scan and Go made up 35% of Sam’s Club’s sales last quarter, up six percentage points from a year before, according to Sears, and 75% of members now walk through Sam’s Club exit arches that rolled out last year.
“That is tremendous growth in a technology that is nine years old,” Sears said. “Covid accelerated Scan and Go because everyone was concerned about that human-to-human contact, and it’s just continued since then.” Competitors have also started to invest in the technology: BJ’s has had a similar app since 2021, and Costco’s CEO last month suggested the retailer was testing its own scan-and-go technology.
Forcing it on all members, however, would risk alienating some of Sam’s Club’s member base at a time when membership is growing. “The wholesale club format is kind of having a wonderful renaissance; you take a risk of, while everything is going wonderfully, alienating a potential segment of the population that just isn’t aligned with that as their sole checkout process,” he said. “That’s the thing that’s a little bit scary.”
The company uses mobile checkout devices for members who prefer to pay in cash or don’t want to use Scan and Go, the Sam’s Club spokesperson told Modern Retail.
Brad Jashinsky, a retail analyst for Gartner, said he would recommend Sam’s Club try it out in stores that have lower app adoption as well as those with higher app adoption, to ensure the system is successful when scaling up.
If successful, Jashinsky argues replacing the register could be beneficial as it would “eliminate a lot of the physical infrastructure and all the maintenance that goes into the self-checkouts, allowing the company to offload that into just app updates that scale, because the customer is bringing their own device.”
The extra space could help Sam’s Club further its e-commerce ambitions, getting more customers onto its app and cross-promoting its online business. Anne Mezzenga, co-CEO of Omni Talk and former marketing head for Target’s concept stores, said the extra space for promoting online items could help Sam’s Club increase its revenue by “extending the aisle” within the stores.
“There’s so much more that people just don’t know about until they see it in a club environment,” Mezzenga said. She also credited Sam’s Club for giving its technology teams the opportunity to test concepts in live stores, despite the risks involved. “Not a lot of other retailers are willing to give their teams the runway to really test this out and learn it.”
The word ‘branding’, once primarily tied to visual identity and communication, has undergone significant changes. In recent years, a brand’s core is no longer just about logo or ad campaigns.
Instead, it’s critically defined by all its digital interactions and online presence. Here, we will explore why digital design, specifically user experience (UX) and user interface (UI), isn’t just a supporting element but a crucial foundation for building and perceiving a modern brand. You may also be interested in my piece on why simplicity matters in UX/UI design.
These logos may be brilliant, but they’re not enough in the digital age (Image credit: Future)
Although a logo continues to be a powerful identifier, it’s progressively becoming a gateway rather than the complete definition of a brand’s essence.
You may like
UX/UI doesn’t just present brand identity; it brings it to life through functional sophistication and visual exactness
Monzo’s simple and clear UX brings customers back for more (Image credit: Monzo)
Positive user experiences encourage repeat engagement
Hota is a brand with great UX (Image credit: Hota)
