Molecular Inc.’s Brand Persona Work Highlighted in Recent Report from Leading Independent Research Firm

“Molecular’s Brand Personas Help Firms Fill The Brand Experience Void”

A unique practice by interactive agency Molecular, Inc. was recently recognized in the report “Molecular Brings Brand Personas to Life: Build Better Brand Experiences by Correlating Brand Attributes with Design Personas,” Forrester Research, Inc., September 8, 2008. 

In the report, Principal Analyst Ron Rogowski says “Customer experience professionals struggle to create Web sites that support key brand attributes because their organizations often lack a shared definition of the brand. To fill the brand experience void, interactive agency Molecular has developed brand personas that help designers refer to key elements of brand style, map key attributes to relevant personas, and organize information in a way that resonates with client stakeholders.”

The benefit of using brand personas in the Web development process is that it helps companies create Web sites that effectively influence targeted customers and drive business goals.

 “The strongest brands do more than convey an image, they engage customers at both a practical and emotional level,” says Howard Kogan, president of Molecular. “Driven by a passion to deliver real business results, we help our clients create brand experiences online that customers want to be part of — and will remember.”

Molecular’s use of brand personas is just one part of the proprietary process used to help clients extend their brand beyond a catchy headline to online customer interaction that is satisfying and effective.  According to the report, “Forrester expects this practice to proliferate as firms strive to create more immersive, engaging brand experiences on their customer-facing Web sites.”