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Bridging brand and experience design

Author

Listed:
  • Ho, Adrian

    (CEO and Founding Partner, Zeus Jones, USA)

Abstract

While true, the idea that brands are defined by experiences masks a complex set of dynamics that dramatically affects the development of branded experiences. This paper explains the different evolutions of branding and experience design to show how the converged field of brand experience design inherits ideas from each former discipline in non-intuitive ways. The central shift in thinking is that experiences are defined by brands rather than the other way around. A strong brand — one with a clear and compelling purpose, one with a clear set of emotional associations — is essential for a strong brand experience; therefore, branding practitioners and designers must strengthen their brands in order to deliver powerful brand experiences. Contrary to popular opinion, experiences by themselves will do little to strengthen a weak brand. In addition, this paper presents a set of concrete tools and techniques to help brand experience designers build this new thinking into their work.

Suggested Citation

  • Ho, Adrian, 2020. "Bridging brand and experience design," Journal of Brand Strategy, Henry Stewart Publications, vol. 9(2), pages 131-142, September.
    • Handle: RePEc:aza:jbs000:y:2020:v:9:i:2:p:131-142
    as

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    More about this item

    Keywords

    branding; experience design; value; convergence; digital disruption; culture change;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

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