Bridging brand and experience design

Adrian Ho
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Adrian Ho: CEO and Founding Partner, Zeus Jones, USA

Journal of Brand Strategy, 2020, vol. 9, issue 2, 131-142

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.

Keywords: branding; experience design; value; convergence; digital disruption; culture change (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2020
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Persistent link: https://EconPapers.repec.org/RePEc:aza:jbs000:y:2020:v:9:i:2:p:131-142

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