Building stronger brands with sensory driven product design

Mathieu Turpault, Rob Tannen and Bob Welsh
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Mathieu Turpault: Bresslergroup, USA

Journal of Brand Strategy, 2013, vol. 2, issue 1, 6-15

Abstract: The profession of industrial design has evolved and grown more sophisticated over the past few decades. From computer-aided design (CAD) enabling faster and better design processes, to the development and perfecting of visual brand language (VBL) as a strategic driver for design, this discipline has increased its strategic impact and ability to support a company's brand values. Still, the design profession has yet to embrace multi-sensory design fully as an effective way to build better product-based brand experiences. The adoption of sensory driven design is becoming more crucial, given today's rapidly evolving user expectations, and this paper will show how multi-sensory design can build better product and user experiences, thus supporting corporate brand values and messaging. Additionally, the paper will discuss the implications of sensory driven design on business practice.

Keywords: multi-sensory design; multi-sensory brand language; product design; industrial design; product brand building; customer brand loyalty (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2013
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