Summary and Recommendations for Action

Felix van de Sand, Anna-Katharina Frison, Pamela Zotz, Andreas Riener and Katharina Holl
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Felix van de Sand: COBE GmbH
Anna-Katharina Frison: Technische Hochschule Ingolstadt
Pamela Zotz: COBE GmbH
Andreas Riener: Technische Hochschule Ingolstadt
Katharina Holl: COBE GmbH

Chapter 9 in User Experience Is Brand Experience, 2020, pp 167-171 from Springer

Abstract: Abstract As Paul Watzlawick puts it: “One cannot not communicate.” (Watzlawick, Helmick, & Jackson, 2007, p. 275). As soon as a company enters the market with a product, the product communicates, whether intentionally or unintentionally, on many different channels and levels. Communication between companies and their customers has become a real-time dialogue, while at the same time the number of touchpoints increases. Customer experience and user experience play an important role in the credible communication of a corporate identity. Accordingly, in addition to corporate communication, the design of products and services must also be consciously and specifically aligned with the values of a brand. The story that marketing tells as well as the experiences that a consumer has with a company must match the images, emotions, associations, and memories that the consumer perceives explicitly and implicitly in every interaction with a company’s products.

Date: 2020
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DOI: 10.1007/978-3-030-29868-5_9

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