Share these talks and lectures with your colleagues
Invite colleaguesPractice paper
Bridging brand and experience design
Journal of Brand Strategy,
9
(2),
131-142
(2020)
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
The full article is available to subscribers to the journal.
Author's Biography
Adrian Ho is CEO and a Founding Partner of Zeus Jones, a 13-year-old business innovation and design company built around the belief that brands are defined by the things they do, not the things they say. Their work has been recognised by the American Institute of Graphic Arts (AIGA), Jay-Chiat Awards, Communication Arts, New York Times and Fast Company. They have been featured in a number of books on design and marketing, including Communication Design: Insights from the Creative Industries, Paid Attention: Innovative Advertising for a Digital World, Brandstorm: Surviving and Thriving in the New Consumer-Led Marketplace and Connecting with Consumers: Marketing for New Marketplace Realities. They are recognised within the industry as a pioneer in helping to transform industry thinking and practice for the digital era. Previously Adrian held strategy positions with a variety of other brand advertising firms, including JWT, Anderson & Lembke, Goodby Silverstein & Partners and Fallon. He served on the American Association of Advertising Agencies (AAAA) Account Planning Committee and co-chaired the creation of its international awards programme. Adrian has won numerous industry awards, including Effectiveness in Marketing (EFFIE) and (IPA). He has spoken extensively on modern, digital branding and experience design at conferences worldwide. Additionally, he taught digital marketing as an Minneapolis College of Art and Design (MCAD) Adjunct Professor.
