The design of brand-based interactions is not new; service designers have been embedding brand characteristics into touch-points for more than a decade now. Yet, one problem persists: as there is no shared understanding of the experience proposition the brand is making, every new design team will develop service touch-points based on their own understanding of the Brand Experience Proposition; as these different interpretations are embedded in the service interactions, the customer’s experiences with the brand will consequently be inconsistent.
This section describes the theoretical groundings for the research. The first subsection proposes that the experience proposition the organization is trying to deliver to the customers is actually the Brand Experience. Following, Designing for Brand Experience is presented as an approach that enables the translation of Brand Strategy into Customer Experiences through a Semantic Transformation process, operationalizing Service Branding. Finally, in the last subsection, it is suggested that the best way to communicate the Brand Experience Proposition is through the use of a relationship metaphor.
In a way my name says it all. I’m a drone. Identifiable. Gender on my wing, but I am multiple, my rotors, my dirigible versions. I’ve learned to not only understand the image contours of face recognition software evasion masking, but to turn it back on my own policed body, as an agent of the urban skies.
It will soon be spring up here and I see there is yet another scientific report saying the ice is thinning, that since the 1970s this has been a measured pattern and that in the not so distant future the northern passages will be free of ice for navigation in the summer. Cimate change. Changing climates if you ask me! Perhaps I will finally take a trip over to my Canadian relatives. All these changes disturb me though. I nodded off yesterday having read this news and had a strange dream.