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Mauricy Filho

PhD-fellow

Email
mauricy.filho@aho.no
Website
http://www.linkedin.com/in/mauricyfilho

Biography

Mauricy  Filho is a Service Design PhD Fellow at the Oslo School of Architecture and Design (AHO) developing a research on the role of brand experience for businesses. He has a M.Sc. in Business from UFPE (Pernambuco Federal University – Brazil) where he developed a research on the role of the elements of the marketing mix in communicating the brand identity; and a B.A. in Design from the same institution. His interest in the business related fields cames from early studies in Economic Science, also at UFPE.

His research aims to develop tools to help corporations understand their brand as customer experience proposition, and communicate these propositions to the New Service Development teams so they can, through design, translate the immaterial brand values into tangible (branded) service experiences.

Projects:

Brand Innovation in Service Design|CSI (Centre for Service Innovation)

Publications (1)

2012

Conference paper

The Brand Experience Manual: Addressing The Gap Between Brand Strategy And New Service Development

Customer experience has now become a central arena for competition in services. Companies are working hard not only to develop memorable customer experience, but also to infuse those with brand associations. To be able to transform brand strategy into a service concept capable of delivering a brand-aligned experience, the New Service Develop (NSD) teams need proper brand input... Read »

Posts written by Mauricy (7)

  • Designing for Brand Experience - Introduction

    Customer experiences have for a time now been recognized as the new arena for building competitive advantage, and the role of design in enabling these experiences has been acknowledged. Yet, one topic seems to be elusive in the current discussion about customer experience: What is the experience that the organization wants its customers to have? As it is further explained in the theoretical section of this text, it is proposed that this experience should be a direct expression of the brand, one in which the customer’s, employee’s and organization’s perspective combine to play a role in defining the Brand Experience Proposition.

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    Brandslation and Brand Experience Manual

    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.    

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    Designing for Brand Experience - Theoretical Background

    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.

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    Service Branding and the Extraordinary World of Ordinary Experiences

    As customer experience becomes a central arena for service competition in saturated markets, examples of good service experiences become more common and abundant. We all heard the cases of the Heineken museum, Disneyworld, Apple retailing shops, Starbucks cafes and LEGOLAND. Although all those are great examples of good and thoroughly designed experiences, they don’t make for much of our daily lives.

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  • The Brand Experience Manual: Addressing The Gap Between Brand Strategy And New Service Development.

    ABSTRACT Customer experience has now become a central arena for competition in services. Companies are working hard not only to develop memorable customer experience, but also to infuse those with brand associations. To be able to transform brand strategy into a service concept capable of delivering a brand-aligned experience, the New Service Develop (NSD) teams need proper brand input. Nevertheless, literature and practice suggest that current brand manuals do not address these needs properly. This paper, through an extensive literature review and interviews with practitioners from the fields of Service Design and Branding, proposes the concept of Brand Experience Manual as a way to bridge the gap between brand strategy and the NSD teams. In doing so, it contributes to a better understanding of the status of current brand manuals, the evolution of branding, and advocates for an experiential focus on brand manuals.

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    Developing a Brand Experience Manual for djuice.

    Experience has been one of the hottest topics in marketing for the last years, and a lot has been said about how important it is to deliver a memorable customer experience and how customer experience can drive business growth in a saturated market. Despite all this talk, little has been written about how to integrate brands and experiences, and brand manuals haven’t changed much since the old the corporate identity days.

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    Customer experience in the brand context: branding through services instead of branding of services.

    This text is an adaptation of a presentation given on March 2014. It reports the recent developments on my research on the development of the ‘Brand Experience Manual’ and the ‘Brandslation’ process as an approach to service branding, here defined as “translating intangible brand concepts into customers experience through service interactions”. The text begins by pointing some reasons of the disjunction between branding and customer experience, moving towards introducing academic literature that starts to conciliate the two fields and ends by reporting the current status of our research in the development of the Brand Experience Manual concept as the outcome of the Brandslation process.  

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