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. Read more »
The importance of the brand has been recognized in both literature and practice. Brands makes promisses which should be delivered to the customer through touch points. Based on the concept of semantic transformation, this projects proposes to address the research gap in the development of brand based service experiences. More »
This project has been completed
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 ... Read more »
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, ... Read more »