The first nordic MakerCon conference took place in Oslo between 17th – 18th of October 2014, with AHO well represented at the event. It saw contribution from both alumni students, faculty staff, as well as design researchers from the Institute of Design at AHO.
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.
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.