AHO Logo

Brand Innovation in Service Design

Publications (1)


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 »