Value of Brand

Derick said: "work in conjunction to communicate the overall brand
philosophy"

Really? What conclusive evidence supports a connection between the various
items and their ability to communicate a 'brand philosophy'? A brand is only
as good as the value consumers align to it. Consumers 'own' the value of a
brand...they control the means to make or break it (with the help/influence
of the company and its products/services). Per the 'diagram' (model of
experience...hmmm, only from the perspective of the brand steward)...at
best, a brand steward can be an influencer. Beyond that, the real
'influence' is at the mercy of all the touchpoints of the company and how
well designed they are to meet 'expectations'.

Certainly having a planned philosophy is important for a consistent 'image',
but to take the leap to align it to experience? Perhaps, but all it takes is
one employee who doesn't 'get it' or one 'broken process' to bring the whole
'philosophy' to its knees.

A brand philosophy is how the business sees itself, not necessarily how the
customer does. It's like academics being impressed with their own puffery -- 
no one outside of their own circles could give a flip.

A great 'brand philosophy' follows a comprehensive business design (which,
hopefully, has a whole strategic alignment to stakeholder touchpoints and
the like). It's an artistic shadow of the shape the business design defines.
A 'brand philosophy' follows the experience and the business design...not
the reverse. Who could create a philosophy without specific scenarios in
mind? Those are the intended experiences...they have to come first.

The 'metric' is whether or not the reality meets the intent.

Brand Stewards would be more successful if they were to focus less on their
'desires' (left) and 'achievements' (right) and focus more on those of the
consumer throughout the organization. The brand takes care of itself when
the other items are cared for (no need for stewards). The model:
justification for a useless role (from the perspective of the consumer).




------------------------ Yahoo! Groups Sponsor --------------------~--> 
Has someone you know been affected by illness or disease?
Network for Good is THE place to support health awareness efforts!
http://us.click.yahoo.com/rkgkPB/UOnJAA/Zx0JAA/ru9rlB/TM
--------------------------------------------------------------------~-> 

- - - - A I G A  E X P I E R I E N C E  D E S I G N - - - -

PURPOSE OF THE LIST:  The objective of AIGA Experience Design is to build an interdisciplinary community of professionals who design for a world in which experiences are increasingly digital and connected. This list has been established as a forum for the exchange of information among community members.

TO VIEW ARCHIVED MESSAGES: visit http://groups.yahoo.com/group/AIGAExperienceDesign

ETIQUETTE: We ask that participants observe common principles of civility and e-mail etiquette in their postings. Specifically, it is more appropriate to challenge ideas than individuals, and the list should *not* be used for personal communications, self-promotion, commercial solicitations or job postings.

JOB POSTINGS: Please post job listings on AIGA Design Jobs http://www.aiga.org/designjobs

TO UNSUBSCRIBE: Send e-mail to [email protected]

MORE INFORMATION: http://experiencedesign.aiga.org
 
Yahoo! Groups Links

<*> To visit your group on the web, go to:
    http://groups.yahoo.com/group/AIGAExperienceDesign/

<*> To unsubscribe from this group, send an email to:
    [email protected]

<*> Your use of Yahoo! Groups is subject to:
    http://docs.yahoo.com/info/terms/