Section 1 Bullet Journel
>Dissertation–Writing the report
undefined>Section 4-Literature Review:>Principal Findings: Primary Data
The Brand In The Future
To understand how branding will change in the future, the shifts of people’s thought is the vital key to solve the puzzle. In term of the reason, it is because branding is the process to build a brand which is generally designed to serve people, and without a deep understanding of people, the designs are usually considered to be faulty and difficult to understand (Norman, 2013).
Summary of ‘Branding Trends: History of Branding’ @entire
Reference link: A history of the concept of branding: Practice and theory
July 23, 2018
Stage 1.
Meaning: the core idea of branding coming from fire carries intensity of meaning.
Emontion effects: It generates feelings of partisanship and opposition, of power and excitement.
Aim: Demonstrate What the object is? (it announces identity and has the potential for beauty, devotion, and distinction, it draws conformity or arouses criticism and resistance against its domination.)
Stage 2.
Meaning: brand as a sales methods/ business-led branding
Emontional Effects: The perception of the offering
Aim: creating and keeping a positive repute
Stage 3.
Meaning: long-term investment on the meaning of brand
Emontional Effects: Excitement and passionate addherents
Aim: Build brand image(reputation,personality)/brand storytelling
Stage 4.
Meaning: brand evolve from ownership and reputation to brand image, symbolic values, fantasy, and relationship partner.
Aim: Building relationship by studying the customers
Summary of ‘The Brand Gap’ & ‘The Brand Flip’
The focuses of brands have shifted from features to benefits, to experience, to tribal identification. The changing demands of customers seem to be the roots of these changes. As today’s customer want more about meaning, a sense of belonging, and vusrative control over their life stories, brans today should focuse on customer perception-those fleeting experiences and fickle emotions that determine meaning.
T WU (2018)
To consider the influences of macro circumstance, digital technology posted both challenges and benefits. In the recent years, social media, viral, smartphone, tablet, distruption, transpararency and selfie have integrated into our life, just link they are original over there.Therefore, customers in the digital era have fundamentally new ways(touch-points) to connect and interact with brands.
Furthermore, due to this reason, the customer decision making process is also amended to a different journey(Edelman, 2010).
Summary of brnad and customer experience trends
- Brand and Experience are Inextricably Linked
‘In fact, Gartner recently came out with a study that said 89% of executives believe that the primary battleground they are fighting to win on right now is customer experience. ’ - Culture Matters
Prophet’s own research shows that strong brands, experience and culture all go hand in hand.
++ Support :Design council - Content Is King
It’s been a hot topic for some time, but brands are waking up to the ways relevant content can help them cut through the clutter. - Security and Privacy are Part of the Brand Dialog
we believe companies that are transparent about how they are dealing with them will come out on top. It’s even possible to build it into the brand narrative, using it as a driving attribute and point of difference, like Apple, Unilever and even Wells Fargo are attempting. This will enable brands to stand out and stand up as they fight for both relevance and integrity.
If you are not working on customer experience, you are woking on the wrong thing.
Reference: Customer-experience
Improving your existing customer experience and creating new, engaging ways to interact with consumers should be your number one priority.
Reference: Video-Brand experience development
Brand experience development is about getting customers to associate your brand with certain values. Prophet Chief Creative Officer, Peter Dixon, details how to personalize customer experiences to help customers connect with what a brand stands for. It’s time to embrace the development of customer experiences.
- The relationship between brand and experience is one that is becoming tighter and tighter and really create the opportunities for the brand to represent the values in the live of our customers.
- Experience we talk today that are intelligent, smarter, responsive.
