Interaction Branding | Lesenswertes
Brand Experience in User Experience Design by Steve Baty
Much has been written in the past decade about the importance of usability and the user experience to customers’ perception of an organization’s brand. Jared Spool’s 1996 article “Branding and Usability” correctly identifies the importance of Web site usability to brand experience and provides evidence that a positive user experience has a direct correlation to positive brand perception. More recently, authors such as Dirk Knemeyer have expanded on this theme:
:: recognizing that both online and offline customer experiences contribute to brand image
:: highlighting the importance of consistency between the customer experience across all touch-points
:: working from the premise that an organization engages in a broad, complex set of interactions with its customers, of which the brand experience portrayed through its Web sites is only one
:: acknowledging the fact that brand is inherently something we can only influence, not control
Defining Brand Concepts
Here are Dirk Knemeyer’s definitions of brand and brand experience, as they resonate strongly with the philosophical framework of my work.
“Brand represents the intellectual and emotional associations that people make with a company, product, or person. That is to say, brand is something that actually lies inside each of us.”
“Brand experience is the strategic approach to compelling people to take productive action through the integrated, coordinated planning and execution of every possible interaction that they have with your company or products.”... read on!
(Excerpt taken from http://www.uxmatters.com/MT/archives/000111.php)
Contact | Legal notice | Privacy | © by Alan Ross, 2009