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Brand: Developing a Holistic Consumer Experience (Vol. 20 No.4)

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Brand: Developing a Holistic Consumer Experience


All agree that a strong brand—one that commands loyalty and trust—is a valuable asset. The challenge is developing and sup-porting that kind of relationship, a relation-ship that can embrace products, services, facilities, packaging, and collateral material, the corporate mission and values, customer service and employee training, websites, blogs, social networking sites, and many other interactions. some of these connec-tions you can touch and see—the display, the banking center, delivery trucks. Others are intangible—a shared commitment to sustainability or the fact that your local Lexus dealer picks up the car when you need service and leaves you a loaner. The essence of branding is weaving all these types of experiences together so that they deliver a coherent and consistent message.



The Media You Own Versus the Media You Rent
Nick Foley and James Cockerille

Platforming: Evolving the Paradigm of Branding 
Valerie Jacobs

Creating a Cultural Point of View: Design for International Brand Translation
Paula Stafford

Invisible Branding
Josh Levine

Mapping the Customer’s Experience Through Brand Design
Michael D’Esposo and Fabian Diaz

Storyboard Your Strategy: Think About, Design, and Measure the Whole Experience
David W. Norton

The Holistic Consumer Experience - Insights from DMI Members
JoeEllen Kames, Audrey Arbeeny, Rich Levy, and Mel Lim

It’s Not What Design Is, It’s What Design Does
Pradeep Sharma and Dean Poole

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