Intersection of branding & service design
Brand Experience Design
Balancing out user and business needs
Martin Jordan and Christian Vatter are researching, publishing and speaking about how to integrate the concepts of brand and service design. While one concept manages expectations the other one manages experiences, we believe that the two should be addressed combined. Results of our work are approaches to manage the brand experience for the benefit of customers as well as for companies.
WORKSHOP SERIES — 2013–2017
A user centric marketing tool
Traditional ways of marketing, especially interruption advertising, is more and more perceived as an annoyance. Marketing of the future needs to both create value for people AND promote business. Service Design regards usefulness, usability and desirability, whereas brand communication is mostly concerned with the promise and very little with its delivery. Combined, the two approaches add up to what we call Brand Services – a “give-away service” that addresses relevant user needs and at the same time conveys a brand message. Instead of just giving a promise Brand Service already deliver on it.
BOOK CHAPTER — 2013
From Image to Experience
The idea behind Corporate Service Design is rather simple. The concept of corporate identity consists of three pillars: corporate design, corporate communication and corporate behavior. While the first two are well established and commonly practiced, corporate behavior is hardly deliberately designed. It mostly happens on a „one-to-many“ level, think in terms of the behavior of a CEO in the media (e.g. Josef Ackermann and the victory sign or the adventures of Richard Branson), or the way a company „acts“ like through a corporate CSR program.
STUDY ON AIRLINE EXPERIENCES — 2014
The Experience Is The Message
Creating better brands through strategic touchpoint design
In a case study we evaluated the brand experience of top European airlines. Based on findings, we designed solutions to orchestrate and optimize touchpoints and create beneficial and brand-supporting experiences. Combining the user-centered design approach and the business-driven marketing technique, brand experiences are designed to both offer maximum value for the user and at the same time convey relevant brand messages and thus serve the business.
Contact & information
Christian Vatter & Martin Jordan
Exploring the interrelation of brand and service design
Christian Vatter is a brand experience consultant and a marketing psychologist. He develops companies through branding, communication strategy, and experience design.
Martin Jordan helps businesses and organisations to create better user, brand and service experiences. Currently he works as a senior user experience designer for Nokia’s HERE unit and connects service innovators at Service Design Berlin.
brand experience design