Papers by Mauricy Filho
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Biblioteca Digital Brasileira de Computação - Apoio: Sociedade Brasileira de Computação - Realiza... more Biblioteca Digital Brasileira de Computação - Apoio: Sociedade Brasileira de Computação - Realização: Laboratório de Banco de Dados (DCC da UFMG).
A summary of my PhD research which explores two interrelated Service Branding topics: defining th... more A summary of my PhD research which explores two interrelated Service Branding topics: defining the brand proposition, and delivering it to the customers.
1- Although customer experiences have for a time now been recognised as the new arena for building competitive advantage, one topic seems to be elusive in the current discussion about customer experience: What is the experience that the organisation wants its customers to have? As it is further explored in the text, it is suggested that this experience should be a direct expression of the brand. Through the Brandslation process, the text introduces a framework that helps organisations to define their Brand Experience Proposition.
2 - Although design professionals have for more than a decade been embedding brand characteristics in the service interactions, brand manuals have not yet adapted to the design of brand experiences; in that context, service designers have to decode the brand proposition through informal means, many times resulting in the development of dissimilar brand expressions. As such, the text suggests the use of the Brand Experience Manual - as the outcome of the Brandslation process - to bridge this gap, informing the design teams what the Brand Experience Proposition is.
Additionally, the theoretical foundation for the research is presented as the 'Designing for Brand Experience' approach, which can facilitate the design of brand based customer experiences.
lbd.dcc.ufmg.br
Biblioteca Digital Brasileira de Computação - Apoio: Sociedade Brasileira de Computação - Realiza... more Biblioteca Digital Brasileira de Computação - Apoio: Sociedade Brasileira de Computação - Realização: Laboratório de Banco de Dados (DCC da UFMG).
Thesis Chapters by Mauricy Filho
Despite the acknowledgment that brand value emerges from the customer’s experiences, little atten... more Despite the acknowledgment that brand value emerges from the customer’s experiences, little attention has been given to the development of brand-based service interactions. On one hand, service design teams are not equipped with adequate information about the brand experience the brand wants to deliver; on the other hand, branding and marketing teams rarely focus on the development of the interactions through which the customers experience the brand.
This thesis aims to bring Branding and Service Design together, through the De- signing for Brand Experience framework. It proposes a brand-informed approach to Service Design, and at the same time, a customer-experience approach to Branding. In this way it provides an important bridge between the two fields of Branding and Service Design, and does this at both the theoretical and practical level.
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Papers by Mauricy Filho
1- Although customer experiences have for a time now been recognised as the new arena for building competitive advantage, one topic seems to be elusive in the current discussion about customer experience: What is the experience that the organisation wants its customers to have? As it is further explored in the text, it is suggested that this experience should be a direct expression of the brand. Through the Brandslation process, the text introduces a framework that helps organisations to define their Brand Experience Proposition.
2 - Although design professionals have for more than a decade been embedding brand characteristics in the service interactions, brand manuals have not yet adapted to the design of brand experiences; in that context, service designers have to decode the brand proposition through informal means, many times resulting in the development of dissimilar brand expressions. As such, the text suggests the use of the Brand Experience Manual - as the outcome of the Brandslation process - to bridge this gap, informing the design teams what the Brand Experience Proposition is.
Additionally, the theoretical foundation for the research is presented as the 'Designing for Brand Experience' approach, which can facilitate the design of brand based customer experiences.
Thesis Chapters by Mauricy Filho
This thesis aims to bring Branding and Service Design together, through the De- signing for Brand Experience framework. It proposes a brand-informed approach to Service Design, and at the same time, a customer-experience approach to Branding. In this way it provides an important bridge between the two fields of Branding and Service Design, and does this at both the theoretical and practical level.
1- Although customer experiences have for a time now been recognised as the new arena for building competitive advantage, one topic seems to be elusive in the current discussion about customer experience: What is the experience that the organisation wants its customers to have? As it is further explored in the text, it is suggested that this experience should be a direct expression of the brand. Through the Brandslation process, the text introduces a framework that helps organisations to define their Brand Experience Proposition.
2 - Although design professionals have for more than a decade been embedding brand characteristics in the service interactions, brand manuals have not yet adapted to the design of brand experiences; in that context, service designers have to decode the brand proposition through informal means, many times resulting in the development of dissimilar brand expressions. As such, the text suggests the use of the Brand Experience Manual - as the outcome of the Brandslation process - to bridge this gap, informing the design teams what the Brand Experience Proposition is.
Additionally, the theoretical foundation for the research is presented as the 'Designing for Brand Experience' approach, which can facilitate the design of brand based customer experiences.
This thesis aims to bring Branding and Service Design together, through the De- signing for Brand Experience framework. It proposes a brand-informed approach to Service Design, and at the same time, a customer-experience approach to Branding. In this way it provides an important bridge between the two fields of Branding and Service Design, and does this at both the theoretical and practical level.