Prof. Mauricy Motta-Filhon alustus hankkeen päätöstilaisuudessa 8.12.2017: What experience does your brand want to deliver to its customers?
The main outcome of this presentation is a greater understanding of the link between service design and branding, and of the importance of delivering brand-aligned service interactions.
Bio: Mauricy Motta-Filho is an Assistant Professor at the chair of Product-Market Relations at the University of Twente. During his Ph.D. in Service Design from the Oslo School of Architecture and Design (concluded in 2017) he developed an approach that bridges Service Design and Branding facilitating the development of brand-aligned interactions - what he calls Service Branding. Core to the Service Branding concept is the idea that the customer's experience with the brand emerges from their experiences during the service interactions, and as such, it is essential to design the service with the Brand Experience Proposition in mind. Furthermore, his research interests also include Design for Service Experience and Experience Innovation. During his career, Motta-Filho has extensively collaborated with industry, and has presented his work in Brazil, Norway, USA, and UK.
Brand New-hankkeen päätösseminaarin ohjelma ja alustusmateriaalit
Ajankohta: 19.10.2017 klo 13-16
Paikka: Futurum, Hanken, Runeberginkatu 10, Helsinki
|13:10||Avainpuheenvuoro: From brands with a heritage to corporate heritage brands, Nicholas Ind, Writer & Partner in Equilibrium Consulting, Norway (Ks. tarkempi kuvaus alla)|
|||Henkilöstöjohtaja brändin johtajana - Kirsi Mettälä, henkilöstöjohtaja, Skanska |
|||Tapiolan Lämmön henki - Lars-Erik Stenbacka, talousjohtaja, Tapiolan Lämpö|
|||Isännöinnin brändimurros - Pekka Harjunkoski, Asiantuntija T&K, Isännöintiliitto|
|15:15||Tutkijoiden puheenvuorot: Kolme oivallusta |
Anne Rindell, Hanken — Virpi Roto, Aalto-yliopisto — Inka Lappalainen, VTT
|15:45||Päätössanat ja julkaisujen lanseeraus|
Nicholas Ind is a writer and partner in Equilibrium Consulting. Nicholas has authored twelve books about corporate image and branding governance, Brand Desire (2016) as the latest one. He has worked on projects for adidas, Telia, Mexx, British Council, Foreign and Commonwealth Office, Unilever, Telenor, The Swedish National Theatre, and Unicef, among others. He is an Associate Professor at Kristiania University College and a Visiting Professor at ESADE, Barcelona and Edinburgh Napier University.