In order to lend form to identities, relationships and interactions, we need an approach which places the user at the centre, taking advantage of the power of strategic analysis and creative thinking in order to take on complex problems in an ecosystem which is constantly changing.
We have moved from a top-down model to the centrality of the customer and then to questioning about what branding means in the consumer’s era.
The centrality of the consumer thus leads us to see brand strategy as an arena which sees two subjects co-creating meanings, immersed in a continuous dialogue of complex experiences. While customers were traditionally passive targets of sales techniques, in a connected world, both subjects – companies and customers – actively create the commercial value of the products and services.
Branding means lending form to an identity
Branding is the Contruction of relations which are absorbing and which last
Branding is designing coherent and efficient interactions on all channels
We are aided in this task by design: a discipline which has historically characterised branding. It is now beginning to acquire new strategic meaning, becoming, first of all, a creative approach, before being an instrument which lends form to visual identity.
Our approach is halfway between analytical thinking, typical of large organisations, and intuitive thinking, more commonly associated with creative genius, allowing for the design of complex experiences, in line with consumer expectations and market innovations.
How can Design Thinking be useful for branding strategy?