Type of brand: enabling action, participation
Short history: the arrival of Internet changed consumer behavior: with more knowledge and power to act (e.g. by sharing opinions, stories, experiences, and by buying, selling online) brand owners were forced to change their brands to live up to new expectations (which have an increasingly social dimension as well). Promising pleasure or inviting to belong seemed to be less important, they offered consumers a platform on which they could perform action.
Focus: on user experience and participation
Branding tools: define brand purpose, full scale user experience design, brand platforms
Brand artists: strategic brand consultants and service designers
Velvet Hammer Branding © 2020 | Zoltan BALOGH