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Experience Design: A Framework for Integrating Brand, Experience, and Value by Kevin Farnham, Patrick Newbery

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Chapter 8

Putting It Together

We hope that by this point that there are lights coming on in many readers’ heads about how they should change the way that they look at their business and their customers. We hope that there is some recognition of how experience design presents different ways in which business and design can begin collaborating.

Of course, it is easy for us, as evangelists of this approach, to be deeply familiar with all the nuances and ways of connecting different parts of the frameworks and tool kits. We have seen the need for this way of thinking for some time and have been trying to move our teams, our clients, and our business to be better positioned to put this into action. But before we close the door on this section it’s probably useful to spend a little time trying to wrap the thinking together to help clarify any questions.

In Chapter 4 we introduced a model for thinking about Brand as arising from a business’s strategy, expression of intent, value put into the market, and the engagement people have with the business. We would like to revisit that construct briefly to illustrate how the frameworks and tools we have just shown in the three preceding chapters can be used to integrate Brand, experience, and value.

Figure 8.1 is the diagram that we used to illustrate how the actual experiences people have over time with any business (the circle) is a reflection of all the activities and efforts across the corners of the Brand diamond.

Figure 8.1 Brand as Arising ...

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