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Palgrave Macmillan

Brand Romance

Using the Power of High Design to Build a Lifelong Relationship with Your Audience

ISBN 9781137369000
Publication Date December 2013
Formats Hardcover Ebook (EPUB) Ebook (PDF) 
Publisher Palgrave Macmillan

For brands to succeed in a competitive environment they need to build a 'loving' relationship with their audiences. Brands need to construct an emotional engagement with audiences over time, so that they can make a genuine connection both to the brand and what it has to offer.

Featuring 15 'commitments' Brand Romance reveals how to use High Design principles to build a truly effective brand. High Design goes beyond the usual rational, quantitative measures, to analyse the role that emotion can play in building brand loyalty and to emphasize the importance of the holistic brand experience, so that it is meaningful to everyone from customers to stakeholders. This highly-engaging and readable book integrates business, research and design to explore how to build a long-term and loving relationship with your audience, based upon the principles of clear communication, in-depth understanding, innovation, sharing and nurture.

Yasushi Kusume is Vice President of Brand Design Identity and Experience for Electrolux Group Design and a brand design and design identity expert. His responsibilities include the on-going orchestration and creation process of the design identity for all touch points to create a full brand experience; and driving the development of the organisations design competence relevant to the competitive strength of Electrolux Group Design. Yasushi was Vice President of Brand Design and Creative Direction for Philips Design at Royal Philips Electronics until 2012 April. Recent appointments and speaking engagements include key note speaker at Red dot "Design as a value generator" - workshop at the Designhuis, Eindhoven 2011, Key note speaker at Interbrand Best Global Brands event, Amsterdam 2011, Panel speaker at Corporate Citizen Forum, Harvard 2011, 2013 IF Communication Design Jury.

Neil Gridley is a Design and Innovation Consultant working with businesses at all stages of growth. He has over 20 years experience in consultancy and international business, including user centred design and brand development at Philips, design management at Tesco and as a programme development leader at the UK's national strategic body for design, the Design Council. He has developed successful products, brands and services across industries and sectors, for businesses ranging from start-ups through to global corporations. He is a highly regarded practitioner and often asked to speak on the role of design in business at events, especially through his connections with the Design Council and their Design Leadership Programme.

Know Who You Are
Commitment 1: Think Of Your Brand As A Person
Know Your Audience
Commitment 2: Understand Short And Long-Term Needs
Commitment 3: Co-Create With People
Commitment 4: Understand How People Experience
Commitment 5: Measure And Optimize
Commitment 6: Introduce A 'Love Tester'
Know What You Will Bring Your Audience
Commitment 7: Build A Clear Brand Design Architecture
Commitment 8: Continuously Innovate
Commitment 9: Give Your Value Proposition The Four Design Drivers
Know How You Will Bring It To Your Audience
Commitment 10: Create A Clearly Recognizable Identity
Commitment 11: Embrace Three Design Principles
Commitment 12: Create One Vocabulary For The Whole Organization
Commitment 13: Recognize The Maestro And The Virtuoso
Commitment 14: Nurture Your Talent
Commitment 15: Create A Shared Culture
In Closing


"Brand Romance is the blueprint for harnessing the power of high design and for winning the hearts and minds of your customers."
- Stefano Marzano, Chief Design Officer, Group Management, AB Electrolux
"If you want to learn about how to build a brand and the role that great design can play then you'll 'love' this book. It sets out the do's and don'ts for building great relationships in an engaging and refreshingly readable way, and it is peppered with really good case studies that bring the theory vibrantly to life."
- John Mathers, CEO, Design Council
"This book engagingly and simply shows that human-centred design principles can help us to generate the loyalty, affection and even love between consumers and brands, to drive 21st century corporate success."
- Mat Hunter, Chief Design Officer, Design Council
"This book goes straight to the heart and the head, showing us the science of emotion required to make your brand loved. It is also a master class of how design defines the character and then delivers brand emotions at every opportunity in your customers and your organisation. There's a lot to love about this book."
- Clive Grinyer, Director of Customer Experience, Cisco Consultancy Services
"A beautifully eloquent story of how brands design with the love of the audience in mind, in order to build their audience's love for the brand."
-Andy Payne, Global Chief Creative Officer, Interbrand
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