Brand Romance

1. Front Matter

   Pages i-xi

   PDF

2. Introduction

   1. Introduction

      • Yasushi Kusume, Neil Gridley

      Pages 1-14

3. Know Who You Are

   1. Front Matter

      Pages 15-15

      PDF

   2. Commitment 1: Think of Your Brand as a Person

      • Yasushi Kusume, Neil Gridley

      Pages 17-28

4. Know Your Audience

   1. Front Matter

      Pages 29-29

      PDF

   2. Commitment 2: Understand Short- and Long-Term Needs

      • Yasushi Kusume, Neil Gridley

      Pages 31-42

   3. Commitment 3: Co-Create with People

      • Yasushi Kusume, Neil Gridley

      Pages 43-56

   4. Commitment 4: Understand How People Experience

      • Yasushi Kusume, Neil Gridley

      Pages 57-72

   5. Commitment 5: Measure and Optimize

      • Yasushi Kusume, Neil Gridley

      Pages 73-81

   6. Commitment 6: Introduce a “Love Tester”

      • Yasushi Kusume, Neil Gridley

      Pages 83-92

5. Know What You Will Bring Your Audience

   1. Front Matter

      Pages 93-93

      PDF

   2. Commitment 7: Build a Clear Brand Design Architecture

      • Yasushi Kusume, Neil Gridley

      Pages 95-111

   3. Commitment 8: Continuously Innovate

      • Yasushi Kusume, Neil Gridley

      Pages 113-124

   4. Commitment 9: Give Your Value Proposition the Four Design Drivers

      • Yasushi Kusume, Neil Gridley

      Pages 125-136

6. Know How You Will Bring It to Your Audience

   1. Front Matter

      Pages 137-137

      PDF

   2. Commitment 10: Create a Clearly Recognizable Identity

      • Yasushi Kusume, Neil Gridley

      Pages 139-147

   3. Commitment 11: Embrace the Three Design Principles

      • Yasushi Kusume, Neil Gridley

      Pages 149-157

   4. Commitment 12: Create One Vocabulary for the Whole Organization

      • Yasushi Kusume, Neil Gridley

      Pages 159-168

   5. Commitment 13: Recognize the Maestro and the Virtuoso

      • Yasushi Kusume, Neil Gridley

      Pages 169-179

   6. Commitment 14: Nurture Your Talent

      • Yasushi Kusume, Neil Gridley

      Pages 181-188

For brands to succeed in a competitive environment they need to build a 'loving' relationship with their customers. Brands need to construct an emotional engagement with customers so that they feel genuinely connected to it and what it has to offer. Through 15 steps this books reveals how to use High Design principles to build a truly loved brand.

• brand
• design
• environment
• organization
• organizations

"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>

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.

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