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Integrating the Product + Brand Experience
Author(s) -
Montague Monty
Publication year - 1999
Publication title -
design management journal (former series)
Language(s) - English
Resource type - Journals
eISSN - 1948-7169
pISSN - 1045-7194
DOI - 10.1111/j.1948-7169.1999.tb00248.x
Subject(s) - product (mathematics) , process (computing) , business , process management , computer science , marketing , brand management , mathematics , geometry , operating system
FROM BRAND VISION to product delivery and use, there are many points of contact in an effective customer encounter. Monty Montague urges managers to weave these into a unified and coherent experience. Given the number of decision makers involved in the process, this is easier said than done. Amplifying his points with examples, Montague suggests approaches for achieving this integration with an emphasis on the contributions design makes to a sensually rich, but holistic, experience.