Design as a way of bringing a service brand to life: the design dimension in brand development

Abstract

In the area of marketing and branding, design and the design competencies are frequently seen as ‘supplier(s)’ of product attributes as something to be added to ‘the core’ i.e. the brand itself. As a metaphor design has been constructed as sugar coating. Even though the coat is important it does not make full use of the potential that the design methodologies represent. This article discuss how the area of branding, specifically service branding, can make better use of the potential that design holds and the challenges it brings.