Exploiting the full potential of Guiding Ideas to inspire and coordinate all brandbuilders in Brand Experience design: A Guiding Idea tool

Consumers no longer buy products. They buy brands. The power of a brand lies in what consumers have “learned, felt, seen, and heard about the brand as a result of their experiences through interaction with brand’s touchpoints “(Keller, 2013, p. 69)). The designing of these experiences is called Brand Experience Design.<br/>Brands have become one...