Tool development & validation for brand manifestation design
R. Yang (TU Delft - Industrial Design Engineering)
H.J. Hultink – Mentor (TU Delft - Responsible Marketing and Consumer Behavior)
Sijia Wu – Graduation committee member (TU Delft - Responsible Marketing and Consumer Behavior)
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Abstract
Nowadays, social media plays an increasingly important role in people’s daily lives. Many brands make use of it and send out different information, for instance, sales, event notifications and sometimes even their position on social issues through platforms like Facebook and Instagram. However, the process of developing these manifestations have many small problems and interaction among stakeholders are not quite efficient. For example, brand designers often come up against difficulties, like lacking references and “endless” adjustment with brand managers. For brand managers, they wish designers to explain the story/strategy behind manifestations and there are no clear criteria to evaluate if a brand manifestation is qualified.
This master thesis explores the possibilities for improving the current process of brand manifestations design in the context of digital platform marketing, specifically for brand designers and managers in the internal branding department, and introduces a series of methods and recommendations for both brand managers and designers. Process of this graduation project is illustrated in the picture on the right. A literature review was conducted at the beginning of the project and from there I decided to focus on brand manifestation design for digital platform marketing. Then I choose the simplified grounded theory method, supplemented by session, as my research methods to explore the context and decide design direction. After research, with common problems and root causes being identified and three ingredients of a good manifestation being decided (balance between “brand fit” & “innovative”, rationales behind visuals, and conveying right massages), I started the ideation phase to develop a series of methods which enable to enhance the experience of brand manifestation design in internal branding department. After idea iteration, conceptualization and two round of validation, three final concepts were developed and a new workflow was created. Future recommendation, as well as discussion, were proposed in the last chapter.