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Summary and Recommendations for Action

In: User Experience Is Brand Experience

Author

Listed:
  • Felix van de Sand

    (COBE GmbH)

  • Anna-Katharina Frison

    (Technische Hochschule Ingolstadt)

  • Pamela Zotz

    (COBE GmbH)

  • Andreas Riener

    (Technische Hochschule Ingolstadt)

  • Katharina Holl

    (COBE GmbH)

Abstract

As Paul Watzlawick puts it: “One cannot not communicate.” (Watzlawick, Helmick, & Jackson, 2007, p. 275). As soon as a company enters the market with a product, the product communicates, whether intentionally or unintentionally, on many different channels and levels. Communication between companies and their customers has become a real-time dialogue, while at the same time the number of touchpoints increases. Customer experience and user experience play an important role in the credible communication of a corporate identity. Accordingly, in addition to corporate communication, the design of products and services must also be consciously and specifically aligned with the values of a brand. The story that marketing tells as well as the experiences that a consumer has with a company must match the images, emotions, associations, and memories that the consumer perceives explicitly and implicitly in every interaction with a company’s products.

Suggested Citation

  • Felix van de Sand & Anna-Katharina Frison & Pamela Zotz & Andreas Riener & Katharina Holl, 2020. "Summary and Recommendations for Action," Management for Professionals, in: User Experience Is Brand Experience, chapter 9, pages 167-171, Springer.
    • Handle: RePEc:spr:mgmchp:978-3-030-29868-5_9
    DOI: 10.1007/978-3-030-29868-5_9
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