The ascent of interaction design to a critical role in brands is largely due to the changing nature of brands themselves. The new reality of brands is that they’re programs to deliver value through customer interfaces and interactions. They’re no longer the realm of top-down symbols, slogans and promises. In their new mode, brands are more social and cultural than “corporate.” They’re collaborative expressions of companies and their customers, formed in a structured process that builds the brand from the customer up.
Some definitions:
- A brand interface is where the brand works with customers
- A brand interaction is how the brand works with customers
Yes, brands work with customers. The brands that count are working brands, not display brands. They’re brands that roll up their sleeves and team with customers to get things done.
From Interaction design: the new key to brands
