In a packed marketplace, products that work well and look good are no longer enough. Neither is relegating the job of branding to advertising and marketing. Connection needs to be more than surface deep, and product developers have the tools and platform to engage users through immersive branding.
In an article published in the Spring 2013 (Vol. 2 No. 1) issue of the Journal of Brand Strategy, Managing Partner and Director of Design, Mathieu Turpault, explores immersive, or multi-sensory, product branding — the next frontier in product branding. With a slew of emergent technologies, product designers are now able to significantly enrich the user experience.