Bresslergroup’s Ryan Chen and Mathieu Turpault co-wrote a paper published in Journal of Brand Strategy, Vol. 9, No. 4 called, “Visionary Brand Strategies Require Visionary Product Strategies: Centering Product Experience Is Imperative.”
In it they explain that today’s consumers are more likely to develop their own perceptions about brands instead of passively accepting brand-crafted messages. More than ever, these perceptions are developed through product experiences, placing them firmly at the center of the brand experience. The most critical brand impressions — the ones that lead to long-term loyalty — are product experiences rather than brand experiences.
The most critical brand impressions — the ones that lead to long-term loyalty — are product experiences rather than brand experiences.
Ryan Chen, Executive Director of Design and Innovation Strategy, and Mathieu Turpault, Managing Partner, Strategy and Design, wrote the paper based on their combined experience and expertise in design and innovation strategy, product branding, and design. In it, they argue the following: “If brands want to stay relevant in the next five to ten years, they need to learn how to meet these consumers where they already are — at the product experience level.”
Chen and Turpault offer practical steps that brands can take as they rethink their near and long-term product strategy in support of a more powerful, durable, and differentiated brand experience. These include the methods and techniques of Design and Innovation Strategy, a discipline that combines business strategy with consumer insights to anticipate and create robust strategies based on meaningful, future-driven product experiences. Examples include forecasting and backcasting, and identifying relevant megatrends to understand customers’ shifting values.
Bresslergroup is an insight-driven product innovation lab and consulting firm. Our strategists,
researchers, designers, and engineers are trusted by forward-thinking leaders to solve inspiring
design challenges in a constantly evolving product landscape. We drive innovation that fuels
growth in categories ranging from consumer products, including IoT devices, to medical
equipment. Based in the heart of downtown Philly, we partner with U.S. and international clients that range from startups to global brands. Fifty years of product innovation have earned us more than 230 patents and 100 major design awards.
About Journal of Brand Strategy
Journal of Brand Strategy, published by Henry Stewart Publications, is the world’s leading professional and research journal, publishing in-depth, peer-reviewed articles and case studies on all aspects of brands. Guided by a senior Editorial Board, consisting of leading branding experts, each quarterly 100-page issue — published in print and online — provides detailed, practical articles from leading branding professionals on innovative strategies, techniques and trends, together with the latest applied research in branding and detailed analysis of how leading brands are managed around the world. Journal of Brand Strategy does not publish advertising, and all content is peer-reviewed to ensure that it is of direct, practical relevance to those working in the field.