ARTGR510x.Beyond(Behind) Brand Experience

Experience is now at the heart of a brand’s promise.
Jesko Perrey, McKinsey & Company

Brand experience is embedded in a successful brand strategy, not appended.
Damian Ferrar, Interbrand

‘Brand as experience’ is the promise and ‘brand experiences‘ are how that promise is fulfilled.
Jesko Perrey, McKinsey & Company

A brand can be dimensionalized in so many ways to create an emotional, memorable and valuable experience.
Denise Lee Yohn, Author

Audience mindsets are recognized as experiences…shared in communities that increasingly value their peers’ opinions over those of brands.
Damian Ferrar, Interbrand

An integrated Feel and Think experience… is more impactful than just one, Feel or Think.
Bernd Schmitt, Columbia Business School

Brand experiences happen; great brand experiences are intentionally designed and managed.
Denise Lee Yohn, Author

If brands simply meet expectations, then they will become irrelevant.
Damian Ferrar, Interbrand

I don’t think that it’s useful to make a distinction between an experience and a relationship.
Jesko Perrey, McKinsey & Company

<Branding Roundtable 22, Beyond Brand Experience,>



  • Connotative
    For healthy life, people needs to wash hands.
  • Denotative
    Wash your hands!
  • Prototypical
    People is at a public restroom
  • Constructionist
    Sometimes, people forget washing hands at a restroom. For public health, people has to wash hands before come back to work.
  • Categorical
    The slogan “What’s next?” is bigger than the description, “Wash your hands for your healthy life”. Through this difference, People could be curious about the next step, once they are done.

ARTGR510x. Same Fact but Different Narrative though the picture.



Kress and van Leeuwen said that when participants are connected by a vector, they are represented as doing something to or for each other; and that the role of vectors in visual compositions is akin to action verve in language. In this way, visual compositions are narrative – they present unfolding actions and events, processes of change, or transitory spatial arrangements in a sequence of possible arrangement or states of being. (Ch2 Graphic Design Theory. Meredith Davis.)

Shannon and Weaver Model of Communication

In 1948, Shannon was an American mathematician, Electronic engineer and Weaver was an American scientist both of them join together to write an article in “Bell System Technical Journal” called “A Mathematical Theory of Communication” and also called as “Shannon-Weaver model of communication”.

This model is specially designed to develop the effective communication between sender and receiver. Also they find factors which affecting the communication process called “Noise”. At first the model was developed to improve the Technical communication. Later it’s widely applied in the field of Communication.

The model deals with various concepts like Information source, transmitter, Noise, channel, message, receiver, channel, information destination, encode and decode.

ARTGR510X. Reading summary.

  1. Ch1. the way the mind works in Lateral Thinking. 

On this chapter, the author explains about the traditional six ways how the mind works such as code communication, the mind as pattern-making system, self-organizing system, limited attention span, sequence of arrival of information, humour and insight. At the conclusion, the author listed all disadvantages of these 10 system he explained above. Through chapter 1, the author wanted to say the reason why the need for lateral thinking arises.

Once I read this article, I had two question related with his opinions. Why people use traditional mind work such as code communication, even though people know the disadvantage of the traditional way and the needs for “Lateral thinking”? How can designers help the person to make flexible division of their memory through design outcomes?