Designing Brand Evolution Strategies: Co-creating sustained brand value and holistic experience with consumers.

Abstract

In a progressively digitally interactive society, the relationship consumers have with brands is shifting, requiring a deeper understanding of how to co-create brand meanings with consumers. Consumers are utilizing social media to share their experiences with brands, often derailing carefully crafted brand messages. It is becoming increasingly important for brand managers to learn how to effectively evolve their brand to maintain relevancy and flexibility in this ever-changing atmosphere. Understanding consumer perceptions and touchpoints of brand interaction will help brand managers design effective brand evolution strategies. Several theoretical models are examined to help describe the complex system of interactions, particularly those involving virtual experiences. Introduced to help frame this understanding is a new model of the "Brand Interaction Space", which acknowledges that brand meaning and experience is a co-created construct between the organization and the consumer. Through co-creative strategies, brand managers can work with consumers to develop a symbiotic partnership in which both parties derive enhanced brand value. Incorporating "designerly" methods into the brand management structure, as well as creating a centralized brand team to serve as a connective force within the organization, will help align organizations holistically to fulfill a shared vision and brand promise. A heuristic process for implementation is presented.