Creating Meaningful Brand Experiences and Producing Customer Happiness

A seminar in the DMI Professional Development Program.

Creating meaningful experiences is the innovation strategy that will result in long-term brand value. The seminar is infused with insights on how to create “disruptive experiences.” Using Clayton Christensen’s theories on disruptive innovation, this seminar will demonstrate how to apply disruption to your brand experience strategy. Designed to help design managers and strategists innovate new experiential offerings, this seminar helps you meet the most pressing need of today’s consumers—the need for meaningful brand experiences.

Over the past 70 years, the number of Americans who say they are very happy has slowly inched down—even as the number of products intended to make people feel good about themselves has exponentially increased. Clearly there is a disconnect between what brands promise and what they deliver. This seminar explains how to overcome the gap between creating products that satisfy customers and actually helping people to be happier. We focus on three areas where brand experiences could be much more effective: understanding how different people experience happiness, how design can impact happiness, and new measurements that can better capture the effect on offerings.

Taught by Dave Norton, Ph.D., principal, lead strategist, Stone Mantel.

Current AIGA members receive a discount on all DMI seminars and conferences. Click here for more information and to register for this event.