Telling the brand story: Taking potential consumers and retailers on tour

Telling the brand story: Taking potential consumers and retailers on tour

Van den Boom, J.B.H.

Hultink, E.J. (mentor)
Cankurtaran, P. (mentor)

Industrial Design Engineering

Product Innovation Management

Master of Science Strategic Product Design

2012-06-21

Online Platform For Ontour, a clothing brand situated in Eindhoven, an online platform has been designed. The platform acts as a pivot for the brand outings. It inhibits background information on the company’s context. The context consists of the surroundings, the products, the people and the company itself. Each of these pillars are elaborately portrayed in the platform. The platform expresses both the direct and short-term excitement which consumers crave, but also the more long-term subconscious need for brands they can trust and are authentic. Exploring and discovering the brand context As such, the platform provides the opportunity for potential retailers and consumers to explore the brand and its context in full detail. This exploration will lead to the visitor being more engaged in the experience. This explorative brand experience conveys a feeling of discovery and control at the visitor’s side and that will lead to a more genuine and long-term relationship between the brand and the stakeholder. Project Goals The project had three goals: Firstly, the brand identity needed to be defined. Secondly, the perceived brand image needed to be determined. Thirdly these two needed to be brought together. ?By interviewing the brand owners and analysing the full set of existing brand touchpoints a detailed brand identity could be defined. This well-defined brand identity was then assessed by asking consumers and retailers to shed their light on the brand and a selection of five competitors. They were asked to answer questions regarding brand associations, quality and affordability. Factor analysis has led to the conclusion that brand is communication ‘direct excitement’, but not yet ‘genuinely trustworthy’. Trigger A flipbook is designed, which functions as a trigger for people to access the online platform. The cards in the flipbook can also be ripped out, so the experience can be shared with peers. It is a two-step sharing system, that is based on the distribution of the flipbooks to a targeted audience.

branding
clothing
brand identity versus perceived brand image
brand experience
touchpoint orchestration
service
online
platform
Ontour

http://resolver.tudelft.nl/uuid:b4384ae7-73a3-43f1-8ad2-e23633b0046c

Campus only

Student theses

master thesis

(c) 2012 Van den Boom, J.B.H.