AES New York 2013
Product Design Track Event PD5
Saturday, October 19, 3:15 pm — 4:45 pm (Room 1E09)
Product Design: PD5 - The Power of the Brand
Presenter:Adrian Weidmann, StoreStream Metrics - USA
Abstract:
This session will define "Brand" and explore its power and importance for the commercial success of your product development and/or service—be it a microphone, audio processing software, or recording studio. Developing, defining, and maintaining your brand and its message may the most important "product" you ever develop. This session will explore the power of Brand and outline seven key components to define your brand. The "Brand as Publisher" concept will be introduced, defined, and examples will be presented that can be used to create a meaningful dialog between your customers and your brand across available customer touchpoints—human, mobile, social media, web, and print. Understanding the power of this customer dialog can provide innovative insights for your product design team as well as propel your Brand.
