"Brands & Experiences – Innovating new business opportunities"

Program

0930 Welcome coffee (room Enqvist)

1000 Words of Welcome (Assoc. Prof. Marko Seppänen, Tampere University of Technology)

1010 Design for Brand Recognition (Dr. Toni‐Matti Karjalainen, Research Director, IDBM, Aalto
University School of Economics)

What is the strategic role of product design in managing visual brand recognition, product
development, and product portfolios? The presentation gives a brief review of concepts,
perspectives, and approaches regarding the relationship between the brand and product
design. Examples are shown from different industries, ranging from automobile to
packaging and further to music industry

1100 Experience‐driven innovation (Assoc. Prof. Rick Schifferstein, TU Delft, The Netherlands)

Companies may innovate their business by aiming to deliver specific consumer experiences,
and they may hire designers to create these experiences for their customers. But in what
way does the company need to adapt their innovation process in order to enable
experience‐driven design? The design project will need to fit in the organization: The design
has to fit with the brand positioning and the company image. Experience‐driven design is a
holistic approach: you try to make all different elements of the product design (e.g.,
function, appearance, grip, sounds) support the consumer experience. How is experiencedriven
design organized in companies? How can management support experience‐driven
innovation? This short talk inspires you to participate to the discussion.

1120 How to boost organization to radical change ‐ general discussion how UXUS programme is
tackling the issue; Learning/Co‐creating together & new ways to collaborate

- Company commentaries
- Researchers' perspective

1215 End of seminar

Seminar is free to participate, but in order to organize proper amount of coffee - please register [here].