The surprising and inspiring brand

Gaston van de Laar and Lianne van den Berg-Weitzel

Gaston van de Laar and Lianne van den Berg-Weitzel, from Claessens Product Consultants, discuss how brand design can inspire and involve consumers, now that product experience and presentation are recognised as all-important in a brand's success.

The Surprising and Inspiring Brand

Gaston van de Laar and Lianne van den Berg-Weitzel

A strong brand surprises and inspires and, in doing so, demonstrates its relevance to the modern consumer. The age of advertising as the tool for surprising and inspiring seems to have gone for ever. Product experience and brand presentation provide excellent opportunities for renewing contact with the consumer and underscoring the brand's relevance and vitality.

SURPRISE AND INSPIRATION

In some categories, the brand is dominated by product innovation and the corresponding surprising experience. Here, product performance very much drives perception of the brand. The...

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