Consider how customers are effecting the design and branding process.
From the NikeID movie, it is obvious that costumers have a big influence on product/experience design. Interactive design has given costumers the opportunity to create their own designs. In terms of branding, "companies look for ways to connect emotionally with customers," since the success of the brand depends on how the brand is perceived by its audience.
How has consumer behavior has shifted in the past, and will shift because of this recession?
Consumers now buy from companies not only because the products give them certain sense of identity, but because buying is a way of rewarding themselves. We can see this shift right now people buy less pricey brands and those brands that are already positioned.
How does design develop brand truth?
Brand truth is what distinguishes the company from the rest and it is defined by actions (http://www.rbruer.com/tag/brand-truth/).
Is there a difference between producing happiness and producing brand loyalty?
There is no difference between producing brand loyalty and producing happiness. Brand loyalty is the platform on which happiness is produced.
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