Hans Henrik had written earlier asking, in his post, whether branding = experience design was valid or not. I came across this PDF presentation titled "Creating Engaging Brand Experiences at the Cutting-Edge of Culture, Creativity and Technology" by the Brand Experience Lab, and it articulates very clearly the need for Experience Design with respect to creating and maintaing a brand. Andrew Zolli is mentioned on their Board of Advisors and I like these words from their website,
We work exclusively with clients who:
- Understand the economic value of creating compelling, authentic and relevant brand experiences as a key component of their marketing program.
- Explore the most cutting edge, appropriately applicable tools and technologies that help better create these experiences
They also have a blog called The Experience Economist.