Brand-Transvisuality: on Collaborative Brand Innovation Practices – the Enabling Role of the Visual
Research output: Chapter in Book/Report/Conference proceeding › Book chapter › Research › peer-review
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Brand-Transvisuality : on Collaborative Brand Innovation Practices – the Enabling Role of the Visual . / Nedergaard, Nicky; Michelsen, Anders Ib.
Transvisuality : The Cultural Dimension of Visuality : Volume III: Purposive Action: Design and Branding. ed. / Anders Michelsen; Frauke Wiegand; Tore Kristensen. Vol. III Liverpool : Liverpool University Press, 2019. p. 161-175.Research output: Chapter in Book/Report/Conference proceeding › Book chapter › Research › peer-review
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TY - CHAP
T1 - Brand-Transvisuality
T2 - on Collaborative Brand Innovation Practices – the Enabling Role of the Visual
AU - Nedergaard, Nicky
AU - Michelsen, Anders Ib
PY - 2019
Y1 - 2019
N2 - Co-creation is emerging as a dominant business model for innovation pointing to co(llaborative) practices between firms and customers. These practices typically involve new ideas about firm-customer dialogue, for instance on terms of accessibility/transparency and risk assessment. More recently, the concept of co-creation has been applied to the brand management literature. Co-creation is viewed here as a collaborative approach to the management of brand meaning through firm-customer dialogue, supported by ‘images’ encompassing coded messages, perceptions, and emotions. Traditionally not part of brand research, these views point further to direct involvement of intuitions and imagination. This chapter presents a grounded reflection on how the visual, as a non-representational matter, may support this new venue of collaborative brand (meaning) innovation practices.
AB - Co-creation is emerging as a dominant business model for innovation pointing to co(llaborative) practices between firms and customers. These practices typically involve new ideas about firm-customer dialogue, for instance on terms of accessibility/transparency and risk assessment. More recently, the concept of co-creation has been applied to the brand management literature. Co-creation is viewed here as a collaborative approach to the management of brand meaning through firm-customer dialogue, supported by ‘images’ encompassing coded messages, perceptions, and emotions. Traditionally not part of brand research, these views point further to direct involvement of intuitions and imagination. This chapter presents a grounded reflection on how the visual, as a non-representational matter, may support this new venue of collaborative brand (meaning) innovation practices.
KW - Faculty of Humanities
KW - design, theory of objects, collaborative brand innovation, co-creation
M3 - Book chapter
SN - 9781786941589
VL - III
SP - 161
EP - 175
BT - Transvisuality : The Cultural Dimension of Visuality
A2 - Michelsen, Anders
A2 - Wiegand, Frauke
A2 - Kristensen, Tore
PB - Liverpool University Press
CY - Liverpool
ER -
ID: 187390690