Approaches to encounters

Prexel image source Behzad Ghaffarian

Brand is encounters

When we make our choices based on our encounters with any brand; and based on how we perceive the value of that brand to ourselves; and when that brand will have a place in our minds and in our hearts – and in our wallets; then someone has succeeded in brand work.

Someone has also succeeded in service design when structuring and organising information, and setting it available in such way, that it has enabled our interaction and cognition in those encounters.

The “legitimacy” and value of a brand’s existence is based on the state of mind and the circumstances in which each one encounters the brand and recognizes the brand’s value to oneself or to a wider group.

Brand is these encounters. And brand work and service design need to enable these encounters.

In many areas of business, economics and science, and in many areas of life in general, the correctness of many phenomena is based on historical, researched, definitional, identified and accurate facts. Some things, on the other hand – and in fact very many things – for which there cannot be an measurable, unequivocal and authentically recognizable fact, are based on a sufficiently broad consensus.

Design, brand work, marketing, advertising, service design and related areas of business also have a lot of common facts and basis of historical knowledge, research and definitions. But there are also a lot of “isms”, views and opinions, whose value and usefulness live with the ages of times.

On these pages I do not repeat theories or truths others already have presented. I present my own views and opinions instead – as I have personally experienced them in the contexts in which I have been let to be involved. I leave it to you to judge whether it is possible to agree with these thoughts.

Check out these pages for my works. Examples of design, product design, brand creation, service design, storytelling and writing, strategies and concept design

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Timo Keinänen Explorer, service designer, concept designer, art director, strategist, writer and designer.
”I belive that you should be yourself, as all other roles are already taken. If you have the opportunity to express an opinion, express your own.”

Thougths, posts and opinions represent myself only.

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