“Are you a Delia or a Chantelle?” Engaging Stakeholders in Branding Exercises

Taylor, Louise and Yee, Joyce (2007) “Are you a Delia or a Chantelle?” Engaging Stakeholders in Branding Exercises. In: Design and Semantics of Form and Movement, 12-13 December 2007, School of Design, Northumbria University, Newcastle-upon-Tyne.

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This short paper describes the development and implementation of tools and methods used to consult stakeholders in the development of a brand identity for a software development company, and the further refinement of those tools for use in the redesign and branding of a beauty treatment product and its packaging. A cultural probe approach was used in the form of word and image cards (‘Explorer Cards’) to elicit stakeholders’ opinions, emotions and perceptions regarding the project at hand. This method provided the design team with a pragmatic and rapid approach to the elicitation of information from stakeholders with varying degrees of design literacy.

Item Type: Conference or Workshop Item (Paper)
Uncontrolled Keywords: engagement, stakeholders, elicitation, emotion, product, personas
Subjects: W200 Design studies
Department: Faculties > Arts, Design and Social Sciences > Design
Depositing User: Ellen Cole
Date Deposited: 21 Sep 2012 15:14
Last Modified: 17 Dec 2023 13:02
URI: https://nrl.northumbria.ac.uk/id/eprint/9153

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