Brand design for the long term

Bevolo, Marco; Brand, Reon

doi:10.1111/j.1948-7169.2003.tb00337.x

Cited by 7 publications

(6 citation statements)

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“…Uncovering insight into brand evangelism will drive future successes for companies. It is crucial that companies understand how a consumer evolves to become a brand evangelist and in understanding the values, beliefs, and needs of society if they are to create brands that are culturally relevant and can stand the test of time (Bevolo and Brand 2003).…”

Section: Wwwccsenetorg/ijmsmentioning

confidence: 99%

“…Interactions among consumers, culture, and technology will result in new brands which will extend beyond corporate-designed experiences to individual control and the fulfillment of personal values and aspirations (Bevolo & Brand, 2003). However, how do interactions between consumers drive a company's success and specifically what makes consumers developing strong relationships to a particular brand (Matzler, Bidmon and Grabner-Krauter, 2006)?…”

Section: Introductionmentioning

confidence: 99%

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Big Five Personality Traits and Brand Evangelism

Doss¹,

Carstens²

2014

IJMS

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The objective of the study is to understand the relationships between each of the Big Five Personality Traits and the concept of brand evangelism. The hypotheses tested are whether brand evangelism relates to each of the Big 5 Personality Traits consisting of extraversion, openness, conscientiousness, neuroticism and agreeableness. A brand evangelist frequently exhibits a strong desire to influence consumption behavior. The research method of this study was based on the implementation of 528 self-administered questionnaires. The results include descriptive characteristics, Cronbach's alphas, correlations and a multivariate regression model for testing the hypotheses. The results of the overall regression model show significance. Brand evangelism is significantly related to extraversion, openness and neuroticism. Future research is also discussed as understanding these personality traits and what drives individuals with these traits to become brand evangelists can strengthen a company's success with its brand(s).

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Section: Wwwccsenetorg/ijmsmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

Big Five Personality Traits and Brand Evangelism

Doss¹,

Carstens²

2014

IJMS

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“…For example, as an organizational process, High Design (the proprietary approach adopted at Philips Design in the 1991-2011 period) structured projects according to “phases”, namely: an exploratory initiation; specific analysis and futures research to determine socio-cultural values and scenario as anticipation of the future; concept creation; execution; and evaluation (Bevolo, 2016, p. 108, adapted from: Bevolo and Brand, 2003, pp. 34-35). …”

Section: Design Research Outcomementioning

confidence: 99%

Towards mobilizing educators as environmental ambassadors: a design research approach to inspire teachers to advocate sustainable futures

Bevolo

Blaise²

2022

OTH

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Purpose This paper aims to articulates how educators are ideal candidates to become “brand ambassadors”, triggering dormant qualities to influence behavioral change. The study aims at advocating a call for environmental futures by mobilizing pedagogues for changemaking. The research purpose was to deduce insights of real-life experiences when dealing with social influencers. Design/methodology/approach A design research approach was adopted. A sample of educators and students representing two universities of applied sciences was selected for qualitative. An experimental participatory experience was facilitated and observed. Findings This paper provides empirical insights. Design research findings include a persona profile, and an experimental prototype, designed to activate findings for real world impact. The outcome is for impact in the real world. Research limitations/implications The research was conducted locally at a Dutch university of applied sciences, on behalf of a Norwegian commissioner. Therefore, cultural contextual conditions were factored. Practical implications An applicable advice is sketched, tested and shared with non governmental organization’s, institutions or stakeholders who aspire to mobilize and activate educators, turning them into ambassadors for their cause. Social implications This paper aims at contributing and taking a position within the current tensions in academia and in the educational sector, in the light of the2012 San Francisco Declaration of Research Assessment declaration and of the urgency of enabling educators to partake to climate change activism. Originality/value Besides the engaged topic, this paper is uniquely based on a highly experiential, design thinking approach, which was co-created and facilitated in an experimental setting.

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“…From this viewpoint, “visioning” might be also seen as a creative ability with universal predictive ability. Processes equivalent to the description of “visioning” in foresight lie at the heart of those design practices embodied by the higher strategic work that designers historically deliver at both intellectual and consulting levels (Bevolo and Brand 2003);…”

Section: Conceptual Modelmentioning

confidence: 99%

“…From this viewpoint, "visioning" might be also seen as a creative ability with universal predictive ability. Processes equivalent to the description of "visioning" in foresight lie at the heart of those design practices embodied by the higher strategic work that designers historically deliver at both intellectual and consulting levels (Bevolo and Brand 2003); • • Two/five years ahead, focusing scanning, including the domain of "weak signals," where this article will focus, and generatively innovate by means of co-creation and scenario planning, hence articulating an image of the future into storytelling lines that might make a difference, by activation through action.…”

Section: Conceptual Modelmentioning

confidence: 99%

The Potential Role of AI in Anticipating Futures from a Design Process Perspective: From the Reflexive Description of “Design” to a Discussion of Influences by the Inclusion of AI in the Futures Research Process

Bevolo

Amati²

2020

World Futures Review

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The key question behind this article is, How is AI impacting futures research, with particular focus on foresight and design futures? To address such question, this article reports on selected epistemological and methodological traits of design futures research, on the nature of Artificial Intelligence (AI), and the potential impact of AI on the design futures domain, offering a conceptual model as theoretical junction between the domains of foresight and design. Key topics and themes addressed were selectively focused on foresight, design, design futures, weak signals, and their role in relationship with visioning and the image, AI, and a multidisciplinary discussion of how these fields relate to each other. This article is based on desk research and dialogue among the two authors, both profiled professional experts in their respective fields of design futures and AI, with a track of experience both in academic and applied research. Therefore, sources include a rich texture of bibliographic information, combined with selected input from ongoing research activities on AI and related trends, as performed in the professional field.

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Brand design for the long term

Cited by 7 publications

References 0 publications

Big Five Personality Traits and Brand Evangelism

Big Five Personality Traits and Brand Evangelism

Towards mobilizing educators as environmental ambassadors: a design research approach to inspire teachers to advocate sustainable futures

The Potential Role of AI in Anticipating Futures from a Design Process Perspective: From the Reflexive Description of “Design” to a Discussion of Influences by the Inclusion of AI in the Futures Research Process

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