Heuristic for brand artefacts co-design: a computer-mediated proposal

Abstract

Brands undeniably constitute a significant asset for a company and are usually specified in its organisational strategy. Typically, employees are not invited to participate in debates or decisions about branding since they access brand information in a unidirectional way. Many of them do not even know how to convey appropriate messages and fail to recognize the importance of brand consistency. In this paper we propose a heuristic for an interaction structure aimed at brand artefact co-design, through a computer-mediated platform, so that employees may learn about the brand, develop brand knowledge, propose meaningful brand artefacts and manage the evaluation of their peers' proposals. We prepared a non-functional prototype of a Participatory Brand Centre and tested it in focus group sessions with the University of Aveiro's employees. We found that though our proposal is consistent with employees' brand-related needs, authorship is a sensitive issue.