To survive in today's complex economies, it is imperative for companies to understand their consumers in terms of how and why they like to use their products. Distinction based on quality no longer provides competitive advantage. Imagineers use design methods to create meaningful experiences that connect consumers to brands, employees to companies and consumers to consumers. This book explains the background of the need for experiences and then focusses on how to design them. Bringing theory into practice for students of tourism marketing, event planning and business, it provides a window into the creative world of Imagineering.
Gabrielle Kuiper is a lecturer at Utrecht University of Arts, the Netherlands. Bert Smit is a lectuer at NHTV University of Applied Sciences, the Netherlands
Introduction Part I: When and Why Imagineering 1. Focus Change in Western Economies 2. From target group to follow group 3. Transition from Brand Marketing to Identity Branding 4. A meaningful experience 5. Thinking in terms of business models Part II: Know-how of Imagineering 6. What are the characteristics of an Imagineer? 7. The work process of the Imagineer 8. Design methods of the Imagineer Part III: I, The Imagineer 9. Warming-up for your right-brain hemisphere 10. I, the Imagineer, learn to understand people, their emotions and behaviour 11. I, The Imagineer, work towards establishing my signature
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