Abstract
The paper investigates the role of brands in new forms of welfare services, introducing the concept of brand co-creation as a mean to bring cohesion, motivation and alignment inside the new networks that underlie these services. Three real cases will illustrate the potential of community branding as an engine of belonging and civic engagement, and thus as a new tool in the hands of designers involved in the development of new generation welfare services.
Keywords
participatory design, branding, visual solutions, co-design, co-production
DOI
https://doi.org/10.21606/servdes2018.12
Citation
Colombo, M., Giunta, E.,and Papetti, P.(2018) We are brand: Brand co-creation as an engine for new forms of welfare services, in Anna Meroni, Ana María Ospina Medina, Beatrice Villari (eds.), ServDes 2018: Service Design Proof of Concept, 18–20 June, Milan, Italy. https://doi.org/10.21606/servdes2018.12
Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License
Conference Track
Research Papers
We are brand: Brand co-creation as an engine for new forms of welfare services
The paper investigates the role of brands in new forms of welfare services, introducing the concept of brand co-creation as a mean to bring cohesion, motivation and alignment inside the new networks that underlie these services. Three real cases will illustrate the potential of community branding as an engine of belonging and civic engagement, and thus as a new tool in the hands of designers involved in the development of new generation welfare services.