New Concepts for Brand Design in an Inclusive Society
Authors: Stefania Camplone, Giuseppe Di Bucchianico, Stefano Picciani
Abstract: It is clear that the brand has become a construct more complex than a promise, an image or a sign of recognition. It has its own architecture which includes several critical elements and requires strategy and constant attention. Also the role of stakeholders, both internal and external to the brand, has changed in the creation, development and management of the brand itself. It is increasingly moving from a passive rapport to a real and vital relationship. In fact, engagement, collaboration, participation and co-creation, are the newest concepts that are increasingly defining the brand design in all its phases. In addition, the relationship between the introduction of these new concepts and some of the changes that are shaping contemporary society is very close. Indeed, since the contemporary society is primarily expressed through the diversity between individuals - both in terms of physical and psychological abilities and on the social and cultural level - it requires increasing attention and particular practices that ensure participation and social inclusion. The paper offers a consideration on the people’s participation in brand design. In particular, it recognizes and identifies two possible positions: 1) participation as a fundamental tool in the process of brand design, to create a transparent and shared brand; 2) participation as the ultimate goal of brand design project, in order to create place brands able to generate inclusion. Doing so, this paper seeks to outline for the two positions the contribution of the Design for All, which is the "design of human diversity, social inclusion and equality” describing the results of a research developed by “Inclusivo”, Spin Off of d'Annunzio University of Chieti-Pescara, as a concrete case to highlight the innovative aspects of Design for All in the activities of brand design.
Keywords: Inclusive society, Participation, Inclusion, Brand design, Design for All
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