Conference article

We are brand: Brand co-creation as an engine for new forms of welfare services

Matteo Colombo
Studio Shift, Italy

Elena Enrica Giunta
Studio Shift, Italy

Paola Papetti
Studio Shift, Italy

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Published in: ServDes2018. Service Design Proof of Concept, Proceedings of the ServDes.2018 Conference, 18-20 June, Milano, Italy

Linköping Electronic Conference Proceedings 150:76, s. 896-910

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Published: 2018-07-05

ISBN: 978-91-7685-237-8

ISSN: 1650-3686 (print), 1650-3740 (online)

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

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