Brand-Transvisuality: on Collaborative Brand Innovation Practices – the Enabling Role of the Visual

Research output: Chapter in Book/Report/Conference proceedingBook chapter

Standard

Brand-Transvisuality : on Collaborative Brand Innovation Practices – the Enabling Role of the Visual . / Nedergaard, Nicky; Michelsen, Anders Ib.

Transvisuality : The Cultural Dimension of Visuality : Volume III: Purposive Action: Design and Branding. ed. / Anders Michelsen; Frauke Wiegand; Tore Kristensen. Vol. III Liverpool : Liverpool University Press, 2019. p. 161-175.

Research output: Chapter in Book/Report/Conference proceedingBook chapter

Harvard

Nedergaard, N & Michelsen, AI 2019, Brand-Transvisuality: on Collaborative Brand Innovation Practices – the Enabling Role of the Visual . in A Michelsen, F Wiegand & T Kristensen (eds), Transvisuality : The Cultural Dimension of Visuality : Volume III: Purposive Action: Design and Branding. vol. III, Liverpool University Press, Liverpool, pp. 161-175.

APA

Nedergaard, N., & Michelsen, A. I. (2019). Brand-Transvisuality: on Collaborative Brand Innovation Practices – the Enabling Role of the Visual . In A. Michelsen, F. Wiegand, & T. Kristensen (Eds.), Transvisuality : The Cultural Dimension of Visuality : Volume III: Purposive Action: Design and Branding (Vol. III, pp. 161-175). Liverpool: Liverpool University Press.

Vancouver

Nedergaard N, Michelsen AI. Brand-Transvisuality: on Collaborative Brand Innovation Practices – the Enabling Role of the Visual . In Michelsen A, Wiegand F, Kristensen T, editors, Transvisuality : The Cultural Dimension of Visuality : Volume III: Purposive Action: Design and Branding. Vol. III. Liverpool: Liverpool University Press. 2019. p. 161-175

Author

Nedergaard, Nicky ; Michelsen, Anders Ib. / Brand-Transvisuality : on Collaborative Brand Innovation Practices – the Enabling Role of the Visual . Transvisuality : The Cultural Dimension of Visuality : Volume III: Purposive Action: Design and Branding. editor / Anders Michelsen ; Frauke Wiegand ; Tore Kristensen. Vol. III Liverpool : Liverpool University Press, 2019. pp. 161-175

Bibtex

@inbook{4cb40632466b4ceba0cf535a5e85cfeb,
title = "Brand-Transvisuality: on Collaborative Brand Innovation Practices – the Enabling Role of the Visual",
abstract = "Co-creation is emerging as a dominant business model for innovation pointing to co(llaborative) practices between firms and customers. These practices typically involve new ideas about firm-customer dialogue, for instance on terms of accessibility/transparency and risk assessment. More recently, the concept of co-creation has been applied to the brand management literature. Co-creation is viewed here as a collaborative approach to the management of brand meaning through firm-customer dialogue, supported by ‘images’ encompassing coded messages, perceptions, and emotions. Traditionally not part of brand research, these views point further to direct involvement of intuitions and imagination. This chapter presents a grounded reflection on how the visual, as a non-representational matter, may support this new venue of collaborative brand (meaning) innovation practices.",
keywords = "Faculty of Humanities, design, theory of objects, collaborative brand innovation, co-creation",
author = "Nicky Nedergaard and Michelsen, {Anders Ib}",
year = "2019",
language = "English",
isbn = "9781786941589",
volume = "III",
pages = "161--175",
editor = "Anders Michelsen and Frauke Wiegand and Tore Kristensen",
booktitle = "Transvisuality : The Cultural Dimension of Visuality",
publisher = "Liverpool University Press",
address = "United Kingdom",

}

RIS

TY - CHAP

T1 - Brand-Transvisuality

T2 - on Collaborative Brand Innovation Practices – the Enabling Role of the Visual

AU - Nedergaard, Nicky

AU - Michelsen, Anders Ib

PY - 2019

Y1 - 2019

N2 - Co-creation is emerging as a dominant business model for innovation pointing to co(llaborative) practices between firms and customers. These practices typically involve new ideas about firm-customer dialogue, for instance on terms of accessibility/transparency and risk assessment. More recently, the concept of co-creation has been applied to the brand management literature. Co-creation is viewed here as a collaborative approach to the management of brand meaning through firm-customer dialogue, supported by ‘images’ encompassing coded messages, perceptions, and emotions. Traditionally not part of brand research, these views point further to direct involvement of intuitions and imagination. This chapter presents a grounded reflection on how the visual, as a non-representational matter, may support this new venue of collaborative brand (meaning) innovation practices.

AB - Co-creation is emerging as a dominant business model for innovation pointing to co(llaborative) practices between firms and customers. These practices typically involve new ideas about firm-customer dialogue, for instance on terms of accessibility/transparency and risk assessment. More recently, the concept of co-creation has been applied to the brand management literature. Co-creation is viewed here as a collaborative approach to the management of brand meaning through firm-customer dialogue, supported by ‘images’ encompassing coded messages, perceptions, and emotions. Traditionally not part of brand research, these views point further to direct involvement of intuitions and imagination. This chapter presents a grounded reflection on how the visual, as a non-representational matter, may support this new venue of collaborative brand (meaning) innovation practices.

KW - Faculty of Humanities

KW - design, theory of objects, collaborative brand innovation, co-creation

M3 - Book chapter

SN - 9781786941589

VL - III

SP - 161

EP - 175

BT - Transvisuality : The Cultural Dimension of Visuality

A2 - Michelsen, Anders

A2 - Wiegand, Frauke

A2 - Kristensen, Tore

PB - Liverpool University Press

CY - Liverpool

ER -

ID: 187390690