AN ESOMAR WORLD RESEARCH FORUM
Brand Experience from an ethnological perspective
Chistophe ReboursAbstract
A brand experience can be said to resemble an organic substance that obscures an unexplored dimension. In order to turn this hidden material into a real asset, it is critical to use a well-defined methodology. Christophe Rebours will present several case studies featuring leading companies. He will show how this methodology has proved successful in developing major innovations that have been nothing short of life-changing.
His presentation will focus on:
- How a user-centered perspective can make it possible to detail the practical and emotional functions of a brand.
- How to leverage ethnology, analyze behavioral changes, and ultimately decipher underlying user expectations.
- How to “storyboard” a brand experience that is both meaningful and exciting for the consumer.
Chistophe Rebours
Christophe Rebours is a graduate of Ecole Boulle and ENSAD, two advanced schools of design research in Paris. Rebours started his career in Germany at Fitch and IP Design, and then worked in Asia for three years for several major consumer electronics brands. When he returned to France, he joined Atelier Cler, where he collaborated with Philippe Starck to design new products for Thomson. In 1995, he joined the Plan Créatif Group as a partner of the Plan Créatif Design division. In early 2002, Rebours founded In Process in partnership with Dragon Rouge with the aim of applying a user-centered design approach to the innovation process.
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