Brand Experience Proposition: Bridging Branding and Service Design

Brands exist at the intersection between the meaning proposition made by the organization, and customer’s perceptions. For the company, the brand is a proposition, a promise of a future experience; for the customer, the brand is the outcome of their experiences with the brand touchpoints. Brand and Customer Experience are therefore essentially connected. In that context, Service Design may provide the means to support the development of the interactions through which the customers experience the brand. Conversely, Service Design can also profit from branding’s link to the business strategy. Yet, a gap between Service Design and Branding literature and practice persists. This paper argues for a stronger link between Service Design and Branding, focusing on the means to use of the brand as a guide in the design process. By exploring the relation between Service Design and Branding, this paper introduces the concept of Brand Experience Proposition. Next, a systematic literature review highlights the gap between the disciples. Two case studies presenting the development and utilization of Brand Experience Proposition in Service Design follows, further supporting the concept. Finally, key activities for bridging the gap between the Brand and the Customer Experience are discussed

BRAZILIAN ARCHIVES OF BIOLOGY AND TECHNOLOGY A N I N T E R N A T I O N A L J O U R N A L Influence of Static Magnetic Fields on S. cerevisae Biomass Growth

ABSTRACT Biomass growth of Saccharomyces cerevisiae DAUFPE-1012 was studied in eight batch fermentations exposed to steady magnetic fields (SMF) running at 23ºC (± 1ºC), for 24 h in a double cylindrical tube reactor with synchronic agitation. For every batch, one tube was exposed to 220mT flow intensity SMF, produced by NdFeB rod magnets attached diametrically opposed (N to S) magnets on one tube. In the other tube, without magnets, the fermentation occurred in the same conditions. The biomass growth in culture (yeast extract + glucose 2%) was monitored by spectrometry to obtain the absorbance and later, the corresponding cell dry weight. The culture glucose concentration was monitored every two hours so as the pH, which was maintained between 4 and 5. As a result, the biomass (g/L) increment was 2.5 times greater in magnetized cultures (n=8) as compared with SMF non-exposed cultures (n=8). The differential (SMF-control) biomass growth rate (135%) was slightly higher than the glucose consumption rate (130 %) leading to increased biomass production of the magnetized cell

Contribution a l'etude des correlations existant entre les potentiels evoques somesthesiques et le debit sanguin cerebral

SIGLECNRS T Bordereau / INIST-CNRS - Institut de l'Information Scientifique et TechniqueFRFranc

A Customer Experience-centric Approach to Service Quality

Traditionally, the concept of ‘Service Quality’ (SQ) is de ned as the gap between expectation and perception1. In this article, we present a customer experience-centric approach to service quality that focuses on the impact that service design processes have in delivering a strategically-de ned experience proposition

Influence of static magnetic fields on S. cerevisae biomass growth

Biomass growth of Saccharomyces cerevisiae DAUFPE-1012 was studied in eight batch fermentations exposed to steady magnetic fields (SMF) running at 23ºC (&plusmn; 1ºC), for 24 h in a double cylindrical tube reactor with synchronic agitation. For every batch, one tube was exposed to 220mT flow intensity SMF, produced by NdFeB rod magnets attached diametrically opposed (N to S) magnets on one tube. In the other tube, without magnets, the fermentation occurred in the same conditions. The biomass growth in culture (yeast extract + glucose 2%) was monitored by spectrometry to obtain the absorbance and later, the corresponding cell dry weight. The culture glucose concentration was monitored every two hours so as the pH, which was maintained between 4 and 5. As a result, the biomass (g/L) increment was 2.5 times greater in magnetized cultures (n=8) as compared with SMF non-exposed cultures (n=8). The differential (SMF-control) biomass growth rate (135%) was slightly higher than the glucose consumption rate (130 %) leading to increased biomass production of the magnetized cells.<br>O crescimento da biomassa da Saccharomyces cerevisiae DAUFPE-1012 foi estudado em oito bateladas de fermentação, cada uma exposta aos campos magnéticos contínuos (CMC), à 23ºC (&plusmn; 1ºC), durante um período de 24 horas em um reator duplo com agitação sincrônica. Em cada batelada,um tubo foi exposto ao CMC, com 220mT de intensidade de fluxo, produzidos por imãs de NdFeB fixados diametralmente opostos (N para S) em um tubo do reator de fermentação. Em outro tubo, sem imãs, a fermentação ocorreu nas mesmas condições. O crescimento da biomassa nas culturas (extrato de fermento + glicose 2%) foi monitorado através de espectrometria e correlacionado ao peso seco de levedura. A concentração de glicose nas culturas foi monitorada a cada duas horas e o pH foi mantido entre 4 e 5. Como resultado, a biomassa (g/L) aumentou 2,5 vezes nas culturas magnetizadas (n=8) quando comparadas com as culturas não expostas (n=8). A taxa de crescimento diferencial (CMC-controle) da biomassa (135%) foi levemente maior que a taxa de consumo de glicose (130 %) sugerindo um ganho no processo de produção de biomassa nas células magnetizadas