Expertise in brief

Kirsti Lindberg-Repo, adjunct professor and initiator of Design Finland 100 re-thinks the meaning of brands in the debate of the business news magazine Kauppalehti.

“Finnish marketers have great skills and our brands are of high quality. Let’s make this crystal clear in our export projects!”

An intriguing brand always needs to build on differentiation and value. The meaningful attributions cannot, however, be created only through marketing communications: we must never forget to take into account the experience of the customer. Service design and digital brands should always go hand in hand, Lindberg-Repo reminds the reader.