18 April 2006

Branding in public services: waste of money? [Business Week]

Be the first to share
putting people first
by experientia

Branding public services
Yes, governments and public services are getting up to speed with branding. They have seen that it works for business. They understand that their clientele—citizens—live in a branded world. It would be strange if governments didn’t move with the times. Ignoring branding would be like rejecting the Internet, mobile phones, and globalization.

Or would it? While public bodies have a mandate to work on behalf of “the people,” they have to be responsible with their finances too, demonstrating prudence with the public purse. So can investments in branding programs be justified, or is the public sector merely following a marketing fad? Indeed, is branding even appropriate for public services?

Josef Jurkovic, a partner and director of the Centre for Excellence in Communications in Ottawa, Canada, sees a big difference between branded information campaigns and branding programs for entire departments, agencies and the like.

“The more targeted the audience of a brand, the more chance it has of working. Departments and ministries should stick to simple, basic brands that act as umbrellas for more much stronger sub-brands. Public sector branding is about strong sub-brands. You focus your branding where you have defined audiences.”

Read full story

Be the first to share
Related Article
2 March 2015
Human-centered design should be a CMO’s best friend
The average tenure of a CMO is just 45 months, according to a recent study released by executive recruiting firm Spencer Stuart. Fortunately, for CMOs in need of help, there's an elegant and simplistic process called …
Related Article
1 March 2015
Italian bank offers user-friendly home security kit
The Smart Care unit of the insurance arm of the Italian bank Intesa Sanpaolo has just launched an innovative home security offering. Branded "ACasaConMe" [AtHomeWithMe], the service combines a personalized insurance package and a security kit …
Related Article
23 February 2015
Changing behaviour for a better deal? Not as easy as it sounds
There are many areas of life - e.g. utility providers - where we could be getting a better deal by making what seems to be an easy switch. Behavioural scientist Nathalie Spencer of The RSA …
Related Article
22 February 2015
The Emergence of Law and Behavioural Science: A European Perspective
The Emergence of Law and Behavioural Science: A European Perspective by Anne-Lise Sibony (Université de Liège) and Alberto Alemanno (HEC Paris; NYU School of Law) February 16, 2015 Introductory chapter to the forthcoming book: Nudge and the Law: …
Related Article
16 January 2015
Case study: Service innovation in the public sector
Case study: Service innovation in the public sector Service Design Network site This case study is based on a series of public sector projects commissioned by the Chamber of Commerce in conjunction with local governments in two …
Related Article
16 January 2015
Videos online of Service Design Global Conference 2014
On 7-8 October around 650 global thought leaders and practitioners from sectors such as hospitality, insurance, retail, telecommunications, finance, IT and healthcare gathered in Stockholm for the 7th Service Design Global Conference. Coming from 40+ …
Related Article
16 December 2014
World Development Report 2015 explores “Mind, Society, and Behavior”
WASHINGTON, December 2, 2014 — Development policies based on new insights into how people actually think and make decisions will help governments and civil society achieve development goals more effectively. A richer and more accurate …
Related Article
8 December 2014
Understanding human behaviour to improve mobile research design
Shirley Eadie, founding member and CEO of Pondering Panda, explored some of the idiosyncrasies of the human condition at last month's MRMW Africa conference [Market Research in the Mobile World], in order to help attendees …

We are an international experience design consultancy helping companies and organisations to innovate their products, services and processes by putting people and their experiences first.

1 January 2015
Happy Playful New Year
21 December 2014
Experientia’s Twitter feed live

Experientia has now its own Twitter feed. Four months of Putting People First posts and other links have already been uploaded. If you followed Experientia on Twitter through the feed of its CEO, Mark Vanderbeeken, make sure to now also follow the company (but don’t unfollow Mark, who will keep on tweeting away). And while […]

19 December 2014
Putting People First blog redesigned

Experientia’s Putting People First blog has been redesigned. It is now entirely responsive, allows for easier browsing, searching, and filtering, and features larger images on the posts. The entire history of posts remains accessible as before. We are still tweaking things and welcome any feedback.

27 November 2014
Why the world needs anthropologists – an update

Why the world needs anthropologists – Coming out of the ivory tower Location: Padua, Italy, Centro Culturale Altinate/San Gaetano Date and time: Friday, 5 December 2014, 13:00 – 18:00 Padua, Italy, 5 December 2014 – The second edition of the international symposium of applied anthropologists attempts to erase the boundary between ‘pure’ and ‘applied’ anthropology, […]

30 October 2014
The BancoSmart ATM by Experientia for UniCredit selected for ADI Design Index

Last year Experientia designed the interface of an ATM of UniCredit, a major Italian bank. The interface is now rolled out across the bank’s ATMs in Italy, to great satisfaction of the bank and the customers alike, since interaction speed is much faster and error rates went down dramatically. Last year UniCredit and Experientia also […]

29 October 2014
Experientia at EPIC: UX transforming a financial institution

In September 2014 Experientia gave a presentation on working as UX professionals with financial institutions at the EPIC conference in New York. The paper is now available on the EPIC site in HTML and PDF versions (free registration req’d). Abstract Application of a user-centered approach rooted in ethnographic methodologies facilitates a major European bank’s transition […]

See all articles