Closing the Brand Gap through Innovation and Design

Existing brands already have certain products and services that generate a particular experience in the mind of custome. However, distortions exist between what the brands what to communicate and what the customer perceive referred to as the Brand Gap.This paper presents a tool to identify innovation and design opportunities through the Brand Gap. The tool aims to help companies narrowing the gap between brand values and customer experience through innovation and design.The study explores different levels for opportunity identification (short, medium and long term) and it suggests that to take an experience perspective, brands can start identifying opportunities based on the Brand Gap.