The service is the brand
How can Facebook have two years of scandals followed by evaporating public trust and still grow its user base? How can Airbnb provide a global promise to travelers about hospitality and security when the foundation for the service are deeply local.
We often discuss the services we use every day as design objects or as businesses. But we rarely discuss them as brands with the power to influence and shape our behavior. We need to see and understand the brands that are the services, not only how the services solve problems. Through the lens of brand thinking we can understand how the services holds global appeal and succeed across borders, cultures, genders, ages, public scrutiny, regulations and boredom.
How these services relate to our deeper needs and aspirations is a good way of understanding the success of the companies that make them. It also holds valuable input on how services can be developed faster, simpler and be more effective in the market.