26/6/2018

The service is the brand - meaning, branding is not some advertising activity that belongs to the marketing team or the agency. Brand is experience and if the service is shitty, the brand is shitty, ergo…

Service design is invisible - if you think service design is a phase in the project, you took the blue pill. Services need to adapt to behavioral changes, which are constants, so Service design is perpetual and invisible.

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