“UX is a capability, Brand Experience must be created.” In his opening keynote Thomas Marzano will challenge the HCI community to think about Brand Experience instead of User Experience. Tapping from his experience with the new Philips Brand, he will demonstrate us how a company should approach its brand in a holistic way and thus create a better and deeper felt brand differentiation. Thomas firmly believes that putting people at the centre of imagination is the only sustainable way of creating meaningful experiences.
Thomas Marzano is the Global Head of Brand Design at Philips. During his 16 years as a professional creative he has worked in different design disciplines such as user experience design, interaction design, product design, strategic & innovation design, communication design, and brand design. He has been working at Philips Design since 1997 on a variety of award winning projects, including Living Memory, La Casa Prossima Futura and Next Simplicity. At present, Thomas leads the global digital design strategy of Philips and he recently directed the redesign of the Philips Brand Identity, which was launched in 2013.