The document discusses the evolution of branding and selling propositions from the 1950s to present. It begins with the Unique Selling Proposition (USP) focused on physical products in the 1950s. By the 1960s, brands started developing Emotional Selling Propositions (ESP) that created emotional attachments. In the 1980s, the Organizational Selling Proposition (OSP) emerged where the organization or corporation became the brand. By the 1990s, brands had grown so strong that the Brand Selling Proposition (BSP) took over, with the brand being stronger than the physical product. The document provides references for further research on user experience design and methods.

1. Uživatelský výzkum
Aleš a Martin
Testovací laboratoř s oční kamerou
UX jako nová forma selling proposition
K čemu je uživatelský výzkum
Guerilla user testing

2. Uživatelský výzkum
pro user experience design
ALEŠ BROM & MARTIN KOPTA

3. https://www.linkedin.com/pub/ales-brom/7/752/807
https://www.linkedin.com/in/kopta

4. In the 1950s branding belonged to
the USP—the Unique Selling
Proposition. This ensured that the
physical product, rather than the
brand, was the core differential.
By the 1960s we began seeing the
first signs of true Emotional Selling
Proposition (ESP) brands. Similar
products were perceived as different
primarily because of an emotional
attachment. Think of Coke and
Pepsi. The consumer tends to drink
the “label” rather than the cola.
During the 1980s the Organizational
Selling Proposition (OSP) emerged.
The organization or corporation
behind the brand in fact became
the brand. It was the organization's
philosophy that distinguished it
from others. For many years Nike
subscribed to this form of branding.
The internal spirit of the company
was so strong that its employees
became the main ambassadors
for its brand.
By the 1990s brands had gained
enormous strength in their own right,
and the Brand Selling Proposition
(BSP) took over. The brand was
stronger than the physical
dimensions of the product. Think
Harry Potter, Pokémon, Disney,
or M&M’s. The brand name is found
on sheets and toothbrushes,
wallpaper and makeup sets. Books
and movies aside, the consumer
has become more fixated on the
brand than the stories.
LINDSTRÖM, Martin. Brand sense: build powerful brands through touch, taste, smell, sight, and sound.
New York: Free Press, 2005, s. 4. ISBN 0743267842.

5. http://www.dubberly.com/articles/how-do-you-design.html

6. http://www.abookapart.com/products/just-enough-research

7. http://www.nngroup.com/articles/which-ux-research-methods/

8. http://uocontemporarydesign.blogspot.cz/2010/04/design-research-methods.html

9. http://www.sensible.com/rsme.html

10. http://instagram.com/p/kmUV3cPxka/

11. Sister Ray (CC BY NC)
http://www.flickr.com/photos/sister_ray/3662712398/

12. Děkujeme :-)
NASHLEDANOU
@abr011
@martinkopta