While going through some underused reference materials I found this reference to the Danish Design Centre’s four levels of commitment that clients have to design.
This book was a little more focused on large corporations than I was expecting (eg: they discuss hiring ethnographers to roll out new services to foreign markets), but it had some ideas that really resonated with me. This passage describes my philosophy about brand development nicely:
Experience branding is a company’s effort to be consistent in its value proposition and its expression in every connection to the consumer.
I also marked the comprehensive – but not exhaustive – list of universally valued experiences. Of the 15 presented, I really think wonder, accomplishment, and community have the best potential for my future work.