Merlin Puumann

Brand Manual

Brand Manual is a service design and branding consultancy. Established in 2009 in Tallinn, Estonia, 2013 in Stockholm, Sweden and 2019 in Maastricht, The Netherlands. Service design organizes business or public service from the customer's point-of-view. Historically, the customer's viewpoint was not a priority, as efficiencies were gained by economies of scale and mass communication. Today, however, quality is universal and the customer experience is what sets brands apart. And this difference is reflected in research, where over 92% of people worldwide say that they trust word-of-mouth recommendations from friends and family above all other forms of communication. Brand Manual was founded on the principle, that it makes more sense to invest resources in making products and services inherently better than making them just look nicer. Taking the customer's side in the discussion, allows us to design services and brands that make sense and result in experiences that people appreciate and share. We make them talk about you. /// Winner of the 2016 Service Design Award / Best Commercial Project "Apollo – reinventing the Bookstore"