Revisit: ICDBM 2018


International Colloquium on Design, Branding and Marketing, Hasselt, Belgium, 5-7 Dec 2018; Deadline 30 Jun

4th International Colloquium on Design, Branding and Marketing


Hasselt, Belgium, 5 – 7 December 2018


Experience and value creation in design, branding and marketing

Call for papers: submission date June 30th 2018

The International Colloquium on Design, Branding and Marketing was established to explore aspects of integrative theory and praxis relative to research methodologies, and professional and educational applications that cross perceived boundaries between marketing and design to develop meaningful dialogue relative to complementary approaches in these areas. This includes academic work of merit that spans the areas of branding identity, promotion, product development, retail design, online and/ or multimedia consumer engagement. The 2018 Colloquium aims particularly to focus on aspects of the creative process, exploring interdisciplinary connections between research, practice and teaching. The Colloquium seeks not only to bring people together across disciplines, but also crucially to provide enhanced opportunities for publication.

The 2014 Colloquium led to the edited book Multi-channel Marketing, Branding and Retail Design: New challenges and opportunities (2016), and a special edition of the Journal of Fashion Marketing and Management (2016). The 2017 Colloquium led to a Special issue in the Journal of Retailing and Consumer Services. We are planning for a publication to be associated with the Colloquium, and will announce details later on. The 2014 Colloquium led to the edited book Multi-channel Marketing, Branding and Retail Design: New challenges and opportunities (2016), and a special edition of the Journal of Fashion Marketing and Management (2016). The 2017 Colloquium led to a Special issue in the Journal of Retailing and Consumer Services.

Some key questions which we aim to explore in this colloquium are:

  • How can we explore the possibility of bringing design, branding and marketing research together to come up with innovative ideas for practice, so ‘better’ experiences and more value are triggered or created?
  • What does ‘value’ mean in today’s economy and how does this reflect on research in design, branding and marketing?
  • How do we teach students the notion and creation of experiential value?
  • Are experiences all we need to satisfy today’s customers?


The event is hosted by Hasselt University, Faculty of Architecture and Arts, Belgium. The 4th International Colloquium on Design, Branding and Marketing will be held from December 5 to December 7, featuring presentations by leading academics and practitioners in this field at Hasselt University’s city campus. It will be the first ICDBM conference to be organized outside the United Kingdom, after colloquia held in Lincoln, Nottingham and Bournemouth. In this way, we envisage to open up the international ambition of this community of academics and practitioners in this domain.

The venue of Hasselt University’s city campus is based within walking distance to the city centre of Hasselt, offering extensive retail, hospitality and leisure facilities. Hasselt is easily accessible internationally via Brussels airport, being one hour away from Hasselt by train or taxi. From Liege airport, it is a 30 minutes taxi drive. The Hasselt railway station is within walking distance of Hasselt city centre.

The exact location of Hasselt University’s city campus can be found via this link


Delegates can take advantage of discount rates at local hotels in Hasselt (for more information, check our website at, although many other options are available. As Hasselt is a concise city, all hotels are within easy walking distance to the conference venue.


This two-day colloquium will bring together practitioners and scholarly experts in the areas of design, branding and marketing to share their knowledge and experiences with fellow academics and practitioners. Scholarly, conceptual, empirical and practitioner papers are welcomed, especially those that address the proposed colloquium themes.

Papers may address issues including, but not necessarily limited to:

  • creativity, brand management, identity and co-creation
  • collaborative fusion and / or co-design between marketers and designers, or designers and customers, or marketers and customers
  • sensory aspects of design
  • the creative process in retail and service marketing and design
  • adding or creating value in marketing, retail and / or marketing communications
  • interior and spatial design developments
  • organizational identity and image in services and retail environments
  • e-commerce and online marketing
  • creativity and design for interaction
  • co-creative processes
  • experience marketing, experiential design and design innovations
  • retail design innovation
  • visual) research methodology developments
  • creative design practice-based research: implications for marketing, services, research and teaching


This interdisciplinary colloquium welcomes academic papers from researchers in any field of management, marketing and design studies, and also related areas of the humanities and social sciences. Doctoral students are particularly welcome. The colloquium organizers also extend an invitation for collaborative papers between academics, practitioners and policy makers.

Submission guidelines

Extended abstracts of 1000 words (with up to 6 keywords) and which may include images, will be subjected to a peer review process to be then published in the Colloquium proceedings. Abstracts should be submitted to in the following format:

  • Microsoft Word document, Times New Roman 12 font, double-spaced, justified paragraphs.
  • Margins: 1 inch top, bottom, and sides.
  • Authors’ names and affiliation should be included on a separate page (i.e. title page)
  • Any references should use APA referencing style
  • Images may be included if relevant


The fee for the colloquium is € 400, including a welcome drink, lunches, coffee and tea breaks, and conference dinner.

Key dates

  • Submission of Abstracts: Midnight 30th June 2018 (CET)
  • Notification of acceptance: 14th September 2018
  • Registration opens: July 1, 2018
  • Colloquium: 5th – 7th December 2018

All accepted abstracts will be published in the Colloquium’s proceedings (with ISBN number). A selection of papers presented at the Colloquium will be invited to submit a full paper to be reviewed for publication in a special issue and/or an edited book.

Please submit all abstracts to

Registrations need to be done via

Organising committee


  • Dr. Ann PetermansDr. Katelijn Quartier

Any inquiries about this colloquium can be directed to

Colloquium Chair and Director

Associate Director

Assistant directors

We hope to welcome you to Hasselt in December 2018!