‘Nowadays a brand is no longer an instrument of marketing, but it is a symbol for inspiring, meaningfull organisations.’
Susan Klijsen is a researcher within the Cultural and Creative Industries research group and the New Marketing research group. She is a tutor at the Academy for Marketing & Business Management programme at Avans University of Applied Sciences and coordinator of the minor Branding.
Susan likes to think in concepts. As a teacher in branding & innovation, she followed different studies in concepting. Commercial Economics and Master Imagineering in Breda, Retailstyling at the Academie Artemis in Amsterdam and interior achitecture at the Interieuracademie in Utrecht. Recent years Susan studied how to get the most out of a brand concept, therefore she worked together with different strategical agencies to see concept development in practise; Advertising agency Ogilvy in Amsterdam and strategic retailadvice agency Crossmarks in den Bosch.
Research Group: Cultural and Creative Industries
The research group Cultural and Creative Industries investigates the role of artists and designers as creative innovators and drivers of social and economic change. Affiliated researchers analyse the cultural and creative industries from a critical point of view and examine the conditions under which timely forms of aesthetic expression and social connectedness can actually take place within the precarious reality of this field. What economic models are required by artists and designers to create a meaningful practice within the aesthetic, social, and economic intentions of the cultural and creative industries? What skills sets are required for those artists and designers who don’t just want to follow movements, but actually shape novel social and economic models of the future?Read more
‘Disrupting our contemporary society can be a serious design goal.’
‘Our research group investigates the role artists, designers and cultural producers in general can play in developing the aesthetics and poetics of a desirable future.’
‘Well beyond their common characterisation as problem-solvers, designers have a role to play in materialising public engagement with collective concern’
‘As a result of my current research, I ask the students the questions “what is your work” and “what works for you.’
‘Performance is about engaging with versions of the self, stretching the gaze to see what others see when they look at you.’
‘To be able to research something thoroughly, you have to deeply engage, not just look at it from the outside.’
‘Doing research connects my practice with teaching; it strengthens and brings them closer together.’
‘The most difficult and empowering thing as an artist is to stay honest about my work and me. And I'd like to help my students to get there too.’