How do branding and service design fit together? While one manages expectations, the other manages experiences. Combining both approaches allows creating service experiences for the benefit of customers as well as for companies. The concept of ‘Brand Services’ are “give-away services” that address relevant user needs and at the same time convey a brand message. In this talk and hands-on exercise, Christian Vatter shows how creating value for people and promoting business can go hand-in-hand. This talk is also a regular seminar at the „Miami Ad School Europe”.