Strategically Integrated Design – Helping Brands to Keep Their Promises
Many companies incorporate design into their processes much too late and work sequentially instead of in an integrated manner. If, however, the important conceptual, technical or market-relevant decisions have already been made and the product or service is almost ready for launch, then design “cosm...
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| Format: | Article |
| Language: | English |
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Sciendo
2015-11-01
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| Series: | GfK Marketing Intelligence Review |
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| Online Access: | http://www.degruyter.com/view/j/gfkmir.2015.7.issue-2/gfkmir-2015-0015/gfkmir-2015-0015.xml?format=INT |
| Summary: | Many companies incorporate design into their processes much too late and work sequentially instead of in an integrated manner. If, however, the important conceptual, technical or market-relevant decisions have already been made and the product or service is almost ready for launch, then design “cosmetics” will not help much. Design creates images that stick in your mind, and if these images are thought out at the last minute, there’s a risk that they will not optimally promote the overall brand image. |
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| ISSN: | 1865-5866 |