Recently added articles from Design Management Review:
Design as the Catalyst for Business and Brands
Apr 01, 2008; Lockwood, Thomas ... There is no doubt about the interrelation of design, brand building, and business strategy. But what is more interesting is that the methods and techniques to achieve results are moving far upstream, and are as varied as the design solutions themselves. This issue of the Design ...
Insights on Brand and Business Success
Apr 01, 2008; Walton, Thomas ... Strong brands are touted as key to attracting customers and building loyal relationships. This is certainly confirmed in my experience. In a recent adventure to look for a new car, I decided to try a Lexus (one of the lower-end models, lest rumors get started!). I approached the outing with ...
The Designful Company
Apr 01, 2008; Neumeier, Marty ... In a challenging business environment, there is no substitute for having an innovative and distinctive brand expressed in "experiences that rivet minds and run away with hearts." Marty Neumeier identifies how design drives this reality, embracing not only products and services but also ...
The Road to Authentic Brand Is Littered with Design
Apr 01, 2008; Lemley, David ... Sophisticated products, the latest technology, persuasive marketing, and graphics-it is all for naught without an abiding employee commitment to the brand. David Lemley stresses that this internal focus includes crusading leadership, staff engagement in making the brand real, and a culture that ...
Brand Inside Meets Brand Outside
Apr 01, 2008; Speak, Karl D; Hanson, Gilman ... This case study on Argosy University-and the broader lessons it conveys-exemplifies the principle that brand development is an external and internal process. Karl D. Speak and Gilman Hanson discuss their work to determine Argosy's brand ethos, as well as the steps they take leveraging that ...
The Socio-Cultural Role of Brand in Business Value Creation
Apr 01, 2008; Meads, Caroline A A; Sharma, Pradeep ... Blending insights from a diversity of perspectives, Caroline Meads and Pradeep Sharma posit that the benefits of brand can accrue not only to companies and consumers but also to society at large. As they see it, the ultimate brand moves from fostering loyalty and profits to nurturing corporate ...
Embedded Brand: The Soul of Product Development
Apr 01, 2008; Stompff, Guido ... In an intriguing and important question, Guido Stompff asks if a brand's essence can be understood and conveyed intuitively. His positive response is based on research done at Netherlands-based Océ Technologies. In that company, analyses done for different divisions in different years revealed a ...
Experiential Design Drives an Established Brand to a Youthful Market
Apr 01, 2008; Jacobs, Judi; Hackett, Jeff ... State Farm's involvement with teen driver safety is a natural extension of its history with auto safety in general, dating back to the introduction of guard rails and seat belts. Here, Judi Jacobs and Jeff Hackett explore how the company's in-house creative team designed a youth-inspired, ...
How Tangible Is Your Brand?
Apr 01, 2008; Weisnewski, Mary ... From the in-depth audit to the articulation of a brand platform to the day-to-day translation of this framework across a breadth of touchpoints and brand materials, Mary Weisnewski shares the tale of a consulting firm that looked to branding not only as a way to nurture client loyalty and ...
Inventing Brands: Opportunities at the Nexus of Semiotics and Intellectual Property
Apr 01, 2008; Conley, James G; Berry, J Duncan; DeWitt, Laura; Dziersk, Mark ... Organizations seek brands that yield sustainable differentiation as they resonate with consumers and stakeholders. The team of James Conley, Duncan Berry, Laura DeWitt, and Mark Dziersk examine how a clear understanding of the messages and power inherent in the visual dimension of a brand can be ...
Achieving Brand-Driven Business Success
Apr 01, 2008; Birdsall, Connie; Johnston, Neil ... A powerful brand heightens awareness of a product or service and shifts demand in its favor. But unless that brand is part of a coherent brand strategy-and unless the brand strategy in turn is integral to the company's overall business direction-overall performance will be below its potential ....
The Mathematics of Brand Satisfaction
Apr 01, 2008; Rockwell, Chris ... Great design does not, in and of itself, ensure the effectiveness of a brand. What matters, as Chris Rockwell points out, is the interplay between expectations and experience. In this context, he enumerates research methodologies that can be used to distill expectations and recommends that ...
2008 Conferences
Apr 01, 2008; Anonymous ... Brand/Design 20 Conference June 11-13, 2008 Cincinnati, Ohio, USA 33rd DMI International Design Management Conference October 5-8, 2008 Ogunquit, Maine, USA To register or to receive ...