How strategic use of design can increase brand value
The design language is the very DNA of a product and thus defines the brand and its identity. It is not just the physical appearance and the materials, but also the indescribable but recognizable feeling the product evokes. A powerful design is a rare commodity in today’s world, where everything and everyone is programmed to move to the median.
Om Malik • Why great design is timeless
A great brand story, followed by a consistently excellent execution of that story across all customer touchpoints, drives value.
Daniel Langer • The Luxury Trap: Why it’s a Mistake to Define Luxury By Price
sari added
The greatest benefit of a brand strategy based on a prediction is that it naturally spells out the business strategy . The expert patient, the third space, the future of movement – all of these predictions lay out strong parameters for the business itself.
Jasmine Bina • There Is No Brand Strategy Without a Prediction
Keely Adler added
“They dictate business model, product roadmap, UX, values, org chart and so on, in ways that technologies alone cannot. And when brand strategy begets business strategy, there is a beautiful symmetry that only makes both parts stronger.”
Strategy is brain-work – more often than not it’s abstract and invisible, and challenging to articulate. This is the research, analysis, and debate that goes into making decisions, and the data that comes from observations, interviews, user studies, post-its, brainstorms, and mind maps.
Mehmet Aydın Baytaş • Strategy and Tactics in Design
Adam Zeiner added
It also reveals why design is important to creating competitive advantage: design innovates meanings, and meanings make a difference in the market.
Roberto Verganti • Design Driven Innovation: Changing the Rules of Competition by Radically Innovating What Things Mean
Creating a Brand Identity: A Guide for Designers: (graphic Design Books, LOGO Design, Marketing)
amazon.com
The challenge is to connect strategy and tactics.
Mehmet Aydın Baytaş • Strategy and Tactics in Design
Adam Zeiner added