The Designful Company: How to Build a Culture of Nonstop Innovation is a book by Marty Neumeier. My rating of the book is 4 out of 5 stars.
Part manifesto, part handbook, it’s a lively overview of a growing trend in management design thinking as a business competence. Continue reading
Brand architecture should have five dimensions: brand portfolio, portfolio roles product-market context roles, the portfolio strukcture, and portfolio graphics. While we know five dimensions there are six objectives to be followed if the designing the brand architecture is to achieve a an effective and powerful brand impact (Aaker and Joachimsthaler, 2000, p. 134-135). And the … Continue reading
I presented What the brand architecture is in one of the posts. Similar models of brand relationships spectrum have been presented by others too. In one simple model, in the figure below, we have the spectrum of strong and weak corporate endorsement positions. Figure source: Devlin, 2003, p. 1046 Source: Devlin, James. 2003. Brand Architecture … Continue reading
Every brand manager should be familiar with four basic strategies and nine sub-strategies of brand architecture. With brand architecture companies specify the brands roles and the nature of relationships between brands. The brand relationship spectrum is a tool that offers companies to design a new offering without risking image dilution. Continue reading
the Title: Design and Branding in the Corporations: the role of Design Management the Key Words: Design Branding Design Management Brand Architecture Corporate Identity the Structure: I. Introduction II. Corporate Identity III. Brand Architecture IV. Design and Branding V. Design Management VI. Conclusions Marko Savić I’m exploring & researching the inter-dependence of the business model … Continue reading