Brand Strategy And The Power Of Design
Design is an essential thinking skill that must be mastered as a strategic business imperative throughout the entire enterprise. Design is not merely a decorative act.
NEW THINKING
Design is an essential thinking skill that must be mastered as a strategic business imperative throughout the entire enterprise. Design is not merely a decorative act.
Not long ago, a popular post was published on the Harvard Business Review site by Dan Pallotta. It was headlined “A logo is not a brand.” That is a familiar enough declaration, and not far from the phrasing I use myself on the subject of brands. I clicked on the link expecting to find a familiar argument. But what I found was very different.
One of the many sidebars to media coverage of the death of Steve Jobs in October 2011 was an old question: Where did the name Apple Computer come from? Lots of speculation has floated by:
Future circumstances, already manifest and surfacing, will demand something wholly new of consumers, and thus of marketers, too, something more than a clever new look to rehab an old approach.
Whether one considers Apple’s iPod, iPad or iPhone or Ty Nant’s bottled water or Giorgio Armani clothing, aesthetics plays an important role in the appeal of brands. Even the appeal of less upscale brands is often driven at least in part by their aesthetics. Consider Dove soap or the Gillette Fusion ProGlide razor or Hershey’s Kisses or the earlier version of the Hyundai Sonata that looked like a Jaguar.