Is “Good for You” Good for Your Brand?
DMI News 2nd Opinion
In this diet-conscious environment, marketers must be careful not to confuse product benefits with brand identity. Dustin Langsthreth explores this short-sighted strategy that is in play today.
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Creating a Climate in Which Corporate Designers Can Flourish
DMI Viewpoints
Jeff Mauzy and Richard Harriman, Synectics Corporation claim that by understanding and managing four dynamics of creativity, design managers can increase the chances that their design professionals produce truly valuable work, and can nurture the right "climate" for these activities to exist.
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Redefining “Good design is good business”
DMI Viewpoints
If IBM legend Thomas Watson, Jr. is right that “good design is good business,” why aren’t clients lining up for our services? Michael McPherson, Partner & Creative Director, Corey McPherson Nash however warns that this mantra could be clouding our view of where the value of design actually rests.
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Strategic Design Management in 250 Floors or Less
DMI Viewpoints
Brian Gillespie, Principal, Designing Business examines how some clients do not know what design management is - and provides insights as how consulting services can better incorporate design management services.
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Integrated Design Strategy Management: Challenges & Opportunities
DMI Viewpoints
Inspired by a lively roundtable discussion of 35 design management professionals, Michael Eckersley, PhD, Principal, HumanCentered, shares his observations on design’s increasing strategic importance worldwide – and probes design managers to ask how their influence might be enlarged.
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Using Design to Signify and Clarify Change
DMI Viewpoints
If you don’t create change, your competitors will. If we trust that change will happen, then the best opt ion we have is to embrace and create change that will improve our situation. Aaron Keller, Managing Principal, Capsule, discusses an identity change process of retailer, Byerly.
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An Essential Ingredient for Brand
DMI Viewpoints
How can design, identity, brand management, and marketing find a place in an organization where the brand’s primary representation is driven by individual style? Noreen Aldern, Vice President, Marketing and Brand, U.S. Bancorp Piper Jaffray, provides some insight and answers
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