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Brand: Developing a Holistic Consumer
Experience
Deadline for Article Proposal: July 2009
Publication: December 2009
How are brand promise and business values being translated into the complete range of customer touch-points? How is brand made a seamless and engaging experience across the design of products, services, interfaces, interactions, exhibits, environments, communications, and engagements with staff? What is the relationship of each of these design elements, how do they support each other, and how should they differ? Can a holistic brand embrace the full range of products and services? How can a holistic brand experience be tested? What kind of expertise needs to be represented on the brand team and at what point does this group join development efforts? What kind of research is needed to succeed in creating a holistic brand experience? What are successful examples of fully integrated brand experiences? How does this strategy contribute to the bottom line and competitive success? What kinds of experiences tarnish the credibility of a holistic brand?
Impact of Social Media on Service and
Product Brands
Deadline for Article Proposal: November 6, 2009
Publication: March 2010
What are the criteria for effective branding in service design? In product design? What research tools allow managers to assess consumer needs and priorities? Which touchpoints and modes of communications reinforce the relationships with customers and strengthen a service brand? A product brand? Which digital experiences can amplify a brand’s presence and value? Which strategies can be exploited to differentiate and maintain the uniqueness of a brand? Who needs to be on the brand design team and how is their work best integrated with that of the service/product design team? How are brand prototypes tested? How can companies facilitate feedback on their brands and how do they respond to that feedback? What in-house expertise is essential to effective brand design and management?
Design and Business Transformation
Deadline for Article Proposal: December 15, 2009
Publication: June 2010
In times of significant change and unprecedented challenges, how is design a resource that can reveal new organizational directions and strategies? How can design help a business reinvent itself? How can design illuminate complex systems, such as healthcare and environmental issues, to discover innovative and successful approaches to dealing with these concerns? What do consultants bring to the nexus of design and transformation? What attitudes and in-house talent and information support design as a catalyst for change? How can design be a vehicle for networking and synthesizing diverse perspectives? How can managers test design-inspired options for business transformation? How do firms evaluate the fit among innovative strategic options and the culture and resources needed to move forward in new directions?
Design Thinking—Design Management
Methods and Processes
Deadline for Article Proposal: March 1, 2010
Publication: September 2010
How are business and design processes related? When do they conflict and when do they complement each other? How have design processes changed over time? What are sources of new ideas and innovation? What are the essential roles in a design team? What communications strategies work best to integrate the wisdom of different disciplines? What is the role of consultants? What are the frontiers in methods and tools? In modeling and rapid prototyping? When is research and user input essential to design success? What techniques generate input most effectively and efficiently? How, in various stages of the design process, can concepts and prototypes be tested?
Optimizing Your Design Resources
Deadline for Article Proposal: June 1, 2010
Publication: December 2010
To ensure long-term success, what kind of support does design thinking, design management, and design need at the executive level? What design resources are essential to have in-house? Are in-house design managers a must? What about in-house designers? What resources are best handled on a consulting basis? What must be done to keep an organization’s design strategies fresh, innovative, distinctive, and effective? Whose voices need to be part of the design team? How should design options be tested? How should feedback and interactive strategies be integrated within an organization’s design vision? What contributions do employees and customers make to design success?
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