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Strategically Integrated Design – Helping Brands to Keep Their Promises

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  • Krohn Michael

    (Professor and Chair of the “Master of Arts in Design” Course at the Zurich University of the Arts; Co-owner of the design agency FORMPOL AG in Zurich, Switzerland)

Abstract

Many companies incorporate design into their processes much too late and work sequentially instead of in an integrated manner. If, however, the important conceptual, technical or market-relevant decisions have already been made and the product or service is almost ready for launch, then design “cosmetics” will not help much. Design creates images that stick in your mind, and if these images are thought out at the last minute, there’s a risk that they will not optimally promote the overall brand image.

Suggested Citation

  • Krohn Michael, 2015. "Strategically Integrated Design – Helping Brands to Keep Their Promises," GfK Marketing Intelligence Review, Sciendo, vol. 7(2), pages 28-33, November.
    • Handle: RePEc:vrs:gfkmir:v:7:y:2015:i:2:p:28-33:n:6
    DOI: 10.1515/gfkmir-2015-0015
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