Blog

05 February, 2023

—Review of Mark Blyth, Austerity: The History of a Dangerous Idea

The first thing that caught my attention was its title. Why the history of ‘development’, why not a history of ‘sustainable development’, that is such a buzzword these in last decades. After reading this book, I’m actually convinced that my subject at the doctoral program should use the word ‘development’ and not ‘sustainable development’. ...

09 February, 2022

The mission of this book, for which it is really hard to say that it is only a business book, is to: "make a difference in shaping organizations and leaders who consider broader responsibilities than the balance sheet." According to authors, to achieve a funky organization we must have the gifts and guts to imagine and work wonders. All this implies risk - total risk - and, at the end of the day, our personal risk. Yes, personal risk. When we wake up next day, we should remind ourselfs that business is not a rocket science. It basically still boils down to making money. Also in Funky Inc.....

04 November, 2016

Thinking, Fast and Slow is the book of the Nobel Prize winner Daniel Kahneman. My rating of the book is 4 out of 5 stars. Short review presents the psychodrama with the two characters, Sistem 1 and Sistem 2. Book shows us, that it’s easier to recognize other people’s mistake than our own, among many other very useful cases and examples. For business, for study and our relationships. Did you know that the formula for marital stability is simply the frequency of lovemaking minus frequency of quarrels? Book contributes heavily to the decision making theory. Although not written primarily for decision makers, this book helps us think better about our decisions. ...

12 May, 2016

How is it possible that children, who have just completed kindergarten are able to build a tower higher than students of business schools? In the game, everything is possible. Very popular game "spaghetti challenge" shows the value and importance of prototypes, which are a key components of design thinking....

05 September, 2012

Ken Robinson in the book The Element: A New View of Human Capacity by Ken Robinson explains that lucky people tend to: + maximize chance opportunities; + listen to their intuition; + expect to be lucky; + have an attitude that allows them to turn bad luck to good; + know how they are intelligent. But, to find their element lucky people had to overcome their personal, social, and cultural “circles of constraints"....

24 August, 2012

Really interesting to find out that this book has only 60 small pages. I don’t know what I actually expected but this was a nice surprise. In the book, there is some really good advice. To remember from this book, in my opinion, is: successful careers are not planned. … But naturally one has to be prepared for it. Even more, if you succeed you should start developing a parallel career....

12 January, 2010

Letters of agreement/offers/contracts/invoices in design business should always be separated in two parts. First part of the offer should be the cost of layout/design development of the agreed solution. The second part of the offer are the costs of the rights of use....

27 September, 2008

My abstract, titled Assessment of the geostrategic position and use of the TEN_T and branch railway lines in Slovenia and its border regions, got accepted to the 9th STS Italia Conference. Theme of the conference is Interesting Worlds to come. Science & Technology Studies facing more-than-human challenges....

21 February, 2023

Review by Marko Savić of the James Lovelocks's book The ages of Gaia: A biography of our living earth. Lovelock's second edition of The ages of Gaia is a response to the criticism of his Gaia theory, to the recognition of which he had to wait for 36 years. As a proud independent scientist, Lovelock followed his scientific instincts and intuition which proved him right, in the end. A remarkable story of an inventor turned into a scientist and a great read in an accessible format. James Lovelock died on 26th July 2022 – his 103rd birthday....

11 November, 2022

Review by Marko Savić of the Mikael Colville-Andersen's book Copenhagenize: The Definitive Guide to Global Bicycle Urbanism. A modern view of urban spaces where significantly more space should be allocated to bicycles (again). It is not a question of which came first, the chicken or the egg, in terms of how to achieve a higher share of cycling. It's about infrastructure, stupid, If I may paraphrase Bill Clinton's famous slogan. Mikael Colville-Andersen writes very radically, but based on numbers, how to get to bicycle-friendly cities. Five out of five stars....

06 August, 2022

Bijker was, according to his own statement in the book, drawn to the science-technology-society (STS) movement already back in the 1970s. The book itself was published in 1995 by the MIT Press. While Bikers was drawn to the STS movement because of its goal to “enrich the curricula of both universities and secondary schools by offering new ways to explore issues such as the risks of nuclear energy, the proliferation of nuclear arms, and environmental degradations”, I was drawn to STS and actor-network approach in particular for my doctoral Environmental Protection interdisciplinary study and research....

22 July, 2022

Background Decisions seems to be the key not only to software and product design but to the prosperity of the whole nations. Why poor nations “get it wrong” was the questions that Robinson and Acemoğlu asked to explain the world inequality. They realised that economics needs “to understand how different types of policies and social arrangements affect economic incentives and behaviour”. Meaning that economics cannot assume that political problems are solved (2013: 68-69). Marc Anderson, an investor with larger returns from investment in Facebook, Twitter, Instagram and Oculus VR (both sold to Facebook) and Skype (Forbes, 2016), has famously wrote an open editorial in the The Wall Street Journal in August 2011, claiming that software is eating the world (Wikipedia, 2016). But this is only business perspective, in the 1999 sci-fi film classic The Matrix,......

02 May, 2016

Golden circle is a pattern discovered by Simon Sinek why some leaders and organizations they lead consistently outperform others. It consists of three circles where the first is, Why you are doing what you are doing; the second is How you do what you do; and the third is What you do....

07 September, 2012

Design and innovation go hand in hand with the financial performance of organizations. Confirmed in the report from the UK's Design Council that design oriented firms in all kinds of industries have outperformed their more-traditional peers. A short example of this is presented with Nintendo's focus on design and creativity of Wii rather than classical research and development....

06 September, 2012

What is it that people in the third world really need? How to solve the transportation problem in the third world? Tata has set the right questions and solve the problem of transport with the successful development of the first true low-priced car in the world....

03 September, 2012

What is worth remembering from the post Business Model Analysis & the Link to Strategy on using Business Model Canvas in large organizations. And lessons learned from why not pick a little bit from different business models to the use of multiple business models and strategic decisions....

04 January, 2012

The WordPress.com stats helper monkeys prepared a 2011 annual report for this blog. Here’s an excerpt: The concert hall at the Syndey Opera House holds 2,700 people. This blog was viewed about 8,400 times in 2011. If it were a concert at Sydney Opera House, it would take about 3 sold-out performances for that many people to see it.  ...

01 January, 2012

I will take at the event that is going on under the slogan: Think Thank&Design Master Classes. Get INVOLVED!, in Hamburg on June 14th, 2011. It is a gathering for brand managers, designers, and developers. There will be an exchange of strategies and technologies, joint by brand consistency in digital all around us. That’s the promise. I’ll report what actually happened. Twitter hash-tag is #brandperfect. The whole event will take place at Hotel East Hamburg at Simon-von-Utrecht Straße 3, 20359 Hamburg. Morning sessions for all include: Where the Brand Breaks (English) with Scott Ewings, Geschäftsführer, Fjord Schrift & Benutzerfreundlichkeit in den Neuen Medien with Dan Reynolds, Schriftdesigner & typografischer Berater,Linotype Ihre Marke im digitalen Raum, discussion mit Alessio Leonardi (Moderator) One Web: Designing for Mobile and the Desktop (Englisch) with Phillip Clement, Marketingleiter, bemoko In the afternoon,......

01 June, 2011

Well, Halvorson said that if you or your organisation has a website, then you are a publisher but I guess my claim could also hold in this web 2.0 times (or are we already 3.0?). One other thing to keep in mind is that this is not a book about web writing. It’s about content strategy – for the web....

17 March, 2011

They say that at this event we are going to design, develop and present a brand new service in just 48 hours. My master plan or my big idea is: automatic production of designed business, academic and financial reports. So I’m quite curious what will be the ideas from other members of the GSJ11 in Rotterdam? And what will be the feedback on my idea/problem/plan? I’ll report how is it going. Probably on Twitter [@marksavic]. Or even will try to make some kind of a presentation. So, please if interested, join me. I’m heading for Rotterdam from Berlin on Friday, March 11. The event is taking place at:Rotterdam University of Applied SciencesSchool of Communication, Media and Information TechnologyPieter de Hoochweg 1293024 BG RotterdamNetherlands The event lasts two full days, till Sunday afternoon, March 13. There......

07 March, 2011

“Studies have shown that design-oriented firms in all kinds of industries have outperformed their more-traditional peers—that design and innovation go hand-in-hand with financial success.” —Design Council At highly driven design companies they have a differentiation strategy where design is at their core. Those kinds of companies are market leaders’ through design innovation. This is reflected in the non-technological innovations that are first-to-market in opposition to so-called me-to innovations where design innovations are copied by followers. —adapted from Kootstra, 2009 In these two quotes, you will find the answer. I would like to develop my own company, already a strategic design consultancy, Vizuarna into a design innovations company. That is non-technological innovations. And in that manner, I have an idea of how to help other companies/organizations/students in their reporting efforts. More to follow. Stay tuned. :)......

08 February, 2011

The stats helper monkeys at WordPress.com mulled over how this blog did in 2010, and here’s a high level summary of its overall blog health: The Blog-Health-o-Meter™ reads Fresher than ever. Crunchy numbers   A Boeing 747-400 passenger jet can hold 416 passengers. This blog was viewed about 8,100 times in 2010. That’s about 19 full 747s. In 2010, there were 35 new posts, growing the total archive of this blog to 59 posts. There were 38 pictures uploaded, taking up a total of 26mb. That’s about 3 pictures per month. The busiest day of the year was February 2nd with 180 views. The most popular post that day was How to present the Importance of Design Strategy to your CEO?. Where did they come from? The top referring sites in 2010 were facebook.com, en.search.wordpress.com, twitter.com,......

02 January, 2011

Yes, I was participating in the World’s Best Presentation Contest by Slide Share. I was going for a victory but that didn’t happen. :) Not even a victory in the category where I was competing in – business. I’m still very proud of the presentation I made completely by myself. This presentation was actually a master’s thesis presentation. See it for yourself: Oh, and the winner is: The winner for the category business, where I was competing is (really good one, I must say): If you would like to know more about the contest follow the:http://www.slideshare.net/contest/worlds-best-presentation-contest-2010?cmp_src=homepage_anouncer  ...

20 December, 2010

A design strategy follows a little different path than the technology adoption curve that follows a normal distribution. We differentiate between six different design strategies: : + Endorse; + Curate; + Integrate; + Economize; + Play; and + Refresh. Following these design strategies organisations build a sustainable competitive advantage by design....

02 November, 2010

This post was part of my presentation competing at the WBPC10. What is the corporate identity audit? Why is it important? Corporate design is the most visible part of corporate identity. And the corporate design is by definition an instrument for transformation and, at the same time, a guarantee of continuing corporate recognition. To follow that definition, when developing a corporate identity we have to conduct a proper corporate identity audit. Corporate identity audit steps: step 1: select the audit team, step 2: assess the key elements in the corporate identity, step 3: determine who should be interviewed, step 4: conduct audit interviews, step 5: audit corporate identity factors, step 6: summarize salient points, step 7: determine the options for change, step 8: present the audit results, and step 9: use the audit data to......

29 October, 2010

From the October 07, 2010, 11:59 Pacific Time to the November 08, 2010, 09:59 Pacific time the presentation that was made from this blog’s masters thesis is competing at the World’s best World’s best presentation contest ’10 by SlideShare. Here is the link to the presentation: http://www.slideshare.net/vizuarna/m-savic-mbathesisv2-5417630 I would like to invite you to view the presentation below or at the given link. If you like it, please vote for me. And please vote below the presentation at the SlideShare site by clicking on the “thumbs up” icon. You will be asked to register with SlideShare (or log in if you are a member already), so few clicks will be necessary. I really appreciate your efforts....

13 October, 2010

So, this blog is heading in new directions. I have been awarded a certificate (until the issue of the original degree is handed over) that says my new title (because I’ve already finished one MA) is: Master of Science in Business Administration. I completed the master’s degree program on September 14, 2010. The thesis started also with this blog, and the first post: The structure of the thesis was written on January 25, 2008....

04 October, 2010

The masters thesis of this blog—titled Corporate Design Strategy and Branding: the role of Design Management in developing the Corporate Identity—was presented at the Faculty of Economics on Tuesday, September 14, 2010 at 11:00 CET in the small conference room P-201....

19 September, 2010

The thesis of this blog - Corporate Design Strategy and Branding: The Role of Design Management in Developing the Corporate Identity - will be defended on Tuesday, September 14th, 2010 at the Economic Faculty in Ljubljana, eleven o'clock CET....

05 September, 2010

Design thinking is knowing without reasoning and as such is the most disruptive and unsystematic form of thinking. By definition, design thinking is the productive combination of analytical thinking and intuitive thinking. But design thinking will be effective in your company only if strategic planning is successfully connected with execution of products, services, and communications. ...

13 August, 2010

The thesis The Corporate Design Strategy and Branding: The Role of Design Management in developing the Corporate Identity has: + 76 pages, + 26 figures, and + 6 tables. It was successfully defend in September 2010. It consist of four main chapters on: four chapters on: + corporate identity, + branding and brand architecture, + corporate design strategy, and + design management....

15 July, 2010

The Project H Design is based on 6 guiding principles, or we could call it also a design strategy. #1 We design through action. #2 We design systems not stuff. #3 We design with, not for. #4 We start locally and scale globally. #5 We document, share, and measure. #6 We build. Such a progressive design strategy makes us believe that design can and will change the world....

14 May, 2010

Aaker, D. A. & Joachimsthaler, E. 2000a. The Brand Relationship Spectrum: The Key to the Brand Architecture Challenge. California Management Review: 42/4, p. 8-23. Aaker, D. A. & Joachimsthaler, E. 2000b. Brand Leadership. 2000. The Free Press. 350 p. Abdullah, R. 2007. Marken für internationale Märkte. In Hinz, K. et al. (ed.) 2007. Design Management. Teil 2: Design Management konkret. FHTV Berlin, IDZ Berlin und Autoren. Berlin. 127 p. Abdullah, R. & Cziwerny, R. 2007. Corporate Design: Kosten und Nutzen. Verlag Hermann Schmidt Mainz. 204 p. Bachman, T. et al. 1998. 18 views on the definition of Design Management. Design Management Journal: summer 1998, p. 14-19. Balmer, J. M. T. 1998. Corporate Identity and the Advent of Corporate Marketing. Journal of Marketing Management: 14/8, p.963-996. Balmer, J. M. T. & Gray, Edmund D. 2000. Corporate......

08 May, 2010

 We are able to support the thesis that there is clear connection between the corporate identity and brand architecture. In our opinion the brand architecture is a precondition for a process of the development of the corporate identity to start.    We are able to confirm that design management is not the only discipline that should be involved in corporate identity and branding. But we could say that in corporate identity and branding development design management should have a role, at least. There is a possibility or even a must that other disciplines are included. But design management is such a wide spectre discipline that it could be optimal if it has a leading role.   Corporate identity definitely demands support from top management. Resources in corporate identity development are to be combined from inside......

11 April, 2010

There was a prediction of future design professionals, back in 2004, who will be: intelligent “makers”, active learners and communicators, active citizens, and sustainable entrepreneurs.   These design professionals were to work in sustainable economies and corporate environments that are concerned with economic, social, and environmental issues (Cooper in Green et al., 2004). Source: Green D., Lee et al. 2004. Perspectives on designing design managers. Design Management Review: 15/2, p. 74-79....

05 April, 2010

For design as such, we know that there are some advantages of outsourcing design, such as: the breadth of experience, objective opinion, bringing challenging perspectives for problem solving, and producing focused solutions. An in-house design team advantages are: that they are active stakeholders in an organisation, focused experience, shared sense of purpose, influencing companies design culture, and easier access to decision-makers and power holders (Best, 2006). Both options have disadvantages too. It is pretty clear, although the example goes from using design, that in corporate identity and brand architecture development the optimal solution will always be a combination of internal and external resources. Source: Best, Kathryn. 2006. Design Management: Managing Design Strategy, Process and Implementation. AVA Publishing SA. 215 p....

03 April, 2010

Corporate design is an instrument for transformation and, at the same time, a guarantee of continuing corporate recognition (Van Cauwenberge, 2008). And that could be developed only if the proper corporate identity audit has been made. A corporate identity audit has been developed in 9 steps. These 9 steps are: + step 1: select the audit team; + step 2: asses key elements in the corporate identity; + step 3: determine who should be interviewed; + step 4: conduct audit interviews; + step 5: audit corporate identity factors; + step 6: summarize salient points; + step 7: determine the options for change; + step 8: present the audit results; + step 9: use the audit data to improve the corporate identity (Ollins and Selame, 2002).   If the corporate identity audit process is to be......

26 March, 2010

There are some proposals from different authors. It seems that the proposals depend on the point of view of the authors. If authors write from the perspective of corporate consultants, then they develop a rough process that uses the business language and it should appeal to the boards of the corporations. Such a business proposal of a process approach in developing a corporate identity or other design fields to gain a competitive advantage usually include different steps: articulating the firm’s competitive strategy; design requirements and resources; ensuring communication among design and other functions; the design brief; measuring performance (Olson et al., 2000).   It is somehow obvious that designers themselves need some different and more specific information. The specific and different information could be presented in complex models or could be put in simple laws......

20 March, 2010

The first thing that design should be able to do is to clearly articulate the value it is offering. And if the intention for design is to become strategic, then it is important to be able to articulate the strategic value of design. How to achieve the strategic level of design? Important is to know how to quantify the contribution of design. And at the same time, it is important to know, how the design will become the essential strategic resource to achieve the overall mission of the organisation. When a design is taken seriously in the business process it is important to remember that establishing and maintaining mutually valuable relationships and being ready for design counseling to everyone in the organization is of critical importance. And last but not least to work with business......

19 March, 2010

In design we are able to name almost 40 career profiles. Human resource expert and author, Roz Goldfarb, explains that not necessarily all of these profiles are from design schools, but they definitely have an important role to play in the design process....

06 March, 2010

Design ladder is a concept or better to say a method that Danish Design Center (DDC) developed to measure the level of design activity adopted by a company. It has four stages:+ no use of design;+ design as styling;+ design as a process, and+ design as strategy. Out of that DDC developed two special programs. One is the Designer ISO – a certification program for design companies and the other is in-service training in design management aiming primarily toward executives who are not designers by profession. In Denmark, they know that Design-Aware Executive is important. Source:Ulla Havgaard Ramlau and Christina Melander. 2004. In Denmark, Design Tops the Agenda. Design Management Review. 15/4....

05 March, 2010

Various studies have shown that designer usually only parts of their professional work really do as designers. That fact alone gives a lot of possibilities to develop a career for designers and design managers alike....

19 February, 2010

“Champions may push from above, policies may sit off to one side, programs tend to be temporary and functions isolated, whether leading or lagging. In contrast, design as infusion works alongside, and especially within other functions. Managers whose responsibilities touch design do not merely accept it, but become part of it. Design thus becomes a way of life in the organization.” —Dumas and Minztberg, 1989 Design Champion is according to one of the design consultancy approaches one of the most suitable ways for an organization to promote design. The champion could be the chief executive officer or other executives too or even an outside consultant. This person acts as a patron and even if he/she leaves the organizations there is the possibility to leave something important behind. The problems could occur when there are promoted......

12 February, 2010

Trends, according to the Joziasse, that caused the design to go beyond mere aesthetics and/or decoration in becoming a source for gaining sustainable competitive advantage was supposed to be: design as a core competency; integration of design into the business world; design management and planning as a focus for consultancies; the merging of business and design education. The consequence was that some prospective corporations have developed design as a continuous element of corporate strategy.  And out of that is the claim that sustained design strategy allows companies to take leadership positions in their sectors. Sources:Joziasse, Frans. Corporate Strategy: Bringing Design Management into the Fold in Lockwood Th. & Walton Th. (eds). 2008. Building Design Strategy: Using Design to Achieve Key Business Objectives. DMI & Allworth Press, 257 p.Lockwood, Thomas. Design Value: A Framework for Measurment......

16 January, 2010

There are decades of investments in helping corporations throughout the world to develop a sustainable corporate and/or business strategy. In modern times many authors, among them Rosabeth Moss Kanter, Gary Hamel and C. K. Prahalad, and Gary Johnson and Kevan Scholes suggest that defining core competencies is the only way to ensure continuing success under changing conditions. What is therefore the classical approach to strategy development? There are two methodological approaches or ways to develop a corporate and/or business strategy: rigorous formal approaches include game theory, decision trees, opportunity portfolios, real options, scenarios, simulations and other numerous variations; less rigorous possibilities include rapid analysis frameworks (such as SWOT), scorecards and weighing systems, and evaluation processes (such as Stage-Gate). Both approaches have support on the one hand in the rigorous mathematical theory; and on the other......

16 January, 2010

How to connect the strategy, design strategy and design management? Simply focusing on design and trying to connect it with the strategy is not supposed to create good results. There was a model developed to show that companies are to focus on design management rather than simply on the use of design. In the model, called Design Management Staircase there is a range presented from the immature level of design management to a level where design management is of strategic nature and part of the company’s culture (Kootstra, 2009, p. 12) and therefore part of corporate identity. The model is presented in the Figure below. At highly driven design companies they have a differentiation strategy where design is at their core. Those kinds of companies are market leaders’ through design innovation. This is reflected in......

22 December, 2009

Borja de Mozota has developed a classical method of Boston Consulting Group—product portfolio—for the use in design. The matrix could be the basis for a company to develop a design strategy. ...

12 December, 2009

The design manager should be able to manage: design people, design budgets, design timetables, design work, design organizations.   It is obvious that it is a wide range of complex skills, especially if we consider that design managers are often supposed to be the design leaders too. A design leadership requires on the other hand six basic skills: envisioning the future, manifesting strategic intent, directing design investment, managing corporate reputation, nurturing the environment for innovation, training for design leadership (Turner in MacDonald (ed), 2004, p. 14).   Source: MacDonald, Stuart (ed). 2004. Design Issues in Europe Today. The Bureau of European Design Associations – BEDA, 58 p....

04 December, 2009

Design management practitioners’ are, among others also: design department managers, brand managers, creative directors, design directors, heads of design, design strategists, and design researchers, as well as managers and executives responsible for making decisions about how design is used in the organization. This rather broad scope of work can be focused if we look at design and management to: + design direction, + design realisation; and not least + design coaching....

28 November, 2009

There is a general opinion—not only in the design community—that non designers make design decisions every day. Designers do tend to see this as an attack to their profession. And while the mutual suspicions between managers and creative teams exists, there is a possibility to find a suitable management concept for every design concept....

21 November, 2009

The process of portfolio management has developed from Boston Consulting Group matrix of “Stars, Cows, Children and Dogs” and is a continuous activity (Davidson, 2002, p. 29). Branding authors have developed their own system of Strategic Brand, Linchpin brand, Silver Bullet, and Cash Cow Brands (Aaker and Joachimsthaler, 2000, p. 136). There is the possibility that a brand is simultaneously a linchpin and a silver-bullet brand, or it could evolve from a strategic brand into a cash cow brand. The strategic brand is supposed to be the one that represents a meaningful future level of sales and profits. Linchpin is supposed to be a leverage point of a major business area or of a future vision of the firm. A silver bullet is a brand or subbrand that positively influences the image of another brand......

14 November, 2009

In the process of designing the brand architecture sometimes only identifying the brands and subbrands could be a nontrivial task (Aaker and Joachimsthaler, 2000, p. 134). There is a famous picture that presents the brand architecture as a football team, presented in Figures 1 and 2. The football pitch is supposed to be the market map. There is a saying that if each football player represents brands, they are to cover the priority areas. Some players are the stars or super-brands others have minor roles and are support brands (Davidson, 2002, p. 28). Figure 1: The ideal portfolio Figure 2: The typical market/brand portfolio If we think of each individual player as a brand, then identity and communication programs are tools or exercises that make the individual player better (Aaker and Joachimsthaler, 2000, p. 133).......

07 November, 2009

Brand architecture should have five dimensions: brand portfolio, portfolio roles product-market context roles, the portfolio structure, and portfolio graphics.   While we know five dimensions there are six objectives to be followed if the designed brand architecture is to achieve an effective and powerful brand impact (Aaker and Joachimsthaler, 2000, p. 134-135). And the powerful system of the brand architecture is the prerequisite in the development of the corporate identity. Source: Aaker, David A. and Joachimsthaler, Erich. 2000. Brand Leadership. 2000. The Free Press. 350 p.  ...

24 October, 2009

What is the difference between design leader, design manager and designer. The first one is supposed to set the design vision, the design manager is responsible for the design process, procedures in internal functions, while the latter is to design the content....

17 October, 2009

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. Source: Devlin, James. 2003. Brand Architecture in Services: The Example of Retail Financial Services. Journal of Marketing Management: 19/9/10, p. 1043-1065....

10 October, 2009

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....

18 September, 2009

Van Riel and Balmer have presented three methods to reveal the actual corporate identity. Affinity audit that is using the principles of ethnography. Laddering technique which relies on means and interviews resulting in Hierarchial Values Maps. There is also the Rotterdam Organizational Identification Test. ....

05 September, 2009

It would be an honour if I would be the author of that answer but I’m not. Rennat Van Cauwenberge, General Manager/Managing Partner from Gramma in the article Corporate design instrument for change, wrote: “Above all, corporate design is an instrument for transformations and, at the same time, a guarantee of continuing corporate recognition. A design that is new, surprising and historically consistent, and that corresponds to the basic motives of the employees? Few advertising agencies can handle this paradox. Most of them see a given cultural context as oppressive. By fits and starts, they like to present changes and breaks in trends in a corporate design as ‘progress’. The client does not benefit from this in the least. The internal and external images of the organisation are even more confused than they were. But......

21 January, 2009

"Design is an activity involving a wide spectrum of professions in which products, services, graphics, interiors, and architecture all take part." (ICSID)...

13 September, 2008

Strathclyde statement was developed by academics from the Strathclyde, Erasmus, and Harvard Business Schools and leading consultants and tries to define the corporate identity....

14 June, 2008

Literature of the master thesis by Marko Savić, Corporate Design Strategy and Branding: the Role of Design Management in Developing the Corporate Identity. ...

25 January, 2008

Structure of the thesis by Marko Savić, Corporate Design Strategy and Branding: the Role of Design Management in Developing the Corporate Identity. ...

25 January, 2008