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 (IBM...

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 /*! elementor - v3.5.5 - 03-02-2022 */ .elementor-widget-image{text-align:center}.elementor-widget-image a{display:inline-block}.elementor-widget-image a img[src$=".svg"]{width:48px}.elementor-widget-image img{vertical-align:middle;display:inline-block} 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...

07 November, 2009 /

Brand architecture should have five dimensions:brand portfolio,portfolio rolesproduct-market context roles,the portfolio structure, andportfolio 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. /*! elementor - v3.5.5 - 03-02-2022 */ .elementor-widget-image{text-align:center}.elementor-widget-image a{display:inline-block}.elementor-widget-image a img[src$=".svg"]{width:48px}.elementor-widget-image img{vertical-align:middle;display:inline-block} 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 /