By using a simple model it's possible to visualize strategic design thinking in order to establish effective communication to a leadership of a mayor company....
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 in Lockwood Th. & Walton Th....
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 onthe one hand in the rigorous mathematical theory; and onthe other hand in the less rigorous but equally...
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. ...
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...
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$=".svg"]{width:48px}.elementor-widget-image img{vertical-align:middle;display:inline-block} Figure 2: The typical market/brand portfolio If we think of each individual player as a brand, then identity and communication programs are tools or exercises that make the individual player better...
Brand architecture should have five dimensions:brand portfolio,portfolio rolesproduct-market context roles,the portfolio structure, andportfolio graphics. While we know five dimensions there are six objectives to be followed if the designed brand architecture is to achieve an effective and powerful brand impact (Aaker and Joachimsthaler, 2000, p. 134-135). And the powerful system of the brand architecture is the prerequisite in the development of the corporate identity.Source: Aaker, David A. and Joachimsthaler, Erich. 2000. Brand Leadership. 2000. The Free Press. 350 p. ...
I presented What the brand architecture is in one of the posts.Similar models of brand relationships spectrum have been presented by others too. In one simple model, in the figure below, we have the spectrum of strong and weak corporate endorsement positions. /*! elementor - v3.5.5 - 03-02-2022 */ .elementor-widget-image{text-align:center}.elementor-widget-image a{display:inline-block}.elementor-widget-image a img[src$=".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....
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