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Designing a Winning Product Experience Strategy
Author(s) -
McCullagh Kevin
Publication year - 2020
Publication title -
design management review
Language(s) - English
Resource type - Journals
eISSN - 1948-7169
pISSN - 1557-0614
DOI - 10.1111/drev.12207
Subject(s) - product strategy , product (mathematics) , business , brand strategy , marketing , product design , advertising , investment (military) , new product development , process management , computer science , operations management , engineering , strategic management , product management , political science , mathematics , geometry , politics , law
Over the years, I've been struck by the lack of investment and rigor that goes into a product experience strategy compared with the resources devoted to brand and communications strategies. An often under‐utilized design strategy can make all the difference in achieving brand coherence across products.