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Act Strategic; Be Cool
Author(s) -
Smith Jeff
Publication year - 1999
Publication title -
design management journal (former series)
Language(s) - English
Resource type - Journals
eISSN - 1948-7169
pISSN - 1045-7194
DOI - 10.1111/j.1948-7169.1999.tb00240.x
Subject(s) - product (mathematics) , context (archaeology) , marketing , business , advertising , brand management , sociology , history , geometry , mathematics , archaeology
WTHIN THE broader context of brand development, Jeff Smith focuses on the design of the products. In this arena, he notes the occasional tension between the “cool” things designers want to do and the more mundane realities of the marketplace. Smith suggests that a synthesis is possible—one that can become the basis of a powerful brand—using an analysis of customer needs and the competitive environment to distill creative opportunities and a product vision viable whether the market is new or maturing.