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Brand is the Thing
Author(s) -
Vossoughi Sohrab
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.tb00267.x
Subject(s) - element (criminal law) , graphics , term (time) , expression (computer science) , business , marketing , advertising , computer science , sociology , political science , computer graphics (images) , law , physics , quantum mechanics , programming language
DESIGN SHOULD BE an element of every organization's long‐term strategy. Sohrab Vossoughi sees this as especially important in conveying brand—the expression of a company's values, and the totality of the experiences imbedded in its products, services, communications, and environments. In this analysis, design is a business rather than an artistic exercise. It is richly three‐dimensional, extending far beyond graphics. And it emerges from sophisticated interdisciplinary research and planning.