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The core creative concept in branding: A streamlined approach
Author(s) -
Zarney Kim
Publication year - 2002
Publication title -
design management journal (former series)
Language(s) - English
Resource type - Journals
eISSN - 1948-7169
pISSN - 1045-7194
DOI - 10.1111/j.1948-7169.2002.tb00329.x
Subject(s) - core (optical fiber) , process (computing) , process management , sizing , recipe , computer science , management science , business , operations management , architectural engineering , engineering , history , art , telecommunications , archaeology , visual arts , operating system
Effective packaging depends on many players, elements, and decisions that change from project to project. Kim Zarney offers a tested recipe for getting the most from these ingredients, a process that stresses the development of a “core creative concept.” A case study illustrates his approach and demonstrates how success emerges from carefully sizing up opportunities and constraints coupled with thoughtful analysis and planning.