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Platforming: Evolving the Paradigm of Branding
Author(s) -
Jacobs Valerie
Publication year - 2009
Publication title -
design management review
Language(s) - English
Resource type - Journals
eISSN - 1948-7169
pISSN - 1557-0614
DOI - 10.1111/j.1948-7169.2010.00032.x
Subject(s) - product (mathematics) , advertising , carry (investment) , business , marketing , engineering , computer science , mathematics , geometry , finance
As a design forecaster, valerie Jacobs observes a divide between how designers see their role in brand building and how people actually experience and use brands. She suggests that creating “platforms” that customers can resonate with rather than simply buy into will carry brands beyond mere product status and into the new cultures of the future.