- ArticlesHere are a few articles and white papers written by Greg on various aspects of design, branding and strategy.
- Design Makes 2+2=5
There is tremendous value to be gained from thinking about your product offering in broader terms than just the feature set. Consumers will readily pay more for simplicity, style and ease of use. Enhancing these factors is an under used way to enhance value and profit. This article introduces the concept of Design Value Added (DVA) as a way to quantify this enhanced value.
- Brand HarmonyCompanies need to understand and manage design to achieve maximum brand-building results. From the design of their corporate identity to retail, web, packaging and products, design is the key attribute that ties it all together. An integrated design effort results in consistency across all customer touchpoints.
- The Four Levels of Design Management
How your company manages design has an impact on how well you innovate, build brand and create profitable growth. This white paper lays out a framework for how companies use deisgn based on interactions with dozens of companies and will help you identify ways to improve design management at your company.
- Adding Design to the Mix
Design and marketing are very similar professions. Both have the goal of meeting and creating customer needs. This white paper explores the role of design in enhancing the marketing effort through the traditional “Four Ps” of marketing: product, price, place and promotion.