Integrate Design To Create Brand Harmony
- Topics:
- Brand Strategy
- Source:
- MarketingProfs
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Overview: One of the most powerful drivers of brand in any marketing is design. Companies need to understand and manage design to achieve maximum brand-building results. From the design of the corporate identity to retail, web, packaging, and products, design is the key that ties it all together. The article deals with brand design, which is principal agent in communicating and supporting the brand's attributes. Most companies understand this only as it relates to the corporate logo. In addition, most marketing professionals do not have any training or much understanding of design as it relates to so many areas. Thus, brand harmony is the result of an integrated design effort that includes designers from many disciplines working on a common visual expression for the brand. As a result, creating an integrated approach to the design of all customer touch points will set one on track to achieving brand harmony.
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Format: HTML | Date: Mar 2003 | Pages: 1
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