4. Developing the Design Strategy Flashcards
what can design strategy do for a business
create public and internal identities
4 ways does design strategy contribute to corporate strategy
competitive forces, strategic fit and value creation, resources and capabilities, strategic vision
brand audit allows managers to…
evaluate brands performance and improve quality
positives of styling
add further value to new products, contribute to profit, long term success
3 strategic goals of styling
symbolic meaning, recognition, attention
four levels of the design audit
physical manifestation, design management, corporate culture, environmental factors
design audit 4 levels - physical manifestation of the design level
analyse visual identity, products and work environments
design audit 4 levels - design management level
analyse resources, aims and objectives of the design department, general project management processes
design audit 4 levels - corporate culture level
analyse corporate design strategy, awareness, understanding
design audit 4 levels - environmental factors level
analyse legislation, market trends, competitors
reasons for pursuing a design audit
direct strategic change, improve product design and standards, develop a design policy manual and monitor its implementation
who to pursue a design audit
someone who has no vested interest in outcome
4 squares of the ways to grow matrix
manage, extend, adapt, create
axis of the ways to grow matrix
x - existing and new offering
y - existing and new users
who made the ways to grow matrix
jacoby and rodriguez 2008
