I wrote here a while ago on the topic of B2B design, which often takes a back seat. Some see B2B Design as something that lacks or perhaps doesn’t require a great deal of creative inspiration, after all, anything that has anything at all to do with business is purely based on rationality or cost, right?
Today the majority of brands have embraced a cross media approach, striving to connect on a more personal level and are actively creating integrated cross channel touch points.
For today’s digital natives, technology is as natural as oxygen, and this intuitive affiliation means they have a completely different take on what is expected from it. Indeed will they even question what is permissible or acceptable as a result of technological advancement?
Has Robinsons missed a trick by not tapping into the trend for customisation or has it in fact found a much stronger way to change (or enhance as they would say) our drinking habits?
I would encourage all marketers to consider the entirety of the retail experience – not just the products, not just the efficient placement or the scientific pricing. But not from behind their desks. You just can’t escape the constraints of your conscious mind there.
Whether you’re a big successful brand design agency that keeps busy throughout a year, or a small independent studio putting on a good face while merely struggling to survive, one day your business development may see a dead end unexpectedly.
The most important way of communicating the value and impact of design in business is by measuring its true effectiveness.
Brand strategy is about making thevvision of the brand fulfill the business’ objectives. Brand teams should ask themselves three questions.