presentation introduction design management

Master of IDEDesign Management

Introduction - Geke Ludden

Industrial Design & Design Management

‘+’

Course Schedule

Design

Design definition•‘Design is the container of the message* that is mediated between manufacture and consumer.’ (Penny Sparke, ‘Design in context’)

•‘Design = Things look the way they look for a reason: to communicate* something, to do something, to provide usability, experience.’(Mike Press, ‘DM: a futurevision’)

•‘Design = the product development process, or the result of that process ‘(KatrhynBest, ‘Design Management’)

Design

http://www.youtube.com/watch?feature=player_embedded&v=yQU3oI_MbbY

Design management

Design management initiates, controls and coordinates design to be a maximally effective instrument, in order to reach organisational and business goals. (DMN)

•‘Articulating vision**, safeguard ambitions, meeting market demands, contribute to sustainability, and prepare for the future.’ (Marzano, CEO/ creative director Philips Design)

Design management levels

•Strategic (Vision: setting long-term goals)

•Organizational (Instrument, Design Process: day-to-day decision making)

•Operational (Message, Implementation, projects: what you can actually ‘touch’)

Design management levels

Design management levels

Design is active at three levels in any organisation: strategic, tactical and operational. At the strategic level, the overall polcies, missions and agendas are defined – and it is to these agendas that design must connect. At the tactical level, the teams, processes and systems of specific business units or functions come into play. At the operational level, design manifests itself in the physical and tangible produst, services and experiences – the implementation of projects and processes the customer can actually ‘touch’.

From: ‘Design Management’ - Kathryn Best

Design

**Design vision•Every process or project starts (should start) with a vision, mission, strategy“Who are we? What is our goal? What opportunities do we see? How to correspond to out identity?”

http://www.youtube.com/watch?v=AyIgImgDOCU

Product & Brand

Distributor’s brand

Branding

Product > brand(groceries)‘A brand represents the products and services it guarantees, as well as the functional and emotional associations.’ (Borja de Mozota)

(read Naomi Klein: No Logo)

•1880s: Branding, by adding company logo’s, communicating ‘cosiness, friendliness’

The brand

A brand is a set of mental associations, held by the consumer, which add to the perceived value of a product or service’ (Keller, 1998). These associations should be unique (exclusivity), strong and positive (desirable).

A brand’s assets are brand awareness, beliefs of exclusivity and superiority of some valued benefit, and emotional bonding.

Product & Brand

Product or brand•‘Manufacturer makes products, consumer buys a brand’ (Kapferer (1997))•‘…presenting products as concepts: the brand as experience or lifestyle, rather than as ‘goods’. (Naomi Klein (2000))

•‘What is increasingly being produced are not material objects, but signs: Product styling as well as branding is about signs.’(Lash/Urry (1994))

•‘Decline of the brands: The aristocracy of the brand is dead. Long live the meritocracy of product.’ (Surowiecki in ‘Wired’, (2004))

Brand image

Brand identity & Design Management

Kapferer: The brand is the vision that drives the creation of products and services under that name. (p. 171)

•Vision> key beliefs and core values> identityJ.N . Kapferer (p. 182)The brand’s identity (ID)

Course Design Management

Brand sense

Sept 17th

Multisensory design for product & services

Brand, color, packaging – Research on aspects of brandingThomas van Rompay

Design management course

Oct. 1st: DM and the design management practice; the design manager Mark van Iterson, Bionda Hakkenberg en Caroline van Hoff Heineken

•Company and brands•The daily practice, design agencies•Design in the organization, styleguides•Tour, workshop

Oct 8: DM and brand identityJoffrey Walonker, Royal VKB/ Royal Delft

•Building a brand•Brand design•Design management: the proces/ briefing Dutch design•Brand portfolio

Course design Management

Course design Management

Oct. 22nd: DM and future consumer developmentsJustien Marseille, The future institute

•Signals and signs•Future developments: ‘trend’, ‘hype’ and ‘zeitgeist’•Consumer behavior

Design management course

Practical information

•Intro + 4 (guest) lectures, obligatory•Assignments and test, obligatory•(group-) assignments: between sessions•Overall test•Linked to literature

•J.N. Kapferer, other book fragments,and articles (PDF, Blackboard)

Practical information

Information:

G.D.S. Ludden (Geke)K. W254Tel 053-4892920Available ma, do, vr

g.d.s.ludden@utwente.nl

Assignments and participants:

Groups of 5:a. University of Twente –b. Gardena –c. Philippine Airlines –d. Lego –e. Google –f. Swatch –g. Auping –h. IKEA – i. Gucci - j. Unox -

Assignment A1

Design management course

Deadline: September 17th