Indispensable, not interchangeable.
For everyone involved in the decision: engineering, purchasing, management, retail, the shopper at the shelf. Sometimes it is someone other than everyone thought.
01 — Two fields
The engineer checks the technology, purchasing checks price and delivery capability, management checks the risk. What is bought is a technology – and the company that will still stand behind it in ten years.
02 — Principles
No change is the rule. A logo, a positioning, a campaign is only touched when a strategic analysis shows it no longer serves its purpose — not because a new idea happens to appeal.
The real difference rarely lies in the design. It lies in translating a technical detail into a benefit that means something different to the manufacturer, to retail and to the end customer.
A name, a mark, a campaign has to work wherever it is used — in trademark law, in language, in culture. That is checked before an idea falls in love with something that cannot be protected.
03 — Approach
Design is the smaller part of a mandate. The larger part is getting inside the logic of manufacturers, retail, sales and end customers – and finding, for each stage, the reason that counts there.
A technical detail only becomes a benefit promise once someone understands what it actually means for the end user.
The approach →04 — Evidence
The evidence for everything above — company by company, not claimed.
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