Creating business through design
- Why design is a key competitive factor in business
- How to make design work for your brand(s)
Rationale of the book
In the 21st Century the business world is fully discovering the (commercial) value of design as a key competitive factor. Yet business professionals still find it hard to use design as a strategic tool that makes brands perform better. And to work with designers. Design professionals find it hard to understand business strategy. And to work with professionals in branding, marketing and communication. A stereotype? Certainly! But true all the same.
The key to bring all this together, to influence your brand and your business, is Visual Branding. It epitomises the modern developments in marketing and communication; explaining why more and more businesses are shifting their focus to design and why this change works for brands.
We live in a time of ‘global warming’ in the field of communication and branding. In developed countries people see approximately 550.0001 brands per year. And a far larger amount of other commercial messages. It is a challenge for companies to survive and be successful in this fierce and constant battle of brands for the hearts, minds and wallets of consumers.
Source; Flickr, Teun Castelein All rights reserved. 2
Reading this book will help you to increase the return on investment of your marketing spend, since it will help you reach and involve your customers in a more effective way. Consumers are thoroughly trained in receiving branded messages; judging them, looking right through them. They do this as effectively and subconsciously (and nearly as often) as breathing.
Foolish consumers only exist in the minds of foolish marketers.
This book helps you to smart up your marketing and branding efforts. It does not give an ‘all purpose model’, neither does it bring eternal and flawless wisdom. It offers an analysis and vision that helps you find the best answer to your own specific situation.
Visual Branding captures what is happening right now in a busy, globalised world of brands.
I invite you to visit this website and be an active contributor. I will release brief outlines of the 8 main topics in the book; every fortnight a new outline will be uploaded. Give your opinion, experience, ideas, examples, data that either confirm (or deny) the relevance of Visual Branding. In this manner the discussion about Visual Branding can continue to evolve even after publication. Business and design professionals from all over the world can share their knowledge and learn from each other.
I will continue to communicate and interact about Visual Branding through the website until it is fully integrated in our way of thinking and doing business.
May this moment arrive soon!
Tom Dorresteijn
P.S. Any input you give to www.visual-branding.com that is regarded valuable might be earmarked on the site or even be used in the first edition of the book or later editions. In that case we will clearly mention you as the source of this particular contribution. In other words: feel free to become a guest contributor to the site or the book.
1 Source: American Trade Association.
2 The Sandberg institute reflect with Artvertising to our current society where we live between the picture marks and the idea of a logo has developed into a life style, surroundings strategy and a business model.
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We both know that there is no recipe for a strong brand. Otherwise everyone would be able to create strong brands. A brand becomes strong because of a sum of 1000 factors. If all these factors are based on the research studies, you would not be able to have a strong brand. I dare to make the bold statement that a brand becomes stronger when more of these factors are driven by enthusiasm, honesty, passion and conviction.
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So much research is carried out, reports written, analyses made: writing, writing, writing; text, text, text. The whole being that it’s all about images. And with images I mean feeling; emotion.
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