Building a Design Brand
Every year new design brands are launched to disappear again rather soon after.
Why don’t they survive? Isn’t design all about innovation, new designs? Why not new brands? What blocks them? How to overcome it?
Every day young companies are born with the objective to become a design brand, successfully offering new furniture, lighting or similar products, by fresh young designers. Unfortunately most of them don’t survive very long, because of a combination of two aspects as described in the essay.
The essay “building a design brand” formulates some answers looking from a strategic marketing perspective, introducing 3 headed dragons overcoming the so called Design Chasms.
Download here the essay to find out more how to BUILD A DESIGN BRAND.