It’s changing the world of product design. For those businesses that are keen to produce products that are positively accepted and promoted over time, merely developing them is no longer enough to produce them perform well and are esthetically pleasing. To make a product sticky in today’s market it must hit customers at a deeper stage. Do you want to learn more? Visit Raving Fan Marketing Agency.
Today’s new generation of product designers recognize that the secret to good, long-lasting products lies not just in their look and feel, not only in their function but in the whole experience, from the first touch in the store to the ultimate disposal of the product. The experience should be meaningful and positive for the consumer at every stage and should fulfill aspirations and emotions.
This trend in design, called “experience design,” highlights the folly of taking a secure, esthetically pleasing product at its most basic level and placing it in an intensely sealed clam pack that is almost impossible to open. These brand killers as poor customer service, poorly written instructions and missing peripherals, such as batteries or mounting screws, it looks asking.
Customer frustrated and angry can never be a part of the user experience at any point. Unfortunately, these negative touch points can occur everywhere, ranging from deceptive advertisements to bad merchandising to product disposal difficulties.
To achieve an successful mark experience requires reaching through disciplines. The marketing manager must be with the product designer as well as the customer service manager, the supply chain manager and the supplier on the same page; both parties must work in concert to achieve the same aim with the same brand strategy.
The brand strategy, the overall plan for handling the product experience of the customer is at the core of the nature of the company. Yet who conceives the plan and guides it?
In the fertile soil of partnership the most successful brand strategies thrive. This soil’s gardener is the Corporate Executive responsible for product growth. But just as a good gardener will nurture the many different plants in his garden, providing them with the light and nourishment they need to flourish, the good corporate brand strategist will recognize his team’s talents and capabilities while marshalling them towards a common goal based on an agreed brand strategy.
Team collaboration is key to successful brand management, teams at all levels. A more apt analogy could be to a league, a team confederation, a team of teams working together to achieve a positive experience with the product for the consumer. The marketing team, the merchandising department, the design team, the retailers, the shareholders and so on. When all of these teams are not coordinating with the others efficiently, the plan will bog down.
This can present the brand strategist with a significant challenge especially when some of their teams are independent entities with their own agendas. So it’s the brand strategist ‘s responsibility to get a full buy-in from all his teams, which means communicating a coherent brand strategy, one with the power to move even the most stubborn holdout.