Download Brand Romance: Using the Power of High Design to Build a by Yasushi Kusume, Neil Gridley (auth.) PDF

By Yasushi Kusume, Neil Gridley (auth.)

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Additional resources for Brand Romance: Using the Power of High Design to Build a Lifelong Relationship with Your Audience

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Co-Create with People 47 This leads us to our definition of “co-creation” (which, although it is a well-known term these days, is used by many people in different ways). Obviously it means “creating together”. But for us creating together and involving people in a certain milestone or phase of your business or product creation process are two different activities. To create together, it is important to create an emotional engagement with your audiences on a permanent basis. The key to effective co-creation is the installation of a “permanent” infrastructure that enables you to maintain a continuous connection with your audiences.

And there is one place in our bodies where nearly all of us accept implants without any hesitation: our teeth. 38 Brand Romance The point we are trying to make here is that although a solution sometimes perfectly fulfils an unmet need, it may not always be so readily accepted by society. This is why it is important not only for design competence to understand undiscovered needs but also to find an acceptable articulation for them. So although research is looking at a long-term view, it will need continuous short-term adjustment.

These can help you discover what people are having problems with, or problems for which they’ve found a “workaround” solution (that they might have done “unconsciously” and which will then need to be “uncovered”). For example, when Neil managed the design team at Tesco, he was involved in the redesign of bananas! To be precise, it was the redesign of how to sell bananas – and yes there were even opportunities there for innovation! By observing customers, the team discovered that customers were breaking bunches of bananas apart – often without realizing that they were doing so.

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