Lessons from the legendary Harley-Davidson: build a brand experience that takes on a life of its own!There is a rumble: the deep-throated growl of 20 engines headed this way. Around the bend they come, two wheels each, glittering in the sun. Mom clutches the kids close. Then something strange happens. The bikers pull up, one by one, their bikes organized and shiny. They hug, joke, compare bikes.
How can you develop plans for marketing that really work? Let the expert authors from FT Press, including Brian Solis and Robert Brunner, present lessons for marketing success.
Take a broader view of great product design-and promote culture and processes that help you create winning designs over and over again! The process that delivers a good design - the physical embodiment of the product and the way the thing looks and feels to a customer that is so important for success - is often driven more by serendipity than an integrated understanding of design's impact. Serendipity is a good thing - counting on it isn't.
Use design to build products, services, and experiences that truly matter to your customers' lives...that they can't live without! If someone polled your customers, constituents, followers, and asked if you matter, how would you come out? This is really a soul-searching question we want you to ask yourself. Does your company matter to your consumers? Really, honestly answer that. If you disappeared, would their lives be less?
Innovate: You hear the word, but what does it mean and how can you do it? Let the expert authors from FT Press, including Jim Champy and Robert Brunner, not only define innovation, but teach you how to succeed at it.
A process, not an event: achieving total commitment to building a design-driven company, from top to bottom. Even companies that get on the path of being design driven may have rogue cells in their DNA that can multiply to become a potentially fatal flaw. The risk is almost always around losing the magic that got them where they were, backing away from a living approach that ensured freshness and ongoing vision.