Resources
Here you can find a variety of articles and white papers Greg has authored on topics related to Design Strategy, Brand Strategy, Marketing and Innovation.
Design Makes 2+2=5
How much value does design add? In the case of the iPhone, a great deal. There is tremendous value to be gained from thinking about your product offering in broader terms than just the feature set. Consumers will readiliy pay more for simplicity, style and ease of use. Enhancing these factors is an under used way to add value, and profit.
Brand Harmony
Companies need to understand and manage design to achieve maximum brand-building results. From the design of their corporate identity to retail, web, packaging and products, design is the key attribute that ties it all together. An integrated design effort results in consistency of visual expression across all consumer touch points.
The Four Levels of Design Management
How your company manages design has an impact on how well you innovate, build brand and create profitable growth. This white paper lays out a framework for how companies use deisgn based on interactions with dozens of companies.
Adding Design to the Mix
Design and marketing are actually similar professions. Both have the goal of meeting customer needs. This white paper explores the role of design in enhancing the marketing effort through the traditional "Four Ps" of marketing: product, price, place and promotion.
