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by GI Lee

Design & Marketing

October 18, 2016 in uncategorised

Design & Marketing

Without a doubt, design and marketing are very closely related to each other in spite of their apparent differences. Two different disciplines are always in conflict with each other in both academic and business settings. As a future design manager, profound understandings of design and marketing principles are crucial. Facilitating needs of design and marketing teams while managing solutions to common problems will play a critical role to determine the success of my future creative projects; design management.

What is the relationship between design and marketing? This week’s lecture began with describing the typical design process and the different roles of internal and external players involved during the process.

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According to Borja de Mozota, the design process begins with identifying needs, co-ordinating strategy, and writing brief. Then followed by project management, design, production, and evaluation. During design process, internal stakeholders such as the corporate management, clients, designers, and etc. are involved with external stakeholders such as management & brand consultants, trend forecasters, engineer specialists, PR agencies, and etc. Although design and marketing department takes very different approaches as shown in the table below, both disciplines aim to achieve the mutual goal: satisfying customers.

screen-shot-2017-01-06-at-20-19-00Bruce and Cooper’s common problems between in-hosue design and marketing teams could be applied: design overburdened with routine work, slow response to market needs, not challenging enough which lack sparkle, resistant to change, too focused on rules and guidelines. Also, marketing often does not understand the design process due to lack of clear brief to design team, mutual respect between functions, and cooperation with market research and sale (Bruce and Cooper).

Successful management of design and marketing team will depend on being multi-functional, introducing specialists when required, and integrating design from the outset. Based on this week’s lecture, I believe that facilitating design and marketing directly relates to the design management because it seems evident from many companies that their marketing strategies build from the use of design at different levels:

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Lastly, it is important for marketers to understand following aspects of design implication by Borja de Mozota (2003) to implement successful strategies:

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In conclusion, I learned that managing the optimal balance between design and marketing is the essential part of successful design management strategy.

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by GI Lee

Design Strategy

October 17, 2016 in uncategorised

Design Strategy

The optimal implementation of design strategy in alignment with business strategy is crucial. There is a definite difference between design and business strategy I have learned from my studies in BA. According to the Mintzberg and Waters from the lecture, design strategies could be categorised into 8 strategies and distributed along the deliberate and emergent scale as follow:

screen-shot-2017-01-06-at-18-30-291. Planned: Formal plans and control mechanism. Precise intentions. Guiding behaviour of employees.

2. Entrepreneurial: Vision of single leader. Personality driven. Adaptable to new situations.

3. Ideological: Shared beliefs,. Vision collectively adopted. Proactive organisation.

4. Umbrella: Leadership in partial control. Defined strategic boundaries or targets. Proactive and reactive.

5. Process: Allows flexibility. Indirect influence by top management. Cross departmental collaboration.

6. Unconnected: Flexible. Doing-your-own thing approach. May conflict with planned or umbrella strategies.

7. Consensus: Converging behaviour. Collective action. Not driven by any intentions of central management.

8. Imposed: Forced by environment or outside actor. Political, environmental, technological change or disruption.

In short, deliberate strategy stress action and focus on central direction & control in predictable environment while emergent strategy learns from what works and focus on collective action & convergence in unpredictable environment.

Some of the most common strategy models used in business strategy analysis are introduced:

1. Porter’s 5 Forcesscreen-shot-2017-01-06-at-18-24-37

2. SWOT Analysisscreen-shot-2017-01-06-at-18-22-41

3. Boston Matrix

boston-matrix 4. BPESTLE Analysis

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5. Positioning Map

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Throughout this week’s lecture, I have learned that common strategy models used in business also can be for branding and design. Revisiting all the business strategy models I have learned from my BA studies along with new design strategy model unquestionably deepened my understanding of theoretical strategies and analysis. Combining business and design strategy approach will definitely generate opportunities to derive more creative solutions for the future business or design challenges.

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by GI Lee

Multigenerational Marketing

October 12, 2016 in uncategorised

Multigenerational Marketing

Second week’s additional reading, ‘Marketing to the Generations’, well describe the importance of multigenerational marketing and the key findings of 6 living generations in the U.S. (Pre-Depression, Depression, Baby Boom, Generation X, Generation Y, and Generation Z). Each generation is born into very different period of time reflecting distinctive characteristics shaped by their unique generational histories, lifestyles, expectations, attitudes, values, trends, technology, and cultures. Doubtlessly, profound research and understandings of generations will play a critical role to succeed in our competitive business world with such diversity.

Due to rapid technological and cultural revolution, traditional media and marketing approach will no longer be able to grab attention and satisfy the needs of new generations. On the other hand, new media and marketing approach will not be able to communicate and reach older generations as they are not accustomed to the new systems of technology.

Is it possible to holistically target and build relationship with customers from wide range of generations? Can certain brands of products and services stay profitable and desirable for generations after generations? It is evident from cases of many multinational corporations today that successful innovation management in support of creativity made it possible for them to maintain their strong brand values and relationship with multigenerational customers.

I believe that it is the role of future design managers to fully understand emerging technological and cultural changes and values of new generation to stay innovative. As we are living in such a dynamic and unpredictable societies, solely focusing on proven-to-be-working approaches from the previous generations will only result in stagnation. Proactive implementation of design management to foster innovation and to facilitate needs of multigenerational customers now seems essential in our contemporary business world.

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Williams, Kaylene (2010) ‘Marketing to the Generations’, Journal of Behavioral Studies in Business, pp. 1-10

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by GI Lee

Incremental or Radical Innovation

October 11, 2016 in uncategorised

Incremental or Radical Innovation

According to Harvard Business Essentials, incremental innovation is exploiting, reconfiguring, or improving upon already existing products, services, or technology whilst radical innovation employs new technology or concepts to introduce products or services that are completely new to the world. Such innovations provoke the status quo way of thinking and redefine the level of competition within an industry and thus “innovation happens through the connection of previously unconnected bodies of knowledge.” (Bttina Von Stamm 2003)

I alway have been considered innovation was invention of something completely new to the world. As I realize that most innovation rather revolve from existing knowledge than evolve from no where, the term innovation now appealed to be more approachable to aim for.

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by GI Lee

The Creative Economy

October 11, 2016 in uncategorised

The Creative Economy 

“Creativity is the generation of new ideas. Either new ways of looking at existing problems, or the discovery of new opportunities. Innovation is the exploration of new ideas. It is the process that carries a concept through to new products, services, or ways operating in business. Design is what links creativity and innovation. It shapes ideas so that they become practical and attractive propositions for users or customers.” (Best K. 2015)

Our world has been changing at unprecedentedly fast pace since past 200 years. Freedom of capital market system increased competition, technological development contributed to access, wealth, and speed of information while significant demographic changes and general education level improved. People generally care more about the health and environment while constantly seeking for making impact on the societies. Only the organisations who strive to stay creative and seek for innovation will survive. The future of our generation will depend on other new cultures and technology to move forward. In short, our generation is living in the most creative economy where creativity, innovation, and design play critical roles.

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I believe that the borders of creative industries are becoming blurry as almost every industries in the market now require creativity, innovation, and designs. However, it is still worthwhile to explore conventional structures of creative industries to better understand the creative economy. NESTA and DCMC includes following 13 key creative industries:

  1. Advertising
  2. Architecture
  3. Arts & Antiques
  4. Computer Games
  5. Crafts
  6. Design
  7. Fashion
  8. Film & Video
  9. Music
  10. Performing Arts
  11. Publishing
  12. Software
  13. TV & Radio

Also, CISAC’s research indicated that Europe has comparably more producers while Asia has bigger markets for creatives. This useful information could imply that possible creative project opportunities could be discovered between Europe and Asia for my future career in the creative industry. Studying and being inspired in Europe while working in Asia could be an ideal option.

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by GI Lee

Creativity-(DESIGN)-Innovation

October 4, 2016 in uncategorised

Creativity-(DESIGN)-Innovation 

From this week’s lecture, the definition of creativity, innovation, and design have been introduced. According to the lecture, creativity is the generation of new ideas – either a new way of looking at existing problems or the discovery of new opportunities. Innovation is the exploitation of new ideas. Design is what links creativity and innovation – it shapes the ideas so they become practical and attractive propositions for users and customers. In summary, Creativity-(DESIGN)-Innovation

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by GI Lee

Design + Management

October 4, 2016 in uncategorised

Design + Management 

Steve Jobs once said, ‘some people think design means how it looks. But of course, if you dig deeper, it’s really how it works’.

Thousands of great definitions and quotations about design and management could be found online. In my own definition, design is the creative and repetitive process to derive rational solution for the future while management is critical and systematic process to generate values in most productive, and profitable way.

So Design + Management = Design Management?

Not sure yet. I would be able to answer this question by the end of next year. Time to have some fun with Design Management & Culture.

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