4 comments on “How A Great Design Can Destroy A Great Product

  1. I beg to differ.
    Four major elements determine the creation and success of a brand. Two of them are differentiation and consistency.
    In a world where there is nothing new under the sun, except you are the only one offering a product/service that everyone must either use or die, you must differentiate. You cannot just enter the market anyhow like everyone else hoping that the market will suddenly pay attention to you and leave the other company they already trust. It will never happen. Art is a universal language. Without saying a single word, people will create impressions from your design. Maybe shapes and colours are not enough to get you paying customers but they do a great job at creating an impression which can compel people to at least look for you. How you convert them to paying customers is a topic for another day but if you at least have traffic coming your way, you stand a greater chance of success.

    There is a (very true) story that no matter how hard concrete is, if water drops on the same spot continually, it will eventually make a hole. Economics states that specialization materializes from doing the same thing over time. Specialization connotes professionalism. Professionalism is great for business. Are we still talking about just design? Yes! Continually changing your brand identity as your brand status improves can leave a sour taste in your mouth. It can either leave the market confused as to ‘is this the same company or an imitation’ or ‘why are they changing, was something wrong’? It will definitely force you to spend a lot of money creating awareness (much more than you would have spent creating a good brand identity from the beginning). Coke has used the same professionally done brand identity for donkey years and Pepsi (who tried to immediate them in the beginning) haven’t stopped spending on rebranding till date.

    On a last note, the case study (apple and microsoft) are responsible for the computers and operating systems in which softwares used to develop all the great professional brands today are installed. Unavailability of technology at the point in time when they did their first business cards might just be a very good excuse for why it is this poor.

  2. Rightly said ofili, sometimes the effort and stress of creating a wonderful brand takes the focus away from starting out in the first place and even great service delivery.

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