30 June 2006

Our credibility loop

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The credibility loop
“Why not transfer money and efforts from the end (advertising) to the start (R&D) of a product life cycle”, asks David Carlson, the well-known Swedish design entrepreneur, in the June 2006 issue of the David Report, a new bimonthly newsletter on design trends and the “intersection of culture, business life and global society.”

By doing this, he argues, “companies can be much more innovative and it will give them the possibility to build-in communicative qualities into the products from the start. And by giving products and services a better meaning, the chance is much greater that the target group will source them voluntarily.” […]

“Companies will build a much more credible brand with good design and innovation strategies instead of only wrapping up the products with ads in the end. The advertising money is much better used for innovations that make a difference and that benefit both business and society. Who doesn’t want to make people’s life better, more equal and hopefully happier by developing more attractive and sustainable products or services?”

Download newsletter (pdf, 390 kb, 8 pages)

(via Business Innovation Insider)

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