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New PDF release: Brand Thinking and Other Noble Pursuits

By Debbie Millman, Rob Walker

The inspiration of the emblem, like all idea that dominates markets and public realization, is a problem to outline. Is it an easy differentiator of the cereals in our cabinets, a manipulative brainwashing device pressured on us by means of agencies, or an artistic triumph as able as any artwork type of stimulating our feelings and mind?
For these people who grapple with those questions about a regular foundation, model pondering and different Noble goals elevates the dialogue to the extent of revelation. every one bankruptcy is an intensive discussion among Debbie Millman, herself a layout visionary, and a distinct chief within the box. by means of asking questions deeply educated by means of her personal services, Millman coaxes lucid, prescient solutions from twenty-two interview matters, between them Malcolm Gladwell, Tom Peters, Seth Godin, and godfather of recent branding Wally Olins.

This enticing and enlightening e-book is an exceptional discussion board at the kingdom of contemporary branding and the way businesses and shoppers can top comprehend the habit in the back of why we model and why we purchase.

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In addition, utilization of product development resources was improved by 18% while unique product architectures were reduced from 17 to 3 globally. 7. PUTTING IT ALL TOGETHER: PRODUCT/ PLATFORM ROADMAPS The platform plan comes together in a Product/Platform roadmap. A Product Roadmap (or Release Roadmap) is a planning document that indicates the expected timing of product offerings from product platform(s); examples can be found in Chapter 5. It is usually in the form of a high-level Gantt chart showing the timing of planned future releases and expected duration of major development phases.

Additionally, it 36 Chapter 3 gave insight into how well these concepts are defined and internalized within the company, and which disciplines are most knowledgeable about product family development. The appendix gives an overview of the definitions provided during the interviews. The majority of the interviewees stated that platform-based product families were a known concept within their company. The analysis shows that although the definitions related to product families differ among the respondents, most refer to a set of related products with different applications based on a common, often physical or technological, "part".

In summary, the product/platform roadmap is the visual summation for the platform strategy and is used by management to help guide platform investment or rationalization decisions over the platform's useful life. 8. CLOSING REMARKS In closing, to fully realize the benefits of platform planning, execution needs to begin in the front end of product development. By following the five key steps outlined in this chapter, product development functions can ensure that platforms precede product line plans, resulting in lower overall product development costs and products that better meet customer needs.

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Brand Thinking and Other Noble Pursuits by Debbie Millman, Rob Walker


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