Forget BusinessWeek’s BCG research into the most innovative companies or Interbrand Best Global Brands research to proof the value of design. Their focus is on financial measurements only.
Instead, meet the new research into best brands: the Good Brands Report by PSKF. This report describes the brands that not only lead in innovation, but also in being responsible and connecting with their communities.
Summarised PSKF identified some common traits between these Good Brands:
- usability: enhance your usefulness for the consumer
- premium aesthetics: win the heart of consumers with premium aesthetics and premium experience
- consumer engagement: actively involve consumers & partners and listen to their opinions
- new model: follow the consumers needs and change your business models to suit them
- environmental responsibilities: integrate sustainable practice into the brand
Sounds familiar, doesn’t it?
So, if we as design professionals just keep doing what we love most and continue building ‘good brands’, we will be able to use the Good Brands Report as a measurement to show the value of design much more holistically.
Tags: design value, innovation, measurements, sustainability
