Why is it so important to distill intangible feelings and attributes into a three-dimensional product?
Looking at the purchase process from awareness to post-purchase evaluation, the product is what the consumer is going to spend the most time with long after the messaging, packaging, and advertising impact is gone. So, it really is important to understand the trade off between non-recurring costs (NRE) costs, design, product development, and product/brand longevity. A great example of this is Apple: its iconic design and popularity transcends the cost of its products. How can product design affect the marketing initiatives of your customers? It can be very disruptive. Many clients accept the idea that their products will be disruptive in the marketplace but don’t realize that these products can disrupt corporate processes and organizations as well. Ignition has defined a stage within its processes where the customer needs to set aside time to review the impact of the new direction, whether it is affects the product idea, target market, positioning, or messaging, and rethink the marketi
