Referat af Erfamøde for DDA-partner, d.28. februar 2011 Tilstede ...
Referat af Erfamøde for DDA-partner, d.28. februar 2011 Tilstede ...
Referat af Erfamøde for DDA-partner, d.28. februar 2011 Tilstede ...
Create successful ePaper yourself
Turn your PDF publications into a flip-book with our unique Google optimized e-Paper software.
København<br />
3. marts <strong>2011</strong><br />
<strong>Referat</strong> <strong>af</strong> <strong>Erfamøde</strong> <strong>for</strong> <strong>DDA</strong>-<strong>partner</strong>, <strong>d.28.</strong> <strong>februar</strong> <strong>2011</strong><br />
<strong>Tilstede</strong>:<br />
Egon Triel – Coloplast<br />
Jesper Jul Mørch – DSB<br />
Søren Moesgaard – DSB<br />
Ellen Engebretsen – TDC<br />
Rune Domsten – Prevas<br />
Nicola Girotti – Cisco<br />
Friederike Faller – Knud Holscher Design<br />
Susanne Gylstorff – Danisco<br />
Gitte Just – <strong>DDA</strong><br />
Laura Jantzen – <strong>DDA</strong><br />
Kasper Møller Larsen – <strong>DDA</strong><br />
Oplæg: Is good design good business<br />
Tore Kristensen, professor CBS<br />
Bjørn Gjedde Kristensen, student CBS<br />
Gorm Gabrielsen, lektor CBS<br />
Spørgsmål/kommentarer til oplæg:<br />
Nicola: Pris er ikke nødvendigvis markør <strong>for</strong> ”good business”. Kan blive <strong>for</strong> høj og det<br />
modsatte scenarie kan opstå.<br />
Tore: Hvert studie <strong>af</strong> brands er en kontinuerlig proces, hvor viden udarbejdes hele tiden. Er<br />
meget interesseret i at få samarbejds<strong>partner</strong>e (<strong>DDA</strong> <strong>partner</strong>e) at arbejde med.<br />
Questions/comments:<br />
Nicola: Price is not nescessarily a marker of ”good business”. It can be too high and the<br />
opposite scenario can occur.<br />
Tore: Every study of a brand is an ongoing proces where knowledge is developed all the<br />
time. Is very interested in getting collaborators from <strong>DDA</strong> to work with.<br />
Diskussionsspørgsmål:<br />
Egon: Vi sætter ikke selv vores priser. De er statsreguleret. Hvordan kan vi arbejde med<br />
vores produkter/designs når vi ikke kan bestemme pris Vi er meget interesseret i at få<br />
berettiget brugen <strong>af</strong> design i Coloplast. Medical marketing med andre ord.<br />
Jesper: Hvor meget er designet værd i hele servicepakken (DSB) Kan man beregne værdien<br />
<strong>af</strong> det enkelte logo Brand
Side 2<br />
Søren: Hvis du har et godt produkt, er der så en høj værdi tilknyttet logoet Har du så også<br />
et godt firma DSB har ikke et fysisk produkt, der<strong>for</strong> står vi over<strong>for</strong> en stor ud<strong>for</strong>dring i<br />
<strong>for</strong>hold til service og servicedesign. Sammenhæng mellem logo, brand og produkt er vores<br />
store fokus.<br />
Ellen: Ift. visuel identitet, er vores identitet ikke <strong>af</strong>stemt med vores prisniveau. Vi fremstår<br />
dyre og det er et problem pga. dårlig presseomtale. Det kunne være interessant at lave en<br />
analyse <strong>af</strong> det. Måske designet ser <strong>for</strong> ”pænt” ud Forbrugeren tænker måske at prisen på<br />
TDCs produkter kunne nedbringes hvis designet/visuel identitet nedtones.<br />
Rune: Det er dyrere og mere kompliceret at skabe godt design, pga. at, et fysisk produkt ikke<br />
er nemt at konvertere til andre user-interfaces fx som Iphone.<br />
Michael: Balancen mellem brandede og ikke-brandede produkter. Hvornår skader det ene<br />
andet Og omvendt.<br />
Nicola: (Hentyder til Flip-camera). Det er nemt at sælge i USA men svært i Europa. Hvad<br />
skal man fokusere på at sælge i de respektive lande Brugeroplevelse, design etc.<br />
Storytelling kan være et potentielt redskab. Eller at simplificere produktet. Det nytter ikke<br />
at tænke i konventionel marketing, <strong>for</strong>di den er top-down. Bottom-up initiativer kan være<br />
en mulighed <strong>for</strong> at skabe et attraktivt community <strong>for</strong> brugerne.<br />
Questions <strong>for</strong> discussion:<br />
Egon: We do not set our prices ourselves. They are regulated by the government. How can<br />
we work with our products and design, when we cannot control the price We’re very<br />
interested in getting design justified in Coloplast. Medical marketing in other terms.<br />
Jesper: How much is the design worth in the whole service package (DSB) Can you<br />
calculate the value of the individual logo Brand<br />
Søren: If you have a good product, how big is the value of the logo Does that mean that you<br />
also have a good firm DSB doesn’t have a physical product, there<strong>for</strong>e we face a big<br />
challenge in relation to service and servicedesign. The link between logo, brand and product<br />
really has our attention.<br />
Ellen: In relation to visual identity, our identity is not attuned to our prices. We appear<br />
more expensive and that’s a problem due to bad press coverage. It could be interesting to do<br />
an analysis of that. Maybe the design looks to ”good”. The consumer might think that the<br />
price could be reduced on TDC’s products if the design/visual identity was reduced.<br />
Rune: Its much more expensive and comlicated to create a good design because a physical<br />
product, not easily is converted into other user-interfaces such as a iphone.<br />
Michael: The balance between branded and non-branded products. In which situation does<br />
one thing harm the other And the other way around.<br />
Nicola: (Refering to a flip-camera). It’s easy to sell in the USA but difficult in Europe. Where<br />
should your focus be in the different countries User-experience, design etc. Strytelling<br />
could be a potential tool. Or to simplify the product. It doesn’t work to think in traditional<br />
marketing terms, because it’s top-down. Bottom-up initiatives can be a possibility to create<br />
an attractive community around the users.<br />
De fremtidige perspektiver <strong>for</strong> ”Design i større virksomheder”<br />
Tore Kristensen er meget interesseret i at lave arbejde og analyser med de enkelte<br />
virksomheder. Kontakten går igennem <strong>DDA</strong> og efterfølgende <strong>af</strong>holdes evt. et opfølgende<br />
møde hvor resultaterne fremlægges.
Side 3<br />
The future aspects <strong>for</strong> ”Design in larger companies”<br />
Tore Kristensen is very interested in doing collaborations and analysis with the individual<br />
companies. The contact will go through <strong>DDA</strong> and in the future there’s gonna be held a<br />
follow-up meeting where the results are presented.