03.02.2015 Views

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 ...

SHOW MORE
SHOW LESS

You also want an ePaper? Increase the reach of your titles

YUMPU automatically turns print PDFs into web optimized ePapers that Google loves.

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.

Hooray! Your file is uploaded and ready to be published.

Saved successfully!

Ooh no, something went wrong!