Referat af Erfamøde for DDA-partner, d.28. februar 2011 Tilstede ...

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Side 2 Søren: Hvis du har et godt produkt, er der så en høj værdi tilknyttet logoet Har du så også et godt firma DSB har ikke et fysisk produkt, derfor står vi overfor en stor udfordring i forhold til service og servicedesign. Sammenhæng mellem logo, brand og produkt er vores store fokus. Ellen: Ift. visuel identitet, er vores identitet ikke afstemt med vores prisniveau. Vi fremstår dyre og det er et problem pga. dårlig presseomtale. Det kunne være interessant at lave en analyse af det. Måske designet ser for ”pænt” ud Forbrugeren tænker måske at prisen på TDCs produkter kunne nedbringes hvis designet/visuel identitet nedtones. Rune: Det er dyrere og mere kompliceret at skabe godt design, pga. at, et fysisk produkt ikke er nemt at konvertere til andre user-interfaces fx som Iphone. Michael: Balancen mellem brandede og ikke-brandede produkter. Hvornår skader det ene andet Og omvendt. Nicola: (Hentyder til Flip-camera). Det er nemt at sælge i USA men svært i Europa. Hvad skal man fokusere på at sælge i de respektive lande Brugeroplevelse, design etc. Storytelling kan være et potentielt redskab. Eller at simplificere produktet. Det nytter ikke at tænke i konventionel marketing, fordi den er top-down. Bottom-up initiativer kan være en mulighed for at skabe et attraktivt community for brugerne. Questions for discussion: Egon: We do not set our prices ourselves. They are regulated by the government. How can we work with our products and design, when we cannot control the price We’re very interested in getting design justified in Coloplast. Medical marketing in other terms. Jesper: How much is the design worth in the whole service package (DSB) Can you calculate the value of the individual logo Brand Søren: If you have a good product, how big is the value of the logo Does that mean that you also have a good firm DSB doesn’t have a physical product, therefore we face a big challenge in relation to service and servicedesign. The link between logo, brand and product really has our attention. Ellen: In relation to visual identity, our identity is not attuned to our prices. We appear more expensive and that’s a problem due to bad press coverage. It could be interesting to do an analysis of that. Maybe the design looks to ”good”. The consumer might think that the price could be reduced on TDC’s products if the design/visual identity was reduced. Rune: Its much more expensive and comlicated to create a good design because a physical product, not easily is converted into other user-interfaces such as a iphone. Michael: The balance between branded and non-branded products. In which situation does one thing harm the other And the other way around. Nicola: (Refering to a flip-camera). It’s easy to sell in the USA but difficult in Europe. Where should your focus be in the different countries User-experience, design etc. Strytelling could be a potential tool. Or to simplify the product. It doesn’t work to think in traditional marketing terms, because it’s top-down. Bottom-up initiatives can be a possibility to create an attractive community around the users. De fremtidige perspektiver for ”Design i større virksomheder” Tore Kristensen er meget interesseret i at lave arbejde og analyser med de enkelte virksomheder. Kontakten går igennem DDA og efterfølgende afholdes evt. et opfølgende møde hvor resultaterne fremlægges.
Side 3 The future aspects for ”Design in larger companies” Tore Kristensen is very interested in doing collaborations and analysis with the individual companies. The contact will go through DDA and in the future there’s gonna be held a follow-up meeting where the results are presented.
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Referat af Erfamøde for DDA-partner, d.28. februar 2011 Tilstede ...

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