kHUB All Member Forum

One of the topics briefly covered in my Product and Brand Management MBA course last semester was the role of design and its associated impact on a given brand. As such, the editorial, "Designing the Future: Past and Future Trajectories for Design Innovation Research" in the September 2020 issue of the Journal of Product Innovation Management caught my attention. I was particularly interested in the discussion between design novelty and design consistency. In class, we learned about how innovative product design is a key means of brand differentiation. However, as mentioned in the article, a "tipping point" exists when it comes to design novelty and brand recognition. It's critical to either find a balance between maintaining the look of the brand while exploring new designs or seek ways in which consumers can adjust to design changes.

According to the article, research indicates that consumer preference leans towards designs that are not categorized as too similar or too different from the established look of the brand. From your experience, how much does design consistency influence decisions over design innovation? What is the optimal way to approach designs that keep the brand "fresh" without damaging brand recognition?

One of the topics briefly covered in my Product and Brand Management MBA course last semester was the role of design and its associated impact on a given brand. As such, the editorial, "Designing the Future: Past and Future Trajectories for Design Innovation Research" in the September 2020 issue of the Journal of Product Innovation Management caught my attention. I was particularly interested in the discussion between design novelty and design consistency. In class, we learned about how innovative product design is a key means of brand differentiation. However, as mentioned in the article, a "tipping point" exists when it comes to design novelty and brand recognition. It's critical to either find a balance between maintaining the look of the brand while exploring new designs or seek ways in which consumers can adjust to design changes.

According to the article, research indicates that consumer preference leans towards designs that are not categorized as too similar or too different from the established look of the brand. From your experience, how much does design consistency influence decisions over design innovation? What is the optimal way to approach designs that keep the brand "fresh" without damaging brand recognition?