Question

Topic: Strategy

Different Design 4 Diferent Products? What's Best?

Posted by Anonymous on 6/25/2008 at 6:21 PM ET 250 Points
So,
I'm a Marketing manager in Editorial Market; our products and clients are B2B oriented; i run 4 different areas with 48 products.

My question is: should we use different design for each product or should we, at least, use a common design for each area?

That´s my dilemma and all the ideas are welcome

Thanks to everybody
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RESPONSES

  • Posted on 6/25/2008 at 7:29 PM Accepted
    I agree with Joe, it depends on your product, their differentiation as well as your company structure and strategy, and strength of your brand.

    Do you want all 48 products to appear as like the come from one company? Then create brand extensions that tie into the overarching corporate brand. As long as the brand extension makes sense and in line with the corporate brand, this can be pulled off successfully.

    Or are these products and their intended audiences distinctly different enough to warrant individual brands? Then create something distinct for each and bury the corporate brand. Unilever, Pepsi, P&G and such use this approach when the products are so vastly different that a brand extension isn't possible or practical (It's Quaker Oats, not Pepsi Oats).

    I know I'm just answering your question with more questions, but these are questions you and your team should ask yourselves. As you work through them the answer to your question will become more apparent.

    Best of luck.
  • Posted on 6/26/2008 at 9:48 AM Author
    To W.M.M.A.: the brand work is already done.

    To ericlowe01: the base product is the same for all, it only differs the contents according to the specific areas and target.

    If anybody wishes to teach-me more, please send an email to mesquitela@netcabo.pt

    Thanks to everybody, all the best
    Miguel
  • Posted on 7/31/2008 at 4:45 PM Member
    Selecting location for a Dental or Medical Practice.

    What are the benefits of selecting a high visibility location for a dental or medical practice? More importantly is there any data that could aid in determining if the additional cost of prime, street level space will be offset by the revenue generated solely because of its higher visibility?
    I am looking for hard facts (statistics, research papers, or articles that cite sources). Opinions, although appreciated, will not be awarded points, as the intended use for this information is a market research project for a Medical & Dental business.
    Please ask for any clarifications that might assist you in answering this question.
    Thank you in advance,
    Luke Zukowski
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