Current Newsletter

TO CHANGE PERCEPTION YOU NEED TO TOTALLY CHANGE DIRECTION.

We've all heard it before; a company promoting the release of a new product to try and recover from a failed effort the year before. Typically this new product is just a version of what they have always done. It doesn't challenge the consumer's current opinion of the product or the company responsible for creating it.

Companies like Ford continue with failed attempts to revitalize their brand. They slip further and further away from their consumer by designing cars no one wants to drive and so support the current perception of Ford vehicles ...undesirable!

If you want to change the consumer's perception you need to change design direction and offer something totally new and remarkable.

Now look at Puma. A brand started in the 1920's, it has popped up as different sports and lifestyle products throughout the years but today it's red hot! Puma changed direction by appointing CEO Jochen Zeitz in 1993 and has never looked back. He embraced design and instilled the company's long term Mission to be the most desirable Sports Lifestyle Company in the industry. Just look at Puma's version of the urban bicycle; one single tension cable holds the bike in it's regular position. Release this cable and you can fold up your bike to fit in your cramped condo elevator. What changed? Mr. Zeitz realized he would have to change direction to change perception.

WHAT'S THE IMPACT?

By embracing design, Mr. Zeitz has been able to change the consumer's faded opinion of the Puma brand. Today Puma continues to steal market share away from brands like Nike and RBK with their attention to consumers' needs and wants, while delivering it to them through a store and product design experience that brings Puma's long term Mission that much closer every day!

For help to change your company's design direction contact: Impact Machine Design Inc.

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