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Design Management Journal, Vol. 6, No. 1, Winter 1995

Article:

Processes for Managing Identity, Image, and Design

By Alex Simonson, Assist. Professor of Marketing, Fairleigh Dickinson University; Bernd H. Schmitt, Assoc. Professor of Business, Columbia Business School; Joshua Marcus, President, PAOS New York

Recognizing design as an organizational resource, a key concern is devising methods for productively managing this essential asset. Alex Simonson, Bernd Schmitt, and Joshua Marcus propose an approach they refer to as Corporate Aesthetics Management, a system that combines the talents of executives, consultants, and designers in a four-stage team process that moves from analysis and strategy to design and quality control.


Keywords: Corporate Identity, Design Management Strategies, Cross-Functional Management, Corporate Identity/Voice



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This document was last updated January 7, 1997.



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