Assimple as it sounds, building functionality into a beautiful design is not always easy. At times you will need to sacrifice design aesthetics to achieve the need in functionality. The ultimate goal of any product team is to achieve the “hybrid” formula of “simple” sophistication with a “functional” design.
Great brands have established a certain “look” , “feel” and “mystique” behind what they build and do. This is intentional and by design, being at the outset you established your “foundational” principles in driving the brand to your”core” enthusiasts. Correct …? When you have this foundation established, everyone no matter how difficult the task, understands the need to achieve a great design, but a functional one that serves the purpose of its intended use. As you move along the path of building product line extensions and growing your brand overall, this will continue to be your challenge, stay “true” to the foundation as a team. For if you sacrifice to quickly or not collectively, you risk losing your “Edge” as a brand, your defined POD and degrading the “Innovation” driven mindset.
Brands must grow, and the goal of building “simple”, yet sophisticated designs with increasing functionality becomes more challenging. This is where your established foundation will serve you best. The brand will lock arms, refuse to give in to mediocrity, and build the greatest products on the planet, period….!
“Always look to “blend” Design sophistication with Functionality…”
“Always look ahead, never behind…”
“Always stay “true” to your Brand Principles…”
Enjoy the Ride.!
“Product Innovation and Marketing Success Blog…”
Bryan Smeltzer is a successful consumer products business executive and entrepreneur. He has held executive-level roles in business development, product, and marketing with some of the world's most prestigious brands, including; Oakley, TaylorMade, Adidas, K-Swiss, Schutt Sports, among other international brands. In addition, Mr. Smeltzer founded an apparel brand, successfully running a profitable business for ten years, eventually selling to a VC firm. He currently oversees LiquidMind Inc., a global brand strategy firm that partners with both start-ups and established brands to empower their businesses to think different, be different, drive a passionate culture, and execute relentlessly.