The Opportunity Clinic - 28 Tactics for Managing Your Business in a Recession Part 3 of 28 Design Opportunities- Hope or Nostalgia

Mention the word design and what do you think of? Most people associate it with product design-creating functional differentiation through novel features, effectiveness through ergonomic principles, superior performance, convenience,etc. Think Apple iPod, iPhone or the Dyson vacuum cleaner.

In difficult economic times people turn back to nostalgia and comfort foods. I saw the following advertisement in the subway last night.

 

“Eating Kraft Peanut Butter makes you feel great but you can’t narrow it down to just one feeling,” said Jordan Fietje, senior product manager, marketing, for Kraft Canada. “We are reminding our consumers of all the good feelings you get when you have peanut butter.” ....A heart, happy face, peace sign and sunshine are among the 10 symbols used throughout the campaign.

Design is increasingly being acknowledged as an important strategic tool in creating preference and deeper emotional value for the consumer. Different design elements may be used strategically to create two very different outcomes or value chains from a consumer’s perspective. Certain design elements are more likely to create functional product differentiation and transactional consumer outcomes, while other design strategies tap into a more emotional form of value creation. An emotional focus in value creation is more likely to create desired and powerful outcomes such as loyalty, joy of use, delight and even passion. Given current business trends towards relationship-based customer management, this emphasis on emotional value creation through product design is becoming particularly relevant and a growing opportunity window. Entrepreneurs need to consider product design strategies that can use to enhance the transactional as well as relational values in their customer relationships...so you can design nostalgia or hope into a product. Wonder if Olbama is listening?

From the Opportunity Clinic ™ ©  1981-2009

Walter Derzko, Smart Economy, Toronto

Author of the soon-to-be-released book: Hard Times Golden Opportunities.. about opportunity recognition in a recession/ depression featuring 45 opportunity scenarios.

Realted posts in this series:

The Opportunity Clinic; 28 Tactics for managing your Business in a recession Part 6 of 28 What's in your Recession Playbook?

The Opportunity Clinic; 28 Tactics for Managing your Business in a Recession Part 5 of 28 Category Killer Innovation-India's $10 laptop

The Opportunity Clinic - 28 Tactics for Managing Your Business in a Recession Part 4 of 28 “Left Behind “Opportunities- Go Green & Go Slow

The Opportunity Clinic - 28 Tactics for Managing Your Business in a Recession Part 3 of 28 Design Opportunities- Hope or Nostalgia

The Opportunity Clinic - 28 Tactics for Managing Your Business in a Recession Part 2 of 28 Innovation or Efficiency?

The Opportunity Clinic - 28 Tactics for Managing Your Business (& surviving and thriving) in a Recession Part 1of 28

 

Related Posts over that past year:

·         Opportunity Recognition in Difficult Times

·         Recession - Proofing your Business - Spotting & Designing Opportunities in a Downturn

·         Recession - Proofing your Business - Spotting & Designing Opportunities in a Downturn – June 25, 2008, Ontario College of Art Design, Toronto, ON

·         Recession-Proofing your Business-Strategies and Tactics for smoother sailing in turbulent seas

·         Master Class in Opportunity Recognition for entrepreneurs and intrapreneurs> May 30th 2008> University of Toronto

·         Turning Misery into Opportunity

·         Vacuum leaves pullout opportunities;

·         How will baby boomers handle the recession? Zoomers, Doomers, Gloomers, Opportuneurs

·         Recession, Depression and Shortages as Opportunities

·         Restructuring of American Business-A New Business Model?

·         Using New Yorker Cartoons for Opportunity Recognition /Sense-making & Pattern Recognition

·         Text Mining for S&T Scouting, Foresight and Opportunity Recognition

·         The Opportunity Clinic-swapping opportunity scenarios 08-002

© 2005-2009

Walter Derzko -"Changing the world, one idea at a time"©

Expert, Consultant and Keynote Speaker on Emerging Smart Technologies, Innovation, Strategic Foresight, Business Development, Lateral Creative Thinking and author of an upcoming book on the Smart Economy "

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