Hans Booms About Design Management Anno 2010

The Design Management Network DMN celebrates its 10th anniversary. Reason for a celebration on Tuesday 19 October. This night the stage is set for the members. What is their vision on design management anno 2010?

Hans Booms, partner at Edenspiekermann Amsterdam, shows that the design manager of today no longer plays the role of ‘visual identity guard’. The perception and appreciation of a brand depends increasingly on the quality of its services. Does the brand deliver on the brand promise?

We realize that merely investing in the brand promise (a beautiful campaign, a slick website) is not enough. Who wants to build a lasting relationship with customers, has to ensure that service is excellent at the moment of truth.

By using painful examples Hans Booms makes clear that there is still a world to win when it comes to this. It happens only too often that marketing, communications and ICT don’t co-operate and that the customer is completely left out in the process.

Here lies a major role for the design manager of today, who can ensure, as a director and initiator, that the service is a great and complete experience. And thus contributes to a positive appreciation of the brand.

The Design Management Network was established in 1999 and has about 110 members. The DMN is committed to increase and exchange knowledge among its members and to promote design management as a discipline in general.

View our presentation on Brand experience & Service design
www.dmnetwerk.nl