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Inventing Brands: Opportunities at the Nexus of Semiotics and Intellectual Prope

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AUTHOR(S):

James G. Conley, Clinical Professor, Center for Research in Technology, Kellog School of Management, Northwestern University; J. Duncan Berry, Principal and Founder, Applied Iconology, Inc.; Laura DeWitt, Research Director, laga; Mark Dziersk, Vice Presid

 

One of the great challenges of modern design management is to create competitive advantage through branded differentiation. With this in mind, it is crucial that designers learn to proactively manage their offerings in a way that emotionally connects to b

 

PUBLISHED: 2008

 

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Innovation, Branding, Brand Design

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