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Measuring the Future Brand Effect of Graphic Design

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Gert L. Kootstra, MBM, Managing Consultant, Census Design Management BV; Jos Vink, Managing Partner, Blauw Research


Although many executives acknowledge the importance of design assets, it can be difficult to convey their benefits with hard numbers. Gert Kootstra and Jos Vink, members of the Dutch Designers Association, have developed a quantitative research instrument




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