Chapter 4: Give Me Brand Candy: Everyday Objects Get Sharp, Delicious, Intuitive Design
General Summary- The chapter starts with a summary of how the brand, Motorola, repositioned itself in the marketplace. The company launched the RAZR in August 2004 and it exceeded all expectations and impressed the general public and top executives in the industry. This success was greatly related to innovative design.
Later in the chapter, Johnson describes “why we crave brand candy” using 12 different characteristics. See page 85 for a list of these characteristics. Basically, Johnson says that design creates a way for consumers to differentiate from other brands in the market.
Case Studies-
-When iPod created the iPod Nano, many design elements were in play. The uniquely small shape of the MP3 player made it a challenge for engineers to fit everything in.
-Fisher-Price has a design innovation center they call “the Cave” where marketers and toy designers work together to come up with new ideas for toys. At first, employees were skeptical to this new layout, but executives say it has been successful for the company.
-3M is a company that knows what their customers really want when they ask for something. Employees are trained to get down to the root of the problem a customer is facing and solve that through innovative thinking.
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