Beispiel ipod bei Lutz Kucher Design Brand und Innovation
lutzkucher design brand innovation

Imagine the following fictitious scenario:

" ... one of your most important distributors intends to drop
your products due to a lack of demand. Instead of you, he
wants to integrate two new suppliers. Because one of them
offers comparable quality at a significantly lower price and
the other one's brand and products offer something refreshingly

Fictitious and yet a common situation. Companies face this
question every day again and again: What can you do to
successfully differentiate your product offering from that
of the competition?

Design and brand can be of vital help in this regard.
Provided that they are applied with vision, holistically and
in a targeted manner.