"Marketing Bullet" vs "Customer-motivating Design"Johnson & Johnson's, one of America's most prominent Fortune 500 companies, is focusing on the packages and overall design; previously Johnson & Johnson's hasn't have their own design derictor, but they have outsourced their packages and design.
Apparently simple repackaging of J&J's flagship brand keeps the iconic teardrop but adds cleaner type and tinted bottles. Furthermore, big box stores considered Band-Aid's previous cardboard bulk package to be forbidding. The new version features a set of interlocking plastic cases—and is now stocked by stores such as Costco. Johnson & Johnson acquired the Rembrandt brand in 2005, revamping the product line before relaunching it last May. All these changes are to focus on the customers' value and as a result design truely motivates the customers to take the product home.
The article says, Hacker has always had the support of management, but changing the company's approach to design hasn't been easy. "We're bringing a problem-solving process to our marketing partners that they aren't used to," he says of his centralized approach. "It's been a challenge."
Hacker also hopes to change the way designers and corporations think about sustainability. "Everything we do is as sustainable as we can make it," he says. "It's part of the process, but it's not the definition. We're designing to create positive consumer experience, and while we do that—by the way—we're also making it sustainable. I'm on a mission to tell designers that sustainability has got to be a part of what they do."
Opinions
The whole point of the design-driven marketing and design that truely meat customers need is to produce sustainable advantages and competitiveness. As we learned in the class, design of the products and the packages of them are becoming one of the best promotion that can improve the perceived value. It is worth noting the importance of the design one more.
Johnson & Johnson's Big Design Challenge by Mark Lamster , May 21, 2008, Business Week
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