Turn Logic into Magic (2)

By Dominique Trempont, Guest Author A brand is a person’s perception about a company, a product and/or a service (support, training, customer service, straight service). It is emotional and personal: each of us decides to recognize a brand positively, negatively or not at all. A brand is what people say it is, not what a

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Turn Logic into Magic (1)

By Dominique Trempont, Guest Author Do brand and design matter? What is a brand, after all? Why has brand become so important these days? Why is it so difficult to build? How does brand relate to design? Ryan Air was launched in Europe 6-7 years ago to reinvent the airline travel experience.

A-Players, A-Team: Napoleon Failed

By Dominique Trempont, Guest Author In 1815, Napoleon began building up his army in preparation for an invasion of Belgium. His goal was to capture Brussels. He wanted to divide the British, Prussian, Belgian and Dutch armies before defeating them separately, forcing Wellington’s army to retreat back to the Belgian coast in the west and

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Top Ten

By Dominique Trempont, Guest Author Why do strategies fail? How do CEOs ensure that things they want done get done? Most of the time, strategies fail because they are not executed well. It is because there is a gap between what the CEO wants to achieve and the ability and priorities of his or her organization

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Design Can Carry A Brand

By Dominique Trempont, Guest Author A brand is the emotional vibration between a company and its customers. That vibration is about establishing trust that customers should expect a consistent experience with the products and services of a company. An example of that emotional vibration is Jaguar, at least in the 1950s and 1960s.

Airline Experience: End-to-End Design

By Dominique Trempont, Guest Author When I think of a service, I think of it in the same way as a product, with a set of features/functions that are clear. It is about creatively visualizing a customer experience in all its aspects, end-to-end. A service can be broken down into pieces, into a process, with

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Crisp Design Enjoys Premium Pricing

By Dominique Trempont, Guest Author In kitchen appliances, Alessi and Cuisinart come to mind for their excellent design. They produce objects and kitchen appliances that consumers display on their counters and tables. Cuisinart products are intuitive to learn and use. They are high quality, save time and reduce or eliminate perceived complexity. They are intuitive

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Tasteful Design = Premium Pricing

By Dominique Trempont, Guest Author When I met Daniel Borel and Pierluigi Zappacosta, twenty years ago, they had just founded Logitech and had come out with their first product: a well designed computer mouse. I thought that they were embarking on a difficult business: who will buy another mouse once it comes bundled with every

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