October 2010
Beginner
208 pages
4h 56m
English
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68 Planning for Change
Commitment to an identity program over a defined period of time makes sense, though identity programs are made for reinvention. Organizations often coordinate program changes with scheduled events: a product launch, a trade show, an advertising campaign. Built-in plans to evolve allow organizations to anticipate the next event with less internal heartburn over the changes.
Every opportunity to keep the identity program fresh and relevant also represents an opportunity to react to changing market conditions and shifting customer needs. Programs provide the necessary space for an identity to evolve, but change just for the sake of change doesn’t necessarily contribute to a better brand experience—just a different one. Designing ...
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I'm always learning. So when I got on to O'Reilly, I was like a kid in a candy store. There are playlists. There are answers. There's on-demand training. It's worth its weight in gold, in terms of what it allows me to do.