Start up brands are often evolved around one single product. If you want your brand to survive in the long run, you sooner or later need to innovate and extend your product portfolio: because as good as your product might be, it won’t sell forever.
On the other hand, OEM’s or ODM’s transforming to OBM’s typically have (too) many products on offer, due to the pragmatic ‘you ask, we run’ thinking. This isn’t surprising, since it’s exactly what ODM’s do. But for an OBM, the lack of a brand identity in product design (the design language), and the “me-too” character of the product portfolio, stand in the way of growing an authentic, strong brand.
The challenge in both cases is to build a structure and organization for executing your brand strategy, and creating awareness of the importance of design & innovation. Integrating those two throughout your entire organization is essential for becoming a strong brand.
Orange Creatives’ design management is not only about creating a design language for brand recognition, and implementing this in product lines with the same look and feel. We are also strong in building a design and innovation minded organizations that on the long-term can be more competitive and autonomous as an innovative design brand.