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COPYRIGHT 2003 Adams Business Media
Stories abound in our industry of wildly talented designers who have seen their careers crumble for lack of marketing acumen. The disciplines of design and marketing are two of the most important, and probably the most esoteric in our industry. Beyond certain well-known superstars in our industry, there are few people who can lay claim to being a master of both.
Marketing consultant Chuck Davidson might just be one of those people. During his long tenure as creative director at the North American Watch Company (today's Movado Group), he enjoyed a very unusual crossover role between design and marketing. His own watch design accomplishments are considerable and include the Fossil and QuoVadis watches for Corum, as well as Concord's Antibes--a design which now resides in the permanent collection of the Smithsonian Institution's Cooper-Hewitt National Design Museum.
At the same time, Chuck Davidson's marketing career encompasses advertising work with De Beers, and more than 20 years of campaigning for the North American Watch Company. Currently, he keeps his hand in the industry as a marketing consultant for clients including Vivid and Citizen Watch Co.
During a recent interview with JQ, Davidson offered some insight into how design and marketing can mix to create success in the market.
JQ: How important is design in marketing products in general these days?
CD: Design has the ability to take function to an aesthetic level. Design has, for many products, become the unique product aspect.... [It] gives you an edge. When you're trying to enter a market, you have to make a name for yourself. When design can differentiate your product and give you a unique brand name, you can compete on a higher level.
JQ: Tell us how design...
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