ABSTRACT
This conclusion presents some closing thoughts discussed in the preceding chapters of this book. The book examines how product design can be integrated into a company's brand-building activities. It provides guidelines, principles or models of how to use the design process when building a brand. The book examines the product DNA and a story about how the product serves to build the brand experience. It then defines the Brand Activity Framework and understands the larger context for the product design process, both internally in the company and as part of the market and cultural context align touch-points. The book develops a culture that maintains a knowledge base about the brand and the product. It establishes a balance between coherence and change that strikes the right tempo for the brand. It defines the values that form the basis for internal and external engagement with the brand. The book defines the strategy and role the product should play in the brand strategy.
