Sune Aagaard
Gyldendal Business, Copenhagen, 2009, Danish
Nonfiction, Product/Industrial Design
ISBN: 791390458

From the Publisher. Instant Icon (the subtitle translates as “Products that Create Exceptional Value and How to Create Them”) comprises an as yet unmapped category of branded business-to-consumer products that have serious business potential. They are characterized by their potent emotional appeal and ability to cleverly communicate to an audience. They create powerful pull effects, generate heaps of attention, and magnetically draw toward them a dedicated following. Instant Icons are cultural success stories as well as business success stories. They may very well be the world’s most powerful marketing tools! This book sets forth to prove that Instant Icons have emerged as the next big thing at the intersection of fashion design, product design, and business innovation. And not only that: There is a step-by-step method you can follow to develop your own Instant Icons. Try them on for size. Work with them. Play with them. Watch them soar.

Throughout the book we will hear the most prominent practitioners and experts presenting their views on what’s going on within product development and creative management. People, who work everyday at the frontier of product development, innovation and design. People such as Paola Antonelli, Tim Brown, Jonathan Ive, Marc Newson, Ross Lovegrove, Julie Lasky, Antonio Bertone, Yves Béhar, Karim Rashid, and many others will be interviewed and present the reader with their cutting-edge insights from the field.

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