Philosophy

Introduction

We believe great design has five characteristics; innovative, functional, borne of collaboration, loved by those that come in contact with it, and provides great benefits, whether financial, social, and/or personal. In consumer product design we have found that this is a winning combination to maximize the benefit to both a products end users and the company that is selling it.

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Innovation

Businesses rise and fall based on many factors but customers’ perceptions of products and services are chief among them. In an increasingly competitive economic environment, it is vital to find meaningful points of differentiation for products and services that will resonate with customers. Investing in innovation to provide customers with the best possible products and services is a way to make this differentiation. Pursuing this approach has many benefits, and in a broad sense, tends to lift customer’s perceptions of a brand. This further strengthens a company’s success.

In a recent Design Council study of UK businesses where innovation has a central role, 84% say that their competitiveness has increased. And when looking at companies that compete on innovation as opposed to price alone, research has shown that 45% of firms not investing in innovation compete mainly on price as compared to only 21% of firms that do.(1)

Many companies choose to compete on price as a way of distinguishing products and services but this leads to a cycle of decreasing prices and lower profits. Combined with increasing resource costs, this is not a good strategy for growth. Innovation provides the best return on investment for sustained results over the long haul.

(1) Design Council (2005) “National Survey of Firms.” London: Design Council

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Function

We are rigorous in ensuring that all of our work is firmly grounded in function. We believe that a product’s first job is to meet specific user needs in the simplest way possible. The definition of these needs can be broad, ranging from the purely mechanical to less tangible psychological and aesthetic needs. In most cases it is not a single need but a variety of mechanical, psychological and aesthetic issues that all need to be distilled into a harmonious and balanced solution. This approach to function is always at the core of our work and the starting point of our process.

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Collaboration

We have learnt in our work over the past 22 years that our best results come from a strong collaboration with our clients. As we move forward with your projects, knowledge about your business is critical in how we approach our work together, and the more you are able to become part of our team, the better the results will be.

Collaboration also means that we stay connected with you long after our initial services are complete. Products often require tuning during the production process and beyond in to maximise their effectiveness and to improve sales. Our ultimate interest is in positive results. To this end we are your partners to make sure that the goals set at the beginning of a project continue to be measured against customer comments and sales data, and that adjustments will be made accordingly.

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Love

Certainly a lofty ideal but products that customers say they love are the ones that they want to buy. And for good reason, these are the also the products that are the highest quality, the most innovative, and simply work the best in meeting their needs. And as the sentiments of customers goes, so goes those of distributors and retailers. Positive response from customers is a clear indication of profits so providing customers with the best products is also the best strategy to achieve the highest and longest lasting returns. the two go hand in hand, a veritable love fest. We are just happy to be in the middle creating all these good feelings.

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Profit

The convenient correlation that exists between customer satisfaction and profit makes our job clear because our mission is to, 1) make innovative, high quality products for customers, and 2) generate high profits for our clients. Fortunately great products drive high profits which results in a natural balance between the two. We keep our eye on the profit part of the formula, but we achieve them by making the best possible products.

So we know that great products come into being through careful research, smart planning, and efficient manufacturing, but another important factor that can dramaticly increase profits is a products life span. Products that can remain on the market for a few extra years, or become “classics” and remain permanently on the market, will obviously have a greatly improved profit potential.

After a project is on the market our work is still not finished and profit has an important role to play in our ongoing process. Sales figures are a handy metric which allow us to evaluate the effectiveness of our work and to make any adjustments necessary. In the final analysis profit is the proof that customers love our work and that means our clients are happy too.

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Contact
MARKNADEN
Brooklyn:
1189 Bedford Avenue
No.4
Brooklyn, NY 11216

T +1 917 727 0170
E info@mark-naden.com
Milan:
Represented in
Italy exclusively by
Francesco Rossetti

T +39 32 0882 1963
E info@it.mark-naden.com
People
Helen Hur-Paguia helen@mark-naden.com Boris Kontorovich boris@mark-naden.com
Mark Naden mark@mark-naden.com Francesco Rossetti francesco@mark-naden.com

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