Two Way Effect (Double Edge Sword)
As brand designers and market developers we can witness that we extend equal influence in both directions with our campaigns. Not only do we change the consumer/end user by interacting with and influencing their environment, leading to an awareness of the offering and subsequent interest and sale. But we actually change the product as well. We tweak its persona/image and group it with particular demographics, situations and specific emotive or practical solutions.
This can be seen as the double-edged sword. Demographic interest from our efforts and influence leads to physical changes in the products hardware or software look and capabilities in future public releases. A smart business sees from this work a rise in one or several sets of users and meets it. Hopefully your design firm gets the second contract.
