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Issues on Design: A TOOL TO HELP COMPANIES CUT COSTS AND IMPROVE THEIR COMPETITIVE EDGE As we enter the New Millennium, and as products proliferate, new competitors emerge and consumers tighten their belts. Surprisingly, however, even in such economic tough times, many companies overlook a cost-effective and relatively obvious business tool that can help improve their competitive edge. That business tool is design.  Of course, some of today's leading companies recognized years ago the impact design had on their bottom line. Many well-known companies also recognized several decades ago that their corporate identity and the identities of their products and services could generate a high level of customer awareness that would help drive sales.  In economic tough times like these, it makes sense for companies to continually review whether they're getting the most bang for their marketing budget. An audit of their packaging, merchandising displays and communications materials frequently can help identify budgetary black holes as well as areas of marketing opportunity.  It's advisable for companies to regularly evaluate how effectively they're communicating with their audience, via their corporate identity, consumer product packaging and marketing communications materials. In a highly competitive sales environment filled with what many consumers perceive to be parity products and services, design is a cost-effective tool companies can use to improve their competitive edge.

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