The future of corporate brands being accessible to the common person is already here. All major brands including Nike and BMW are enabling their customers to actually build customized products and then buy them.

I was looking at www.nikeid.com and was amazed at the ease with which you can actually build your own nike branded shoes (complete with choice of shape, color of the sole, shoelaces color, color of the nike swoosh, the air bags etc).

In fact you can brand your own name at the back of each shoe! Now that is what Michale Fortin is talking about in his report the “Death of a Salesletter”. Enabling customers to buy what they want and how they want rather than be sold to.

If small design businesses can give the same level of flexibility to their customers and allow them to actually build what they want to buy it would really improve their bottom line. For instance. this has inspired to re-structure our package system in such a way that visitors to our website can actually build a package on their own and then buy.

I mean, why should we force our customers to buy a “package”? In my opinion most of the “packages” promoted by most online logo design companies are based on what other similar companies are offering. So we are now in a situation where every package seems similar. Perhaps the customers believe that is the defactro standard.

Logo Design Works has been online for a long time and we have tried different package systems. We always tried to find out from customers what they would like from our packages. But I must admit we are not guilty of coming up with packages that made “market” sense.

More on this topic later on.