I n t r o d uct i on
Chapter 2 1 3
Brand o r Product
C HAPTER 2
R A N D
R O D U C T
UTSQ makes a distinction between the brand and the product. In
most cases, when a developer talks about the product they are discussing
the algorithms and user interfaces provided by the compiled version of
the source code. This is a very narrow engineering point of view that is
only a subset of user expectation and experience.
UTSQ uses the term Brand to define the users perception of future
economic gain (value in excess of costs) from access to stream of valued
work product over time. the Brand includes all of the following:
Anticipated work products and value
Anticipated costs of generating work products
Risk of unanticipated costs
Timing risk for future capabilities
Risk of failure work product not as good as anticipated or
catastrophic failure with consequential damages to user.
When the user talks about the Brand, they are discussing a complex mix
of capabilities, current and future, operating costs, trust of the developer
to deliver future enhancements, and quality of the code base to protect
them from catastrophic failure.