Display & Design Ideas - April 2009 - (Page 48)

48 | Think Tank Design still matters Photo: Callison/Chris Eden O ne might ask if design still matters in today’s economic climate. As consumers become increasingly discerning about their time and money, design will play an even more signiﬁcant role—not only as a differentiator, but also as a catalyst for connecting with increasingly demanding consumers who are seeking long-term value and meaning from their purchases. Interestingly, some of the greatest design movements of the last century were born in response to economic challenges, proving that through good times and bad, design endures. For example, the Great Depression spurred modernism in response to the middle-class desire for functional, accessible design. And, like before, it’s simply not sufﬁcient to create a product or service that’s merely affordably priced; it’s crucial to create something that is emotionally engaging and has functional relevance. When we think of the most recognized and coveted brands in the world today, this marriage of form and function is given merit. The leading consumer brands and retailers in this arena range from Apple and Nike to service providers like Nespresso and the Four Seasons hotel group. Although entirely distinct in their markets, each of these companies has one thing in common: they have mastered the cultivation of creativity as part of their business models as a competitive differentiator with notable success. For global corporations and design consultancies that have taken on this challenge, three main factors contribute to the cultivation of creativity and design excellence as a competitive differentiator: with leadership, ﬁnance, operations and marketing to create socially relevant, valuable products and services. Brand creation or evolution is no longer limited to the realm of marketing—design has become the competitive weapon of choice. A strategy that integrates marketing efforts with operations is essential to ensure efﬁciency and maximize proﬁts. For example, integrate promotional strategies with items that can be supported through visual merchandising and service touchpoints. This way the customer sees the product, feels the experience and builds a strong association with the product and service. 3)The rise of the third-brain professional. 1)Design as a core leadership competency. Boardrooms are full of MBAs who are administrative experts at logistics, ﬁnance and operations. But oftentimes, those versed in design as a strategic resource are absent from the table, or are brought in after decisions have been made. To be truly innovative, and therefore competitive, global corporations must embrace design as a core part of the organization at the board level. Today’s innovators and tomorrow’s leaders are integrating design-led innovation In response to this evolution, several of the world’s most prestigious business schools, including Stanford and Princeton, have instituted “D schools” that are blending traditional business schools with design institutes. As a result, those most adept at balancing both left-brain business acumen with right-brain creative processes add immeasurable value to a team. With tight deadlines and limited resources, creative professionals will continue to be challenged to innovate through learned skills, natural talents and a passion to communicate strategically through design. Fortunately, as innovation and design continue to evolve as key drivers to growth and differentiation, the role of design to add value remains relevant. There has never been a better time in the world for creative and design services to lead the way in deﬁning leading brands and the consumer experience. 2)Integrated design and business strategy. Kevin R. Roche, principal for Seattle-based Callison, is a retail veteran with more than 30 years of experience that spans design management, strategy development, merchandising and communications. | April 2009 www.ddimagazine.com http://www.ddimagazine.com

Table of Contents for the Digital Edition of Display & Design Ideas - April 2009

Display & Design Ideas - April 2009
Contents
From the Editor
Newsworthy
Consumer Insights
Quick Tips
Greentailing
Editor’s Choice
Design Snapshot
Channel Focus: Jewelry
Harvey Nichols Jakarta
Historic Renovations
A.R.E. Design Awards
McDonald’s
Right Light
Product Spotlight
Calendar
Advertisers
Classifieds
Think Tank

Display & Design Ideas - April 2009