The Creative Brand Monday, June 25, 2012

Design has never been as important as it is today. Sophisticated consumers demand form and functionality. The products we consume and choose to be associated with says so much about our individual style, our aspirations and our lifestyle. That is where the power of brands come in – think Dyson, think Apple, think Fair trade coffee, think Nike, all of which have used design to develop a loyal group of brand followers, leading to growth and profit. A couple of weeks ago I was lucky enough to hear some insights on how companies achieve such growth through design. Maurio Porcini, Head of Global Design at 3M was the keynote speaker at the Agldeas forum in Melbourne. He spoke passionately about the role design plays in every element of the corprorate cycle, from product innovation through to ROI.  Read More