Eleven lessons: managing design in eleven global brands
A study of thedesign process
How do leading companies manage design in their businesses?Our in-depth study of the design processes used in elevenglobal brands gives real insights into the way design operates inthese firms, and delivers usable lessons for all designers andmanagers.
Delivering competitive advantage through design
Design plays a fundamental role in the success of many of the world’s leadingcompanies. But how do those firms ensure that they are getting the best returnon their investment in design?
To find out, we spent time with eleven of the world’s top design teams.
A qualitative study of the modern design process
For our most in-depth study ever, Design Council researchers visited the designdepartments of eleven companies, all world-leaders in their fields and all with a publiccommitment to the use of design to improve their brand strength and product andservice offerings.The study looked at the way design is used in these firms, how designers work with stafffrom other disciplines and how the design process is managed to deliver consistentlysuccessful results. How is design managed across complex, global, product and brandportfolios, we wanted to know. So we asked leading design teams how they select andorganise their designers, and when they bring designers into the product or servicedevelopment process. We also wanted to find out what skills today’s designers need inorder to succeed.From this in-depth examination we aimed to draw out some of the key features thatdefine the state-of-the-art in modern design practice, as well as the unique approachesthat set some firms apart.Design Council, 34 Bow Street, London WC2E 7DLTel +44(0)20 7420 5200 Fax +44(0)20 7420 5300www.designcouncil.org.uk