DONG XIRSS Feed

Business and design in Asia.

Design Transforms Brands 设计改变品牌

I recently spoke at the Mstyle Creative Forum, themed “The Path of Creative to Business,” in Shanghai. This forum sought to explore the impact creative organizations, approaches, and perspectives could have on business.

I made a bolder claim: that the real potential of design is to fundamentally transform brands. Many companies (including many of our clients) look for simple bottomline indicators like units sold and ROI to demonstrate the value of creative efforts. But these numbers are often overly simplistic to the point of being misleading. The real value comes from effective and repeated use of the process of design within an organization. It’s the process, rather than the final artifact, that transforms. As the design process has evolved over the years to include alignment and decision support, ethnography, and business and technology strategy, it has the potential to touch more and more parts of an organization. Its interdisciplinary, iterative, experimental, risk-taking, failure-tolerant, and story-telling qualities, when repeated over time, make the design process more of a management philosophy that drives innovation and in turn, transformation.

最近,我在上海参加了“创意到生意之路”的Mstyle创新论坛。这个论坛为有影响力的创意组织、创意方法和创意观点寻求商业发展。

我在论坛上大胆提出:设计的真正潜能在于从根本上改变品牌。包括不少我们自己客户在内的很多公司,都试图通过类似单元销售和投资回报率之类的简单的底线指标来展示设计的价值。但这些数字往往过于简化到产生误导的地步。设计过程在一个组织里被有效实行,才体现出其真正的价值。转变品牌的正是这个过程,而不是某一个最后的成品。设计过程整合了定位和决策支持、人类学研究以及商业技术的策略,因此它有潜力去涉足一个企业组织中越来越多的部分。它横跨多种领域、反复、敢于冒险、不惧失败、善于表达和富于实验性的特质,如果能在时间中不断洗礼,使设计过程成为一种能够推进创新的管理哲学,它定会带来变革。