Design for Business

Design for Business, Vol. 1 is an edited volume that presents the works of a range of inspiring scholars, researchers and professionals on the topic of the role of design as a strategic resource to business. The chapters presented in this book include the latest findings from the research team at Ehrenberg-Bass Institute for Marketing Science whose clients include companies such as Coca-Cola, P&G, Turner Broadcasting, Unilever, General Motors, Kraft, Nielsen, and Leo Burnett; and by Geyer, the international interior design consultancy who works for clients such as Rio Tinto, BHP Billiton, Melbourne Airport, ANZ, Deloitte, Fuji Xerox, and Vodafone. The book also includes the studies of eminent academics such as Dr Robert Crocker, an Oxford-educated design scholar; a leading industry representative such as the former President of ICOGRADA, Russell Kennedy; and corporate consultants such as Bridgette Engeler Newbury, a Strategic Foresight Expert at FutureBrand—brand consultancy whose clients include the likes of Bentley, Cadbury, British Airways, MasterCard, Sydney and London Olympics, Nespresso, NFL, and many others. In addition to this, we have included a transcript from a conversation between the Book Series Editor and Chairman of the Design for Business Research Conference, Dr. Gjoko Muratovski and Dana Arnett, the CEO of the US-based design and branding consultancy VSA Partners. In this exclusive interview, Dana Arnett shares his experience on working for over 30 years with top companies such as IBM, Harley-Davidson, Nike, Converse, GAP, Caterpillar, and General Electric, and explains why research and strategy is important in design and branding.

The research in this book was first presented in Melbourne, Australia by agIdeas—one of the largest and most prestigious design programs in the world.