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Building Brands at the Intersection of Design and Business Strategy

Publication: Spring 2008

 

What are recent examples of successful brand and design integration? How is integration accomplished re people, processes, and places? How may business strategy, design strategy, and brand strategy become cohesive? How to create synergy by brand design? What are the touch point implications to brand and design; communications? products? services? packages? displays? online interactions? face-to-face interactions? When is it time to update a brand? How should brand and design address different cultural contexts? What are effective ways to nurture customer delight and brand allegiance? Which stakeholders need to be engaged in designing a brand? What kind of research is essential in the design and development of brands? Which aspects of branding need to be handled in-house? Which tasks are best addressed by consultants? How do brands get noticed in a crowded marketplace?

 

The Future of Design Leadership

Publication: Summer 2008

 

What are critical new trends related to the role of design in business? How is design most effectively positioned in the organizational structure of a corporation? Who is championing design, and why? What kind of research is needed to support design leadership? What kind of education and professional experience prepare individuals for strategic roles in design management? What are innovative directions in design consulting? Which activities need to be handled in-house versus outside, and by what kind of teams? How can executives convey the value of design and which metrics can be used to gauge returns in design management?

 

Green Design

Publication: Fall 2008

 

How is green design defined with respect to products and services? What are the priorities and responsibilities of designers and design managers in the arena of green design as they relate to development, production, and disposal? What encourages companies and clients to make a broad commitment to green design? How does this commitment change the design process and design management? Does green design add time and cost, and if it does, what persuades customers to see value in this premium? How can green design be used to competitive advantage? What would help consumers recognize genuine green design products and services? What are some truly innovative approaches to green design?

Design and Integrated Digital Experience

Deadline for Article Proposal: July 2008

Publication: Winter 2009

 

What are the most effective approaches for designing interaction and content for digital experiences? How is this changing with convergence, new technologies, new forms of interface and interaction, new ways of working and living? How will a digital experience change with “smart” technologies, media, and materials?What is the appropriate team and the role of design management in information content? How can we measure the impact and effectiveness of digital design? How does research affect digital content and design? How do customers find experiences most engaging in digital environments? How can interaction and interface design best be incorporated with other aspects of design communications, branding, products, and services? How can digital information and navigation be personalized for different users?When is interaction design critical to success?

 

Design 3.0—Design as Integral to Business Success

Deadline for Article Proposal: October 2008
Publication: Spring 2009

 

Is an emerging “creative class” taking over the reigns of business? In what business activities is design understood as essential to getting the job done? What kind of leadership is needed to achieve this synthesis of business and design? When it comes to executing projects, who should be on these teams and what are their respective contributions? What do consultants bring to design-centric challenges? How do managers engage staff in an organization’s businessdesign vision and processes? What keeps an ongoing design perspective fresh and innovative? What research is needed to support these strategies? What is design’s role in establishing a compelling customer experience and brand loyalty? How can design’s value be measured when it is integral to decision-making and business outcomes?

 

 

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