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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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