The message this quarter is that design should be integral to defining a corporation’s identity and business activities. Contributors articulate the value and significance of design. They examine strategies for nurturing a design-responsive organizational culture. They analyze design as critical to the delivery of brand content and meaning. They also present tactics individuals can use to extend the reach and influence of design messages. Finally, they enrich this discussion with case studies that include a review of approaches used by Philips, EDS, Herman Miller, Samsung, and the British Design Council.

Articles

Managing Design as the Way to Do Business
Thomas Walton

Design as Advantage No. 1: The Design + Identity 50 
Tom Peters

Redesigning the UK
Andrew Summers

Suffusing the Organization with Design Consciousness
Stefano Marzano

From Desktop Publishing to Knowledge Management
Kate Horne

Living the Brand
Dave Allen

How Design Becomes Strategic
Birgit Helene Jevnaker

Beyond Stewardship to Brand Infusion
Karl D. Speak

Design Leadership at Herman Miller
Deanne Beckwith

Strategic Realization: Building Fundamental Design Values
Tom Hardy, Kook Hyun Chung, and Shin T. So

Beyond the Corporate Sphere
Roger Sametz

          Sailing the Seven C’s: Or How to Enlighten an Organization Without  Losing All          

        Your Friends
          Alison Rieple

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