Design is the resource that generates the links between corporate strategy and potential customers. It transforms ideas into realities that meet consumer needs and desires. Contributors offer methodologies and models that facilitate this process. They discuss trends designers must address to succeed. They emphasize the need to make emotional connections and touch the human spirit. They articulate lessons learned and criteria for evaluating options. They review awards programs that celebrate the best in design, and they include numerous case studies in areas ranging from websites to branding to products.

Articles

Designing Connections
Thomas Walton

Innovation, Growth, and Getting to Where You Want to Go
Ryan Jacoby

Delivering Success Through Design: Reinventing the Batting Helmet
Dave Franchino

Analytic Enhancements to Strategic Decision-Making: From the Designer’s Toolbox
Ravi Chhatpar

Designing for the Times
Joe Duffy

Creating Better Connections: Strategic Gains from Holistic Design
Gus Desbarats

The Customer Continuum: Turning Casual Web Users into Brand Advocates
Gwyneth Dwyer

Design on Stage - The red dot Design Award
Peter Zec

Let’s Brandjam to Humanize Our Brands
Marc Gobe

What’s the Story? Aligning Mission, Vision, and Strategy with Your Brand
William Faust

Managing Design - Designing Management: Two Sides of the Same Idea
Gabriele E. Krause