Traditionally, design in business has been focused on graphics (e.g., posters) and new product development (e.g., toasters). While design undoubtedly makes valuable contributions in these areas, it is time for design thinking, processes and tools to play a broader role. Savvy brands are using design in non-traditional ways to accelerated solutions environments, the design of organizational systems and structures, as well as the management of organizational change. Design drives innovation, innovation powers brand, brand builds loyalty, and loyalty sustains profits. This session brings together case examples.
