1992: Design Strategies to Meet the Challenges in Europe - An Interview with John Quelch
Earl N. Powell, Director, Design Management Institute
Earl Powell, Director of DMI, interviews Harvard Business School Professor John A. Quelch, author of The Marketing Challenge of 1992, which deals with the impact of the European Community market integration due in 1992. Quelch warns US companies to...

21st Century Branding
Scott Lerman, President, Siegel & Gale
In a well-organized lecture, Scott Lerman, President of Siegel & Gale, presents three rules for branding and brand management in the 21st Century—rules so simple that you might have learned them at your mother’s knee: keep your promises, honor...

A Darwinian Theory of Good Design
Bryce G. Rutter, Principal, Metaphase Design Group; James A.W. Agne, Industrial Design student, University of Illinois, Urbana-Champaign
Is it possible to define “good design?” Bryce Rutter and James Agne provide a provocative, user-based model to do just that. They identify and prioritize the qualities most valued by consumers and posit research as a pathway for unveiling promising...

A Design Frontier: Corporate Identity and Design Management at Eurotunnel
Peter Gorb, Visiting Associate Professor, London Business School; Raymond Turner, Managing Director, Wolff Olins
The Eurotunnel linking the UK and France under the English Channel is the largest civil engineering project in the world. In this vast and intricate undertaking, Peter Gorb and Raymond Turner distill how corporate identity and design have been...

A Designer’s Guide to Consumer Research
Scott Young, Vice President, Perception Research Services
In the arena of consumer products, research can be the source of competitive advantage. To this end, Scott Young distinguishes between approaches that work and those that don’t. Among his recommendations: Begin early; avoid “beauty contests”; in...

A Global Brand for a Swiss Bank
Brian Boylan, Chairman, Wolff Olins
Credit Suisse Group has led the way among European financial services companies to become one of a few truly global financial institutions. To complement this business plan, the organization also needed a strategy for international recognition and...

A Holistic Approach to Delivering Ergonomic Innovation
Gus Desbarats, Chairman and Co-founder, The Alloy
The Argus-1 was E2V's flagship product: a thermal imaging camera used by firefighters to see through the smoke inside burning buildings. The work of a design team led by Gus Desbarats in the mid '90s, it quickly became the market leader and was so...

A Mouse Story
Martin Gierke, Vice President, Industrial Design, Black & Decker
The brief was to "design a corded detail sander." But not an ordinary detail sander. There were already plenty of those on the market, and research showed that consumers were by and large satisfied with them. How could Black & Decker create market...

A New British Airways for the New Millennium
Simon Jones, Director, Interbrand Newell and Sorrell
Revamping the brand of a major international corporation is a serious business challenge. Simon Jones details the difficult questions and innovative responses that were part of a multi-year research and development program to re-position the brand...

A New Image for Continental Airlines
Clive Chajet, Chairman and CEO, Lippincott & Margulies
As its quality performance rose, Continental sought to shift its image from a no-frills discount carrier to a world-class international airline. This effort, with extensive input from employees and leadership from a multidisciplinary design team...