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Coke Inhouse Design: Talking Design to Non-Designers
Coca-Cola's design chief David Butler was told 5-years ago: "We need to do more with design. Go figure it out." Butler describes how he has learned the most effective way to implement design strategy at a company as large and complex as Coca-Cola: avoid the word "design" as much as possible.
What a great article to help insider's speak the language of design in a language business will understand.
( via Business Week Insider )
Labels: Brand, Business of Design, Business Week Innovation and Design, Coca-Cola, Coke, David Butler, design strategy