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
posted by studiosmith @ permalink
2 Comments:
Thanks for the post, Barry. This is a well-written and informative glimpse into the world of Coke. The most interesting quote to me is:
"Instead of generating ideas and then trying to find a place for them, Butler addressed his efforts on identifying basic problems that design can solve. His strategy has focused on three areas critical to Coca-Cola—brand identity, user experience, and sustainability."
We should explore this idea further.
Very reminiscent of Job/Ives thinking at Apple in terms of developing great products that more than meeting a need, they inspire and develop a perceived new need.
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