Five things marketers can learn from designers
Why are so many organisations bringing on chief design officers to drive brand strategy?
Indra Nooyi, CEO of PepsiCo, hired Mauro Porcini to serve as the company’s first chief design officer. The goal: To help Pepsi grow its core brands.
Venture firm, Kleiner Perkins, wooed designer John Maeda away from Rhode Island School of Design, where he served as president, to become the firm’s design partner. The goal: To help entrepreneurs and portfolio companies build design into their company cultures.
So why are highly successful companies putting top-notch designers in key leadership roles? What are designers bringing to the table that marketers and other c-level players are not?
In today’s business landscape, where customer experience is the primary source of competitive advantage, designers have much to offer organisations. Although we often think of design as making objects more beautiful or functional, design now encompasses the broader strategic process of need finding and problem solving that tees up great products, services, spaces, events and digital interactions - in short, remarkable customer experience.