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Champions of Design

Observations on creativity for competitive advantage from jkr

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Introduction

In this book we celebrate twenty-ﬁ ve great works of design, the people who

created them and the clients who bought them.

We collected their stories from a series called Champions of Design that we

published throughout the year – not in design magazines but in Marketing.

There is a little self-interest here. The more marketing people who grow to

love great design and value its contribution to their brands, the easier our

job will be if we are fortunate enough to work with them.

Over and above this we simply want to share our appreciation of these

enthralling enterprises. They never fail to inspire us and are conﬁ rmation

classes in our own deep-held beliefs. Which are?

1. Design is not separate from the product, it is part of it. It should emerge

so naturally from the brand that it feels and sounds right, like the voice of

a friend. If design is simply bolted on or used as wrapping paper, the cracks

will show and the product inside won’t last very long.

2. People will pay a little more for something they want and a lot more for

something they want very much. (Think of the last thing you wanted

desperately and ask yourself what part its design played in its attraction.)

3. As each of our champions illustrates, design pays for itself many times over.

Few other investments show such a great return. Of course we would say

this, you might be thinking, but over 21 years as a design agency we have

found it to be true.

These are the main lessons we take from the case histories in this book

but there is one more. A truly great design is inimitable: once you have it,

it’s yours forever. Competitors may try to copy you but they will only

come second at best.

All of which may sound very ﬁ ne in retrospect but how do you recognise

a great design in the ﬁ rst place? Speaking for ourselves we think the answer

is viscerally. We feel a mixture of admiration and envy. We wish we’d done it.

If you share these feelings when you turn the pages this book will have

done its job.

Contents

A is for...

Apple

M is for...

Marmite

3

55

Method

59

Mini

63

B is for...

Bang & Olufsen

P is for...

Penguin

7

Barbour

11

67

Pixar

71

C is for...

Camper

R is for...

Ray-Ban

15

Converse

19

75

D is for...

Ducati

S is for...

Selfridges

23

79

Dyson

27

Sony

83

Swatch

87

G is for...

Guggenheim

Swiss

91

V is for...

Veuve Clicquot

31

I is for...

Ikea

95

W is for...

Waitrose

35

Innocent

39

99

L is for...

Land Rover

43

Lego

47

Liberty

51

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Apple

“There are no second acts in American lives” wrote F. Scott

Fitzgerald. Steve Jobs’ life, cruelly curtailed though it was,

disproved this aphorism. His return to the company that

he founded proved more innovative and triumphant than

his ﬁ rst stint. If Fitzgerald were alive today, he, like most

other creatives, would probably have written that on

an Apple.

In a different retail channel, the music industry

was in disarray when it came to organising the digital

downloading of songs until the creation of iTunes.

Once again, Apple led and others now follow.

Blimey, where to start? Apple has harnessed the

power of design more effectively than any business

in the world. It is likely to report more than $100

billion in sales this year (roughly the same as Intel

and Microsoft combined) and in rankings released

in May, overtook Google to become the world’s

most valuable brand.

Apple has made us more aware than ever before

of the importance of design, and not just product

design either. From packaging to retail experience

and beyond, Apple has raised our expectations

and sharpened our eye for design detail.

As Steve Jobs said: “Design is not just what it

looks like and feels like. Design is how it works.”

At a time when our lives continue to be transformed

by technology, Apple has made clever stuff so much

more intuitive than any other brand.

Perhaps the cleverest thing of all is that, by

encouraging us to ‘Think Different’, Apple has

managed to make us all think the same. JJ

For those that are lucky enough to have one,

we won’t forget the moment we unpacked our

ﬁ rst iPhone. It was truly special. So special in fact,

that most of us have kept the box. The design of

the Apple store is so different that it’s closer to

visiting an attraction than to shopping, a bit like

going to the Hamleys toy store as a child.

4

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MacBook Air, 2011.

Mactintosh ad, 1984.

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Plik z chomika:

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