DMI Review Commissions Lemley
The Design Management Institute (DMI) commissions David Lemley to write an article for their Spring 2008 Review, to be published in July 2008.
The article, The Road to Authentic Brand is Littered with Design, discusses Lemley’s opinion of the essentials needed to navigate the intersection of Brand building, business strategy and design.
“Brand strategy requires a new business model,” writes Lemley, The old model, which we can call Compliance, involved decisions by committee, a sink-or-swim culture, and top-down ideas handed out by management and imposed upon employees. The result: a brand that nobody will hate.
The new model, which Lemley sees as the foundation of currently successful brands, involves “a fearless leader on a crusade,” employee engagement, and a values-based culture. The goal of branding, in 30 words or less: “People will encourage transparent, authentic interactions with the brands they allow into their lives. Our job is to figure out how to create a framework that allows them to participate.”
As an example, Lemley states: “Here is a simple truth that most product designers and innovation engineers don’t like to hear: Technology is irrelevant because it’s a given.” He explains: “Anyone can make a product that works and push it into the marketplace. Once there if its any good at all, it will be mimicked. We choose based upon Brand.”
The article is available at the DMI website.
DMI is an international nonprofit organization that seeks to heighten awareness of design as an essential part of business strategy. Founded in 1975, DMI has become the leading resource and international authority on design management. DMI has earned a reputation worldwide as a multifaceted resource, providing invaluable know-how, tools and training through its conferences, seminars, membership program, and publications.