The Effective Value of Strategic Design

Design is Profit

How brands that use design strategically create higher value.

• The "Annual Design Value Index" of the American Design Management Institute DMI and APPLE's stock price.

• The proof of strategic design adding financial value is finally here!

Design is Strategy

How do winning companies use design as a strategic tool to achieve their expected goals?

• Use Design Thinking as a business strategy tool.

• Expand their market with good User-centered Design.

• Reduce costs through intelligent Product and Packaging Design.

• Attract ‘Early Adopters’ and build a competitive advantage in the market.

• How to ‘Humanize Technology’ with design (Steve Jobs).

• Personal cases: MISCEA sensor faucet, NEFERA luxury skin care, 480TRAINER high-speed fitness trainer.

Design is Brand

How to establish consumer Brand Loyalty with Emotional Branding and Design.

• Humanizing Brands.

• Establishing consumer ‘emotional resonance’ using design cues.

• Case: How BMW, MERCEDES BENZ and AUDI differentiate themselves with consistent Emotional Branding.

Disruptive Innovation of Industry 4.0 in Design

Is Industry 4.0 killing brands?

• Does BMW’s slogan ‘Sheer Driving Pleasure' still have value when consumers no longer drive their own cars? Is TESLA’s slogan more future proof?

• When the design of products is completely customizable to consumers wishes and needs will we still have brands? Will consumers become their own brand?

• Will design still be ‘in control’ of a brand?

Is Industry 4.0 killing industrial design?

• Basic principles of Design 4.0.

• When artificial intelligence is able to automatically design fully customized products does the industry chain still need human designers?

• Can designers ‘control’ Artificial Intelligence?

• Relevant cases and examples, e.g. BMW, NUTELLA, …

Is Industry 4.0 creating sustainable consumption?

• ‘In 2030 you will own nothing and you will be happy’, World Economic Forum (WEF)

• The fully shared economy and its implications on Design and Sustainability.

• Relevant cases and examples, e.g. RoboTaxi concept