Why design and marketing should become strategic partners
Brands across the marketing spectrum are reaping the rewards of joining forces with design at the start of the strategic process.
It is a common gripe among designers that they find it hard to get space at the top table when dealing with clients. Things could be so much better if design was used strategically from the earliest stages of a project, they complain.
Finally, it seems they might be getting the chance to prove that claim. When GSK vice-president of design, Andrew Barraclough, told Marketing Week design is an under-utilised resource that can deliver significant value, he joined a growing number of brands who already share the same belief.
“Branding is everything,” says Heck Sausages co-founder, Debbie Keeble. The food brand launched from a standing start in April 2013 and is set to achieve sales of £30m this year, a performance Keeble credits in no small part to a textbook case of strategic design work.
It is one inspired by an earlier project that necessitated a steep learning curve.
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