ESCP Europe

"Design Thinking is packed with intriguing case studies and practical advice from industry experts. This anthology is organized into three sections that focus on the use of design for innovation and brand-building, the emerging role of service design, and the design of meaningful customer experiences. This book provides readers with the strategies necessary to encourage the creative thought process in their companies, which will ultimately help to cultivate innovation, and therefore boost business. Experienced design leaders share their personal stories and give specific examples of their companies' forward-thinking creations. This unique approach helps the reader learn how to build a solid brand foundation, solve problems with simplified thinking, anticipate and capitalize on trends, figure out what consumers want before they do, and align mission, vision, and strategy with a corporate brand. A sense of the content within Design Thinking can be gained from the titles of some of the key essays: "Building Leadership Brands," "The Designful Company," "Brand Building by Service Design," "Service Design Via the Global Web," "Customer Loyalty," and "Driving Brand Loyalty on the Web"." - from publisher.

Acknowledgments --- Foreword: the importance of integrated thinking --- SECTION 1: DESIGN THINKING METHODS: FROM INNOVATION TO INTEGRATION TO TRANSFORMATION --- Notes on the evolution of design thinking: a work in progress --- The designful company --- Creating the right environment for design --- Designing business: new models for success --- Unleashing the power of design thinking --- Design thinking and design management: a research and practice perspective --- The four powers of design: a value model in design management --- Transition: becoming a design-minded organization --- SECTION 2: VALUE: BUILDING BRANDS, BY DESIGN --- Building leadership brands by design --- Let's Brandjam to humanize our brands --- Bringing the future into global brands --- Brand-driven innovation --- Branding and design innovation leadership: what's next? --- SECTION 3: INFLUENCE: THE HIDDEN IMPORTANCE OF SERVICE DESIGN --- Service design: an appraisal --- Bottom-line experiences: measuring the value of design in service --- From small ideas to radical service innovation --- Would you like service with that? --- Service design via the global web: global companies serving local markets --- SECTION 4: MEANING: CREATING CUSTOMER EXPERIENCES THAT MATTER --- The mathematics of brand satisfaction --- Will meaningful brand experiences disrupt your market? --- The road to authentic brand is jittered with design --- Customer loyalty and the elements of user experience --- Experiential design drives an established brand --- About DMI --- Editor biography --- Authors' biographies..