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In a marketplace where compelling messages, consistent delivery and emotional experiences are at the heart of a brand's success, organizations need to actively develop fully integrated and powerful design strategies. This paper discusses four principles that will help companies fully recognize the value of design in the 21st Century and how to successfully integrate it into a wider business strategy. The four concepts discussed are as follows: Design Identity, Design Strategy, Design Equity and Design Differentiation.
Contributor: Rachell Simmons
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