Corporate Design Challenges – 90yrs of Braun
Normally product companies work within their own fences, focusing on the applicability of the internal design team and within the framework set down by the CDO – Chief Design Officer or CPO – Chief Product Officer, relatively new positions within firms. Why? Marketing and Tecnology, CMO & CTO are often at odds with who “owns” the consumer. Why? Because firms often believe that customers know what they want – as Steve Jobs pattently knew: customers don’t know what they want until they see it.
How do firms take advantage of this? By involving external designers, external experts and not relying solely on internal design navel gazing – something firms like Braun have been experts at for more than 90 years now. See how they do this.
These external and internal efforts, led by some of the best designers in Braun’s history and certainly the world, such as Peter Behrens, and Dietrich Lubs and Ram’s philosophy shaped an entire company, and more generation of designers. How many firms can say that? And how many firms are committed to keeping their R&D windows open? Not many. But those that do follow Braun’s lead.