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Foreword | |
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Introduction | |
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Acknowledgments | |
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What Is a Design Brief Anyway? | |
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The Format of a Design Brief | |
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How Long Should a Design Brief Be? | |
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Stir-frying a Creative Concept | |
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The Core Creative Concept in Branding: A Streamlined Approach | |
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When Do You Need a Design Brief? | |
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Art versus Design | |
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"Please Make My Ideas Look Good" | |
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Designers Shouldn't Be Taxi Drivers | |
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Proposals versus Design Briefs | |
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Design Briefs Have a Great Many Uses | |
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Who Is Responsible for Developing a Design Brief? | |
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Client or Partner? | |
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Co-ownership | |
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What Level Should the Co-owners Be? | |
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Getting Started | |
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Design Is Only One Ingredient of a Successful Business | |
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Partners Need to Understand Each Other | |
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The Design Brief Project Team | |
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Essential Elements of the Design Brief | |
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Project Overview and Background | |
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Category Review | |
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Target Audience Review | |
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Company Portfolio | |
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Business Objectives and Design Strategy | |
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Project Scope, Time Line, and Budget: The Phases | |
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The Last Three Phases | |
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Research Questions | |
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Appendix | |
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Some Final Words About Content | |
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Getting the Design Brief Approved | |
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Purpose of Final Review | |
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The Approved Brief | |
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In-House versus External Design Agencies | |
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Using the Design Brief | |
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The Phases | |
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Testing | |
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Target Audience | |
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Using Other Sections of the Design Brief | |
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Competitive Analysis | |
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The Most Common Approach | |
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Assembling Competitive Material | |
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Establishing Credibility and Trust for Design | |
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The Model | |
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Paradoxical Leadership: A Journey with John Tyson | |
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An Exercise to Get You Started | |
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An Intiative from One Design Manager | |
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Recognize the Business Role of Design | |
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Mutually Valuable Relationships | |
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What Went Wrong? | |
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Implementing Efficient Work-with Processes | |
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Should In-house Design Groups Charge a Fee for Design Work? | |
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A Global Example of Working with Partners | |
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Credibility and Trust | |
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Using the Design Brief in the Approval Process | |
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The Design Brief as an Outline for Approval Presentations | |
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Understanding the Final Approver | |
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Anticipating Objections | |
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What If You Can't Make the Presentation Yourself? | |
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What If You Are Just Not Comfortable Making Presentations to Senior Managers? | |
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A Final Word on Approvals | |
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What Is a Design Manager? | |
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Developing a Framework for Design Management | |
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So, What's My Answer to the Question, "What Do You Do?" | |
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Measuring Design Results | |
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Good Design versus Effective Design | |
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Value Measured in Dollars | |
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Measurement Phase | |
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An Example of a Design Brief | |
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Project Overview and Background | |
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Category Review | |
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Target Audience Review | |
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Company Portfolio | |
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Business Objectives and Design Strategy | |
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Project Scope, Time Line, and Budget | |
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Research Data | |
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Appendix | |
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Anticipating and Overcoming Obstacles | |
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Two Kinds of Obstacles | |
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Dealing with Obstacles | |
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Creating a Plan for Moving Ahead | |
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Step One | |
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The PAR Formula | |
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A Master Plan Needs to be Specific | |
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Getting to the "Right" People | |
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Obstacle Planning | |
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Action Plan Formatting | |
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Lessons from the Trenches | |
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DMI Seminars | |
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Using the Model as a Guideline for Change | |
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The Design Management Institute | |
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Selected Bibliography | |
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Index | |