Creating the Perfect Design Brief How to Manage Design for Strategic Advantage

ISBN-10: 1581153244
ISBN-13: 9781581153248
Edition: 2004
List price: $19.95
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Book details

List price: $19.95
Copyright year: 2004
Publisher: Skyhorse Publishing Company, Incorporated
Publication date: 3/1/2004
Binding: Paperback
Pages: 224
Size: 6.00" wide x 9.00" long x 0.50" tall
Weight: 0.748
Language: English

Peter L. Phillips is an internationally recognized expert in developing corporate design management strategies and programs. He has more than thirty years of experience as a senior corporate design manager, consultant, author, and lecturer. He distinguished himself in the corporate world as director of corporate design for the Gillette Company and as director of corporate identity and design for Digital Equipment Corporation. In both positions, he had global responsibilities for managing strategic design functions. He lives in Marblehead, Massachusetts.

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

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