May 2018

It's not fair to judge a change in a brand if you don't understand the brand strategy and the data behind the change. However, Douglas has some judgments on the BMW decision to expand the Rolls Royce brand.

Our recent white paper on making data-driven design decisions was born from a presentation I was asked to make at the 2018 HOW Design Live conference. The presentation, “From Gift Wrapper to Strategic Partner: How Creatives Can Elevate the World’s Perception of Their Work,” focused on how using data and improving the relationship between Creatives and Executives, can lead to a better creative process. Since the white paper covered the first part, data-driven design decisions, this blog post will cover the second: improving the relationship between Creative and Executives (i.e., the people who make the final decisions on a project). In building the relationship, we talked about three main areas: Walking in their shoes Taking your seat at the table Bringing