Abstract
DESIGN SHOULD BE an element of every organization's long‐term strategy. Sohrab Vossoughi sees this as especially important in conveying brand—the expression of a company's values, and the totality of the experiences imbedded in its products, services, communications, and environments. In this analysis, design is a business rather than an artistic exercise. It is richly three‐dimensional, extending far beyond graphics. And it emerges from sophisticated interdisciplinary research and planning.
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