ABSTRACT
This chapter explores the importance of informed decision-making in the design process when building a brand. It begins with a quote from the founder of INTO, Joanna Brassett. After years of working with global brands, she feels that companies generally have a good understanding of markets and trend research, but they often miss out on opportunities in the cultural context. She believes that companies need to focus even more on embedding cultural understanding into the design process. The design process often begins with identifying an opportunity, either in a cultural context or within the market. It includes a series of key stages, from developing the first design brief to industrialisation of the product. The design and innovation consultancy IDEO has simplified these stages into three: inspiration, ideation and incubation. Market research and consumer research are important aids to the design process.
