Design to create
value and adapt to change

In view of frequent and rapid societal, technological and economic changes, consumer goods companies must constantly find a way to enhance their offering or offer something radically new in order to remain competitive. This is where design, as a form of creativity at the service of strategy, becomes a real competitive lever for the company. 

With its focus on the user's needs and desires, it helps to bring balance and make discussions more rational and analytical during the new product development process, and thus helps the company to see beyond what it knows how to do and what is in its interest, to ensure the relevance of its offering and hence its adoption by consumers.

Integrating and elevating design to the status of a strategic function enables it o play a decisive role in increasing brand equity and in efforts to differentiate and innovate, which are essential vectors for a company's short- and long-term commercial success. 

Design is capable of making a brand's promise tangible by formalizing the experience consumers have with it through the various points of interaction, from product to packaging to store environment and communication tools. By creating a coherent, engaging experience, design can radically influence consumers' perception of a brand, and thus their propensity to choose that brand's offering over that of a competitor.