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Champions of Design
Observations on creativity for competitive advantage from jkr
Introduction
In this book we celebrate twenty-five great works of design, the people who
created them and the clients who bought them.
We collected their stories from a series called Champions of Design that we
published throughout the year – not in design magazines but in Marketing.
There is a little self-interest here. The more marketing people who grow to
love great design and value its contribution to their brands, the easier our
job will be if we are fortunate enough to work with them.
Over and above this we simply want to share our appreciation of these
enthralling enterprises. They never fail to inspire us and are confirmation
classes in our own deep-held beliefs. Which are?
1. Design is not separate from the product, it is part of it. It should emerge
   so naturally from the brand that it feels and sounds right, like the voice of
   a friend. If design is simply bolted on or used as wrapping paper, the cracks
   will show and the product inside won’t last very long.
2. People will pay a little more for something they want and a lot more for
   something they want very much. (Think of the last thing you wanted
   desperately and ask yourself what part its design played in its attraction.)
3. As each of our champions illustrates, design pays for itself many times over.
   Few other investments show such a great return. Of course we would say
   this, you might be thinking, but over 21 years as a design agency we have
   found it to be true.
These are the main lessons we take from the case histories in this book
but there is one more. A truly great design is inimitable: once you have it,
it’s yours forever. Competitors may try to copy you but they will only
come second at best.
All of which may sound very fine in retrospect but how do you recognise
a great design in the first place? Speaking for ourselves we think the answer
is viscerally. We feel a mixture of admiration and envy. We wish we’d done it.
If you share these feelings when you turn the pages this book will have
done its job.
Contents
A      is for...	        M      is for...
Apple	              3    Marmite	           55
                         Method	            59
                         Mini	              63
B      is for...
Bang & Olufsen	
Barbour	
                     7
                    11
                         P    is for...
                         Penguin	           67
                         Pixar	             71

C      is for...
Camper	
Converse	
                    15
                    19
                         R    is for...
                         Ray-Ban	           75


D      is for...
                         S    is for...
Ducati	             23
Dyson	              27   Selfridges	        79
                         Sony	              83
                         Swatch	            87

G      is for...
                         Swiss	             91

Guggenheim	         31
                         V    is for...

I   is for...
                         Veuve Clicquot	    95

Ikea	               35
Innocent	           39   W      is for...
                         Waitrose	          99

L    is for...
Land Rover	         43
Lego	               47
Liberty	            51
Apple
“There are no second acts in American lives” wrote F. Scott
 Fitzgerald. Steve Jobs’ life, cruelly curtailed though it was,
 disproved this aphorism. His return to the company that
 he founded proved more innovative and triumphant than
 his first stint. If Fitzgerald were alive today, he, like most
 other creatives, would probably have written that on
 an Apple.




Blimey, where to start? Apple has harnessed the          In a different retail channel, the music industry
power of design more effectively than any business       was in disarray when it came to organising the digital
in the world. It is likely to report more than $100      downloading of songs until the creation of iTunes.
billion in sales this year (roughly the same as Intel    Once again, Apple led and others now follow.
and Microsoft combined) and in rankings released
                                                         As Steve Jobs said: “Design is not just what it
in May, overtook Google to become the world’s
                                                         looks like and feels like. Design is how it works.”
most valuable brand.
                                                         At a time when our lives continue to be transformed
Apple has made us more aware than ever before            by technology, Apple has made clever stuff so much
of the importance of design, and not just product        more intuitive than any other brand.
design either. From packaging to retail experience
                                                         Perhaps the cleverest thing of all is that, by
and beyond, Apple has raised our expectations
                                                         encouraging us to ‘Think Different’, Apple has
and sharpened our eye for design detail.
                                                         managed to make us all think the same. JJ
For those that are lucky enough to have one,
we won’t forget the moment we unpacked our
first iPhone. It was truly special. So special in fact,
that most of us have kept the box. The design of
the Apple store is so different that it’s closer to
visiting an attraction than to shopping, a bit like
going to the Hamleys toy store as a child.


4
MacBook Air, 2011.   Mactintosh ad, 1984.




5
Timeline
                                      1976
                                      Rob Janoff created the famous Apple logo.
                                      He designed the apple with a bite taken from it,
                                      in order to distinguish it from a tomato.
    Apple I Self-Assembly Kit, 1976

                                      1980
                                      Apple Inc was taken public in the biggest IPO
                                      since Ford. Share prices rose by 32% on the
                                      first day of trading, making all 40 employees
                                      instant millionaires.
            iMac G3, 1998

                                      1989
                                      Apple Corps, The Beatles’ record label, filed a
                                      trademark lawsuit. The legal battle lasted for 18
                                      years and The Beatles’ music was not available
                                      on iTunes until 2010.
              iPod, 2001

                                      1997
                                      Steve Jobs returned to Apple as interim
                                      chief executive. Two years later, he dropped
                                      the interim title, but joked that he would still
                                      be known as ‘the iCEO’.

        iBook G4, 2003
                                      2003
                                      The iTunes Store was launched and sold 1 million
                                      songs in the first week. Sales of the iPod doubled
                                      by the end of the year to more than 2 million.


           iPhone 3G, 2008            2011
                                      Today, about 15 billion Apps have been
                                      downloaded from the App Store by more
                                      than 200 million iPhone, iPad and iPod
                                      touch users around the world.


              iPad, 2011




6
Did you know?
                              One of these ‘facts’ isn’t, in fact, true. Which is the bad apple?*
Apple gift catalogue, 1983.




                               1. The one billionth            2. In 1976, in order            3 . Forget Pete Best.      5. The first Apple
                                  song bought on                  to raise funds to                Apple’s third             computer, the
                                  iTunes was Speed of             build their first                 co-founder Ronald         Apple I, sold
                                  Sound by Coldplay.              computer, Jobs                   Wayne sold his            for $666.66.
                                  It was downloaded               and Wozniak both                 10% stake in the          Cue Satan
                                  on February 23,                 sold items dear                  company to Steve          conspiracy theories.
                                  2006 by 16-year-                to their hearts.                 Jobs and Steve
                                  old Alex Ostrovsky              Jobs raised $1,500               Wozniak for $800.
                                  of West Bloomfield,              by selling his                   As of June 2011,       6. Australians pay
                                  Michigan. Steve                 Volkswagen van,                  it would have             the most for
                                  Jobs rang him                   while Wozniak                    been worth over           iTunes downloads.
                                  personally to                   managed to get                   $31 billion.              Songs cost the
                                  congratulate him                $500 for his
                                                                                                                             equivalent of
                                  and give him 10                 Hewlett-Packard
                                                                                                                             US$2.19 there,
                                  60GB iPods, an                  scientific calculator.
                                                                                               4. The name iPod              as opposed to
                                  iMac, a $10,000
                                                                                                  came to Bill Stevens,      $1.53 (99p) in the
                                  music gift
                                                                                                  its creator, during a      UK and $1.29 in
                                  certificate and
                                                                                                  peyote trip.               the US.
                                  a scholarship
                                  established in
                                  his name at
                                  Juilliard School.


                                                                                                                                 *The bad apple is number four.


                                                                                                                                                            7
Bang & Olufsen
By combining reassuring expense with quirkily beautiful
design, the Danish purveyors of luxury audio-visual
equipment have retained a distinctive niche in an ever
more crowded marketplace. The company draws on
a tradition of design excellence and technological
innovation, and has found its place in an Apple world.
But what does its brand lesson teach us?




Bang & Olufsen symbolises so much more than              makes a much deeper impression than pressing
sublime technology. It is a definitive lifestyle brand.   a remote control. Bang & Olufsen do make remote
Encountering its products in a hotel room will           controls, of course: it’s just that they’re cast in zinc
make your stay feel that little bit more luxurious.      to ensure they always feel cool to the user’s touch.
Seeing them in someone’s house will confirm your
                                                         This is by no means style over substance,
suspicions that the owner isn’t short of a bob
                                                         however. B&O’s first work with radios and
or two.
                                                         loudspeakers was driven by the ideal of ‘honest
The real lesson we learn from their design is            music reproduction’, reaching the listener’s ears
how to stand out while blending in. Like a really        uninfluenced by the limitations of technology –
great piece of furniture, it sets a tone without         true high fidelity. Visiting a store, I was given a
barking at you from across the room, reflecting           demonstration of the new, 85-inch, 3D TV.
the fact that Bang & Olufsen’s designers take            It’s spectacular – and with a price tag of £65,000,
their inspiration from everyday life: church             you know you are buying more than just
organs, tulip fields, anything.                           a television. JJ
They have long understood how user interface
can differentiate them from the mainstream.
Bringing a stereo to life with a wave of your hand


8
BeoVision 7 with integrated 3D, 2011.   BeoSound 8, 2010.




9
Timeline
                           1930
                           Bang & Olufsen product design was influenced
                           by Bauhaus Functionalism – not just a style, but
                           an attitude to quality, consumer-friendliness
       Eliminator, 1926    and aesthetics.


                           1939
                           B&O produced a mains-powered radio with
                           16 permanent station settings. This was
      Beolit radio, 1939
                           revolutionary at a time when listeners had
                           to search manually for each channel.


                           1948
                           The B&O factory was rebuilt after being
       TV 508 S, 1952      destroyed during World War II. The same
                           factory is still at the centre of the company’s
                           research and development.


                           1972
                           Jacob Jensen designed the first ‘dance-proof ’
      Beolit 600, 1970s
                           turntable, B&O’s Beogram 4000. It is now
                           included in the permanent collection of
                           New York’s Museum of Modern Art.


                           2001
                           B&O designer David Lewis was awarded the
       BeoLab 5, 2003
                           title of Royal Designer for Industry by the
                           British Royal Society of Arts for eminence
                           in creative design for industry.



      BeoSound 8, 2010
                           2010
                           Bang & Olufsen launched its first speaker dock,
                           the BeoSound 8, for use with Apple’s iPod,
                           iPhone and iPad.




10
Did you know?
One of these stories has a low fidelity to the truth.*




                              Bang & Olufsen ‘Sure of Success’ poster campaign, 1948.




 1. In 1927, Svend                                                                      3. Henning Dahl-           4. B&O designer,                6. The Royal
    Olufsen and Peter                                                                      Mikkelsen produced         Torsten Valeur once             Penthouse Suite on
    Bang both borrowed                                                                     the company’s              halted production of            the eighth floor of
    money from their                                                                       distinctive Bauhaus        a mobile phone                  the Hotel President
    fathers to set up the                                                                  influenced logo in          which the company               Wilson on the shore
    company’s first                                                                         1931, while working        was producing with              of Lake Geneva is
    factory, having started                                                                freelance. He offered      Samsung because                 currently the world’s
    in the attic of the                                                                    the design to Svend        the screen was 0.1              most expensive
    Olufsen family home.                                                                   Olufsen for five            inch too small.                 hotel suite at 75,000
                                                                                           Danish krone.              The decision cost               Swiss francs
                                                                                           Olufsen, famed for         $2 million.                     (£52,762) per night.
                                                                                           his short arms and                                         It is equipped with
 2 . The ringtone on the                                                                   deep pockets, was                                          B&O’s BeoVision
     BeoCom 2 cordless                                                                     nevertheless so                                            4-103, one of the
     phone was inspired                                                                                            5. For Christmas 1934,
                                                                                           impressed he gave          to mark the release             world’s largest
     by designer David                                                                     him ten. Mikkelsen                                         televisions at 103
     Lewis accidentally                                                                                               of its first record
                                                                                           found fame and             player, B&O cut a               inches, and is one
     dropping a piece                                                                      fortune elsewhere,                                         of only three hotels
     of metal tubing.                                                                                                 disc on which they
                                                                                           going on to draw the       wished their workers            in the world to
     He liked the sound                                                                    internationally                                            offer this TV.
     and hired a composer                                                                                             a Happy Yuletide
                                                                                           syndicated cartoon         and sang Silent Night.
     to replicate it.                                                                      strip, Ferd’nand.


                                                                                                                                         *The buzzing sound is coming from number five.

                                                                                                                                                                                  11
Barbour
It’s ironic that a company with such strong connections
with the landed aristocracy should have its origins in
the seafaring proletariat. Scottish businessman John
Barbour established himself by selling waterproof jackets
and oilskins to the fishermen of South Shields at the turn
of the 20th century. Nowadays, with a fistful of royal
warrants, the company has achieved the ultimate brand
recognition with Barbour having become synonymous
with the waxed jacket. The Barbour boat has definitely
come in. Let’s consider its brand lesson.




Barbour might be more of a tortoise than a nimble     Its popular biker jacket (a classic reborn) is the
fashion-forward hare, but this has served it well.    latest in a long line of variations on this theme.
Some see hazard in its recent adoption by Alexa
                                                      While the brand has diversified into other
Chung (right), Sienna Miller, et al. The perfect
                                                      garments (the kind one might arguably associate
partner to Hunter wellies, with a flagship Carnaby
                                                      with Country Life’s ‘girls in pearls’), such ranges
Street store and design partnerships with the likes
                                                      feel like a sideshow, and don’t steal the limelight.
of Anya Hindmarch, might it be skirting the
‘Burberry trap’ where ubiquitous popularity           Beyond our shores, the unchanging Barbour
translates into naffness?                             template presents it as quintessentially English –
                                                      two-thirds of the brand’s sales are now overseas.
I doubt we need fear for the brand’s longevity
                                                      A British classic then. Moreover, being the last
when the fashionistas move on. Barbour has
                                                      word in waterproof jackets, it can be sure of
form; having once profited as the definitive 80’s
                                                      one constant: might originating in a land where
Sloane Ranger garment, this stereotype backfired,
                                                      a ready supply of rain is never in doubt provide
limiting the brand’s appeal. Yet it met fashionable
                                                      one source of their evergreen appeal? SA
and unfashionable status and treated these two
imposters just the same.
It endured, demonstrating the pluck and tenacity
to stick with the one thing for which it was famed
and loved – the green-waxed jacket.


12
Barbour are enjoying a patch of ‘It girl’ popularity, making it de rigeur outerwear at all the best (and wettest) music festivals.




13
Timeline
                                           1894
                                           John Barbour founded J. Barbour & Sons.

             Early Barbour label
                                           1912
                                           J. Barbour & Sons became J. Barbour & Sons Ltd,
                                           with John Barbour as chairman and sons Jack
                                           and Malcolm as joint managing directors.



            The Ursula suit, 1940s
                                           1939-1945
                                           The Ursula suit became standard issue for the
                                           Submarine Service in World War II, and was
                                           named after the U-class submarine.


                                           1964
     Steve McQueen wearing Barbour, 1964   At the International Six Days Motorcycle Trial,
                                           Steve McQueen and the rest of the American
                                           team all wore Barbour’s International suits.


                                           1974
                                           Barbour received its first Royal Warrant by
             Barbour Biker jacket          the Duke of Edinburgh, followed by its
                                           second Royal Warrant by Her Majesty the
                                           Queen in 1982. A third Royal Warrant was
                                           awarded by HRH the Prince of Wales in 1987.


                                           1999
         Barbour International jacket      The first Barbour concession opened in
                                           London’s Harrods.


                                           2002
                                           Margaret Barbour was appointed a Dame
                                           Commander of the Order of the British Empire.




14
Did you know?
Which of these is less than watertight?*
Barbour catalogue cover, c.1970.




                      1. John’s grandson,        3. In 1981, a Spanish     5. When her husband       6. Sales of Barbour
                         Duncan, had a              mountaineering            John died suddenly        jackets soared in
                         passion for                team found a              in 1968, Margaret         the US following
                         motorbikes, hence          Barbour jacket at         Barbour started to        Helen Mirren
                         Barbour’s tradition        the summit of             take an active role       sporting one in
                         of making classic          Mount Everest.            in the running of         the film The Queen.
                         biker jackets.             They donated it           the company.              Recent endorsement
                         They were worn by          to the American           After streamlining        from fashionistas
                         almost every British       Moutaineering             the production            such as Alexa
                         motorcycling team          Centre in Golden,         operation, she            Chung, Lily Allen
                         from 1935 to 1977.         Colorado, where it        became company            and Sienna Miller
                                                    is exhibited under        chairman in 1972.         (the look is known
                                                    its nickname, ‘The        Five generations on       as ‘Hackney farmer’)
                                                    Barbour of Seville’.      from its foundation,      have seen the brand
                      2. Until 2003, Barbour
                                                                              Barbour remains a         regain a vibrancy
                         was officially a
                                                                              family-run business.      not witnessed since
                         menswear brand.
                                                                                                        the mid-80s when
                         Meaning, dare we say    4 . In October 2010,                                   it was an essential
                         it, that Her Majesty,       a lorry full of                                    fashion item for all
                         the most famous             Barbour jackets                                    putative Sloanes.
                         wearer of the line,         was hijacked. Eight
                         has been cross-             thousand went
                         dressing for most           missing, valued
                         of her adult life.          at £750,000.
                                                                                                     *Number three is letting in the water.

                                                                                                                                       15
Camper
Camper has proved that a brand can retain its local roots
and still have worldwide appeal. Its unique approach to
retail is rooted in the island of Mallorca, where in different
forms, the Fluxà family have produced shoes for four
generations. It found its place in the world by daring to
believe there were kindred spirits out there.




El Bulli might have closed its doors, but that other    basic design language, which is of greater charm
idiosyncratic Spanish brand, Camper, shows no           and lower maintenance than trend chasing and
signs of weariness. There are two design lessons        zigzagging, that is often typical in fashion.
we can draw from its continuing journey.
                                                        Secondly, Camper has mastered designing classics
The first is that if you know where you are coming       with a twist – conventional loafers, but with one
from, it makes it easier to know where you are.         lace or a bright red sole, for example. It produces
As a brand nodding towards a Mediterranean              fairly unassuming footwear – comfy to wear but
peasant identity, Camper have kept things simple,       also comfy to purchase, while offering just enough
gentle and relaxed, as best expressed by its old        seasoning in the design to keep things interesting.
‘Walk don’t run’ strapline.                             This might sound simple, but the blending of
                                                        rural and urban sensibilities and of fashion shoes
You expect brown cardboard boxes and cheerful
                                                        with an ‘outside fashion’ attitude must be no easy
posters, because Camper has this spirit in its
                                                        trick to pull off. Its recipes might be a little less
DNA. Successive years of campaigns have not
                                                        avant-garde than El Bulli’s, but they have a
diluted this ethos. This means it has genuinely
                                                        distinctive and palatable flavour. SA
built a brand personality through design, avoiding
gilding the lily. It continues to re-express the same


16
17
Timeline
                                 1877
                                 Cobbler Antonio Fluxà introduced machine
         Camaleón, 1975
                                 manufacturing for shoes to the leather craftsman
                                 of Inca, Mallorca.


                                 1975
                                 The Camaleón shoe, originally made from canvas
                                 and tyre treads in 1928, was updated. A ‘rural
                                 shoe for the urban consumer’, it demonstrated
                                 the essential Camper style.


     Camper advertising, 1980s   1981
                                 The Camper logo was redesigned, from a simple
                                 black type to the familiar white lettering on red
                                 still used today, for the opening of its first shop.


                                 1992
                                 Camper began international expansion with
                                 branches opening in European fashion capitals
                                 London, Paris and Milan.

     ‘Walk don’t run’ campaign
                                 2000
                                 Designer Martí Guixé created ‘Walk in Progress’,
                                 a temporary provisional interactive store design,
                                 with furniture made from recycled materials.


                                 2002
                                 Camper expanded further with shops in New York
                                 and Sydney. Today it has more than 150 stores in
                                 70 countries.
      Camper London poster




18
Did you know?
                                 Can you tell which one is, frankly, cobblers?*
Camper ‘Birds’ print ad, 2007.




                                  1. Camper takes its            3 . In 2005, Camper        4. When Camper            5. Camper has hired
                                     name from the                   expanded into             opened its store          industrial designers
                                     Catalan word for                boutique hotels           in Milan, the             such as Jaime
                                     ‘peasant’, reflecting            with Casa Camper          company fashioned         Hayon and Hella
                                     the brand’s original            in Barcelona.             four special shoes        Jongerius, to
                                     aim to produce                  It features hammocks      to place on the           design shoes for
                                     well made, country-             (as well as beds) in      hooves of a               the company.
                                     style shoes for                 every room and            massive bronze
                                     city dwellers.                  twin policies of          statue of a horse
                                                                     no smoking and            which had been
                                                                                                                      6. Camper shoes
                                                                     no tipping. There is      erected in the city
                                                                                                                         frequently have
                                                                     now also a Casa           a few years earlier,
                                  2. Symbolic of                                                                         messages written
                                                                     Camper in Berlin.         based on a design
                                     the company’s                                                                       on their soles.
                                                                                               by Leonardo
                                     unconventional                                                                      ‘Hispanic causing
                                                                                               da Vinci.
                                     approach to                                                                         panic’ is a
                                     shoemaking are                                                                      popular one.
                                     the ‘Twins’, a pair
                                     of shoes where
                                     the left and right
                                     do not match.




                                                                                                                      *Cobblers? That will be number four.

                                                                                                                                                      19
Converse
Converse shoes have been worn by sports legends and
rock stars alike, becoming in the process an icon of
youth and symbol of below-ankle rebellion. The company
tied its fortunes to basketball and watched as the game
took off across the world, making sure its footwear was
always on court. Somehow, it has managed to be both
all-American and countercultural, in a way no other
brand has managed.




Converse use well managed design to make a                lucrative and seemingly alive. Online customising
little go a long way. Broadly, its products fall into     options take this to the next level; not bad for a
two types. The classics, in their famous livery,          brand with two basic designs that essentially glue
preserve the brand’s authenticity. Then, the ‘editions’   rubber to canvas, with a little stripe of colour
use these classics as a blank canvas, from which a        around the sole. It’s amazing how many ways the
bewildering array of editions, collaborations, film        basic cards have been reshuffled.
and music tie-ins are spawned.
                                                          The myriad logos and liveries can be confusing
I was wearing Converse before Sheena was a                to the casual observer: why a certain star on this,
punk rocker. We called them ‘bumper boots’                but a different one on that? But big brands avoid
because of the ankle patches. For those of an             dreary monolith status by allowing one wonky
old-school disposition (and old farts), the classics      wheel on the vehicle. It keeps them soulful.
seem unspoilt by progress. This is only partly true.      Converse is a master in the art of designing an
In reality, Converse is constantly refining and            endless variation on a sound basic theme. SA
revisiting its past with a big range of vintage
variations, serving ‘classic’ in many flavours.
The ‘inspired by’ lines are both promotional
billboards and badges of consumer affiliation, from
Dr Seuss editions to designer brand Marimekko.
As a use of design for marketing ends, this ‘cool
by proximity’ approach keeps the brand relevant,


20
21
Timeline
                                    1910
                                    Within two years of opening, Converse was
                                    producing 4,000 shoes per day. The company
     Chuck Taylor All Stars, 1920
                                    gave up making tyres to focus solely on the
                                    successful shoe business.


                                    1969
          The Oxford, 1962          Chuck Taylor was inducted into the Naismith
                                    Memorial Basketball Hall of Fame, earning the
                                    nickname ‘Mr Basketball’ for his lifelong role as
                                    an ambassador for the sport.


         The Weapon, 1980           1976
                                    The Pro Leather style shoe was introduced.
                                    Worn by player Julius Erving, who revolutionised
                                    basketball with above-the-rim play, it was
                                    nicknamed ‘The Dr. J’.

     Converse All Star 2000, 1996
                                    1996
                                    Converse All Star 2000, a modern day version of
                                    the Chuck Taylor All Star was released. It became
                                    one of the company’s best-selling shoes.

      DC Comic Converse, 2010
                                    2003
                                    Nike bought the 95-year-old company for
                                    $305 million. It was the first Nike-owned product
                                    to be marketed without the Nike name.
      Jack Purcell & Comme des
          Garçons Play, 2011
                                    2011
                                    The limited-edition 50475, a replica of the
                                    original 1946 Chuck Taylor All Star, is now on sale.
                                    It includes the original government contract
                                    number stamped on the inside.




22
Did you know?
                                            One of these puts the con into Converse.*
Original All Star basketball shoe, 1920s.




                                             1. In 1908, Marquis          2 . Badminton               3 . Converse              5. Famous Brits
                                                Mill Converse                 champion, Jack              reinforced its           associated with
                                                slipped and fell              Purcell lent his            musical heritage         the brand: David
                                                down a flight of               name to a                   when it saved the        Tennant wore
                                                stairs in Malden,             Converse shoe               legendary London         them in Doctor
                                                Massachusetts,                which became                music venue,             Who; Daniel
                                                injuring both                 popular in                  The 100 Club,            Radcliffe sports
                                                himself and his pet           Hollywood from              early in 2011 after      a pair in Harry
                                                donkey, Seabiscuit.           the 30s onwards,            it was threatened        Potter & The Order
                                                He blamed the fall            worn by James               with closure.            of the Phoenix; and
                                                on the lack of grip           Dean and many                                        although they were
                                                in his shoes.                 others. In 1960, the                                 seen as a punk
                                                It inspired him to            Jack Purcell sneaker,                                brand, The Beatles
                                                create his own                famous for the          4. Converse has              wore them
                                                brand of rubber-              smile on its toe,          released numerous         long before
                                                soled shoe and a              was marketed as            special editions of       The Ramones.
                                                company was born.             the first premium           its shoes featuring
                                                                              sneaker, selling for       the likes of AC/DC,
                                                                              $8.98 rather than          The Ramones,
                                                                              the standard $5.98.        The Who, The Clash
                                                                                                         and DC Comics.




                                                                                                                                      *The con is on number one.

                                                                                                                                                            23
Ducati
Although no longer Italian-owned, Ducati will forever
symbolise Italian style in the motorcycle market.
The company was once described as combining
“brilliant engineering with Marx Brothers’ management”
which goes to the heart of its appeal. If you want the
efficiencies of high-tech mass production, you’ve come
to the wrong shop. If you prefer bikes with passion,
style, grace, speed and soul, Ducati is where you belong.




Although consumers are more price sensitive than       Ducati quickly followed it with another radical
ever, Ducati reminds us that innovative design earns   concept, the ‘street-style’ Monster, with exposed
a premium. It’s a lesson the company learned the       trellis frame.
hard way, with the spur of competition.
                                                       The commercial and critical success of these
As a luxury purchase, the high end of the motorcycle   ground-breaking models proved that progressive
market is particularly open to new technology and      design could compensate for an inherent
Honda took the superbike market by storm when it       disadvantage on cost.
introduced the lightweight Fireblade in 1992.
                                                       Today, six Ducati models exist. Each is distinct,
With its back to the wall, Ducati stunned the          yet each shares a futuristic style.
motorcycle world by responding with the 916,
                                                       Unlike Japanese bikes, which are hard to identify
just two years later. It was a harmonious marriage
                                                       until you see the logo, you recognise a Ducati
of form and function, the characteristic V-twin
                                                       from afar. Thanks to the characteristic sound of
engine shoehorned beneath a slim red faring,
                                                       their thunderous engines, you even know them
high level tailpipes poking out behind the seat.
                                                       with your eyes closed. AK
Voted Motorcycle of the Year, its peerless
handling and high torque gave Carl Fogarty
a World Championship in its first season.


24
25
Timeline
                         1924
                         Physics student Adriano Cavalieri Ducati invented
                         an experimental short wave radio. Inspired by
                         its success, he and his two brothers set up a
      Cucciolo, 1947     business together.


                         1939
                         Bruno Ducati was named a Cavaliere del Lavoro
                         by the Italian government (the equivalent of
        Siluro, 1956     a knighthood) for his contribution to industry.


                         1948
                         Ducati was taken over by the Italian state after
                         the three brothers were unable to keep it in profit.
       Scrambler, 1968   Adriano Cavalieri Ducati moved to the US where
                         he worked at NASA.


                         1983
                         Claudio and Gianfranco Castiglioni purchased
                         Ducati. It has gone through public and private
        Pantah, 1979     ownership by several companies since.


                         2007
                         Casey Stoner secured Ducati’s first ever
                         MotoGP World Championship title as well as
                         the MotoGP Constructors’ title. It was the first
       Monster, 1993
                         win by an Italian manufacturer in 34 years.


                         2010
                         Multiple World Champion, Valentino Rossi was
                         announced as the rider for the Ducati MotoGP
        Diavel, 2011     team in the 2011-2012 season.




26
Did you know?
The devil is in the detail. Which of these is untrue?*




                           Ducati 860 advertising, 1978.




 1. Ducati began in 1926                                   2 . Ducati’s post-war        4 . Claudia Cardinale   6. In 1978, the
    as Società Radio                                           success as a motorbike       was the face           legendary Mike
    Brevetti Ducati, a                                         manufacturer was             of Ducati until        ‘The Bike’
    company producing                                          based on its                 she fell off a         Hailwood came
    radio components.                                          adaptation of the            bike while on          out of an 11-year
    It was founded by                                          Cucciolo engine;             promotional            retirement to win
    three brothers,                                            a cheap, reliable            duties in Venice.      the Isle of Man
    Adriano, Marcello                                          motor, so named                                     TT race on a
    and Bruno Ducati,                                          because its noise                                   Ducati V-twin.
    and only moved into                                        resembled the yap                                   The engine blew up
    bike production at                                         of a ‘puppy’.            5. The 1198cc              just as he crossed
    the end of World                                                                       Ducati Diavel goes      the finish line.
    War II.                                                                                from 0-62mph
                                                                                           in 2.6 seconds
                                                           3. The Ducati Diavel            – quicker than a
                                                              takes its name from          Bugati Veyron.
                                                              the time a prototype
                                                              was shown to a
                                                              group of Italian
                                                              engineers. One of
                                                              them declared,
                                                              “Ignurant comm
                                                              al diavel” – i.e.
                                                              “Evil, like the devil.”

                                                                                                                   * Number four is out of petrol.

                                                                                                                                              27
Dyson
The success of Dyson proves the truth of the adage,
‘He who laughs last, laughs longest.’ With one caveat:
he must have sufficiently deep pockets to fight repeated
copyright infringements in court. James Dyson couldn’t
get established vacuum manufacturers interested in his
new idea, then had to hire ‘m’ learned friends’ when the
same companies became so interested and wanted to
rip him off. Business is like laughter. It’s all about the timing.




Ask a few friends which British entrepreneurs they        The inspirational tale of dogged perseverance
most admire and chance is, they’ll name Sir Richard       to introduce his bagless cleaner should be taught
Branson. Mention Sir James Dyson and perhaps              in school. Not only did he have to overcome
they’ll talk enthusiastically about his products – the    numerous technical challenges, he could find no
cyclone vacuum cleaner, the hand dryer and the            one to manufacture it, as established makers earn a
new Air Multiplier fan, but about him relatively little   considerable bounty from the sale of replacement bags.
seems known.
                                                          Pioneers like Sir James teach us to reject the notion
For someone who founded a billion dollar brand,           that our inherently high cost base stops us founding
surely the industrial designer deserves a higher          world-class consumer goods companies here.
profile? Perhaps it’s to do with the personality of        Despite its lowly status as a domestic appliance, the
the individuals? Or perhaps it says more about the        Dyson cleaner is now an international success story.
media’s long held disinterest in manufacturing?
                                                          Its products are sold in 45 countries and despite
As a remarkable self-publicist, Branson is arguably       having exported much of its manufacture to the
more famous than his products and services, while         Far East in order to remain competitive, we should
Dyson has focused on building an enduring                 celebrate that it employs 350 engineers at its head
manufacturing business, where substance is more           office in Wiltshire. AK
important than style.


28
Look familiar? One of James Dyson’s
early 70’s inventions was the
Ballbarrow, which spread the barrows
load more evenly. A direct lineage from
this, to today’s DC15 vacuum cleaner,
can be traced stylistically if not
functionally. The Ballbarrow was
a painful business for Dyson, but
proves another adage, ‘If at first you
don’t succeed, try, try again.’



                                          29
Timeline
                    1993
                    Funded by licensing the design in Japan, James
                    Dyson launched his first vacuum cleaner, the
                    DC01, in the UK.
       DC01, 1993


                    1995
                    The DC01 became the best-selling vacuum cleaner
                    in the UK. In the same year, the DC02 was
                    launched, becoming the second bestselling machine.

       CR01, 2000
                    1996
                    Dyson manufactured 20,000 De Stijl-inspired
                    machines, drawing attention to the structural and
                    geometric form of the humble vacuum cleaner.


       DC08, 2002   2001
                    The business created its patented Root Cyclone
                    technology, which captures even smaller particles
                    and creates more powerful suction.



       DC15, 2005
                    2006
                    The Dyson Airblade hand-dryer was launched.


                    2009
                    Dyson released the first bladeless fan –
                    The Dyson Air Mulitplier.
       AB01, 2006

                    2011
                    Utilising Air Multiplier technology, the Dyson Hot
                    fan heater was unveiled.


       AM04, 2009




30
Did you know?
                                                                      Spot the truth vacuum.*
Sir James Dyson with the two latest designs for the Air Multiplier.




                                                                       1. James Dyson           3. Research in 2008     4. Dyson vacuum              6. Dyson’s success
                                                                          went through             suggested that the      cleaners have                in the US was
                                                                          5,000 prototypes         Dyson Airblade          been given away              propelled in part
                                                                          over 15 years to         increases the           in goodie bags at            by its appearance
                                                                          create his first          amount of bacteria      both the Emmys               in one of the
                                                                          vacuum cleaner.          on the hands by         and the Oscars.              last episodes of
                                                                                                   at least 42%.                                        Friends where the
                                                                                                   Funnily enough,                                      fastidious Monica
                                                                                                   this research                                        is seen cleaning
                                                                       2. Dyson appeared                                5 . James Dyson’s
                                                                                                   was sponsored by                                     a Dyson, her
                                                                          to make water flow                                 wife, Deirdre, is
                                                                                                   the paper towel                                      pride and joy,
                                                                          upwards in his                                    known to millions
                                                                                                   industry in the                                      with a hand-held
                                                                          ‘Wrong Garden’                                    as the woman in
                                                                                                   form of the                                          vacuum cleaner.
                                                                          which was the                                     the classic early 80’s
                                                                                                   European Tissue
                                                                          sensation of the                                  Shake’n’Vac advert.
                                                                                                   Symposium.
                                                                          2003 Chelsea
                                                                          Flower Show.




                                                                                                                                                              *Number five sucks.

                                                                                                                                                                            31
Guggenheim
World-class art collections housed in some of the world’s
most striking buildings. So runs the singular ethos of
the Solomon R. Guggenheim Foundation. Just as the
collection of non-representational art it was designed
to house shocked most of the public on its creation, so
too did Frank Lloyd Wright’s original New York museum.
Bernard Levin dubbed it the architect’s “last practical
joke on mankind”. If so, it’s one we’re still enjoying and
its echoes are felt around the world.




Perhaps the Guggenheim Foundation is a champion           One ingredient of world-class patronage is passion.
of design because it champions design. When the           Solomon Guggenheim opened his first museum to
creative awards and plaudits are handed out, clients      share his love (and collection) of ‘non-objective’ art.
often see their role in the creative endeavour            His niece Peggy, who picked up the torch, was
eclipsed by the artists; for some, clients are just       not just a far-sighted and involved collector; she
‘the wallet’. However, centuries of works of art          married painter Max Ernst. There’s someone
have existed only because of the vision, taste and        passionately ‘living the brand’.
yes, creativity of the patrons.
                                                          Any brand manager can be a fantastic patron,
The Guggenheim collection of art is arguably a            employing the best talent and giving their brand
commodity – an impressive one, but not necessarily        a first-class ticket through its life, but sadly, not
something ‘everyday’ folk would visit if it were          all show such verve. Through its commissions,
housed in a more conventional space.                      Guggenheim is now synonymous, for many,
Guggenheim is not about conventional design,              with modern art; fortune favours the brave. SA
however. The original (1959) Fifth Avenue gallery
was a bold, creative commission. Indeed many
complained that its ‘snail shell’ form was impractical.
Guess what? It’s now ‘iconic’. Same story with
Guggenheim’s Bilbao museum.


32
33
Timeline
                                  1949
                                  Solomon R. Guggenheim died, never having seen
                                  the Museum of Non-Objective Painting in New
                                  York, which was renamed in his honour when it
                                  was completed.
      Early Guggenheim sketch


                                  1952
                                  Hilla Rebay resigned as museum director and was
                                  replaced by James Johnson Sweeney. The Hilla
                                  von Rebay Foundation was established after her
                                  death in 1967.
       Guggenheim, New York


                                  1959
                                  The Guggenheim museum opened. Located on
                                  New York’s Fifth Avenue, the building remains
                                  a controversial landmark to this day.

       Guggenheim ‘snail shell’
                                  1997
                                  The Guggenheim Bilbao opened and was
                                  instantly hailed as an architectural masterpiece.
                                  The museum was credited with reviving Spain’s
                                  Basque region.

     Guggenheim concept, Bilboa
                                  2013
                                  The Guggenheim Abu Dhabi, designed by
                                  Frank Gehry, will open in the city’s cultural
                                  district of Saadiyat Island, and will be overseen
                                  by Thomas Krens.

        Guggenheim, Bilboa




34
Did you know?
There’s a Tom Keating lurking among the Old Masters.*




                            Guggenheim poster by Chermayeff & Geismar, 1975.




 1. In Manhattan, Woody                                                        3. Peggy Guggenheim,     4 . The seal on the       6. Architect Frank
    Allen meets Diane                                                             niece of Solomon,         floor of the              Lloyd Wright’s
    Keaton at the                                                                 opened her first           Guggenheim               original plans for
    Guggenheim                                                                    gallery in London.        Museum reads ‘Ars        the Guggenheim
    Museum. The                                                                   The Guggenheim            Gratia Pecuniae’.        museum featured
    Guggenheim Bilbao                                                             Jeune opened in           It means ‘Art for        a glass elevator.
    features at the start                                                         1938 with an              the sake of money’.      He also wanted a
    of 1999 Bond film,                                                             exhibition of the                                  vacuum system in
    The World Is                                                                  work of Jean                                       the lobby so that
    Not Enough.                                                                   Cocteau. It lost                                   people did not
                                                                                  £600 in its first      5. When the                  bring in dirt, but
                                                                                  year and she closed      Guggenheim                it was deemed
                                                                                  it down on June 22,      Museum opened             too noisy.
 2. The Guggenheim                                                                                         in New York on
                                                                                  1939. The gallery
    has its own typeface,                                                                                  October 21, 1959,
                                                                                  she opened in
    Verlag, meaning                                                                                        admission was 50
                                                                                  Venice in 1951
    ‘publisher’ in                                                                                         cents. 3,000 people
                                                                                  remains there to
    German. It was                                                                                         queued to be
                                                                                  this day and is now
    created by Jonathan                                                                                    the first to see
                                                                                  part of the Solomon
    Hoefler and Tobias                                                                                      the museum.
                                                                                  R. Guggenheim
    Frere-Jones and
                                                                                  Foundation.
    based on the
    museum’s iconic
    Art Deco lettering.

                                                                                                                                  *The obvious forgery is number four.

                                                                                                                                                                  35
IKEA
Commenting on a perception that he was something
of a vulgarian, Michael Winner once said “People think
I vomit on the floor and buy my furniture from IKEA” – as
if the two were somehow synonymous. For most, IKEA
is an unabashed joy; a modern, affordable, chic supplier
of house-brightening, chintz-free furniture. Guess the
multi-billion pound, globe-straddling company is somehow
going to have rub along without Winner’s support.




Love it or hate it, IKEA teaches us to respect the        By setting out to design each product with a
power of price – and the value of a consistent            low end-price in mind, IKEA’s designers are
design philosophy.                                        compelled to invent and adapt. By necessity, they
                                                          have pioneered the use of lightweight material
Flat-packing seems a modest enough innovation
                                                          such as fibreboard and the honeycomb paper
in hindsight, but at the time of IKEA’s inception,
                                                          within its products’ bleached wooden frames.
self-assembly furniture heralded a retailing revolution
                                                          It is an ethos that dovetails perfectly with a desire
every bit as profound as self-service in grocery.
                                                          to tread lightly upon the environment.
By eliminating a major cost within the supply of
                                                          For very little cost, IKEA’s fresh Swedish aesthetic
rigid furniture, and by facilitating self-selection
                                                          offers light, bright living spaces with acceptable
and self-collection, IKEA has been able to bring
                                                          quality for modern lifestyles. Thanks to the
exceptional value to homewares and appeal to
                                                          brand’s marriage of economy and creativity, we
the mainstream.
                                                          no longer need to preserve our set pieces for the
It does so within a considered design philosophy.         next generation. Today we can afford to refurnish
Everything at IKEA is designed with utility and           whenever we repaint. AK
efficiency in mind, from the bold blue and yellow
of the stores (inspired by the Swedish flag), to a
form-follows-function style.


36
Captions go here.




37
Timeline
                                               1943
                                               Ingvar Kamprad set up his own business selling
                                               products at a reduced price. He named it after his
     Lovet table, IKEA’s first flat-pack, 1956
                                               initials and the first letters of the farm and village
                                               where he grew up, Elmtaryd and Agunnaryd.
                                               Five years later he introduced a furniture range.


                                               1951
                                               The first IKEA catalogue was published, allowing
               Skopa chair, 1974               Kamprad to sell furniture on a much bigger scale.
                                               By 1984, the catalogue’s print run reached 45
                                               million copies.


                                               1956
                                               IKEA decided to flat-pack its furniture for
                                               self-assembly when a worker removed the legs
             Poäng armchair, 1976              from a table to fit into a customer’s car.
                                               Self-service came nine years later.


                                               1973
                                               The first IKEA store outside Scandinavia
                                               opened in Switzerland, and another a year later
                                               in Germany. Stores now total 301, across 37
              Billy bookcase, 1978             countries, with Germany its largest market.


                                               1995
                                               The IKEA PS collection launched at the
                                               Furniture Fair in Milan, offering designers free
                                               range over their creations. The fourth PS collection,
          PS Lömsk swivel chair, 1997          in 2003, included the Brum soft toy, which raised
                                               €2.1 million (£1.8 million) for Unicef.


                                               2010
                                               Designers found a new way to pack the Ektorp
                                               sofa, halving its flat-pack volume, reducing the
            Klippan Loveseat, 2011
                                               price by €100 (£88) and lowering the carbon
                                               footprint in transport.




38
Did you know?
One of these is a (flat) pack of lies.*




 1. In the early 60s,            2. IKEA did experience     4. IKEA began selling     5. The nomenclature
    IKEA founder,                   some teething              flat-pack furniture        of IKEA products
    Ingvar Kamprad                  problems around            in 1956 after a           follows strict
    was, by his own                 the sizing of its          worker removed the        guidelines. Beds,
    admission, an                   products when it           legs from a table to      wardrobes and hall
    alcoholic. By 2004,             opened stores in           fit it into a              furniture are
    with his drinking               the US. Customers          customer’s car.           named after places
    under control, his              reportedly bought          The worker                in Norway, garden
    personal fortune                vases which they           in question               furniture after
    was estimated at                mistakenly believed        immediately went          Swedish islands,
    £32 billion, making             to be water glasses.       into hiding after         while dining chairs
    him the richest man                                        being pursued             and tables
    in the world.                                              by angry mobs             conform to towns
                                                               of Allen-key-             and cities in
                                 3. The famous IKEA
                                                               wielding customers.       Finland.
                                    catalogue has been
                                    burned in red state
                                    areas of the US after
                                    the company claimed                               6. The first IKEA
                                    it was “bigger than                                  store to open
                                    the Bible”. In terms                                 in the UK was in
                                    of its annual print                                  Warrington
                                    run, this is true.                                   in 1987.


                                                                                        *The square peg is number three.

                                                                                                                    39
Innocent
Apart from the name, everything about Innocent is
street-wise, smart and very financially savvy. No
company can go from start-up to multi-million market
leader and stay there without a real-world zeal for
understanding its customers and maximising its reach.
Even though we know it’s sold out to Coca-Cola we still
love its smoothies and buy into the Innocent image.
In some ways, that’s even more impressive.




Innocent yes. Naïve, no.                              From a consumer perspective, Innocent’s gift is to
                                                      have brought a little fun and some healthy choices
As true champions of design, Innocent should be
                                                      into our lives. But behind its success lies a deadly
applauded for reminding us to use the medium as
                                                      serious lesson for business.
the message. What the founders lacked in marketing
firepower, they more than made up for with their       It is rare to survive in the British food industry
charming, conversational style.                       without scale, yet, despite not being the cheapest,
                                                      Innocent has captured the leading share in
With a simple, childlike logo, warm, witty words
                                                      markets normally dominated by giants. It is living
and initiatives to reduce the environmental impact
                                                      testimony to the competitive advantage that a
of their packaging, they charm and distract us
                                                      charismatic brand can bring to business.
from the inherent contradiction in any pretense
of mass-produced innocence. Meanwhile, its            In uncertain times, while lesser rivals succumb
stream of creative initiatives, like Fruitstock,      to the grinding attrition of the retailer price wars,
Knitted Hats and dancing vans, in combination         let’s celebrate and emulate Innocent’s imaginative
with the open spirit epitomised by their invitation   integration of design, language and product to
to call on the banana phone, express something        escape the commodity trap. AK
cheerful and personal about the people behind
the brand – and we thank them for it.


40
41
Timeline
                                         1998
                                         Three friends trialled their Innocent smoothie at
                                         a local jazz festival. They quit their jobs the next
                                         day to commit to Innocent full-time.
     Original Innocent packaging, 1999


                                         1999
                                         The Out to Lunch sandwich shop was the first to
                                         stock the Innocent smoothies. The trio hoped to
                                         sell eight bottles the first day, but managed to sell
                                         sixteen of them.
      Big Knit Campaign started, 2003


                                         2003
                                         The first annual Big Knit took place. Fans were
                                         asked to make tiny winter hats for Innocent
                                         bottles, and raise money for Age Concern.
         Innocent Redesign, 2005

                                         2005
                                         Innocent began selling its drinks in France,
                                         Holland and Belgium. It expanded to Scandinavia
                                         in 2006 and Germany in 2007.


     Innocent Smoothies for Kids, 2005   2006
                                         Innocent began sourcing from Rainforest
                                         Alliance-accredited farms all the bananas used
                                         in its drinks.



          Innocent Veg Pots, 2008
                                         2007
                                         Turnover reached £114 million.


                                         2009
                                         The Coca-Cola Company invested £30 million in
                                         Innocent in return for an 18% stake. It increased
           Innocent Juices, 2011         this to 58% in 2010 for a further £65 million.




42
Did you know?
These are all guilty until proven innocent.*




 1. The company was              2. Co-founder Jon        4. Innocent was           6. In 2007, Innocent
    founded by friends              Wright’s business        originally called         had to recall
    Adam Balon,                     card used to read,       Fast Tractor.             100,000 bottles
    Richard Reed                    ‘Complete Bottler’.                                of its banana
    and Jon Wright.                                                                    and strawberry
    All three went to                                                                  smoothies after
    the same Cambridge                                    5. Richard Reed              reports of the
                                 3. Maurice Pinto was        is allergic to
    college, St John’s.                                                                drinks exploding.
                                    the one venture          pineapples and
                                    capitalist who           has therefore
                                    would back the           never tasted
                                    company when it          his company’s
                                    started. He put in       original product.
                                    £200,000 for a 20%
                                    stake, which today
                                    is worth over
                                    £35 million.




                                                                                 *The guilty amongst them is number five.

                                                                                                                    43
Land Rover
Navigating the tough terrain of the 21st century
automotive business is no easy task but Land Rover
draws on over 60 years of experience, delivering a brand
beloved around the world, albeit one no longer run from
the UK. Nevertheless, its journey, from the rough and
ready practicality of the Series I in the post-war years
to the high-end luxury of today’s Range Rover Evoque,
mirrors Britain’s transition from austerity to affluence.




Land Rover’s history is an epic tale - a pioneering    If it is legitimate to regret the loss of a national
British brand suffers from timid management            champion to ambitious young engineers from
before enjoying a glorious renaissance, crowned        overseas, we should celebrate the fact that our
by a Queen’s Award for Export.                         world-class design and invention has retained
                                                       Land Rover’s R&D and manufacture
Under Rover, British Leyland and British
                                                       in Birmingham.
Aerospace, the brand enjoyed moments of glory,
but inventive designs were often hindered by lack      Under its current owners, the brand has been
of investment. Toyota’s Land Cruiser captured          given another stylistic shove away from its
many of the Defender’s potential export markets,       traditional khaki boxcar aesthetic toward catwalk-
while a parochial design ethos and rudimentary         chic, yet the brand’s visual elastic hasn’t snapped.
levels of comfort hampered Discovery and Range
                                                       Diehards may lament the fact that Land Rover is
Rover in the US’ booming SUV sector.
                                                       now more cultural than agricultural – a status
Ultimately, others with a stronger vision and deeper   symbol for new money and old. Surely we should
pockets stepped in. BMW, Ford and Tata                 take pride, however, if the brand is finally poised
collectively have invested billions in advancing       to triumph in a global luxury market. AK
engineering, style and comfort, while improving
cost-competitiveness.


44
A design whose appeal
stretches from royalty to
farmers. The chunky lines
have a charm that translates
beautifully into a child’s
Dinky Toy version.




                               45
Timeline
                                       1948
                                       The Land Rover Series I debuted at the
                                       Amsterdam Motor Show. It was followed by
                                       the Series II in 1958 and Series III in 1971.
        Winston Churchill and his
        Series I Land Rover, 1954
                                       1968
                                       The ‘Lightweight’ entered service with the
                                       British armed forces. Land Rovers have been
                                       used in Korea, Suez and on SAS operations
                                       and desert patrols.
        Range Rover Turbo, 1990


                                       1987
                                       The Range Rover was launched in North America.
                                       Within three years, it had become the market’s
                                       biggest export.
       Land Rover Freelander, 1997


                                       1997
                                       The Freelander model was released to celebrate
                                       Land Rover’s 50th year.


     Land Rover e-Terrain Technology
             concept, 2006
                                       2006
                                       The Land-e, a diesel electric hybrid, debuted at
                                       the Geneva Motor Show.


                                       2007
                                       Land Rover produced its four-millionth vehicle
                                       – a Discovery 3 that was donated to the Born
       Land Rover Defender, 2008
                                       Free Foundation .




        Range Rover Evoque, 2011




46
Did you know?
                                   One of these finds the truth an uphill struggle.*
Land Rover Defender ‘Above the clouds’, RKCR / Y&R, 2009.




                                                            1. You can have any        3. When the Range               4. Despite being seen           5. The Range Rover
                                                               colour you want so         Rover was under                 in close proximity              was launched on
                                                               long as it’s green.        development in the              and sometimes                   Friday June 17,
                                                               Early Land Rovers          late-60s, engineer              inside a variety of             1970 at a retail
                                                               were predominantly         Mike Dunn was                   Land Rovers on                  price of £1,998.
                                                               painted green as           instructed to think             Countryfile, John                Roughly the cost
                                                               the company                of a working title              Craven cannot                   of the coffees in
                                                               still had a surplus        which featured the              actually drive any of           today’s cupholders.
                                                               of sage paint              letters used in                 them by himself as
                                                               intended for               ‘Rover’ and its then            he still only has a
                                                               World War II fighter        subsidiary ‘Alvis’.             provisional licence.         6. Seventy per cent
                                                               plane cockpits.            He came up with the
                                                                                                                                                          of all Land Rovers
                                                                                          title ‘Velar’, a reference
                                                                                                                                                          ever made are
                                                                                          to the Spanish word
                                                                                                                                                          still in use in
                                                                                          meaning to ‘watch
                                                            2. The Discovery,                                                                             some form.
                                                                                          over or look after’,
                                                               launched in 1989,
                                                                                          emphasising the
                                                               had an interior
                                                                                          need to keep details
                                                               designed by the
                                                                                          away from the press
                                                               Conran Design
                                                                                          and competitors.
                                                               Group, run by Jasper,
                                                                                          Range Rovers were
                                                               son of Terence.
                                                                                          even registered as
                                                                                          ‘Velars’ on original
                                                                                          V5 documents.
                                                                                                                                                  *Driving around the truth is number four.

                                                                                                                                                                                       47
Lego
Six Lego building blocks can be arranged in 915 million
different ways: an apt illustration of the stunning
versatility of a brand launched in a worldwide recession
that continues to thrive on a global basis. From the
wooden building blocks of the 1930s, via the classic brick
pioneered in the 40s – 62 of which exist for every person
on the planet – to the present day company which
encompasses theme parks, film franchise tie-ins and
internet communities, Lego has fused innovation with
great functional design to be a truly global brand.




Designing a great development tool that is also           The company has innovated through design on
fun is an achievement in itself. But brilliant design     two levels. First, by continually perfecting the
is about brilliant systems – the intelligent and          product, from wooden blocks of the 30s, to
imaginative arrangement of individual components          Binding Bricks in the late 40s, to the 1958 ‘stud
that combine to make a corporate identity, a chair        and tube’ we know today. Second, by exploiting
or even a rocket. Lego truly is a world-class system      its new properties; Lego was the first Danish
– from the interaction of primary-coloured bricks         company to invest in injection-moulded plastics.
and the universe of interrelated ‘sets’, to its theme     The hula-hoop also launched in 1958 and Frisbees
parks. To be a champion, you must be more than            hail from the same period. Funny how such early
the sum of your parts.                                    adopters of a new technology have endured.
Lego is also ergonomically amazing; not just for          Try this as a judgement criterion for effective
the children, but also for adults. It’s tough,            design: genuinely beneficial, functional,
washable and has a set to fit most wallet sizes.           affordable, collectable, sociable, memorable,
The only flaw is its ability to cripple a parent           flexible and of universal appeal. That’s (some of)
bumbling about in the dark. Lego puts the end             what makes Lego a champion. SA
user at the heart of the brand, and truly meets
their needs. It probably achieved this through
intuition and intelligence, rather than insight groups.


48
49
Timeline
                                       1934
                                       Ole Kirk Christiansen named his toy-making
                                       business Lego, formed from the Danish for
                                       ‘play well’, leg godt.
           Early Lego bricks


                                       1967
                                       More than 18 million Lego sets were sold during
                                       the year and 218 different elements (not counting
                                       colour variations) were in production.
     Set 600, The Original Minifigure

                                       1974
                                       The familiar yellow Lego figures were introduced,
                                       aimed at encouraging child role-play. More than 4
                                       billion are estimated to have been produced since.


                                       1986
             Lego Star Wars            Godtfred Kirk Christiansen resigned as
                                       chairman of the board of Lego System A/S
                                       and Lego Overseas. His son, Kjeld Kirk
                                       Christiansen, took over.


                                       1998
                                       An exclusive licensing deal was agreed with
                                       Lucasfilm giving Lego the right to create themed
                                       sets based on the Star W films.
                                                               ars
     Lego Harry Potter Wii game

                                       2000
                                       Lego was named ‘Toy of the century’ by
                                       Fortune magazine and the British Association
                                       of Toy Retailers.


      Lego Technic Cherry Picker




50
Did you know?
                                    One thing is rotten in the state of Denmark’s premier toy company.*
Original wooden Lego toys, 1930s.




                                     1. In 2010, Legoland          3. The most collectable       5 . Company founder,      6. In 1934, looking
                                        Windsor suffered              Lego set today is a            Ole Kirk                 for a name for
                                        an infestation                Reservoir Dogs tie-in          Christiansen took        his company,
                                        of wasps. The                 complete with                  inspiration for his      Christiansen
                                        general manager               detachable ears.               company’s famous         organised a
                                        was grilled by Anne           Only a handful of              brick from English       competition
                                        Robinson about                prototype sets were            company,                 among his staff
                                        the problem                   made before the                Kiddicraft and           with the winner
                                        on the BBC’s                  company hastily                their Self-Locking       promised a bottle
                                        programme Watchdog.           abandoned the                  Building Brick           of wine. In the
                                                                      project and these              patented by British      end, he preferred
                                                                      now change hands               inventor, Hilary         his own idea to
                                                                      for over £1,000.               Fisher Page.             any suggested
                                     2. If the number of
                                                                                                     Page ran into            by his employees.
                                        Lego blocks sold in
                                                                                                     financial trouble         Proving that,
                                        a single year were
                                                                                                     and committed            sadly, sometimes
                                        laid end to end            4. Lego is the biggest
                                                                                                     suicide in 1957,         the boss does
                                        they would stretch            manufacturer of
                                                                                                     and shortly              know best.
                                        around the world              car tyres in the
                                        five times.                    world. The company             thereafter, Lego
                                                                      makes 306 million              bought all the
                                                                      of them every year.            rights to the
                                                                                                     Kiddicraft block.


                                                                                                                              *The Hamlet is number three.

                                                                                                                                                      51
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Champions of design vol #1

  • 1. Champions of Design Observations on creativity for competitive advantage from jkr
  • 2. Introduction In this book we celebrate twenty-five great works of design, the people who created them and the clients who bought them. We collected their stories from a series called Champions of Design that we published throughout the year – not in design magazines but in Marketing. There is a little self-interest here. The more marketing people who grow to love great design and value its contribution to their brands, the easier our job will be if we are fortunate enough to work with them. Over and above this we simply want to share our appreciation of these enthralling enterprises. They never fail to inspire us and are confirmation classes in our own deep-held beliefs. Which are? 1. Design is not separate from the product, it is part of it. It should emerge so naturally from the brand that it feels and sounds right, like the voice of a friend. If design is simply bolted on or used as wrapping paper, the cracks will show and the product inside won’t last very long. 2. People will pay a little more for something they want and a lot more for something they want very much. (Think of the last thing you wanted desperately and ask yourself what part its design played in its attraction.) 3. As each of our champions illustrates, design pays for itself many times over. Few other investments show such a great return. Of course we would say this, you might be thinking, but over 21 years as a design agency we have found it to be true. These are the main lessons we take from the case histories in this book but there is one more. A truly great design is inimitable: once you have it, it’s yours forever. Competitors may try to copy you but they will only come second at best. All of which may sound very fine in retrospect but how do you recognise a great design in the first place? Speaking for ourselves we think the answer is viscerally. We feel a mixture of admiration and envy. We wish we’d done it. If you share these feelings when you turn the pages this book will have done its job.
  • 3. Contents A is for... M is for... Apple 3 Marmite 55 Method 59 Mini 63 B is for... Bang & Olufsen Barbour 7 11 P is for... Penguin 67 Pixar 71 C is for... Camper Converse 15 19 R is for... Ray-Ban 75 D is for... S is for... Ducati 23 Dyson 27 Selfridges 79 Sony 83 Swatch 87 G is for... Swiss 91 Guggenheim 31 V is for... I is for... Veuve Clicquot 95 Ikea 35 Innocent 39 W is for... Waitrose 99 L is for... Land Rover 43 Lego 47 Liberty 51
  • 4. Apple “There are no second acts in American lives” wrote F. Scott Fitzgerald. Steve Jobs’ life, cruelly curtailed though it was, disproved this aphorism. His return to the company that he founded proved more innovative and triumphant than his first stint. If Fitzgerald were alive today, he, like most other creatives, would probably have written that on an Apple. Blimey, where to start? Apple has harnessed the In a different retail channel, the music industry power of design more effectively than any business was in disarray when it came to organising the digital in the world. It is likely to report more than $100 downloading of songs until the creation of iTunes. billion in sales this year (roughly the same as Intel Once again, Apple led and others now follow. and Microsoft combined) and in rankings released As Steve Jobs said: “Design is not just what it in May, overtook Google to become the world’s looks like and feels like. Design is how it works.” most valuable brand. At a time when our lives continue to be transformed Apple has made us more aware than ever before by technology, Apple has made clever stuff so much of the importance of design, and not just product more intuitive than any other brand. design either. From packaging to retail experience Perhaps the cleverest thing of all is that, by and beyond, Apple has raised our expectations encouraging us to ‘Think Different’, Apple has and sharpened our eye for design detail. managed to make us all think the same. JJ For those that are lucky enough to have one, we won’t forget the moment we unpacked our first iPhone. It was truly special. So special in fact, that most of us have kept the box. The design of the Apple store is so different that it’s closer to visiting an attraction than to shopping, a bit like going to the Hamleys toy store as a child. 4
  • 5. MacBook Air, 2011. Mactintosh ad, 1984. 5
  • 6. Timeline 1976 Rob Janoff created the famous Apple logo. He designed the apple with a bite taken from it, in order to distinguish it from a tomato. Apple I Self-Assembly Kit, 1976 1980 Apple Inc was taken public in the biggest IPO since Ford. Share prices rose by 32% on the first day of trading, making all 40 employees instant millionaires. iMac G3, 1998 1989 Apple Corps, The Beatles’ record label, filed a trademark lawsuit. The legal battle lasted for 18 years and The Beatles’ music was not available on iTunes until 2010. iPod, 2001 1997 Steve Jobs returned to Apple as interim chief executive. Two years later, he dropped the interim title, but joked that he would still be known as ‘the iCEO’. iBook G4, 2003 2003 The iTunes Store was launched and sold 1 million songs in the first week. Sales of the iPod doubled by the end of the year to more than 2 million. iPhone 3G, 2008 2011 Today, about 15 billion Apps have been downloaded from the App Store by more than 200 million iPhone, iPad and iPod touch users around the world. iPad, 2011 6
  • 7. Did you know? One of these ‘facts’ isn’t, in fact, true. Which is the bad apple?* Apple gift catalogue, 1983. 1. The one billionth 2. In 1976, in order 3 . Forget Pete Best. 5. The first Apple song bought on to raise funds to Apple’s third computer, the iTunes was Speed of build their first co-founder Ronald Apple I, sold Sound by Coldplay. computer, Jobs Wayne sold his for $666.66. It was downloaded and Wozniak both 10% stake in the Cue Satan on February 23, sold items dear company to Steve conspiracy theories. 2006 by 16-year- to their hearts. Jobs and Steve old Alex Ostrovsky Jobs raised $1,500 Wozniak for $800. of West Bloomfield, by selling his As of June 2011, 6. Australians pay Michigan. Steve Volkswagen van, it would have the most for Jobs rang him while Wozniak been worth over iTunes downloads. personally to managed to get $31 billion. Songs cost the congratulate him $500 for his equivalent of and give him 10 Hewlett-Packard US$2.19 there, 60GB iPods, an scientific calculator. 4. The name iPod as opposed to iMac, a $10,000 came to Bill Stevens, $1.53 (99p) in the music gift its creator, during a UK and $1.29 in certificate and peyote trip. the US. a scholarship established in his name at Juilliard School. *The bad apple is number four. 7
  • 8. Bang & Olufsen By combining reassuring expense with quirkily beautiful design, the Danish purveyors of luxury audio-visual equipment have retained a distinctive niche in an ever more crowded marketplace. The company draws on a tradition of design excellence and technological innovation, and has found its place in an Apple world. But what does its brand lesson teach us? Bang & Olufsen symbolises so much more than makes a much deeper impression than pressing sublime technology. It is a definitive lifestyle brand. a remote control. Bang & Olufsen do make remote Encountering its products in a hotel room will controls, of course: it’s just that they’re cast in zinc make your stay feel that little bit more luxurious. to ensure they always feel cool to the user’s touch. Seeing them in someone’s house will confirm your This is by no means style over substance, suspicions that the owner isn’t short of a bob however. B&O’s first work with radios and or two. loudspeakers was driven by the ideal of ‘honest The real lesson we learn from their design is music reproduction’, reaching the listener’s ears how to stand out while blending in. Like a really uninfluenced by the limitations of technology – great piece of furniture, it sets a tone without true high fidelity. Visiting a store, I was given a barking at you from across the room, reflecting demonstration of the new, 85-inch, 3D TV. the fact that Bang & Olufsen’s designers take It’s spectacular – and with a price tag of £65,000, their inspiration from everyday life: church you know you are buying more than just organs, tulip fields, anything. a television. JJ They have long understood how user interface can differentiate them from the mainstream. Bringing a stereo to life with a wave of your hand 8
  • 9. BeoVision 7 with integrated 3D, 2011. BeoSound 8, 2010. 9
  • 10. Timeline 1930 Bang & Olufsen product design was influenced by Bauhaus Functionalism – not just a style, but an attitude to quality, consumer-friendliness Eliminator, 1926 and aesthetics. 1939 B&O produced a mains-powered radio with 16 permanent station settings. This was Beolit radio, 1939 revolutionary at a time when listeners had to search manually for each channel. 1948 The B&O factory was rebuilt after being TV 508 S, 1952 destroyed during World War II. The same factory is still at the centre of the company’s research and development. 1972 Jacob Jensen designed the first ‘dance-proof ’ Beolit 600, 1970s turntable, B&O’s Beogram 4000. It is now included in the permanent collection of New York’s Museum of Modern Art. 2001 B&O designer David Lewis was awarded the BeoLab 5, 2003 title of Royal Designer for Industry by the British Royal Society of Arts for eminence in creative design for industry. BeoSound 8, 2010 2010 Bang & Olufsen launched its first speaker dock, the BeoSound 8, for use with Apple’s iPod, iPhone and iPad. 10
  • 11. Did you know? One of these stories has a low fidelity to the truth.* Bang & Olufsen ‘Sure of Success’ poster campaign, 1948. 1. In 1927, Svend 3. Henning Dahl- 4. B&O designer, 6. The Royal Olufsen and Peter Mikkelsen produced Torsten Valeur once Penthouse Suite on Bang both borrowed the company’s halted production of the eighth floor of money from their distinctive Bauhaus a mobile phone the Hotel President fathers to set up the influenced logo in which the company Wilson on the shore company’s first 1931, while working was producing with of Lake Geneva is factory, having started freelance. He offered Samsung because currently the world’s in the attic of the the design to Svend the screen was 0.1 most expensive Olufsen family home. Olufsen for five inch too small. hotel suite at 75,000 Danish krone. The decision cost Swiss francs Olufsen, famed for $2 million. (£52,762) per night. his short arms and It is equipped with 2 . The ringtone on the deep pockets, was B&O’s BeoVision BeoCom 2 cordless nevertheless so 4-103, one of the phone was inspired 5. For Christmas 1934, impressed he gave to mark the release world’s largest by designer David him ten. Mikkelsen televisions at 103 Lewis accidentally of its first record found fame and player, B&O cut a inches, and is one dropping a piece fortune elsewhere, of only three hotels of metal tubing. disc on which they going on to draw the wished their workers in the world to He liked the sound internationally offer this TV. and hired a composer a Happy Yuletide syndicated cartoon and sang Silent Night. to replicate it. strip, Ferd’nand. *The buzzing sound is coming from number five. 11
  • 12. Barbour It’s ironic that a company with such strong connections with the landed aristocracy should have its origins in the seafaring proletariat. Scottish businessman John Barbour established himself by selling waterproof jackets and oilskins to the fishermen of South Shields at the turn of the 20th century. Nowadays, with a fistful of royal warrants, the company has achieved the ultimate brand recognition with Barbour having become synonymous with the waxed jacket. The Barbour boat has definitely come in. Let’s consider its brand lesson. Barbour might be more of a tortoise than a nimble Its popular biker jacket (a classic reborn) is the fashion-forward hare, but this has served it well. latest in a long line of variations on this theme. Some see hazard in its recent adoption by Alexa While the brand has diversified into other Chung (right), Sienna Miller, et al. The perfect garments (the kind one might arguably associate partner to Hunter wellies, with a flagship Carnaby with Country Life’s ‘girls in pearls’), such ranges Street store and design partnerships with the likes feel like a sideshow, and don’t steal the limelight. of Anya Hindmarch, might it be skirting the ‘Burberry trap’ where ubiquitous popularity Beyond our shores, the unchanging Barbour translates into naffness? template presents it as quintessentially English – two-thirds of the brand’s sales are now overseas. I doubt we need fear for the brand’s longevity A British classic then. Moreover, being the last when the fashionistas move on. Barbour has word in waterproof jackets, it can be sure of form; having once profited as the definitive 80’s one constant: might originating in a land where Sloane Ranger garment, this stereotype backfired, a ready supply of rain is never in doubt provide limiting the brand’s appeal. Yet it met fashionable one source of their evergreen appeal? SA and unfashionable status and treated these two imposters just the same. It endured, demonstrating the pluck and tenacity to stick with the one thing for which it was famed and loved – the green-waxed jacket. 12
  • 13. Barbour are enjoying a patch of ‘It girl’ popularity, making it de rigeur outerwear at all the best (and wettest) music festivals. 13
  • 14. Timeline 1894 John Barbour founded J. Barbour & Sons. Early Barbour label 1912 J. Barbour & Sons became J. Barbour & Sons Ltd, with John Barbour as chairman and sons Jack and Malcolm as joint managing directors. The Ursula suit, 1940s 1939-1945 The Ursula suit became standard issue for the Submarine Service in World War II, and was named after the U-class submarine. 1964 Steve McQueen wearing Barbour, 1964 At the International Six Days Motorcycle Trial, Steve McQueen and the rest of the American team all wore Barbour’s International suits. 1974 Barbour received its first Royal Warrant by Barbour Biker jacket the Duke of Edinburgh, followed by its second Royal Warrant by Her Majesty the Queen in 1982. A third Royal Warrant was awarded by HRH the Prince of Wales in 1987. 1999 Barbour International jacket The first Barbour concession opened in London’s Harrods. 2002 Margaret Barbour was appointed a Dame Commander of the Order of the British Empire. 14
  • 15. Did you know? Which of these is less than watertight?* Barbour catalogue cover, c.1970. 1. John’s grandson, 3. In 1981, a Spanish 5. When her husband 6. Sales of Barbour Duncan, had a mountaineering John died suddenly jackets soared in passion for team found a in 1968, Margaret the US following motorbikes, hence Barbour jacket at Barbour started to Helen Mirren Barbour’s tradition the summit of take an active role sporting one in of making classic Mount Everest. in the running of the film The Queen. biker jackets. They donated it the company. Recent endorsement They were worn by to the American After streamlining from fashionistas almost every British Moutaineering the production such as Alexa motorcycling team Centre in Golden, operation, she Chung, Lily Allen from 1935 to 1977. Colorado, where it became company and Sienna Miller is exhibited under chairman in 1972. (the look is known its nickname, ‘The Five generations on as ‘Hackney farmer’) Barbour of Seville’. from its foundation, have seen the brand 2. Until 2003, Barbour Barbour remains a regain a vibrancy was officially a family-run business. not witnessed since menswear brand. the mid-80s when Meaning, dare we say 4 . In October 2010, it was an essential it, that Her Majesty, a lorry full of fashion item for all the most famous Barbour jackets putative Sloanes. wearer of the line, was hijacked. Eight has been cross- thousand went dressing for most missing, valued of her adult life. at £750,000. *Number three is letting in the water. 15
  • 16. Camper Camper has proved that a brand can retain its local roots and still have worldwide appeal. Its unique approach to retail is rooted in the island of Mallorca, where in different forms, the Fluxà family have produced shoes for four generations. It found its place in the world by daring to believe there were kindred spirits out there. El Bulli might have closed its doors, but that other basic design language, which is of greater charm idiosyncratic Spanish brand, Camper, shows no and lower maintenance than trend chasing and signs of weariness. There are two design lessons zigzagging, that is often typical in fashion. we can draw from its continuing journey. Secondly, Camper has mastered designing classics The first is that if you know where you are coming with a twist – conventional loafers, but with one from, it makes it easier to know where you are. lace or a bright red sole, for example. It produces As a brand nodding towards a Mediterranean fairly unassuming footwear – comfy to wear but peasant identity, Camper have kept things simple, also comfy to purchase, while offering just enough gentle and relaxed, as best expressed by its old seasoning in the design to keep things interesting. ‘Walk don’t run’ strapline. This might sound simple, but the blending of rural and urban sensibilities and of fashion shoes You expect brown cardboard boxes and cheerful with an ‘outside fashion’ attitude must be no easy posters, because Camper has this spirit in its trick to pull off. Its recipes might be a little less DNA. Successive years of campaigns have not avant-garde than El Bulli’s, but they have a diluted this ethos. This means it has genuinely distinctive and palatable flavour. SA built a brand personality through design, avoiding gilding the lily. It continues to re-express the same 16
  • 17. 17
  • 18. Timeline 1877 Cobbler Antonio Fluxà introduced machine Camaleón, 1975 manufacturing for shoes to the leather craftsman of Inca, Mallorca. 1975 The Camaleón shoe, originally made from canvas and tyre treads in 1928, was updated. A ‘rural shoe for the urban consumer’, it demonstrated the essential Camper style. Camper advertising, 1980s 1981 The Camper logo was redesigned, from a simple black type to the familiar white lettering on red still used today, for the opening of its first shop. 1992 Camper began international expansion with branches opening in European fashion capitals London, Paris and Milan. ‘Walk don’t run’ campaign 2000 Designer Martí Guixé created ‘Walk in Progress’, a temporary provisional interactive store design, with furniture made from recycled materials. 2002 Camper expanded further with shops in New York and Sydney. Today it has more than 150 stores in 70 countries. Camper London poster 18
  • 19. Did you know? Can you tell which one is, frankly, cobblers?* Camper ‘Birds’ print ad, 2007. 1. Camper takes its 3 . In 2005, Camper 4. When Camper 5. Camper has hired name from the expanded into opened its store industrial designers Catalan word for boutique hotels in Milan, the such as Jaime ‘peasant’, reflecting with Casa Camper company fashioned Hayon and Hella the brand’s original in Barcelona. four special shoes Jongerius, to aim to produce It features hammocks to place on the design shoes for well made, country- (as well as beds) in hooves of a the company. style shoes for every room and massive bronze city dwellers. twin policies of statue of a horse no smoking and which had been 6. Camper shoes no tipping. There is erected in the city frequently have now also a Casa a few years earlier, 2. Symbolic of messages written Camper in Berlin. based on a design the company’s on their soles. by Leonardo unconventional ‘Hispanic causing da Vinci. approach to panic’ is a shoemaking are popular one. the ‘Twins’, a pair of shoes where the left and right do not match. *Cobblers? That will be number four. 19
  • 20. Converse Converse shoes have been worn by sports legends and rock stars alike, becoming in the process an icon of youth and symbol of below-ankle rebellion. The company tied its fortunes to basketball and watched as the game took off across the world, making sure its footwear was always on court. Somehow, it has managed to be both all-American and countercultural, in a way no other brand has managed. Converse use well managed design to make a lucrative and seemingly alive. Online customising little go a long way. Broadly, its products fall into options take this to the next level; not bad for a two types. The classics, in their famous livery, brand with two basic designs that essentially glue preserve the brand’s authenticity. Then, the ‘editions’ rubber to canvas, with a little stripe of colour use these classics as a blank canvas, from which a around the sole. It’s amazing how many ways the bewildering array of editions, collaborations, film basic cards have been reshuffled. and music tie-ins are spawned. The myriad logos and liveries can be confusing I was wearing Converse before Sheena was a to the casual observer: why a certain star on this, punk rocker. We called them ‘bumper boots’ but a different one on that? But big brands avoid because of the ankle patches. For those of an dreary monolith status by allowing one wonky old-school disposition (and old farts), the classics wheel on the vehicle. It keeps them soulful. seem unspoilt by progress. This is only partly true. Converse is a master in the art of designing an In reality, Converse is constantly refining and endless variation on a sound basic theme. SA revisiting its past with a big range of vintage variations, serving ‘classic’ in many flavours. The ‘inspired by’ lines are both promotional billboards and badges of consumer affiliation, from Dr Seuss editions to designer brand Marimekko. As a use of design for marketing ends, this ‘cool by proximity’ approach keeps the brand relevant, 20
  • 21. 21
  • 22. Timeline 1910 Within two years of opening, Converse was producing 4,000 shoes per day. The company Chuck Taylor All Stars, 1920 gave up making tyres to focus solely on the successful shoe business. 1969 The Oxford, 1962 Chuck Taylor was inducted into the Naismith Memorial Basketball Hall of Fame, earning the nickname ‘Mr Basketball’ for his lifelong role as an ambassador for the sport. The Weapon, 1980 1976 The Pro Leather style shoe was introduced. Worn by player Julius Erving, who revolutionised basketball with above-the-rim play, it was nicknamed ‘The Dr. J’. Converse All Star 2000, 1996 1996 Converse All Star 2000, a modern day version of the Chuck Taylor All Star was released. It became one of the company’s best-selling shoes. DC Comic Converse, 2010 2003 Nike bought the 95-year-old company for $305 million. It was the first Nike-owned product to be marketed without the Nike name. Jack Purcell & Comme des Garçons Play, 2011 2011 The limited-edition 50475, a replica of the original 1946 Chuck Taylor All Star, is now on sale. It includes the original government contract number stamped on the inside. 22
  • 23. Did you know? One of these puts the con into Converse.* Original All Star basketball shoe, 1920s. 1. In 1908, Marquis 2 . Badminton 3 . Converse 5. Famous Brits Mill Converse champion, Jack reinforced its associated with slipped and fell Purcell lent his musical heritage the brand: David down a flight of name to a when it saved the Tennant wore stairs in Malden, Converse shoe legendary London them in Doctor Massachusetts, which became music venue, Who; Daniel injuring both popular in The 100 Club, Radcliffe sports himself and his pet Hollywood from early in 2011 after a pair in Harry donkey, Seabiscuit. the 30s onwards, it was threatened Potter & The Order He blamed the fall worn by James with closure. of the Phoenix; and on the lack of grip Dean and many although they were in his shoes. others. In 1960, the seen as a punk It inspired him to Jack Purcell sneaker, brand, The Beatles create his own famous for the 4. Converse has wore them brand of rubber- smile on its toe, released numerous long before soled shoe and a was marketed as special editions of The Ramones. company was born. the first premium its shoes featuring sneaker, selling for the likes of AC/DC, $8.98 rather than The Ramones, the standard $5.98. The Who, The Clash and DC Comics. *The con is on number one. 23
  • 24. Ducati Although no longer Italian-owned, Ducati will forever symbolise Italian style in the motorcycle market. The company was once described as combining “brilliant engineering with Marx Brothers’ management” which goes to the heart of its appeal. If you want the efficiencies of high-tech mass production, you’ve come to the wrong shop. If you prefer bikes with passion, style, grace, speed and soul, Ducati is where you belong. Although consumers are more price sensitive than Ducati quickly followed it with another radical ever, Ducati reminds us that innovative design earns concept, the ‘street-style’ Monster, with exposed a premium. It’s a lesson the company learned the trellis frame. hard way, with the spur of competition. The commercial and critical success of these As a luxury purchase, the high end of the motorcycle ground-breaking models proved that progressive market is particularly open to new technology and design could compensate for an inherent Honda took the superbike market by storm when it disadvantage on cost. introduced the lightweight Fireblade in 1992. Today, six Ducati models exist. Each is distinct, With its back to the wall, Ducati stunned the yet each shares a futuristic style. motorcycle world by responding with the 916, Unlike Japanese bikes, which are hard to identify just two years later. It was a harmonious marriage until you see the logo, you recognise a Ducati of form and function, the characteristic V-twin from afar. Thanks to the characteristic sound of engine shoehorned beneath a slim red faring, their thunderous engines, you even know them high level tailpipes poking out behind the seat. with your eyes closed. AK Voted Motorcycle of the Year, its peerless handling and high torque gave Carl Fogarty a World Championship in its first season. 24
  • 25. 25
  • 26. Timeline 1924 Physics student Adriano Cavalieri Ducati invented an experimental short wave radio. Inspired by its success, he and his two brothers set up a Cucciolo, 1947 business together. 1939 Bruno Ducati was named a Cavaliere del Lavoro by the Italian government (the equivalent of Siluro, 1956 a knighthood) for his contribution to industry. 1948 Ducati was taken over by the Italian state after the three brothers were unable to keep it in profit. Scrambler, 1968 Adriano Cavalieri Ducati moved to the US where he worked at NASA. 1983 Claudio and Gianfranco Castiglioni purchased Ducati. It has gone through public and private Pantah, 1979 ownership by several companies since. 2007 Casey Stoner secured Ducati’s first ever MotoGP World Championship title as well as the MotoGP Constructors’ title. It was the first Monster, 1993 win by an Italian manufacturer in 34 years. 2010 Multiple World Champion, Valentino Rossi was announced as the rider for the Ducati MotoGP Diavel, 2011 team in the 2011-2012 season. 26
  • 27. Did you know? The devil is in the detail. Which of these is untrue?* Ducati 860 advertising, 1978. 1. Ducati began in 1926 2 . Ducati’s post-war 4 . Claudia Cardinale 6. In 1978, the as Società Radio success as a motorbike was the face legendary Mike Brevetti Ducati, a manufacturer was of Ducati until ‘The Bike’ company producing based on its she fell off a Hailwood came radio components. adaptation of the bike while on out of an 11-year It was founded by Cucciolo engine; promotional retirement to win three brothers, a cheap, reliable duties in Venice. the Isle of Man Adriano, Marcello motor, so named TT race on a and Bruno Ducati, because its noise Ducati V-twin. and only moved into resembled the yap The engine blew up bike production at of a ‘puppy’. 5. The 1198cc just as he crossed the end of World Ducati Diavel goes the finish line. War II. from 0-62mph in 2.6 seconds 3. The Ducati Diavel – quicker than a takes its name from Bugati Veyron. the time a prototype was shown to a group of Italian engineers. One of them declared, “Ignurant comm al diavel” – i.e. “Evil, like the devil.” * Number four is out of petrol. 27
  • 28. Dyson The success of Dyson proves the truth of the adage, ‘He who laughs last, laughs longest.’ With one caveat: he must have sufficiently deep pockets to fight repeated copyright infringements in court. James Dyson couldn’t get established vacuum manufacturers interested in his new idea, then had to hire ‘m’ learned friends’ when the same companies became so interested and wanted to rip him off. Business is like laughter. It’s all about the timing. Ask a few friends which British entrepreneurs they The inspirational tale of dogged perseverance most admire and chance is, they’ll name Sir Richard to introduce his bagless cleaner should be taught Branson. Mention Sir James Dyson and perhaps in school. Not only did he have to overcome they’ll talk enthusiastically about his products – the numerous technical challenges, he could find no cyclone vacuum cleaner, the hand dryer and the one to manufacture it, as established makers earn a new Air Multiplier fan, but about him relatively little considerable bounty from the sale of replacement bags. seems known. Pioneers like Sir James teach us to reject the notion For someone who founded a billion dollar brand, that our inherently high cost base stops us founding surely the industrial designer deserves a higher world-class consumer goods companies here. profile? Perhaps it’s to do with the personality of Despite its lowly status as a domestic appliance, the the individuals? Or perhaps it says more about the Dyson cleaner is now an international success story. media’s long held disinterest in manufacturing? Its products are sold in 45 countries and despite As a remarkable self-publicist, Branson is arguably having exported much of its manufacture to the more famous than his products and services, while Far East in order to remain competitive, we should Dyson has focused on building an enduring celebrate that it employs 350 engineers at its head manufacturing business, where substance is more office in Wiltshire. AK important than style. 28
  • 29. Look familiar? One of James Dyson’s early 70’s inventions was the Ballbarrow, which spread the barrows load more evenly. A direct lineage from this, to today’s DC15 vacuum cleaner, can be traced stylistically if not functionally. The Ballbarrow was a painful business for Dyson, but proves another adage, ‘If at first you don’t succeed, try, try again.’ 29
  • 30. Timeline 1993 Funded by licensing the design in Japan, James Dyson launched his first vacuum cleaner, the DC01, in the UK. DC01, 1993 1995 The DC01 became the best-selling vacuum cleaner in the UK. In the same year, the DC02 was launched, becoming the second bestselling machine. CR01, 2000 1996 Dyson manufactured 20,000 De Stijl-inspired machines, drawing attention to the structural and geometric form of the humble vacuum cleaner. DC08, 2002 2001 The business created its patented Root Cyclone technology, which captures even smaller particles and creates more powerful suction. DC15, 2005 2006 The Dyson Airblade hand-dryer was launched. 2009 Dyson released the first bladeless fan – The Dyson Air Mulitplier. AB01, 2006 2011 Utilising Air Multiplier technology, the Dyson Hot fan heater was unveiled. AM04, 2009 30
  • 31. Did you know? Spot the truth vacuum.* Sir James Dyson with the two latest designs for the Air Multiplier. 1. James Dyson 3. Research in 2008 4. Dyson vacuum 6. Dyson’s success went through suggested that the cleaners have in the US was 5,000 prototypes Dyson Airblade been given away propelled in part over 15 years to increases the in goodie bags at by its appearance create his first amount of bacteria both the Emmys in one of the vacuum cleaner. on the hands by and the Oscars. last episodes of at least 42%. Friends where the Funnily enough, fastidious Monica this research is seen cleaning 2. Dyson appeared 5 . James Dyson’s was sponsored by a Dyson, her to make water flow wife, Deirdre, is the paper towel pride and joy, upwards in his known to millions industry in the with a hand-held ‘Wrong Garden’ as the woman in form of the vacuum cleaner. which was the the classic early 80’s European Tissue sensation of the Shake’n’Vac advert. Symposium. 2003 Chelsea Flower Show. *Number five sucks. 31
  • 32. Guggenheim World-class art collections housed in some of the world’s most striking buildings. So runs the singular ethos of the Solomon R. Guggenheim Foundation. Just as the collection of non-representational art it was designed to house shocked most of the public on its creation, so too did Frank Lloyd Wright’s original New York museum. Bernard Levin dubbed it the architect’s “last practical joke on mankind”. If so, it’s one we’re still enjoying and its echoes are felt around the world. Perhaps the Guggenheim Foundation is a champion One ingredient of world-class patronage is passion. of design because it champions design. When the Solomon Guggenheim opened his first museum to creative awards and plaudits are handed out, clients share his love (and collection) of ‘non-objective’ art. often see their role in the creative endeavour His niece Peggy, who picked up the torch, was eclipsed by the artists; for some, clients are just not just a far-sighted and involved collector; she ‘the wallet’. However, centuries of works of art married painter Max Ernst. There’s someone have existed only because of the vision, taste and passionately ‘living the brand’. yes, creativity of the patrons. Any brand manager can be a fantastic patron, The Guggenheim collection of art is arguably a employing the best talent and giving their brand commodity – an impressive one, but not necessarily a first-class ticket through its life, but sadly, not something ‘everyday’ folk would visit if it were all show such verve. Through its commissions, housed in a more conventional space. Guggenheim is now synonymous, for many, Guggenheim is not about conventional design, with modern art; fortune favours the brave. SA however. The original (1959) Fifth Avenue gallery was a bold, creative commission. Indeed many complained that its ‘snail shell’ form was impractical. Guess what? It’s now ‘iconic’. Same story with Guggenheim’s Bilbao museum. 32
  • 33. 33
  • 34. Timeline 1949 Solomon R. Guggenheim died, never having seen the Museum of Non-Objective Painting in New York, which was renamed in his honour when it was completed. Early Guggenheim sketch 1952 Hilla Rebay resigned as museum director and was replaced by James Johnson Sweeney. The Hilla von Rebay Foundation was established after her death in 1967. Guggenheim, New York 1959 The Guggenheim museum opened. Located on New York’s Fifth Avenue, the building remains a controversial landmark to this day. Guggenheim ‘snail shell’ 1997 The Guggenheim Bilbao opened and was instantly hailed as an architectural masterpiece. The museum was credited with reviving Spain’s Basque region. Guggenheim concept, Bilboa 2013 The Guggenheim Abu Dhabi, designed by Frank Gehry, will open in the city’s cultural district of Saadiyat Island, and will be overseen by Thomas Krens. Guggenheim, Bilboa 34
  • 35. Did you know? There’s a Tom Keating lurking among the Old Masters.* Guggenheim poster by Chermayeff & Geismar, 1975. 1. In Manhattan, Woody 3. Peggy Guggenheim, 4 . The seal on the 6. Architect Frank Allen meets Diane niece of Solomon, floor of the Lloyd Wright’s Keaton at the opened her first Guggenheim original plans for Guggenheim gallery in London. Museum reads ‘Ars the Guggenheim Museum. The The Guggenheim Gratia Pecuniae’. museum featured Guggenheim Bilbao Jeune opened in It means ‘Art for a glass elevator. features at the start 1938 with an the sake of money’. He also wanted a of 1999 Bond film, exhibition of the vacuum system in The World Is work of Jean the lobby so that Not Enough. Cocteau. It lost people did not £600 in its first 5. When the bring in dirt, but year and she closed Guggenheim it was deemed it down on June 22, Museum opened too noisy. 2. The Guggenheim in New York on 1939. The gallery has its own typeface, October 21, 1959, she opened in Verlag, meaning admission was 50 Venice in 1951 ‘publisher’ in cents. 3,000 people remains there to German. It was queued to be this day and is now created by Jonathan the first to see part of the Solomon Hoefler and Tobias the museum. R. Guggenheim Frere-Jones and Foundation. based on the museum’s iconic Art Deco lettering. *The obvious forgery is number four. 35
  • 36. IKEA Commenting on a perception that he was something of a vulgarian, Michael Winner once said “People think I vomit on the floor and buy my furniture from IKEA” – as if the two were somehow synonymous. For most, IKEA is an unabashed joy; a modern, affordable, chic supplier of house-brightening, chintz-free furniture. Guess the multi-billion pound, globe-straddling company is somehow going to have rub along without Winner’s support. Love it or hate it, IKEA teaches us to respect the By setting out to design each product with a power of price – and the value of a consistent low end-price in mind, IKEA’s designers are design philosophy. compelled to invent and adapt. By necessity, they have pioneered the use of lightweight material Flat-packing seems a modest enough innovation such as fibreboard and the honeycomb paper in hindsight, but at the time of IKEA’s inception, within its products’ bleached wooden frames. self-assembly furniture heralded a retailing revolution It is an ethos that dovetails perfectly with a desire every bit as profound as self-service in grocery. to tread lightly upon the environment. By eliminating a major cost within the supply of For very little cost, IKEA’s fresh Swedish aesthetic rigid furniture, and by facilitating self-selection offers light, bright living spaces with acceptable and self-collection, IKEA has been able to bring quality for modern lifestyles. Thanks to the exceptional value to homewares and appeal to brand’s marriage of economy and creativity, we the mainstream. no longer need to preserve our set pieces for the It does so within a considered design philosophy. next generation. Today we can afford to refurnish Everything at IKEA is designed with utility and whenever we repaint. AK efficiency in mind, from the bold blue and yellow of the stores (inspired by the Swedish flag), to a form-follows-function style. 36
  • 38. Timeline 1943 Ingvar Kamprad set up his own business selling products at a reduced price. He named it after his Lovet table, IKEA’s first flat-pack, 1956 initials and the first letters of the farm and village where he grew up, Elmtaryd and Agunnaryd. Five years later he introduced a furniture range. 1951 The first IKEA catalogue was published, allowing Skopa chair, 1974 Kamprad to sell furniture on a much bigger scale. By 1984, the catalogue’s print run reached 45 million copies. 1956 IKEA decided to flat-pack its furniture for self-assembly when a worker removed the legs Poäng armchair, 1976 from a table to fit into a customer’s car. Self-service came nine years later. 1973 The first IKEA store outside Scandinavia opened in Switzerland, and another a year later in Germany. Stores now total 301, across 37 Billy bookcase, 1978 countries, with Germany its largest market. 1995 The IKEA PS collection launched at the Furniture Fair in Milan, offering designers free range over their creations. The fourth PS collection, PS Lömsk swivel chair, 1997 in 2003, included the Brum soft toy, which raised €2.1 million (£1.8 million) for Unicef. 2010 Designers found a new way to pack the Ektorp sofa, halving its flat-pack volume, reducing the Klippan Loveseat, 2011 price by €100 (£88) and lowering the carbon footprint in transport. 38
  • 39. Did you know? One of these is a (flat) pack of lies.* 1. In the early 60s, 2. IKEA did experience 4. IKEA began selling 5. The nomenclature IKEA founder, some teething flat-pack furniture of IKEA products Ingvar Kamprad problems around in 1956 after a follows strict was, by his own the sizing of its worker removed the guidelines. Beds, admission, an products when it legs from a table to wardrobes and hall alcoholic. By 2004, opened stores in fit it into a furniture are with his drinking the US. Customers customer’s car. named after places under control, his reportedly bought The worker in Norway, garden personal fortune vases which they in question furniture after was estimated at mistakenly believed immediately went Swedish islands, £32 billion, making to be water glasses. into hiding after while dining chairs him the richest man being pursued and tables in the world. by angry mobs conform to towns of Allen-key- and cities in 3. The famous IKEA wielding customers. Finland. catalogue has been burned in red state areas of the US after the company claimed 6. The first IKEA it was “bigger than store to open the Bible”. In terms in the UK was in of its annual print Warrington run, this is true. in 1987. *The square peg is number three. 39
  • 40. Innocent Apart from the name, everything about Innocent is street-wise, smart and very financially savvy. No company can go from start-up to multi-million market leader and stay there without a real-world zeal for understanding its customers and maximising its reach. Even though we know it’s sold out to Coca-Cola we still love its smoothies and buy into the Innocent image. In some ways, that’s even more impressive. Innocent yes. Naïve, no. From a consumer perspective, Innocent’s gift is to have brought a little fun and some healthy choices As true champions of design, Innocent should be into our lives. But behind its success lies a deadly applauded for reminding us to use the medium as serious lesson for business. the message. What the founders lacked in marketing firepower, they more than made up for with their It is rare to survive in the British food industry charming, conversational style. without scale, yet, despite not being the cheapest, Innocent has captured the leading share in With a simple, childlike logo, warm, witty words markets normally dominated by giants. It is living and initiatives to reduce the environmental impact testimony to the competitive advantage that a of their packaging, they charm and distract us charismatic brand can bring to business. from the inherent contradiction in any pretense of mass-produced innocence. Meanwhile, its In uncertain times, while lesser rivals succumb stream of creative initiatives, like Fruitstock, to the grinding attrition of the retailer price wars, Knitted Hats and dancing vans, in combination let’s celebrate and emulate Innocent’s imaginative with the open spirit epitomised by their invitation integration of design, language and product to to call on the banana phone, express something escape the commodity trap. AK cheerful and personal about the people behind the brand – and we thank them for it. 40
  • 41. 41
  • 42. Timeline 1998 Three friends trialled their Innocent smoothie at a local jazz festival. They quit their jobs the next day to commit to Innocent full-time. Original Innocent packaging, 1999 1999 The Out to Lunch sandwich shop was the first to stock the Innocent smoothies. The trio hoped to sell eight bottles the first day, but managed to sell sixteen of them. Big Knit Campaign started, 2003 2003 The first annual Big Knit took place. Fans were asked to make tiny winter hats for Innocent bottles, and raise money for Age Concern. Innocent Redesign, 2005 2005 Innocent began selling its drinks in France, Holland and Belgium. It expanded to Scandinavia in 2006 and Germany in 2007. Innocent Smoothies for Kids, 2005 2006 Innocent began sourcing from Rainforest Alliance-accredited farms all the bananas used in its drinks. Innocent Veg Pots, 2008 2007 Turnover reached £114 million. 2009 The Coca-Cola Company invested £30 million in Innocent in return for an 18% stake. It increased Innocent Juices, 2011 this to 58% in 2010 for a further £65 million. 42
  • 43. Did you know? These are all guilty until proven innocent.* 1. The company was 2. Co-founder Jon 4. Innocent was 6. In 2007, Innocent founded by friends Wright’s business originally called had to recall Adam Balon, card used to read, Fast Tractor. 100,000 bottles Richard Reed ‘Complete Bottler’. of its banana and Jon Wright. and strawberry All three went to smoothies after the same Cambridge 5. Richard Reed reports of the 3. Maurice Pinto was is allergic to college, St John’s. drinks exploding. the one venture pineapples and capitalist who has therefore would back the never tasted company when it his company’s started. He put in original product. £200,000 for a 20% stake, which today is worth over £35 million. *The guilty amongst them is number five. 43
  • 44. Land Rover Navigating the tough terrain of the 21st century automotive business is no easy task but Land Rover draws on over 60 years of experience, delivering a brand beloved around the world, albeit one no longer run from the UK. Nevertheless, its journey, from the rough and ready practicality of the Series I in the post-war years to the high-end luxury of today’s Range Rover Evoque, mirrors Britain’s transition from austerity to affluence. Land Rover’s history is an epic tale - a pioneering If it is legitimate to regret the loss of a national British brand suffers from timid management champion to ambitious young engineers from before enjoying a glorious renaissance, crowned overseas, we should celebrate the fact that our by a Queen’s Award for Export. world-class design and invention has retained Land Rover’s R&D and manufacture Under Rover, British Leyland and British in Birmingham. Aerospace, the brand enjoyed moments of glory, but inventive designs were often hindered by lack Under its current owners, the brand has been of investment. Toyota’s Land Cruiser captured given another stylistic shove away from its many of the Defender’s potential export markets, traditional khaki boxcar aesthetic toward catwalk- while a parochial design ethos and rudimentary chic, yet the brand’s visual elastic hasn’t snapped. levels of comfort hampered Discovery and Range Diehards may lament the fact that Land Rover is Rover in the US’ booming SUV sector. now more cultural than agricultural – a status Ultimately, others with a stronger vision and deeper symbol for new money and old. Surely we should pockets stepped in. BMW, Ford and Tata take pride, however, if the brand is finally poised collectively have invested billions in advancing to triumph in a global luxury market. AK engineering, style and comfort, while improving cost-competitiveness. 44
  • 45. A design whose appeal stretches from royalty to farmers. The chunky lines have a charm that translates beautifully into a child’s Dinky Toy version. 45
  • 46. Timeline 1948 The Land Rover Series I debuted at the Amsterdam Motor Show. It was followed by the Series II in 1958 and Series III in 1971. Winston Churchill and his Series I Land Rover, 1954 1968 The ‘Lightweight’ entered service with the British armed forces. Land Rovers have been used in Korea, Suez and on SAS operations and desert patrols. Range Rover Turbo, 1990 1987 The Range Rover was launched in North America. Within three years, it had become the market’s biggest export. Land Rover Freelander, 1997 1997 The Freelander model was released to celebrate Land Rover’s 50th year. Land Rover e-Terrain Technology concept, 2006 2006 The Land-e, a diesel electric hybrid, debuted at the Geneva Motor Show. 2007 Land Rover produced its four-millionth vehicle – a Discovery 3 that was donated to the Born Land Rover Defender, 2008 Free Foundation . Range Rover Evoque, 2011 46
  • 47. Did you know? One of these finds the truth an uphill struggle.* Land Rover Defender ‘Above the clouds’, RKCR / Y&R, 2009. 1. You can have any 3. When the Range 4. Despite being seen 5. The Range Rover colour you want so Rover was under in close proximity was launched on long as it’s green. development in the and sometimes Friday June 17, Early Land Rovers late-60s, engineer inside a variety of 1970 at a retail were predominantly Mike Dunn was Land Rovers on price of £1,998. painted green as instructed to think Countryfile, John Roughly the cost the company of a working title Craven cannot of the coffees in still had a surplus which featured the actually drive any of today’s cupholders. of sage paint letters used in them by himself as intended for ‘Rover’ and its then he still only has a World War II fighter subsidiary ‘Alvis’. provisional licence. 6. Seventy per cent plane cockpits. He came up with the of all Land Rovers title ‘Velar’, a reference ever made are to the Spanish word still in use in meaning to ‘watch 2. The Discovery, some form. over or look after’, launched in 1989, emphasising the had an interior need to keep details designed by the away from the press Conran Design and competitors. Group, run by Jasper, Range Rovers were son of Terence. even registered as ‘Velars’ on original V5 documents. *Driving around the truth is number four. 47
  • 48. Lego Six Lego building blocks can be arranged in 915 million different ways: an apt illustration of the stunning versatility of a brand launched in a worldwide recession that continues to thrive on a global basis. From the wooden building blocks of the 1930s, via the classic brick pioneered in the 40s – 62 of which exist for every person on the planet – to the present day company which encompasses theme parks, film franchise tie-ins and internet communities, Lego has fused innovation with great functional design to be a truly global brand. Designing a great development tool that is also The company has innovated through design on fun is an achievement in itself. But brilliant design two levels. First, by continually perfecting the is about brilliant systems – the intelligent and product, from wooden blocks of the 30s, to imaginative arrangement of individual components Binding Bricks in the late 40s, to the 1958 ‘stud that combine to make a corporate identity, a chair and tube’ we know today. Second, by exploiting or even a rocket. Lego truly is a world-class system its new properties; Lego was the first Danish – from the interaction of primary-coloured bricks company to invest in injection-moulded plastics. and the universe of interrelated ‘sets’, to its theme The hula-hoop also launched in 1958 and Frisbees parks. To be a champion, you must be more than hail from the same period. Funny how such early the sum of your parts. adopters of a new technology have endured. Lego is also ergonomically amazing; not just for Try this as a judgement criterion for effective the children, but also for adults. It’s tough, design: genuinely beneficial, functional, washable and has a set to fit most wallet sizes. affordable, collectable, sociable, memorable, The only flaw is its ability to cripple a parent flexible and of universal appeal. That’s (some of) bumbling about in the dark. Lego puts the end what makes Lego a champion. SA user at the heart of the brand, and truly meets their needs. It probably achieved this through intuition and intelligence, rather than insight groups. 48
  • 49. 49
  • 50. Timeline 1934 Ole Kirk Christiansen named his toy-making business Lego, formed from the Danish for ‘play well’, leg godt. Early Lego bricks 1967 More than 18 million Lego sets were sold during the year and 218 different elements (not counting colour variations) were in production. Set 600, The Original Minifigure 1974 The familiar yellow Lego figures were introduced, aimed at encouraging child role-play. More than 4 billion are estimated to have been produced since. 1986 Lego Star Wars Godtfred Kirk Christiansen resigned as chairman of the board of Lego System A/S and Lego Overseas. His son, Kjeld Kirk Christiansen, took over. 1998 An exclusive licensing deal was agreed with Lucasfilm giving Lego the right to create themed sets based on the Star W films. ars Lego Harry Potter Wii game 2000 Lego was named ‘Toy of the century’ by Fortune magazine and the British Association of Toy Retailers. Lego Technic Cherry Picker 50
  • 51. Did you know? One thing is rotten in the state of Denmark’s premier toy company.* Original wooden Lego toys, 1930s. 1. In 2010, Legoland 3. The most collectable 5 . Company founder, 6. In 1934, looking Windsor suffered Lego set today is a Ole Kirk for a name for an infestation Reservoir Dogs tie-in Christiansen took his company, of wasps. The complete with inspiration for his Christiansen general manager detachable ears. company’s famous organised a was grilled by Anne Only a handful of brick from English competition Robinson about prototype sets were company, among his staff the problem made before the Kiddicraft and with the winner on the BBC’s company hastily their Self-Locking promised a bottle programme Watchdog. abandoned the Building Brick of wine. In the project and these patented by British end, he preferred now change hands inventor, Hilary his own idea to for over £1,000. Fisher Page. any suggested 2. If the number of Page ran into by his employees. Lego blocks sold in financial trouble Proving that, a single year were and committed sadly, sometimes laid end to end 4. Lego is the biggest suicide in 1957, the boss does they would stretch manufacturer of and shortly know best. around the world car tyres in the five times. world. The company thereafter, Lego makes 306 million bought all the of them every year. rights to the Kiddicraft block. *The Hamlet is number three. 51