People buy meanings
Designing great products, brands and business strategy is more than having the right features, latest technologies and coolest look. It’s mastering the emotional and cultural meanings that drive consumer behaviour.
Meaning-centred design transforms this often-unrealised value into commercial opportunity with the power to shift markets.
Every business has assets to create new meanings in the market. Every culture is constantly evolving to need new meanings.
Meaning-centred design’s advanced cultural analysis techniques turn this complexity into strategy. Its design practice turns theoretical strategy into physical reality where products mean more and make a difference to the bottom line.
Meaning-centred design requires the ability to see the world as it is and how it could be different. But it doesn’t rely on creative genius or the trends everybody else is already following.
It's a system that identifies the potential cultural value of a business from its existing brands, products, technologies, channels and capabilities and creates clear decision structures for executives to navigate those possibilities and deliver growth.