Creating the Perfect Design Brief : How to Manage Design for Strategic Advantage Book

	Foreword	ix
	Introduction	xi
	Acknowledgments	xv
Chapter 1	What Is a Design Brief Anyway?	1
	The Format of a Design Brief	2
	How Long Should a Design Brief Be?	2
	Stir-frying a Creative Concept	3
	The Core Creative Concept in Branding: A Streamlined Approach	3
	When Do You Need a Design Brief?	9
	Art versus Design	10
	"Please Make My Ideas Look Good"	11
	Designers Shouldn't Be Taxi Drivers	12
	Proposals versus Design Briefs	14
	Design Briefs Have a Great Many Uses	15
Chapter 2	Who Is Responsible for Developing a Design Brief?	17
	Client or Partner?	18
	Co-ownership	18
	What Level Should the Co-owners Be?	19
	Getting Started	20
	Design Is Only One Ingredient of a Successful Business	24
	Partners Need to Understand Each Other	25
	The Design Brief Project Team	25
Chapter 3	Essential Elements of the Design Brief	28
	Project Overview and Background	29
	Category Review	33
	Target Audience Review	37
	Company Portfolio	39
	Business Objectives and Design Strategy	40
	Project Scope, Time Line, and Budget: The Phases	43
	The Last Three Phases	46
	Research Questions	47
	Appendix	48
	Some Final Words About Content	48
Chapter 4	Getting the Design Brief Approved	52
	Purpose of Final Review	53
	The Approved Brief	54
	In-House versus External Design Agencies	55
Chapter 5	Using the Design Brief	57
	The Phases	60
	Testing	61
	Target Audience	62
	Using Other Sections of the Design Brief	63
Chapter 6	Competitive Analysis	65
	The Most Common Approach	66
	Assembling Competitive Material	68
Chapter 7	Establishing Credibility and Trust for Design	70
	The Model	72
	Paradoxical Leadership: A Journey with John Tyson	74
	An Exercise to Get You Started	78
	An Intiative from One Design Manager	81
	Recognize the Business Role of Design	82
	Mutually Valuable Relationships	86
	What Went Wrong?	87
	Implementing Efficient Work-with Processes	90
	Should In-house Design Groups Charge a Fee for Design Work?	91
	A Global Example of Working with Partners	95
	Credibility and Trust	98
Chapter 8	Using the Design Brief in the Approval Process	100
	The Design Brief as an Outline for Approval Presentations	102
	Understanding the Final Approver	104
	Anticipating Objections	106
	What If You Can't Make the Presentation Yourself?	108
	What If You Are Just Not Comfortable Making Presentations to Senior Managers?	109
	A Final Word on Approvals	110
Chapter 9	What Is a Design Manager?	111
	Developing a Framework for Design Management	112
	So, What's My Answer to the Question, "What Do You Do?"	126
Chapter 10	Measuring Design Results	128
	Good Design versus Effective Design	129
	Value Measured in Dollars	131
	Measurement Phase	132
Chapter 11	An Example of a Design Brief	133
	Project Overview and Background	135
	Category Review	136
	Target Audience Review	139
	Company Portfolio	142
	Business Objectives and Design Strategy	147
	Project Scope, Time Line, and Budget	149
	Research Data	158
	Appendix	160
Chapter 12	Anticipating and Overcoming Obstacles	161
	Two Kinds of Obstacles	162
	Dealing with Obstacles	165
Chapter 13	Creating a Plan for Moving Ahead	167
	Step One	167
	The PAR Formula	169
	A Master Plan Needs to be Specific	170
	Getting to the "Right" People	171
	Obstacle Planning	172
	Action Plan Formatting	172
Chapter 14	Lessons from the Trenches	174
	DMI Seminars	176
	Using the Model as a Guideline for Change	177
Appendix	The Design Management Institute	181
	Selected Bibliography	185
	Index	187