Creating the perfect design brief : how to manage design for strategic advantage / Peter L. Phillips.

Includes bibliographical references (p. [183]-186) and index.

Chapter 1
What Is a Design Brief Anyway' . . ....... * . . . . . . I
The Format of a Design Brief.
low Long Should a Design Brief Be' .......,.,... 2#
Stir-frying a Creative Concept ..... 3
The Core Creative Concept in Branding:
A Streamlined Approach . .......
When Do You Need a Design Burief?............ 9
Ar versus Design.... . .... .. 10
"Please Make My Ideas Look Good" . ............. _
Designers Shouldn't Be ITaxi Drivers ... - ....... 12
Proposals versus Design Briefs .... ......... . 14
Design Briefs Have a Great ManY Uses . .. 15
Who Is Responsible for Developing a Design BriefP. ... 17
Client or Partner? .. I . . I I . . ...... 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 ... 5
The Design Brief Project Team- , .2 5
Chapter 3
Essential Elements of the Design Brief .... . 28
Project Overview and Background ....... .29
Category Review v3
larget Audience Review . .... . ........ 37
Company Portfolio .. . . . . ...... . . . . .. 39
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Business Objectves; 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 Cotent
Chapter 4
Getting the Design Brief Approved . . . ... . 52
Purpose of Final Review , . . . . . . . . .......... . 53
The Approved Brief... .4
In-House versus External Design Agencies ....... 55
Chapter 5
Using the Design Brief ..... . 57
lThe Phases. . ......... .... ..
"Testing . . 6 . ,
14rget Audience. .............. 62
U.sing Other Sections of the Design Brief .... ... 63
Chapter 6
Competitive Analysis ........ 65
The Most Common Approach. . 66
Assembling Competitive Material. . ...
Chapter 7
Establishing Credibility and Trust for Design.... . .
The M odel . ..... . .I... .. . 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 AWent 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 ..... .9
Chapter 8
Using the Design Brief in the Approval Process 100
The Design Brief as an Outline for Approval
Presentations .... 109
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?. . ,..9
A Final Word on Approvals .......... 110
Chapter 9
What Is a Design Manager. .............
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
Measuremcnt Phase ..... ... ... 132
Chapter ti1
An Example of a Design Brief. 133
Project Overview and Background. 135
Category Review .. ... .... .. . 6
Target Audience Review . . .... 1.39
Company Portfolio .... .. - - ....... 142
Business Objectives and Design Strategy 147
Project Scope, 'rime Line, and Budget . . . 149
Research D ata . . .. .. .. .. . . .... .- - - . . . .. .. .. ... 1,58
Appendix ............ . ...... ...... . 160
Chapter 12
Anticipating and Overcoming Obstacles ...161
Two Kinds of Obstacles . ......... 162
Dealing with Obstacles .. . . .......... . - ... . 165
Chapter 13
Creating a Plan Ioj Movin'g Ahead ....
Step One., 6... 167
The PAR Fornmula , .:...... ... . : . . .. . 6
A Master Plan Needs to be Specific 170
Getting to the "Right" People ... ....... .. [ 71
Obstacle Planning ...... 1 7
Action Plan Formatting 17
Chapter 14
Lessons from the Trenches. . .... ..... 174
DMi Serninars 1.6
sing the Model as a Guideline for Change,
ising 77