Design and the art of storytelling

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Design and the art of storytelling - DMI Paris 2008
What do we mean by design and what is it we are trying to link?
Brand Gap #2 - Activation 1976 - 1988 Production Design
Brand strategy not aligned (linked) with business strategy. Competing processes and conflicting outcomes.
CEO Finance Operations Manufacturing HR Sales / Mkting BRAND
CEO Finance Operations Manufacturing HR Sales / Mkting B R A ND
Dist IT HR Customer Ops Legal Experience Fin Mfg S/M