This document discusses how good design thinking leads to good business thinking. It promotes an innovation mindset and management mindset focused on developing a big brand idea that manifests across touchpoints to meet target customers' specific needs. The brand idea is then positioned by defining its goal, purpose and promise.

1. Good Design-thinking is
Good Business
Good
Design-thinking
Good
Business-thinking
Innovation Mindset Management Mindset

2. Big Brand Idea
Big Brand Idea and manifestation (touch points)
Brand Elements/Ambassador
Brand Communication
Brand Packaging & other touch points
Target customer’s specific needs:
Brand Positioning
Brand goal
Brand purpose
Brand promise