Outside the box: How Microsoft’s packaging design team is shaping a culture that delivers better consumer experiences

Kevin Marshall

Journal of Brand Strategy, 2019, vol. 7, issue 4, 302-309

Abstract: Design teams can be powerful catalysts for organisational change, ultimately paving the way for improved, more integrated consumer experiences and heightened brand value. Microsoft’s Packaging Design Team has been on a journey, reshaping its role and redefining their function’s culture of creativity as well as the broader culture around them. Change rarely happens by accident, however, and to forge successful and lasting change requires a strong vision and founding principles. In this paper, the author shares his team’s founding principles of action that they leverage to facilitate new thinking around packaging design, create deeper partnerships and open up pathways of discovery that deliver more premium and meaningful brand moments.

Keywords: packaging design; principles of action; change management; design organisation; structural packaging design; change agent; culture of change; change impact; influence; growth; principles of change (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2019
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Persistent link: https://EconPapers.repec.org/RePEc:aza:jbs000:y:2019:v:7:i:4:p:302-309

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