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Why Are Companies Bringing on Chief Design Officers to Drive Brand Strategy?

“In today’s business landscape, where customer experience is the primary source of competitive advantage, designers have much to offer organisations. Although we often think of design as making objects more beautiful or functional, design now encompasses the broader strategic process of need finding and problem solving that tees up great products, services, spaces, events and digital interactions- in short, remarkable customer experience.”

Five Things Marketers Can Learn From Designers by Larry Weber and Lisa Leslie Henderson