Using design thinking at Coca-Cola
“Butler oversees a team of 50 designers within Coke and works with some 300 agencies worldwide. In a company as colossal as this one, no single designer can pretend to control every permutation of every product in every far-flung fast-food joint. Instead, Butler’s job has been to build a central design apparatus that is at once specific and flexible, one that can roll out across the globe without losing focus — or customers. And that’s exactly what he’s done, from the brand identity at the center of Coke’s corporate id to the advertising machine that projects that identity around the world to the very machines that dispense the company’s myriad products into your cup.”
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(The article comes with three slideshows and two videos)
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