Power of Design

Creativity & Design

"The Omnipresent Power of Design"

 by Wobi via

The reality behind product       creation ... What is considered good design and what is not? How to achieve great design?. Brunner reveals the misunderstandings and explains what is necessary in order to successfully lead this discipline.

The creative engine behind numerous brand-defining designs of the past two decades, Robert Brunner is best known for his role as Director of Industrial Design at Apple.

Great products are more than objects. It's also about how you market it, how it's acquired, how it's used, and how it's supported. Your brand is not your logo. Your brand is the gut feel people have about your product (and therefore companies can't define their own brand). Everyone in the room is a designer (all parts of the idea-to-delivery process). Risk is not a four-letter word. If you are willing to take a risk, you can be disruptive.  Today, not taking risks can be risky, because risk equals innovation (Extract from Robert Brunner at the World Innovation Forum 2010).
Influencial architect of consumer-electronic devices such as the celebrated All-New Nook, Brunner is an authority on design’s role in technology and on consumers. He is Founder and Partner of Ammunition, an interactive design company focused on communicating strategic innovation through product design, and is a former partner at Pentagram, one of the world’s most influential design firms.
Talking Points

Design as a competitive strategy: Focus on customer satisfaction
Being “design-driven” and how this attitude will open your company to new customers and a new following
An insider’s look: Apple, Dell, Nike, and Hewlett Packard
 Many of Brunner's accomplishments occured as Chief Designer at Apple (most notably the MacBook, according to Wikipedia). Pictured below are some of the elegant product designs that Brunner has worked on, including the Fuego grill, Lady Gaga headphones, and the Barnes & Noble e-book reader.
The "Innovative Spark" that launched these three products:

The Fuego idea occurred because of the isolation a chef experiences on a traditional outdoor grill.  A flipped-up grill lid gets in the way of face-to-face socialization.  The idea was born of a flatter, more elegant grill that people could socialize around.
The headphone line was launched by Dr. Dre's displeasure that "people don't hear my music, audio products don't support my sound profile". This lead to the idea that the lousy ear buds provided on most iPods could be replaced with more attractive high-tech audio devices with attitude. The B&N reader was conceived with the thought that "books do not have buttons".  A new type of e-book reader could have an interface that is intuitively natural for a traditional book lover.

Robert Brunner - Biography

Robert Brunner is an American industrial designer, most notably known for design work for Apple Computer in the early 1990s.
Brunner received a Bachelor of Science degree in Industrial Design from San José State University in 1981. After working as a designer and project manager at several high technology companies, he founded Lunar Design in 1984. In 1989, Robert accepted the position of Director of Industrial Design at Apple Computer, where he provided design and direction for all Apple product lines, most notably the PowerBook. He was succeeded by Jonathan Ive in 1997. He claims that while with Apple he hired Ive thrice .
In January 1996 he became a partner in the San Francisco office of Pentagram.
Robert leads a design team, Ammunition LLC, offering product, identity and interaction design and strategy consulting to many U.S. and international clients. Their strength is creating design ideas that not only work as objects but also meet the market objectives of an organization or business unit. In 2008, Creative Director Brett Wickens, and Brand Strategist Matt Rolandson joined Ammunition LLC as partners. Both were former leaders at MetaDesign.
Robert's work has been widely published in North America, Europe, Asia and Australia. His product designs have won 23 IDSA Awards from the Industrial Designers Society of America and Business Week, including 6 best of category awards. His work is included in the permanent collections of the Museum of Modern Art (MoMA) in both New York and San Francisco.

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