Visual Branding in the Age of Amazon - Flipbook - Page 11
Design Increases Brand Value*
Design boosts brand value
McKinsey Consulting conducted the
most extensive research to date to
study how design increases brand
value. They tracked design practices
of 300 companies over a five-year
period and over two million pieces of
financial data and over 100,000
design actions.
They found a strong correlation
between design centric brands and
top business performance. Results
were a 32 percentage points higher
revenue growth and 56 percentage
points higher TRS growth. The
market disproportionately rewarded
companies that truly stood out from
The Business Value of Design
October 25, 2018
Found a strong positive correlation in design-centric
companies between revenue and TRS growth.
Design as a Management Priority
Companies that performed best
financially prioritized design as a
top-management issue. Effective
results combined design and business
leadership and a bold, design-centric
vision within top teams. Design
excellence is within the grasp of every
business. Many companies have been
slow to catch up, but the potential for
design-driven growth is enormous.
With no clear way to link design
to results, senior leaders are often
reluctant to divert resources to design
functions.
* McKinsey & Company: The business value of design, Oct. 25, 2018: Benedict Sheppard, Hugo Sarrazin, Garen Kouyoumjian,
and Fabricio Dore
Design-centric companies have
Design-centric companies have
56% higher
32% higher
TRS Growth
Revenue Growth
Tracked over
100,000
Design Actions
Correlated design with over
Tracked design practices
2M
300
Pieces of Financial Data
Companies
