In this mostly well-argued book, industrial design expert Brunner and corporate consultant Emery (Success Built to Last
) put forth a design manifesto: building a successful company is not just about the shiny end product but about designing every aspect of the customer’s experience. By paying just as much attention to store design, Web sites and customer support as to the product or service being sold, a company can build an emotional relationship with its customers and so secure market share for life. They contend that design should influence every single business decision and—if done right—will lead consumers to become truly invested, and willing to pay extra. The authors return again and again to several well-known brand names as exemplars of their theory. Ikea, Samsung and Whole Foods are all given props, though highest praise is reserved for Brunner’s old employer, Apple, so much so that at times this book reads like an Apple promotional product. Combining their knowledge of design, organizational structure, branding and product placement, the authors have essentially repackaged a simple idea: the customer’s feelings matter. (Sept.)
