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FUSE in Focus

A community that brings designers and brand strategists together through creative, inspirational, educational, and thought-provoking content.

Why Design? Why Now? PepsiCo Leaders On Design Thinking Culture Today

This morning at FUSE 2014, industry icons Mauro Porcini,
Chief Design Officer, PepsiCo, Inc. and Indra Nooyi, Chairman and Chief
Executive Officer, PepsiCo, Inc. took the stage with interviewer John Silva,
President & Creative Director, DuPuis to discuss why design is so important
in the success of a business, especially today.
According to Nooyi, before Porcini came to the company, she
and her team at PepsiCo wanted to add a design element to the overall brand strategy.  'We knew we needed to bring someone in as a
leader to bridge design and business, and there was only one person who met all
the criteria, but the challenge was getting him. That was Mauro,' she
explained.
Design is supposed to drive, elevate, and create stories
across all touchpoints and across the world.  For Porcini, when he came to PepsiCo the
challenge was how exactly to do just that consistently, across all touchpoints 'all
while doing it locally and globally at the same time.
'The way of thinking is the culture, the process to get to a
solution. But, it's really all about people in the innovation process,' Porcini
said. 'And to truly change the culture of the company, you need to understand what
design thinking really is.'
The world is changing completely through acceleration and experience.
According to Porcini, there are some key drivers of design in business today.
First, is the Internet, which is creating global accessibility to knowledge and
is ultimately, creating highly knowledgeable consumers.  Secondly, is the global market and e-commerce,
which is changing the way we look at competition. Thirdly, is social media,
which is creating communities of information creating a world where consumers
are relying on each other for knowledge and perceptions.
'You've got to learn how to cut through the clutter in a
very different way for the consumer,' said Nooyi.

She shared an example of men and women as consumers of
Doritos. If you think about a woman consuming Doritos, for instance, they
consume it very differently than men. 'What is a snack for woman? How do they
carry it? How do they eat in the office? Can it be crunchy? It's a very
different experience that for men,' she said.
Ultimately, in order to create a culture of Design Thinking,
the product development team need to involve the design team very early in the
process. Together, the two teams should collaboratively start from the initial product
design and work all the way to the final product packaging alongside the design
team.
About the Author:
Amanda Ciccatelli, Social Media Strategist of the Marketing Division at IIR USA, has a background in digital and
print journalism, covering a variety of topics in business strategy, marketing,
and technology. Amanda is the Editor at Large for several of IIR's blogs
including Next Big DesignCustomers 1st, and ProjectWorld and World Congress for Business
Analysts
. She previously worked at Technology Marketing Corporation as a
Web Editor where she covered breaking news and feature stories in the
technology industry. She can be reached at aciccatelli@iirusa.com. Follow
her at @AmandaCicc.