In the more than 100 years since Gillette was founded, the
company has gained, held and strengthened its leadership role in
the market through its strategy of managing its business with a
long-term, global perspective, inherently including a role for
design and innovation.
For Gillette, creating value has depended upon a commitment to
several strategic concepts:
Gillette has not focused on design for design's sake alone.
Instead it aims at creating innovative and effective products and
visually representing the products in a way that communicates the
Gillette brands to the consumer. Package design must validate what
A. G. Lafley calls the “first moment of truth”—when the consumer
sees the product at shelf and can identify and connect with it.
Transforming ideas into useful and innovative design engenders
another fundamental Gillette strength—strong and enduring brand
loyalty. Throughout its history, Gillette has recognized that great
design not only differentiates, but can inspire, educate and
communicate a brand's unique and superior attributes. Pamela
Parisi, the director of global design resources at Gillette, has
led this effort for more than fifteen years, and has been part of
the effort since 1967.
The AIGA Corporate Leadership Award was established to recognize the role of perceptive and forward-thinking organizations.
Section: Inspiration -
awards, design educators, students
Drawing from more than two decades of experience working on issues related to communication and culture, brand diplomat Christopher Liechty proposes a “third culture approach” for in-house creatives challenged to bridge the culture gap between themselves and their business colleagues—who sometimes seem as if the come from another planet.
Section: Tools and Resources
Second Story Interactive Studios
Sean Adams and Noreen Morioka
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