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Outside the box: How Microsoft’s packaging design team is shaping a culture that delivers better consumer experiences

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  • Marshall, Kevin

Abstract

Design teams can be powerful catalysts for organisational change, ultimately paving the way for improved, more integrated consumer experiences and heightened brand value. Microsoft’s Packaging Design Team has been on a journey, reshaping its role and redefining their function’s culture of creativity as well as the broader culture around them. Change rarely happens by accident, however, and to forge successful and lasting change requires a strong vision and founding principles. In this paper, the author shares his team’s founding principles of action that they leverage to facilitate new thinking around packaging design, create deeper partnerships and open up pathways of discovery that deliver more premium and meaningful brand moments.

Suggested Citation

  • Marshall, Kevin, 2019. "Outside the box: How Microsoft’s packaging design team is shaping a culture that delivers better consumer experiences," Journal of Brand Strategy, Henry Stewart Publications, vol. 7(4), pages 302-309, March.
    • Handle: RePEc:aza:jbs000:y:2019:v:7:i:4:p:302-309
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    More about this item

    Keywords

    packaging design; principles of action; change management; design organisation; structural packaging design; change agent; culture of change; change impact; influence; growth; principles of change;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

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