Nick Mival talks to Marketing Week about balancing design’s role in new product development

Nick Mival explains how successful products come when design’s increasingly strategic position is balanced with its origins in craftsmanship.

Western designers can become detached from manufacturing because of our new strategic roles and manufacturing relocating to the Far East. With this detachment, the best strategic thinking, ideas and conceptual work can be let down by average design quality and craftsmanship in implementation.

• Link to ‘Marketing Week - Opinions From Design and Brand Consultants‘ (PDF)