Design to Help Enterprise Overcome Downturn - Taking Serveral Famous Enterprises for Example

Fortunes can change for any business - large or small - sending a once successful and thriving operation into decline. At this time, there may be a temptation for business to cut `discretionary´ budgets-money allocated to activities such as design, perhaps. But design is a powerful tool in a downturn. In recent years, more and more enterprises are looking to design their way out of downturn and think design is integral to the economic performance. Such as McCain Foods, Thistl, Ian Macleod Distillers and IKEA. These enterprises of different sizes and from different sectors have worked with designers to improve their performance during challenging conditions. There are many ways design can help enterprises overcome downturns through corporate identity, branding, packaging, advertising and so on. Therefore, during hard times investment in design can give a business a competitive edge over rivals who are reining in their design and innovation budgets in order to save money.