"Five years ago, Coca-Cola's design chief was told: "We need to do more with design. Go figure it out." Now his labors are bearing fruit."
David Butler, now vice-president of design for Coca Cola has achieved success by figuring out the most effective means of relating to the consumer as well as hi clients/bosses.
"But if Butler, who's now vice-president for design, has made an impact at the beverage giant, it's not because of some heady proclamation. Instead it's because he has learned the most effective way to implement design strategy at a company as large and complex as Coca-Cola: avoid the word "design" as much as possible."
It seems rather cynical that someone so successful in design has done everything possible to avoid it. Instead, "he talks about the benefits of smart design in a language to which those he's talking to can relate."
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