bake - July/August 2020 - 6

department
management

design
thinking
Recent events bring to light a key question for achieving future
success within the food sector: Is it smarter to focus on making
your own path or better simply to react to trends?
"It has never been more important to create a better experience in the marketplace," Andy Ford, chief transformation officer
at Brado, said during a July 9 webinar, "Thinking This Through: A
Design Thinker's Take on the Future of Ag and Food."
The webinar was organized and hosted by Charleston|Orwig
chief executive officer Mark Gale.
Ford further defined the concept of "design thinking," which
he calls a paramount approach to marketing.
Working with food brand giants such as Ruffles and Taco Bell,
Brado specializes in techniques to shape the future and studies
how empathy drives the marketplace. Their focus revolves around
creating a better experience for large numbers of customers.
ers perceive the different options in a category based on their
role or function. This enables businesses to visualize the market
landscape to better guide product messaging and identify white
space opportunities.
There is an opportunity to have iterative methodology match
the actual customer experience, Ford said, and this is the heart
of what the customer wants. The end goal is to design an opti-

"You are really trying to
understand the customers'
barriers, needs and desires."
Andy Ford, chief transformation officer at Brado

mal future for the consumer.
"You are really trying to understand the customers' barriers, needs and desires," he said. "It's using strategy to discover

PILLARS OF SUCCESS

where you can affect change. We want to create a product that

Brado subscribes to the following principles:
* Creative insight inspires clients to confidently
leverage the right belief of the right audience at the
right time and place.
* Business transformation helps clients define
and embrace bold business solutions to create
meaningful change.
* Brand activation defines and creates powerful
brands and executes with relevant multi-channel
engagement - for audiences of one, or one million.
* All practice groups are supported with the power
of digital intelligence using search, social, and
company data to understand unfiltered human
behavior, wants, and needs.

fulfills total life needs."
People buy things for three reasons: time, love, or money, and
"finding that desire is always the better trump card."
Brado utilizes advanced technology including artificial intelligence (AI) to uncover hidden gems and gain insights on how
to apply concepts.
Having a natural yearning for curiosity is compelling for being a design thinker, Ford said. He recommends insightful reading such as "Look at More: A Proven Approach to Innovation,
Growth, and Change" as a key book for reference.
"What is the future going to look like," Ford said. "Ask people.
Talk to them at length. You begin to get a perspective that can
really lead to change."
JO HN UN R E I N

06 < JUL-AUG 2020 | bakemag.com

STOCK.ADOBE.COM

The company's proprietary processes establish how consum-


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bake - July/August 2020

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