The role of design thinking in brand strategy

Abstract

The study explores the development of an activist animation brand, The Adventures of Soeperguava. As a lesbian anti-heroine, Soeperguava’s raison d'être is to expose and challenge discrimination – still prevalent in South Africa, twenty years after apartheid. Although human rights are entrenched in Chapter 2 (Section 2.1) of the South African Constitution and these rights exist on paper, myriad forms of prejudice persist within our society and need to be addressed. As a qualified legal scholar, brand strategy educator and brand development specialist, the author utilised Design Thinking methodology to identify brands as cultural artefacts. As such, brands are able to create meaning and effect social change. Design Thinking endeavours to address ‘wicked problems’, defined as social or cultural problems that are difficult or impossible to solve (Rittel 1967). This study explores the manner in which Design Thinking is applied to mitigate wicked problems through the development of a creative-activist brand. The researcher traces the development of the animation brand from its inception in December 2010 to its dissolution in March 2012. The research was conducted via a qualitative, illustrative, single case study methodology focused on Soeperguava. Elements of appreciative inquiry, journaling, lived experience, narrative and thematic analysis are included in the research. Design thinking, team dynamics and brand identity models are supplemented by open-ended questionnaire analyses. The selected methodologies aim to establish the reasons why the collaboration between an animator, a brand strategist, film producer, content producer and a writer failed. Subsequent rigorous analysis identified themes traversing three sets of data. These were refined into five meta-themes, the determining factors for effective brand development via a design thinking approach. The five meta-themes are: 1 collective buy-in; 2 in-depth, collective comprehension and commitment; 3 evolutionary leadership and management; 4 clarity and transparency; and 5 insightful reflection. For the purposes of this study, the research questions the role of Design Thinking and Team Dynamics within the context of brand development. A new model for collaboration is proposed as a framework for implementation in the 21st century. The model integrates and synthesises three key aspects: two Design Thinking models and a Team Dynamics model. Design Thinking is an under-researched topic in South Africa. This study reveals the need for further multi- and interdisciplinary research, identifying and discussing potential research opportunities.