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Newsweek has a brief piece about how Procter & Gamble is focusing on a complete rethinking of its products, using designers as well as branding experts to “help rethink not just the superficials - graphics, packaging, product design - but, more importantly, how consumers experience products.”

These teams are actually going home with consumers to evaluate their use of products and get a sense of priorities and needs. But what’s interesting is how P&G seems to think of design in the broadest possible terms – that design isn’t just packaging but product itself, isn’t just utilitarian but experiential – whether the company is talking about diapers, laundry detergent or toothpaste.

“It might be a stretch to credit the company's turnaround to good design,” Newsweek writes. “Then again, it might not.”
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