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The Design Imperative in Consumer Goods

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Claudia Kotchka, VP of Design Innovation and Strategy, Procter & Gamble


Design was always important to Procter & Gamble. "From the start," writes Claudia Kotchka, P & G's vice president for design innovation and strategy, "we felt design was important, because we were interested in branding, and if you are going to brand some




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