The benefits of design A study comparing 68 brand-dependent companies with the FTSE 350 index, found that the branded companies performed consistently better over a 15 year period. Source: Citibank/Interbrand, Financial Times, 23 June 1997   Source: Design Council report by OLR: Design Awareness and Behaviour Study, 1998 'Successful companies reinvent their products continuously. All the time. Every minute of the day. Not in big bangs, but in thousands of tiny steps. Difference has no value if it is not also better.' John Thackara, Director, Netherlands Design Institute, Winners!, 1997