David Butler on why design is critical to business

David Butler believes that design goes beyond making something pretty; it is about designing systems that start a movement.

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David Butler is responsible for leading the global design vision and strategy for Coca-Cola. Approaching design through a modular adaptable system, Butler connects design and business in an efficient and sustainable way. In an insightful talk at Design Indaba Conference 2011, he speaks about various projects undertaken by Coca-Cola to share value and allow opportunities for design.

“Learning Lab” is a project using various stores around the world to prototype ideas and increases store owner’s opportunities to prosper. He gives further insight into the various ways Coca-Cola implements sustainable recycling practices around the world.

Butler wishes to imagine that design is not about a moment but rather about movement.  

Watch the Interview with Robert Wong, Michael Wolff, Dana Arnett, David Butler

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