tangerine CEO Martin Darbyshire, who gave a keynote address on ‘Leading by design’, at the awards ceremony, congratulated Taiwan on placing design at the heart of its innovation message but stressed the importance for the country to move away from its current dependence on an OEM/ODM model. Drawing a parallel between the development of tangerine, who used to be a design agency specialising in product design, who became a strategic design consultancy that now focuses on creating exceptional customer experiences, Martin advised Taiwan to adapt to the changing global market much as tangerine adapted to the changing landscape of design.
With the Creative Industries worth £84.1 billion to the UK economy, the talk highlighted the importance of design to a country’s economy; illustrating the power of both brand and design and the impact on profits that this can bring.
“For Taiwan to bring real change, it needs to find and own a gap in which it can bring value,” says Darbyshire. “The country’s core strength is in its technological capabilities. If it were able to incorporate this with ‘ownable’ experiences, then Taiwanese companies would become more influential in the global market and gain higher margins with their products.”