This assumes that "design" should be narrowly construed as "decoration" that "solves a problem" (like: "what color should the header font be to make it stand ou

This assumes that "design" should be narrowly construed as "decoration" that "solves a problem" (like: "what color should the header font be to make it stand out?") On the other hand, the whole UX movement and firms like Adaptive Path have shown that, if we consider the real brand (customer experience) as a design possibility, and let traditional design methods drive not just decoration but also the complete architecture of how the customer interacts with us, we can find much better solutions. It isn't as simple as "find out what your customers want," especially in emerging markets.