Page 15

FOREWORD > 15

BRAND THE BELOVED COUNTRY

IN ONE VOICE It remains a dream to have one united body representing all the different disciplines in design in South Africa. This dream could soon become a reality as Peter Kersten, the former Managing Director of BNO, the multidisciplinary professional design body in the Netherlands visits us this year. He is specifically coming to South Africa to help generate the structures to form an Institute of Design in our country. Why unite 5 separate associations into one? 1. Increased memberships lead to => better financial resources => > Better operational quality leads to => respect, glamour, attraction. > M o re c l o u t evo ke s m o re l eve ra g e = > w i t h government. 2. More disciplines under one roof leads to => encouragement for innovation. > Interdisciplinary cross-fertilization leads to => competence improvement. > Harmonisation of business practices among design disciplines is encouraged by commissioners. Further Effects One design association => positive image effects: > more leverage towards government (economic affairs; culture; education; foreign affairs); > one voice towards sister associations (advertising, architecture, PR, management consultancy); > more stature amongst commissioners; > a clear “What’s in it for me” proposition for new members; serious/respectful partner for education and training institutes. One design association => positive professional effects: > cross- fertilization of design knowledge and design culture between disciplines; > ‘education permanent’ => ‘BNO Academy’, BNO ‘Back to school’;

> >

business performance barometer among members; tailor-made design research programmes.

One design association => positive organisational effects: > better housing on appropriate location; > space for exhibitions and events; > flexible allocation of financial resources at peak situations; > flexible allocation of human resources at peak situation. In consultation with Peter, he had the following suggestions to make in formulating the new body and these will be the criteria he wishes to use to stimulate dialogue and consultation: > first agree on common (higher) departure points; > establish your long term positioning in relation to your prime target group => Pro association? Federation? Community? > keep the departure points simple and close by (‘What’s in it for me’ for future members); > avoid discussing structures in the beginning; > assign on a (limited) fee basis, an excellent consultant. Furthermore, he suggests the following: > Be daring! > Take advantage of your ‘previously disadvantaged position’ > Do it! So how can we afford to cover his expertise and costly consultation fee? Very simple. Peter is being sponsored by PUM, Netherlands Senior Experts, who will pay him a consultation fee and cover his airfare and other traveling expenses. We have to provide accommodation and a place where he can work. I have put these structures in place. I believe we are now very close to creating our design umbrella and then we can move forward and really brand our beloved profession both locally and abroad.

%FT-BVCTDIFS $)"*30/&70*$&

DESIGN> magazine (edition 11, 2008/9)  

Welcome to DESIGN>, a free subscription information platform where creativity, innovation, knowledge, technology and business converge.

DESIGN> magazine (edition 11, 2008/9)  

Welcome to DESIGN>, a free subscription information platform where creativity, innovation, knowledge, technology and business converge.

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