Change. Some companies embrace it, adapt to it, and seize it as an opportunity rather than a threat. But business change works best when it includes a complete reevaluation of how the product service is designed, branded and marketed. In this edition, Dr. James Moore, author of The Death of Competition, talks about how the designing process can be a model for Business. Our piece on Gymboree looks at why the child-focused company adopted a visual vocabulary for its brand identity system. With foreign language translations happening more frequently, here are some do’s and don’ts to keep in mind. Find out why Hoffmann-LaRoche adopted a “one-size-fits-all” office plan for its new Building One. Then read about how Chronicle Books turned well designed books into a signature for success.