I've recently come across an article by Dominic Basulto, Can design thinking save the economic dinosaurs? The main points that Basulto talks about reminded me of what I've said in my two previous blog posts, Astonishing product design and funky brands as well as Dinosaur brands.
Basulto discusses the concept of Design Thinking in relation to "dinosaurs" -- industries such as the car industry, newspapers and magazines, healthcare providers, utilities, and the cable TV industry. Dinosaurs frequently inject a dose of funk into their brand through design. Often, we see revamped sites, contemporary offices and funky stationery. In fact, dinosaurs like design -- it allows them to express a certain degree of creativity without changing their business as usual too much.
However, most dinosaurs have an enormous need for change, and often they are unwilling to admit this to themselves. That's why they forget the "thinking" part.
Take the newspaper industry, for example. Instead of radically re-thinking what it means to be a content provider in the digital age, it is far easier to focus on "making things look pretty." (Quote from this blog post)
Dinosaurs don't just need to change their logos, they need to think in terms of an overall brand strategy. For more on this, see my post Need rebranding? Don't just change your logo, think brand strategy.