Yasushi Kusume

Brand and Innovation Designer, Author, Speaker, Lecturer

Innovation and Creative Manager, IKEA 

Formerly, Vice President of Brand Design Identity & Experience, and of Competence Development, for AB Electrolux. Previous to this, Vice President of Brand Design and Creative Direction for Philips Design at Royal Philips Electronics.

Co-author of the article Empowering Creativity, in Sustainability Challenges and Solutions at the Base of the Pyramid (Greenleaf Publishing, 2008); co-author of Brand Romance (Palgrave Macmillan, 2013); and sole author of Designology (Diplomica Verlag, 2016).

Publication
2023
Design for addiction? - Medium, 15 June 2023 https://medium.com/@yasushi.kusume/design-for-addiction-c6eb9d153fd6

Are you unlocking creativity? Or stifling it? - Medium, 12 January 2023 https://medium.com/@yasushi.kusume/are-you-unlocking-creativity-or-stifling-it-417916567b9

2022

The Best Coffee in Town? - Medium, 13 April 2022 https://medium.com/@yasushi.kusume/the-best-coffee-in-town-43fd8482fe67

2021

Is your Hackathon providing breakthrough ideas? - Medium, 10 December 2021 https://medium.com/@yasushi.kusume/is-your-hackathon-providing-breakthrough-ideas-69b370c21d8b

Improve, expand and extend your business - Medium, 12 October 2021 https://medium.com/@yasushi.kusume/improve-expand-and-extend-your-business-16344ddc81a8

2020

How to compete – and innovate - 22 March 2020 https://medium.com/@yasushi.kusume/how-to-compete-and-innovate-8ed5fac6998

How do we make the best, most creative workspace? - 31 January 2020  https://medium.com/@yasushi.kusume/how-do-we-make-the-best-most-creative-workspace-6a1e785117f2

2019

What makes a knowledgeable, talented, and skilled designer? – Design Council London,1 May 2019  https://www.designcouncil.org.uk/news-opinion/what-makes-knowledgeable-talented-and-skilled-designer

2015

Designing for all five senses – Design for Europe, 27 May 2015/ Fast Company, September 2015 https://www.fastcompany.com/3050854/designing-for-all-five-senses

Familiarity breeds affection? - Design Council London, 11 February 2015 https://www.designcouncil.org.uk/news-opinion/familiarity-breeds-affection

How to create a memorable brand experience? - Design Council London, 22 January 2015 https://www.designcouncil.org.uk/news-opinion/how-create-memorable-brand-experience

2014

How customers choose your brand - Design Council London, 07 July 2014  https://www.designcouncil.org.uk/news-opinion/how-customers-choose-your-brand

How do you keep a brand relevant? - Design Council London, 01 August 2014  https://www.designcouncil.org.uk/news-opinion/how-do-you-keep-brand-relevant

Do your customers believe you? - Design Council London, 11 December 2014  https://www.designcouncil.org.uk/news-opinion/do-your-customers-believe-you

How to make people fall in love with your brand - Design Council London, 01 May 2014  https://www.designcouncil.org.uk/news-opinion/how-make-people-fall-love-your-brand

Finding a brand’s personality then helping it grow - World Usability Congress, 04 May 2014  https://worldusabilitycongress.com/finding-a-brands-personality-then-helping-it-grow/

Are you ready to license your brand? - Design Council London, 22 May 2014  https://www.designcouncil.org.uk/news-opinion/are-you-ready-license-your-brand