The next wave of strategy - with Anders Byriel

Investing in culture and the community to build a global brand

As part of our ongoing series “The next wave of strategy”, ReD partner Filip Lau speaks to Anders Byriel, CEO of global design textile company Kvadrat, on how a deep understanding of the Architecture & Design community has enabled them to create more meaningful offerings, a strong internal culture, and a more desirable brand rooted in the arts

Watch the video below.

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THE NEXT WAVE OF STRATEGY

At ReD, we have been developing a new perspective on strategy in collaboration with Roger Martin, one that extends beyond economic optimisation and user-centricity. Building on these two pillars, this new approach to strategy also incorporates understanding complex social dynamics in order to sharpen a company’s perspective on the culture or “world” they’re operating in, and in turn, unlock growth. In this video series, we hear from leaders on why this is the way forward.

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“We formulated what we call ‘Design Culture Now’. It was a cultural vision we wanted to stretch towards, to become the people who are pushing the boundaries on creative culture for the A&D community. One thing is formulating it, it’s another thing to do it, to walk the talk.”

“You can say that over the last 15 years, we have invested 130 million euros in building this brand.”

“When our audience, the A&D community, look ahead, of course they will be looking at other arts, but contemporary art, contemporary fine art is the avantgarde.”

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