A Brand New Manner : En studie om Design Thinking och dess existens i stärkandet av Sverige som varumärke

Sammanfattning: The purpose of this paper is to investigate the existence of the discipline Design Thinking in a project that aims to strengthen Sweden as a brand. The study will generate knowledge about Design Thinking, with the purpose to increase the understanding of how the discipline can be used as a strategic tool in the processes of strengthening Nation Branding. The authors have used a descriptive and qualitative approach where the Shanghai World Expo in 2010 was examined. The theoretical framework contains previous research in the field, data has been analysed in relation to Lockwood's ten principles of how an organization can become more design-minded and Anholt’s hexagon, which features the parameters that creates a country's Nation Branding. The authors have used Montaña’s et al. Brand design management model to discern connections between a country's brand and the discipline of Design Thinking. The authors could determine that the organization of the Shanghai World Expo in 2010 applied Design Thinking to their mindset and that the discipline contributed to the strengthening of Sweden as a brand. However, it is clear that the discipline wasn’t only used as a strategic tool, but also unconsciously. The study has contributed to an increased understanding of the discipline Design Thinking and how it can be used in a more strategic way, in a context where the purpose is to strengthen a nation’s brand.