They mean business

A few decades ago the concept of branding as we know it was practised by only the canniest of radicals, and although advertising was big business, its strategies were limited. But a new generation of designers is taking a more comprehensive approach, crafting corporate identities to such a degree that when a fashion or fast-food firm decides to overhaul its image, its customers get nothing less than a full-scale aesthetic assault.

At this year's Business of Design Week the message will be: design is shaping our world - get on board or miss the boat.

The event boasts more than 30 speakers in its main forum, which in past years has hosted luminaries from Frank Gehry to Jimmy Choo. Each will bring advice on brand strategies, insights into new trends and tales of their own experiences.

'Most design events focus only on designers but we bring the two worlds together,' says William To, project director at the Hong Kong Design Centre, which is organising the fair. 'We want businesses to see the value of using good design.'

This year, British-based product designers Marc Newson and Tom Dixon, and Italian architects Mario Bellini and Massimo Iosa Ghini, will lead the international delegation. From closer to home come Tony Suppattranont, creator of Thann, a hip Thai spa-product range, and Taiwanese graphic designer Pao Imin, who heads PPGroup and a string of magazines, including Shop, a fashion and luxury living title.

Pao says: 'This is now more than ever the best time to be in the creative business because it's an essential partner for everything we do. Being a designer in this day and age ... it almost reminds me of the Renaissance, when arts and science were at the top of their game. We're at that level. With the economy booming, everyone's looking for new things and design plays an integral part.'