This is a tough subject that populates many conversations surrounding brand and 
design’s value, i.e., what does it do for business. The UK’s Design Council might just have some powerful research to answer it. The study (carried out by Warwick Business School (WBS)) reveals that on average, for every £1 businesses invest in design, they gain over £4 net operating profit, over £20 net turnover and over £5 net exports!
That’s an impressive stat and well worth circulating when you have the chance, e.g., every client meeting:
http://www.designcouncil.org.uk/knowledge-resources/leading-business-design
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