You think that design is subjective? Yes and no. If you tackle a design project from a strategic perspective, it becomes objectively assessable. It is no longer about whether you like something or not. No longer about nice, hip or popular. It is all about creating a clear understanding of what design should be capable of. Which pulses it should release and which expectations it should meet. It is all about implementing the right codes into the design and solely about helping the brand to win or keep winning on the shelf. This requires a great deal of understanding of brand-work and lots of sensitivity for design.
In a nutshell: only intelligent design enables sustainable market success.