ill take a stab at the article 
It has some good points, but i dont like how they separate “design” as the pretty skin that only works if you put it over a solid frame. Design should be part of the frame, or at least help build it.
In the case of Song and TED, it was pretty clear, and is pretty telling on how some companies still view design. They failed because they didnt undestand the full scope of the design process and simply dressed the hostesses in Kate spade and gave the seats new fabric.
But in the successfull examples, they portrayed design as an afterthought, to make the good structure pretty. Design, branding and infrastructure should all be together in the pot. not adding design in there after the meal is cooked.