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Cape Cod Sets the Stage for an Experiential
Event
By Dev Patnaik
 Autumn
in New England means the return of fabulous fall colors, warm apple
cider, and of course, DMI's annual conference on design management.
This year was no exception. Sunday afternoon, Dave Norton from Yamamoto
Moss led the opening session, where attendees broke into groups
to prepare an experience audit (complete with group skits) to get
everyone into the spirit of the event. On Monday, Joe Pine kicked
off the first full day of presentations with an engaging talk about
how companies are beginning to move beyond the creation of goods
and services, and are providing complete experiences. Drawing from
his book The Experience Economy, Pine described some key imperatives
for creating great experiences, as well as the role that design
can play in that effort.
Participants learned the inside story on a number of detailed brand
management case studies, including leaders like Caterpillar and
American standbys like JELL-O. Kenneth Cooke of Siegelgale described
the work that they have done to update the United States Air Force
brand identity. Siegelgale's work offered a new perspective on the
complexities of rethinking such an icon, when, as Cooke pointed
out, "men had died with the symbol on their arms." Kathy
Tierney, the former CEO of Smith & Hawken offered the group
an excellent case study on how Smith & Hawken manages its brand.
Importantly, she focused both on image and culture, as well as the
look and feel of a brand. Tierney's breakout session was particularly
strong, as she served as a role model for designers seeking to affect
change within their organization.
The conference also provided an inside look into the process of
innovation at TheStanley Works, investigating how the hardware manufacturer
has used design as a way to reinvent a well-known category. Glen
Walter, of Boston-based consultancy Eleven, went beyond product
innovation to talk about how he and his colleagues are reinventing
the design firm, creating a new business model based on venture
work, licensing, and retainers.
As is the case every year, the conference's greatest moments often
occurred outside the agenda, in the small moments and casual conversations
that naturally developed between colleagues. Whether in late night
sessions after dinner, or parking-lot huddles, participants used
every moment possible to connect with their peers, trade advice,
and share what they had learned.
Despite economic uncertainty and the tragedy of September 11th,
the design leaders who met on the Cape last month continued their
mission to use design to make things better for all of us.
Dev Patnaik is a consultant with Jump Associates,
a California-based design strategy firm.
Audio
recordings of all the conference presentations are available
for purchase in DMI Publications.
Conference Overview
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