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| James Watson |
Design Leadership for Multiple Brands
James Watson, Senior Manager DeWalt Industrial
Design, Black & Decker
This discussion will focus on the influence design strategy has
within companies that support multiple brands. Design plays a critical
role in defining a product relative to a brand’s positioning,
personality, and associations in the marketplace. However, maintaining
equitable innovation and value within an organization across product
portfolios represents big challenges for design leadership. Learn
what these challenges are and how they influence design success
and brand stewardship within organizations.
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| Reed Agnew |
Using Visual Modeling to Enhance Understanding:
Do you see what I mean?
Reed Agnew, Principal, ThoughtForm Inc.
We all sprinkle our conversations with the refrain “Do you
see what I mean?”, seeking to confirm that listeners understand
us and are forming the same vision we intend. Shared understanding
is critical in our complex, far-reaching world. Faulty or incomplete
understanding results in bad decisions, slows development, frustrates
customers, and causes perfectly good products to flop. We will discuss
how can you use visual modeling to enhance understanding.
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| Jocelyn Dimsey |
Capitalizing on Cultural Trends through Design
Jocelyn Dimsey, Senior Vice President, Design,
Sterling Brands
This forum will discuss the influences behind today’s trends,
highlight several brands that have successfully capitalized on them,
and identify techniques for keeping your brand design in synch with
future trend opportunities. Drawing upon extensive research and
interviews conducted by Sterling Brands with over 8,000 consumers
and 600 executives in 18 countries across multiple categories and
age groups, we will examine cultural trends that are impacting today’s
brands and design.
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| Alan Tse |
Practical Insights to doing Business in China
Alan Tse, Vice President of Design, Yamamoto
Moss
A native of Hong Kong, Alan Tse has more than 15 years of experience
designing for both Eastern and Western cultures. In this session,
he will share stories about his experience serving a client in China,
as well as discuss how to handle practical issues such as negotiating
a contract and working with time differences. In addition, he will
provide unique insights into how cultural traditions such as food
and mealtimes impact business relationships in this quickly growing
market.
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| Audrey Arbeeny |
Music to Their Ears! The Value of Sonic Branding
to Your Design Strategy and Customer Experience
Audrey Arbeeny, Executive Producer, Audiobrain
Music and sound are important, highly effective additions to the
design equation which strengthen emotional bonds between brands
and customers. With the increasing number of customer touchpoints,
sonic branding can articulate and elevate your design strategy while
providing a clear, consistent voice. In this session, we’ll
gain understanding of the valuable role audio plays, and drawing
upon Audiobrain’s sonification of the new XBox 360 and our
work with IBM and others, we’ll look at the best (and worst!)
practices in the world of sonic branding.
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| Peter L. Phillips |
How Do You Distinguish between Strategic Design and Production Design?
Peter L. Phillips, Design Strategy Consultant
As the design profession steadily moves toward being a truly critical, core, strategic resource for enterprises worldwide, it has become increasingly apparent that “strategic” design activities must be clearly differentiated from “production” work.
This discussion will focus on the various methods and techniques participants use to make this distinction for their non-design business colleagues.
Specific topics will include:
What is the real difference between the two anyway? Why is it critical to make such a distinction? What are some of the techniques design managers use today? How well do they work? What impact, if any, does this distinction have on Design Briefs, or Creative briefs?
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| Mary Birman |
Beautiful Failures and Ugly Successes: A
Look beyond Visual Design
Chris Bedford, President, Karo Group Inc.
If making things aesthetically pleasing is no guarantee of market
success, what then is the role of design? Where can designers add
value to the strategic agenda of business? How can design make a
measured impact on the customer experience? What if it ain’t
pretty, but it works—is it still good design? Bring your successes,
failures, points of view and ideas for a healthy discussion about
the role of design in building customer value.
Managing through the Change Continuum
Mary Birman, Fusion Brands Team Lead, AstraZeneca
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