| 15th International Corporate/Brand
Identity Conference
June 4-6, 2003
Fairmont Hotel Vancouver
Vancouver, BC, Canada
Overview
When does the whole equal more than the sum of its parts? When
you can harness the collective knowledge and skills of two valuable
groups, design and marketing, and achieve success greater than if
they had been working individually.
Effective utilization of design, a powerful tool for connecting
the customer/user with products or services, has now become an imperative,
and success simply won’t occur unless fusion with the right
marketing strategy and program occurs. In many organizations, these
resource groups still work in silos, missing opportunities to successfully
work together. Marketing and design both have expertise in understanding
customers/users. These perspectives are unique, yet equally important,
and can provide breakthrough results when integrated. The objectives,
processes, and results of fusing them are the core focus to this
conference.
How does the history, education, and culture of the two disciplines
facilitate or hinder effective interaction? What are some practical
tools to ensure successful interaction? What is the role of the
design brief in bringing the two disciplines together? What strategies
have successful organizations used?
Early registration to this event has been strong, attracting a
broad range of high-level professionals from corporate, consultant,
and academic backgrounds. Some of the organizations that will be
represented at the conference include Boeing Corporation, Frank
Russell Company, KARO Design, MetaDesign, Microsoft Corporation,
BIC Corporation, Canada Post Corporation, and The California State
University.
Featured Speakers
Letting Customers Define Brands: Holy Grail or Holy
Hell?
Nick Wreden, Brand Futurist
Being Sony: Designing One Common Understanding of
the Brand
Denise Yohn, Vice President, Segment Marketing and Brand Planning,
Sony Electronics, Inc
Emotional Branding: Connecting to People's Hearts
with Passion
Marc Gobé, President, CEO, Executive Creative Director,
Desgrippes Gobé Group
Marketing with Meaning: How Microsoft Leveraged Design
to Extend Its Brand
Mark Olson, Senior Brand Manager, Microsoft Business Solutions
Richelle Huff, Vice President, Larsen
Jeff Boettcher, Creative Director, Microsoft Branding Group
Bringing the Brand to Life: When Design and Marketing
Come Together
Alan Bergstrom, Managing
Partner, Brand Imperatives
The Future is now: Cutting Edge Trends in Branding
Marco Bevolo, Senior Design Manager, Philips Design
Brechje Vissers, Senior Consultant, Philips Design
Corporate Reputation, Brand Positioning, and Today’s
Enlightened Consumer
Steven Gilliatt, President, G2 Worldwide
Blurring Boundaries
Jeff Hartley, Manager of Brand Character and Theme Research,
General Motors Corporation
The Power of Design
Donald Frischmann, Senior Vice President, Symantec Corporation
Optional Workshop
Customer Equity: The Key to Branding Accountability
Nick Wreden, Brand Futurist
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