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Featured
Speaker |
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Adding Value to a Brand through Consistent Identity Design and Implementation
Per Holmen, Global Brand Identity Manager, Carlsberg
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| Per Holmen |
It is increasingly important for companies to use not only marketing, but also design to secure the consumer-relevance and competitiveness of their brands. In the case of truly international brands, this design challenge is extended to ensuring a brand is perceived as having a consistent identity across markets and distribution channels. At Carlsberg, a brand identity needs to be implemented in over 140 markets worldwide. Per Holmen will discuss how this is done not only through packaging design, but also by ensuring that the brand message and identity is consistent at all consumer touch points.
The Video archive of this session is available online to DMI Members.
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