| Transforming the Brand Narrative
Emily Kokenge, Associate Director of Design Innovation and Strategy, Procter & Gamble and Liz Grabow, Director, Libby Persyk Kathman
Emily Kokenge and Liz Grabow tell how the Pantene Pro-V brand has been revitalized with new graphics, packaging, and advertising based on a strategy that blends local marketing and sales tactics with a compelling global presence.
Mission Foods: Unifying Cultural Consumer Expectations Through Design
Susan Bierzychudek, Vice President of Marketing, Axion Design
Susan Bierzychudek recounts how Axion unified Mission Foods’ brand's visual language so that it would resonate with 2 different consumer groups while building a stronger "premium ingredients" message.
The Core Creative Concept in Branding: A Streamlined Approach
Kim Zarney, President & Creative Director, Zarney Creative
Effective packaging depends on many players, elements, and decisions that change from project to project. Kim Zarney offers a tested recipe for getting the most from these ingredients, a process that stresses the development of a “core creative concept.”
Amazing Pace: Shared Views on the Design Process
Pam DeCesare, Associate Director of Packaging Communications, Kraft Foods and Rob Wallace, Managing Partner, Wallace Church
Pam DeCesare and Rob Wallace converse on the consultant-client relationship. Wallace remarks that the need for quality, cost savings, and speed make it imperative for clients and consultants to understand each other's businesses.
Managing Design for Competitive Advantage: A Process Approach
Eric M. Olson, Stanley F. Slater, and Rachel D. Cooper, professors at the University of Colorado, University of Washington, and the University of Salford, UK
Eric M. Olson, Stanley F. Slater, and Rachel D. Cooper present a systematic approach for managing the process of design and incorporating it into a firm's competitive strategy.
The Core Creative Concept in Branding: A Streamlined Approach
Kim Zarney, President & Creative Director, Zarney Creative
Effective packaging depends on many players, elements, and decisions that change from project to project. Kim Zarney offers a tested recipe for getting the most from these ingredients, a process that stresses the development of a “core creative concept.”
Meetings Build Strategic Relationships
William R. Daniels, Co-Owner, Senior Consultant, American Consulting and Training
William R. Daniels believes that the better you are at meeting with clients and focusing on achieving project goals, the greater are your chances at building trust and long-term relationships that design firms and clients alike prize.
Building a Better Birdcage, and Other Tales
Glenn Walter, Founder and principal of (ELEVEN)
Glenn Walter suggests that products can "exude beauty simply through their inventive solutions to everyday difficulties." As an example, Walter cites the ongoing relationship between (ELEVEN) and a large pet-product manufacturer.
Moving from Design to Strategy: The 4 Roles of Design-Led Strategy Consulting
Victor Seidel, PhD Candidate, Department of Management Science and Engineering, Stanford University
Victor Seidel has studied the roles product design consultancies (PDCs) can take in providing strategy-consulting services. |
