| The 26th International Design
Management Conference
Establishing Design as a Corporate Core Value
October 14-18, 2001
Chatham, Cape Cod, Massachusetts, USA
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information about this conference
The Visual Future: The New Language of Branding
and its Impact on Design Management
Cheryl Swanson, Principal, Toniq, LLC
Pamela DeCesare, Associate Director, Packaging Communications,
Kraft Foods, Inc.
A marketer would not create an ad without knowing what the words
in the ad meant. Yet, often, the visual aspects of a brand's communication
strategy are treated subjectively and arbitrarily. Eighty percent
of human experience is filtered through the visual sense--making
a brand's visual presence the primary conduit for connection with
consumers. Successful marketers understand this, and are integrating
a "visual language" process into their brand building
strategies. This presentation will examine the visual future of
brand development.
Member
Download PDF Presentation (0.9 MB)
The Stanley Story: Establishing Design in a 158
Year Old Company
Gary van Deursen, Vice President, Innovation & Design, The
Stanley Works
In July of 1997, van Deursen began the task of creating and implementing
the first total corporate design strategy for the three billion
dollar Stanley Works and its divisions. This included the integration
of new product innovation, product design, packaging and merchandising.
His presentation will take you through the actions and results of
the past four years, establishing end user driven industrial, graphic,
and merchandising design teams in what had previously been a manufacturing
environment.
Member
Download PDF Presentation (0.2 MB)
USAF Identity Program: Gaining Respect and Generating
Fear
Kenneth Cooke, Chief Creative Officer, Siegelgale
Robert C. Williams, Lt. Col., US Air Force
What does it take to change a symbol that has a historical context
and meaning so deep that people have died for it? How do you deal
with fourteen clients, all Generals in command of troops bigger
than any Fortune 100 company? In this presentation, Kenneth Cooke
and Lt. Col. Robert C. Williams will unveil the identity program
that helped reinvent the US Air Force. Watch the program unfold
and learn how to communicate, introduce and roll-out a new identity
program in a powerful and compelling way.
Member
Download PDF Presentation (6.2 MB)
Moving Design to the Core of a Business: How Do
You Make it Happen?
Jon Turner, Executive Creative Director, Enterprise IG Limited
In making design a core value, design managers must infuse awareness
of design's positive effect on the bottom line throughout the organization--from
the CEO to the stock room. Drawing upon his experience from the
last 20 years, and in particular from The Body Shop, where he was
head of global design, Jon will share his thoughts on creating a
culture where design detail matters. Together, we will look at ways
of balancing creative inspiration with managerial logistics when
working with a diversity of locations, cultures and personalities.
Member
Download PDF Presentation (0.1 MB)
Fueling Business Success Through Design Vision
and Ownership
Glen Walter, Principal, Managing Member, ELEVEN
When a designer's vision directly controls the product's destiny
in the marketplace, what are the benefits? How does shared risk
motivate design excellence and drive development teams to breakthrough
solutions?
Creative design solutions are the result of creative business relationships.
When an enterprise bases its business relationships on equity/risk
sharing, all parties have a different stake in the outcome. Walter
explores this alternative entrepreneurial model, explaining the
benefits associated with an ability to manage and maneuver through
a variety of business models, including developing products based
on true intellectual property for license.
Member
Download PDF Presentation (5.7 MB)
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