| 14th International Corporate/Brand
Identity Conference
Sustaining Brand Assets in Complex Times
May 5-7, 2002
Toronto, Canada
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more information about this conference
Realizing Brand Efficiencies in Tough Times
Constance A. Birdsall, Senior Partner, Lippincott & Margulies
When the economy slows, companies begin to look for ways to reduce
costs and increase operating efficiencies. When it comes to managing
corporate and brand identity programs, this means finding methods
to continually nurture programs while also saving money. Rather
than slashing marketing budgets across the board, managers can implement
a more strategic approach. This presentation looks at various strategies
that include: ideas for tightening the communications reins, how
to conduct a brand head count, the need to assess ad and promotional
spending, and the benefits of implementing a centralized brand management
system.
Member
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Design in its Element: Managing Change and Complexity
at Décathlon
Philippe Picaud, Design Director, Décathlon
At Décathlon outlets, seven in-house brands compete side-by-side
with international brands. The challenge: to clearly define and
separate the corporate identity of the distributor, (Décathlon)
and the aspiration-driven sporting brands in the mind of the end-user,
while also uniting them under the same banner and simultaneously
differentiating them from other well-known brands. It is in this
complex environment that design is in its element, demonstrating
its strength as a strategic tool that is best utilized when managing
change and complexity. Philippe Picaud will demonstrate how the
Décathlon team uses design and the investigative properties
of the creative process to lead to innovative solutions for the
organization.
Member
Download PDF Presentation (5.2 MB)
The Art of Seismic Change
Keith Yamashita, Partner, Stone Yamashita Partners
“Seismic change” is a phrase used to describe deep
and often unexpected change. It can be caused by an outside shock,
a new competitor, the arrival of a new CEO, organizational unrest
or, sometimes, by your own team as you release an idea into the
world. Regardless of the origin, these kinds of changes are dramatic.
They demand that your company evolve to keep up with market shifts.
This presentation will talk about the role that design and communications
can play in harnessing change to a company’s advantage, and
will include lessons learned from seismic change efforts at IBM,
Mercedes-Benz, PBS, and others.
Member
Download PDF Presentation (0.9 MB)
How To Keep Brands Fresh, Relevant & Selling:
Creating & Managing Brand Meaning
William J. O'Connor, President, SOURCE, Inc.
Why do some brands continue to reinvent themselves successfully,
such as Harley Davidson or Nike, while others run out of steam,
lose their way and even disappear, like Oldsmobile or J. Peterman?
Successful brands know how to create and manage brand meaning, where
to find motivating meaning, when to hold onto an old brand meaning,
when to evolve into something different, and how to leverage their
emotional points of contact with users. In this innovative session
you will learn when is the right time to begin to reinvent your
brand, and gain fresh insights into how to think about your brand
and its value in the marketplace.
Member
Download PDF Presentation (2.7 MB)
Next Generation Outsourcing: Using Global Intellectual
Capital for Brand Leverage
Sanjeev Malhotra, Director, Aliagroup
The events of September 11 have caused some to question globalization
trends. However, forward-thinking enterprises understand that worldwide
integration of consumers and producers through brands is inevitable,
and that creating these global brands requires employing intellectual
capital without boundaries. Through international outsourcing, corporations
are increasingly utilizing brainpower across borders and time zones,
gaining advantages in responsiveness, quality, and cost, and helping
brands to leverage their universal appeal while respecting cultural
differences. Sanjeev Malhotra uses his experience in international
branding to illustrate the critical needs and strategies for bringing
together resources of best value to sustain and enhance brand assets.
Member
Download PDF Presentation (0.7 MB)
Successful Online Brand Asset Management: The
TELUS Brandtool
Chris Bedford, President, Karo Group Inc.
Peter de Vos, Director, Enterprise Brand Marketing, TELUS
In the past two years TELUS has acquired eight companies and grown
from a regional Telco to Canada’s second largest communications
enterprise, placing considerable demands on the integrity of the
brand assets. The goal of the Brandtool was to entice the 28,000
TELUS employees to learn about the TELUS brand and to take an active
interest in the execution of the brand assets in their day-to-day
work. The result is a user-friendly communications and identity
management Web site directed at employees and third parties responsible
for understanding and implementing the TELUS brand in English and
French.
Member
Download PDF Presentation (2.7 MB)
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