| Connecting Design and Marketing
for Brand Success:
The 15th International Corporate/Brand Identity Conference
June 4-6, 2003
Vancouver, BC, Canada
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more information about this conference
Letting Customers Define Brands: Holy Grail or
Holy Hell?
Nick Wreden, Brand Futurist
Throughout the mass economy, corporate marketing defined brands.
Marketers selected the "positioning," outlined the brand
personality and managed the 4 Ps to optimize brands. But it's the
customer economy now, which means that customers are defining brands
through word-of-mouth, mass customization and technology to control
corporate messaging. How will this affect branding for the remainder
of the decade? What opportunities – and threats – does
this present for branding executives? What old habits will have
to fall by the wayside to make way for new imperatives? Key issues
to be examined include customer equity, accountability, dynamic
pricing, globalization of services and new roles for the Internet.
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Being Sony: Designing One Common Understanding
of the Brand
Denise Yohn, Vice President, Segment Marketing and Brand Planning,
Sony Electronics, Inc
How do you align 27,000 employees with a common understanding of
one of the world’s most diverse brands? Denise Yohn has led
the effort at SONY to answer this challenge. The results is Being
Sony, an online resource – a virtual toolbox for understanding
the brand and how to interpret and reinforce it at every point of
contact. Applying information design and graphic design principles
to Sony’s brand-as-business strategy, Being Sony lies at the
intersection of design and marketing. Yohn will provide an insiders’
view of this key Sony initiative.
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Emotional Branding: Connecting to People's Hearts
with Passion
Marc Gobé, President, CEO, Executive Creative Director,
Desgrippes Gobé Group
Marc Gobé, author of the bestsellers Emotional Branding
and Citizen Brand, believes that the power of emotional
branding is its ability to create brand designs that will make hearts
beat faster. During his keynote speech, Marc Gobé will address
the importance of understanding the new consumer landscape and connecting
emotionally with people in different ways, at different times and
at different points of contact. Desgrippes Gobé Group’s
creative work for Coca-Cola is but one example of a brand that engages
people in emotional design.
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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
As a side effect of Microsoft's entrepreneurial culture, the company
has created a plethora of brand-like entities over the last few
years. In order to increase marketing efficiency and help customers
make sense of Microsoft's growing set of offerings, the company
recently rationalized its brand architecture around fewer, stronger
brands. At the same time, Microsoft entered the billion dollar business
application market. By using design to unify disparate entities
within their business application business, the company was able
to articulate its message for a well-defined market based on customer
needs. Learn how Microsoft is executing a simplified brand strategy
and how Microsoft Business Solutions, its first audience-focused
sub-brand, plays a significant role in that strategy.
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Bringing the Brand to Life: When Design and Marketing
Come Together
Alan Bergstrom, Managing
Partner, Brand Imperatives
Brands are expressed and experienced in many ways. Design is a
key factor in shaping the brand—making the brand feel, look,
and perform the way marketing promises it will. Creating a brand
platform that involves designers and marketers working together
to achieve the same objective—bringing the brand to life—is
crucial to ensuring that the promise the brand makes is the same
as the promise it delivers. This presentation will examine case
studies of brands that do this well.
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The Future is Now: Cutting Edge Trends in Branding
Marco Bevolo, Senior Design Manager, Philips Design
Brechje Vissers, Senior Consultant, Philips Design
Philips Design has realized the importance of envisioning how brands
and branding will change in the future. In the last ten years, Philips
Design has conducted a number of world-class trend research programs
to gain a deeper understanding of people’s preferable futures.
This base of global and regional socio-cultural knowledge is a unique
strategic design resource, as branding is increasingly becoming
a key business asset to all companies. This interactive presentation
will explore cutting-edge case histories from Philips Design’s
CultureScan research program and the experiences gained from their
brand design approach.
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Corporate Reputation, Brand Positioning, and Today’s
Enlightened Consumer
Steven Gilliatt, President, G2 Worldwide
World events, corporate scandals, unprecedented access to information,
and a resurgence in social consciousness are driving a new interconnection
between corporate values, product/brand marketing and consumer purchasing
behavior. Building world-class brands now requires understanding
the critical links between corporate reputation and brand positioning,
and the interrelated role these factors play in creating sustainable
consumer preferences for a company and its products and services.
This presentation will demonstrate that modern brand-building programs
need to articulate a wide range of brand dimensions that express
both direct and indirect corporate and brand values, and will explain
the new fundamentals for creating brand-development programs for
today's enlightened consumer and marketplace.
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Blurring Boundaries
Jeff Hartley, Manager of Brand Character and Theme Research,
General Motors Corporation
Boundaries are a part of business life—boundaries between
functions, between cultures, and between the customer and the company
minds. And yet boundaries almost always lead to sub-optimal solutions.
This presentation describes why the human mind insists on imposing,
and then exaggerating boundaries despite their well-documented dangers.
It focuses on the sharp divisions that exist between the design
community and market research. And it describes practical ways in
which these barriers can be overcome. In the end, it reveals that
knowing your colleague is just as important as knowing your customer.
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The Power of Design
Donald Frischmann, Senior Vice President, Symantec Corporation
Don Frischmann grew up at IBM. During his years there, quality
design was a cornerstone of IBM™s brand strategy. IBM believed
in a nexus between strong design and powerful brands. They put time
and money into every design element, working with famous sculptors,
designers, and architects. Now at Symantec, Frischmann is helping
a consumer software company take the leadership position in enterprise
security. His challenge is working within the constraints of more
spartan budgets and in a marketplace where products are less distinct.
The need to differentiate and distinguish corporate identities and
brands has never been more important, and the design nexus has never
gone away. Design can still inspire. It can distinguish, and it
can differentiate. By turning to the old corporate design models,
brands like Symantec are becoming some of the strongest on the block.
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