| Pushing Beyond: Brand New,
Brand Stories, & Brand Myths
The 16th International Brand Design Conference
June 2-4, 2004
Vancouver, BC, Canada
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Experience the Myth, the Magic, the Wonder of
Umpqua Bank
Ray Davis, CEO, Umpqua Bank
Steve McCallion, Creative Director, ZIBA Design
Life is good in the Umpqua Valley. The fields are in full bloom,
the fish are plenty and the sun is always shining. For Umpqua Bank,
the valley symbolizes why it is in business: to help customers find
their own prosperity. Eight years ago Umpqua changed the face of
retail banking by introducing its customer-friendly “store”
concept. Ray Davis and Steve McCallion will discuss how Umpqua’s
newly designed stores leverage the myth of Umpqua Valley into an
unforgettable experience that builds brand loyalty and raises the
stakes of retail banking.
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PDF Presentation (9.2 MB)
Flock and Flow: How to Read Dynamic Consumer Taste
and Preference
Grant McCracken, Adjunct Professor, McGill University
Consumer taste and preference is a newly dynamic thing. Designers
and marketers must contend with a fragmented marketplace in which
the consumer changes often and substantially. This presentation
offers a “flock and flow” model designed to make us
better at anticipating and speaking to these sudden shifts and emergent
trends and is a first glimpse of a book Dr. McCracken is preparing
for the Harvard Business School Press.
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PDF Presentation (0.2 MB)
Insight Roadmaps
Christopher Ireland, CEO, Cheskin
Sarah Zuberec, Director of User Experience, Mobile Devices Product
Group, Microsoft Corporation
In their presentation, Christoper Ireland and Sarah Zuberec will
talk about how Microsoft integrates design and branding research
throughout all phases of product development. Key issues include
the different needs of brand vs. design research and how these disciplines
can work together towards the same goal. Using a simple framework
and a range of communication tactics, Ireland and Zuberec will show
how to keep consumer influence present and consistent from product
inception through final launch.
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PDF Presentation (0.2 MB)
Building Global Leadership Brands by Design: Four
Timeless Lessons That Companies Must Learn in Order to Achieve Leadership
for Their Global Brands
Jerry Kathman, President and CEO, Libby Perszyk Kathman
Through participating in the global brand-building process for
more than twenty years with some of the world's most successful
businesses, Jerry Kathman has identified lessons that companies
must learn in order to achieve global leadership status for their
brands. Mr. Kathman will discuss his global brand-building principles
and cite winning examples in which robust design programs are proving
their worth in creating brand value worldwide.
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PDF Presentation Part 1 (7.8 MB)
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PDF Presentation Part 2 (7.2 MB)
Deconstructing Visual Identities, Building Brands
Jerry Kuyper, Senior Partner, Lippincott Mercer
Jerry Kuyper will take you on a fast-paced visual tour of the prominent
past and future trends in logo design—with special attention
to the role design plays in articulating brand strategy. Are logos
important? What criteria should be used in creating and evaluating
logos? What are good, bad and ugly names to work with from a design
perspective? How do you determine when to revitalize or replace
a logo? These questions and more will be answered using case histories
and a blend of insight, experience and humor.
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PDF Presentation (2.3 MB)
Massive Change
Bruce Mau, Chairman and Creative Director, Bruce Mau Design
Inc.
What if the questions surrounding design turned out to be the big
questions? What if we were committed to an audacious, altruistic
global project that imagined “the welfare of the entire human
race as a practical objective?” What if design turned out
to be that project? What if we succeeded? Bruce Mau will examine
how design has placed us at the beginning of a new, unprecedented
period of human possibility and will share with us his international
discursive project Massive Change: The Future of Global Design that
will map how the power and promise of design affects positive change
on a global scale.
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PDF Presentation (1.3 MB)
Evolving an Icon Brand
Larry Bloomenkranz, Vice President, UPS Global Brand Management
& Advertising, UPS
This overview of UPS's first brand change in more than 40 years
will discuss the challenges in breaking ingrained perceptions about
this nearly century-old company by bringing its external and internal
branding up to speed with modern capabilities. Attendees will learn
about UPS's brand evolution, the challenge of managing one of the
largest re-branding projects in history, design solutions applied
to literally millions of assets—including the world's largest
uniformed work force and 11th largest airline—and successful
implementation under fiscally responsible criteria.
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PDF Presentation Part 1 (3.8 MB)
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PDF Presentation Part 2 (4.9 MB)
In the Global Market, No Place is Like Home
Martha Bowman, Executive Vice President, Marketing,
Delor
In picturesque Denmark, a company has very quietly established
a global leadership program over several decades. The design program
is pure and its success is unqualified. Now it’s time for
the U.S. market. How does this subtle company maintain the character
of its brand—understated, controlled and socially responsible—yet
still be heard in the “noisy” U.S. market? Certainly
not with more of the same! Ken DeLor will explain why a new culture
requires a new way of thinking—even with an established and
successful brand.
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PDF Presentation Part 1 (6.7 MB)
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PDF Presentation Part 2 (6.7 MB)
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PDF Presentation Part 3 (4.2 MB)
Mind over Meaning: A Manager's Field Guide to
Stuff that Matters... Genetics, Identity, Culture and More
Jeannette Hanna, VP, Brand Strategy, Spencer Francey Peters,
Inc.
As a species, we're hard-wired to connect dots. Neuroscientists
tell us that human brains search for meaning and narrative in everything
- even when there is none. If we're genetically driven to story-making,
what tales matter in business and why? How do we shape the stories
that shape us? How do stories drive identity and behavior in the
marketplace, the workplace and beyond? Jeannette Hanna wades into
the debate with practical insights for managers on how to navigate
the brand/image/myth terrain.
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PDF Presentation (4.8 MB)
Igniting the Brand through Organizational Transformation
Martin Gierke, Corporate Identity Manager, Global Brand Management
Group, Caterpillar
When a powerful global brand and a complex worldwide organization
are one and the same, those who manage the brand are often disconnected
with one another and find it a struggle to coordinate the multitude
of activities that impact the brand. The infrastructure needed to
support the brand must adapt as the needs of customers and employees
evolve. From job descriptions to reporting relationships, product
designers to communications strategists, every facet of the organization
must be aligned to ensure success. Recent changes at Caterpillar
highlight one company’s willingness to reevaluate its infrastructure
to support its rapidly growing brand.
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PDF Presentation (11 MB)
The High Cost of Saving Money: Design Management
Faces Downsizing, Outsourcing, Elimination
Rob Wallace, Managing Partner, Wallace Church, Inc.
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PDF Presentation (6.5 MB)
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