Whether deciding on the right vacation, the right shampoo, or the right partner, the underlying manner in which information is processed is similar. If a proposition has more meaning for a person and seems more familiar, that person will feel differently about that particular proposition as compared to other available options. This unconscious feeling can be captured, or brought into consciousness, through a methodology that psychologists call response latency. At its most basic level, this method demonstrates a person’s subconscious preference toward one choice over another.

The decision-making process is unique, given that most of our choices and decisions (about 94%) happen without our full conscious participation. It is precisely because of this reason that it is difficult for people to ever give a completely honest opinion—be it in a focus group or other setting.

And then you need some inspiration
Consumers expect to be inspired. Moreover, they expect to be inspired in an unexpected manner. Brands that have achieved this level of inspiration—such as Apple, Nike, or Virgin—know that they have attached consumers to their brand emotionally and, as a result, have created a larger barrier for future competitors. Even companies that understand this process and try to dig deeper to figure out what exactly is inspiring and unexpected for consumers, find that executing on this new knowledge can sometimes be an unforeseen obstacle.

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Article submissions are welcome; please contact jtobin@dmi.org.

The 17th International Brand Design Conference June 5-7, 2005 Cincinnati, Ohio, USA Today, shoppers not only have greater choices in the consumer goods marketplace, they have the tools and the means to reward or discredit new product introductions and innovations. Furthermore, one department or discipline can no longer create and maintain complete control of consumer goods brands. There is a paradigm shift underway that is demanding a move from the dictation of brand attributes from one source to a much broader and deeper collaboration in their creation. A new dialogue is emerging to meet the current innovation imperative in the space of consumer needs, purchases, retail strategies, and experiences. Design, product development, and marketing are the primary parties in this new dialogue, and new approaches to research and strategy are revealing paths to innovation and success. This conference, in the city where brand management was created, will bring together thought leaders and leading practitioners to explore and discuss these issues.

Featured speakers
The Design Imperative in Consumer Goods
Claudia Kotchka, Vice President, Design Innovation and Strategy, Procter & Gamble Co.
The Empathy Economy: Using Design Thinking to Innovate
Bruce Nussbaum, Editorial Page Editor, BusinessWeek
How Brands Become Icons: The Principles of Cultural Branding
Douglas Holt, L’Oréal Professor of Marketing, Said Business School, University of Oxford
Regional Branding: From Hong Kong to Cincinnati
Phil Duncan, Managing Director, Landor/Cincinnati & Chicago
It’s Bigger than Both of Us!
Rick Robinson, Global Director, NOP World
Innovative Retail Systems for Makeup
Patrick Plé-Boishardy, Vice President Creative Services, Estée Lauder Cies
Pragmatic Innovation: A Strategic Approach to Developing and Maintaining Brand Equity
Craig Vogel, Professor, University of Cincinnati
Jonathan Cagan, Ph.D., Professor, Department of Mechanical Engineering, Carnegie-Mellon University
Peter Boatwright, Ph.D., Associate Professor of Marketing, Carnegie-Mellon University
The Holy Grail of Managing Brand Value
Werner Domittner, Managing Director, Interbrand Cincinnati

Conference Forum
Fulfilling the Needs and Dreams of the World's Beauty Consumer
Chair: Liz Grubow, Vice President/Group Creative Director, LPK
Panel: Elizabeth Olson, Director, Global Beauty Care, Procter & Gamble Co.
Patrick Plé-Boishardy, Vice President Creative Services, Estée Lauder Cies

Conference Roundtables
Case Studies and Discussions on the Innovation Imperative for Brand and Design Management

Brand Dialogues

• Brand Design as an Adaptive Force within Corporate Culture—With Dan Dittmar, Group Brand Design Manager, BIC USA Inc.
• Global Branding Working Around the World—With Toni Marnul, Director, Strategic Creative Branding, William Wrigley Jr. Company
• Examining the Demanding New Language of Brand Design—With Julie Anixter, Executive Director of Brand Experience, LAGA
• Immersive Design: Creating Environments that Bring Brands to Life—With Peggy Kennedy, Vice President, Marketing, FRCH Design Worldwide, and Steven McGowan, Vice President, Creative Director, FRCH Design Worldwide
• How Strategy Drives Design: A Starbucks Experience—With Warren Church, Vice President of Strategy, Deskey

DMI’s last two conferences have sold out, so early registration is recommended for this important international conference. Please visit the DMI Web site for complete information about the program, schedule, the hotel, and registration.

Upcoming Seminars

Creating the Perfect Design Brief
Taught by Peter L. Phillips, Design Strategy Consultant
April 14-15, 2005, Chicago, USA
May 12-13, 2005, Montréal, Canada

“Such a well thought-through formula. This seminar has provided a valuable tool for clear, trackable communication between designers and stakeholders.”
—Polly Greathouse, Sr. Creative Designer, Rand McNally

Design Research Fundamentals (New for 2005)
Taught by Darrel Rhea, CEO, Cheskin
April 14-15, 2005, San Francisco, USA

Building Innovation Scenarios and Simulations (New for 2005)
Taught by Michael Eckersley, Ph.D., Managing Principal, HumanCentered
April 28-29, 2005, Cincinnati, USA

Managing Creative Staff (New for 2005)
Taught by Dr. Leonard Glick., Executive Professor, College of Business Administration, Northeastern University
May 5-6, 2005, Boston, USA

Strategies for Designing Meaningful Brand Experiences
Taught by Dave Norton, Ph.D., Vice President, Experience Strategy and Research, Yamamoto Moss
May 5-6, 2005, Chicago, USA

“One of the better seminars for anyone trying to build a business—any business. Dave is brilliant and his teaching methods are down to earth and truly applicable to everyone.”
—Andrea L. Baytoff - Director of Innovation & New Business Development, Campbell Soup Company - Away From Home Division

Design Research for Product and Brand Innovation
Taught by Darrel Rhea, CEO, Cheskin
May 19-20, 2005, New York, USA

“Darrel is a fantastic speaker and the information/value of his insight will be put into motion ASAP within my organization.”
—Gerry Squires, System Designer, Nestle Product Technology Center

Managing Design for Strategic Advantage
Taught by Peter L. Phillips, Design Strategy Consultant
June 16-17, 2005, Chicago, USA

“This seminar gave me tools and guidelines that I can actually use and take back to my colleagues to improve our group.”
—Kristin Karaiskos, Design Manager, P&G

Design Consultancy Strategies: Evolving the Vision (New for 2005)
Taught by Kory Kolligian, Chief Operating Officer, Design Continuum, Inc.
June 16-17, 2005, Newton, Mass., USA

Managing Strategic Creativity and Innovation
Taught by Alison Rieple, Professor of Strategic Management, University of Westminster—Harrow Business School
July 11-12, 2005, London, UK
August 11-12, 2005, Boston, USA

“This seminar offered excellent value to my career, and should help improve my role within the organization.”
—Nicholas Tatt, Design Manager, Durlacher Ltd.

Integrating Design into Strategic Management Processes (New for 2005)
Taught by Ron Sanchez, Ph.D., Professor of Management, Copenhagen Business School
July 21-22, New York City, USA

Marketing Graphic Design Services
Taught by Cameron Foote, Principal, Creative Business
September 16-17, Houston, USA

“Cameron is extremely knowledgeable and organized in his presentation and materials. Besides providing me with new information, it validated and gave me some new techniques for methods I already use.”
—Carla Peay, Principal, Creative One Design & Development

The New Marketing: Understanding It, Working with It
Taught by Bruce Clark, Ph.D., Associate Professor of Marketing, Northeastern University
September 29-30, 2005, Chicago, USA

“This seminar provided a clear understanding of the partnership that must exist between the marketing discipline and the design discipline. A must seminar for all organizations who truly believe that design impacts their bottom line.”
—Dan Dittmar, Global Brand Design Manager, BIC Corporation

For complete information and the latest schedule, visit www.dmi.org/seminars.

Design Management Review, Winter 2005 (Vol. 16, No. 1)
Innovation by Design: Strategies for Maintaining the Cutting Edge in Business

In today’s dynamic global marketplace, organizations must be nimble in their pursuit of creative ideas. Authors in this quarter’s Review define the perspectives and vision that inspire managers and designers. They recommend techniques that sustain innovative thinking. They propose research methodologies that enlighten decision making. They outline partnerships that facilitate change and reveal new opportunities. Case studies ground these important lessons in reality. One deals with the development of an innovative brand while two others explore innovation in the arena of consumer products. It is reading that stretches the mind!

Visit the DMI Web site for more information about this issue of the Review, including subscription information and a list of articles. DMI members and Review subscribers will receive this issue shortly.

Free Download of the Month
Dancing Cows and “Enjoy By” Dates
By Eun-Kyong Baek, and David Kirkham, De Montfort University, UK
Design Management Review, Winter 2005, Vol. 16, No. 1

This free download has expired. Click here to read the executive summary for this article and the opportunity to purchase the article for direct download.

DMI members can download all DMI Review articles for free on the DMI Web site. Visit www.dmi.org/membership for more information.

 

Calendar of Events

ICSID Interdesign: Sustainable Transport
April 3-16, 2005, Northwest Province, South Africa
Info: www.interdesign2005.org.za

The Design & Technology Festival
April 9-11, 2005, Toronto, Canada
Info: www.fitc.ca

IDSA National Conference & Design Gallery, Washington, D.C., USA
Abstract Deadline: April 15, 2005
Info: new.idsa.org

Graphic Communications Day—New England
April 21, 2005, Boston, USA
Info: http://www.pine.org

ENVIRONDESIGN9
April 20-22, 2005, New York City, USA
Info: www.isdesignet.com

Gel Conference 2005: Theme: “Good Experience”
April 28-29, 2005, New York City, USA
Info: goodexperience.com

2005 APDF Exchange
May 12-15, 2005, Austin, Texas, USA
Info: www.apdf.org

Innotown: 5th Annual International Innovation Conference
May 23-25, Ålesund, Norway
Info: www.innotown.com

3rd MATERIALICA Design Award 2005
Registration deadline: May 30, 2005
Info: www.materialicadesign.de

Designing the Future of Public Health: A Call for Entries from the World Health Organization
Competition Deadline: May 31, 2005
For more information, please contact: Vittorio Cammarota, WHO Regional Office for Europe, vca@euro.who.int

InSource Presents: The Vanguard Group: Forging Brand Consistency from the Inside Out
June 1, 2005, Morris Plains, New Jersey, USA
Info: www.in-source.org

SEGD 2005 Annual Conference & Expo
June 1--4, 2005, New Orleans, USA
Info: www.segd.org

REVOLUTION: PHILADELPHIA—AIGA Design Education Conference 2005
June 3-5, 2005, Philadelphia, USA
Info: revolutionphiladelphia.aiga.org

Transforming Urban Communities: Lessons from Providence, Rhode Island, and Liverpool, England
June 5-7, 2005, Rhode Island School of Design, Providence, USA
Info: www.rsa-us.org

Call For Papers, Special Issue of the Journal of Product Innovation Management: “Branding and New Product Development”
Deadline: August 31, 2005
Info: Prof. Erik Jan Hultink, Delft University of Technology, tel.: +31-15-2783068, e.j.hultink@io.tudelft.nl

Era 05: World Design Congress—Icograda/ICSID/IFI Joint Congress
September 22-28, 2005, Copenhagen, Helsinki, Malmo, Oslo
Info: www.era05.com