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2007
DMI Design and Design Management Performance Series
The 11th DMI European Design Management Conference
Improving and Measuring Design’s Role
in Business Performance
March 14–16,
2007
Copenhagen Marriott Hotel, Copenhagen, Denmark
Less than two weeks remain to register for the 11th European Design Management Conference. The conference is filling fast with attendees from all over the world, and promises to be an important milestone in advancing the role of design in business.
A roster of well-respected, international speakers will address nine measurement categories from multiple points of view. Speakers include Hartmut Esslinger, Founder, frog design; Darrel Rhea, CEO, Cheskin; Hans Gunleiksrud, Global Brand Manager, Helly Hansen; Verena Kloos, President, BMW Group DesignworksUSA; Han Hendriks, VP, Marketing and Industrial Design, Johnson Controls GmbH; and Lise Kingo, Executive VP, Novo Nordisk A/S.
Attendees will have the opportunity to network with other high-level professionals during receptions at the Danish Design Centre and the Ny Carlsberg Glyptotek, and experience Danish design during a studio tour.
An optional pre-conference seminar, Design Research for Product and Service Innovation, will show you how to use research to design meaningful customer experiences.
For complete information
on this important international event, view the program, schedule, registration,
and hotel pages.
19th DMI International Brand Design Conference
Brand, Design, and Business—the Integration Imperative
June 6-8, 2007
The Drake Hotel, Chicago, USA
 As the roles of design and brand become increasingly strategic to business success, so too the need for cross-discipline collaboration increases. In fact, building integration between brand, design, and business is now an imperative to sustainable business success.
There is an increasing need for cross-functional and multi-disciplinary teams to collaborate in both design consultancies and corporate groups. Until now, there have been few consolidated efforts to capture and share knowledge about cross-functional brand and design integration. This June, DMI will take on integration as a business imperative at our 19th DMI International Brand Design Conference in Chicago. Don’t miss this important learning opportunity.
Introducing the featured speakers:
Anne Fuller, Global Concept Design Director, Yum! Brands, Inc.
Mark Dziersk, Senior Vice President, Design, Herbst Lazar Bell, Inc.
Alan Schell, Director of User Experience Design, EMC
Chris Bedford, President, Karo Group Inc.
Frans Joziasse, Director, PARK
Marc Gobé, Chairman & CEO, Desgrippes Gobé Group
Corporation
Patrick Whitney, Director, IIT Institute of Design
Carol Gee, Chief Communications Officer, O-I
David Lemley, President & Chief Brand Strategist, Lemley Design Company
Tim Wallack, Director, Insights & Strategy, Smart Design
Nasahn Sheppard, Director, Industrial Design, Smart Design
GK Van Patter, Co-Founder, Director of Strategy, NextD
Guy Faulkner, Director of Motorsports Initiatives, Indiana State University; Senior Lecturer, Harrow Business School, University of Westminster, UK
For more information about this important international conference, please visit www.dmi.org/branddesign.
Two New DMI Seminars Introduced
Major Expansion of DMI Seminar Program Now Complete
 A major expansion in the scope and breadth of content of DMI's Professional Development Program is now complete with the introduction of two additional new seminars: Meaningful Innovation: An executive seminar to learn how to increase innovation and reduce risk, and Producing Happiness, by Design. DMI has now doubled the number of seminars, with a goal of developing a well-rounded and complete set of unique educational offerings to provide design and business professionals with the tools they need to bring success to their organizations and advance their careers.
In addition to the two new seminars, these new offerings have been previously announced:
Design Value for Business Executives
Law Meets Design: Strategies for Extending Design Protection into Design Ownership
Learning to Lead: A Guide to Nurturing Our Innate Leadership Skills
Meaningful Design for Global Culture
Research-Based Design Management
The Trendmaster’s Guide to Great Design
Complete information about every DMI seminar and an up-to-date schedule can always be found at www.dmi.org/seminars.
Meaningful Innovation: An executive seminar to learn how to increase innovation and reduce risk
Taught by Henry Chin, Executive Director, Ziba, and Jeremy Kaye, Creative Director, Ziba
May 31-June 1, 2007, Boston, USA (Taught by Henry Chin)
August 9-10, 2007, Portland, Oregon, USA (Taught by Jeremy Kaye)
In an era when Six Sigma controls no longer guarantee competitive advantage, when outsourcing to China and India is universal, when creeping commoditization of products, services, and information deflates prices, innovation is the new currency of competition. It is the key to organic growth, the lever to widen profit margin, and the ultimate goal of 21st century business. Yet, 80% percent of new product introductions fail in the market. Why?
Innovation can be unsettling. It is difficult, expensive and risky! Innovation alone does not guarantee success in today’s economy where there is an over-saturation of irrelevant ideas and an abundance of new product and service introductions. Making innovation work is the single most important business challenge today. To connect with customers effectively, companies need a new way to think… and to innovate.
What you will learn:
- How to develop insight for building an innovative business culture
- How to develop innovation authentic to your brand and company’s DNA
- How to develop innovative products, services, environments, and interactive experiences that are unique and relevant
- How to combine a number of consumer research methods, strategic thinking and design, and identify what connects consumers to brands—rationally and emotionally
- How to connect your new understanding of consumers, brand, culture and trends to create meaningful innovations.
How you will benefit:
To innovate is easy! To create relevant and meaningful innovation is hard. It requires deep understanding of process, tools and methodology. This seminar will provide the insight and know-how that will enable you to build a consistent culture of meaningful innovation for your business.
Read the complete description
Producing Happiness, by Design
Taught by Dave Norton, Ph.D., Principal, Lead Strategist, Stone Mantel
September 13-14, 2007, New York City, USA
Over the past 70 years, the number of Americans who say they are very happy has slowly inched down—even as the number of products intended to make people feel good about themselves has exponentially increased. Clearly there is a disconnect between what brands promise and what they deliver. This seminar explains how to overcome the gap between creating products that satisfy customers and actually helping people to be happier. We focus on three areas where brand experiences could be much more effective: understanding how different people experience happiness, how design can impact happiness, and new measurements that can better capture the effect on offerings.
For each area of focus, we will discuss strategic and practical frameworks. Through case work and team exercises, we will apply the frameworks to real life situations. Participants leave understanding the differences between affecting loyalty and affecting happiness, and between innovating to satisfy and innovating to matter.
What you will learn:
- What the history of happy experiences suggests about the direction of consumer behavior
- Cultural, international, and circumstantial flavors of happiness
- The economic value of producing happiness
- Frameworks for gathering insights about, designing for, and measuring happy customers
- How to apply frameworks to your brand’s experience
How you will benefit:
Understanding how people experience happiness helps you innovate to build better brand value and loyalty.
Read the complete description
Upcoming Design Leadership Series Webinars
Failing Object Lessons: Design’s Green Limits and our Collective Potential to Make a Difference
Tuesday, March 6, 1pm EST (Online)
Valerie Casey, Executive Creative Director, frog design
Although green products have influenced market and consumer behavior, the impact has been less than we might have hoped. Because “green” has entered the cultural vernacular, and because its economic benefit has been justified, we are at a critical inflection point. Designers need to evolve their approach and expand design’s purview. We need to rely more heavily on critical design thinking skills for changing our client’s organizational behavior, rather than illustrating solely with marketable products.
The discussion will focus on how designers can gauge and motivate clients to embrace principles of sustainability. In addition, participants will explore a “Kyoto Treaty” for design. What could the core principles and goals of such a treaty be? How would asking for a commitment to sustainability for every product design firm in our community change the landscape of design?
Valerie Casey leads frog’s strategic-creative integration and design research practice globally. Valerie designs novel concepts and interfaces for consumer electronics, rich experiences for public and home environments, and visual and informational strategies for onscreen and online interactions.
View complete information
Internal Brand Building: Brand Building Inside Out—the Next Wave in Corporate Brand Management
Tuesday, April 3, 1pm EST (Online)
Karl D. Speak, President, Beyond Marketing Thought
Internal brand building has quickly become one of the strongest emerging trends in corporate brand management. Karl D. Speak, a noted expert in brand management, will share his insights from more than a decade of designing and implementing internal brand building programs. Every marketing and design professional who is interested in brand management needs to learn about internal brand building and how this innovative process can engage all employees to build stronger customer relationships.
Here are some of the key points of this engaging webinar:
- Learn why and how companies of all sizes and different industries are using internal brand building as an organizational development framework to connect employees with customers.
- Hear about the three different types of internal brand building programs and which type might be best for your organization.
- Discover how this proven innovative process enables marketing, communications, and human resource professionals to team up to produce measurable improvements in employee engagement and financial results from customers.
- Case studies will be presented to demonstrate how internal brand building programs have been linked to key strategic business issues, and the role designers, marketers, and human resource professionals played in the successful implementation of an internal brand building program.
View complete information
DMI maintains
an online
calendar at www.dmi.org with even more events
Hibrand 2007: Non-standard Brand Strategies
March 16-17, 2007, Moscow, Russia
Info: www.artgraphics.ru/hibrand2007.html
IA Summit 2007
March 24-26, 2007, Las Vegas, USA
Info: www.asis.org
An Event Apart Boston
March 26-27, 2007, Boston, USA
Info: www.aneventapart.com
Brand Overview 2007
March 29, 2007, Jakarta, Indonesia
Info: www.thebrandna.com
Information Design Conference 2007
March 29-30, 2007, London, UK
Info: www.informationdesignassociation.org
AIGA San Diego Y Design Conference “Push”
March 30-31, 2007, San Diego, USA
Info: www.y-conference.com
Young Package 2007
Deadline: March 30, 2007
Info: www.designcentrum.cz
HOW inHOWSE Design Awards
Deadline: April 13, 2007
Info: www.howdesign.com/competitions
SANYO International Design Competition 2007
Deadline: April 13, 2007
Info: compe.designtope.net
designEX 2007
April 19-21, 2007, Melbourne, Australia
Info: www.designex.info
Design Ranch 2007: The Magnificent Seven
April 19-22, 2007, Hunt, Texas, USA
Info: www.designranch.org
2nd @Issue: Business & Design Conference
April 23, 2007, San Francisco, USA
Info: www.cdf.org
FITC Toronto 2007
April 22-24, 2007, Toronto, Canada
Info: www.fitc.ca
Persuasive 07
April 27-28, 2007, Stanford, USA
Info: www.persuasivetechnology.org
Art Directors Invitational Master Class (ADIM X) & Pre-Conference Seminars
April 25-28, 2007, San Jose, USA
Info: www.adimconference.com
CHAOS IV Conference
April 28-29, 2007, Sacramento, USA
Info: adac.org/chaos
IDA 2007: 2nd Industrial Design Contest
Deadline: April 30, 2007
Info: www.ida-design.it
GRAVITY FREE Multidisciplinary Design Innovation Conference
May 14-16, 2007, Chicago, USA
Info: www.GravityFree2007.com
Institute of Design Strategy Conference 2007
May 17-18, 2007, Chicago, USA
Info: www.id.iit.edu
InnoTown 07
May 21-23, 2007, Alesund, Norway
Info: www.innotown.com
International Design Forum
May 27-29, 2007, Dubai, UAE
Info: www.moutamarat.com
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