In the 70’s and 80’s Europe was undergoing a period of strong industrial development and expansion, and the Spanish way of life was not too well perceived by our European neighbors. Today, on the other hand, with a well-developed industrial sector and a focus on services, Spain is admired and envied. Industrial products such as ceramics (Porcelanosa), democratic luxury (Puig, Lladró), footwear (Yanko, Camper, Pielsa), services in the “good life” food sector (Freixenet, Chupa Chups, Borges, etc.), have experienced spectacular development in the last decade.

In a short period of time, we have watched the rapid rise of brands such as Inditex, Mango, and Imaginarium, which are making strong inroads outside Spain in tough marketplaces like the US. Their success is based on a particular know-how that allows them to understand their client needs and offer products based on a way of life. Fresh, dynamic, evolved, innovative, democratic, adapted to their needs, and balanced between performance and price are some of the attributes that make them unique and successful.

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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 Important Hotel Announcement: The Hilton Netherland Plaza will release the DMI block of hotel rooms on May 6th. After this date, rooms will be available on a space-available basis only. To guarantee a room reservation, please make sure to register at the hotel before this date.   Don’t miss this opportunity to join leading practitioners and brand thought leaders in examining the innovation imperative in consumer goods. There is a shift underway that is moving the creation and control of consumer brand attributes from a single department or discipline to a deeper collaboration that spans across the organization. This innovation imperative is aligning design, product development, and marketing into new interconnected partnerships to drive product success. What does this mean for consumer goods brands?   Come to Cincinnati to join business and design leaders from organizations such as Procter & Gamble, Estée Lauder, BIC, BusinessWeek, Hewlett Packard, and Lowepro, in discussing how new approaches to strategy and research are revealing paths to brand innovation and greater product success.

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

New: Optional Post-Conference Workshop
Strategies for Designing Meaningful Brand Experiences: The Speed Seminar
Dave Norton, Vice President, Experience Strategy and Research, Yamamoto Moss

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
Does Managing Brand Touchpoints Block Meaningful Brand Experiences?—With Dave Norton, Vice President, Experience Strategy and Research, Yamamoto Moss

DMI’s last two conferences have sold out, so don't wait to register for this important international conference. Please visit the DMI Web site for complete information about the program, schedule, the hotel, and registration.

DMI Website Updated

The DMI Website, www.dmi.org, has been updated with a new home page and a freshened look. The home page moves to a more engaging and inviting design with less text, while the rest of the site features improved navigation. The redesign was done by Yamamoto Moss, and builds on their work from the Fall 2000 redesign of the site. Thanks to Lee Thomas and his team at Yamamoto Moss for their hard work!
 

Upcoming Seminars

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 (Sorry, this session is full, please check the DMI Website for announcements about future sessions.)

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

“This seminar shed light on how to create meaningful brand experiences and differentiate those experiences from the old branding paradigm. I loved this seminar!”
—Allison Leeds, Art Director, AOL

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

“With the way that design is being viewed in today’s corporate culture, it is imperative that we work towards change. This seminar has provided me and my company with the foresight to make a positive change. Thank you!”
—Debra Maher, Graphic Designer, Redgate Design Group

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

"A must for any creative professional who wishes to use design and marketing research as a means to achieve breakthrough innovation.”
—John Schaffeld, Director, Product Development & Engineering, Proteus Design

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

“Just what I've been looking for—an articulate and cogent event. It's a while since I've felt re-energized in this way.”
—Brendan Hamley, Head Designer for Electronic Channels, Nationwide Building Society (UK)

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 had excellent content, delivery, and discussion, it was extremely inspiring and insightful, and a real asset to our personal and professional development.”
—Simon Bromfield, New Media Manager, Lubrizol 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

Building Innovation Scenarios and Simulations (New for 2005)
Taught by Michael Eckersley, Ph.D., Managing Principal, HumanCentered
September 15-16, Chicago, USA

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

“What a great session. Cameron’s years of experience and perspective combined with the give and take of all the attendees made this one the most worthwhile seminars I've ever attended.”
—Andy Cleff, Founder and Principal, Ampersand Design

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

“Great exchange of information. I have new ideas to take back to the office.”
—Corinne Queenan, Supervisor, Marcom, First Health

Design Research Fundamentals (New for 2005)
Taught by Darrel Rhea, CEO, Cheskin
November 10-11, 2005, San Francisco, USA

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

Free Download of the Month
Leading with Vision: The Design of New Ventures
By Andrew Hargadon, Associate Professor, University of California
Design Management Review, Winter 2005, Vol. 16, No. 1

Design is now readily acknowledged as essential to the enterprise. Andrew Hargadon argues, however, that designers must go beyond the making of individual products and brands to cut across the traditional boundaries within firms to create innovative business ventures. Advocating a new profile of design leadership, Hargadon explains how design principles and practices are uniquely suited to this exciting, multidimensional task.

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.

Andrew Hargadon was a speaker at last year’s International Design Management Conference on Cape Cod, USA. This year’s conference is scheduled for October 23-26. Look for registration information in the June issue of the eBulletin.

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

Calendar of Events

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

Innotown: 5th Annual International Innovation Conference
May 23-25 2005, 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

2005 SEGD 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, Rhode Island, USA
Info: www.rsa-us.org

Call for Entries: red dot award—communication design 2005
Entry Deadline: June 10, 2005
Info: www.red-dot.de

Kokuyo Design Award 2005
Entry Deadline: June 30, 2005
Info: award@mrk.kokuyo.co.jp

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

IDSA National Conference & Design Gallery
August 24-27, 2005, Washington, D.C., USA
Info: www.idsa.org

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