An excerpt from the book, “Creating the Perfect Design Brief”, by Peter L. Phillips, published by Allworth Press with the Design Management Institute.

The process of gaining approval for a design solution is among the most painful and frustrating processes design groups face on a routine basis. I certainly suffered through these approval meetings for a number of years early in my career in corporate design. Finally, I had to face the fact that I needed to find a way to take the pain, frustration, and suffering away. At first, I thought it might be a hopeless quest—the impossible dream, if you will. I recalled that in school, I had one graphic design professor who, at the time, I thought was particularly harsh with this approval process. Finally I realized that, in fact, he wasn’t harsh at all—he was just preparing us for our careers!

Read the complete article

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

The International Conference on Innovation by Brand and Design Management
November 11-12, Seoul, Korea

In just a few weeks, DMI’s 2004 biannual academic conference will take place in Korea. The conference is being held in collaboration with two other organizations: The Design and Brand Management Society, and the Institute for Industrial Policy Studies. It will help both academics and practitioners better understand ways to integrate brand and design for greater business success. The conference will feature keynote presentations from Ron Sanchez, Professor, Copenhagen Business School; Cheol-Ho Shin, President, IPS; Earl N. Powell, President, DMI; Dong-Sung Cho, Chairman of the Board, IPS; and Calvin Eu, Ambassador, the Embassy of Singapore in Korea. There will be presentations from 32 paper presenters representing nine different countries. In addition, a separate track will feature eighteen difference case studies.

Registration for the conference is open to all interested individuals from academia, business, and public and government agencies. Please visit the DMI Web site for more information about the conference, registration, schedule, and hotel accommodations.

INNOVATION/05
The 9th European International Design Management Conference
March 9-11, 2005
London, UK

“The Innovation Economy: We’ve walked on the moon, built the Net, and have decoded the genome. Have we run out of worlds to conquer? No. As a matter of fact, we’re on the cusp of a fresh innovation boom.”—BusinessWeek, October 11, 2004

What will be the role of design in the Innovation Economy? Does design have an opportunity to transform its role in our economic future? What role will design play in fostering responsible innovation? How will the infusion of design thinking into the innovation process facilitate bringing new technologies to market effectively, bringing significant improvements to the quality of our lives? Are design professionals prepared to meet these coming challenges? Are design educators building programs to provide leadership for these imperatives? Understanding and answering these questions is a formidable challenge. They will be addressed through extended, in-depth keynote sessions, lectures, and case studies.

Participation in INNOVATION/05 will be limited to one hundred and ten.

Early registration is strongly recommended. Please visit the DMI Web site during the upcoming month for ongoing announcements about the program and speakers.

2005 DMI Seminar Schedule Announced

The 2005 schedule for the current DMI seminar offerings has been announced, and registration is now open on the DMI Web site for 2005 seminars. Stay tuned to the eBulletin for information about new offerings for 2005!

Creating the Perfect Design Brief
Taught by Peter L. Phillips, Design Strategy Consultant
November 4-5, 2004 Boston, USA
February 3-4, 2005, San Diego, California, USA
April 14-15, 2005, Chicago, USA
May 12-13, 2005, Montréal, Canada
September 22-23, 2005, New York, USA
November 3-4, 2005, London, USA

Managing Design for Strategic Advantage
Taught by Peter L. Phillips, Design Strategy Consultant
March 17-18, 2005, New York, USA
June 9-10, 2005, Chicago, USA
October 6-7, 2005, Seattle, USA

Marketing Graphic Design Services
Taught by Cameron Foote, Principal, Creative Business
November 5-6, 2004 Atlanta, USA
March 4-5, 2005, Los Angeles, USA
September 16-17, 2005, Houston, USA

The New Marketing: Understanding It, Working with It
Taught by Bruce Clark, PhD, Associate Professor of Marketing, Northeastern University
March 3-4, 2005, Boston, USA
September 29-30, 2005, Chicago, 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

Strategies for Designing Meaningful Brand Experiences
Taught by Dave Norton, PhD., Vice President, Experience Strategy and Research, Yamamoto Moss
May 5-6, 2005, San Francisco, USA
October 6-7, 2005, New York, USA
November 3-4, 2005, Santa Fe, New Mexico, USA

Using Design Research for Product and Brand Innovation
Taught by Darrel Rhea, Principal, Cheskin
November 11-12, 2004 San Francisco, USA
March 17-18, 2005, San Francisco, USA
May 19-20, 2005, New York, USA
October 13-14, 2005, San Francisco, USA

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

Free Download of the Month
From Three Breads to One Brand
By Pat Kinsley, Neworld Group
Design Management Review, Summer 2004, Vol. 15, No. 3

With regional acquisitions, the Irish Pride bread brand was working hard to strengthen its national presence. But size alone would not assure success. Pat Kinsley examines design’s important role in this transformation. The story moves from analysis and concept development to strategy and realization—a saga that repositioned a low-involvement purchase into a contemporary, high-impact, high-profit brand.

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.

 

ReBrand 100
Deadline: November 3, 2004
The 2005 ReBrand 100 award recognizes the world’s 100 best and most effective rebrands. Info: www.rebrand100.com.

Protection and Registration of Designs: A Business Vision to Increase the Value of the Trademark
November 8, 2004, ESADE, Barcelona, Spain
Presented by the Office for Harmonization in the Internal Market (Trade Marks and Designs). Info: Natascha Semjevski, natascha.semjevski@oami.eu.int, tel: + 34 965 139 887.

EGD in Transportation, Train Stations, Airports, Transit Hubs, and Mass Transit Systems
November 12, 2004, New York City, USA
A must for all planners, architects, and environmental graphic designers who want to understand the intricacies of this complex area. Info: www.segd.org.

Design Research Society International Conference: Futureground
November 17-21, 2004, Melbourne, Australia
This conference will feature leading-edge design research from the international research community. Supporting the central theme will be discourse around design as both cultural activity and production; mapping the discipline’s development; and research in an industrial context. Info: www.futureground.monash.edu.au/index.html.

MediaSpeak: Strategies for Raising Your Company's Press Profile
December 3, 2004, New York City, USA
For consultants, having your designs praised in the media will drive clients to your door; for corporations, it will strengthen your department’s position within the company. This one-day seminar will address successful means of getting the design message across to the media. Presented by the IDSA, and endorsed by DMI. Info: www.idsa.org.

Mainzer Design-Gesprache (Design Talks Mainz)
December 6, 2004, Rheinland-Pflanz, Germany
This year’s Mainzer Design-gesprache (Design Talks Mainz) will take place in conjunction with the presentation of the Design Award Rhineland. Info: www.descom.de.

Unbuilt Chicago
Through January 16, 2005, Art Institute of Chicago, USA
Major architectural projects that were never realized encourage visitors to imagine what Chicago might have been. Ninety drawings, plans, and models provide a cross-section of projects from the 1880s to the present. Info: www.artic.edu.

BraunPrize for Young Designers
Deadline: January 31, 2005
Total prize money is €30,000. The overall winner has a choice of €12,000 or a six-months paid internship in the Braun Design Department. Info: www.braunprize.com.

DESIGN does not equal ART
Through February 27, 2005, Cooper-Hewitt National Design Museum, New York City, USA
Functional Objects from Donald Judd to Rachel Whiteread. The first museum exhibition of virtually unknown design works by some of the most influential artists of the last half century. Info: ndm.si.edu.

IDEA 2005
Deadline: February 11, 2005
The Industrial Design Excellence Awards are dedicated to fostering business and public understanding of the importance of industrial design excellence to the quality of life and the economy. The award is sponsored by the IDSA. Info: www.idsa.org.

Call For Papers, Special Issue of the Journal of Product Innovation Management: “Branding and New Product Development”
Deadline: August 31, 2005
The main objective of this special issue will be to advance our
understanding of the role of branding in the new product development process. Info: Prof. Erik Jan Hultink, Delft University of Technology, tel.: +31-15-2783068, e.j.hultink@io.tudelft.nl.