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Taking Brands to Extraordinary
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Taking Brands to Extraordinary—Timeless Stories of Inside Out and Outside In Brand Building




Jerry Kathman

Chairman of the Board, LPK







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Session Description:

Why are some brands successful while others have failed? Are brand life cycles inevitable or do brand builders make choices that determine their destiny?


After 30 years of consulting, Jerry Kathman has observed commonalities among extraordinary brands.  Kathman has identified four principles that brands need to embrace in order to achieve and maintain leadership status:

  1. An extraordinary brand works under a well-articulated and inculcated brand strategy.  
  2. That strategy fully leverages the power of design.
  3. An extraordinary brand establishes a culture of innovation.
  4. Most importantly, the brand understands the essential role of emotion in brand building.

These principles have served a spectrum of brands across the globe. Join Jerry and participate in a lively discussion about building extraordinary brands.


Jerry Kathman is chairman of the board of LPK, the largest independent brand design agency in the world, with offices in Europe, Asia and North America. Jerry is recognized within the industry as a leading authority on the role of design in brand building. His global experience has provided Fortune 500 companies with insights into both the opportunities and pitfalls of building a global brand in today's rapidly changing world.
Jerry chairs the board of the Design Management Institute. He has appeared on CNN and CNBC and has been quoted or published in The New York Times, The Wall Street Journal, Brandweek, Design Management Review, Die Welt and Hong Kong Economic Times. Jerry has authored numerous white papers in academic and professional journals on topical issues in brand design development and management.
He has lectured to business and academic audiences in Europe, Asia and North America, including Columbia University, University of California at Berkeley, New York University, the Hong Kong Design Centre, Singapore Design Festival and the Design Management Institute.
LPK is a global brand design agency that offers insights, strategy, creativity and innovation. We believe every brand can be extraordinary. We help brands reach extraordinary with an approach that creates deeper connections between people and brands. We are on the ground, around the world, working with respected brands to achieve their full potential.
LPK confidently claims to be the only design consultancy whose president has told its story in song. Visit YouTube and search: LPK Talkin' Blues.




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11/1/2016 » 11/2/2016
DMI Workshops: Building Great Design Organizations

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