 |
Staying True to your Brand Core while Responding to Change
June 4, 1pm EDT
Stephen Zhang, Vice President, Image Director, Fossil
Jill Elliott, Vice President, Creative Director, Fossil
 |
 |
|
 |
| Stephen Zhang |
|
Jill Elliott |
To change or not to change? Products and images are two critical components of a brand. They are what customers, see, touch, and engage with, and therefore must project the core values of a brand.
Consistency is the key to successful brand management. Projecting a consistent product and image message builds brand loyalty and consumer confidence. It is how your customer comes to trust your brand, your products, and your image. However, in conflict with this is the constant influx of new product technology, information, and ever-changing trends that influence consumer behavior. A successful brand must learn to integrate and innovate to stay relevant to the market, while continuing to stay true to core values.
Key Points:
Importance of consistent and differentiating brand strategy -
Evaluating trends and new information against your brand core
-
Strategy to implement new information into products, image, and brand values
The presentation will provide a case study for those brand strategists who are trying to sort out their own approaches to manage overwhelming changes without losing their minds. It will help design managers to define clear frameworks for design teams to balance between fresh ideas and stay within the brand.
About the Presenters
As the Fossil Brand Team, Jill Elliott and Stephen Zhang are responsible for the global visioning and communication of Fossil’s design language and core customer. They work with product design groups, retail divisions, and marketing and image teams to provide a consistent, creative, and engaging brand story. Since Fossil is a fashion accessory company, it offers consumers new products seasonally. The Fossil Brand Team defines these seasonal directions of the products and images. It is a challenge is to respond to the ever-changing consumer needs and fashion trends while keeping the brand on course.
Jill Elliott holds a Bachelors degree in Marketing from Texas Christian University. Stephen Zhang received his Master of Fine Arts degree from University of North Texas.
View complete registration information
 Email this page to a colleague
|
