| Dave
Norton, Ph.D., Principal, Lead Strategist, Stone Mantel
September 17-18, 2008, Seattle, USA
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| Dave Norton |
Day One: Meaningful Brand Experiences
Creating meaningful experiences is the innovation strategy that will result in long-term brand value. The seminar is infused with insights on how to create “disruptive experiences.” Using Clayton Christensen’s theories on disruptive innovation, this seminar will demonstrate how to apply disruption to your brand experience strategy. Designed to help design managers and strategists innovate new experiential offerings, this seminar helps you meet the most pressing need of today’s consumers—the need for meaningful brand experiences.
The focus will be on how to create value in today’s cluttered, saturated, and price-driven marketplace. Creating a meaningful brand experience matters to every public enterprise, whether you are offering goods and services, communicating corporate values, or designing environments. Participants will learn why consumers place a premium on experiences that actively engage with family, friends, issues, and life choices, and how to tap into those opportunities. The seminar will use case studies and team-based exercise to discuss how brand strategy and product innovation must evolve to meet the need for meaningful brand experiences.
On day one we lay the foundation for creating meaningful brand experiences. Through dialogue and practice we focus on:
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How to develop brand truth
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How to become a more strategic thinker about branding, experience
design, and value creation
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Frameworks for analyzing your current brand, design, and new
initiative strategies
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Insights into the fundamental cultural trends that are shaping consumer behavior and what the implications are for the design of your products and brands
Day Two: Creating Happiness, by Design
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.
On day two, we build upon the foundation laid on day one and go deeply into how to produce happy customers.
The difference between producing happiness and producing loyalty The four basic design dispositions for producing happiness How designing happiness affects culture, individuality, and choice making The functional, emotional, and social jobs to do to enhance happiness Frameworks for gathering insights about, designing for, and measuring happy customers How to apply frameworks to your brand’s experience
Who should attend:
This seminar is appropriate for anyone interested in how to turn consumer experiences and customer happiness into meaningful, brand-building value opportunities.
How you will benefit:
Engaging individuals in meaningful experiences is a powerful means of not only attracting and retaining your constituents, but creating new value as well. Understanding how people experience happiness helps you innovate to build better brand value and loyalty.
Comments from seminar attendees:
“What Dave Norton brings to this topic is a delightful
mix of business savvy and genuine fun! Dave shares strategic insights
and a pragmatic, step-by-step approach for rethinking brand opportunities
that spark valuable introspection about what is meaningful for
your consumer. As the visual keeper and care-giver of the language
of my brands – in the world of packaged foods – I
look forward to evolving my brand/consumer relationships in ways
that are deeper, more personal and more purposeful for our business.”
Robin Gamble, Design Manager / Kraft Foods
“What an eye-opening way to look at your business! Dave's
seminar on creating meaningful brand experiences exposes you to
what every marketer needs to know (and probably thinks he/she
already knows, but doesn't) to become or remain successful during
these times.”
Cheryl Rogers, High Affinity Markets, Disney
“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
Read what other participants
are saying about this seminar
Dates and locations:
September 17-18, 2008, Seattle, USA
The seminar will be from 9:00 until 5:00 on Wednesday, and from
9:00 until 3:00 on Thursday. This seminar will be held at The RedLion Hotel, located at 1415 5th Avenue., Seattle, WA, 98101, tel. 206-971-8000. Guest rooms are available at this venue, but are not organized through The Design Management Institute. You can book online lower rates may be available at www.redlion5thavenue.com or on specialty websites such as www.hotels.com, www.expedia.com or www.travelocity.com
We strongly encourage registering at least two weeks prior to the actual seminar date.
Register Now
Dave Norton is also running this special workshop:
Got Happy Customers? Why Not?
October 8, 2008, Ogunquit, Maine, held in conjunction with REMIX, DMI’s 33rd Design Management Conference
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