| Dave
Norton, Ph.D., Principal, Lead Strategist, Stone Mantel
October 15-16, 2009, Seattle, USA
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| Dave Norton |
After the last three recessions, customers’ demands for brands and innovations have changed dramatically. Companies that were successfully positioned to create the right type of demand went on to become tremendously successful. There is a pattern that explains how consumer demand has evolved over the last three decades. This recession fits into the pattern, a pattern that explains why major brands like Best Buy and Coca Cola have repositioned themselves to be about customer happiness.
In 2002, this seminar introduced the design community to the frameworks for meaningful brand experiences. Many creative and research groups followed suit. In 2005, this seminar brought you a new way of thinking about disruptive innovation and design. In 2007, two years before Coca Cola and many other brands began focusing on happiness, this seminar introduced you to the four types of customer happiness that you can deliver on. In this special 2009 seminar, you will get the foundational principles for creating meaningful brand experiences, and forward-looking frameworks for delivering greater customer happiness tailored for the economic times in which we live.
Through dialogue and practice you will learn:
How consumer behavior has shifted in the past, and will shift because of this recession How to develop brand truth How to create more meaningful disruptive experiences The difference between producing happiness and producing loyalty The four basic design dispositions for producing customer happiness Frameworks for gathering insights, designing, and measuring the impact that your brand and new innovations have on customers Practical ways to get started quickly creating customer demand
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 exercises to discuss how brand strategy and product innovation must evolve to meet the need for meaningful brand experiences.
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.
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:
June 11-12, 2009, Minneapolis, USA
The seminar will be from 8:30 a.m. until 5:00 p.m. on Thursday and from 8:30 a.m. until 4:00 p.m. on Friday.
This seminar will be held at Larsen Design, located at 7101 York Avenue South, Minneapolis, MN 55435, 952.921.8204. For directions, visit larsen.com/contact/directionsMN. Guest rooms are not available at this venue, and are not organized through The Design Management Institute. The closest hotel is the Westin, one block away.
You can also make reservations at www.hotels.com, www.expedia.com, or other discount websites.
October 15-16, 2009, Seattle, USA
The seminar will be from 8:30 a.m. until 5:00 p.m. on Thursday and from 8:30 a.m. until 4:00 p.m. on Friday.
We strongly encourage registering at least two weeks prior to the actual seminar date.
Save 25-50% with the DMI seminar loyalty program!
DMI is rewarding seminar attendees with special loyalty discounts! Attend one seminar and receive an additional 25% discount off your next seminar. Attend two seminars and receive an additional 50% discount off your third seminar. More details
Register Now
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