| Interactions 2002
The 6th European International Design Management Conference
March 11-13, 2002
Dublin, Ireland
View more
information about this conference
Global Values from Local Virtues—Design Solutions
for International Markets
Clive Grinyer, Design and Innovation Director, UK Design Council
When a company tries to sell a brand outside its home country,
they are confronted with the question of whether to maintain uniform
product profiles—some with strong national characteristics—or
adapt regionally. Grinyer discusses two options, distinguishing
between “value exporters” and “value collectors,”
and articulates the advantages and disadvantages of each.
Member
Download PDF Presentation (1.8 MB)
Tribal Consumption: Insights from Popular Culture
Damien McLoughlin, The Smurfit School of Business, University
College Dublin
In the world of the giddy consumer there is a simultaneous drive
for both individual expression and tribal membership. This search
results in a great deal of tension. Using examples from popular
culture, we will explore the process through which consumers deal
with this tension and assess the tribal metaphor as a tool for informing
contemporary marketing practice.
Member
Download PDF Presentation (0.2 MB)
The Long-Term View: Using Insight into Emerging
Socio-Cultural Trends to Build Sustainable Brands
Reon Brand, Manager, Trends Research, Philips Design
Marco Bevolo, Manager, Culturescan, Philips Design
Today, successful brands are not just symbols, they are authentic
manifestations of a company's values and beliefs. They are co-owned
by their customers, and are embedded in our societal identity. Because
of this, in order to remain viable, a brand must anticipate how
it will inspire and invoke loyalty in the society of tomorrow. This
presentation will discuss how an understanding of emerging trends
in society and culture, consumer insight, innovation, and business
can be woven together to create a strategic base on which to build
a sustainable brand identity.
Member
Download PDF Presentation (8.0 MB)
Transitioning a Global Brand: Henkel Loctite
Kelvin Machell, Loctite Corporate Communications Manager, Henkel
Loctite
Chet Makoski, Partner, Donaldson Makoski Inc.
To thrive as a viable brand, it is essential to have more than
a memorable signature. In this brave new world, the master brand—often
considered inviolate—sometimes should change. Henkel Loctite,
the world leader in specialty adhesives and sealants, has effectively
managed its marketplace image through a series of evolutionary changes
including: repositioning the corporate identity and image, harmonizing
product brands, renaming of the company following acquisition, and
development of a global design platform and architecture. This session
will examine the methods and strategies behind these changes.
Member
Download PDF Presentation (0.4 MB)
The Master Lock Story: Designing the Enterprise
Gianfranco Zaccai, President & CEO, Design Continuum, Inc.
Master Lock is one of the most recognized brands in the United
States. Its "Tough Under Fire" trademark slogan and its
padlock's laminated construction are American icons. But what happens
when the visual equity of the product becomes commoditized and imitated
by less expensive imports? When Master Lock, after decades of marketplace
supremacy, found itself under competition from an imported look-alike,
it turned to Design Continuum for new product innovation. A comprehensive
strategy emerged from the collaborative process, leading to the
reorganization of Master Lock and a heightened sensitivity to the
power of design.
Member
Download PDF Presentation (3.1 MB)
Building a Brand through Product Design
Jos Oberdorf, Partner, n|p|k Industrial Design
In a working relationship that started almost a decade ago, n|p|k
and leading German lighting company, Wila, have successfully redefined
the Wila brand image through a strong focus on product design. Virtually
the entire product portfolio has been renewed and, as a result,
the definition of the company's brand image in the European market
has changed—creating new possibilities for further market
development. This presentation will focus on the effect that innovative
product design can have on a company's business strategy and market
position.
Member
Download PDF Presentation (0.2 MB)
Brand, Design and Culture: Integrations, Interactions,
and Design Strategy
Tom Lockwood, Global Brand and Design Strategy Manager, StorageTek
Creating synergy between corporate strategy, marketing, and branding;
between 2D design and 3D design; between design process, change
management, and corporate culture; and between independent design
firms, internal services, and international subsidiaries is not
an easy task. Add globalization, individualism, and designer "handwriting"
to the mix, and this challenge becomes even more complex. Tom Lockwood
will discuss how to manage these internal interactions so that all
external customer touchpoints convey a focused design message.
Member
Download PDF Presentation (6.3 MB)
|
