FUSE University
FUSE Prepares the Next Generation of Brand Strategists & Designers
Introducing: FUSE University
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Wednesday, April 18, 2012 | JW Marriott, Chicago, IL
Session Schedule & Speakers
| 8:00 | Registration |
| 9:00 | Official FUSE U Welcome |
9:30: Inspiring Disruptive Thinking In A Predictable Corporate Culture Catherine Courage, VP Product Design I, Citrix Systems, Inc ▼
Has understanding the importance of a design within product companies advanced over the last decade? We have to ask ourselves why we see so many corporations with dedicated user experience teams, yet their products and/or services do not reflect this investment. The reality is that it takes more than a team of A + user experience designers and researchers to achieve outstanding design. An exceptional team surrounded by broken process or a lack of understanding of design is doomed to fail. For years we have focused on educating individuals on the user-centered design process. This is one piece of the puzzle; however, the company as a whole must embrace and understand design with a response that entails more than just headcount. Exceptional design cannot be achieved in a vacuum. Design is everyone's responsibility and its success is dependent upon a company that fosters this culture. Design need to be part of the company DNA.
The talk is targeted for anyone interested in design culture and is intended to inspire and ignite a new way of thinking about factors that contribute to exceptional design. It will also address real-world strategies for achieving this great endeavor. Specific examples, from top product design companies will be provided. The speaker will strive to generate a spirited debate and to provide attendees with practical information with information to aid them in their personal design culture
10:30 Translating Brand Connection Through Form Justin Coble, Industrial Design Manager, Mars Chocolate North America ▼
Brands create strong emotional connections, but this is heightened during holidays and times of togetherness. Because of this it is very important to not only have great 2D branding, but also to bring the item full circle through form. I will share ways that Mars has driven brand connection in its seasonal business through form.
- How form brings the same emotional connection as 2D branding
- How brand look and feel can be translated through many different touch points.
- Materials play a major role.
11:30 Expanding the Kingdom: Building a Cohesive, Relevant and Differentiated Brand Experience Across 28 Countries. Jose R. Costa, VP, Marketing Latin America and Caribbean, BURGER KING® CORPORATION ▼
This session will showcase the transformation of BURGER KING® in Latin America and the Caribbean by understanding the brand's strategic pillars, Brand Positioning, Brand Consistancy, From Product Marketing to Brand Experience and Consumer Driven Innovation.
- Define, execute and communicate the brand's non-negotiables
- Inspire change by giving power to the local markets
- Everyone is part of the solution
2:00 Life on the Wild Side: Understanding the Differences Between Working on the Client Side & Agency Side ▼
This candid panel discussion will feature perspectives from both the client side and agency side of the business. You will get a sense for the unique challenges and opportunities that each presents. Panelists will share their points of view and even their personal stories as to where they got their start and how that helped them get to where they are today. Ample time will be left for audience participation and Q&A to ensure that students are getting the answers to their most pressing questions.
Client Panelists:Ellen Craven, Design & Innovation, Kraft
Camille Kubie, Diriector, Global Brand & Design, GE
Agency Panelists:
Eric Zeitoun, President, Dragon Rouge
Ronald deVlam, Global Managing Partner, Webb deVlam
3:00 FOR THE LOVE OF DESIGN
Kevin Gilboe, Design Manager , 3M ▼
This candid panel discussion will feature perspectives from both the client side and agency side of the business. You will get a sense for the unique challenges and opportunities that each presents. Panelists will share their points of view and even their personal stories as to where they got their start and how that helped them get to where they are today. Ample time will be left for audience participation and Q&A to ensure that students are getting the answers to their most pressing questions.
Ellen Craven, Design & Innovation, Kraft
Camille Kubie, Diriector, Global Brand & Design, GE
Agency Panelists:
Eric Zeitoun, President, Dragon Rouge
Ronald deVlam, Global Managing Partner, Webb deVlam
4:00 CONCLUDING KEYNOTE: The Message Is The Bottle
Jason Foster, Founder, Replenish Bottling, LLC ▼
Plastic never dies, and this truth is changing our view of single-use disposable packaging. By designing for reuse, Replenish aims to go further than back end solutions like recycling by addressing the front end of the problem. If we rethink the fundamental design of the bottle, brands can unlock value they didn't know was there and build deeper, longer lasting relationships with their customers.
- Designing for Reuse strategically attracts and keeps customers.
- Your bottle is your product. A more durable, reusable bottle offers a better experience than disposable packaging and brands build a deeper relationship with the consumer
- Reuse offers a better ROIC than traditional media spending.
Tuition
Tuition for FUSE University is $395. Tuition includes session access only and does not include meals or transportation.
Cancellation Policy: If you need to make any changes or have any questions, please feel free to contact us via email at register@iirusa.com. Cancellations must be in writing and must be received by IIR prior to 10 business days before the start of the event. Upon receipt of a timely cancellation notice, IIR will issue a credit voucher for the full amount of your payment, which may be applied towards registration fees at any future IIR event held within 6 months after issuance (the "Expiration Date"). All credit vouchers shall automatically expire on the Expiration Date and shall thereupon become void. In lieu of issuance of a credit voucher, at your request, IIR will issue a refund less a $795 processing fee per registration. Registrants are advised that no credit vouchers or refunds will be issued for cancellations received less than ten business days prior to start of the event, including cancellations due to weather or other causes beyond the Registrant's control. IIR therefore recommends that registrants allow for unexpected delays in making travel plans. Substitutions are welcome at any time.
If for any reason IIR decides to cancel this conference, IIR accepts no responsibility for covering airfare, hotel or other costs incurred by registrants, including delegates, sponsors, speakers and guests.
Payments
Payments may be made by check, Visa, MasterCard, Discover, Diners Club or American Express. Please make all checks payable to the "Institute for International Research, Inc." and write the name of the delegate(s) on the face of the check, as well as our reference code: m2407. If payment has not been received prior to registration the morning of the conference a credit card hold will be required.
What should you wear?
Casual and comfortable attire is suggested. We recommend bringing a sweater, as the conference room may be cool.
Any disabled individual desiring an auxiliary aid for this conference should notify IIR at least 3 weeks prior to the conference in writing, by faxing 212.661.6045.
