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The Market Research Event 2010November 08 - November 10 2010
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2008 Packaging, Branding & Design Gurus
Keynotes & Featured Presentations
| Featured Session: The Day Advertising Came Down Marc Gobe, President, Emotional Branding, Author: "Emotional Branding," "Citizen Brand," and "Brandjam" In 2006 the mayor of Sao Paulo banned all forms of outdoor advertising. This audacious decision has inspired marketers and branding professionals to find new forms of communication in order to reach consumers... The most extraordinary creativity lives now in Sao Paulo packaging, architecture, and advertising, re-inventing what could be the model of brand communication in the future. Marc Gobe has spent two weeks in Sao Paulo where he has met some of the most influential creative people, including the mayor himself. He will share with you some key highlights on how emotional branding has taken over Sao Paulo and how the impact of "cidade limpa" or the fight against visual pollution has brought the best in everyone. |
Packaging Innovations that Build Equity |
| KEYNOTE SESSION What "Murketing" Means: The Curious New Dialog Between Consumers & Brands Rob Walker, Author, "Buying In: The Secret Dialogue Between What We Buy And Who We Are" That name "Murketing" is perhaps Mr. Walker's central theme: A word he coined to describe a cultural shift that he has documented for several years, it refers to the curious convergence of marketing and everyday life. As with his writing, at the podium Walker focuses on his documentation between commerce and culture, inviting the audience to explore more fully how they are interwoven. Using illustrative case-studies, his program pushes listeners to think about modern consumer culture and the way we live now. |
| KEYNOTE SESSION Designing Brand Identity Alina Wheeler, Author, "Designing Brand Identity" There are too many strategy books and not enough easy to understand road maps for the process. Designing Brand Identity: A Complete Guide to Creating, Building and Maintaining Strong Brands broke that mold. Alina Wheeler's business is managing perception, her service is strategic imagination and her passion is brand identity. Alina will delve into the current state of design, illuminating a universal proven process for success and highlighting global best practices. |
| Featured Session: Colors that Connect: New Insights on Future Forecasts Leatrice Eiseman, Executive Director Pantone Color Institute, Director of Eiseman Center for Color Information and Training A constant challenge in color selection for packaging is the integration of forecasts. Finding the relevant trends are important, but how and where do you look for those color directions? What are the clues and the buzzwords that will be impacting color selections for packaging? In this session you will learn about the prime indicators and resources that connect to color trends, gain a better understanding of the origins of current trends. Color palettes forecasted for 2009 and 2010 will also be shared. |
| A View from the Balcony: Insights, Themes, and Opportunities in the Design Industry John Gleason, President, A Better View Strategic Consulting, LLC We live in interesting and challenging times. Research, innovation, design, and packaging are no different. New realities include: traditional consumer messaging has become ineffective at reaching target consumers; 70% of decisions are made in store/at shelf; budgets are being squeezed (slashed) and time compressed; and agencies try to be a full-service shop for all communication needs. Well, the convergence of these realities, and the pressures of competition, economics, and economy have generated interesting behaviors from both sides of the creative relationship. John Gleason will lend his unique perspective into (and for) both sides of the creative relationship. He will offer insights regarding themes and trends that will continue challenge creative relationships, as well as opportunities to thrive in these challenging time. |
| Featured Session: Nau presents: Sustainability in Packaging: Trends, Pressures and Opportunities Eric Brody, Sustainability Manager, Nau, Inc. The world of packaging continues to grow in complexity. Now more than ever we must design and develop packaging that meets the requirements of eco-savvy consumers/clients, global legislation and environmental restraints. Learn the sustainability trends that impact the world of packaging as well as successful strategies to avoid pitfalls, reduce risks, and differentiate your products from competitors. |
| Utilizing the Value of Fashion and Lifestyle in Products for Financial Success Steven Fischer, Adjunct Lecturer: Fashion, Lifestyle & Design, Northwestern University: Kellogg School of Management & Segal Design Institute Fashion sells lots of clothes and accessories. It also has tremendous influence on the purchase of products. Product-based firms that correctly utilize fashion are enjoying phenomenal return on those investments and marketplace success. This session will review the fashion system, how it is manifested in products and how managers can best utilize the strategic value of fashion. By its very definition, the fashion system creates waste, which is long-term unsustainable. Methods to use the concept of lifestyle to create more sustainable fashion systems will be introduced. |
| Featured Panel - In-House Design Panel Debbie Millman, President, Design, Sterling Brands, Radio Host, Design Matters, Carol Nardi, Director of Strategy, Package Design and Brand Innovation, Kraft Foods The good news: We are now living in what Business Week is calling a “creative economy.” The bad news: More than ever before design will be called upon to deliver a return on investment and measured performance in the marketplace. How can you truly quantify your design talent and develop strategic and competitive intelligence? How can you quantify meaningful differentiation in aworld already filled with design firms, creative strategists and brand gurus? Some of the best in class in-house design directors to uncover the following: • How to develop a true design leadership position in a corporate environment • How to create a meaningful difference in the marketplace via design • How to run a design practice within a corporation with power as opposed to fear • How to craft a design strategy to develop powerful design solutions with agencies • How to create more persuasive, honest and effective design briefs • How to sell design ideas in a corporation with more confidence and success |