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"fifteen years ago companies competed on price, now it's quality, tomorrow it's design"
Bob Hayes, Harvard Business School
Join Trevor Flett (FuturBrand) and Andrea Cooper (British Design Council) for a breakfast seminar for the serious studio owner, their clients and design-aware businesses.
In an increasingly complex global market, branding, graphics and product alone will not ensure increased market share and profit for design aware companies. From the US to Europe companies are changing the way they think about design and innovation in order to respond to more demanding customers, changing markets and increased competition and legislation. What lessons can be learned from these examples and how might Australian designers and companies fully capitalise on the emerging 'Service economy'.
Trevor Flett will discuss and demonstrate:
- The higher role & responsibility of Brand Reputation
- How Branding can realise real Potential's in Business
- How to Brand Relationships
- Branding the Customers experience
- Branding Transactions-Moments of Truth
- Multi-Sensory Branding
- Branding the Blur-(imperfect recollection)
- Driven by Truth
- The Role of Innovation
- Holistic Brand approach-Integration & Alignment
- How else can a Company Produce a cathartic event
- The Balance between Art & Science
- Reading the Codes
- Changing paradigm's, Culture & Pride
- Talking with your ears — The essential ingredient
- Designing from the Customers Shoes
- Creating & Building & Valuing Brand Reputation assets
Andrea Cooper will give an international view:
Why?
'The future will fascinate. A place where experience becomes more important than information, truth more important than technology and ideas the only global currency.' Ralph Ardill of Imagination, Insights, Vol 1, Design Council
- Globalisation is here: VW sell more cars in China than Germany
- Brand differentiation and economic hardship
- Post Enron CSR agenda: truth and believability of brand
- From consumption to use - valuing intangibles in a knowledge economy
What?
- Business advantage through capitalising on New markets drivers: Demographic, Geographic, Ethnographic and Environmental
- Facts and realities
How?
'Everybody experiences far more than he understands. Yet it is experience, rather than understanding, that influences behavior.' Marshall McLuhan
Design Advantage:
- Designer as brand guardian and gatekeeper to applied creativity
- Design is not 'product' but process: The death of Graphic Design and the rise of service design
- Design research versus Market research: Ethnography and interpretive trends analysis
- Multidisciplinary approach based in business culture
Trevor Flett
Chairman, FutureBrand Australia
In 1976 Trevor formed Flett Henderson Arnold which is now known as FutureBrand, a multi-disciplinary branding consultancy with a national and international client base. As Chairman, Trevor provides strategic and conceptual direction on major projects. He is also responsible for business development for FutureBrand clients using branding principles to assist them establish a competitive edge. FutureBrand were the Brand Consultants for the Sydney 2000 Olympic Games, Telstra, Orica, Myer Grace Bros, Crown, BHP Billiton. Trevor is a co-founder of AGDA and he regularly comments on brand image on ABC radio.
Andrea Cooper
Head of Design Knowledge,
British Design Council
Andrea has worked as a design consultant on consumer products, CD-ROM, Web and Interface Design. Her work has been featured in 'Design for Success', 'Design Week', 'Revolution', 'The Telegraph' and 'Product Design' by Oxford University Press. She has taught in leading UK Universities, developed research and innovation projects with large corporates, and promoted strategic thinking on the future of design. As a representative of British Design she has run workshops and attended expert groups in the UK and overseas.
The Point Restaurant, Promenade Room,
Aquatic Drive, Albert Park (Lake)
7.30 am Thursday 29 July 2004
$71.50 per AGDA, MADC member
$82.50 per non-member
includes full sit-down breakfast.
10% discount for tables of 10.
Numbers are limited so early booking is essential.
7.00 am for 7.30 am start.
BOOKING DEADLINE: 22/7/2004
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