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HiBrand 2007 Non-Standrd Brand Strategies. World best branding agencies experience.
Citation preview
Experience of brands, which became the market
leaders, demonstrates that non-standard brand
strategy and its implementation is the key of their
success. For the first time in Russia twelve top
managers of leading branding agencies will share
their unique experience with you. Don't miss this
unexampled event and learn from the best experts
in the field of branding!
www.hibrand.ru
Non�standard brand strategiesWorld best branding agencies experience
International conference on branding
Simon Bolton
EEnntteerrpprriissee IIGG Rodney FitchFFiittcchh
Michael Peters
IIddeennttiiccaa
Charles Wright
WWoollffff OOlliinnss
Simon Glynn
LLiippppiinnccootttt
MMeerrcceerr
March16–17, 2007
Moscow, Holiday Inn
Lesnaya
Eli Vlessing
TToottaall IIddeennttiittyy
Sophie Romet
DDrraaggoonn RRoouuggee
Ken Cato
CCaattoo PPuurrnneellll
PPaarrttnneerrss
Jasmine
Montgomery
FFuuttuurreeBBrraanndd
David Carson
DDaavviidd CCaarrssoonn
DDeessiiggnn
Dominique Specht
IInntteerrbbrraanndd
ZZiinnttzzmmeeyyeerr && LLuuxx
James
Sommerville
AAttttiikk
Duncan Daines
LLaannddoorr
AAssssoocciiaatteess
Arne Brekenfeld
MMeettaaDDeessiiggnn
Date and location of International conference Moscow, March, 16-17, 2007, Holiday Inn Moscow Lesnaya hotel, Grand Ball Room
conference-hall
Organizer of the conferenceIdentity magazine – the first Russian magazine on branding and commercial design.
Mission of an edition is an open and civilized branding and commercial design mar-
ket forming in Russia. Identity editorship collaborates and receives information
straight from world leaders in the field of brand-consulting and commercial design.
Right after first issue came out (the end of 2004) Identity magazine was called the
debut of a year in the field of advertising and marketing by famous Russian site
devoted to this topic – Sostav.ru.
In 2005 Identity magazine was nominated at Brand of The Year/EFFIE contest in
Media category. In 2006 the magazine joined ICOGRADA Design Media Network.
Identity founder and publisher is ArtGraphics.ru design-studio. It was found in 2000
and the present day is one of the leaders of brand-consulting and commercial
design in Russia.
Who should attend this:- FMCG manufactures
- Retail companies
- Companies which work with real estate
- Auto makers
- Pharmaceutical companies
- Investment and insurance companies
- Banks
- PR Agencies
- Creative and consulting companies
- Business press
- Brand-consulting agencies
Invited VIP guests:Moscow city administration representatives, Russian government members,
Chamber of Commerce and Industry of Russian Federation experts, largest Russian
and foreign companies top-management.
General Information Partners
The Organizer
Global Media Partner
Sponsor
General Internet Partner
Web-DevelopmentPartner
General Media Partner
Official Information Partners
Support ТPP RFOfficial Printing House
HiBrand Party Sponsor
Intellectual Partners
Information Partners
SSiimmoonn BBoollttoonnWorldwide CEO
Enterprise IG
Agency and
Brand Partnerships:
A Crucial Relationship
in Creating Buzzed-
About Product
Entrusting your brand to agency is like
sending your child away to school – you
know it's for the best, but it's tough to let
go. Simon Bolton, discusses how strong
brand agency-client partnerships help to
grow brands and sales across markets.
He will point to case studies of success-
ful partnerships between agencies and
brands.
RRiittaa RRooddrriigguueezz,, Simon joined Enterprise IG as the Global CEO earlier this
year. Prior to joining Enterprise IG, Simon was CEO of JWT UK and
Ireland. He was instrumental in creating a vision for the agency which
translated into outstanding business performance and creative output.
In 1995 Simon joined FCB Worldwide as regional director of South
East Asia, taking the lead responsibility in building the agency’s network
across Malaysia, Indonesia, Singapore and Philippines. By 1999 he was
appointed President and CEO of FCB San Francisco, moving to the US
west coast and managing key clients such as Amazon.com, AT&T, Blue
Shield, Compaq and Panasonic.
Born in London, Simon has a BA in History and Philosophy. He start-
ed his professional life at Ogilvy & Mather in London, where his first
accounts were Avon and Spillers dog food. He later graduated to
American Express where he ran a integrated communications assign-
ment across Europe, Middle East and Asia.
EEnntteerrpprriissee IIGG is the leading global brand agency with over 550 staff in 22
offices around the world. Part of the WPP group, Enterprise IG has over
35 years experience partnering with many of the world's most renowned
businesses – helping them define, evolve and build their brands around
the world. At Enterprise IG we help harness and realize the Compelling
Truth, which is at the heart of every great brand. A truth so powerful that
it inspires employees, engages customers and energizes your market-
place – creating significant competitive advantage. Using our integrated
skill set of strategy, design, and engagement we ignite brands by defin-
ing, visualizing and bringing to life the compelling truth for everything a
company says and delivers. By doing so, we help companies realize the
full potential of their brands.
RRooddnneeyy FFiittcchh CBE, PP D&AD, PPCSD
and founder
Fitch
How does design
form consumer
experience and retail
In the real world, consumer goods and
services are distributed through the retail
sector – shops and increasingly online. In
virtually every market retail brands grow in
domination and increasingly own more of
the consumer brand loyalty. This talk will
illustrate and discuss this transfer of brand
equity and what impact this may have in
the emerging Russian market place.
In particular:
· Consumer in charge – a change from
the command economy to the economy
where consumer is a «god»
· Retaining as the most competitive indus-
try – what a company needs to do to stay
ahead of the game
· Innovative design for retail – flexible,
adaptable solutions
RRooddnneeyy FFiittcchh – CBE, PP D&AD, PPCSD and founder of Fitch. Rodney is
also Deputy Chairman of the University of the Arts, London, helping to
manage Europe's largest collegiate university of the arts; he has served
as a member of the Council of the Royal College of Art and as a past
President of the Designers and Art Directors Association and of the
Chartered Society of Designers. In 2006, Rodney was inducted as an ISP
Legion of Honor, the most prestigious award an individual can receive in
retail design. He has been a trustee of the Victoria & Albert Museum and
is now Chairman of V&A Enterprises, the museum's commercial busi-
ness. He was awarded a Commander of the British Empire (CBE) in
1990 for his influence on the British design industry.
FFiittcchh is a renowned international design and branding agency with over
40 years expertise in all things retail. The company has 19 studios in 11
countries, employs 450 people and is part of the WPP Group. Fitch
offers unique global insights into consumer trends, shopper behavior
and retail design and branding. The agency enhances the lives and
experiences of consumers across multiple points of interaction through
strategically-led, multi-disciplinary design. Fitch's clients: DHL, Amazon,
Bentley Motors, Best Buy, Boeing, BP and others.
DDuunnccaann DDaaiinneessSenior Client Director
Landor Associates
Towards earning
brand trust – the
brand building frame-
work in action
What is brand trust? Arguably, the most
critical, strategic component of corporate
image and brand. The more a corpora-
tion is trusted, the more favorably its
products and services are considered.
Brand Trust is the function between
Corporate Citizenship (the interaction
between the company and society) and
Market Performance (the essential inter-
face with customers and stakeholders in
the delivery of products/services). Pulling
on industrial branding success stories
such as BP, Duncan Daines, Senior
Client Director of Landor Associates'
London office will demonstrate why build-
ing and managing your brand is critical to
your business success.
DDuunnccaann DDaaiinneess is a senior client director at Landor in London. Since join-
ing Landor from British Airways, Duncan has been responsible for devel-
oping and managing branding initiatives on behalf of Landor's clients in
the areas of digital communication. This includes consulting on and
developing a wide range of digital brand management tools, through to
developing bmi british midland's in-flight entertainment system. Duncan is
currently involved in implementing brand management tools with BP and
RWE. Duncan has helped to build some of the world most powerful
brands for over 15 years. Duncan is a key member of Landor London's
management team, having worked at the agency for over 10 years. In his
time at Landor, Duncan has led accounts including BP, Innovene, Gulf
Air, TNK-BP, TNK Lubricants and Volvo Trucks.
LLaannddoorr AAssssoocciiaatteess is currently Design Agency of the Year (Marketing
magazine) and is the world's leading branding and design consultancy.
Founded by industry pioneer Walter Landor in 1941, Landor has a rich
heritage of brand strategy and design leadership. Partnering with clients,
Landor drives brand-led business transformation. Landor's holistic
approach to branding builds upon the combined rigor of disciplined
thinking and process and exceptional creativity. Landor's work spans the
full breadth of branding services, including but not limited to brand posi-
tioning, brand asset management, brand architecture, brand research,
brand valuation, brand engagement, brand experience, corporate iden-
tity design, packaging design and naming. With more than 24 offices in
16 countries, Landor has an unrivalled client portfolio and works with
organizations such as S7, TNK, BP, Procter & Gamble, Diageo, Kraft
Foods International and PepsiCo. Landor is part of WPP, one of the
world's largest global communications services companies.
CChhaarrlleess WWrriigghhttEuropean Managing
Director
Wolff Olins
Create stronger
brands in Russia
Russia needs brands that can compete
and win against the best brands in the
world. The process to create competitive
brands requires serious thought and seri-
ous investment. It requires commitment
and imagination. Here are some good
practical suggestions on how to do it.
CChhaarrlleess WWrriigghhtt is a director of Wolff Olins main board. He joined Wolff
Olins in 1987 and became managing director in 1991. His clients have
spanned a variety of sectors but tend to be international in scope and to
cluster in the service area. This includes tourism and entertainment as
well as more traditional sectors like telecom and finance. Before joining
Wolff Olins, Charles worked as a planning manager for Pepsi and as a
management consultant with PA Strategic Services and Accenture.
Charles trained in finance after graduating from Oxford University.
Charles is a regular commentator and has spoken on branding at events
organized by Goldman Sachs, Merrill Lynch, BDO, Mercedes and sev-
eral public conferences.
WWoollffff OOlliinnss is recognized as one of the most influential brand consultan-
cies in the world. Founded in 1965, the consultancy stands for entrepre-
neurial creativity and original ideas. Its work has a pivotal impact on busi-
ness success and a transformational effect on markets. Wolff Olins
employs 180 people in Europe and North America, represents 27 nation-
alities and speaks 22 languages. Clients include Unilever, Beeline,
Manpower, GE, Tate, Sistema Telecom and London 2012. Wolff Olins
belongs to Omnicom Group.
SSiimmoonn GGllyynnnn Senior Partner,
Lippincott Mercer
Using brand to
create the customer
experience
Traditionally, in the product world, brand
focused on communications, and was
seen as a part of marketing. Today, in
the more service-oriented world, brand
focuses also on the customer experi-
ence: marketing is a part of brand, not
the other way around. Brand provides
the basis for creating and delivering a
strong customer experience that is rec-
ognized and valued by customers, and
hard for competitors to copy. But it
requires new thinking and execution,
from both marketers and general man-
agement.
SSiimmoonn GGllyynnnn is a senior partner with sixteen years of consulting experi-
ence for clients worldwide. Based in London, he specializes in brand
strategy, execution and branded customer experience, linked to busi-
ness strategy, customer strategy and organization. Simon's work has
included refocusing product and service strategies around the brand
factors that truly drive demand in the market; developing new brand
positioning; redesigning organizations to reconcile local autonomy with
shared brand values; developing communication strategies for cus-
tomers, investors and employees and quantifying the market impact of
brand initiatives. His clients have included Aviva, AOL, BT, Centrica
(British Gas), DP World, Mashreqbank, The Carbon Trust, The Climate
Group, MTV Networks, Swisscom, Virgin Atlantic and Vodafone. Simon
has an M.A. in physics from Trinity College, Cambridge, UK.
LLiippppiinnccootttt MMeerrcceerr is large brand-consulting agency in USA and one of
the most strong and trustworthy worldwide. It provides services in the
field of brand strategies, naming, brand identity, interactive communica-
tion, sensory branding and packaging design. The agency belongs to
Mercer Consulting Group. The clients: Bank of New York, Nissan,
Chevron, Ameriprise Financial, Citizens, Infinity, and McDonald's.
JJaassmmiinnee
MMoonnttggoommeerryy Deputy Manging Director
and Head of Strategy
FutureBrand
KKeenn CCaattooCo-founder
Cato Purnell Partners
The future of Brands
15 years ago there was no Google, no
GM foods, no Nokia, no I-Pod, no e-Bay,
no internet, no pilates, no smoothies, no
lattes. Most consumers weren't sure what
a brand was and certainly no one thought
that David Beckham was one. So what
will the next fifteen years hold? Will
brands themselves survive? If so, what
will they look like? Which big names will
still be around? And which unborn brands
will take them on? With 21 trend spotters
around the world looking at the future,
FutureBrand is well placed to offer a
glimpse into the year 2020 and what it will
bring for the future of brands.
The Living Brand
Business today is in a constant state of
evolution and responsiveness to circum-
stance and opportunity. Their brands
must be the same. The Living Brand is
aligned with the business plan, not just the
marketing plan. It is responsive, relevant
and related. It is no longer just a state-
ment of ownership and its corner stone is
no longer the trademark. The Living
Brand's recognition lies in its spirit, atti-
tude, way of being and the broader visual
language that expresses it. It has the abil-
ity to dominate the entire territory in which
it operates, not just the space in which it
writes its name. The Living Brand is an
ongoing journey, not a destination. It
requires new understandings and utiliza-
tion of resources and environment. Old
methods are no longer enough. The new
world requires new methods and brands
that live.
JJaassmmiinnee MMoonnttggoommeerryy joined FutureBrand in 2003. She is Deputy
Manging Director and Head of Strategy, responsible for supporting key
clients in brand strategy, naming and identity projects. Prior to joining
FutureBrand she was VP Group Branding and Marketing at DBS Bank in
Singapore in charge of overseeing the implementation of a new brand
positioning and identity for this leading bank in the region, working close-
ly with FutureBrand's team on the project. Whilst with the bank, Jasmine
was responsible for renaming the corporate umbrella brand in Chinese,
developing an on-line financial planning tool, working closely with
Mastercard on product innovation for the bank and defining the brand
architecture for the group. Prior to this Jasmine spent two years at
Interbrand advising Starwood on hall marks service innovations for
Sheraton. She also worked for GM, Sparq, BMW and Credit Suisse and
spent four years at Fitch in London advising Royal Doulton, Procter and
Gamble, BT, Cyprus Popular Bank, Barclays and ING's Post Bank and
Bank Silenski. Earlier in her career she worked as team leader in the
fields of qualitative and quantitative research at Hall and Partners and
Millward Brown International. Jasmine obtained a BA in Fine Arts from
Harvard University in 1994.
FFuuttuurreeBBrraanndd is global leader in brand consulting and design. In 20
offices around the globe, FutureBrand offers an unparalleled level of
business-focused strategy, expert design and execution and the relent-
less delivery of solutions that produce recognized, tangible results for
our clients' businesses. FutureBrand is part of Interpublic Group and has
21 offices in 17 countries. Clients: Microsoft, UPS, Dupont, GM, Pfizer,
GlaxoSmithKline, AT&T, Telefonica, British Airways, Nestle and Coca-
Cola.
KKeenn CCaattoo is an Australian designer with an international reputation.
Cato's work encompasses all facets of corporate and brand manage-
ment and design. His philosophy of design is dynamically holistic, pro-
viding the synergistic solutions that produce positive results. As a graph-
ic designer, his work has earned him an international reputation. He has
won numerous international and Australian design awards, and his work
is represented in museums and galleries throughout the World. He is a
long-standing member of Alliance Graphic International and is a past AGI
President. He currently holds the position of Director of Education. The
World's largest student design conference was founded by Ken Cato in
1991. Now approaching its 15th year, AGIdeas attracts annually over
2000 young designers from around the World. In 1995, Ken was award-
ed the first Australian Honorary Doctorate of Design from Swinburne
University and was inducted into the 'Hall of Fame' of the inaugural
Victorian Design Awards. Ken is a foundation member of the Australian
Writers and Art Directors Association, a member of the American Institute
of Graphic Arts, ICOGRADA, Design Institute of Australia, Australian
Marketing Institute, Industrial Design Council of Australia, and is Patron
of the Australian Academy of Design. Ken is also an acclaimed author
and has written numerous books.
CCaattoo PPuurrnneellll PPaarrttnneerrss was founded in Melbourne (Australia) in 1970. It
has offices in Sydney. Cato Purnell Partners, established in Melbourne in
1970 and with offices in Sydney, Brisbane, Perth, Wellington, Buenos
Aires, Barcelona, Santiago, Guadalajara, Mexico City and representative
offices in London, Mumbai, New York, Singapore, Tokyo, Taipei, Dubai
and Guangzhou. Cato Purnell Partners is the largest design company in
the Southern Hemisphere. Spanning 35 years of award winning work in
Australia and internationally, their breadth of experience and success is
unrivalled.
MMiicchhaaeell PPeetteerrssFounder, Executive
Creative Director and
Chairman
Identica
How to Achieve
Fast-Track Branding
Success… and Why
the Russians Are
the Best Placed
to Achieve It
Michael Peters will tell how to quickly
achieve business success and why
Russian businesses are best placed to
achieve increased profits through brand-
ing. An examination of case studies that
detail examples of outstanding branding
success both Russian and International,
showing the brand models that led to
increased profitability. A guide to the best
business process for harnessing the
incredible power of branding.
MMiicchhaaeell PPeetteerrss In his work as a designer and strategist, Michael has
become a pioneer of the design industry, demonstrating that design is a
proven means to increased profitability. He has consistently emphasized
the importance of aesthetic quality applied to the highest standards of
creative thinking. His work has revolutionized the relationship between
design and business. Michael studied graphic design and typography at
the London College of Printing. He later won a European scholarship to
study at the School of Art and Architecture at Yale in the US, where he
graduated with a Masters Degree in Fine Arts, studying under the famed
Paul Rand and Josef Albers. He subsequently worked for CBS television
in New York, before returning to London to set up the design department
for the advertising agency Collett, Dickenson and Pearce. In 1970, at the
age of 29, Michael established his own company – Michael Peters and
Partners – which revolutionized the role of packaging in the marketing of
consumer products. In 1983, he changed the perceptions of design by
leading the company onto the London Stock Exchange.
The IIddeennttiiccaa Partnership was founded in 1992 by Michael Peters OBE.
The London-based company is a brands consultancy which specializes
in brand creation, development, and management; we work in partner-
ship with our clients to help them to improve their company perform-
ance by building powerful, distinctive, compelling, and timeless brands.
Services include: brand strategy and brand research; name generation;
corporate identity. We have a truly holistic approach to every client proj-
ect. The Identica Partnership operates around the world from its London
offices, or through affiliated partner organizations in other countries.
Identica is a key player in innovation and along with its sister group
Tango which specializes in youth branding, has won numerous awards,
especially in the area of design effectiveness. Clients include Seagram,
United Distillers, NatWest, One2One, Vodafone, Co-op, Mothercare
(UK), Finnair and Huhtamaki Van Leer (Finland), Walla! and Bank Leumi
(Israel), Passaggio (Switzerland) and Roust Inc.
JJaammeess SSoommmmeerrvviilllleeCo-founder, Group
Creative Director
Attik
Plastic Surgery
for Brands
Good plastic surgery for brands is about
understanding cultural reference points -
and that's the key to making a brand
work in another country. If a brand is
looking to market their brand to Europe/
USA, they may need a certain level of
surgery to get them to appeal to these
markets while retaining their Russian
qualities. Last words something like....
if you want to your brand to look good
under the global catwalk spotlight, you
might want to think about making an
appointment with a good surgeon".
JJaammeess SSoommmmeerrvviillllee born in Huddersfield in northern England. James
studied typography and print design at Batley School of Art, where he
met fellow student and artist Simon Needham. In 1987, leveraging a
?1,000 loan from The Prince's Trust's Business Program, James and
Simon joined forces to launch their design studio – in the attic of James'
grandma. Thus they called their company Attik. James' present role as
Group Creative Director maintains his involvement in all major European
and US east coast projects. In the United Kingdom, James also spends
time on the academic, design and business lecture circuit, having
recently presented at events in London, New York, San Francisco, Oslo,
Toronto, Amsterdam and Paris. Over the past several years, in partner-
ship with the University of Huddersfield, James conceived the world's
first creative industry-based Master's Degree course to help nurture
post-graduate creatives from across the world to become the leading
commercial talents of the next generation. James was honored by The
Queen of England in 2004 in respect of their contributions to British
design.
AAttttiikk is a renowned global creative agency with offices in Leeds, San
Francisco and New York and global creative billings estimated at over
?16 million per year. Attik specialists call themselves brand engineers.
Attik develops creative communications for all global markets and all
sorts of media. Among the clients of the firm are: Adidas, Adobe, AOL,
BBC, Coca-Cola, IBM, Levi Strauss & Co., Microsoft, MTV, Nike, Orange,
Sony Play Station, Toyota Scion, Virgin, Volkswagen, Xerox.
SSoopphhiiee RRoommeettManaging Director
Dragon Rouge
Entrepreneurial
design: Creating
value through design
that sells
Why is design strategic? Design is not
only quintessential to the brand, being its"
DNA" – it is also a fantastic self-selling
media, with high ROI ! From product to
brand identity, packaging design to retail
environment, there are many illustrations
of the exceptional efficiency of design:
design is not only meant to make things
look pretty!
Sophie Romet has been at Dragon Rouge since 1992. She has worked
with most of Dragon Rouge's international and local clients such as
Unilever, Kraft Foods, SCA, Pernod Ricard, Nestle Waters. She has built
and developed Dragon Rouge's international network of agencies
(Hamburg, London, New York, Warsaw) Prior to joining Dragon Rouge,
Sophie was Account Director at Shining Strategic Design and then Sales
and Marketing Director at Shining Strategic Design Barcelona. She has
equally gained client side experience at L'Oreal and Procter and
Gamble. She has a Master in Economics from Dauphine and holds a
MBA from HEC Grande Ecole. She is fluent in French, English, Spanish,
Portuguese and Italian.
DDrraaggoonn RRoouuggee, created in 1984, quickly affirmed its leadership in brand
design. For over a dozen years it has been France's N°1 brand agency.
Its goal is to build strong and sustainable brands by applying the four
principal design crafts : branding, packaging, corporate identity and
detail architecture. Dragon Rouge has developed a strong international
network with offices in Paris, London, Warsaw, Hamburg and New York.
EEllii VVlleessssiinnggSenior Manager
Total Identity
End of branding
Eli Vlessing discovers the Total Identity
vision on corporate identity that is very
much of today and a clear answer to the
strong American way of branding. In the
presentation there will be shown exam-
ples of traditional and modern day brand-
ing, changing attitudes in consumer's
perception and world standards. Eli will
also speak about the growing signifi-
cance, of honesty, openness, trans-
parency, the term that build the notion of
identity.
EEllii VVlleessssiinngg, аfter his high school years, went to live in the United States
for some time, to personally feel the experience of being in a complete-
ly strange environment and yet be able to carve out a place and life for
him. Upon return to Amsterdam, Eli has visited the University of
Amsterdam, studying Physics and later Computer Science. In the eight-
ies he decided to build by his own business and also travel some more
across the world. In 1990 he joined Total Identity, which was then called
Total Design. Eli worked in several teams and business units within the
company, but always had a special interest in Corporate Identity and
international projects. Since 2003 Eli has become the manager of our
international business, full time. This includes international clients and
projects, as well as international network.
The TToottaall IIddeennttiittyy Network is an international franchise network of 10
European and Asian identity agencies. Based on its expertise in posi-
tioning, communication and design of corporate identities, the network
will serve to define and shape the new demands of markets in responds
to major economic and social developments. Having a 40-year experi-
ence of successful work in the field of corporate identity, now the com-
pany is a trendsetter in corporate identity programs development and
implementation, which became one of the most important management
tools. Total Identity has offices in Amsterdam , Delft, The Hague and
Heerlen and is represented in Cologne, Antwerp, Dubai, Taipei and
Seoul. The staff is about 130 specialists, who work in the field of graph-
ic design, identity management, informational design, corporate com-
munications and design projects management. The clients are: Hanaro
Telecom, Hyundai, Netherlands Ministry of Defence, Ministry of Foreign
Affairs, Royal van Zanten, KLM, Fortis.
DDaavviidd CCaarrssoonnPrincipal
and Chief Designer
David Carson Design
AArrnnee BBrreekkeennffeellddChief client officer on the
executive board
MetaDesign
DDoommiinniiqquuee SSppeecchhttSenior Consultant
Interbrand Zintzmeyer &
Lux
Branding
beyond usual
Modern branding is a permanent game
with a consumer, the biggest risk of
which is not to take risks. To reach suc-
cess on a high competent market it's
needed to make non-standard solutions.
In his report David will demonstrate how
his extraordinary projects, developed for
such companies as Microsoft, Giorgio
Armani, Apple Computers, Samsung,
Toyota, Mercedes Benz, Bank of
Montreal, Quiksilver, Pepsi, Xerox
allowed these brands to take their places
in minds and hearts of consumers or to
strengthen positions.
Corporate Identity
as a Tool of Strategic
Branding
What challenges do brands face today?
How do brands capture the attention of
target groups? What role do corporate
design and corporate identity play in this
context? Uli Mayer-Johanssen will
address these and other questions in her
talk "Corporate Identity as a Tool of
Strategic Management." She will also
introduce case studies from Meta-
Design's work to underpin her theoretical
introduction.
Analyzing
marketing drivers
The presenter will explore the economic
functions of a brand and propose a holis-
tic approach to measure its value drivers.
Linking the performance of these drivers
to the financial performance of the com-
pany enables brand management to
focus on value creation and set priorities
for the necessary activities. The concept
has been applied to support strategic
brand management, to set performance
targets and to optimize investments of
countless brands.
DDaavviidd CCaarrssoonn is principal and chief designer of David Carson Design,
Inc. with offices in New York City and Charleston, SC. David graduated
with "honors and distinction" from San Diego state university, where he
received a BFA degree in sociology. Numerous groups including the
New York Type Directors Club, American Center for Design and I.D.
magazine have recognized his studio's work with a wide range of clients
in both the business and arts worlds. David is the author and co-author
of several books: The End of Print, Fotografiks, TREK, and the Book of
Probes. He is an active lecturer. David was awarded with four golden
awards Charleston ADDY and special prize from jury for professionalism.
London-based Creative Review magazine dubbed Carson "Art Director
of the Era." GD USA magazine ranked David with 5-th place in the rating
of the most influential designers of the world for the last 100 years.
DDaavviidd CCaarrssoonn DDeessiiggnn studio or DCD (as David himself gets used to sign
his works) was found by David in 1995. Thanks to extraordinary talent
of its founder the studio immediately began to attract attention of
famous clients all over the USA. During first 3 years of work there were
developed projects for such companies as: PepsiCo, Ray Gun, Nike,
Microsoft, NBC, Budweiser, Giorgio Armani, American Airlines and Levi
Strauss Jeans. Since 1998 DCD is known world wide and starts collab-
orating with new big clients: AT&T, British Airways, Kodak, Lycra,
Packard Bell, Sony, Suzuki, Toyota, Warner Bros., CNN, Cuervo Gold,
Johnson AIDS Foundation, MTV Global, Princo, Lotus Software, Fox TV,
Nissan, Quiksilver, Intel, Mercedes Benz, MGM Studios, Nine Inch Nails.
AArrnnee BBrreekkeennffeelldd has served as chief client officer on the executive board
of MetaDesign since early 2003. He is responsible for brand consulting
and client care with a special focus on the strategic foundation of brand-
ing and design processes. Brekenfeld studied business administration in
Berlin and Dusseldorf. After spending a year in the marketing department
of Lufthansa AG in Los Angeles, he worked as a consultant and strategic
planner in traditional advertising agencies such as Springer & Jacoby,
Hamburg, and BBDO Consulting, Dusseldorf. Before joining MetaDesign,
he served on the management board of .start AG (Munich and Berlin).
During his nine-year stint in the advertising industry, Brekenfeld acquired
valuable expertise in the automotive and telecommunications markets.
MMeettaaDDeessiiggnn has been one of Europe's most respected design agencies
for over ten years. It is a part of LB Icon Group and has offices in Berlin,
Munich and San-Francisco. Metadesign provides services from brand
management strategies development to final corporate identity design
implementation. Its portfolio of services ranges from strategic brand man-
agement to the design and implementation of complex corporate identi-
ties and images. The company name embodies its philosophy. Design
has become an increasingly important steering instrument for company
success. Visual design is a criterion for defining strategy and corporate
vision, and strategy, for its part, must be reflected in the visuals in order
to generate emotion and minimize interpretative confusion. The growing
significance of identity processes in a dynamically changing corporate
landscape has made it necessary for corporate identity to be steered and
managed on a meta-level. This is what MetaDesign stands for. With this
self-conception, MetaDesign has assumed a unique position in the mar-
ketplace. In its 2003 ranking, the magazine Horizont chose MetaDesign
for the seventh time in a row as Germany's leading agency for all servic-
es revolving around brand, corporate and institutional identity. Clients:
Audi, Boehringer Ingelheim, Heidelberg, i-mode, Voith, Volkswagen.
DDoommiinniiqquuee SSppeecchhtt is Senior Consultant with Interbrand Zintzmeyer & Lux
AG in Zurich and a specialist in brand and brand portfolio valuation as
well as value-based brand management. While working for Interbrand, he
has supervised several international valuation projects, especially in the
sectors of telecommunications, logistics, and consumer electronics. Prior
to joining Interbrand, he worked as Consultant with a brand consulting
firm in Germany, focusing on the sectors of financial services, telecom-
munications, FMCG, and utilities. He started his professional career as
strategic planner for J. Walter Thompson in South Africa. Dominique
Specht holds a degree in economics and business management after
studies at the universities of Hamburg and Basel with majors on market-
ing, marketing research and quantitative planning.
IInntteerrbbrraanndd is a global brand management and evaluation company that
has developed jointly with the London Business School (LBS) the widely
accepted standard for brand valuation. Since 1988 Interbrand has evalu-
ated some 3,500 brands for nearly 400 companies. Interbrand is also
known for the annual publication of "The Best Global Brands". Interbrand
Zintzmeyer & Lux is the largest European branch of Interbrand Group and
has offices in Zurich, Amsterdam, Hamburg, Cologne, Munich and
Moscow. Interbrand Zintzmeyer & Lux consults numerous renowned
clients such as BMW, MINI, RollsRoyce, Deutsche Telekom and Tui in
strategic brand management.
0900 – 0930 Registration and Welcoming Coffee
0930 – 0950 Official Opening of the Conference
0950 – 1050 DDuunnccaann DDaaiinneess (UK), Landor Associates, Senior Client Director (London)• Towards Earning Brand Trust – the Brand Building Framework in Action
1050 – 1150 CChhaarrlleess WWrriigghhtt (UK), Wolff Olins, Managing Director• Create Stronger Brands in Russia
1150 – 1210 Coffee Break
1210–1310 MMiicchhaaeell PPeetteerrss (UK), Identica, Founder, Executive Creative Director and Сhairman • How to Achieve Fast-track Branding Success... and Why the Russians Are the Best Placed to Achieve It
1310–1410 RRooddnneeyy FFiittcchh (UK), Fitch, Founder and Chairman of the Board• How does design form consumer experience and retail
1410–1510 Lunch
1510–1610 DDoommiinniiqquuee SSppeecchhtt (Switzerland), Interbrand Zintzmeyer & Lux, Senior Consultant • Analyzing Marketing Drivers
1610–1710 SSiimmoonn BBoollttoonn (UK), Enterprise IG, Worldwide СEO • Agency and Brand Partnerships: A Crucial Relationshipin Creating Buzzed-About Product
1710–1730 Coffee Break
1730–1830 SSiimmoonn GGllyynnnn (UK), Lippincott Mercer, Senior Partner, Head London Office• Using Brand to Create the Customer Experience
0900–0930 Welcoming Coffee
0930–1030 AArrnnee BBrreekkeennffeelldd (Germany), MetaDesign, Director of Client Services, Member of the Board• Corporate Identity as a Tool of Strategic Branding
1030–1130 EEllii VVlleessssiinngg (the Netherlands), Total Identity, Senior Manager • The End of Branding
1130–1150 Coffee Break
1150–1250 JJaammeess SSoommmmeerrvviillllee (UK), Attik, Co-founder, Group Creative Director• Plastic Surgery for Brands
1250–1350 SSoopphhiiee RRoommeett (France), Dragon Rouge, Managing Director • Entrepreneurial design: Creating Value Through Design That Sells
1350–1450 Lunch
1450–1550 DDaavviidd CCaarrssoonn (USA), David Carson Design, Principal and Сhief Designer• Branding Beyond Usual
1550–1650 JJaassmmiinnee MMoonnttggoommeerryy (UK), FutureBrand, Deputy Managing Director and Head of Strategy• The Future of Brands
1650–1710 Coffee Break
1710–1810 KKeenn CCaattoo (Australia), Cato Purnell Partners, Co-founder and Chairman• The Living Brand
2000 HiBrand Party in Simple Pleasures restaurant
MMaarrcchh,, 1177,, 22000077
The program of the conference HiBrand 2007
“Non-standard brand strategies”
MMaarrcchh,, 1166,, 22000077
Timing and prices:
1499$ (1169 Eu) till 17.03.07
Discounts:Discounts depend on delegates number from one company: 2 delegates – 15%
discount, 3-5 delegates – 20% discount, more than 5 delegates – special discount.
Application form:Please, fill the application form on participation in the conference HiBrand 2007 Non-standard brand strategies, on site http://www.artgraphics.ru/hibrand/program_eng.html
Contacts:E-mail: [email protected]: +7 (495) 730 52 33Fax: +7 (495) 730 52 33Post: 125475, Moscow, p.o. box 3http://www.artgraphics.ru/hibrand2007.html
Kate Filimonova, communication director
DDeelleeggaattee PPaacckkaaggee::
- Attendance of all seminars of the conference- Meals (2 welcoming coffee, 4 coffee breaks, 2 lunches, party for delegates) - Simultaneous translation (English/Russia, French/Russian, German/Russian)- Media pack (collection of all reports of the speakers)
AAccccoommmmooddaattiioonn::
Please, mind that payment for the conference doesn't include accommodationexpenses. For more information regarding Holiday Inn Moscow Lesnaya, pleasevisit: www.holiday-inn.com
Their contacts: Holiday Inn Moscow-Lesnaya 15 Lesnaya StreetMoscow, 125 047 Russia Hotel front desk: +7-495-7836500 Hotel fax: +7-495-7836501 E-mail: [email protected] may mail us directly and point the level of a hotel you want to book. We'll offeryou variants.
Delegates who won't pay before the beginning of the conference won't be allowedto attend the conference. Mind, that you should pay the whole sum for participationin the conference within 15 bank days since billing. Payment should be received byorganizers before the beginning of the conference.
RReennuunncciiaattiioonn ooff ppaarrttiicciippaattiioonn iinn ccoonnffeerreennccee::
In case of renunciation of participation in conference (for any reasons) after havingpaid delegate's cost a company may return this sum except administration costs(200$) for each registered delegate, if a company inform organizer about this in writ-ten form (on letter-head with a stamp and director's signature) till 30.01.07.Renunciation of participation in conference in oral form, via fax or e-mail is notaccepted. Organizer is sorry that renunciation of participation in conference, notreceived in written form till January, 30, 2007 and/or not rightly certified can't beaccepted and a participant should pay the whole sum for all the delegates registeredfrom his company.
DDeelleeggaatteess rreeppllaacceemmeenntt::
Every time before the beginning of the conference the delegates within one compa-ny may be replaced, in case organizer gets an request in written form.Changes in program of the conference:In case of necessity Organizer has a right to change speakers' membership and pro-gram of the conference. Information about all changes will be sent to all delegatesregistered and it'll be available on the site of the conference. There is a possibility ofadditional events appearance within HiBrand 2007 conference.