11th Annual
Brand Identity & Package Design Conference
advancing the synergy of strategy, design & brand innovation
April 16 - 18, 2007, Pier 60, Chelsea Piers, New York City
FEATURING
Claudia Kot c h ka Daniel Libeskind Au g u st e n A l ex Le e Paula Scher St even Seto
Vi ce Pre s i d e nt Winner of the B u r ro u g h s P re s i d e nt Pa r t n e r D i re c t o r, Brand St rat e g y
Design Innovation World Trade Ce nter C r i t i ca l l y-Acc l a i m e d OXO Pe nt a g ra m & Global Insight s
& St rat e g y Re-design Co m p e t i t i o n Au t h o r, “Running with Au t h o r, “Make it Bigger” St a r b u c ks Co ffe e
P r o cter & Gamble S c i s s o r s” Co m pa ny
Donna St u rg e s s G raham Hill Gael Towey Marty Neumeier John Delfa u s s e Kofi Brow n
G l o bal Head of Fo u n d e r Chief Creat i ve Office r P re s i d e nt Chief Env i ro n m e nt a l Digital Guru
I n n ovat i o n Tr e e Hu g g e r.co m M a rtha St ewa rt Neutron O f f i ce r, Co r p o rat e J O R DAN Brand
G l a xo S m i t h K l i n e Living Omnimedia Au t h o r, "ZAG" & Pa c ka g i n g (a division of NIKE, Inc.)
"THE BRAND GAP" Estee Lauder
ILLUMINATE YOUR BRAND AT FUSE
It's the one eve nt Provo c a t i ve Go global: Lea r n Turn questions int o Everyone who is
that unites p e r s p e c t i ve s how to crea t e answers: Hear about anyone in the bra n d
disciplines - d e l i ve red by co n s i s t e nt bra n d the latest co n s u m e r design world
m a r keting, design s p ea kers you can't design on an t rends and attends. Don't miss
and packaging - fo r see anywhere else i nternational scale p a c ka g i n g the boat
b rand exce l l e n ce and i n n ovations that are
e l eva t i o n shaping our world
a THINK TANK where the best BRAND STRATEGISTS and DESIGN MASTERS s h a re
ASPIRATIONAL and ACTIONABLE ideas for fueling CHANGE and driving GROWTH
Institute for International Research To Register, Call: 888.670.8200 Fax: 941.365.2507 Email: register@iirusa.com Web: www.iirusa.com/bipd
Speakers by industry
ACADEMICS, AUTHORS & Eric K. Doninger, Global
LUMINARIES Director of Design,
Augusten Burroughs, Brown-Forman Corporation
Critically-Acclaimed Author, Robin Utay, Director, Creative
“Running with Scissors” & Packaging, Cadbury
Design … transforms • illuminates • simplifies • brightens • shapes • inspires • Graham Hill, Founder, Schweppes Americas Beverages
TreeHugger.com Moira Cullen, Design Director
unites • differentiates your brand Mirko Ilic, Founder, Mirko Ilic North America,
Corp.; Co-author, “The Design The Coca-Cola Company
The relationship between marketing, creative and brand management continues to become of Dissent” Ron Jesiolowski, Senior
more intertwined as design assumes a strategic role within more and more cultures of more Reena Jana, Staff Writer, Design Manager, Del Monte
and more organizations. Innovation & Design, Doug Willmarth,
Businessweek.com and Senior Marketing Manager,
Design has evolved into a partnership role helping to define a brand, differentiate a product INShort trends columnist, Convenience Innovation,
and create emotional connections with your customers. BusinessWeek Frito Lay
Daniel Libeskind, World-
Good brand design can do so many things … including improving your business. More and Renowned Architect; RETAIL & HOSPITALITY
more visionary companies are realizing this fact and are tapping into design and solid brand Founder, Studio Daniel Stanley Hainsworth, Vice
Libeskind, New York President, Global Creative,
identity as drivers of corporate profit.
Marty Neumeier, President, Starbucks Coffee Company
There is no shortcut to good brand design. You can't just hire some cool creatives and brand Neutron; Author, "ZAG: The #1 Steven Seto, Director, Brand
identity experts and call your company “brand design focused.” Brand innovation is more Strategy of High-Performance Strategy & Global Insights,
Brands" and "THE BRAND Starbucks Coffee Company
than a slogan, it's a commitment. You have to immerse every inch of your business in the GAP: How to Bridge the Gap
nuances of synergistic brand strategy and design. What's the payout? Design will give your between Strategy and Design" TECHNOLOGY &
brand the differentiation it needs to stand out in this age of abundance. TELECOMMUNICATIONS
Paula Scher, Partner,
Pentagram; Author, “Make it Randy Boeller, Package
Welcome to FUSE: Brand Identity & Package Design, a think tank where the best brand Bigger”; Fast Company 2006 Engineering Program Manager,
strategists and design masters share aspirational and actionable ideas for fueling change and MASTERS OF DESIGN Award Global Packaging Team, HP
driving growth. winner Lee Green, Vice President,
Jill Taffet, Former Senior Brand and Values Experience,
Creative Director, E! Networks; IBM
It’s just keeps getting better Department Chair, Broadcast
Design & Motion Graphics,
August de los Reyes, IDSA,
Creative Director, Windows
The FUSE team is anything but complacent. Never content to rest upon our laurels, we feel Savannah College of Art & Platform Core Innovation
Design Group, Microsoft
its our duty and privilege to push ourselves to produce a bigger, better event every year that
Alina Wheeler, Author, Dennis Wixon, PhD, Manager
truly earns your attendance. Now in its 11th year, we've come to think of FUSE like a fine “Designing Brand Identity” Games User Research,
bottle of wine - it just gets better with age. Microsoft
MEDIA Bob Stohrer, Vice President,
FUSE prides itself on attracting the best speakers - those people and companies that you Barbara DeWilde, Design Brand & Communications,
really want to hear from. This is your chance to hear from corporate brand design superstars: Director, House Beautiful Virgin Mobile USA
Claudia Kotchka from P&G, Gael Towey from Martha Stewart Living Omnimedia, Alex Lee from Gael Towey, Chief Creative
Officer, Martha Stewart Living TRANSPORTATION
OXO, Steven Seto from Starbucks, William Lunderman from Colgate-Palmolive, James Ludwig from
Omnimedia Jeff Robinson, Director, Brand
Steelcase, and Bob Stohrer from Virgin Mobile just to name a few. Add in a healthy dose of Marketing & Design, Boeing
ideas and thoughts from legends and provocateurs like Paula Scher, Daniel Libeskind, Augusten CONSUMER PACKAGED Commercial Airplanes
Burroughs, and Marty Neumeier and you've got yourself quite a lineup. With so many amazing GOODS: MANUFACTURING Heather Sheldon, Director,
speakers ready to share, you're guaranteed to learn and grow from this experience. Dale R. Bohnert, Supervisor, Marketing Communications,
3M Corporate Identity & Segway
Design, 3M
New for you Frank Quadflieg, Director of FURNITURE
Marketing, Andersen Windows James Ludwig, Director,
• Full-day symposium on Trend Identification and Infusion John Delfausse, Chief Design, Steelcase, Inc.
Environmental Officer,
• Increased focus on Sustainable Design Corporate Packaging, Estee APPAREL
Lauder; Vice President, Kofi Brown, Digital Guru,
• Evolved function-specific tracks your entire brand design and development team can learn JORDAN Brand (a division of
Package Development, Aveda,
from. Choose sessions in the following tracks: Design and Creative; Strategy and Insights; Clinique & Origins NIKE, Inc.)
Brand and Product Management Ashley Rosebrook, Executive
Design Director, Packaging & FINANCIAL SERVICES
• More topics for brand management and marketing leaders: Come see what all the buzz is Graphics, Aveda Ken Sippola, Vice President,
about William Lunderman, Vice
Brand Management/Card
Design & Program Services,
• New winner of the Brand Design Maverick Award: Hear first-hand from visionary brand President, Global Strategic
Visa USA Inc.
Brand Design, Colgate-
designer Gael Towey of Martha Stewart Living Omnimedia Palmolive
• Revamped panel discussion: The bad boys of brand design will enlighten and entertain you Jay Gouliard, Vice President, THOUGHT LEADERS &
Package Design & TREND SETTERS
• Bigger, better, more inspirational venue: Enjoy our new space overlooking the Hudson River Development, General Mills Eric Ashworth, Chief Strategy
Shaun Markey, Senior Design Officer, Anthem Worldwide
• Kick-off keynote on the evening of Monday, April 16: Get inspired by legendary architect
Manager, Georgia-Pacific Chris Conley, Founder,
Daniel Libeskind Gravity Tank
Donna J. Sturgess, Global
Head of Innovation, Josh Liberson, Principal,
GlaxoSmithKline
Celebrate, collaborate, create Joseph Dzialo, Creative
Helicopter
Ethan Trask, Principal,
FUSE: Brand Identity & Package Design is THE destination for brand design leaders. Director, Hasbro Games Group Helicopter
Join us as we celebrate our passion for solid brand design, collaborate on new possibilities, Chris Hacker, Vice President, Marie Von Feldt, Vice
Global Design & Design President, Inwork
and create a bright future. Strategy, Johnson & Johnson Don Childs, Chief Creative
Christine Mau, Senior Officer, laga
This is our best event yet … see you at FUSE. Manager, Packaging Graphics, Victoria Herbert, Director,
Kimberly-Clark Color Think Tank, Pantone
Gary Swisher, Vice President, Tod Schulman, Vice President,
All the best, Wheels Design, Mattel Fashion & Home, Pantone
Alex Lee, President, OXO Debbie Millman, President,
Claudia Kotchka, Vice Design, Sterling Brands
President, Design Innovation David Stowell, CEO,
& Strategy, Procter & Gamble Smart Design
Jenny A. Fenig Kim Rivielle Cheryl Swanson, Principal,
CONSUMER PACKAGED
Senior Conference Producer Managing Director, Toniq
GOODS: FOOD &
Institute for International Research Marketing & Business Strategy Division BEVERAGES Olivier Fischer, Ph.D.,
Institute for International Research Founder, Ubelix
Yousef Zaatar, Vice President,
Global Packaging, Bacardi Rob Wallace, Managing
Pamela Parris, Director, Partner, Wallace Church
Marketing, Packaging Division, Ronald deVlam, President &
Cheryl Swanson Blue Ridge Paper Products Partner, Webb Scarlett deVlam
Principal Debbie Millman
President, Design Bobby Rogers, Director, Richard Williams, Founder,
Toniq LLC
Sterling Brands Corporate Marketing & Williams Murray Hamm
Conference Co-Chairwoman Business Development,
Conference Co-Chairwoman
Blue Ridge Paper Products
2 Illuminate your brand.
A G E N D A AT A G L A N C E
M O N D AY, A P R I L 16 , 20 07 : T H E W O R K S H O P S
9:00 a.m. - 12:30 p.m. 1:30 - 5:00 p.m.
B2 B3
Global package design: A guide to process improvement Going tangible: Moving beyond the analytical to shape successful innovations
Olivier Fischer, PhD., Founder, Ubelix Chris Conley, Founder, Gravity Tank; Head, Human-Centered Product Design Department, Institute of Design
M O N D AY, A P R I L 16 , 2 007: T H E SY M P O S I A
B1 Global design & brand strategy Packaging innovation & sustainable design Trend identification & infusion
8:00 Registration
8:45 Greetings from the symposium leader Greetings from the symposium leader Greetings from the symposium leader
Eric Ashworth, Chief Strategy Officer, Anthem Ronald deVlam, President & Partner, Webb Scarlett deVlam
9:00 - KEYNOTE - It's all about the process: Balancing the creative with the practical KEYNOTE - Pushing sustainability into the mainstream: Making it relevant for KEYNOTE - The language of design
9:45 to develop a winning global package consumers James Ludwig, Director, Design, Steelcase, Inc.
William Lunderman, Vice President, Global Strategic Brand Design, Graham Hill, Founder, TreeHugger.com
Colgate-Palmolive
9:50 - The role of global design within IBM: Its history, culture, values, and current Sustainable packaging solutions: Converting design & development challenges Soft power: Transformative 21st century design leadership
10:35 day success into opportunities Moira Cullen, Design Director North America,
Lee Green, Vice President, Brand and Values Experience, IBM John Delfausse, Chief Environmental Officer, Corporate Packaging, Estee The Coca-Cola Company
Lauder; Vice President, Package Development, Aveda, Clinique & Origins
Ashley Rosebrook, Executive Design Director, Packaging
& Graphics, Aveda
10:35 Networking break
11:05 - Re-inventing innovation: Forging new consumer experiences through Business savvy behind sustainable packaging Customization & co-creation: Letting consumers take control
11:50 revolutionary packaging Randy Boeller, Package Engineering Program Manager, Ken Sippola, Vice President, Brand Management/Card Design & Program
Rob Wallace, Managing Partner, Wallace Church Global Packaging Team, HP Services, Visa USA Inc.
11:55 - Network branding 2007: The impact of culture on brands & design Finding innovation: Converting an idea into a sellable product Redefining premium: Developing an aspirational brand to appeal to the luxury
12:40 Jill Taffet, Former Senior Creative Director, E! Networks; Department Chair, Contact Deborah Hatcher at dhatcher@iirusa.com if you'd like to speak in market
Broadcast Design & Motion Graphics, Savannah College of Art & Design this session. Contact Deborah Hatcher at dhatcher@iirusa.com if you'd like to speak in
this session.
12:40 Lunch
2:00 - 3M brand identity: Enhancements for growth Differentiate or die: Connecting the dots to identify undiscovered business Evolution of a brand: Unifying product design & brand communications
2:45 Dale R. Bohnert, Supervisor, 3M Corporate Identity & Design, 3M opportunities Heather Sheldon, Director, Marketing Communications,
Christine Mau, Senior Manager, Packaging Graphics, Kimberly-Clark Segway Inc.
2:50 - PERSPECTIVE FROM EUROPE - Millions of dollars are wasted on design that Unlocking your brand's potential through an ownable shape Start a revolution: Viral marketing & branding through in-school promotion
3:35 fails to deliver any significant brand growth: New approaches to buying & Robin Utay, Director, Creative & Packaging, Cadbury Schweppes Americas Bobby Rogers, Director, Corporate Marketing & Business Development,
evaluating design & getting an extraordinary ROI Beverages Blue Ridge Paper Products
Richard Williams, Founder, Williams Murray Hamm Pamela Parris, Director, Marketing, Packaging Division,
Blue Ridge Paper Products
3:35 Networking break
4:05 - Hi. Hola. Bonjour. Konnichi wa. Managing multiple languages on your package Using changing consumer trends to inspire profitable packaging innovation Building brands & designing for Web 2.0 audiences
4:50 Contact Deborah Hatcher at dhatcher@iirusa.com if you'd like to speak in Doug Willmarth, Senior Marketing Manager, Convenience Innovation, Reena Jana, Staff Writer, Innovation & Design, Businessweek.com and
this session. Frito Lay INShort trends columnist, BusinessWeek
4:50 End of symposium
M O N D AY, A P R I L 1 6, 2 007 : 5:30 KICK-OFF KEYNOTE - The importance of design in the social & human experience
Daniel Libeskind, World-Renowned Architect; Founder, Studio Daniel Libeskind, New York
TH E CON FER ENC E BEG INS 6:30 Conclusion of Monday activities
T U E S D AY, A P R I L 17, 2 007: T H E C O N F E R E N C E
7:30 Registration 10:15 Networking break in the exhibit hall
8:30 Greetings & perspectives from the conference co-chairwomen 10:45 KEYNOTE - Infusing design innovation into business strategy: The P&G journey
Debbie Millman, President, Design, Sterling Brands Claudia Kotchka, Vice President, Design Innovation and Strategy, Procter & Gamble
Cheryl Swanson, Principal, Toniq 11:30 Tapping into an unmet need in a commodity business: Making the business case for brand design
9:15 KEYNOTE - The bad boys of brand design Alex Lee, President, OXO
Moderator: Debbie Millman, President, Design, Sterling Brands Davin Stowell, CEO, Smart Design
Panelists: Chris Hacker, Vice President, Global Design & Design Strategy, Johnson & Johnson 12:15 Are you zagging or lagging?
William Lunderman, Vice President, Global Strategic Brand Design, Colgate-Palmolive Marty Neumeier, President, Neutron; Author, "ZAG: The #1 Strategy of High-Performance Brands"
Stanley Hainsworth, Vice President, Global Creative, Starbucks Coffee Company & "THE BRAND GAP: How to Bridge the Gap between Strategy and Design"
Shaun Markey, Senior Design Manager, Georgia-Pacific
1:00 Lunch & focused discussion groups
Ron Jesiolowski, Senior Design Manager, Del Monte
Tracks
Begin
DESIGN & CREATIVE STRATEGY & INSIGHTS BRAND & PRODUCT MANAGEMENT
Chair: Debbie Millman, Sterling Brands Chair: Cheryl Swanson, Toniq Chair: TBA
2:15 - Blending art & science to create a modern bottle design to appeal to a Measuring success: Quantifying the ROI of brand identity Creating intense brand loyalty through packaging
3:00 premium audience Alina Wheeler, Author, “Designing Brand Identity” Donna Sturgess, Global Head of Innovation, GlaxoSmithKline
Yousef Zaatar, Vice President, Global Packaging, Bacardi
3:05 - The new breed of designer Lost in translation? Reinventing a century old brand
3:50 Ronald deVlam, President & Founding Partner, Webb Scarlett deVlam Speaker TBA, Anthem Worldwide Frank Quadflieg, Director of Marketing, Andersen Windows, Inc.
Dale R. Bohnert, Supervisor, 3M Corporate Identity & Design, 3M
3:50 Networking break
4:20 - Design & innovation for financial results: A view from the top Who's got the green? Design leaders discuss sustainability Brand portfolio management: Focusing your energy to get maximum payout
5:05 Don Childs, Chief Creative Officer, laga Moderator: Marie Von Feldt, Vice President, Inwork Contact Deborah Hatcher at dhatcher@iirusa.com if you'd like to speak in
Jay Gouliard, VP Package Design & Development, General Mills this session.
5:10 - Mastering the reinvention process: The HotWheels story Making emotion work for you: Revolutionizing the way emotion & desire Color first!
5:55 Gary Swisher, Vice President, Wheels Design, Mattel are measured Victoria Herbert, Director, Color Think Tank, Pantone
August de los Reyes, IDSA, Creative Director, Windows Platform Core Tod Schulman, Vice President, Fashion & Home, Pantone
Innovation Group, Microsoft
Dennis Wixon, PhD, Manager Games User Research, Microsoft
6:00 FUSE networking activity 7:00 End of Tuesday activities
W E D N E S D AY, A P R I L 18 , 2 007: T H E C O N F E R E N C E
8:30 KEYNOTE - Stories from a remarkable life 10:30 The design of dissent: Visually depicting social & political concerns from around the globe
Augusten Burroughs, Critically-Acclaimed Author, “Running with Scissors” Mirko Ilic, Founder, Mirko Ilic Corp.; Co-author, “The Design of Dissent”
9:30 KEYNOTE - Brand Design Maverick Award presentation 11:15 Starbucks - Growing large while staying small
Gael Towey, Chief Creative Officer, Martha Stewart Living Omnimedia; recipient of the 2007 Brand Design Steven Seto, Director, Brand Strategy & Global Insights, Starbucks Coffee Company
Maverick Award 12:00 Lunch
10:00 Networking break & book signing with Augusten Burroughs 1:00 Sweets, tea & java in exhibit hall
Tracks
Begin
DESIGN & CREATIVE STRATEGY & INSIGHTS BRAND & PRODUCT MANAGEMENT
Chair: Debbie Millman, Sterling Brands Chair: Cheryl Swanson, Toniq Chair: TBA
1:30 - House Beautiful: Reinventing an American publishing institution Trend forecasting: What's new & what's next? Effectively branding a service & engaging the youth market: The power of
2:15 Barbara DeWilde, Design Director, House Beautiful Contact Deborah Hatcher at dhatcher@iirusa.com if you'd like to speak in Sugar Mama
this session. Bob Stohrer, Vice President, Brand & Communications, Virgin Mobile USA
2:20 - Outsourcing vs. Insourcing Your Design: Making the Right Decision Design with a twist: A wine and spirit company's new design initiative Developing an effective web presence that's a cohesive component of your
3:05 Contact Deborah Hatcher at dhatcher@iirusa.com if you'd like to speak in Eric K. Doninger, Global Director of Design, Brown-Forman Corporation brand identity
this session. Kofi Brown, Digital Guru, JORDAN Brand (a division of NIKE, Inc.)
3:10 - Evolutionary design: How content grows legs, walks upright and develops the Pass go & collect $200 by stayin' cool in today's youth market: Keeping The Boeing 787 Dreamliner: Revitalizing the Boeing brand by design
3:55 use of language traditional brands contemporary Jeff Robinson, Director, Brand Marketing & Design,
Josh Liberson, Principal, Helicopter Joseph Dzialo, Creative Director, Hasbro Games Group Boeing Commercial Airplanes
Ethan Trask, Principal, Helicopter
4:00 CONCLUDING KEYNOTE - Branding without blanding 4:45 End of FUSE 2007
Paula Scher, Partner, Pentagram; Author, “Make it Bigger”; 2006 Fast Company “Master of Design”
To Re g i st e r, Call: 888.670.8200 Fax: 941 . 3 6 5. 2 5 07 Email: regist e r@ i i r u s a .com Web: www. i i r u s a .co m / b i p d 3
FUSE SPEAKE R SPOTLIG HT
Dale R. Bohnert, Supervisor, 3M Corporate Identity & Design, 3M Alex Lee, President, OXO
Brand/product I love: C.C. Filson Brand/product I love: Patagonia – products designed by lead users with a consistent
Childhood ambition: Landscape Architect point of view
Favorite brand of jeans: Levi’s and Carhartt Childhood ambition: None – I thought I would end up being a doorman
Retreat: Our home standing behind a hot grill holding an ice cold Leinenkugel’s! Favorite brand of jeans: Muji
Zodiac sign: Sagittarius Retreat: Fishing lodge – anywhere really remote
Zodiac sign: Pisces
Kofi Brown, Digital Guru, JORDAN Brand (a division of NIKE, Inc.)
Brand/product I love: The one that I work on – the J, the JORDAN James Ludwig, Director, Design, Steelcase, Inc.
Childhood ambition: To be an architect Brand/product I love: Ox chair by Hans Wegner
Favorite brand of jeans: Akademiks Childhood ambition: To be an inventor
Retreat: Movies Retreat: Das Waldhaus/Ludwig
Zodiac sign: Taurus Zodiac sign: Cancer
Chris Conley, Founder, Gravity Tank
Brand/product I love: Blue Microphones (www.bluemic.com) Christine Mau, Senior Manager, Packaging Graphics, Kimberly-Clark
Childhood ambition: Being an entrepreneur, getting paid for developing new ideas Brand/product I love: Starbucks Cafe Mocha!
Favorite brand of jeans: Levi's, of course. The original Childhood ambition: Don’t laugh, but I desperately wanted to be a designer, and
Retreat: A weekend at our country studio with my wife and 4 year old son specifically to design facial tissue cartons! I just thought they were cool little pieces of
Zodiac sign: Sagittarius color & design scattered around the house that didn’t take themselves too seriously
Favorite brand of jeans: The buttons on the pair I’m wearing say GAP…
August de los Reyes, IDSA, Creative Director, Windows Platform Core Innovation Group, Retreat: A beach, any beach, any time of the year with my family and a few close friends
Microsoft Zodiac sign: Pisces
Brand/product I love: Phaidon
Childhood ambition: Designer Debbie Millman, President, Design, Sterling Brands
Favorite brand of jeans: I don’t wear jeans Brand/product I love: Snow globes
Retreat: Reykjavik Childhood ambition: To be Olivia Newton-John
Zodiac sign: Leo Favorite brand of jeans: Any that don’t make me look fat
Retreat: my iPod
Ronald deVlam, President & Founding Partner, Webb Scarlett deVlam Zodiac sign: Scorpio, as if there was any question
Brand/product I love: Martin guitar
Childhood ambition: To take-over my dad’s company, unfortunately I came of age too Pamela Parris, Director, Marketing, Packaging Division, Blue Ridge Paper Products
late since it was liquidated before I was 11. Brand/product I love: Starbucks
Favorite brand of jeans: Levi’s 501 Childhood ambition: Author
Retreat: Workshop in my basement Favorite brand of jeans: 7 For All Mankind
Zodiac sign: Sagittarius Retreat: Quiet tropical beach
Zodiac sign: Libra
Barbara DeWilde, Design Director, House Beautiful
Brand/product I love: Apple Frank Quadflieg, Director of Marketing, Andersen Windows, Inc.
Childhood ambition: To write for the Dick Van Dyke show Brand/product I love: Number 2 pencils
Favorite brand of jeans: Levi’s Childhood ambition: To be an architect
Retreat: Cafeteria at the new Hearst building designed by Norman Foster Favorite brand of jeans: At my age, any brand that’s comfortable
Zodiac sign: Capricorn Retreat: My studio
Zodiac sign: Taurus
Eric K. Doninger, Global Director of Design, Brown-Forman Corporation
Brand/product I love: Diaper Genie Jeff Robinson, Director, Brand Marketing & Design, Boeing Commercial Airplanes
Childhood ambition: To become an architect Brand/product I love: Yamaha Clavinova
Favorite brand of jeans: Levi’s Childhood ambition: To be an astronaut
Retreat: Cherokee Park (an Olmstead-designed park) in Louisville, Kentucky Favorite brand of jeans: Bullhead
Zodiac sign: Sagittarius Retreat: NY Times crossword puzzle
Joseph Dzialo, Creative Director, Hasbro Games Group
Brand/product I love: Anthropology Bobby Rogers, Director, Corporate Marketing, & Business Development,
Childhood ambition: Become a cowboy Blue Ridge Paper Products
Favorite brand of jeans: Diesel Brand/product I love: Nike
Retreat: The ocean Childhood ambition: Professional Football Player
Zodiac sign: Capricorn Favorite brand of jeans: Levis
Retreat: Secluded Mountain Lake
Victoria Herbert, Director, Color Think Tank, Pantone Zodiac sign: Cancer
Brand/product I love: Oil of Olay
Childhood ambition: Director/producer of film or stage Ashley Rosebrook, Executive Design Director, Packaging & Graphics, Aveda
Favorite brand of jeans: Fiorucci Brand/product I love: I love too many to choose one
Retreat: Spa in the Caribbean Childhood ambition: To be an artist
Zodiac sign: Gemini Favorite brand of jeans: Paul and Joe
Retreat: The Berkshires
Graham Hill, Founder, TreeHugger.com Zodiac sign: Virgo
Brand/product I love: iXi folding bikes
Childhood ambition: Inventor Tod Schulman, Vice President, Fashion & Home, Pantone
Favorite brand of jeans: Loomstate Organic Brand Product I love: Apple iPod
Retreat: Kitesurfing in Maui Childhood Ambition: I use to have a fantasy of being an actor
Zodiac sign: Donkey Favorite Band of Jeans: GStar
Favorite Retreat: Italy
Reena Jana, Staff Writer, Innovation & Design, Businessweek.com and INShort trends Zodiac Sign: Libra
columnist, BusinessWeek
Brand/product I love: Muji, Apple, agnes b, Paul Smith Steven Seto, Director, Brand Strategy & Global Insights, Starbucks Coffee Company
Childhood ambition: To be a journalist Brand/product I love: Mini
Favorite brand of jeans: multiple, from Levi’s to Seven Childhood ambition: Talk show host
Retreat: The Springs/East Hampton Retreat: Anini Beach, Kauai
Zodiac sign: Pisces Zodiac sign: Pisces
What your Zodiac sign says about you...
Aries (21st March - 19th April) Cancer (21st June - 22nd July)
If you were born with the Sun in Aries, you set out with a brave heart, and want it all to Crabs hide in their shells for safety, and will wave their claws at an approaching threat, but
happen right now. No beating about the bush! The world is your oyster, and no-one, but no- get under their soft belly and they can be badly hurt. Cancerians are the same, but they’re
one, is going to mess with you! You can organize, and lead, and in love you’re a real as sensitive to the feelings of others as they are to their own, have creative imaginations,
romantic. “Actions speak louder than words” could be your motto. and they are devoted to home and family. If your Sun is in Cancer, you’ll take care of ageing
parents, and fight for your children against all-comers.
Taurus (20th April - 20th May)
If your Sun is in Taurus, you are peace-loving and reliable, your business will prosper and Leo (23rd July to 22nd August)
you’ll be practical and tolerant. But no-one in their right mind should try and make you The lion is the King of the Beasts, and Leo is King of the Zodiac. His royal presence
change yours. And, just as the bull in the field will charge unexpectedly one day, so the rare demands respect, and he bestows generous largesse on all. Zodiac Lions are like the Sun
rage of a Taurean is fearful to behold. itself, warm and radiant, ready to help great and small, and if your Sun is in Leo you will
give without counting the cost...but you do like to be thanked. No-one is kinder than a Lion,
Gemini (21st May - 20th June) but you can be badly hurt if people ignore or misunderstand you.
You’re friendly, quick-witted, and love playing with words. You’re likely to be found clowning
around or talking on the phone for hours on end. You can stay up with friends till all hours, Virgo (23rd August and 23rd September)
or you’ll try to find out about and understand the latest scientific discovery. Then, when More than anything else, if the Sun was in Virgo when you were born, you not only want to
you’re tired of that, you’ll move on to the next thing. be useful, but you truly are. You study and learn as much as possible, and then put it all to
good practical use, because you can see what needs to be done. You’re not interested in
glory for yourself, you just use your common sense and make sure that the job is well done.
The only drawback is that you may forget to enjoy yourself at all.
4 Tr a n s f o r m t h e f u t u r e .
FUSE SPEAKE R SPOTLIG HT
Heather Sheldon, Director, Marketing Communications, Segway Inc.
Brand/product I love: Starbucks Coffee
Meet the FUSE team at IIR
Childhood ambition: To become an architect Kim Rivielle, Managing Director, Marketing & Business Strategy Division
Retreat: Nantucket
Brand/product I love: Nanette Lepore
Zodiac sign: Aquarius
Childhood ambition: cruise director
Favorite brand of jeans: Page
Retreat: Bubble bath
Ken Sippola, Vice President, Brand Management/Card Design & Program Services, Visa Zodiac sign: Aries
USA Inc.
Brand/product I love: R.M. Williams boots – for superior craftsmanship Jenny Fenig, Senior Conference Producer
and top notch quality Brand/product I love: Coach
Childhood ambition: To become a pro basketball player Childhood ambition: To be a lawyer
Favorite brand of jeans: Levis – I grew up wearing them Favorite brand of jeans: Citizens of Humanity
Retreat: My home in San Francisco Retreat: Yoga
Zodiac sign: Sagittarius Zodiac sign: Gemini
Davin Stowell, CEO, Smart Design Kim Karagosian, Executive Marketing Manager
Brand/product I love: Apple Brand/product I love: Diet Coke
Childhood ambition: To be an industrial designer! Childhood ambition: To own my own hotel called The “Karagos Inn”
Favorite brand of jeans: Banana Republic – a play on words with my last name, Karagosian
Retreat: The farm Favorite brand of jeans: Banana Republic
Zodiac sign: Gemini Retreat: I love to gamble – so either Atlantic City or Vegas!
Zodiac sign: Aries
Cheryl Swanson, Principal, Toniq
Melissa Ashley, Head of Sales
Brand/product I love: Ford Mustang
Brand/Product I love: Haagen Dazs
Childhood ambition: To live on the moon
Childhood ambition: To live on a farm with my best friend and raise all
Favorite brand of jeans: Hate jeans … love skirts
the animals no one wanted
Retreat: Hanging out with “the boys” - my husband and four cats
Favorite brand of jeans: Really really really old GAP jeans
Zodiac sign: Virgo
Retreat: Inside a book
Zodiac sign: Aquarius
Jill Taffet, Department Chair, Broadcast Design & Motion Graphics,
Savannah College of Art & Design Deborah Hatcher, Sales Team Leader
Childhood ambition: Artist Brand/product I love: Chanel
Retreat: Beach Childhood ambition: Psychologist
Zodiac sign: Sagittarius Favorite brand of jeans: Diesel
Retreat: Anyplace near the ocean
Zodiac sign: Taurus
Robin Utay, Director, Creative & Packaging, Cadbury Schweppes Americas Beverages Fiona Hendricks, Meeting Planner
Brand/product I love: Target Brand/product I love: Cadburys
Childhood ambition: To design clothing, which led to design of a lot of my own clothing Childhood ambition: To travel the world
in high school but involved a mix of hand cut and painted items that couldn’t be washed Favorite brand of jeans: Not brand loyal – anything that fits great
and therefore were one time usage! Retreat: Caribbean Island
Favorite brand of jeans: Any jean that accentuates the positive and minimizes Zodiac sign: Cancer
the negative.
Retreat: My parents 5 acre hide away in the piney woods of East Texas
Meghan Faughnan, Marketing Assistant
Zodiac sign: Capricorn Brand/product I love: Franco Sarto handbags
Childhood ambition: Olympic swimmer
Rob Wallace, Managing Partner, Wallace Church Favorite brand of jeans: Buffalo
Retreat: Pool
Brand/product I love: Google
Zodiac sign: Leo
Childhood ambition: Novelist
Favorite brand of jeans: Levi's Betty Lin, Graphic Designer
Retreat: Long Bay, Tortola
Childhood ambition: To grow up
Zodiac sign: Aquarius Favorite brand of jeans: Whatever fits
Retreat: Somewhere quiet
Alina Wheeler, Author, “Designing Brand Identity” Zodiac sign: Scorpio
Brand/product I love: TIVO
Childhood ambition: See Captain
Favorite brand of jeans: Skirts Alex Crow, Head of Delegate Sales
Retreat: SkyLight at High Peaks Brand/Product I love: Arc’Teryx – Outdoor gear
Zodiac sign: Libra Childhood ambition: Fighter Pilot / Army Officer
Favorite brand of jeans: Lucky
Richard Williams, Founder, Williams Murray Hamm Retreat: Dartmouth, Devon, UK
Brand/product I love: Concorde Zodiac sign: Aries
Childhood ambition: To be a race car driver
Zodiac sign: Libra Aloycia Bellillie, Manager, Corporate Group Sales
Brand/product I love: Fendi
Childhood ambition: Doctor
Favorite brand of jeans: Guess
Doug Willmarth, Senior Marketing Manager, Convenience Innovation, Frito Lay Retreat: Marco Island
Zodiac sign: Capricorn
Brand/product I love: Freedom by Blackberry
Childhood ambition: To be a Navy Pilot Terrence Johnson, Delegate Account Executive
Favorite brand of jeans: Has to be Levis – I love a classic
Brand/Product I Love: Nike
Retreat: Gardening
Childhood Ambition: To become rich and famous
Zodiac sign: Scorpio
Favorite Brand of Jeans: Polo by Ralph Lauren
Retreat: Staying home enjoying family life
Dennis Wixon, PhD, Manager Games User Research, Microsoft Zodiac Sign: Aquarius
Brand/product I love: Lotus Elise
Childhood ambition: Have fun Jett Schilling, Delegate Sales Team Leader
Favorite brand of jeans: Black Brand/Product I Love: Apple iPod
Retreat: Never Childhood Ambition: Politics
Zodiac sign: Leo Favorite Brand of Jeans: Seven
Retreat: Running/exercise
Zodiac Sign: Pisces
Libra (24th September - 23rd October) Capricorn (22nd December - 19th January)
You want everything to be harmonious and peaceful. You dislike anything rough or crude, You won’t take risks, but will build your world carefully, step by step, on your own if
and like your surroundings to be balanced and tasteful . Most of all, you want everything to necessary, but with a determination and stamina that will lead others to depend on you with
be fair. You refuse to make snap judgements. Librans are often wrongly called indecisive, good reason, for you will always look after your own.
but you are merely determined to consider a question from all sides before making a
decision; then you surprise everyone with firm action. Aquarius (20th January - 18th February)
You are a friend to all the world. Not only do you love mixing in parties, but you really care
Scorpio (23rd October - 21st November) about the environment and the world at large. You’ll make sure that your household recycles
When you set your mind or heart on something, that’s it. Nothing will dissuade or distract everything, ...you can lose your cool without warning if they don’t...and you’ll love any
you. You’ll dig as deep as needs be to uncover the truth of the matter, however painful, and gadget that will make the world a greener place. This is partly because you love gadgets
you’’ll feel it deeply and deal with it wisely, unless you’re so hurt that you lash out. anyway; you might even invent your own!
Sagittarius (22nd November - 21st December) Pisces (19th February - 20th March)
With your Sun in Sagittarius, you are on a journey. Friendly and adventurous, your gaze is Fish swim in the wide ocean, and if your Sun is in Pisces, you love to lose yourself in the
set firmly on the horizon and beyond. You are the original free spirit. You want to find out for world of dreams and imagination. Super-sensitive yourself, you are tuned in to the needs of
yourself if the grass is greener elsewhere, and you’ll look for the deeper meaning in it all. all around you, and your heart goes out to anyone in trouble. You’re a natural actor, but from
Popular and generous, full of enthusiasm, you answer to yourself and no-one else. a love of playing the part rather than a thirst for the limelight. Changeable and sometimes
moody, you can be a sucker for a hard luck story, and you’re not only easily deceived but you
can deceive yourself. You are more likely to sacrifice yourself for others than any other sign.
To Re g i st e r, Call: 888.670.8200 Fax: 941 . 3 6 5. 2 5 07 Email: regist e r@ i i r u s a .com Web: www. i i r u s a .co m / b i p d 5
M O N D AY, A P R I L 1 6 , 2 0 07 : T H E S Y M P O S I A
Maximize your FUSE experience by registering for the full-day symposia or half-day workshop(s).
If you sign up to attend the symposia, you will have access to all sessions in all three symposia. If you'd prefer to attend a 3.5 hour hands-on workshop, you may register for
one or two of the workshops. You must choose between attending the symposia or the workshop(s). The conference begins this evening with a kick-off keynote presentation.
B1 Global design & brand strategy
8:00 11:55 - 12:40
Registration Network branding 2007: The impact of culture on brands & design
Jill Taffet, Former Senior Creative Director, E! Networks; Department Chair,
8:45 Broadcast Design & Motion Graphics, Savannah College of Art & Design
Greetings from the symposium leader Join Professor Taffet, as she takes you on a visual journey of the best of network
design and branding from around the globe. She will examine how cultural
Eric Ashworth, Chief Strategy Officer, Anthem Worldwide
differences influence both the brand and the design. Professor Taffet is Chair of
9:00 - 9:45 Broadcast Design and Motion Graphics at The Savannah College of Art and Design
and former VP SR Creative Director of E! Networks.
It's all about the process: Balancing the creative with the practical to
Key takeaways
develop a winning global package
• Survey of the best of 2007 network design and branding
William Lunderman, Vice President, Global Strategic Brand Design, • How culture effects design and brand
Colgate-Palmolive • How cable networks handle their brand going international
Managing design on a global scale isn't easy, but in today's world it's essential. The • Design companies specializing in US and global network design and branding
devil is in the details, and the global creative process can by prickly. This session
will talk about how to mastermind a winning global design strategy. Learn how to 12:40
better understand and represent the countries you are designing for. Learn how to
Lunch
overcome the challenges like cultural differences, conflicting design philosophies,
common design language, and creative style divergence.
2:00 - 2:45
9:50 - 10:35 3M brand identity: Enhancements for growth
The role of global design within IBM: Its history, culture, values, and Dale R. Bohnert, Supervisor, 3M Corporate Identity & Design, 3M
The Edge (lead guitar for U2) said it best: "Less is most." Managing and building a
current day success
global, multi-billion dollar brand is difficult enough without scores of visual
Lee Green, Vice President, Brand and Values Experience, IBM identities camouflaging your brand's identity, confusing your customers, and
In the mid-1950's, Thomas Watson Jr., CEO of IBM, launched the IBM Design draining your precious resources. Perhaps it's time to call a "time out" on
Program, retaining Elliott Noyes as IBM's design consultant for product and reinventing the wheel?
architecture. Noyes subsequently brought in Paul Rand, for graphics and Charles
In this session, you will learn how a small core team of 3M'ers have collaborated
Eames for exhibit, film and architecture. Watson became a powerful advocate for
with their external partners and, as a result, begun to turn the tide at 3M. You will
the value of design, not just within IBM but also for all companies. In his now-
learn the power of building a system that is:
famous 1966 "Tiffany" lecture at the Wharton School, Watson declared, "Good
Design is Good Business." These words have echoed for years as a proclamation of • Easy to understand and implement, resulting in savings in time and money for
design value. Lee Green has strived to help IBM regain the design leadership luster both your organization AND (get this!) for your partners externally
it once had under Watson and his prestigious team. He will share the stories that • Easy to teach, resulting in more focused brand activities internally (ie., a brand
illustrate how design has played a strategic role in today's IBM, a globally that everyone in your organization can understand and communicate!)
integrated company. And, share examples of how design and brand is being ... and most importantly ...
leveraged to impact business results. • Easy to recognize and connect with, resulting in heightened brand awareness
and, ultimately, more loyal customers
10:35
2:50 - 3:35
Networking break
Millions of dollars are wasted on design that fails to deliver any
11:05 - 11:50
significant brand growth: New approaches to buying & evaluating design
& getting an extraordinary ROI
Re-Inventing innovation: Forging new consumer experiences through
Richard Williams, Founder, Williams Murray Hamm
revolutionary packaging
Despite the best intentions most brand design fails to engage today's global
Rob Wallace, Managing Partner, Wallace Church consumer. What gives? There are many factors at play and it's challenging to
Re-invention and innovation is only really relevant if it's actualized. True "blue sky" identify the components that really matter. This session will leave you with ideas
thinking may be fun, but it's rarely productive. This talk will help you build a about how to get designs that work.
strategic framework around your innovation process.
Don't miss this session - led by Williams Murray Hamm, a UK-based design agency,
This fast-paced and info-rich talk begins with an analysis of the somewhat iterative twice been named Design Agency of the Year and twice International Design
progression of current package innovation - i.e. "re-purposing" tetra packs for wine Effectiveness Grand Prix winners - about how to get design that provokes
for example - versus developing truly revolutionary new to market experiences. consumer reaction.
Rob Wallace is Managing Partner of Wallace Church, the Manhattan based brand
Key takeaways
identity strategy and design consultancy that launched Gillette Mach 3 and Venus,
• The world of branding is changed forever
rebranded Nestle Lean Cuisine and has led innovation for over 30 major
• Forget everything you've learned so far: icons, logos and 'shelf shout' are old
cpg clients.
fashioned thinking
In this talk, Rob will highlight several new real-world innovation case studies and • Designs that engage, entertain and disrupt deliver extraordinary return on
detail the process and the new market research tools that drove them. He will also investment
provide a perspective on when this level of revolutionary innovation is
most warranted. 3:35
Through this talk, you'll learn how to: Networking break
• Develop a "visual positioning" to inspire and direct new thinking and that will
work across global borders 4:05 - 4:50
• Establish criteria for "innovation relevance" and marketability Hi. Hola. Bonjour. Konnichi wa. Managing multiple languages on your
• Drive the approval process to minimize compromise and "watered down" solutions
package
If you're interested in speaking in this session, please contact Deborah Hatcher at
dhatcher@iirusa.com.
“ B rand is about real value - value in human terms, which doesn't mean only
numbers. It's what people do, usually together, to fulfill an implied promise.”
- Ken Roberts, Chairman & CEO, Lippincott Mercer
6 Design matters.
M O N D AY, A P R I L 1 6 , 2 0 07 : T H E S Y M P O S I A
B1 Packaging innovation & sustainable design
8:00 12:40
Registration Lunch
8:45 2:00 - 2:45
Greetings from the symposium leader Differentiate or die: Connecting the dots to identify undiscovered
Ronald deVlam, President & Partner, Webb Scarlett deVlam business opportunities
Christine Mau, Senior Manager, Packaging Graphics, Kimberly-Clark
9:00 - 9:45 Maintaining a leadership position on an 83-year-old brand demands timely
Pushing sustainability into the mainstream: Making it relevant for innovations that not only meet consumer expectations, but also provide consumer
consumers and customer delight. Led by consumer insights, trend research, gut instinct,
brand objectives and contingency planning, Kimberly-Clark passionately pushed
Graham Hill, Founder, TreeHugger.com
forward to ignite the facial tissue category. This session will walk you through the
TreeHugger was founded on the premise that most people care deeply about the
development of Kleenex® brand Oval carton and inspire you to keep your eyes open
environment but their aesthetical shallowness and busy lives prevent them from
for innovations that are waiting to be discovered.
doing much about it. Instead of fighting to try to change human nature, TreeHugger
has aggregated over 10,000 posts covering modern, sexy, green architecture, Key takeaways
products, transportation, fashion etc.. in order to make it easier to move your life in • Connecting the dots between insights and trends
a green direction yet maintain your modern aesthetic. • Identifying areas ripe for innovation
• Accomplishing differentiation at shelf through unexpected solutions
Key takeaways
• Using contingency plans to make risks more palatable
• New take on environmentalism
• Great examples of green design
2:50 - 3:35
• Challenges of green design
• Building a virtual company Unlocking your brand's potential through an ownable shape
• Moving consumers from knowing to doing Robin Utay, Director, Creative & Packaging, Cadbury Schweppes Americas Beverages
Cadbury Schweppes Americas Beverages is one of the largest producers of soft
9:50 - 10:35 drinks and premium beverages in the Americas. Included in the brand portfolio are
Sustainable packaging solutions: Converting design & development products like Dr Pepper, 7UP, Snapple and Mott's Apple Juice. Innovation is the
driving force for most CPG companies these days. What does it take to get to the
challenges into opportunities
next big idea in innovative structure, shape and design? What will be shared in this
John Delfausse, Chief Environmental Officer, Corporate Packaging, Estee Lauder; session is how Cadbury used the tools, systems and functional expertise within the
Vice President, Package Development, Aveda, Clinique & Origins
organization to creatively, yet realistically stretch the boundaries to get to exciting,
Ashley Rosebrook, Executive Design Director, Packaging & Graphics, Aveda
ownable structures to drive volume.
When Aveda designs and develops a new package, they consider the environmental
Key takeaways
impact first, then design and cost. This session will reveal case studies on how
• Differentiating packaging shape to define the brand and get noticed over
Aveda's design and package development groups work together to meet this
your competition
challenge in today's marketplace. See examples of how design and package
• Start with what you have and leverage what already exists
development collaborate to make sustainable packaging.
• Making your structure ownable
• The role of integration of creative, package design, merchandising and
10:35
engineering that leads to successful avenues for getting your brand to
Networking break move off shelf
• Once you have it out there, what's the next build off of it?
11:05 - 11:50
Business savvy behind sustainable packaging 3:35
Networking break
Randy Boeller, Package Engineering Program Manager, Global Packaging Team, HP
We are moving today to a new level of social and environmental responsibility for
packaging. The buzz words “sustainable packaging” describe that goal. Getting 4:05 - 4:50
there requires us to adopt new strategies and action plans. Using changing consumer trends to inspire profitable
Here are three key points to guide us as we develop sustainable packaging packaging innovation
solutions: Doug Willmarth, Senior Marketing Manager, Convenience Innovation, Frito Lay
1. It is an evolution Consumer change creates opportunities. Profitable innovation starts with
2. It needs reliable data understanding the meaningful unmet needs and wants of consumers. Great
3. It doesn't need a regulatory straightjacket packaging innovation focuses design on delivery against those needs and desires in
Sustainable packaging isn't a marketing tool or a feel-good slogan of the year. a fundamentally better way than competition. This session will draw upon real life
Sustainability is a key factor that packagers can't ignore if they expect to be in examples of packaging innovation that has succeeded by better understanding and
business 10 years from now. meeting the needs of today's constantly changing consumer.
11:55 - 12:40
Finding innovation: Converting an idea into a sellable product
If you're interested in speaking in this session, please contact Deborah Hatcher at
dhatcher@iirusa.com.
“Steady investment in, and commitment to, design is rewarded
by lasting competitiveness rather than isolated successes.”
- The Design Council
To Re g i st e r, Call: 888.670.8200 Fax: 941 . 3 6 5. 2 5 07 Email: regist e r@ i i r u s a .com Web: www. i i r u s a .co m / b i p d 7
M O N D AY, A P R I L 1 6 , 2 0 07 : T H E S Y M P O S I A
B1 Trend identification & infusion
8:00 12:40
Registration Lunch
8:45 2:00 - 2:45
Greetings from the symposium leader Evolution of a brand: Unifying product design & brand communications
Heather Sheldon, Director, Marketing Communications, Segway Inc.
9:00 - 9:45 Segway develops innovative products that move people in a unique way. This
The language of design session will discuss the evolution of Segway's product design and brand
communications, and examine the internal and external influences that shape
James Ludwig, Director, Design, Steelcase, Inc.
brand personality. Learn how you can integrate product design, marketing strategy
In this in-depth session, Ludwig will share his point of view on the current state of
and brand communications to appeal to diverse target markets.
design, and will talk candidly about why the world needs designers, his own design
roots and philosophy, what convinced him to leave his own practice in Berlin to
move to the Midwest, and the guiding principles that inform his work today.
2:50 - 3:35
Learn more about Steelcase's belief that space can become a "cognitive prosthetic" Start a revolution: Viral marketing & branding through in-school
– enhancing the ways information is exchanged, processed, and developed in the promotion
workplace.
Bobby Rogers, Director, Corporate Marketing & Business Development,
Blue Ridge Paper Products
9:50 - 10:35 Pamela Parris, Director, Marketing, Packaging Division, Blue Ridge Paper Products
Soft power: Transformative 21st century design leadership Interested in building a brand through the power of word of mouth, viral marketing
Moira Cullen, Design Director North America, The Coca-Cola Company and in-school promotion? This session will delve into details of Milk Rocks!™, the
first in-school marketing campaign to promote the benefits and advantages of milk
Sticks. Carrots. Or Design.
in paperboard packaging, good nutrition, and a healthy lifestyle by creating
Power is the ability to influence the behavior of others to get the outcome one
touchpoints with kids through music. Kids are discriminating consumers - to gain
wants. In today's emotional economy, design's ability to shape preferences (client
their attention, it is all about finding something with which they can relate and get
and consumer) through the power of attraction is increasingly valuable. Design
excited about.
leadership (tangible and intangible, thinking and making) aligned to shared
Key takeaways
consumer values and business goals, is transformative. It is the soft power of 21st
century brand building. • Creating a viral marketing atmosphere around your package or product
• Developing multi-level connections to ensure marketing success
Key takeaways
• Creating touchpoints with kids
• Articulate the role of intangible assets
• Understanding value innovation
• Leverage design's power of attraction
• Extend design's internal and external credibility 3:35
• Employ new language, tools and success metrics to legitimize design
Networking break
and design thinking
• Build strategic relationships, advocacy and influencing skills
4:05 - 4:50
10:35 Building brands & designing for Web 2.0 audiences
Networking Break Reena Jana, Staff Writer, Innovation & Design, Businessweek.com and INShort
trends columnist, BusinessWeek
11:05 - 11:50 With all of the recent hype of online virtual worlds such as Second Life, real-world
companies and designers are discovering how to leverage the 3D online community
Customization & co-creation: Letting consumers take control
to crowdsource for design ideas; to test market new products before they hit
Ken Sippola, Vice President, Brand Management/Card Design & Program Services, shelves; and to build new audiences among tech-savvy, hip groups. Some major
Visa USA Inc.
brands in Second Life include Toyota, Starwood, and American Apparel. This
Consumer-led innovation is all the rage. This session will delve into how Visa has
presentation will discuss the impact and significance of the move toward branding
harnessed the user-generated content trend. Hear how they have been working with
and packaging in virtual worlds, and will apply case studies from the worlds of
their banking customers and technology partners to offer a consumer-driven online
video games (in-game advertising and product placement as well as avatar shopping
card design application. What are the tips, tricks and potential pitfalls of
for networked games) and social-networking platforms to help attendees learn about
customization initiatives? Attend this session to learn more about the value of
the possibilities of the brave new worlds of Web 2.0.
letting consumers call the shots.
Key takeaways
• Discover how major brands are tapping into Web 2.0 platforms such as Second
11:55 - 12:40 Life to build new audiences and test market new products
Interested in speaking in this session? Contact Deborah Hatcher at • Find out the cost and strategies that have proven most effective to date
dhatcher@iirusa.com. • See a range of existing or recent campaigns, presented with analysis from a
business journalist
“ D r i ve t hy bu sin e ss o r i t w il l dr i ve th ee. ”
- Benjamin Franklin
Who will you meet at FUSE '07?
Job function breakdown Job title breakdown
■ Design/Creative/Art/Graphics = 33% ■ CPG & Manufacturing = 38%
■ Marketing/Strategy/Brand ■ Business Services = 20%
Management = 25% ■ Retail = 10%
■ Packaging/Industrial ■ HC/Pharmaceuticals = 10%
Design/Innovation = 20%
■ Telecom/Technology = 10%
■ Research/Insights/Trends = 12%
■ Financial Services = 6%
■ Business Development/Creative
■ Media = 6%
Services = 10%
8 Start a revolution.
M O N D AY, A P R I L 1 6 , 2 0 07 : T H E W O R K S H O P S
Morning workshop: 9:00 a.m. - 12:30 p.m.
B2 Global package design: A guide to process improvement
Olivier Fischer, PhD., Founder, Ubelix
The creation of packaging content across multiple countries within multiple languages is a • Develop practical steps to:
considerable challenge. Not only do various languages occupy varying amounts of space, - streamline workflow
but tracking translations, staying on top of changes, centralizing versions, obtaining legal - speed delivery
sign-off within respective regulatory regions and coordinating efforts across time zones - reduce costs and
result in a sprawling, complex process that is expensive and error-prone. - eliminate errors
• Automate repetitive tasks to garner efficiencies
This hands-on session will show practical, step-by step tactics and strategies to break down • Develop ROI models to obtain management buy-in
the process of global package design, isolate weaknesses, develop process improvements, • Develop change management strategies to enable teams to embrace new approaches
reduce costs and eliminate errors. Once opportunities for improvement are identified,
streamlined processes can be developed and tasks can be automated in order to provide
About the workshop leader
greater efficiency & accuracy.
Olivier Fischer, PhD, founded Cincinnati-based Ubelix to fill a market need for translation
and localization capabilities within the packaging design industry. Olivier brings to Ubelix
Key takeaways more than 20 years of experience in information systems. He has managed the design and
• Learn how to undertake your own process mapping program technical aspects of Internet launches of major brands at Procter & Gamble, including
• Identify opportunities for process improvement Olay, Febreze, Swiffer, Jif, and Fixodent. Olivier has also taught system design and
analysis, including data modeling using Computer Aided Software Engineering (CASE) tools
at the College of Engineering at The Ohio State University.
Afternoon workshop: 1:30 p.m. - 5:00 p.m.
B3 Going tangible: Moving beyond the analytical to shape successful innovations
Chris Conley, Founder, Gravity Tank; Head, Human-Centered Product Design Department, Institute of Design
Despite dedicating millions of dollars in resources and time on market research, companies • How to use prototypes early and often as a way to generate momentum in your team
still struggle to drive organic growth from new products and services. What no one wants to and seek value and profits from the marketplace.
admit is that you can measure, model and think about the market all you want, but until • How to work on all aspects of your product or service at once and prevent lost
you start talking to consumers and actually making something, it is impossible to know if opportunities during early definition and development.
your idea has value. If only companies used both halves of their brains and worked a bit
• Creating the right environment, both culturally and physically, that drives behaviors that
more like Pixar and a bit less like McKinsey…
more reliably lead to successful innovation.
Join Chris Conley, a pioneer in new innovation methods and the founder of leading design
strategy firm Gravity Tank, as he leads a workshop that will get you working in a
fundamentally different way. Instead of just thinking and talking, he'll show you how to About the workshop leader
delight customers by listening to them, reframing existing assumptions, and creating Chris Conley's consulting, research and teaching has focused on a multi-disciplinary
design-driven solutions that naturally lead to an unfair share of the market. Drawing on approach to business innovation. His groundbreaking work in getting cross-disciplinary
lessons from the creative industries such as animated films and game development, and teams to work together has been recognized by major corporations that have hired him to
using his own experience bringing Gravity Tank's proven methodology to Fortune 500 stimulate the innovation process within their organizations, creating new products and
clients, Chris will help you see how the challenge of working on new innovations can be systems that impact the bottom line. Prior to Gravity Tank, Conley was Director of Global
fun, rewarding and reliably repeated. Design Planning for Motorola. Recognized throughout the industry, Conley was the 2006
Specific topics include: chair of the IDEA/Business Week Awards. He continues to serve as a Professor at the
Institute of Design, where he earned his Masters of Science of Design and engineering
• How to look at what you already know about your market with fresh eyes and creatively
degree. He currently is head of the Human-Centered Product design track at the Institute
reframe what innovation could be in your industry.
of Design.
• How to unleash the latent talent in your own organization and stop outsourcing what
you can do better internally.
M O N D AY, A P R I L 1 6, 2 0 07 : T H E C O N F E R E N C E
Daniel Libeskind, World-Renowned Architect;
Founder, Studio Daniel Libeskind, New York
5:30
Daniel Libeskind is one of the world's most audacious architects. He was
the winner of the architectural design competition for the World Trade
Center site, arguably the most important American architectural project
The importance of in decades, and sure to become one of the most visited destinations in
the world. In a world increasingly dominated by cities, architects have
become the new superstars of the urban realm, with the buildings and
design in the social & spaces they create becoming must-see destinations. Daniel Libeskind is
one of those superstars.
In the last decade, Daniel Libeskind has designed and built some of the
world's most dazzling and innovative public buildings, including the
human experience Jewish Museum in Berlin; the city museum of Osnabrück, Germany; the
Imperial War Museum North in Manchester, England; and the Royal
Ontario Museum in Toronto. He is well known for introducing a new
critical discourse into architecture and for his multidisciplinary approach.
Brilliant without condescension Libeskind brings audiences into a real
discussion on the buildings they want to live and work in, and the kinds
of cities they want to inhabit. This session will open your eyes to how
design can uplift the human experience.
6:30
Conclusion of Monday activities
To Re g i st e r, Call: 888.670.8200 Fax: 941 . 3 6 5. 2 5 07 Email: regist e r@ i i r u s a .com Web: www. i i r u s a .co m / b i p d 9
T U E S D AY, A P R I L 17, 2 007 : T H E C O N F E R E N C E
7:30 Registration 11:30 Tapping into an unmet need in a commodity business:
Making the business case for brand design
8:30 Greetings & perspectives from the conference co-chairwomen
Alex Lee, President, OXO
Debbie Millman, President, Design, Sterling Brands Davin Stowell, CEO, Smart Design
Cheryl Swanson, Principal, Toniq OXO: A Brand Emerging from the Core
In a very short time with minimal but iconic packaging and no advertising, OXO has
9:15 The bad boys of brand design
become one of the most recognized and clearly understood brands of household
Moderator: Debbie Millman, President, Design, Sterling Brands products. From the initial introduction of 15 products in 1990 to over 750 today,
Panelists: Chris Hacker, Vice President, Global Design & Design Strategy, OXO has stayed true to its mission; forever changing consumer expectations for
Johnson & Johnson comfort and performance. Today, the creation of over 90 new products a year
William Lunderman, Vice President, Global Strategic Brand Design, requires discipline without waver to ensure the brand stays true to its origin and is
Colgate-Palmolive
infused in every product down to its core.
Stanley Hainsworth, Vice President, Global Creative, Starbucks Coffee Company
Key takeaways
Shaun Markey, Senior Design Manager, Georgia-Pacific
Ron Jesiolowski, Senior Design Manager, Del Monte • The product experience is the brand
Design Matters with Debbie Millman is an opinionated and provocative talk radio • One goal, many designers-staying on track
show (as many of you listeners know). The show combines a stimulating point of • Resisting temptation to milk the brand
view about graphic design, branding and cultural anthropology. In a business world
dependant on change, design is one of the few differentiators left.
12:15 Are you zagging or lagging?
One of the most successful shows on Design Matters is the “Bad Boys of Design” Marty Neumeier, President, Neutron; Author, "ZAG: The #1 Strategy of High-
Performance Brands" & "THE BRAND GAP: How to Bridge the Gap between
segment. The FUSE event is proud to announce our own version of this show –
Strategy and Design"
“The Bad Boys of Brand Design” – as the official kick-off of the 2007 FUSE
In an age of me-too products and instant communications, keeping up with the
conference. Top corporate brand designers will talk with Debbie about using design
competition is not a winning strategy. Today you have to out-position, out-maneuver,
upstream to strategically build brands. Bring your questions and get involved in the
and out-design the competition. The new rule? When everybody zigs, zag. In his
conversation. It's sure to be an interesting and enlightening start to the conference
recent bestseller, THE BRAND GAP, Neumeier showed companies how to bridge the
distance between business strategy and design. In ZAG, he illustrates the first
10:15 Networking break in the exhibit hall
discipline for building a high-performance brand: radical differentiation. In this
fast-paced, illustrated talk, author and brand coach Marty Neumeier will show you
10:45 Infusing design innovation into business strategy: The P&G journey whether you're zagging or lagging-and what to do about it.
Claudia Kotchka, Vice President, Design Innovation & Strategy, Procter & Gamble
In 2001, A.G. Lafley, CEO of Procter & Gamble, appointed Claudia Kotchka, Vice 1:00 Lunch & focused discussion groups*
President, Design Innovation and Strategy, a new position charged with building
Take advantage of your chance to go in-depth on the topic of your choice during a
Design into P&G's DNA. In this role, she is also known as chief barrier buster and
dynamic lunchtime discussion. Collaborate with FUSE attendees and speakers on
Design Evangelist. She has been busy transforming the way P&G uses design from
innovative ideas to apply in your organization.
primarily executional to strategic.
• Measuring the ROI of design
To maximize the real power of design, the key is to use "design thinking" in every
• Trend forecasting
aspect of your business. This is your chance to hear from Claudia, one of the most
• Innovative packaging materials
inspiring design advocates of our time, a Fast Company Magazine "Master of
• Managing creative intelligence
Design," and a Business Week Magazine "Champion of Innovation."
• Brand differentiation
* Interested in moderating a table discussion? Contact Deborah Hatcher at
dhatcher@iirusa.com.
Concurrent sessions begin. Sessions are 45 minutes each with 5 minutes between sessions for switching. Feel free to bounce around between tracks to design your optimal experience.
DESIGN & CREATIVE STRATEGY & INSIGHT BRAND & PRODUCT MANAGEMENT
Track Chair: Debbie Millman, Sterling Brands Track Chair: Cheryl Swanson, Toniq Track Chair: TBA
2:15 - 3:00 Sessions
Blending art & science to create a modern Measuring success: Quantifying the ROI Creating intense brand loyalty through
bottle design to appeal to a premium of brand identity packaging
audience Alina Wheeler, Author, “Designing Brand Identity” Donna J. Sturgess, Global Head of Innovation,
Yousef Zaatar, Vice President, Global Packaging, Brand identity systems are a long-term investment GlaxoSmithKline
Bacardi of time, human resources, and capital. Each positive Remarkable packaging can create differentiation in
Looking to appeal to an upscale audience? Bacardi experience with a brand helps build its brand equity a category, but more importantly, it can build loyalty
was when it created Corzo, an evolution of tequila. and increases the likelihood of repeat purchasing among product users. Unconventional packaging
Unlike the typical approach to glass bottle design and lifelong customer relationships. A return on leverages sensory elements and consumer
used for tequila, Bacardi desired to blend art and investment is achieved, in part, through making it touchpoints to make the use experience memorable
science to create a luxurious bottle design. The easier and more appealing for the customer to buy, and engaging. Examples of how packaging can work
result: a tequila bottle design like no other. The making it easier for the sales force to sell, and being harder will be shared. Learn more about the novel
bottle - designed by Fabian Baron, one of the most vigilant about the customer experience. Clarity approach GSK uses to integrate packaging into the
sought-after creative directors in the world - reflects about the brand, a clear process, and smart tools for marketing team to create new products to delight
the modern side of Mexican design. Learn more employees, fuels success. consumers.
about the process to create this award-winning Key takeaways Key takeaways
package. • How to respond to decision makers' question: • Competing through packaging
“Why should we make this investment?” • Exceeding consumer expectations
• Developing your own measures of success • Developing packaging based on the "gotta have it
• Understanding the value of incremental change factor"
and focus • Using colors and shapes to create desire
3:05 - 3:50 Sessions
The new breed of designer Lost in translation? Reinventing a century old brand
Ronald deVlam, President & Founding Partner, Speaker TBA, Anthem Worldwide Frank Quadflieg, Director of Marketing,
Webb Scarlett deVlam Business strategy and creativity butting heads? Andersen Windows, Inc.
Dale R. Bohnert, Supervisor, 3M Corporate Identity Translating consumer insights into visual language 1998: Andersen finds itself battling increased
& Design, 3M can keep branding projects on-track strategically competition, industry consolidation and category
Both Dale and Ronald will give their own and help gain alignment in the early stages of a commoditization. On the eve of its centennial, the
perspectives of their role as a designer from both design project. Anthem, along with leading client nation's leading window and door manufacturer sets
sides of the fence. The design function is in the consumer packaged goods space, will out to overhaul the business and ends up
increasingly more strategic rather than executional, discuss how visual translation streamlined the reinventing a brand.
less about pretty pictures more about ROI. The creative process and led to a ground-breaking This is not a presentation on high design or global
session will try to shed light on: design solution. market trends. It is the sweat- induced tale of
• The old role of designer, versus the new role Key takeaways pulling a manufacturing culture out of the branding
• The commoditization of design • Bridging strategy “words” into design meaning dark ages and a testament to the power of the
• The outsourcing of design • Providing direction for a focused creative branding discipline as well as its limitations.
• The end of fees for the design consultant? exploration Key takeaways
• Establishing criteria for evaluating design • Repositioning a brand
• Re-repositioning a brand
• Deploying a re-repositioned brand
• Connecting the brand to a customer experience
• Relevant brand measures
10 Design the future.
T U E S D AY, A P R I L 17, 2 0 07 : T H E C O N F E R E N C E
DESIGN & CREATIVE STRATEGY & INSIGHT BRAND & PRODUCT MANAGEMENT
3:50 - 4:20 Networking break
4:20 - 5:05 Sessions
Design & innovation for financial results: Who's got the green? design leaders discuss Brand portfolio management: Focusing your
A view from the top sustainability. energy to get maximum payout
Don Childs, Chief Creative Officer, laga Moderated by Marie Von Feldt, Vice President, Interested in speaking in this session? Contact
Jay Gouliard, Vice President Package Design & Inwork Deborah Hatcher at dhatcher@iirusa.com.
Development, General Mills Sustainability is the cause célèbre for 2007, posing
Design, as a key driver of business performance, new challenges for the design community. It's more
continues to be held to a higher standard throughout than just a trend, so how are designers responding
the organizations we serve - a standard increasingly to the green mission? Join a distinguished panel of
tied to financial results. laga is committed to taking corporate design and agency leaders as we discuss
a "top-to-top" approach to both defining and issues of how consumer perception and influence,
delivering ROI through innovative design that right-sizing and right-materials for package design
leverages our intimate knowledge of our clients and and the triple-bottom line (economic, social and
[their] channel partners' key issues. Join us for a environmental) are impacting design innovation.
breakthrough dialogue on the "who", "what", "why"
and "how" of a design-for-results case study,
presented by our chief creative officer Don Childs,
our client Jay Gouliard , VP Package Design &
Development at General Mills, and a major retail
channel partner. Together we will deconstruct how
we've delivered against their unique needs, and
promise new takeaway insights that will help spark
greater results in your business.
5:10 - 5:55 Sessions
Mastering the reinvention process: Making emotion work for you: Color first!
The HotWheels story Revolutionizing the way emotion Victoria Herbert, Director, Color Think Tank, Pantone
Gary Swisher, Vice President, Wheels Design, Mattel & desire are measured Tod Schulman, Vice President, Fashion & Home,
Pantone
How does the toy industry stay relevant for today's August de los Reyes, IDSA, Creative Director,
tech-savvy kids? By giving classic brands a high- Windows Platform Core Innovation Group, Microsoft Color is the first thing you remember, and the last
tech twist and introducing all new products that blur thing you forget! Color is key to brand identity, as it
Dennis Wixon, PhD, Manager Games User Research,
the line between toy and tech gadget. This session Microsoft evokes immediate, strong physiological and
will discuss the challenge of stewarding an old- Microsoft Games studios is the leader in applying psychological bonds. Getting color right and keeping
school brand like HotWheels, the emerging modern research techniques to the experience of it consistent is critical in brand development, as the
technologies that will affect the toy industry, and gaming. The results speak for themselves: games right color can lead the consumer down the path of
Mattel's Web strategy. Hear more about designing like Halo, Forza, and Fable. Emotional attachment loyalty. For more than 40 years, Pantone has been
products and ideas that excite a kid's imagination. paves the golden road to product engagement. providing design professionals with the products and
Emotional attachment is the behavior that many services for the colorful exploration and expression
successful products elicit. Design creates stimuli of creativity. The integrity and knowledge that goes
that engage behavior intended to produce the into building the PANTONE BRAND can help to
desired emotions. Assessing the success and the shape your brand and products as well. Unique
ways to elicit these behavior - and measure palettes with focused messages are crucial features
emotional engagement is forged by a partnership of for brand success.
design and it's empirical cohort: user research. Key takeaways
Key takeaways • Insight into the process of choosing the right color
for your brand
• Turn revolutionary research methods into
design results • Knowledge of the psychological messages
conveyed by every color
• A robust theoretical framework for human emotion
• Examples of real-life case studies
• A peek into Microsoft Games and what makes
them click • Solutions for keeping your brand color consistent
on all mediums, anywhere in the world
"Daring ideas are like chessmen moved forward;
they may be beaten but they may start a winning game."
- Johann Wolfgang von Goethe
To Re g i st e r, Call: 888.670.8200 Fax: 941 . 3 6 5. 2 5 07 Email: regist e r@ i i r u s a .com Web: www. i i r u s a .co m / b i p d 11
W E D N E S D AY, A P R I L 1 8, 2 0 07 : T H E C O N F E R E N C E
8:30 Stories from a remarkable life 10:30 The design of dissent: Visually depicting social & political concerns
Augusten Burroughs, Critically-Acclaimed Author, “Running with Scissors” from around the globe
Augusten Burroughs' lectures are a tour de force performance. Not without reason Mirko Ilic, Founder, Mirko Ilic Corp.; Co-author, “The Design of Dissent”
did Entertainment Weekly name Augusten the 15th Funniest Person in America. With the world's economy in a slump, the Middle East's never-ending conflict, and
His live performances are hilarious and provocative, displaying the same dry wit and the on-going war on terrorism, there is a heightened awareness in the world
eye for the absurd that have made his books so wildly popular. A natural and gifted community of the many sides of the numerous issues that both directly and
storyteller, Augusten delves into his own bizarre, disturbing, but ultimately life- indirectly affect our lives. Increasingly, people are feeling powerless and
affirming childhood and young adulthood in a performance that can only be underrepresented because they have no voice.
described as amazing. Howlingly funny and devastatingly moving, Augusten’s
Designers, however, have a voice. They are among the most influential bystanders
lectures inspire audiences to embrace humor, accept difference, overcome
because their skills enable them to communicate a message easily through the Web
challenges, and create the conditions for their own tremendous success. He is one
or through posters and printed pieces. A picture is worth a thousand words and
of that rare breed – a world-class writer who can go from paper to podium without
designers have used this adage to their advantage for years by creating simple yet
losing any of the force, vitality, and sophistication of the written word.
powerful designs that immediately convey the message to the viewer. “The Design
of Dissent,” co-authored by Mirko Ilic and Milton Glaser, focuses on graphic work
9:30 Brand Design Maverick Award presentation that designers have made as a result of social and political concerns. This
Gael Towey, Chief Creative Officer, Martha Stewart Living Omnimedia; recipient of the provocative session will test your visual literacy and political awareness and will
2007 Brand Design Maverick Award challenge preconceptions and assumptions.
What is a Brand Design Maverick? Someone who:
• Isn't afraid to take risks 11:15 Starbucks - Growing large while staying small
• Consistently raises the bar on the quality of work produced Steven Seto, Director, Brand Strategy & Global Insights, Starbucks Coffee Company
• Inspires greatness in their team “We are not in the coffee business serving people. We are in the people business
• Paves the way for future brand designers serving coffee.” This quote from one of Starbucks founders sums up much of what
The producers of FUSE are thrilled to announce that Gael Towey, Chief Creative continues to drive Starbucks global brand vision, growth and innovation. This
Officer of Martha Stewart Living Omnimedia, is the recipient of the 2007 Brand session will share the core values that differentiate Starbucks brand, their product
Design Maverick Award. and service experiences, and how they are leveraging their brand strategy to grow
Apart from Martha Stewart herself, no person has been more instrumental in an increasingly complex, multi-channel global business.
creating and shaping one of the decade's most successful brands than Gael. She is Key takeaways
the founding Art Director of Martha Stewart Living Magazine. For more than 15 • Articulating a motivating and uniquely ownable brand strategy
years, the breadth of Gael's creative direction has expanded with the rapid growth • Fostering a brand and core values-driven decision-making culture
of MSLO. Gael has created a signature visual look and brand identity that • Engaging consumers through human connections, not executing transactions
seamlessly unites Martha Stewart herself, the lessons imparted by the magazine, • Evolving and building the brand to achieve aggressive global, cross-channel
and the product lines released under the Stewart imprimatur. This interview-style business opportunities
session will feature a glimpse into Gael's work and mind. Learn from one of today's
most visionary brand designers. 12:00 Lunch
10:00 Networking break & book signing with Augusten Burroughs 1:00 Sweets, tea & java in exhibit hall
Concurrent sessions begin. Sessions are 45 minutes each with 5 minutes between sessions for switching. Feel free to bounce around between tracks to design your optimal experience.
DESIGN & CREATIVE STRATEGY & INSIGHT BRAND & PRODUCT MANAGEMENT
Track Chair: Debbie Millman, Sterling Brands Track Chair: Cheryl Swanson, Toniq Track Chair: TBA
1:30 - 2:15 Sessions
House Beautiful: Reinventing an American Trend forecasting: What's new & what's next? Effectively branding a service & engaging the
publishing institution Interested in speaking in this session? Contact youth market: The power of Sugar Mama
Barbara DeWilde, Design Director, House Beautiful Deborah Hatcher at dhatcher@iirusa.com. Bob Stohrer, Vice President, Brand &
First published in 1896, House Beautiful is the Communications, Virgin Mobile USA
oldest shelter magazine in the United States. Its If you think you have teens figured out, think again.
mission through the decades has remained The youth market is fickle. How can you effectively
consistent: to publish sophisticated American style. brand and market a service to engage teens and
In 2006, Hearst enlisted a new editor and design compete against bigger players? By speaking to
director to reinvigorate the brand after years of teens in THEIR language on THEIR terms … and by
neglect. The redesigned House Beautiful has putting your brand on top of the service. This
opened up a new conversation between reader/home session will reveal the ins and outs of a Virgin
owner and publisher about what is beautiful now. Mobile's unique program, Sugar Mama, an
Key takeaways interactive initiative that connects teens with brands
that will listen to their ideas.
• Designing a magazine 101
• Everything old is new again Key takeaways
• Communicating with photography • Developing a branding formula that is stronger
• Bringing life into a magazine about how we live from top to bottom
• Driving scale
• Defining and engaging customers
2:20 - 3:05 Sessions
Outsourcing vs. insourcing your design: Design with a twist: A wine and spirit Developing an effective web presence that's
Making the right decision company's new design initiative a cohesive component of your brand identity
Interested in speaking in this session? Contact Eric K. Doninger, Global Director of Design, Kofi Brown, Digital Guru, JORDAN Brand
Deborah Hatcher at dhatcher@iirusa.com. Brown-Forman Corporation (a division of NIKE)
Brown-Forman Corporation has been bringing fine Jumpman23.com offers a 3D luxury showman for all
wine and spirits to the world since 1870. This case Jordan digital communications. Targeting 12- to
study will focus on the company's new design 24-year olds worldwide, it seeks to connect with its
initiative and will highlight a few of the successes as audience in a way that is not only fun and exciting,
well as struggles they have faced in this year-long but also relevant to how they typically engage with
experience. media. This session will go into detail on how to
Key takeaways develop a web site that tells a story all on its own.
• Infusing design into brand DNA and visualizing
brand architecture
• Creating consistent design across consumer
interaction points
• Breaking down internal design silos within Brown-
Forman
• Uncovering design challenges and celebrating
aesthetic breakthroughs
12 Stand out.
W E D N E S D AY, A P R I L 1 8, 2 0 07 : T H E C O N F E R E N C E
DESIGN & CREATIVE STRATEGY & INSIGHT BRAND & PRODUCT MANAGEMENT
3:10 - 3:55 Sessions
Evolutionary design: How content grows Pass go & collect $200 by stayin' cool in The Boeing 787 Dreamliner: Revitalizing the
legs, walks upright and develops the use today's youth market: Keeping traditional Boeing brand by design
of language brands contemporary Jeff Robinson, Director, Brand Marketing & Design,
Josh Liberson, Principal, Helicopter Joseph Dzialo, Creative Director, Hasbro Games Group Boeing Commercial Airplanes
Ethan Trask, Principal, Helicopter Twister's popularity skyrocketed back in 1966 with For most of us, our first experience flying was
Religious beliefs aside, Helicopter doesn't believe in Johnny Carson playing Twister with Eva Gabor on the magical. The view from above, the takeoff, the
creationism. They believe that each project has its Tonight Show. Monopoly turned 70 years old last in-flight service. The Boeing 787 Dreamliner is
own innate genetic structure and that their job is to year …Pictionary is 20 years old …Trivial Pursuit is making the frequent flyer's dream a reality,
render it visible. Known for their award winning 25 years old … Mall Madness debut was back in reconnecting passengers to the magic of flight
design of magazines, books, CDs and web sites, 1988. How does Hasbro Games Group keep its with a flying experience designed to leave you
Helicopter uses design as the stimulus that allows traditional board games relevant to today's iPod- feeling refreshed. Building on the phenomenal
content to evolve organically. Each magazine they crazed youth? launch of the 787 Dreamliner and energized by
work on, every book they design, every web site they bold innovation, Boeing is revitalizing the brand
Key takeaways
code they seek to find its own unique voice. This by design.
• Keeping traditional brands contemporary and
approach can confuse some clients, especially those relevant in the youth market by creating a Key takeaways
who see design as style. But Josh and Ethan have dialogue with kids to infuse trends, pop culture • Understanding who you are
stuck to their convictions with much success. This and technology into product lines • Encouraging relentless and relevant innovation
session will illustrate their unique approach via their • What matters most: Insights into what drives • Designing for brand consistency
prototype and launch of Domino Magazine for Conde purchases from both Mom's and kid's point • Being bold and visible
Nast, as well as their redesigns of Hachette's Car of view • Creating a superior customer experience
and Driver and the Washington Post Co.'s Slate.com • Selling the fantasy: Designing emotional
and maybe one or two other things. packaging using the art of story telling
• The changing roles and challenges of design
management: Big ideas needed
Paula Scher, Partner, Pentagram; Author, “Make it Bigger”; 2006 Fast Company “Master of Design”
4:00
Is it possible to invent and maintain visual brand consistency without boring your
audience to death? Are bland brands the result of branding mantras, and identity
manuals, or are they the result of misinterpretation of the brand mantras and
identity manuals by bureaucratic committees?
Branding Internationally renowned graphic designer and Pentagram Partner Paula Scher
demonstrates how she makes brand visual identities retain their integrity without
becoming bland.
without Blanding Paula Scher is a recipient of the Chrysler Award for Innovative Design, the Beacon
Award for integrated strategic planning and design, 2006 ID, Business Week
medalist for Bloomberg LLP headquarters and Fast Company's 2006 Master of
Design, as well as an AIGA Medalist and member of the Art Directors Hall of Fame.
Scher's work is collected by the Museum of Modern Art in New York, the Georges
Pompidou Museum and Cooper Hewitt. Her career monograph, “Make It Bigger,”
was published in 2002.
4:45
End of FUSE 2007
FUSE is THE destination for brand design leaders: These top companies that have leveraged the power of FUSE
Adams Morioka ConAgra Golf Pride Grips Landis Strategy and Paxonix Schawk & Stamford
Ahold USA Continental Mills Goodwin Design Group Innovation Pennsylvania State Schiff Nutrition
Albertsons Coty USA Graham Packaging Company Landor Employee Credit Union The Scotts Company
Alexander Isley Cuticone Design Group 360 Larsen Design Office Pentagram Shelf Impact
Alticor CVS H J Heinz Co The Launch Point Pepperidge Farm Shell Lubricants
American Greetings Dannon Harland Financial Solutions Leatherman Tool Group Pepsi-Cola Siemens AG
Amorepacific Inc. Daymon Worldwide Harlequin Enterprises Ltd Little Company Periscope Silgan Containers
Ampacet Design Force Hasbro Liz Claiborne Pfizer Skyline
Andersen Windows Design North HDR Architecture LMS Design PH Studio Smart Design
Anthem Deskey Associates Helen's Foods Mary Kay Philip Morris USA SmithKelcey
Australian Gold Deutsch Design Works Hirst Pacific Matrixone Philippe Becker Design Inc Sony Ericsson Mobile
Aveda Diageo Hoefler & Frere Jones McCormick & Company Philips Design Communications AB
Banana Republic Dial Home Depot Mead Johnson Polan & Waski Sorensen Associates
Bayer Disney Design Group HomeDirectUSA Nutritionals/BMS Powerbar Sports Illustrated/Time Inc
Black & Decker dossiercreative Imperial Sugar Company Melcher Media Prince George's County Sprint
Bluedog Design Dow-Inclosia In-Spiration Merial Public Schools Stapley-Hildebrand
Boise Paper Dow Industries In-Sync Consumer Insights method Printpack Step Inside Design
Brand Engine Dragon Rouge Integrated Marketing Group MGA Entertainment Procter & Gamble Sterling Brands
Brandesign DuPont Interbrand Microsoft Corporation Product Ventures Stull Technologies
Brandweek Magazine DuPuis Inwork Midwestern Pet Foods Quaker Oats Sun Chemical
BrandWizard Dura-Fibre Jockey International Milkshake Media Qumas Symantec
Brown-Forman Eastman Chemical Company John Silva Miller Brewing R J Reynolds Tobacco Syngenta
Bruce Hager Eastman Kodak Co Johnson and Johnson Milliken Chemical Radica Games Tabletops Unlimited
Cadbury Schweppes Elias Arts Joico Laboratories Milton Glaser Inc Red Tettemer Target
Calphalon Engelhard Jupitermedia Moskowitz Jacobs Redscout Toniq
Campbell Soup Entegris Kaiser Permanente Mozaic Regions Financial Corp Totes Isotoner
Case Logic Enterprise IG Karacters Design Group Narita Associados Design Respironics Trend House
CB Fleet Co Fast Company Magazine kate spade & JACK SPADE Nestle Retail Product Group Turner Duckworth
CCL Container Fitch Kids II Newell Rubbermaid Rich-Seapak Corp Unilever
Chase Design Group Frito Lay Kimberly Clark Nike Ringling School Of Art United* Design
Checkmark Communications Futurebrand Kodak Nintendo Design US Postal Service
Chervon North America G2 Kohler Company Nokia RJ Reynolds & Tobacco Vangard
Cheskin GE Healthcare Kohls OC Tanner Roz Goldfarb Associates Visa USA
CIBA Vision General Electric KOLE Imports Office for Metropolitan Rubbermaid Wallace Church
Coca-Cola North America General Mills Kolher Architecture Safeway The Weather Channel
Colgate Palmolive Ghiraradeli Chocolate Kraft Foods Package Design Magazine Sanford Software Solutions Webb Scarlett deVlam
Communique Marketing Glue Dots Intl. Kwait Associates, Inc. Pantone Sara Lee Bakery Group Welch's Foods
Comp24 GMI laga Paradyszmatera Schawk Williams-Sonoma
To Re g i st e r, Call: 888.670.8200 Fax: 941 . 3 6 5. 2 5 07 Email: regist e r@ i i r u s a .com Web: www. i i r u s a .co m / b i p d 13
S U P P O RT E R S
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Anthem Worldwide, is the only truly globally integrated strategic design firm. With over 300 designers, strategists and managers in 12 studios
around the world, we work collaboratively to provide world-class brand strategy, design and account management. Our network approach
ensures that we apply the best capabilities and talent to create strategically and culturally appropriate branding solutions that resonate
beyond borders. As a Schawk strategic design firm, our capacity to create, deploy and extend brands globally is unmatched. Anthem currently
has offices in Chicago, Cincinnati, Los Angeles, New Jersey, New York, St. Paul, San Francisco, Shenzhen, Singapore, Sydney, Toronto and
York. Anthem_s parent company, Schawk, is the world_s largest and most experienced brand imaging and packaging consultancy.
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The Color Association of the US (CAUS) has long been a leader in determining color trends, forecasts and color application. Members know that
information provided by CAUS can give them a competitive edge, guiding them to the most popular and effective colors for use in their
products and promotional materials. The Associations' staff works as consultants on special projects to establish appropriate color cues and
identities, taking into account the role of color psychology and symbolism in the application of color. Located in New York City, the
Association houses archives that goes back 88 years. Contact us at: The Color Association of the US, 315 West 39th Street, Studio 507, New
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Comp 24 creates high end 3D mock-ups, comps and shortrun prototype packaging in quantities from 1 to several hundred for production
standards, presentations, marketing, photography and T.V. advertising. Comp 24 partners with designers, creatives, marketing and brand
people to help them touch, see and hold their actual package in as many variations and as they can think of. We can print on virtually any
substrate including foils and shrink film. Visit comp24.com for more information.
Graphic Design: usa celebrates over 40 years of a solid and established track record of serving the creative business market. They are the only
monthly trade magazine, reporting news, people, events and products within a clean, accessible and award winning design.
Gravity Tank is a design strategy firm that collaborates with companies on their most demanding innovation challenges. Clients work with
them to develop new growth strategies, to create new product and service concepts, and to solve tough business problems. All of Gravity
Tank's work blends deep research, sharp strategy, and beautiful design. Visit www.gravitytank.com.
For over 15 years Inwork has been partnering with our clients to support their design initiatives. We are the human face of a technology-
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opportunities - raising the bar on how comp services can support design development.
laga is a design and innovation firm specializing in creating solutions that drive brand value. For nearly 60 years, LAGA has partnered with
many of the worlds' most successful and respected consumer marketers to innovate and package brands that capture the hearts and minds of
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Partnership®, a global marketing and design resource throughout Europe, South Africa, the Pacific Rim and the Americas. For more
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Since 1994, Packaging World has been covering the business of packaging with the most experienced publishing team in the field. From food
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keeps readers, from vice presidents of marketing to brand managers to designers, current on leading-edge strategies that produce winning
packaging.
Webb Scarlett deVlam (WSdV) is a different kind of brand design consultancy, uniquely combining predictive consumer insight with 3D
innovation, branding and retail impact. Founded in 1992, our multifaceted team has offices in Chicago, London and Sydney. We create
innovative solutions to brand opportunities, solutions that are both motivating for consumers and commercially practical. Consumers get
emotional and rational benefits; brand owners get long-term brand growth secured by defendable intellectual property, powerful brand values
and improved consumer relationships. Our technical ability and resources mean implementation is easy and fast. Our ideas are real world
ideas. WSdV's work spans a wide array of categories from beauty care to personal care to automotive. We have worked on notable brands
including Olay, Tide, CoverGirl, Crest and Downy for Procter & Gamble; Samual Adams Boston Lager and Sam Adams Light for The Boston
Beer Company; Gillette Series, Tag, and Satin Care for Gillette; and the Mobil1 brand for ExxonMobil.
inspire shape ignite unite refresh RESULTS
Showcase your expertise to 600 brand design leaders
Great conferences are hard to find. If you're looking to elevate your visibility with key industry players,
you have found the event that can help. FUSE is consistently overflowing with people who are looking for
new solutions and ideas. Opportunities are endless, but spots are limited … so make contact today.
This is your chance to shine.
14 Good design is serious business.
R E G I S T R AT I O N I N F O R M AT I O N
✁
Register by January 12, 2007 and save up to $500
Please complete + return by h Mail: Customer Service, IIR - NY % Phone: 888-670-8200 ok E-mail: register@iirusa.com
one of the following methods: P.O. Box 3685, Boston,
• Fax: 941-365-250 f Web: www.iirusa.com/bipd
MA 02241-3685
Please register the following delegate(s) for FUSE: Brand Identity & Package Design (M1907) (please photocopy this form for additional delegates)
Name: Title:
Company: Approving Manager:
Address:
City: State/Province:
Country: ZIP/Postal Code:
Email:
Telephone: Fax:
❒ Please charge my credit card:
❒ Visa ❒ MasterCard ❒ American Express ❒ Diners Club ❒ Discover
Card number:
Exp. Date: Signature:
❒ Payment enclosed ❒ Please bill my company P.O. #
Please indicate which events you will attend (see pricing grid below): Important information about package options
❒ The conference & the symposia We know you want to have a choice. That's why we've created several different options for
❒ The conference & 2 workshops you to choose from. Please note the following about the different formats and the
schedule of events. Enjoy designing your ideal conference experience.
❒ The conference & 1 workshop
• The symposia take place on Monday, April 16 from 8:45 a.m. - 4:50 p.m.
Please indicate which workshop you will attend on Monday (select 1)
Sign up to attend the symposia and get access to sessions in all three symposia.
❒ Global package design: A guide to process improvement (M1907B2)
• The conference begins Monday, April 16 at 5:30 p.m. and concludes Wednesday,
❒ Going tangible: Moving beyond the analytical to shape successful innovations April 18 at 4:45 p.m.
(M1907B3) • The workshops are held on Monday, April 16. One is held in the morning and one is
❒ The conference only (M1907C) held in the afternoon. You must choose between attending the symposia and the
❒ The symposia only (M1907B1) workshop(s).
Incorrect mailing information
If you are receiving multiple mailings, have updated information or would like to be
removed from our database, please contact our database department at (212) 661-3876
or fax this brochure to her attention at (419) 781-6036. Please keep in mind that
amendments can take up to six weeks. M1907
Payments Hotel reservations
Payment is due within 30 days of registering. If registering within 30 days of the event, FUSE is moving to a beautiful event space - Pier 60. Pier 60 is fabulous, but it doesn't
payment is due immediately. Payments may be made by check, Visa, MasterCard, Discover, have hotel rooms … so we have reserved hotel rooms at two trendy hotels - the SoHo Grand
Diners Club or American Express. Please make all checks payable to the “Institute for and the Tribeca Grand. Reservations for the program can be booked by either calling the
International Research, Inc.” and write the name of the delegate(s) on the face of the reservations department directly at 212-965-3000 or by visiting www.iirusa.com/hotel to be
check, as well as our reference code: M1907. If payment has not been received prior to directed to the reservations page for each hotel.
registration the morning of the conference, a credit card hold will be required. If guests are calling in their reservations, they will need to identify themselves as guests of
the "IIR FUSE" group to access the group rates. They will then need to choose between
Group discounts available either the SoHo Grand or the Tribeca Grand. If guests are booking reservations online, they
Send your whole team and take advantage of the team-building opportunities. For more need to visit the address for the appropriate hotel.
information, contact Aloycia Bellillie at 212-661-3500 x3702 or abellillie@iirusa.com.
Getting to Pier 60
Dates FUSE will provide bus service to Pier 60 for all attendees staying at the Tribeca Grand and
April 16 - 18, 2007 the SoHo Grand.
Conference venue Cancellations
Pier 60, Chelsea Piers Should you be unable to attend for any reason, please inform IIR IN WRITING 10 business
23rd Street at Hudson River days before the conference and a credit voucher for the full amount will be issued. If you
New York, NY 10011 prefer, a full refund less a $395 non-refundable deposit will be issued. No refunds or
www.piersixty.com credits will be given for cancellations received after 10 business days before the
conference.
Hotel venue
Substitutions of enrolled delegates may be made at any time. Please indicate upon
Tribeca Grand SoHo Grand
registration whether you are eligible for a discount. No two discounts can be combined. If,
Two Avenue of the America 310 West Broadway
for any reason, IIR decides to cancel this conference, IIR does not accept responsibility for
New York, NY 10013 New York, NY 10013
covering airfare, hotel or other costs incurred by the registrants. Program content subject to
change without notice.
Standard & onsite registration
Conference packages & fees Register by January 12 Register by February 16 Register by March 23
The conference & the symposia (Monday morning - Wednesday) $3290 $3490 $3590 $3690
The conference & 2 workshops (Monday morning - Wednesday) $2895 $3095 $3295 $3395
The conference & 1 workshop (Monday - Wednesday) $2545 $2745 $2945 $3045
The conference only (Monday evening - Wednesday) $2095 $2295 $2495 $2595
The symposia only (Monday) $1495 $1495 $1495 $1495
Discount guide
If you are You are eligible for the following discount:
A member of CAUS (a discount code is required) 15% off the standard & onsite rate
Sending 3-6 people from your company* 15% off the standard & onsite rate
* all registrants must sign-up at the same time
Sending 7 or more people from your company* 20% off the standard & onsite rate
To Re g i st e r, Call: 888.670.8200 Fax: 941 . 3 6 5. 2 5 07 Email: regist e r@ i i r u s a .com Web: www. i i r u s a .co m / b i p d 15
11th Annual PRSRT STD
U.S. Postage
PAID
IIR
Brand Identity & Package Design Conference
708 Third Avenue, 4th Floor
New York, NY 10017-4103
11th Annual
Brand Identity & Package Design Conference
advancing the synergy of strategy, design & brand innovation
April 16 - 18, 2007, Pier 60, Chelsea Piers, New York City
FEATURING:
Claudia Kot c h ka Daniel Libeskind Au g u st e n Gael Towey
Vi ce Pre s i d e nt Winner of the B u r ro u g h s Chief Creat i ve Office r
Design Innovation World Trade Ce nter C r i t i ca l l y-Acc l a i m e d M a rtha St ewa rt
& St rat e g y Re-design Co m p e t i t i o n Au t h o r, “Running with Living Omnimedia
P r o cter & S c i s s o r s”
Gamble