The Magnificent Seven

Christian Schroeder,
Managing Director, Landor Hamburg

The presentation focuses on the Landor philosophy on the seven elements to a successful branding program. It discusses understanding the market place, defining your special difference, determining the brand architecture, planning the brand universe, bringing your brand to life, internalising and managing it.

Designing Corporate Brands: Toward A Unified Theory

Tony Spaeth,
Independent Identity Consultant
Tom Vanderbauwhede,
Managing Director, Lemento Antwerp

Suppose we can identify all factors that can motivate identity change—the Drivers. We can also describe all the creative strategies, all the basic tactical choices that are available to effect identity change. Can we then plot tactics against drivers, to better understand what usually works best and why? If we could build a ‘matrix’ like this, and populate it with case histories, we would have a tool to educate clients, consultants and designers. A tool for planning, sourcing and staffing rebranding programs.

3D Branding

David Davis,
Design Partner, Minale Tattersfield

What criteria should be considered when brands are represented in the physical world, as opposed to print or online? This presentation describes issues related to visibility, colour, paint, materials, lighting, and managing maintenance, illustrated with examples from oil, banking, automotive and telecom industries.

Managing Perception

Alina Wheeler,
Brand Identity Champion

Wheeler maps out a disciplined and collaborative process, addresses decision-making and critical success factors, and showcases trends, tools and best practices used by branding teams from three continents.

What Good Is Your Brand Book

Marius Ursache,
Chief Creative Officer, Grapefruit

Why do you need a brand identity manual, how you should do it and how do you make sure it is read and used.

Essential Rules for the Successful Implementation of a Corporate Brand

Shahar Silbershatz,
Managing Director, Karakter

You've made a decision to develop your corporate brand, convinced your internal stakeholders, and identified the right agency. Now that the agency has created a strategic platform and a visual identity that you're happy with—what do you do next? This presentation will focus on the pitfalls to be avoided and success drivers to be considered when implementing a new corporate brand in an organization: from the consistent roll-out of the visual identity, to the proper delivery of a new promise in actions and behavior. The presentation will include the do's and don'ts for getting maximum value from a corporate branding process.

Architectural Design and Branding

Konstantinos Tsakonas,
Architectural Design Researcher, MIT

Brand consultants who learn how to leverage the value of architectural design in the branding process can create value for their clients. Learning, then, how to measure the impact of using architectural design in the branding process is key in a successful brand audit that can justify investment.

Don’t Underestimate the Brand Audit

Ştefan Liuţe,
Strategy Director, Grapefruit

A brief look at what needs to be planned and thought about when conducting a brand audit so that both the client and the agency know what they're up to and what to expect of it.

Face It. Keys to Success

Dan Reynolds,
Editor/Designer, Linotype
Arash Shahidi,
International Sales Manager, Linotype

In a dialogue concerning your brands’ success, Linotype reveals the key Corporate Type factors to consider. Through a quick succession of tests, real-life examples and case studies, your business will be discussed and burning questions will be answered, both from the commercial side as well as from the creative point of view.

Sponsors

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