Issuu on Google+

Simon Bolton Enterprise IG

Michael Peters Identica

Rodney Fitch Fitch

Charles Wright Wolff Olins

March 16–17, 2007 International conference on branding Ken Cato Cato Purnell Partners

Simon Glynn Lippincott Mercer

Jasmine Montgomery FutureBrand

Eli Vlessing Total Identity

David Carson David Carson Design

Sophie Romet Dragon Rouge

Moscow, Holiday Inn Lesnaya Dominique Specht Interbrand Zintzmeyer & Lux

James Sommerville Attik

Duncan Daines Landor Associates

Arne Brekenfeld MetaDesign

Nonstandard brand strategies World best branding agencies experience Experience of brands, which became the market leaders, demonstrates that non-standard brand strategy and its implementation is the key of their success. For the first time in Russia twelve top

managers of leading branding agencies will share their unique experience with you. Don't miss this unexampled event and learn from the best experts in the field of branding!

www.hibrand.ru


Date and location of International conference

Who should attend this:

Moscow, March, 16-17, 2007, Holiday Inn Moscow Lesnaya hotel, Grand Ball Room conference-hall

-

Organizer of the conference Identity magazine – the first Russian magazine on branding and commercial design. Mission of an edition is an open and civilized branding and commercial design market forming in Russia. Identity editorship collaborates and receives information straight from world leaders in the field of brand-consulting and commercial design. Right after first issue came out (the end of 2004) Identity magazine was called the debut of a year in the field of advertising and marketing by famous Russian site devoted to this topic – Sostav.ru. In 2005 Identity magazine was nominated at Brand of The Year/EFFIE contest in Media category. In 2006 the magazine joined ICOGRADA Design Media Network. Identity founder and publisher is ArtGraphics.ru design-studio. It was found in 2000 and the present day is one of the leaders of brand-consulting and commercial design in Russia.

The Organizer

Global Media Partner

Official Printing House

Official Information Partners

Information Partners

FMCG manufactures Retail companies Companies which work with real estate Auto makers Pharmaceutical companies Investment and insurance companies Banks PR Agencies Creative and consulting companies Business press Brand-consulting agencies

Invited VIP guests: Moscow city administration representatives, Russian government members, Chamber of Commerce and Industry of Russian Federation experts, largest Russian and foreign companies top-management.

HiBrand Party Sponsor

Sponsor

General Media Partner

Intellectual Partners

General Information Partners

Support ТPP RF

General Internet Partner

Web-Development Partner


Agency and Brand Partnerships: A Crucial Relationship in Creating BuzzedAbout Product

Rita Rodriguez, Simon joined Enterprise IG as the Global CEO earlier this year. Prior to joining Enterprise IG, Simon was CEO of JWT UK and Ireland. He was instrumental in creating a vision for the agency which translated into outstanding business performance and creative output. In 1995 Simon joined FCB Worldwide as regional director of South East Asia, taking the lead responsibility in building the agency’s network across Malaysia, Indonesia, Singapore and Philippines. By 1999 he was appointed President and CEO of FCB San Francisco, moving to the US west coast and managing key clients such as Amazon.com, AT&T, Blue Shield, Compaq and Panasonic. Born in London, Simon has a BA in History and Philosophy. He started his professional life at Ogilvy & Mather in London, where his first accounts were Avon and Spillers dog food. He later graduated to American Express where he ran a integrated communications assignment across Europe, Middle East and Asia. Enterprise IG is the leading global brand agency with over 550 staff in 22 offices around the world. Part of the WPP group, Enterprise IG has over 35 years experience partnering with many of the world's most renowned businesses – helping them define, evolve and build their brands around the world. At Enterprise IG we help harness and realize the Compelling Truth, which is at the heart of every great brand. A truth so powerful that it inspires employees, engages customers and energizes your marketplace – creating significant competitive advantage. Using our integrated skill set of strategy, design, and engagement we ignite brands by defining, visualizing and bringing to life the compelling truth for everything a company says and delivers. By doing so, we help companies realize the full potential of their brands.

Rodney Fitch – CBE, PP D&AD, PPCSD and founder of Fitch. Rodney is also Deputy Chairman of the University of the Arts, London, helping to manage Europe's largest collegiate university of the arts; he has served as a member of the Council of the Royal College of Art and as a past President of the Designers and Art Directors Association and of the Chartered Society of Designers. In 2006, Rodney was inducted as an ISP Legion of Honor, the most prestigious award an individual can receive in retail design. He has been a trustee of the Victoria & Albert Museum and is now Chairman of V&A Enterprises, the museum's commercial business. He was awarded a Commander of the British Empire (CBE) in 1990 for his influence on the British design industry. Fitch is a renowned international design and branding agency with over 40 years expertise in all things retail. The company has 19 studios in 11 countries, employs 450 people and is part of the WPP Group. Fitch offers unique global insights into consumer trends, shopper behavior and retail design and branding. The agency enhances the lives and experiences of consumers across multiple points of interaction through strategically-led, multi-disciplinary design. Fitch's clients: DHL, Amazon, Bentley Motors, Best Buy, Boeing, BP and others.

Simon Bolton Worldwide CEO Enterprise IG

Entrusting your brand to agency is like sending your child away to school – you know it's for the best, but it's tough to let go. Simon Bolton, discusses how strong brand agency-client partnerships help to grow brands and sales across markets. He will point to case studies of successful partnerships between agencies and brands.

How does design form consumer experience and retail In the real world, consumer goods and services are distributed through the retail sector – shops and increasingly online. In virtually every market retail brands grow in domination and increasingly own more of the consumer brand loyalty. This talk will illustrate and discuss this transfer of brand equity and what impact this may have in the emerging Russian market place.

Rodney Fitch CBE, PP D&AD, PPCSD and founder Fitch

In particular: · Consumer in charge – a change from the command economy to the economy where consumer is a «god» · Retaining as the most competitive industry – what a company needs to do to stay ahead of the game · Innovative design for retail – flexible, adaptable solutions


Towards earning brand trust – the brand building framework in action What is brand trust? Arguably, the most critical, strategic component of corporate image and brand. The more a corporation is trusted, the more favorably its products and services are considered. Brand Trust is the function between Corporate Citizenship (the interaction between the company and society) and Market Performance (the essential interface with customers and stakeholders in the delivery of products/services). Pulling on industrial branding success stories such as BP, Duncan Daines, Senior Client Director of Landor Associates' London office will demonstrate why building and managing your brand is critical to your business success.

Duncan Daines is a senior client director at Landor in London. Since joining Landor from British Airways, Duncan has been responsible for developing and managing branding initiatives on behalf of Landor's clients in the areas of digital communication. This includes consulting on and developing a wide range of digital brand management tools, through to developing bmi british midland's in-flight entertainment system. Duncan is currently involved in implementing brand management tools with BP and RWE. Duncan has helped to build some of the world most powerful brands for over 15 years. Duncan is a key member of Landor London's management team, having worked at the agency for over 10 years. In his time at Landor, Duncan has led accounts including BP, Innovene, Gulf Air, TNK-BP, TNK Lubricants and Volvo Trucks.

Duncan Daines Senior Client Director Landor Associates

Create stronger brands in Russia

Charles Wright is a director of Wolff Olins main board. He joined Wolff Olins in 1987 and became managing director in 1991. His clients have spanned a variety of sectors but tend to be international in scope and to cluster in the service area. This includes tourism and entertainment as well as more traditional sectors like telecom and finance. Before joining Wolff Olins, Charles worked as a planning manager for Pepsi and as a management consultant with PA Strategic Services and Accenture. Charles trained in finance after graduating from Oxford University. Charles is a regular commentator and has spoken on branding at events organized by Goldman Sachs, Merrill Lynch, BDO, Mercedes and several public conferences.

Russia needs brands that can compete and win against the best brands in the world. The process to create competitive brands requires serious thought and serious investment. It requires commitment and imagination. Here are some good practical suggestions on how to do it.

Charles Wright European Managing Director Wolff Olins

Using brand to create the customer experience Traditionally, in the product world, brand focused on communications, and was seen as a part of marketing. Today, in the more service-oriented world, brand focuses also on the customer experience: marketing is a part of brand, not the other way around. Brand provides the basis for creating and delivering a strong customer experience that is recognized and valued by customers, and hard for competitors to copy. But it requires new thinking and execution, from both marketers and general management.

Landor Associates is currently Design Agency of the Year (Marketing magazine) and is the world's leading branding and design consultancy. Founded by industry pioneer Walter Landor in 1941, Landor has a rich heritage of brand strategy and design leadership. Partnering with clients, Landor drives brand-led business transformation. Landor's holistic approach to branding builds upon the combined rigor of disciplined thinking and process and exceptional creativity. Landor's work spans the full breadth of branding services, including but not limited to brand positioning, brand asset management, brand architecture, brand research, brand valuation, brand engagement, brand experience, corporate identity design, packaging design and naming. With more than 24 offices in 16 countries, Landor has an unrivalled client portfolio and works with organizations such as S7, TNK, BP, Procter & Gamble, Diageo, Kraft Foods International and PepsiCo. Landor is part of WPP, one of the world's largest global communications services companies.

Wolff Olins is recognized as one of the most influential brand consultancies in the world. Founded in 1965, the consultancy stands for entrepreneurial creativity and original ideas. Its work has a pivotal impact on business success and a transformational effect on markets. Wolff Olins employs 180 people in Europe and North America, represents 27 nationalities and speaks 22 languages. Clients include Unilever, Beeline, Manpower, GE, Tate, Sistema Telecom and London 2012. Wolff Olins belongs to Omnicom Group.

Simon Glynn is a senior partner with sixteen years of consulting experience for clients worldwide. Based in London, he specializes in brand strategy, execution and branded customer experience, linked to business strategy, customer strategy and organization. Simon's work has included refocusing product and service strategies around the brand factors that truly drive demand in the market; developing new brand positioning; redesigning organizations to reconcile local autonomy with shared brand values; developing communication strategies for customers, investors and employees and quantifying the market impact of brand initiatives. His clients have included Aviva, AOL, BT, Centrica (British Gas), DP World, Mashreqbank, The Carbon Trust, The Climate Group, MTV Networks, Swisscom, Virgin Atlantic and Vodafone. Simon has an M.A. in physics from Trinity College, Cambridge, UK.

Simon Glynn Senior Partner, Lippincott Mercer

Lippincott Mercer is large brand-consulting agency in USA and one of the most strong and trustworthy worldwide. It provides services in the field of brand strategies, naming, brand identity, interactive communication, sensory branding and packaging design. The agency belongs to Mercer Consulting Group. The clients: Bank of New York, Nissan, Chevron, Ameriprise Financial, Citizens, Infinity, and McDonald's.


Ken Cato is an Australian designer with an international reputation. Cato's work encompasses all facets of corporate and brand management and design. His philosophy of design is dynamically holistic, providing the synergistic solutions that produce positive results. As a graphic designer, his work has earned him an international reputation. He has won numerous international and Australian design awards, and his work is represented in museums and galleries throughout the World. He is a long-standing member of Alliance Graphic International and is a past AGI President. He currently holds the position of Director of Education. The World's largest student design conference was founded by Ken Cato in 1991. Now approaching its 15th year, AGIdeas attracts annually over 2000 young designers from around the World. In 1995, Ken was awarded the first Australian Honorary Doctorate of Design from Swinburne University and was inducted into the 'Hall of Fame' of the inaugural Victorian Design Awards. Ken is a foundation member of the Australian Writers and Art Directors Association, a member of the American Institute of Graphic Arts, ICOGRADA, Design Institute of Australia, Australian Marketing Institute, Industrial Design Council of Australia, and is Patron of the Australian Academy of Design. Ken is also an acclaimed author and has written numerous books. Cato Purnell Partners was founded in Melbourne (Australia) in 1970. It has offices in Sydney. Cato Purnell Partners, established in Melbourne in 1970 and with offices in Sydney, Brisbane, Perth, Wellington, Buenos Aires, Barcelona, Santiago, Guadalajara, Mexico City and representative offices in London, Mumbai, New York, Singapore, Tokyo, Taipei, Dubai and Guangzhou. Cato Purnell Partners is the largest design company in the Southern Hemisphere. Spanning 35 years of award winning work in Australia and internationally, their breadth of experience and success is unrivalled.

Jasmine Montgomery joined FutureBrand in 2003. She is Deputy Manging Director and Head of Strategy, responsible for supporting key clients in brand strategy, naming and identity projects. Prior to joining FutureBrand she was VP Group Branding and Marketing at DBS Bank in Singapore in charge of overseeing the implementation of a new brand positioning and identity for this leading bank in the region, working closely with FutureBrand's team on the project. Whilst with the bank, Jasmine was responsible for renaming the corporate umbrella brand in Chinese, developing an on-line financial planning tool, working closely with Mastercard on product innovation for the bank and defining the brand architecture for the group. Prior to this Jasmine spent two years at Interbrand advising Starwood on hall marks service innovations for Sheraton. She also worked for GM, Sparq, BMW and Credit Suisse and spent four years at Fitch in London advising Royal Doulton, Procter and Gamble, BT, Cyprus Popular Bank, Barclays and ING's Post Bank and Bank Silenski. Earlier in her career she worked as team leader in the fields of qualitative and quantitative research at Hall and Partners and Millward Brown International. Jasmine obtained a BA in Fine Arts from Harvard University in 1994. FutureBrand is global leader in brand consulting and design. In 20 offices around the globe, FutureBrand offers an unparalleled level of business-focused strategy, expert design and execution and the relentless delivery of solutions that produce recognized, tangible results for our clients' businesses. FutureBrand is part of Interpublic Group and has 21 offices in 17 countries. Clients: Microsoft, UPS, Dupont, GM, Pfizer, GlaxoSmithKline, AT&T, Telefonica, British Airways, Nestle and CocaCola.

The Living Brand

Ken Cato Co-founder Cato Purnell Partners

The future of Brands

Jasmine Montgomery

15 years ago there was no Google, no GM foods, no Nokia, no I-Pod, no e-Bay, no internet, no pilates, no smoothies, no lattes. Most consumers weren't sure what a brand was and certainly no one thought that David Beckham was one. So what will the next fifteen years hold? Will brands themselves survive? If so, what will they look like? Which big names will still be around? And which unborn brands will take them on? With 21 trend spotters around the world looking at the future, FutureBrand is well placed to offer a glimpse into the year 2020 and what it will bring for the future of brands.

Deputy Manging Director and Head of Strategy FutureBrand

How to Achieve Fast-Track Branding Success‌ and Why the Russians Are the Best Placed to Achieve It

Michael Peters In his work as a designer and strategist, Michael has become a pioneer of the design industry, demonstrating that design is a proven means to increased profitability. He has consistently emphasized the importance of aesthetic quality applied to the highest standards of creative thinking. His work has revolutionized the relationship between design and business. Michael studied graphic design and typography at the London College of Printing. He later won a European scholarship to study at the School of Art and Architecture at Yale in the US, where he graduated with a Masters Degree in Fine Arts, studying under the famed Paul Rand and Josef Albers. He subsequently worked for CBS television in New York, before returning to London to set up the design department for the advertising agency Collett, Dickenson and Pearce. In 1970, at the age of 29, Michael established his own company – Michael Peters and Partners – which revolutionized the role of packaging in the marketing of consumer products. In 1983, he changed the perceptions of design by leading the company onto the London Stock Exchange. The Identica Partnership was founded in 1992 by Michael Peters OBE. The London-based company is a brands consultancy which specializes in brand creation, development, and management; we work in partnership with our clients to help them to improve their company performance by building powerful, distinctive, compelling, and timeless brands. Services include: brand strategy and brand research; name generation; corporate identity. We have a truly holistic approach to every client project. The Identica Partnership operates around the world from its London offices, or through affiliated partner organizations in other countries. Identica is a key player in innovation and along with its sister group Tango which specializes in youth branding, has won numerous awards, especially in the area of design effectiveness. Clients include Seagram, United Distillers, NatWest, One2One, Vodafone, Co-op, Mothercare (UK), Finnair and Huhtamaki Van Leer (Finland), Walla! and Bank Leumi (Israel), Passaggio (Switzerland) and Roust Inc.

Business today is in a constant state of evolution and responsiveness to circumstance and opportunity. Their brands must be the same. The Living Brand is aligned with the business plan, not just the marketing plan. It is responsive, relevant and related. It is no longer just a statement of ownership and its corner stone is no longer the trademark. The Living Brand's recognition lies in its spirit, attitude, way of being and the broader visual language that expresses it. It has the ability to dominate the entire territory in which it operates, not just the space in which it writes its name. The Living Brand is an ongoing journey, not a destination. It requires new understandings and utilization of resources and environment. Old methods are no longer enough. The new world requires new methods and brands that live.

Michael Peters Founder, Executive Creative Director and Chairman Identica

Michael Peters will tell how to quickly achieve business success and why Russian businesses are best placed to achieve increased profits through branding. An examination of case studies that detail examples of outstanding branding success both Russian and International, showing the brand models that led to increased profitability. A guide to the best business process for harnessing the incredible power of branding.


Plastic Surgery for Brands Good plastic surgery for brands is about understanding cultural reference points and that's the key to making a brand work in another country. If a brand is looking to market their brand to Europe/ USA, they may need a certain level of surgery to get them to appeal to these markets while retaining their Russian qualities. Last words something like.... if you want to your brand to look good under the global catwalk spotlight, you might want to think about making an appointment with a good surgeon".

James Sommerville born in Huddersfield in northern England. James studied typography and print design at Batley School of Art, where he met fellow student and artist Simon Needham. In 1987, leveraging a ?1,000 loan from The Prince's Trust's Business Program, James and Simon joined forces to launch their design studio – in the attic of James' grandma. Thus they called their company Attik. James' present role as Group Creative Director maintains his involvement in all major European and US east coast projects. In the United Kingdom, James also spends time on the academic, design and business lecture circuit, having recently presented at events in London, New York, San Francisco, Oslo, Toronto, Amsterdam and Paris. Over the past several years, in partnership with the University of Huddersfield, James conceived the world's first creative industry-based Master's Degree course to help nurture post-graduate creatives from across the world to become the leading commercial talents of the next generation. James was honored by The Queen of England in 2004 in respect of their contributions to British design.

James Sommerville Co-founder, Group Creative Director Attik

Entrepreneurial design: Creating value through design that sells Why is design strategic? Design is not only quintessential to the brand, being its" DNA" – it is also a fantastic self-selling media, with high ROI ! From product to brand identity, packaging design to retail environment, there are many illustrations of the exceptional efficiency of design: design is not only meant to make things look pretty!

Attik is a renowned global creative agency with offices in Leeds, San Francisco and New York and global creative billings estimated at over ?16 million per year. Attik specialists call themselves brand engineers. Attik develops creative communications for all global markets and all sorts of media. Among the clients of the firm are: Adidas, Adobe, AOL, BBC, Coca-Cola, IBM, Levi Strauss & Co., Microsoft, MTV, Nike, Orange, Sony Play Station, Toyota Scion, Virgin, Volkswagen, Xerox.

Sophie Romet has been at Dragon Rouge since 1992. She has worked with most of Dragon Rouge's international and local clients such as Unilever, Kraft Foods, SCA, Pernod Ricard, Nestle Waters. She has built and developed Dragon Rouge's international network of agencies (Hamburg, London, New York, Warsaw) Prior to joining Dragon Rouge, Sophie was Account Director at Shining Strategic Design and then Sales and Marketing Director at Shining Strategic Design Barcelona. She has equally gained client side experience at L'Oreal and Procter and Gamble. She has a Master in Economics from Dauphine and holds a MBA from HEC Grande Ecole. She is fluent in French, English, Spanish, Portuguese and Italian.

Sophie Romet

Dragon Rouge, created in 1984, quickly affirmed its leadership in brand design. For over a dozen years it has been France's N°1 brand agency. Its goal is to build strong and sustainable brands by applying the four principal design crafts : branding, packaging, corporate identity and detail architecture. Dragon Rouge has developed a strong international network with offices in Paris, London, Warsaw, Hamburg and New York.

Managing Director Dragon Rouge

End of branding

Eli Vlessing, аfter his high school years, went to live in the United States for some time, to personally feel the experience of being in a completely strange environment and yet be able to carve out a place and life for him. Upon return to Amsterdam, Eli has visited the University of Amsterdam, studying Physics and later Computer Science. In the eighties he decided to build by his own business and also travel some more across the world. In 1990 he joined Total Identity, which was then called Total Design. Eli worked in several teams and business units within the company, but always had a special interest in Corporate Identity and international projects. Since 2003 Eli has become the manager of our international business, full time. This includes international clients and projects, as well as international network.

Eli Vlessing discovers the Total Identity vision on corporate identity that is very much of today and a clear answer to the strong American way of branding. In the presentation there will be shown examples of traditional and modern day branding, changing attitudes in consumer's perception and world standards. Eli will also speak about the growing significance, of honesty, openness, transparency, the term that build the notion of identity.

Eli Vlessing Senior Manager Total Identity

The Total Identity Network is an international franchise network of 10 European and Asian identity agencies. Based on its expertise in positioning, communication and design of corporate identities, the network will serve to define and shape the new demands of markets in responds to major economic and social developments. Having a 40-year experience of successful work in the field of corporate identity, now the company is a trendsetter in corporate identity programs development and implementation, which became one of the most important management tools. Total Identity has offices in Amsterdam , Delft, The Hague and Heerlen and is represented in Cologne, Antwerp, Dubai, Taipei and Seoul. The staff is about 130 specialists, who work in the field of graphic design, identity management, informational design, corporate communications and design projects management. The clients are: Hanaro Telecom, Hyundai, Netherlands Ministry of Defence, Ministry of Foreign Affairs, Royal van Zanten, KLM, Fortis.


Branding beyond usual

David Carson is principal and chief designer of David Carson Design, Inc. with offices in New York City and Charleston, SC. David graduated with "honors and distinction" from San Diego state university, where he received a BFA degree in sociology. Numerous groups including the New York Type Directors Club, American Center for Design and I.D. magazine have recognized his studio's work with a wide range of clients in both the business and arts worlds. David is the author and co-author of several books: The End of Print, Fotografiks, TREK, and the Book of Probes. He is an active lecturer. David was awarded with four golden awards Charleston ADDY and special prize from jury for professionalism. London-based Creative Review magazine dubbed Carson "Art Director of the Era." GD USA magazine ranked David with 5-th place in the rating of the most influential designers of the world for the last 100 years. David Carson Design studio or DCD (as David himself gets used to sign his works) was found by David in 1995. Thanks to extraordinary talent of its founder the studio immediately began to attract attention of famous clients all over the USA. During first 3 years of work there were developed projects for such companies as: PepsiCo, Ray Gun, Nike, Microsoft, NBC, Budweiser, Giorgio Armani, American Airlines and Levi Strauss Jeans. Since 1998 DCD is known world wide and starts collaborating with new big clients: AT&T, British Airways, Kodak, Lycra, Packard Bell, Sony, Suzuki, Toyota, Warner Bros., CNN, Cuervo Gold, Johnson AIDS Foundation, MTV Global, Princo, Lotus Software, Fox TV, Nissan, Quiksilver, Intel, Mercedes Benz, MGM Studios, Nine Inch Nails.

Arne Brekenfeld has served as chief client officer on the executive board of MetaDesign since early 2003. He is responsible for brand consulting and client care with a special focus on the strategic foundation of branding and design processes. Brekenfeld studied business administration in Berlin and Dusseldorf. After spending a year in the marketing department of Lufthansa AG in Los Angeles, he worked as a consultant and strategic planner in traditional advertising agencies such as Springer & Jacoby, Hamburg, and BBDO Consulting, Dusseldorf. Before joining MetaDesign, he served on the management board of .start AG (Munich and Berlin). During his nine-year stint in the advertising industry, Brekenfeld acquired valuable expertise in the automotive and telecommunications markets. MetaDesign has been one of Europe's most respected design agencies for over ten years. It is a part of LB Icon Group and has offices in Berlin, Munich and San-Francisco. Metadesign provides services from brand management strategies development to final corporate identity design implementation. Its portfolio of services ranges from strategic brand management to the design and implementation of complex corporate identities and images. The company name embodies its philosophy. Design has become an increasingly important steering instrument for company success. Visual design is a criterion for defining strategy and corporate vision, and strategy, for its part, must be reflected in the visuals in order to generate emotion and minimize interpretative confusion. The growing significance of identity processes in a dynamically changing corporate landscape has made it necessary for corporate identity to be steered and managed on a meta-level. This is what MetaDesign stands for. With this self-conception, MetaDesign has assumed a unique position in the marketplace. In its 2003 ranking, the magazine Horizont chose MetaDesign for the seventh time in a row as Germany's leading agency for all services revolving around brand, corporate and institutional identity. Clients: Audi, Boehringer Ingelheim, Heidelberg, i-mode, Voith, Volkswagen.

David Carson Principal and Chief Designer David Carson Design

Corporate Identity as a Tool of Strategic Branding

Arne Brekenfeld

What challenges do brands face today? How do brands capture the attention of target groups? What role do corporate design and corporate identity play in this context? Uli Mayer-Johanssen will address these and other questions in her talk "Corporate Identity as a Tool of Strategic Management." She will also introduce case studies from MetaDesign's work to underpin her theoretical introduction.

Chief client officer on the executive board MetaDesign

Analyzing marketing drivers

Dominique Specht is Senior Consultant with Interbrand Zintzmeyer & Lux AG in Zurich and a specialist in brand and brand portfolio valuation as well as value-based brand management. While working for Interbrand, he has supervised several international valuation projects, especially in the sectors of telecommunications, logistics, and consumer electronics. Prior to joining Interbrand, he worked as Consultant with a brand consulting firm in Germany, focusing on the sectors of financial services, telecommunications, FMCG, and utilities. He started his professional career as strategic planner for J. Walter Thompson in South Africa. Dominique Specht holds a degree in economics and business management after studies at the universities of Hamburg and Basel with majors on marketing, marketing research and quantitative planning. Interbrand is a global brand management and evaluation company that has developed jointly with the London Business School (LBS) the widely accepted standard for brand valuation. Since 1988 Interbrand has evaluated some 3,500 brands for nearly 400 companies. Interbrand is also known for the annual publication of "The Best Global Brands". Interbrand Zintzmeyer & Lux is the largest European branch of Interbrand Group and has offices in Zurich, Amsterdam, Hamburg, Cologne, Munich and Moscow. Interbrand Zintzmeyer & Lux consults numerous renowned clients such as BMW, MINI, RollsRoyce, Deutsche Telekom and Tui in strategic brand management.

Modern branding is a permanent game with a consumer, the biggest risk of which is not to take risks. To reach success on a high competent market it's needed to make non-standard solutions. In his report David will demonstrate how his extraordinary projects, developed for such companies as Microsoft, Giorgio Armani, Apple Computers, Samsung, Toyota, Mercedes Benz, Bank of Montreal, Quiksilver, Pepsi, Xerox allowed these brands to take their places in minds and hearts of consumers or to strengthen positions.

The presenter will explore the economic functions of a brand and propose a holistic approach to measure its value drivers. Linking the performance of these drivers to the financial performance of the company enables brand management to focus on value creation and set priorities for the necessary activities. The concept has been applied to support strategic brand management, to set performance targets and to optimize investments of countless brands.

Dominique Specht Senior Consultant Interbrand Zintzmeyer & Lux


The program of the conference HiBrand 2007 Timing and prices: “Non-standard brand strategies” 1499$ (1169 Eu) till 17.03.07 March, 16, 2007

Discounts:

0900 – 0930

Registration and Welcoming Coffee

0930 – 0950

Discounts depend on delegates number from one company: 2 delegates – 15% discount, 3-5 delegates – 20% discount, more than 5 delegates – special discount.

Official Opening of the Conference

0950 – 1050

Duncan Daines (UK), Landor Associates, Senior Client Director (London) • Towards Earning Brand Trust – the Brand Building Framework in Action

1050 – 1150

Charles Wright (UK), Wolff Olins, Managing Director • Create Stronger Brands in Russia

1150 – 1210

Coffee Break

1210–1310

Michael Peters (UK), Identica, Founder, Executive Creative Director and Сhairman • How to Achieve Fast-track Branding Success... and Why the Russians Are the Best Placed to Achieve It

1310–1410

Rodney Fitch (UK), Fitch, Founder and Chairman of the Board • How does design form consumer experience and retail

1410–1510

Lunch

1510–1610

Dominique Specht (Switzerland), Interbrand Zintzmeyer & Lux, Senior Consultant • Analyzing Marketing Drivers

1610–1710

Simon Bolton (UK), Enterprise IG, Worldwide СEO • Agency and Brand Partnerships: A Crucial Relationship in Creating Buzzed-About Product

1710–1730

Coffee Break

1730–1830

Simon Glynn (UK), Lippincott Mercer, Senior Partner, Head London Office • Using Brand to Create the Customer Experience

March, 17, 2007 0900–0930

Welcoming Coffee

0930–1030

Arne Brekenfeld (Germany), MetaDesign, Director of Client Services, Member of the Board • Corporate Identity as a Tool of Strategic Branding

1030–1130

Eli Vlessing (the Netherlands), Total Identity, Senior Manager • The End of Branding

1130–1150

Coffee Break

1150–1250

James Sommerville (UK), Attik, Co-founder, Group Creative Director • Plastic Surgery for Brands

1250–1350

Sophie Romet (France), Dragon Rouge, Managing Director • Entrepreneurial design: Creating Value Through Design That Sells

1350–1450

Lunch

1450–1550

David Carson (USA), David Carson Design, Principal and Сhief Designer • Branding Beyond Usual Jasmine Montgomery (UK), FutureBrand, Deputy Managing Director and Head of Strategy • The Future of Brands

1550–1650

1650–1710

Coffee Break

1710–1810

Ken Cato (Australia), Cato Purnell Partners, Co-founder and Chairman • The Living Brand

2000

HiBrand Party in Simple Pleasures restaurant

Application form: Please, fill the application form on participation in the conference HiBrand 2007 Non-standard brand strategies, on site http://www.artgraphics.ru/hibrand/program_eng.html

Contacts: E-mail: hibrand@identity.su Phone: +7 (495) 730 52 33 Fax: +7 (495) 730 52 33 Post: 125475, Moscow, p.o. box 3 http://www.artgraphics.ru/hibrand2007.html Kate Filimonova, communication director

Delegate Package: - Attendance of all seminars of the conference - Meals (2 welcoming coffee, 4 coffee breaks, 2 lunches, party for delegates) - Simultaneous translation (English/Russia, French/Russian, German/Russian) - Media pack (collection of all reports of the speakers) Accommodation: Please, mind that payment for the conference doesn't include accommodation expenses. For more information regarding Holiday Inn Moscow Lesnaya, please visit: www.holiday-inn.com Their contacts: Holiday Inn Moscow-Lesnaya 15 Lesnaya Street Moscow, 125 047 Russia Hotel front desk: +7-495-7836500 Hotel fax: +7-495-7836501 E-mail: info@hi-moscow-lesnaya.ru You may mail us directly and point the level of a hotel you want to book. We'll offer you variants. Delegates who won't pay before the beginning of the conference won't be allowed to attend the conference. Mind, that you should pay the whole sum for participation in the conference within 15 bank days since billing. Payment should be received by organizers before the beginning of the conference. Renunciation of participation in conference: In case of renunciation of participation in conference (for any reasons) after having paid delegate's cost a company may return this sum except administration costs (200$) for each registered delegate, if a company inform organizer about this in written form (on letter-head with a stamp and director's signature) till 30.01.07. Renunciation of participation in conference in oral form, via fax or e-mail is not accepted. Organizer is sorry that renunciation of participation in conference, not received in written form till January, 30, 2007 and/or not rightly certified can't be accepted and a participant should pay the whole sum for all the delegates registered from his company. Delegates replacement: Every time before the beginning of the conference the delegates within one company may be replaced, in case organizer gets an request in written form. Changes in program of the conference: In case of necessity Organizer has a right to change speakers' membership and program of the conference. Information about all changes will be sent to all delegates registered and it'll be available on the site of the conference. There is a possibility of additional events appearance within HiBrand 2007 conference.


HiBrand 2007 Non-Standrd Brand Strategies