Marketing Meets Design Conference
Below is the conference schedule. Visit MSI's site to order conference proceedings.
Thursday, January 16, 2003
8:00 - 8:30 a.m. Welcome & Program Introduction
Don Lehmann, Columbia University and former Executive Director, Marketing Science Institute, and Rajeev Batra, University of Michigan and Director, Yaffe Center
Session I: Case Examples of the Business Value of Design
- 8:30 - 9:15 Brand Building Through Innovative Product
Sam Farber, Founder, OXO International
OXO Good Grips-playing into consumers' hands: Mr. Farber described how a legendary brand name was created by addressing the user's real needs.
- 9:15 - 10:00 Designing Desire
Philip Thompson, Brand Studio Manager, Whirlpool Corporation
Mr. Thompson provided an overview of how Whirlpool's Global Consumer Design deployed key corporate strategies in creating customer-centric and brand-differentiated products.
- 10:30 - 11:15 Aligning Industrial Design and Market Strategy for Technology-Based Products
Karl Ulrich, University of Pennsylvania, and Jeff Smith, Chairman, Lunar Design, Inc.
This presentation explored approaches to aligning design strategy with market strategy in technology-based goods (e.g., cell phones, printers). Prfoessor Ulrich and Mr. Smith discussed conceptual and theoretical foundations for the integration of design and marketing, along with lessons learned from applying these ideas in several product development projects.
- 11:15 - 12:00 p.m. Leveraging Design as a Strategic Component of Marketing Plans
Lee Green, Director, Corporate Identity & Design, IBM Corporation
Mr. Green discussed how the focus on design at IBM has led to market success, product differentiation, improved customer satisfaction, and enhanced brand value. Examples included advanced technology design, identity programs, sonic branding, and new web models.
Session II: Strategic and Organizational Issues
Friday, January 17, 2003
Session III: Research Issues and Advice
- 8:30 - 9:00 a.m. W Hotels-Lifestyle with Substance with Service
Robert Koren, Vice President of Brand Operations, W Hotels
Lisa Zandee, Director of Sales & Marketing for the Brand, W Hotels
Edmund Sulzman, General Manager of W New Orleans
The hosts from the W Hotel shared their perspectives on how W redefines the hotel experience for the younger, style-conscious business traveler with ingenuity and excitements. W is not just a hotel, it is an attitude-a striking design experience, a sophisticated sense of style-and it is a destination, with reliable service, unique branded food and beverage outlets, and the latest technology. The presentation included a discussion of how research supported this transformation in hotel experience.
- 9:15 - 10:00 Marketing Research vs. Design Research
Mark Capper, Director and General Manager, Strategy and Research, Herbst LaZar Bell, Inc.
Why does marketing research have a bad reputation among designers? When does design research fall short? Mr. Capper shared his views on these questions and provided strategies for seeking synergy among research methodologies for effective product design and development.
- 10:30 - 11:15 Long-Term vs. Short-Term, Design Strategies
Del Coates, San Jose State University
A designer instinctively optimizes a product's aesthetics by adjusting just four visual properties: contrast, novelty, objective concinnity (harmony), and subjective concinnity. Novelty is especially effective at grabbing attention and stirring emotions, but this ability wanes over time. Subjective concinnity, which depends on a viewer's mindset, also varies as values, beliefs, and expectations change. Designs that have longer-lasting appeal tend to rely instead on contrast and objective concinnity, which remain constant over time.
- 11:15 - 12:00 p.m. "I Can't Live Without It!" Research Insights to Create "Sticky" Products
Jeffrey Durgee, Rensselaer Polytechnic Institute
Sticky products are new designs and technologies that people say they cannot live without. It is difficult to do concept tests for them because in many cases, they represent radical technologies that-at first glance-no one wants. Professor Durgee described properties of these products and discussed how to research and identify opportunities for sticky projects across many product categories.