Michigan Ross School of Business
Yaffe Center for Persuasive Communication

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
  • 1:30 - 2:15 The Architecture of Marketing
    Peter Lawrence, Chairman and Founder, Corporate Design Foundation.

    This presentation examined business examples that have used architecture as a major marketing resource to redefine a company, more effectively reach potential customers and engage employees in the process.

  • 2:15 - 3:45 Panel: Organizing for Design Success
    Panelists addressed issues pertaining to assuring that good design survives the business decision-making process. Specific issues included: problems frequently encountered and their remedies, best (and worst) practices and lessons learning, making good design "happen," creating a good design brief, creating and managing teams of designers and marketers, and creating an approval process that leads to superior outcomes.

    Moderator:

    • Jeff Hartley, Manager of Brand Character and Theme Research - Design Center, General Motors Corporation

    Panelists:

    • Earl Powell, President - Design Management Institute
    • Claudia Kotchka, Vice President, Design Innovation and Strategy - The Procter and Gamble Company
    • Christian Landry, Design Center Manager, Strategic Design & Innovation - Hewlett Packard Corporation
  • 4:15 - 5:30 Discussion Groups
    Participants divided into small discussion groups to reflect on what they had heard and how it related to their interests and experience, and discussed one of the following topics in more depth:
    • Group A: Incorporating Research into the Design Process
      Moderator: Nirmal Sethia, California Polytechnic University
    • Group B: Incorporating Research into the Design Process
      Moderator: Page Moreau, University of Colorado
    • Group C: Evaluating Design
      Moderators: Sara Beckman - University of California, Berkeley
      Peter Lawrence, Chairman and Founder - Corporate Design Foundation

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.

Iconic Levi's Jeans

These iconic jeans became a cultural touchstone because of their association with non-conformists like James Dean and Marlon Brando.

Levi's Jean 1873