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

Non�standard brand strategiesWorld best branding agencies experience

International conference on branding

Simon Bolton

EEnntteerrpprriissee IIGG Rodney FitchFFiittcchh

Michael Peters

IIddeennttiiccaa

Charles Wright

WWoollffff OOlliinnss

Simon Glynn

LLiippppiinnccootttt

MMeerrcceerr

March16–17, 2007

Moscow, Holiday Inn

Lesnaya

Eli Vlessing

TToottaall IIddeennttiittyy

Sophie Romet

DDrraaggoonn RRoouuggee

Ken Cato

CCaattoo PPuurrnneellll

PPaarrttnneerrss

Jasmine

Montgomery

FFuuttuurreeBBrraanndd

David Carson

DDaavviidd CCaarrssoonn

DDeessiiggnn

Dominique Specht

IInntteerrbbrraanndd

ZZiinnttzzmmeeyyeerr && LLuuxx

James

Sommerville

AAttttiikk

Duncan Daines

LLaannddoorr

AAssssoocciiaatteess

Arne Brekenfeld

MMeettaaDDeessiiggnn

Date and location of International conference Moscow, March, 16-17, 2007, Holiday Inn Moscow Lesnaya hotel, Grand Ball Room

conference-hall

Organizer of the conferenceIdentity magazine – the first Russian magazine on branding and commercial design.

Mission of an edition is an open and civilized branding and commercial design mar-

ket 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.

Who should attend this:- 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.

General Information Partners

The Organizer

Global Media Partner

Sponsor

General Internet Partner

Web-DevelopmentPartner

General Media Partner

Official Information Partners

Support ТPP RFOfficial Printing House

HiBrand Party Sponsor

Intellectual Partners

Information Partners

SSiimmoonn BBoollttoonnWorldwide CEO

Enterprise IG

Agency and

Brand Partnerships:

A Crucial Relationship

in Creating Buzzed-

About Product

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 success-

ful partnerships between agencies and

brands.

RRiittaa RRooddrriigguueezz,, 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 start-

ed 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 assign-

ment across Europe, Middle East and Asia.

EEnntteerrpprriissee IIGG 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 market-

place – creating significant competitive advantage. Using our integrated

skill set of strategy, design, and engagement we ignite brands by defin-

ing, 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.

RRooddnneeyy FFiittcchh CBE, PP D&AD, PPCSD

and founder

Fitch

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.

In particular:

· Consumer in charge – a change from

the command economy to the economy

where consumer is a «god»

· Retaining as the most competitive indus-

try – what a company needs to do to stay

ahead of the game

· Innovative design for retail – flexible,

adaptable solutions

RRooddnneeyy FFiittcchh – 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 busi-

ness. He was awarded a Commander of the British Empire (CBE) in

1990 for his influence on the British design industry.

FFiittcchh 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.

DDuunnccaann DDaaiinneessSenior Client Director

Landor Associates

Towards earning

brand trust – the

brand building frame-

work in action

What is brand trust? Arguably, the most

critical, strategic component of corporate

image and brand. The more a corpora-

tion 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 inter-

face 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 build-

ing and managing your brand is critical to

your business success.

DDuunnccaann DDaaiinneess is a senior client director at Landor in London. Since join-

ing Landor from British Airways, Duncan has been responsible for devel-

oping 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.

LLaannddoorr AAssssoocciiaatteess 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 posi-

tioning, brand asset management, brand architecture, brand research,

brand valuation, brand engagement, brand experience, corporate iden-

tity 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.

CChhaarrlleess WWrriigghhttEuropean Managing

Director

Wolff Olins

Create stronger

brands in Russia

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 seri-

ous investment. It requires commitment

and imagination. Here are some good

practical suggestions on how to do it.

CChhaarrlleess WWrriigghhtt 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 sev-

eral public conferences.

WWoollffff OOlliinnss is recognized as one of the most influential brand consultan-

cies in the world. Founded in 1965, the consultancy stands for entrepre-

neurial creativity and original ideas. Its work has a pivotal impact on busi-

ness success and a transformational effect on markets. Wolff Olins

employs 180 people in Europe and North America, represents 27 nation-

alities and speaks 22 languages. Clients include Unilever, Beeline,

Manpower, GE, Tate, Sistema Telecom and London 2012. Wolff Olins

belongs to Omnicom Group.

SSiimmoonn GGllyynnnn Senior Partner,

Lippincott Mercer

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 experi-

ence: 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 rec-

ognized and valued by customers, and

hard for competitors to copy. But it

requires new thinking and execution,

from both marketers and general man-

agement.

SSiimmoonn GGllyynnnn is a senior partner with sixteen years of consulting experi-

ence for clients worldwide. Based in London, he specializes in brand

strategy, execution and branded customer experience, linked to busi-

ness 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 cus-

tomers, 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.

LLiippppiinnccootttt MMeerrcceerr 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 communica-

tion, 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.

JJaassmmiinnee

MMoonnttggoommeerryy Deputy Manging Director

and Head of Strategy

FutureBrand

KKeenn CCaattooCo-founder

Cato Purnell Partners

The future of Brands

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.

The Living Brand

Business today is in a constant state of

evolution and responsiveness to circum-

stance 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 state-

ment of ownership and its corner stone is

no longer the trademark. The Living

Brand's recognition lies in its spirit, atti-

tude, way of being and the broader visual

language that expresses it. It has the abil-

ity 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 utiliza-

tion of resources and environment. Old

methods are no longer enough. The new

world requires new methods and brands

that live.

JJaassmmiinnee MMoonnttggoommeerryy 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 close-

ly 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.

FFuuttuurreeBBrraanndd 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 relent-

less 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 Coca-

Cola.

KKeenn CCaattoo is an Australian designer with an international reputation.

Cato's work encompasses all facets of corporate and brand manage-

ment and design. His philosophy of design is dynamically holistic, pro-

viding the synergistic solutions that produce positive results. As a graph-

ic 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 award-

ed 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.

CCaattoo PPuurrnneellll PPaarrttnneerrss 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.

MMiicchhaaeell PPeetteerrssFounder, Executive

Creative Director and

Chairman

Identica

How to Achieve

Fast-Track Branding

Success… and Why

the Russians Are

the Best Placed

to Achieve It

Michael Peters will tell how to quickly

achieve business success and why

Russian businesses are best placed to

achieve increased profits through brand-

ing. 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.

MMiicchhaaeell PPeetteerrss 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 IIddeennttiiccaa 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 partner-

ship with our clients to help them to improve their company perform-

ance 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 proj-

ect. 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.

JJaammeess SSoommmmeerrvviilllleeCo-founder, Group

Creative Director

Attik

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".

JJaammeess SSoommmmeerrvviillllee 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 partner-

ship 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.

AAttttiikk 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.

SSoopphhiiee RRoommeettManaging Director

Dragon Rouge

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!

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.

DDrraaggoonn RRoouuggee, 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.

EEllii VVlleessssiinnggSenior Manager

Total Identity

End of branding

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 exam-

ples of traditional and modern day brand-

ing, changing attitudes in consumer's

perception and world standards. Eli will

also speak about the growing signifi-

cance, of honesty, openness, trans-

parency, the term that build the notion of

identity.

EEllii VVlleessssiinngg, аfter his high school years, went to live in the United States

for some time, to personally feel the experience of being in a complete-

ly 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 eight-

ies 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.

The TToottaall IIddeennttiittyy Network is an international franchise network of 10

European and Asian identity agencies. Based on its expertise in posi-

tioning, 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 experi-

ence of successful work in the field of corporate identity, now the com-

pany 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 graph-

ic design, identity management, informational design, corporate com-

munications and design projects management. The clients are: Hanaro

Telecom, Hyundai, Netherlands Ministry of Defence, Ministry of Foreign

Affairs, Royal van Zanten, KLM, Fortis.

DDaavviidd CCaarrssoonnPrincipal

and Chief Designer

David Carson Design

AArrnnee BBrreekkeennffeellddChief client officer on the

executive board

MetaDesign

DDoommiinniiqquuee SSppeecchhttSenior Consultant

Interbrand Zintzmeyer &

Lux

Branding

beyond usual

Modern branding is a permanent game

with a consumer, the biggest risk of

which is not to take risks. To reach suc-

cess 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.

Corporate Identity

as a Tool of Strategic

Branding

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 Meta-

Design's work to underpin her theoretical

introduction.

Analyzing

marketing drivers

The presenter will explore the economic

functions of a brand and propose a holis-

tic approach to measure its value drivers.

Linking the performance of these drivers

to the financial performance of the com-

pany 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.

DDaavviidd CCaarrssoonn 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.

DDaavviidd CCaarrssoonn DDeessiiggnn 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 collab-

orating 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.

AArrnnee BBrreekkeennffeelldd 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 brand-

ing 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.

MMeettaaDDeessiiggnn 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 man-

agement to the design and implementation of complex corporate identi-

ties 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 mar-

ketplace. In its 2003 ranking, the magazine Horizont chose MetaDesign

for the seventh time in a row as Germany's leading agency for all servic-

es revolving around brand, corporate and institutional identity. Clients:

Audi, Boehringer Ingelheim, Heidelberg, i-mode, Voith, Volkswagen.

DDoommiinniiqquuee SSppeecchhtt 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, telecom-

munications, 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 market-

ing, marketing research and quantitative planning.

IInntteerrbbrraanndd 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 evalu-

ated 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.

0900 – 0930 Registration and Welcoming Coffee

0930 – 0950 Official Opening of the Conference

0950 – 1050 DDuunnccaann DDaaiinneess (UK), Landor Associates, Senior Client Director (London)• Towards Earning Brand Trust – the Brand Building Framework in Action

1050 – 1150 CChhaarrlleess WWrriigghhtt (UK), Wolff Olins, Managing Director• Create Stronger Brands in Russia

1150 – 1210 Coffee Break

1210–1310 MMiicchhaaeell PPeetteerrss (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 RRooddnneeyy FFiittcchh (UK), Fitch, Founder and Chairman of the Board• How does design form consumer experience and retail

1410–1510 Lunch

1510–1610 DDoommiinniiqquuee SSppeecchhtt (Switzerland), Interbrand Zintzmeyer & Lux, Senior Consultant • Analyzing Marketing Drivers

1610–1710 SSiimmoonn BBoollttoonn (UK), Enterprise IG, Worldwide СEO • Agency and Brand Partnerships: A Crucial Relationshipin Creating Buzzed-About Product

1710–1730 Coffee Break

1730–1830 SSiimmoonn GGllyynnnn (UK), Lippincott Mercer, Senior Partner, Head London Office• Using Brand to Create the Customer Experience

0900–0930 Welcoming Coffee

0930–1030 AArrnnee BBrreekkeennffeelldd (Germany), MetaDesign, Director of Client Services, Member of the Board• Corporate Identity as a Tool of Strategic Branding

1030–1130 EEllii VVlleessssiinngg (the Netherlands), Total Identity, Senior Manager • The End of Branding

1130–1150 Coffee Break

1150–1250 JJaammeess SSoommmmeerrvviillllee (UK), Attik, Co-founder, Group Creative Director• Plastic Surgery for Brands

1250–1350 SSoopphhiiee RRoommeett (France), Dragon Rouge, Managing Director • Entrepreneurial design: Creating Value Through Design That Sells

1350–1450 Lunch

1450–1550 DDaavviidd CCaarrssoonn (USA), David Carson Design, Principal and Сhief Designer• Branding Beyond Usual

1550–1650 JJaassmmiinnee MMoonnttggoommeerryy (UK), FutureBrand, Deputy Managing Director and Head of Strategy• The Future of Brands

1650–1710 Coffee Break

1710–1810 KKeenn CCaattoo (Australia), Cato Purnell Partners, Co-founder and Chairman• The Living Brand

2000 HiBrand Party in Simple Pleasures restaurant

MMaarrcchh,, 1177,, 22000077

The program of the conference HiBrand 2007

“Non-standard brand strategies”

MMaarrcchh,, 1166,, 22000077

Timing and prices:

1499$ (1169 Eu) till 17.03.07

Discounts:Discounts depend on delegates number from one company: 2 delegates – 15%

discount, 3-5 delegates – 20% discount, more than 5 delegates – special discount.

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.suPhone: +7 (495) 730 52 33Fax: +7 (495) 730 52 33Post: 125475, Moscow, p.o. box 3http://www.artgraphics.ru/hibrand2007.html

Kate Filimonova, communication director

DDeelleeggaattee PPaacckkaaggee::

- 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)

AAccccoommmmooddaattiioonn::

Please, mind that payment for the conference doesn't include accommodationexpenses. For more information regarding Holiday Inn Moscow Lesnaya, pleasevisit: www.holiday-inn.com

Their contacts: Holiday Inn Moscow-Lesnaya 15 Lesnaya StreetMoscow, 125 047 Russia Hotel front desk: +7-495-7836500 Hotel fax: +7-495-7836501 E-mail: info@hi-moscow-lesnaya.ruYou may mail us directly and point the level of a hotel you want to book. We'll offeryou variants.

Delegates who won't pay before the beginning of the conference won't be allowedto attend the conference. Mind, that you should pay the whole sum for participationin the conference within 15 bank days since billing. Payment should be received byorganizers before the beginning of the conference.

RReennuunncciiaattiioonn ooff ppaarrttiicciippaattiioonn iinn ccoonnffeerreennccee::

In case of renunciation of participation in conference (for any reasons) after havingpaid 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 writ-ten 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 notaccepted. Organizer is sorry that renunciation of participation in conference, notreceived in written form till January, 30, 2007 and/or not rightly certified can't beaccepted and a participant should pay the whole sum for all the delegates registeredfrom his company.

DDeelleeggaatteess rreeppllaacceemmeenntt::

Every time before the beginning of the conference the delegates within one compa-ny 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 pro-gram of the conference. Information about all changes will be sent to all delegatesregistered and it'll be available on the site of the conference. There is a possibility ofadditional events appearance within HiBrand 2007 conference.