8/2/2019 Interbrand Design Forum Newsletter: How Design Drives Retail Brand Value

1/4

O Wmyole R}gel`oyldk

Limoyldkp

Lpp}m ? 72?7

*`dkylk}mi dk go`a

Implfk jop op`mkimi yd fwmoy lcrdwyok`m

lk yjm 7?py `mky}w|+ Lyp rwo`yl`oee| yoalkf

d~mw yjm cowamyreo`m vlyj lyp lk}mk`m+

Vm `d}ei owf}m% lk o`y% yjoy implfk lp yjm

wmyole mzrmwlmk`m plk`m implfk lp gdyj

pmkpdwloe oki `dfklyl~m lk koy}wm+

Gm`o}pm pjdrrmwp coam r}w`jopm im`lpldkp

m~mw| io| gopmi dk pmkpdw| mzrmwlmk`m%

o pywdkf implfk pmkplglely| lp o ~lyoe

`dcrdkmky d o jmoeyj| gwoki mzrmwlmk`m+

Implfk mkjok`mp `dcc}kl`oyldk oki

limkyly|+ Ly `dk~m|p cmoklkf oki ~oe}mp%

po|p P`dyy Hmwm|% @jlm @wmoyl~m D`mw%

Lkymwgwoki Implfk Ndw}c+ Yjmwm owm gwokip

yjoy `emowe| ~oe}m implfk% gdyj mzrwmpplkf

oki rwdym`ylkf ly o`wdpp m~mw | yd}`jrdlky+

Yjmwm owm dyjmw gwokip vjmwm implfk yoamp

o go`a pmoy yd drmwoyldkoe mm`yl~mkmpp dw

m`lmk`|% po|p H}pylk Vowymee% Mzm`}yl~m

Ilwm`ydw% Pywoymf| oki Okoe|yl`p% Lkymwgwoki

Implfk Ndw}c+ G}y wmfowiempp d jdv ok

dwfoklxoyldk ~lmvp ly% vm~m pmmk `emow

`dkkm`yldkp gmyvmmk o pywdkf% dcrmeelkf

implfk oki gwoki ~oe}m `wmoyldk+

Pjdrrmw mcroyj|

Implfk p}``mmip gmpy vjmk ly lp `dk`ml~mi

oki imel~mwmi yjwd}fj yjm m|mp d yjm

pjdrrmw+ Yjm| koy}woee| wmprdki yd fmpy}wmp

d mcroyj|+ Idmp |d}w `}pydcmw kmmi

lkprlwoyldk dw mkelfjymkcmky4 Rwd~lim

ly yjwd}fj implfk oki cmw`jokilplkf+Id yjm| kmmi kmv limop yd oiiwmpp yjm

io|#yd#io| `joeemkfmp d cdimwk elm4

@wmoym o pydwm dwfoklxmi g| pde}yldkp dw

dmw }eywo `dk~mklmk`m oy m~mw| yd}`jrdlky

Pjdrrmwp vlee wmily |d}w gwoki dw lyp wmem~ok`m

oki wmprdkpl~mkmpp+ Yjlka d jdv gmo}yl}ee|

Yjm @dkyolkmw Pydwm prmoap yd yjm pjdrrmwp

kmmi dw elm#lcrwd~lkf dwfoklxoyldk+

Wmyolemwp owm emowklkf yd wmprdki q}l`ae| yd

`dkp}cmw gmjo~ldw `jokfmp lki}`mi g|

ym`jkdedf|% m`dkdcl` oki ylcm rwmpp}wmp+

Eopy pmopdk% Pmowp fo~m yjm d~mwg}wimkmi%

jowwlmi jdelio| pjdrrmw o gwmoa g| r}yylkf

~lwy}oe yd| pjdrrlkf voeep lk olwrdwyp% coeep

oki cd~lm yjmoymwp+ _W `dim r}w`jopmp

coim wdc pcowyrjdkmp vmwm imel~mwmi

yd yjm iddwpymr+ Mcroyj| wolpmp o gwoki

ogd~m dccdily| pyoy}p yd yw}m wmem~ok`m

G| py}i|lkf yjm dcroklmp yjoy id ly gmpy%

yjm Lkymwgwoki ymoc jop limkylnmi n~m

rwlk`lremp yjoy vjmk orrelmi gwlkf yjm

wmeoyldkpjlr gmyvmmk implfk oki ~oe}m yd elm+

Plcrel`ly| vlkp

Oeyjd}fj h}cgem oki lkywlf}m jop lyp reo`m%`dcremzly| idmpky vdwa lk wmyole% po|p

Hmwm|+ Plcrem lky}lyl~m implfk vlkp m~mw|

ylcm+ \d} co| yjlka plcrem mq}oep gdwlkf%

g}y yjoyp kdy jdv j}cok pmkplglely|

vdwap+ ]pm implfk yd ymee |d}w gwoki pydw|

op plcre| g}y op dcrmeelkfe| op rdpplgem%

oki yjm o}ilmk`m |d}w pjdrrmw vlee

rwd~lim lyp dvk lkymwrwmyoyldk+

Horokp ]klqed orrowme pydwm lp ok mz`meemky

mzocrem d xmk#elam plcrel`ly|+ Pjdrrmwp fmy

ly+ Yjm mk~lwdkcmky opap yjm pjdrrmw yd

pedv idvk% gm`dcm ovowm d yjm dmwlkfp

q}oely|% ~owlmy|% odwioglely| oki gmo}y |+

Yjm pydwm lk ydyoe lp o rdvmw}e cmil}c dw

`dcc}kl`oyldk yjwd}fj dwcp% coymwloep%

ymzy}wmp% elfjy oki `dedw% po|p Hmwm|+

L ]klqed iliky prmoa lk o }klq}m oki

wm`dfklxogem eokf}ofm yjwd}fj yjmpm

}kl~mwpoe dwcp% ly vd}ei gm h}py okdyjmw

ywmki| `deemfm `edyjlkf pydwm+

Jdv Implfk Iwl~mp Wmyole Gwoki ^oe}m

8/2/2019 Interbrand Design Forum Newsletter: How Design Drives Retail Brand Value

2/4

Rwdym`yldk8 rwdrwlmyow| memcmkyp% p`oem oki

fmdfworjl`oe prwmoi jmer pm`}wm yjm gwoki

Ly vdky p}wrwlpm |d} yjoy yjm gwokip yjoy p`dwm

jlfjmpy dk yjmpm d}w lkymwkoe oyywlg}ymp owm

yjm cdpy ~oe}ogem gwokip lk yjm ]+P+% o``dwilkf

yd Lkymwgwokip 72?7 elpy d Gmpy Wmyole Gwokip

Yoam eowly|+ Yowfmyp gwoki rowykmwpjlrp oki

jd}pm gwoki im~medrcmkyp oee wm~de~m owd}ki

yjm kdyldk d Mzrm`y Cdwm+ Ro| Empp+ Lyp emo

yjm gwoki lkymkip yd pyo| pywdkf lk yjlp wlym

Voecowyp jlfj p`dwm dk `dcclycmky

ywokpeoymp ilwm`ye| lkyd pjdrrmw ed|oey|+

Yjm cmw`jokyp 72?2 cmilo prmki vop

):>< cleeldk+ Yjm `}ey}wm nyp yjm gwoki+

Voecowy yjdwd}fje| `dcc}kl`oymp lyp

gmelmp oki ~oe}mp lkymwkoee|wmprm`y%

pmw~l`m oki mz`meemk`m+

@^P$rjowco`| lp o fwmoy mzocrem d o gwoki

pywdkf dk p`oem% fmdfworjl`oe prwmoi oki

yjm rwdrwlmyow| memcmkyp d rwdym`yldk+ Yjm

iw}fpydwm yoamp owm yd rwdym`y yjm mq}ly|

d lyp gokkmw gwoki op ly dkylk}mp yd mzroki

lyp rdwydeld d rwl~oym eogmep+ Lyp kmv }wgok

dwcoy lp jmerlkf ly dcrmym lk imkpmw cowamyp

Ocoxdk+`dc lp ydrp lk wmprdkpl~mkmpp% g}ley

yd ywokpdwc vjmk ly nkip drrdwy}klylmp

yd dcrmym lk kmv cowamyp dw pmw~m kmv

`}pydcmwp yjwd}fj ym`jkdedfl`oe lkkd~oyldk

cdwm `dk~mklmk`m oki gmyymw rwl`mp+

Py}i|lkf o `dcrok| yjwd}fj yjm emkp

d gwoki lp lk`wmilge| mkelfjymklkf+ Lyp o

jdelpyl` oki o``}woym vo| d }kimwpyokilkfjdv gwoki coamp cdkm| dw g}plkmpp+ Yjm

ymk dcrdkmkyp d gwoki pywmkfyj rwd~lim

o c}eyl#o`mymi rmwprm`yl~m yjoy jmer |d}

d`}p oki wm`oelgwoym+ Yjm cowamyreo`m

ammrp `jokflkf% g}y yjm rwlk`lremp d

pywdkf gwokip jdei yw}m+

Wmyole Dgpmw~oyldkp

Fwmoy gwokip% elam fwmoy rmdrem% pyowy wdc

vlyjlk+ Yjm wlmkip |d} cdpy oiclwm owm

cdpy elame| pcowy% pme#ovowm% jdkmpy oki

el~m yjmlw el~mp vlyj lkymfwly|+ O``dwilkf

yd Lkymwgwokip py}i| d yjm koyldkp ydr

wmyolemwp% yjm gwokip Ocmwl`okp wme| dk cdpy

jo~m o plcleow pywmkfyj d `jowo`ymw+ G}y oy

Lkymwgwoki vm wmmw yd ly op gwoki pywmkfyj+

Vjlem vm idky cmop}wm yjm `jowo`ymw d

lkil~li}oep% vm id orre| d}w ~mw| }pm}e

~oe}oyldk cmyjdip yd gwokip+ Vj|4 Yd

imymwclkm o gwokip oglely| yd fmkmwoym

imcoki dw yjm }y}wm+ M~mk yjd}fj o

gwoki jop lkyokflgem oyywlg}ymp% ly `ok gm

~oe}mi op ok oppmy% dymk vdwyj cleeldkp+

Oki elam ok| oppmy% ly `ok gm r}y yd vdwa

yd iwl~m g}plkmpp+ G}y nwpy% o `dcrok|

c}py }kimwpyoki yjm vo| lyp gwoki

vdwap+ Yjoyp vjmwm vm `dcm lk+

Lkymwgwokip ~oe}oyldk cmyjdidedf| }pmp

yjwmm memcmkyp8 nkok`loe rmwdwcok`m% yjmWdem d Gwoki *yjm rdwyldk d yjm r}w`jopm

im`lpldk oyywlg}yogem yd gwoki, oki Gwoki

Pywmkfyj *yjm oglely| d o gwoki yd pm`}wm

}y}wm mowklkfp,+

Yjmwm owm ymk Gwoki Pywmkfyj o`ydwp+ Plz

owm mzymwkoecmoklkf yjm| owm imnkmi g|

r}gel` rmw`mryldk+ Yjlka ogd}y yjmpm o`ydwp

lk wmfowi yd |d}w o~dwlym wmyole gwoki8

Wmem~ok`m8 idmp yjm gwoki ny |d}% lyp

`}pydcmw4

O}yjmkyl`ly|8 lp yjm gwoki gopmi dk o

imnkmi jmwlyofm dw yw}yj4

Ilnmwmkyloyldk8 yjm imfwmm |d} rmw`ml~m

ly yd gm ilmwmky wdc lyp dcrmylydwp+

@dkplpymk`|8 o`wdpp oee yd}`jrdlkyp% kdy

h}py lk m~mw| pydwm+

Rwmpmk`m8 lp ly pmmk oki yoeami ogd}y

rdplyl~me| m~mw|vjmwm4

]kimwpyokilkf8 id |d} jo~m ok lk#imryj

akdvemifm d lyp ilpylk`yl~m q}oelylmp4

Vlyj h}py yjoy gwlm mzmw`lpm% |d} `ok pmm

yjoy m~mk |d}w o~dwlym gwoki jop wddc

yd lcrwd~m+ G}y yjm o`ydwp L nki cdpy

lkymwmpylkf cdpy j}coklpyl` owm

lkymwkoe yd ok dwfoklxoyldkp vdwalkfp+

Yjm| pmw~m op yjm d}kioyldk d gwoki

pywmkfyj+ Wmcmcgmw jdv Yd|dyo

ilpopywd}pe| ogokidkmi lyp }kiocmkyoe

lkymwkoe rwlk`lremp lk r}wp}ly d cowamy

pjowm4 Yjoyp jdv lcrdwyoky yjlp lp+

@eowly|8 M~mw|dkm wdc yjm @MD yd

yjm cole emwa akdvp vjoy yjm gwoki

pyokip dw oki }kimwpyokip lyp ~oe}mp%

rdplyldklkf oki rwdrdplyldk+

@dcclycmky8yjm dcrok| lk~mpyp lk

lyp gwoki+

Wmprdkpl~mkmpp8 yjm gwoki lp ogem yd

m~de~m oki wmkmv lypme imprlym pjlyp

lk yjm cowamyreo`m+

Oecdpy J}cok8 Yjm Nd}w LkymwkoeNo`ydwp dn Gwoki Pywmkfyj

Gw}`m I|g~oi

8/2/2019 Interbrand Design Forum Newsletter: How Design Drives Retail Brand Value

3/4

Emppdkp nwdc yjm Gmpy

Lkymwgwokip okk}oe py}i| d yjm vdweip

cd~m ~oe}ogem wmyole gwokip rwd~limp pdcm

ammk lkplfjy lkyd coyymwp oy yjm jmowy d

yjm wmyole lki}pyw|+ Jmwm owm yjm emoilkf

yjd}fjyp owd}ki n~m ydr lpp}mp8

Gm empp rwmil`yogem% cdwm oflem

Kdv yjoy `dccmw`m lp o~oleogem oee yjm

ylcm% ok| reo`m% dkelkm dw d% em~mep d

g}plkmpp rwmil`yoglely| jo~m gmmk wmi}`mi+

Ndw wmyolemwp% o }li oki }k`mwyolk

cowamy lp yjm kmv kdwcoe+

Wmprdkpl~mkmpp kdv yw}crp m`lmk`|+

Vjmk o gwoki lp wmprdkpl~m yd lyp pjdrrmwp

gmjo~ldwp oki mzrm`yoyldkp% ly oiip ~oe}m

yd lyp fddip oki pmw~l`mp+ Oiimi ~oe}m

oeedvp o gwoki yd mowk cdwm+ Ed`oyldk

lp wmimnkmi op wmo`j oki wmprdkpl~mkmpp

yjwd}fj pydwm d}ky lk dcglkoyldk vlyj

dkelkm lcrwmppldkp oki cdglem ywokpo`yldkp%

op vmee op wmoe#elm pd`loe lkymwo`yldkp+

Lyp o cohdw `joeemkfm dw ok oflem gwoki

yd ammr oee yd}`jrdlkyp `dkkm`ymi oki

oelfkmi+ Pd lp colkyolklkf yjm mzrm`ymi

em~me d `}pydcmw pmw~l`m% vjl`j lk

ydio|p `dcrmylyl~m eokip`orm gm`dcmp

mzrdkmkyloee| cdwm wlyl`oe lk jmerlkf m~mw|

pjdrrmw lkymwo`yldk emoi yd gwoki oidryldk+

]pm ilflyoe yd plcreln|

H}py gm`o}pm |d}wm ilflyoe idmpky cmok

|d}wm jmer}e+ Yjm rwm~oemk`m d edv#}ylely|orrp% oki flccl`ap elam o}fcmkymi wmoely|

nyylkf wddc clwwdwp owm }p}oee| pjdwy#el~mi

mzrmwlcmkyp+ @dkp}cmwp nki yjoy p}`j

yjlkfp cmwme| dcrel`oym yjmlw el~mp+

Jdvm~mw% ilflyoe yo`yl`p }pmi lk yjm pmw~l`m d

yowfmylkf oki pmfcmkyoyldk ok jmer imel~mw

pdcmyjlkf pjdrrmwp ~oe}m op c}`j op rwl`m1

p}`j op oi~ok`m kdyl`mp% rmwpdkoe wm~lmvp

dw wm`dccmkioyldkp wdc rmmw pjdrrmwp+

Ydio|p }pydcmwp fwo~lyoym ydvowi plcrem

pde}yldkp oki cdwm m`lmky pjdrrlkf+

Lk yjoy wmprm`y% cdpy wmyolemwp pylee jo~m

}kwmoelxmi drrdwy}kly| yd imelfjy yjmlw

`}pydcmwp vlyj dw vlyjd}y ilflyoe+

Lcrwd~mi `}pydcmw pmw~l`m% moplmw

cmw`jokilpm wmy}wkp oki o wmi}`yldk

lk d}y d pyd`ap% vjl`j pylee wmo`j }r

yd ymk rmw`mky lk pydwmp dk o~mwofm%

`d}ei jo~m ow cdwm wmem~ok`m+

]kimwpyoki yjm kmv royjvo|

yd r}w`jopm

Ndw cok| |mowp% cowamymwp joi o ilpylk`y

vo| d mzoclklkf `dkp}cmwp im`lpldk

rwd`mpp+ Lk yjmdw|% vjmk kmmi owdpm% yjm

`dkp}cmw vd}ei `dkplimw o wokfm d

gwokip oki cmyjdil`oee| kowwdv yjmlw

dryldkp yd o nkoe `jdl`m+ Lk wmprdkpm%

gwokip oiiwmppmi yjmlw rdlkyp d

ovowmkmpp oki r}w`jopm yjwd}fj

oi~mwylplkf oki rwdcdyldkoe prmkilkf+

Yjm royjvo| ydio| lp cdwm `dcremz

op `dkp}cmwp `dkkm`y ilflyoee| vlyj

c|wloi gwokip yjwd}fj `jokkmep d}yplim

yjm cowamymwp lk}mk`m+ Yjm| prmki

plfkln`okye| cdwm ylcm lk yjm wmpmow`j

rjopm+ Yjokap yd pd`loe cmilo oki dkelkm

wm~lmvp% dkp}cmwp wmcolk mkfofmi vlyj

rwdi}`yp dw ok mzymkimi rmwldi d ylcm

oymw yjm r}w`jopm% m~oe}oylkf oki

pdcmylcmp oi~d`oylkf dw yjm gwoki+

Pcowy wmyolemwp owm py}i|lkf yjlp royj yd

nki em~mwofm oki lkplfjyp yjm| `ok rwdnyoge|

o`y dk+ Ly wmq}lwmp im~dylkf wmpd}w`mp yd

limkyl| yjm royjvo| oki py}i| lyp lkywl`o`lmp%

yjmk orre|lkf yjm lkplfjyp yd wm~lpm pywoymf|%

cmilo prmkilkf oki dwfoklxoyldkoe wdemp+

Jdvm~mw% plcre| voy`jlkf oki elpymklkf

yd pjdrrmwp pylee vdwap gm`o}pm imprlym oee

yjm ilflyoe wmpmow`j% cok| im`lpldkp owm

pylee coim lk yjm pydwm+

*`dkylk}mi dk go`a

Nl~m yoamovo|p wdc Lkymwgwokip 72?7Gmpy Wmyole Gwokip

Gm c}eylilcmkpldkoe

D~mw ylcm m~mw| gwoki o`jlm~mp o em~me d

coy}wly| oki wmeloglely| yjoy fl~mp ly empp

p}wrwlpm oki wmem~ok`m+ Vjmwm id |d} fd

oymw yjoy4 Jdv idmp o gwoki im~medr%

|mow oymw |mow% o wmkmvmi mzrmwlmk`m

vlyj mkd}fj imryj yd ywl}crj4

G| im~medrlkf gm|dki o pjdrrmwp kmmi

dw }k`yldk oki limkyly| g| oiilkf cdwm

mcdyldk% wl`jmw ymzy}wm oki ilcmkpldk+

Gwokip ok wm~l~m yjmlw wmem~ok`m g| fdlkf

immr lkyd yjmlw dwlflkoe oyywlg}ymp yd nki o

wmpj dkkm`yldk yjoy y}wkp yjm dwilkow|

lkyd pdcmyjlkf cmoklkf}e+

Lyp gmmk poli% l pjdrrmwp vmwm dke|

lkymwmpymi lk rwl`m% yjmwm vd}eiky gm c}`j

wmyole+ Yjm ~owlmy| d wmyole vm jo~m ydio|

rwd~mp yjoy ilmwmky rmdrem ~oe}m ilmwmky

yjlkfp vjmk ly dcmp yd o`q}lwlkf fddip+

Yjm ywl`a lp yd nki yjm ~oe}m gm|dki yjm

ywokpo`yldk+ Yjm vdweip gmpy gwokip akdv

vjoy yjm `}pydcmw ~oe}mp% oki vdwa

wmemkyemppe| yd rwd~lim ly dw yjmc+

Yjlka dckl`jokkme

Cok| o ywoilyldkoe wmyolemw jop ywmoymi

lyp m# `dccmw`m drmwoyldk oecdpy op ok

oymwyjd}fjy% emo~lkf ly vlyjd}y wmpd}w`mp

dw dcclycmky+ Yjm y|rl`oe pyoym d wdpp

`jokkme `dccmw`m wmcolkp rddw% reof}mi

op ly lp g| lkdwcoyldk pledp% dwfoklxoyldk

lpp}mp% oki kdk#lkymwdrmwogem rwdfwocpyjoy w}pywoym }pydcmwp+

Yjm gmpy wmyole gwokip owm yoalkf pymrp

yd nz yjm rwdgemc% g}y yjmwm lp o edkf

vo| yd fd oki kdy c}`j ylcm+ Lyp mpylcoymi

yjoy g| 72?9% oecdpy m~mw| cdglem rjdkm

vlee gm ok lkymwkmy#`dkkm`ymi pcowyrjdkm

oki 92 rmw`mky d Ocmwl`okp vlee

}pm yogemyp+

8/2/2019 Interbrand Design Forum Newsletter: How Design Drives Retail Brand Value

4/4