Interbrand Onsite

Interbrand Onsite℠

Training curriculum

Agenda

1.  What is Interbrand Onsite℠?

2.  Expertise 1: Design

3.  Expertise 2: Retail

4.  Expertise 3: Consumer insights

5.  Expertise 4: Verbal identity

6.  Where do I sign up?

Interbrand Onsite℠

2 | Interbrand Onsite℠ | Training Curriculum

What is Interbrand Onsite℠?

What is Interbrand Onsite℠?

Interbrand’s onsite training program enables branding and design teams to stay current on important trends and topics that can grow your brand and your business.

Our experts bring the latest industry insights to your office via branding and design seminars. Whether it’s a breakfast meeting, a lunch ‘n’ learn or an afternoon mini-retreat, Interbrand’s highly interactive sessions engage attendees in unconventional ways to help you develop breakthrough thinking and generate untapped opportunities to maximize brand impact.


Expertise 1: Design

As Global Executive Creative Director, Consumer Packaged Goods, Fred ensures that Interbrand leverages its diverse creative talent across our OneFirm network to generate fresh, strategic packaging design solutions for clients. Fred believes in sharp pencils, sharp minds. He and his creative team use drawing instruments and sketchbooks to promote a focus on ideas and not the latest software, trick, technique or trend. This helps equip Fred for the most challenging aspect of his job – stepping into the consumer’s shoes to create successful packaging that consumers notice, purchase, use and recycle.

Fred joined Interbrand in 2004 and has worked in the international design industry for more than 20 years. Fred has been profiled in local, national and international press publications such as Hot Graphics International, Graphis, Design Week, Communication Arts, BusinessWeek, Brandweek and Shelf Impact!

He is a member of the Design Management Institute. With a degree in graphic design from Salisbury College in England and a passion for simple design with a brilliant idea, Fred has led Interbrand’s creative work for Cascade, Duracell, Aspirin, Charmin, Aussie, and Bounty, among others. Former clients include Stop & Shop, Unilever, Grants, Parker Pens, Lindt, Kellogg’s, Kraft, Bayer, Roche, Nestlé, Swarovski, Guinness, Safeway and Sainsbury’s.

Global Executive Creative Director Consumer Packaged Goods

World Class Design

Unlocking the Key to Exceptional Design

How do you define “design” or, more specifically, “world class design”? What does it look like? And how do you evaluate the quality and effectiveness of design beyond stereotypical beauty contests? Design, in its purest manifestation, is a problem-solving tool. It is meant to improve a situation for the benefit of the end user. Make people look, understand and react. Good design not only shows an idea, it shows what the problem was and how it was solved.

So why is good design so hard to come by? Challenges include ensuring that a design idea is relevant to solving the problem at hand and then selling that idea to the brand owner.

In this seminar, you will learn:

  How to leverage category fundamentals

  Why your brand’s “equity recipe” matters

  When to set ground rules for success

  What ensures that design is relevant


Package Design, A Brand’s Canvas

Creating a Package Design Masterpiece

Artists use color, structure and texture to bring life to a painting’s canvas and make an emotional connection with audiences. Similarly, designers use color, structure, language, typography and photography to bring life to a product’s package and help their brand make an emotional connection with consumers.

Package design is the canvas where Interbrand’s multiple disciplines – strategy, verbal identity, design and production – fuse together to bring life to a brand and deliver tangible impact to the hands (and hearts) of consumers.

In this presentation, you will learn:

  Interbrand’s approach to delivering standout package design

  How to leverage package design to increase your brand’s stopping power and on-shelf competitiveness


Marketing to Men

Understanding the Male Consumer

The days of appealing to male consumers via childish, caveman humor or simply stamping “for men” on a package are over. Today’s man knows how to shop, he is curious, and he is as equally demanding and skeptical as the quintessential female consumer. To effectively market to men, you have to understand the male consumer and engage with him on an adult level.


  How man’s evolutionary path has shaped today’s male consumer

  The ten rules of communicating to men

  The importance of shape and color when designing packaging for men


Expertise 2: Retail

Rhonda joined Interbrand after receiving her MBA in international business and after specializing in consumer and office products at MeadWestVaco. There, she managed the Rite Aid and Walgreen’s accounts. She also worked in the Ohio House of Representatives for two years.

In her role as a Senior Consultant for Interbrand, Rhonda is responsible for strategy and consumer/shopper research methodologies, building business models and field templates that impact design and business decisions. She coordinates with other departments to arrive at a solution that fits the client‘s needs and enables consumer research findings to influence design development.

“I enjoy the creative challenge and variety of work at Interbrand. My goal is to understand and fulfill the needs of different types of clients,” says Rhonda. “The alignment of creative and analytical skills is ours alone, and clients pick up on that. They like the fact that we are professionals with a free-flowing work environment. Plus, they can sense we enjoy working here, which means we‘ll be enthusiastic about the work we do for them.”

Rhonda’s past clients include Frito-Lay, AT&T, Clorox, Diageo, Hormel, Kroger, MeadWestVaco, Thomson Reuters, Burlington Coat Factory, FedEx Office, Procter & Gamble and Walgreen’s.

Senior Consultant Strategy & Research

The Other Consumer

Infiltrating the Shopper Mindset

This first of three retailer sessions will focus on understanding the difference between a shopper and a consumer and why it’s critical to know both.

We will explore:

 The range of engagement with a brand

 Mindsets that exist within engagement states

 Shopper behaviors that impact purchase

 The neuroscience behind decision-making

 How all touchpoints work in concert to deliver the brand

We will demonstrate these theories through two case studies: Hormel Foods and ATK.

Finally, we will conclude with an exercise that helps stakeholders frame shopper insights for the design process.

Shopper/Consumer


By Design

Converting Insights into Action

Our second session will focus on turning shopper and consumer insights into actionable design and prioritizing where to focus design efforts.

We will explore:

 The varying needs of target segments and channels

 Strategies that prioritize in-store efforts to drive business objectives

 Shopper-based design solutions that optimize portfolio results

 Scalable design solutions that deliver on retailer needs

We will demonstrate these theories through two case studies: Procter & Gamble and ATK.

Finally, we will conclude with an exercise that frames opportunities with retail partners.


Storytelling In-Store

Bringing It All Together

The last session will focus on the key elements of retail design that bring to life the brand story.

In this session, we will explore:

 How a brand comes to life in a retail experience

 Which design levers exist and when to use them

 What to do to gain retailer buy-in for in-store design programs

 How to rally your company around opportunities for in-store design

We will demonstrate these theories through two case studies: Michael’s and Mead for Target.

Finally, we will conclude with an exercise that prepares you to internalize shopper-based design initiatives.


Expertise 3: Consumer insights

As Senior Director of Brand Strategy, Mike is responsible for helping leading manufacturers and retailers develop dynamic, long-lasting strategies designed to help their brands succeed with both consumers and shoppers.

Mike is a double graduate of the University of Notre Dame. He has more than 20 years of experience in strategy and branding on both the agency and client side (Procter & Gamble, Neutrogena and Kimberly Clark), spanning the range from Beauty Care to Hardware and Finance to Marketing. He has created new global research methods, innovation developments and customer insight generation techniques that drastically reduce time to market and lead to more robust business results. Mike’s hands-on experience across these different industries and disciplines, combined with his passion for branding, has enabled his success with clients.

At Interbrand, he concentrates on helping to create winning national and private label brands via strategy. Mike has led strategy on such brands and retailers as Secret, Neutrogena, Olay, Old Spice, Cottonelle, PediaSure, Sears, Kobalt, Lowe’s, allen + roth and Abbott Nutrition.

Senior Director of Brand Strategy Strategy & Research

Instinctive Design

Moving Beyond the Rational and Emotional Decision-Making Components

Quick! Your brand has just 20 feet and five seconds to attract a consumer’s attention at shelf and spur a purchase. Brands create consumer pull; however, the psychology of brand purchase decisions is far more instinctive than rational. In fact, 95 percent of purchases are based on an unconscious decision; on emotions rather than logic. Understanding the shopping decision-making process is key to orchestrating buying behavior. By leveraging brand, design, consumer and shopper insights, companies can develop powerful, instinctive packaging designs that connect with shoppers’ key emotions and produce as much as an 80 percent conversion rate.


  The elements of the decision-making process

  How shopper, consumer, brand and design insights all must be leveraged and synthesized

  How design can connect with reptilian instinct


One Size Does Not Fit All

Using and Interpreting Package Design Research Results to Make Smarter Business Decisions

Too many companies – both clients and vendors – have a one-size-fits-all approach to package design. They use the same benchmarks over and over, whether the project is for a revolutionary design or an evolutionary line extension for an aspirational/image-oriented category or a problem/solution category. Similarly, they focus on the wrong questions in qualitative and quantitative research and miss an opportunity to link the two to tell a story that should help guide their resulting business decisions.

During this presentation, you will learn how to:

  Establish appropriate research benchmarks across a wide variety of project types

  Focus on the things qualitative research is meant to tell you, the things quantitative research is meant to tell you, and not confuse the two

  Interpret qualitative and quantitative results holistically to tell an accurate story that leads to smarter package design decisions


Expertise 4: Verbal identity

Paola is the Head of Verbal Identity for Interbrand, managing the practice for naming, voice, messaging, creative writing and ideation. Passionate about language, Paola believes it is a powerful tool. It impacts behavior and helps brands create an emotional connection with customers, employees and key stakeholders.

As the lead of the Verbal Identity practice, she creates verbal identity strategies that truly bring brands to life. Working with clients such as Covidien Healthcare, John Deere and Thomson Reuters, she developed communication at every level of the brand experience – from the crafting of brand ideas and brand stories to full expression in the market and rollout of voice, messaging and writing training globally. In naming, she has developed ongoing partnerships with clients including JC Penney, McDonald’s and Microsoft and was the lead on the naming and launch of Bing.

Paola’s career began in Australia, relocating to New York to lead the U.S. branding and creative practice for Sydney-based branding agency VB Concepts, working with clients such as Marvel Entertainment, Warner Bros. and Macy’s. Prior to joining Interbrand, she led marketing and creative services for Eventive Marketing, with clients including Nestlé, Kellogg’s and McNeil Pharmaceuticals.

Her former clients include Tyco, Emblem Health, Tiffany & Co., JC Penney, Lowe’s, AIG, Bank of America, Fidelity, Microsoft, Procter & Gamble, Mars, EMC, ING, Johnson & Johnson, Victoria’s Secret, AT&T, Intel, McDonald’s, Solidworks, Royal Bank of Canada, Delta Dental, TD, Walgreen’s, Kmart/Sears, McKesson and Nielsen.

Senior Director Head of Verbal Identity

Voices Carry

Harnessing the Power and Value of Verbal Identity

There’s more to verbal identity than naming. This session will explore the six rules of brand voice:

1.  Your brand voice fundamentally defines your brand

2.  Brand voice, like a singing or speaking voice, has a range

3.  Brand voice is more than word choice

4.  Brand voice creates a dialogue

5.  Brand voice is key to internal brand engagement

6.  A strong brand voice will evolve over time


  Why a great name isn’t enough

  How to craft a strategic and ownable brand voice


The Buzz about Bing

Conveying Search Engine Speed in One Syllable

From creation to media attention, we’ll take you on the journey to Bing’s naming success. Microsoft needed a name for a new search engine product catered to savvy tech users – one that was smarter when it came to searches, finding more relevant links and information. We knew the name had to be short, easy to say and, of course, memorable. Most of all, it had to be easily associated with search efficiency.

The word “bing” caught our attention not only because it was short and memorable, but because of its meanings and associations. In the end, Bing was Microsoft’s right fit, and its story will help you discover your own.


  The new simplicity in naming

  The power of sonic characteristics

  The rise of really real names


Emerging Language Trends

Looking Forward, Not Back

Now that we’ve popped the cork, watched the ball drop and shuffled back to work, what’s ahead in 2011? This session will share emerging opportunities and challenges that our sector experts have identified for the coming year and beyond.

Brands need to think about future trends as much as past trends. While brand evolutions over time aren’t anything new, in recent years, this has only been magnified, with rapid-fire consumer feedback from social media and constant technological changes.


  Top 2011 naming trends

  What these trends mean for you and your brand

  How to trademark in a crowded landscape


Where do I sign up?

Where do I sign up?

Here are the details:

  Each session lasts two hours and includes a pre-read or small homework assignment to engage the audience in advance.

  Many of the trainings incorporate short exercises to ensure that you’re doing more than watch a PowerPoint presentation.

  Pick and choose the sessions that fit your needs, your schedule and your budget.

  Pricing: $5,000 per session, plus travel and related expenses


Thank you!

Scott Lucas Executive Director

4000 Smith Road Cincinnati, OH 45209

[email protected]

T + 1 513 421 2210 D + 1 513 830 2406 M + 1 917 579 0442 F + 1 513 421 2386

Interbrand Onsite

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