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FUSE in Focus

A community that brings designers and brand strategists together through creative, inspirational, educational, and thought-provoking content.

One Collective Voice: FUSE 2013 on Brand Strategy

FUSE 2013 has promised to have an even more pronounced presence of brand strategy alongside of course, all dimensions of design. This week we wanted to take a look at some of the sessions that will bring this promise to life.

On Monday, April 15, 2013 in our Igniting Brand Growth symposium join No, I don't drive a Pink Cadillac, But I know 40 thousand women who do:
Globalizing & Modernizing a Heritage Brand
with Stephen Webster, Corporate Design Director of Brand Vision, Mary Kay Global. Webster will share how an internal Brand &
Design Department updated the core product
line, modernized and unified the marketing
materials in 37 different countries around the
world, and helped to brand a new website
and award winning virtual make-over App'all
while gently nudging the 'sacred cows' off the
road.

(Click here to revisit an exclusive FUSE interview with Stephen Webster.)

A Tazo?? Awake' Tea Latte

On Tuesday April 16 and Wednesday April 17, take a dip into "Stream B" for more brand strategy focused sessions. For example, in The Rebranding of Tazo Tea: A Starbucks Case Study with Daniele Monti, Creative Director, Brand Expression, Starbucks, we'll hear how the Starbucks in-house creative studio was assigned the task of fully re-thinking the Tazo tea brand that Starbucks acquiredin 1994.

Months later, the brand rolled out with new strategic
positioning, visual expression, packaging, retail and ecommerce
touch points. The presence of the Tazo brand in multiple channels
(CPG, proprietary retail, Starbucks retail, and ecommerce) made
this inter-disciplinary case study on how to hold brand vision intact
as tools are being built, and how to make a once revered brand
relevant again without losing its soul.

Other brand strategy focused sessions will include:

Collaborative Disruption: Innovating Brands, Business Models & Wellbeing
with Pepsi
Nerf: Achieving the Impossible Through Innovation and Insights
with Hasbro Sports Action

Fun is Not Good Enough: Winning at the Business of Play
with Mattel, Inc.

And more!  To learn more about these, or other FUSE 2013 sessions, visit the event website and download the conference brochure.  Readers of our blog can save 15% off the price of registration. Use code FUSE13BLOG to save.